Let us briefly introduce you to the 95/5 Rule: 95% of your market isn’t ready to buy today. 5% is.    With such a significant chunk of future buyers not in-market at any given point in time, why are CMOs under so much pressure to generate leads? In this fascinating episode with Peter Weinberg of LinkedIn’s’ B2B Institute, he breaks down the key arguments you can use to remind your CEO and CFO why brand building is essential to long-term growth.   Based on B2B Institute’s groundbreaking insights, we don’t just explore the WHY of B2B success, but the HOW. It’s time for B2B brands to get weird, to update their media spend strategy, and to hone in on the rational sales pitch.   This episode was recorded in front of a live audience as part of CMO Huddles’ Bonus Huddle series. If you’re interested in learning more, check out cmohuddles.com. For full show notes and transcripts, visit https://renegade.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/