Stop fighting for scraps in the 5%

The 95–5 Content System is a content engine that captures mindshare, builds trust at scale, and creates demand — long before buyers are ready to buy.

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This is an 8-week, done-for-you engagement. Limited capacity.

Professional woman with dark hair seated in a chair.

"For years, everyone in B2B Marketing said that content had to be better, but no one knew what to do about it. With Devin’s GTM content playbook, we have strategic plans for content that actually converts!"

April Crichlow

CMO
Centrical

The Uncomfortable Truth No One Wants To Admit

At any given moment, only ~5% of your total market is actively in-market — evaluating, comparing, choosing.

‍But most marketing teams only market to that 5%. That’s why:

✘ Paid ads keep getting more expensive
✘ Outbound response rates are falling
✘ Teams are “doing more” and getting less

Meanwhile, the other 95% isn’t buying yet — but they are forming opinions, building familiarity, and deciding who feels credible.

That’s the 95-5 Rule.

‍If you wait until they’re “ready,” you’re too late.

Here’s why this keeps happening:

You know content is supposed to drive business growth.

But your playbook is broken. And it’s probably because…

✘ Your team is built like it’s 2015
✘ Your spend is locked into legacy programs
✘ Your CEO is skeptical after being burned by “content” before

You’re publishing, promoting, and measuring what you can.

And somehow… you’re still not getting inbound leads that you want.

That’s not because your team isn’t talented or trying hard.

It’s because your content isn’t designed to earn recall.

Why 5% Marketing Is So Hard to Escape

You’re not losing deals at the finish line.

You’re losing them long before sales ever gets a chance.

When a buyer decides “it’s time,” they don’t start researching from scratch.

They instantly recall two or three brands. That’s the consideration list.

If you’re not on it, you’ve already lost.

And you never see it in your dashboard.

7 Signs You’re Stuck Doing 5% Marketing

You’re stuck in an expensive knife-fight over keywords

You’re producing more content than ever — but engagement and leads are flat

You don’t have flagship content or point of view you’re known for

Executives only show up when there’s something to promote

Every initiative has to prove pipeline impact before it’s allowed to exist

You’ve deprioritized brand so much that the board and customers have noticed

The team is so "leads-obsessed" but missing a demand gen foundation to feed the sales team

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A young professional man wearing glasses, smiling broadly and looking at the camera.

"After solidifying our approach with Devin, we successfully launched three impactful playbooks focused on LinkedIn thought leadership, online events, and a brand-new newsletter — all with fantastic results."

Yair Lehrer

VP Marketing
MyInterview.com

The Shift That Makes Content
Finally Work

Most content strategies are built for activity. The 95–5 Content System is built for memory.

‍Because buyers don’t reward volume. They reward familiarity.

‍Instead of chasing the 5% already looking, 95–5 focuses on the 95% forming opinions before demand exists.

So when it’s time:‍

You don’t compete for attention

You get
recalled

They reach out
to you

That’s the difference between content that resets and content that compounds.‍

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5% Marketing vs. 95-5 Content System

5% marketing asks: “How do we capture demand?”‍

‍95-5 asks: “How do we become the obvious choice when demand appears?”

‍One approach fights for attention.

The other earns trust before you need it most.‍

5% Marketing

95-5 System

❌ Only market to “in-market” buyers

✅ Earn mindshare with people NOT in market

❌ Optimize for short-term conversion

✅ Optimize for long-term recall

❌ Content responds to demand

✅ Content creates demand

❌ Campaigns reset every quarter

✅ IP compounds year over year

❌ Executives promote launches

✅ Executives earn trust weekly

❌ Only market to “in-market” buyers

✅ Earn mindshare with people NOT in market"

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Real World Examples

Centrical

From Fighting for Attention to Earning Recall

📘 Original Research: Centrical Labs

🎥 Executive LinkedIn strategy (crossed 20,000 followers)

🎪 Digital Event Series

Event Series

A screenshot of a resource published by Centrical with the title "What Happens When You Give Managers An AI Assistant? 88% More Coaching."

Original Research

myinterview

Launched the 95-5 System, acquired 9 months later

🧠 Clear POV

📩 Newsletter

🎥 Executive LinkedIn strategy (crossed 20,000 followers)🧩 Playbooks across LinkedIn, events, and content

Newsletter

LinkedIn Content

LinkedIn post from Benjamin Gillman with a short video.

Short-form video of two men talking about hiring issues.

Vendr

Increased same-day thought leadership views by 54%

🎯 Quarterly flagship content engine

📈 54% increase in day-of-launch views

🔁 Repeatable distribution motion

Original Research

Cover graphic for Q1 2023 SaaS Trend Report from Vendr.

Smiling blond professional woman in a floral shirt.

"Working with Devin has not only led to powerful improvements in our content, but has also significantly boosted our outcomes. Last quarter, we saw a 54% increase in day-of-launch views for our quarterly flagship content."

Emily Regenold

Head of Content
Vendr

These aren't just content wins. They're system wins.

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How the 95-5 Content System Works

This is an always-on thought-leadership content engine that earns mindshare and creates demand—from prospecting through expansion.
‍
It’s the same system I built at Gong and helped us grow from ~$20M ARR to $200M ARR.
‍
Here's how it works:

Audit your content and design your system

Uncover what's truly broken, what to do about it, and how to do it.

First, I audit your current content programs and distribution to identify exactly what's working, what's failing, and why.

Then we design your complete 95-5 content system — including your point of view, content blueprint, and channel-specific playbooks — so you have a systematic approach that creates the highest possibility of hitting your business goals rather than just creating more content.

We start the engine and oversee the deployment

It’s all about installing the infrastructure.

After building your system, we'll oversee the migration from deck to deployment, ensuring your team implements the new approach (rather than letting it collect dust in Google Drive).

I provide hands-on feedback on content creation and execution, and advise roles & responsibilities, tools, and tracking needed for systematic operation. Then we optimize what's working and stress-test everything for scale — so this becomes your new way of operating without anxiety, tribal knowledge dependencies, or constant firefighting.

We help you scale with intentional, creative bets

Time to scale without breaking what you built.

Once your system is running consistently, we identify and execute strategic content investments across specific channels, formats, and mediums to drive continued business growth and help you hit bigger goals — so you can scale your content advantage without breaking what you built.

What You Walk Away With

You don’t leave with theory. You leave with a system your team can run.

A documented POV your company can repeat

Thought leadership content IP
(LinkedIn, email, events)

Channel playbooks with clear ownership

Rules for what to publish — and what not to

Confidence walking into any board conversation

This is how content becomes a durable advantage.

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What does an engagement look like?

We meet weekly for strategy calls and monthly for optimization reviews

Communication over Slack and detailed Loom walkthroughs

Track everything with clear milestones and systematic documentation

Ongoing monthly execution support to ensure consistent implementation

Note: This engagement is not for you if...

You want SEO volume or quick leads

You’re looking for an agency to “run content”

Your exec team won’t be visible

You want attribution models before clarity

If that’s what you want, this will frustrate you. If you want content that compounds and earns recall, this is what the 95-5 Content System is built for.

book a call

Stop fighting for scraps in the 5%

"For years, everyone in B2B Marketing said that content had to be better, but no one knew what to do about it. With Devin’s GTM content playbook, we have strategic plans for content that actually converts!"