People want to get to know a brand before they purchase

Key Concepts:

• Customer Journey Length
• Touchpoints
• B2B (Business-to-Business)
• B2C (Business-to-Consumer)
• Conversion

Customer Journey and Touchpoints

The core idea is that customers need to get to know a brand before making a purchase. The video emphasizes the increasing length of the customer journey, particularly as the price point of the product or service increases. This applies to both B2B (Business-to-Business) and B2C (Business-to-Consumer) sales.

Touchpoint Numbers and Price Points

The video provides specific data points regarding the number of touchpoints required for conversion, categorized by price point and business model:

• B2B (Over $10,000): 23+ touchpoints are generally needed before a customer is willing to convert.
• B2C (Under $100): Approximately 8 touchpoints are required.

Examples of Touchpoints

The video mentions several channels that can serve as touchpoints:

• Email
• Webinars
• Instagram

The speaker implies that a multi-channel approach is necessary to reach potential customers effectively.

Increasing Touchpoint Trend

The speaker notes that the number of touchpoints required for conversion is consistently increasing. This suggests that businesses need to invest more in building brand awareness and nurturing leads over a longer period.

Conclusion

The main takeaway is that the customer journey is lengthening, and businesses need to increase the number of touchpoints to drive conversions. The specific numbers provided (23+ for high-value B2B, 8 for low-value B2C) offer a benchmark for planning marketing and sales strategies. The need to utilize multiple channels (email, webinars, Instagram, etc.) is also highlighted.