The Five Percent Problem
At any given moment, only about 5% of your audience is actually ready to act — the B2B Institute’s 95-5 rule. A 12-week promotional push, however well-run, is only ever talking to that 5%.
The other 95% aren’t ignoring you. They’re just not there yet. Most portfolios go quiet the moment the promotional push ends, which means they’re introducing themselves to that 95% at the exact moment they’re asking for a commitment — the hardest possible time to make a first impression.
This playbook breaks down what always-on marketing actually means, how to tell where your current approach stands, and the five things that need to be in place before you build it properly.
What’s Inside
A practical guide to staying visible year-round — and building an audience that compounds instead of resetting with every event cycle.
- What Always-On Actually Means — why the best consumer brands never fully switch off, and what event portfolios can borrow from how they run paid media
- From Funnel to Loop — why the traditional marketing funnel has no answer for what happens after conversion, and the four-stage infinity loop that closes the gap
- Where Does Your Portfolio Sit? — a five-dimension self-assessment that tells you exactly where you’re starting from, so you’re not guessing what to fix first
- The Five-Part Framework — the five things that need to be in place before you flip the switch, including the one measurement mistake that makes always-on look like it’s failing even when it’s working
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