The Marketing Rule of 7 states that a prospect needs to actually hear the advertiser’s message at least 7 times and for it to be absorbed (to “sink in”), before they are in a position to take action and buy that product or service.
It’s a marketing maxim developed by the movie industry in the 1930s.
This principle recognises that consumer decision-making typically follows a journey rather than happening instantaneously. The “magic number” of 7 exposures emerged as marketers observed that repeated contact was necessary to move customers from awareness to action.
While the Rule of 7 remains influential, modern marketing research has brought additional considerations to this concept. Today’s understanding acknowledges that the optimal number of touches can vary based on:
- Product complexity and price point
- Industry and competitive landscape
- Target audience characteristics
- Marketing channel effectiveness
- Message quality and relevance
Additionally, in today’s commercial landscape, the Rule of 7 has been adapted to take into consideration the following:
- Information overload: Consumers now encounter thousands of marketing messages daily across numerous channels, creating significant competition for attention.
- Multi-channel complexity: The customer journey spans social media, email, websites, mobile apps, and traditional media, making frequency measurement more complex.
- Personalisation expectations: Modern consumers expect tailored content, shifting focus from raw frequency to relevance and quality of touchpoints.
- Data-driven approaches: Analytics now allow marketers to determine optimal frequency more precisely for specific audiences and products, rather than relying on a universal number.
Many marketers now think in terms of “effective frequency” rather than adhering to a fixed number. For high-consideration B2B products, the journey might require 20+ touchpoints, while impulse consumer purchases might need far fewer.
B2B marketing requires a more refined approach to effective frequency, given the complexity of purchasing decisions and multiple stakeholders involved.
Here are a few ideas on how to apply this concept effectively:
Making B2B Marketing Work: A Simpler Approach
- Speak Differently to Different People: Think about who you’re trying to reach in a company:
Based on research and best practices, here’s how to approach frequency for different stakeholders in B2B marketing:
C-Suite Executives:
- Lower frequency: 1-2 high-quality touches per month
- Focus on quality over quantity
- Carefully timed to avoid being perceived as pushy
- Often most effective when aligned with business trigger events (quarterly planning, industry shifts, etc.)
Technical Team:
- Medium to high frequency: 2-4 touches per month
- More detailed content spread consistently
Technical teams often appreciate deeper, regular engagement that builds on previous information. Can increase during evaluation phases to 6-8 touches monthly when they’re actively assessing solutions
Everyday Users:
- Moderate frequency: 2-3 touches per month
- Regular communication focusing on practical applications
- More receptive to feature updates and usage tips
- Can maintain steady frequency throughout the campaign
The research consistently shows that the ratio matters more than absolute numbers. For every 1 executive touch, plan for 2-3 technical team touches and 2 everyday user touches.
Timing and relevance matter more than strict adherence to frequency numbers. A perfectly timed, highly relevant message to a C-suite executive during their decision window can be more effective than multiple generic touches.
- Timing Your Messages Based on Their Journey: Instead of just picking a random schedule, match your contact frequency to where they are in their buying journey:
- Just Learning About You: Light touches (once or twice a week) to introduce your company without overwhelming them.
- Actively Exploring Options: Slightly more contact (2-3 times every two weeks) with deeper information as they compare solutions.
- Serious Evaluation: Weekly check-ins with specific information as they’re actively considering your solution.
- Ready to Decide: More frequent contact (2-3 times weekly) to answer final questions and provide decision support.
- Using a Mix of Different Channels: Don’t rely on just one way to reach people. Create a mix that might include:
- Online Presence: Emails, social media posts, website information
- Face-to-Face: Industry events, personal meetings, demonstrations
- Direct Contact: Phone calls, personalized messages
- Helpful Content: Educational webinars, informative guides
The key is making sure these all work together to tell the same story, just in different ways.
- Measuring What Actually Matters: Look beyond just counting contacts to see if your approach is working:
- How long are people spending with your content?
- Are they exploring multiple pages on your website?
- Are they asking for meetings or demos?
- Are more people from the same company getting involved?
These signs of engagement often matter more than simply reaching a certain number of contacts.
In simpler terms, think of B2B marketing as needing both “billboards” (general awareness) and “conversations” (personal outreach) throughout the longer buying journey. The most successful approach combines consistent visibility with targeted personal connections at the right moments.
Matching Content Type With Buyer Type
Here are some ideas….
