The 95-5 rule has certainly become one of ‘the things’ in B2B in recent years – and an oft used rationale for brand investment. Now, though, there’s a more nuanced view that’s emerged from analysis of close to 20 million buyer intent signals. The headline: between out-of-market and in-market, there’s a “zone” where buyers and buying groups congregate before they commit full-on to the funnel. This newly identified Brand-to-Demand Zone holds the key to brand investment focus. Hear all about it from brand-to-demand leaders. (Fair warning: have iPhones at the ready to snap the slides!)

Marc Keating
Chief Innovation Officer
Stein

Kerry Cunningham
Research and Thought Leadership
6sense