What is a touchpoint?
A touchpoint is an interaction moment between a company and a customer. Every contact moment is important. After all, it is an opportunity to create a positive experience with your brand and a step closer to a potential deal.
On average, there may be 7 contact moments needed, but ultimately the actual number is different for each organization. For example, purchasing a new keyboard will require fewer touchpoints than purchasing a new CRM system.
Let Marketing and Sales create touchpoints together
Nowadays, approximately 70% of the B2B purchasing process takes place online. Online touchpoints are therefore becoming increasingly important. This changes the enough touchpoints role of Sales. Where Sales used to be leading in the sales process, Sales is now becoming part of the total process. This does not mean that Sales cannot contribute to the number of contact moments.
In practice, we often see that Marketing and Sales operate fairly separately, but they are really dependent on each other. Therefore, work together as Marketing and Sales in determining and creating touchpoints. You can follow a two-track policy:
- Define the ideal customer together. Map the current customer journey and see where both Marketing and Sales can create additional touchpoints to influence the purchasing process.
- Create a list of target accounts ; companies you would like to get in touch with. Then determine for each account which touchpoints are needed to build a relationship.
Sales often knows exactly what customers need and can determine together with Marketing what content and resources are needed. And by thinking together about the macedonia phone number library different phases of the customer journey, the message becomes more consistent. Finally, don’t forget to calls to action: 31 examples that work agree on who is responsible for which touchpoint, at what point in the customer journey.
Creating touchpoints at every stage of the buyer journey enough touchpoints
A customer journey, also called the customer or buyer journey, can be divided into different phases. There are different models and names for this. We use the following model:
Phase 1: awareness enough touchpoints
In this phase, your potential customer has a (latent) need or problem. As soon as the customer becomes aware of this, he will want to know more. In this phase, on the one hand, you want people to know that you exist and come to you. You want to stand out. On the other hand, you want to jiangxi mobile phone number list inspire and give your potential customer ideas. Maybe he has a problem that he was not yet fully aware of.
It is therefore important to create brand awareness and to be found. Sales can of course also call out to potential customers themselves, in order to (better) come to the fore.
Possible touchpoints in the awareness phase:
- Online ads, banners
- Social media posts and ads
- Personal InMails
- Post comments on social media posts from leads and customers
- Direct mail by post
- Offline advertising: radio, print, out of home etc.
- Blogs on your own website or your blogs on third party websites
- Webinars
- Podcasts
- E-books, whitepapers etc.
- Newsletter/e-mail subscription
- Cold calling by Sales
- (Network) events, (Digital) Round Table session