Product-based campaigns can be highly effective *if* brands remember the 95:5 rule (source: Ehrenberg-Bass Institute). The rule states that the campaign must feel valuable and desirable to the 95% of customers who aren’t actively in-market at the time of communication, not just the 5% who are 🤷 Read our report, in partnership with the B2B Institute at LinkedIn, to explore all key findings from an analysis of over 700 B2B case studies drawn from the WARC database 👉 https://loom.ly/Xg45h7Y #MakeitWARC #WARCAdvisory
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