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Welcome to Orange Owl’s newsletter, where we discuss driving growth, branding, positioning, and everything that makes sense in marketing for companies and marketers. Grab a coffee or matcha and let’s get started ☕
By the end of this edition, readers will explore how companies navigate everything around touchpoints and strategically use them to engage effectively with prospects. Let's dive in.
All touchpoints lead to growth
The path from first awareness to securing a new B2B customer is hardly straightforward. Buyers move through multiple touchpoints in varying sequences, with some needing far more interactions than others. As it's a buyer's journey each prospects takes a unique path to conversion. More often, the challenge lies in staying top of mind with prospects without coming across as overly eager.
The interactions of the buyers (touchpoints) with the brands includes can be online and offline, such as:
Ad clicks
Chatbot interactions
Conferences and events
Email communication
Influencer mentions
Sales calls and demos
Social media engagement
Web page views
There is a lot of content already written on optimizing each touchpoint but not enough is written about strategically placing them.
The North Star of being in top of people's mind is buyer's journey. Incorporating touch points along every step and guide buyers to learn about the product champions them for greater success.
Discovering the right fit
Data shows 63% of B2B purchases involve input from at least four stakeholders, making early lead nurturing crucial using touchpoints. That's the reason never wait for the audience to find you—reach out, engage them early, and help them learn about your product to drive informed decisions. There are multiple examples to validate this:
Scenario 1: A prospect engages with your content, follows on social media, and moves forward—much like how Salesforce prospects often review case studies before taking the next step.
Scenario 2: The prospect sees a misalignment and moves on, similar to those opting for alternatives over ServiceNow.
Scenario 3: A prospect shares your content with decision-makers. Adobe excels at this by using targeted emails and retargeting ads to nurture leads and provide fresh information for internal discussions.
Assessing the Right Fit
After discovering potential partners to work while evaluating, 72% of B2B tech buyers evaluate fit based on integration with their systems. They need demos, trials, and comparisons. Slack, for instance, uses interactive demos to show how it integrates with other tools.
Offering these resources helps buyers move closer to a decision. Following up with personalized emails and sales material to connect them with a sales rep is essential. If they’re unresponsive, it’s likely a timing issue—50% of leads are qualified but not ready. Nurtured leads, however, spend 47% more than immediate buyers.
Finding the Right Frequency + Timing
To maintain brand recall in B2B, spaced repetition is key—engage prospects at intervals like 2, 7, 30, and 60 days. This prevents brands from fading while driving them closer to action. Balance is crucial; too much outreach can push prospects away. Consistent, valuable touchpoints helps to be relevant without overwhelming prospects.
However, engagement naturally decreases over time—a concept tied to the above repetition curve is enjoyment curve, where interest wanes with repeated exposure. This means each interaction must provide increasing value to counter diminishing engagement and keep prospects invested. Balance is crucial: frequent, valuable touchpoints keep your brand relevant, while too much repetition risks disengagement.
Case Study: Monday.com’s Data-Driven Omnichannel Strategy
Monday.com leveraged a data-backed omnichannel approach to optimize customer acquisition:
1. Multi-Touch Engagement: Data revealed that prospects interacted with at least five touchpoints (emails, LinkedIn ads, product demos, retargeting ads, and web page views) before converting. This included:
30% increase in demo sign-ups after targeted LinkedIn ads.
A 20% boost in engagement when following up with personalized emails within 7 days.
2. Spaced Repetition: Monday.com used the 2, 7, 30-day rule, reinforcing brand recall, and reducing drop-off rates by 15%.
3. Trial Conversions: Free trials offered after the 3rd touchpoint saw a 25% conversion rate, especially when coupled with integration-focused demos
Conclusion
The B2B buyer's journey is complex, requiring strategic touchpoints to guide prospects without overwhelming them. As seen with Monday.com, a data-driven approach—omnichannel outreach, personalized follow-ups, and spaced repetition—boosts engagement and conversions. By balancing frequency and value, brands can stay top of mind and drive sustained success.
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