Metric Monday: Number of Touches Buyers Have with Vendors on Their Short-Lists

saraboostani

Last fall, we asked nearly 1,000 B2B buyers how many interactions (reading content, watching videos, talking with vendor personnel, etc.) they had across their buying process with the winning vendor.

We found that a typical 10-member B2B buying team had 160 digital and human-mediated (16 each, on average) over the course of their buying journey, and more than 4,000 across all channels. And, buyers said they had about the same number of interactions with non-winning vendors.  

Below, we show the number of touches buyers are having with vendors based on their level in their organization. It is not just a designated scout or two from each buying team that visits vendor websites. Buying team members from the corner offices to the smallest cubicles told us that they have double-digit interactions with each vendor being evaluated.

The most effective B2B revenue teams exploit these signals to know which accounts are in-market and require marketing or sales attention.
@Kerry