EP 48: The 95:5 Rule: In-Market vs. Out-of-Market Buyers with John Dawes @ Ehrenberg-Bass Institute

We have always known that everyone is not in-market for what we are selling, but we haven’t had a create heuristic to estimate how many are in-market and out-of-market. In this episode of Demand, Jonathan Bland sits down with John Dawes from the Ehrenberg-Bass Institute to unpack the 95:5 rule that has been trending on LinkedIn over the last year. 

In this episode, we’ll dive into: 
- How John Dawes came up with the 95:5 rule
- How to calculate it to estimate the number of in-market buyers and out-of-market buyers
- How the rule be used in practice to determine budget splits
- How this applies to ABM based strategies and the risks to be aware of