How Many Touchpoints Does a B2B Customer Make Before a Purchase?

The long journey to closing B2B deals

It's a long and challenging journey in the B2B industry from the first touchpoint to a closed deal. Your job as a company is to be able to understand the customer journey as a whole and put yourself in their mindset to understand what pain-points that they have, and what solution they are searching for.

Recent data from Dreamdata shows the following:

62.4 Touches

Data shows that the customer needs at least 62.4 interactions with your company before a deal is closed.

3.5 Channels

Data also shows that all of these interactions are happening across multiple channels, and at least 3.5 different ones. Different channels can be social media, websites, email and more.

What is the solution?

Because of the fact that the normal B2B sales cycles are so long, the best solution is to always be the "top of mind" solution. Which means that you can be seen where the customers are spending their time and that you can solve their problems. That can be done by following a multichannel approach.

The multichannel approach

The data shows that your customer needs to make all these interactions with your company across at least 3.5 different channels, your priority should be to reach and engage where your customers are spending most of their time. That means that your company need to be present on the major channels that your buyers use. These channels is different based on the industry your B2B company is in and must be tailored to your ideal customer.

The strategy includes:

• Online presence across platforms like Linkedin, Meta, Twitter, email and more.

• Targeted marketing campaigns across multiple channels.

• Personalized, valuable and engaging content across all channels.

Cross channel retargeting to stay "top of mind"

Retargeting campaigns that advertise across multiple channels are very important to stay "top of mind". These reinforce that your company is seen on as many different channels as possible so that potential buyers don't forget about you.

Teamwork between Marketing and Sales

Last step is that marketing and sales need to be working close together. Marketing provides with data and insights on buyer behavior that sales later use, and that they later give feedback on what working and what not working to convert customers into buyers.

The B2B purchase journey is a long process to get through. But when you are using a multichannel approach with retargeting campaigns and aligning marketing and sales teams together, it will lead to more closed deals over time.

Source: https://dreamdata.io/8-b2b-go-to-market-benchmarks