Embracing multiple contact points

In B2B markets, prospects rarely make a purchase after just one interaction. It typically takes five to seven touches for someone to recognise your brand and reach out. These touches can take many forms: an article on your website, a LinkedIn post, a recommendation from a colleague, a webinar, a booth at a conference, a targeted email or an advertisement. Each interaction reinforces your value proposition and builds trust.

In today’s saturated media environment, some marketers argue that even more touches are required. Regardless of the exact number, the principle remains: your message needs to be consistent and persistent across channels. For example, a prospective customer might first read a blog post about accelerating experiments, later notice your company cited in a research paper, then see you at a conference, and finally respond to a personalised email inviting them to a demo. If your website, social media and sales materials tell a coherent story, each touch strengthens recognition rather than confusing the audience.

Plan your outreach with this journey in mind. Ensure that every piece of content links back to your site, which should clearly present your value proposition and offer an easy way to get in touch. Maintain a content calendar to deliver varied yet complementary messages over time. Finally, track which channels generate engagement so you can focus on the most effective touchpoints.