How many touches does it take to close new B2B clients?

[jrineakter]

Does anyone know the answer to this question? I've done some searching. Sales Hacker tried to address this but hasn't posted a real answer.

HubSpot seems to think it's around eight. Other outlets say between seven and ten.

After reading over 20 articles on the topic, one thing is very clear: no one knows, or no one is saying.

I want to be very clear. I know that every company and industry is different. The answer depends greatly on the size of the sale, the complexity of the purchase, and the number of people who have to be involved, etc.

However, we at Smartbound have done some digging and have some interesting takeaways.

What is a touch?
First, we break down the barrier between denmark telegram data sales and marketing. It doesn’t matter how many of these touches come from marketing campaigns and how many from sales efforts.

If the goal is to create a seamless, remarkable experience, each touchpoint is as important as the next, regardless of who executes it.

Next, we look at all touchpoints. These include ads, website visits, emails, marketing campaign outreach, and sales follow-up emails.

Every touch helps move a person through their purchasing journey , and we wanted to know how many of these touches are necessary.

The research
We studied over 50 different B2B companies that we work with. We either ran their marketing campaigns or worked directly with their sales teams to help them move leads through the sales process.

We tried to keep the type of company consistent, so we stuck to companies that have a high average ticket for their sales, complex sales, and a long sales cycle (typically months).

While this wasn't a formal research study with formal research practices, looking at data from the past six years was extremely informative.

The findings
I hope you’re not surprised to learn that the number of touches is much more than eight, ten, or even fifteen. The number we typically see is well over 25, and in some cases, closer to 50.

This is one of the reasons why generating scalable, repeatable, and predictable revenue growth is so difficult. With so many touchpoints, the points of failure are equally high. This means that you can fail at every single one of these touchpoints if the experience isn’t fine-tuned, personalized, and highly contextual.

Here’s a representation of how difficult this is and the type of touchpoints we found in our research.