Only 5% of your target customers are in the market ready to buy right now.

A reminder that in B2B, only 5% of your target customers are in the market ready to buy right now.

So instead of only trying to drive leads that make the register ka-ching.

Make bets that pay off down the line.

●build brand awareness

●build brand salience

●build mental availability

●build associations with category entry point cues

Tie your message to buying situations & cues through content & advertising.

Educate & entertain the hell out of your market.

Even when you don't see short-term results.

Just like going to the gym, a month from now, the mirror still shows the lil’ roundish you.

But 3 years from now, you'll look like you belong to the London Fashion Week.