What Does It Take To Seal A New Deal In B2B?

After examining over 1.5 million contact journeys, HockeyStack’s data reveals it takes 222 touchpoints from the first website visit to closing a deal.

Here’s the breakdown of those 222 touchpoints:

54 touchpoints happen during the journey from a prospect’s first website visit to becoming a high-intent lead. This includes actions like checking out your demo request, visiting pricing pages, or filling out contact forms.

168 more touchpoints occur from the time they’re a high-intent lead to when the deal actually closes.

That’s 3 times as many interactions after they become a lead 🤯

So what does this mean for marketers?

The marketer's job isn't complete once leads are generated.

Buyers tend to conduct 3x research (168 interactions with your brand) after completing a high-intent action.

So, the question is: are we putting three times the effort into post-lead nurturing? Or are we still mostly focused on just generating leads?

Prospects aren't saying, "Great ad, now let me speak to sales."

People don’t see an ad and immediately think, “Time to talk to sales.” Before they show real interest, they’re digging into the basics elsewhere.

They want to know what we do, who we serve, and if we truly understand their challenges.

The decision-making web expands as leads progress

As leads move through the buying journey, more stakeholders get involved in decision-making. That means more touchpoints.

So is your content strategy meeting the varied information needs of all these personas?