In the fast-paced world of marketing, trends come and go quicker than a TikTok dance. But some principles remain timeless, like the enduring “Rule of 7.” This marketing concept states that a potential customer needs to be exposed to your brand message at least seven times before they’re ready to buy.

While this might seem like a lot of interactions, it makes perfect sense, especially in the realm of B2B marketing. Unlike grabbing a candy bar at the checkout, B2B purchases are often high-value, complex decisions involving multiple stakeholders. Before committing, decision-makers need to be confident in your brand’s value proposition.

Here’s why the Rule of 7 is still very relevant in B2B marketing today:

• Building brand familiarity:

Imagine walking into a store filled with unfamiliar products. How likely are you to pick a random brand without any prior knowledge?  The Rule of 7 emphasises the importance of consistent brand exposure.  The more potential customers see your brand across different channels, the more familiar and trustworthy it becomes.

• Multiple decision-makers:

B2B purchases rarely involve a single person. There might be technical specialists, budget holders, and executives all needing to be convinced. The Rule of 7 ensures your message reaches all these stakeholders through various touchpoints.

• Addressing concerns:

The sales cycle in B2B can be long, and objections are inevitable. The Rule of 7 allows you to address these concerns proactively.  Through a variety of content marketing tactics, like blog posts or case studies, you can anticipate and answer potential questions before they even arise.

• Staying visible over time:

B2B sales cycles can take months or even years.  The Rule of 7 highlights the need for a long-term marketing strategy.  By consistently putting your brand out there, you stay top-of-mind throughout the decision-making process.

Making the Rule of 7 work for you: so, how do you translate the Rule of 7 into actionable steps? Here are some tips:

Implement an email nurture campaign: Harness the power of email marketing to nurture your prospects and customers throughout their journey. Design personalised email nurture campaigns that deliver relevant content based on their stage in the buying cycle. Offer valuable resources and incentives to encourage email opt-ins and foster long-term relationships with your audience.

Omnichannel marketing: Reach your audience across different platforms, such as social media, email marketing, content marketing, and industry events.

Content variety: Don’t just bombard prospects with sales pitches. Offer valuable content like industry reports, white papers, and webinars to educate and nurture leads.

Track and analyse: Use marketing analytics to track customer interactions and measure the effectiveness of your campaigns. This will help you refine your strategy and optimise your touchpoints.

The Rule of 7 is not a magic formula, but a powerful guideline. By consistently putting your brand message in front of potential customers, you build trust, address concerns, and ultimately drive sales.

For the team at Create to Generate, we summarise this mindset with a “don’t give up “ attitude, as the best email campaign results stem from several months of engaging with prospects.