C-Suite Executives
Content Examples:
- Executive summaries highlighting ROI and business impact
- Industry trend reports with strategic implications
- Case studies featuring peer companies with measurable outcomes
- Thought leadership pieces addressing industry challenges
- Concise quarterly market analyses with actionable insights
- Personalized business impact assessments
Recommended Channels:
- Executive roundtables and invitation-only events
- Direct outreach from your company leadership
- Premium direct mail packages that stand out
- Exclusive webinars with industry thought leaders
- Targeted LinkedIn content (both organic and sponsored)
- Business publications and executive-focused podcasts
- One-to-one meetings at industry conferences
Technical Teams
Content Examples:
- Detailed technical white papers
- Implementation guides and technical specifications
- Comparison tables against alternative solutions
- Technical webinars and product demonstrations
- Developer documentation and API guides
- Security and compliance documentation
- Technical case studies focusing on implementation
- Product roadmaps and future development plans
Recommended Channels:
- Technical webinars and online workshops
- Professional technical communities (GitHub, Stack Overflow)
- Technical certifications and training programmes
- Product demo sessions and sandbox environments
- Technical blogs and newsletters
- Industry-specific technical conferences
- Direct engagement with solution architects
- Technical Slack communities
Everyday Users
Content Examples:
- Quick-start guides and feature highlights
- “Day in the life” scenarios showing practical benefits
- User testimonials from peers in similar roles
- Tips and tricks for maximizing productivity
- Short video tutorials showing common workflows
- FAQ documents addressing common user concerns
- Templates and ready-to-use resources
Recommended Channels:
- User-focused email newsletters
- In-product messaging and guides
- How-to videos on YouTube
- User community forums
- Social media (especially LinkedIn and Twitter)
- User conferences and meetups
- Interactive demos and free trials
- Targeted webinars focused on daily usage
- Customer success check-ins
For maximum effectiveness, ensure messaging is consistent across channels while tailoring the depth and focus for each audience. The most successful B2B campaigns create an integrated experience where these different content types and channels reinforce each other throughout the buyer’s journey.
Over How Long?
The research on B2B marketing campaigns doesn’t prescribe a one-size-fits-all timeline, but there are some general guidelines based on typical B2B buying cycles:
For most B2B solutions, effective campaigns should run for at least 3-6 months minimum. However, for complex enterprise solutions or higher-value purchases, campaigns often need to extend to 9-12+ months to properly nurture prospects through the entire decision process.
Key timeline considerations:
Industry averages: Research from Gartner and Forrester suggests the typical B2B buying cycle ranges from 3 months for simpler products to 18+ months for enterprise-level solutions
Purchase complexity: More complex, expensive, or transformative solutions naturally require longer campaign periods to build trust and demonstrate value
Seasonal factors: Some B2B purchases align with fiscal years or budget cycles, suggesting campaigns should begin 4-6 months before these periods
Continuous presence: Rather than thinking of campaigns as discrete events, successful B2B marketing increasingly operates as “always-on” programmes with varying intensity based on buyer signals
Post-purchase extension: Many effective B2B campaigns now continue through implementation and adoption phases to support customer success and expansion
Most importantly, research indicates that consistency over time trumps short bursts of activity. A sustained 12-month campaign with moderate frequency typically outperforms a 2-month high-intensity campaign in terms of pipeline development and closed deals.
APPENDIX 1
Procurement teams as a stakeholder group
Procurement teams play a critical role in a B2B sales process, as they often balance technical requirements with budget constraints and supplier management considerations. Here’s how to effectively communicate with them:
Content Examples:
- Total cost of ownership analyses (not just purchase price)
- Supplier reliability and performance measurement
- Manufacturing capacity and lead time guarantees
- Quality control processes and certification documentation
- Risk mitigation strategies for supply chain disruptions
- Case studies highlighting on-time delivery performance
- Contract flexibility options and volume pricing tiers
- Comparison sheets focusing on value-based metrics
Recommended Channels:
- Targeted email campaigns with procurement-specific content
- Industry-specific procurement events and trade shows
- Professional purchasing association connections
- LinkedIn groups focused on supply chain management
- Direct meetings with purchasing managers
- Webinars addressing supply chain optimisation
- Reference site visits to see products in action
- Regular business reviews for existing customers
Frequency Recommendation:
- Moderate frequency: 2-3 touches per month
- Increase to 4-5 touches during active bid situations
- Quarterly business reviews for existing accounts
- Time communications to align with budget planning cycles
- Maintain steady contact during contract periods with performance updates
For component manufacturing specifically, procurement teams often appreciate:
- Material certification documentation
- Production capacity transparency
- Lead time reliability calculations
- Quality control statistics
- Inventory management solutions
- Cost saving opportunities
The key with procurement is demonstrating reliability and value rather than just competitive pricing. Messages should emphasise how suppliers reduce procurement risk while maintaining quality specifications.
