Lant’s Rule of Seven: “To penetrate the buyer’s conscious mind and therefore make any significant penetration in a given market, a prospect needs to see a message a minimum of seven times within an 18-month period.”

In competitive B2B marketing, certain principles withstand the test of time. One such enduring concept is Lant’s Rule of Seven, pioneered by marketing psychology expert Jeffrey Lant. This principle asserts that for a marketing message to leave a lasting impact, prospects need exposure to it a minimum of seven times within 18 months. Although its origin may not have a definitive date, Lant’s Rule has been a foundational marketing strategy for nearly a century.

Lant’s Rule in Historical Context: First introduced by Professor Jeffrey Lant, who has shared his wealth of knowledge at over 30 universities worldwide, the Rule of Seven found its early reference in Claude C. Hopkins’ “Scientific Advertising,” published in 1923. Hopkins emphasized the importance of advertising repetition, stating that an average of 20 exposures to an advertisement are required before viewers take action. While not explicitly stating the “Rule of Seven,” Hopkins’ insights align with the fundamental concept of repetition.

Account-Based Marketing (ABM) in the Modern Context: In the contemporary landscape, where marketing strategies have evolved significantly, ABM is a strategic and effective approach to revenue pipeline management. ABM focuses on personalized and focused efforts, directing marketing activities toward individual accounts or key decision-makers within those accounts. This approach recognizes the intricate dynamics of complex sales involving multiple stakeholders.

Lant’s Rule of Seven in Complex Sales: Lant’s Rule of Seven gains particular relevance in the context of complex sales, where multiple touchpoints are often required to engage and persuade various stakeholders. In this scenario, the complex sale involves a longer sales cycle and a high level of consideration from decision-makers, each with distinct concerns, priorities, and information needs. We will likely need 15+ points of contact for the complex, contemporary sale.

The Nuanced Application of Lant’s Rule: While the specific number “seven” in Lant’s Rule is not a rigid rule but rather a guideline, its application is pertinent in the complex sale. The actual number of touchpoints required may vary based on factors such as the complexity of the sale, the nature of the product or service, and the characteristics of the focus audience.

ABM’s Alignment with Lant’s Rule: ABM, with its deep understanding of focus accounts and their unique needs, aligns seamlessly with Lant’s Rule of Seven. By identifying key decision-makers and influencers within the account, ABM enables marketers to create highly customized and relevant messages. These messages resonate with each stakeholder’s specific concerns and priorities, fostering trust and building stronger relationships with the account.

Content Plan to Support Sales: B2B sellers need a cluster library of valuable, contextually relevant content to sustain the contact required for a contemporary complex sale. The development of the content cluster is part of the ABM process (ABM 4: Content and Messaging), which precedes ABM 5: Outreach. The sales teams need this in place in advance of outreach to sustain the requisite number of value-additive contacts with a prospect to reinforce the perception of experience, expertise, and value.

The Complexity of Sustaining Contact: In complex contemporary sales, sustaining contact is paramount. Lant’s Rule of Seven becomes particularly relevant in sustaining multiple touchpoints and interactions with key decision-makers within the prospect account. Recurrent touchpoints are necessary to build awareness, generate interest, address concerns, provide information, and ultimately persuade each stakeholder to move toward a purchasing decision. A content plan to support contacts and a planned customer journey are essential parts of ABM to support our sales efforts.

Conclusion: In navigating the required touchpoints for modern sales cycles, time-tested principles like Lant’s Rule of Seven continue to offer valuable insights. In complex sales and ABM, the nuanced application of this rule highlights the importance of sustained contact and recurrent touchpoints. By recognizing the significance of repetition, marketers can leverage ABM to tailor messages effectively, guide stakeholders through the complex sales cycle, and ultimately drive successful outcomes in the B2B landscape.