# From the Archive: The 95/5 Rule: Rethinking Reach and Timing

Page: https://stenobird.com/podcast/the-marketing-architects-6260303/from-the-archive-the-95-5-rule-rethinking-reach-and-timing
Text version: https://stenobird.com/podcast/the-marketing-architects-6260303/from-the-archive-the-95-5-rule-rethinking-reach-and-timing.md
Podcast: [The Marketing Architects](https://stenobird.com/podcast/the-marketing-architects-6260303)
Published: 2026-03-31T11:00:02+00:00
Episode link: https://www.spreaker.com/episode/from-the-archive-the-95-5-rule-rethinking-reach-and-timing--70769321
Audio file: https://api.spreaker.com/download/episode/70769321/tma_ep161_final_mix.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/from-the-archive-the-95-5-rule-rethinking-reach-and-timing
Duration seconds: 1474

## Resource

This week, we're resharing a top episode from the archive. Originally recorded a year ago, this episode on the 95/5 rule remains one of our most popular. Enjoy, and we'll be back with new content next week! This episode, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why it applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. Topics covered: [01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking [04:00] Why the rule makes sense for B2B but challenges B2C assumptions [07:00] How modern marketing overemphasizes tracking immediate conversions [09:00] Calculating the 95/5 rule for your specific category [12:00] Creative strategies that build memory structures for future buyers [14:00] Shifting from hunter to farmer mentality in advertising strategy [17:00] Brand versus performance marketing balance under this rule To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: The 95:5 Rule: https://www.linkedin.com/pulse/955-rule-john-dawes/ Why You Should Follow The 95-5 Rule: https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/ Calculate your in-market audience: mymarketcalculator.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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