As a B2B marketer, how many touches does it take to convert a lead or a customer? From a marketing standpoint, how many interactions do we need to have with potential customers before they would become a customer?
We get these types of questions a lot, and in this episode of Growth Marketers Podcast, Solomon and Taylor sit down to dive deeper into the subject. We hope you might find some useful tips in there, enjoy!
3:10- 3:20 - Taylor- “Just because it is possible that someone sits down, goes to google, performs a search, clicks on an ad, makes the purchase. That is an exception not, the rule.”
4:47 – 5:01 - Taylor- “What we have seen is that it can take eight to ten to upwards, depending on the complexity of the sale, fifteen touches for you to really be remembered, be recognized, warm someone up and then educate them…”
5:46 – 5:55 -Taylor – “It is always a better idea to have more interactions, as long as those interactions are value-packed and value-filled interactions,”
5:56 – 6:04 - Taylor – “What you don’t want to do is just look at the metrics and dictate your strategy based on the data alone.”
8:24 –8:32 -Taylor - “Map that entire journey (customer’s journey) out, identify what those triggers are, what those points are where you can provide value “
8:44 – 9:03 - Taylor – “Anything that is valuable to your audience from the top of the funnel, all the way to the bottom of the funnel, build out marketing collateral for each one of those to provide value and then look at the channels and the devices that your prospects or your customers can be on, and that’s where you start touching them”
9:53 –10:03 - Solomon – “You shouldn’t care, how many touches it is going to take, you are not trying to make it into a scientific equation, that twelve and a half (touches) equals a deal. “
10:22 –10:27- Solomon- “You are helping somebody figure it out, and some people need more help than others.”
10:33 – 10:37 - Taylor – “The more touches do not necessarily mean more time, sometimes it means actually the opposite.”
16:26 – 16:36 -Solomon- “I think there is no right answer to the question how many.it is how many things can you actually create to add value to somebody who is actually looking forward to your products and solutions.”
It is better to create as many touchpoints as possible and segment it to different types of audiences. So, if you serve three different industries, make sure that they do not see the same ads. Depending on the location, they should see different things.
Think about providing more touches that offer more value than showing off something that is not useful to the end customer. With this mindset, you will move in the right direction.
If you have any questions, you know where to find us, www.oneims.com/podcast
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