It came out of the LinkedIn Research Institute where they found that at any given moment, only about 5% of your target market is in the market to buy a solution like yours. What that dictates is that you almost need two different marketing plans. One for the 95% and one for the 5%.
For 5%: They’re putting product information out there, case studies, special sale for the end of the year, two for the price of one.
For 95%: If they are not in the zone right now, if they just bought a competitor for the next year, they’re stuck with them, or maybe they signed a two or three year deal deal, they’re stuck with them. What you can do is create a content marketing program for the 95% that provides them with value unrelated to using your product. And by doing that, you create memory links so that in 18 months when they are in the zone, you are the first brand that they think of.
#marketing