Foundations Library

    B2B Principles marketing laws

    B2B buyers are still humans. The same biases, fame effects, and 95/5 rules apply - just inside categories where everyone pretends they don't. These laws translate the consumer playbook for buying committees, long sales cycles, and stakeholder politics.

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    Behavioral ScienceGrowth & Market StructureLong-Term vs Short-TermEvidence vs MythsDecision MakingMemory & Mental AvailabilityCreativity & EffectivenessPricing & ValueAttention ScienceMedia & Investment
    The 95/5 Law - mechanism diagram
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    B2B Principles

    The 95/5 Law

    95% of B2B buyers are not in-market at any given moment.

    Ehrenberg-Bass Institute, LinkedIn B2B Institute
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    The Law Of B2B Buyers - mechanism diagram
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    The Law Of B2B Buyers

    B2B decisions are as emotional as B2C.

    LinkedIn B2B Institute
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    The Law Of B2B Category Entry Points - mechanism diagram
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    The Law Of B2B Category Entry Points

    B2B brands need mental availability too.

    Jenni Romaniuk
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    The Long & Short Of B2B Law - mechanism diagram
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    B2B Principles

    The Long & Short Of B2B Law

    60/40 rule applies in B2B (adjusted to ~46/54).

    Les Binet, Peter Field
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