Here's a question that's been keeping me up at night: When did we convince ourselves that more touchpoints automatically equal better results?

I was scrolling through LinkedIn last week when I saw a marketer bragging about their "comprehensive" outreach strategy—47 different touchpoints across six months. Forty-seven! Email sequences, LinkedIn messages, display ads, retargeting campaigns, newsletter mentions, the works. The comments were full of praise for being "thorough" and "persistent."

This isn't surprising when you consider that an average buyer gets 100+ emails a day, opens just 23%, and clicks on just 2% of them. We've been conditioned to think more equals better.

But here's what caught my attention: buried in the thread was someone sharing completely different results. They'd focused on just 8 strategic touchpoints—but each one was designed as an experience, not just another message. Their response rate? 12%. Same industry, same buyer personas, completely different philosophy.

That's the difference between touchpoints and turning points.

The Touchpoint Trap We All Fell Into

Let's be honest—we've all been guilty of this. Someone downloads your ebook, so you put them in a 12-email nurture sequence. They visit your pricing page, so you retarget them with ads for the next 90 days. They attend your webinar, so you send them three follow-up emails with links to book a demo.

We're treating our buyers like pinballs in a machine, bouncing them between touchpoints and hoping something eventually sticks.

But here's the thing: your buyers aren't keeping score of how many times you've "touched" them. They're asking themselves one simple question: "Does this company actually get me?"

Most of the time, the answer is no. Because we're so focused on frequency that we've forgotten about resonance. Recent research shows that 91% of B2B buyers expect at least some level of personalization during the purchasing process, with 51% wanting a high or very high level of personalization when evaluating B2B purchases. Yet one of the top three pain points I keep hearing during the B2B buying experience is lack of customization, localization, and personalization (make it make sense).

What Turning Points Actually Look Like

A turning point isn't just another message—it's a moment that shifts how someone thinks about their problem, your solution, or their relationship with your brand.

Let me tell you about a campaign that absolutely nailed this. The team at Ping Identity decided to have a "MEATing" instead of sending another generic follow-up email. They sent Omaha Steaks through Sendoso with clever messaging that used clever wordplay.

The results? Over $1M in pipeline and a 150% increase in meetings booked!

That's the difference between a touchpoint (another email in their inbox) and a turning point (a moment that made prospects think "these people actually get it" and want to engage).

The Experience Economy Isn't Just B2C Anymore

We've been so focused on B2C powerhouses like Apple stores, Disney experiences, and Starbucks creating a "third place"—that we missed how this applies to B2B.

But think about your own buying decisions at work. Do you remember the vendor that sent you the best email sequence? Probably not. Do you remember the one that sent you something thoughtful right after you got promoted? Absolutely.

The Experience Economy in B2B isn't about grand gestures or expensive gifts. It's about creating moments that make your prospects feel seen. Moments that break through the digital noise and create actual human connection.

And the data backs this up. Research shows that fast-growing companies generate 40% more revenue from personalization than slower-growing competitors, while nurtured leads move through the sales cycle 23% faster than non-nurtured leads. That's not just better engagement—that's better business.

Why Digital Fatigue is Your Secret Weapon

Here's something counterintuitive: the fact that everyone else is stuck in the touchpoint trap is actually great news for you.

Your prospects are drowning in digital noise. Most B2B buyers have literally created separate "junk" email accounts just to escape the avalanche of sales pitches. Their LinkedIn feeds look like a copy-paste competition. Their calendars are packed with "quick 15-minute calls" that all sound exactly the same.

Meanwhile, they're craving something different. They want experiences that feel personal, not automated. They want to work with companies that actually "get" them.

But when you create an actual experience—something that acknowledges them as a human being with real challenges and real wins—you don't just stand out. You get remembered.

And in B2B, being remembered is half the battle.

The Hybrid Approach That's Working Right Now

The companies getting this right aren't abandoning digital—they're making it better by layering in physical touchpoints at strategic moments.

Maybe it's sending a book related to a problem they mentioned on a sales call. Maybe it's congratulating them on a promotion with something thoughtful to celebrate them. Maybe it's following up on a webinar with a care package tied to the content they just consumed.

The key is making it feel intentional, not random. Every experience should move the relationship forward and tie back to your ongoing conversation.

Want to see this in action? We recently ran a deep-dive into how leading B2B companies are making hybrid engagement work. Check out our on-demand webinar where we break down real examples and share the strategies behind campaigns that are generating millions in pipeline.

Companies like Gong have used creative gifting campaigns to influence $33M in pipeline, while others are seeing consistent results quarter after quarter using strategic experience-led approaches.

From More to Better

Look, I'm not saying you should scrap your entire marketing strategy and start sending everyone champagne. That's not sustainable, and it's not smart.

What I am saying is this: instead of asking "How can we touch this prospect more?" start asking "How can we create one moment that actually matters?"

Instead of optimizing for opens and clicks, optimize for the response that says "Thank you for thinking of me" or "This came at exactly the right time."

Instead of measuring touchpoints, measure turning points—the moments that shift relationships and move deals forward.

Because in the Experience Economy, it's not about how many times you reach out. It's about reaching out in a way that actually reaches them. Recent data shows that 48% of B2B merchants record strong outcomes after investing in personalized product recommendations, and companies using AI-driven personalization are seeing 68% of initiatives exceed revenue targets and expectations.

The brands that figure this out first are going to have a massive competitive advantage. The ones that don't? They'll keep chasing vanity metrics while their competitors build real relationships and win real deals.

Your buyers are craving authentic connections in an increasingly digital world. The question is: are you going to give them another touchpoint, or are you going to create a turning point?

Ready to learn more about building an experience-led strategy? Explore our customer success stories to see how companies are turning experiences into revenue.

Time to find out.

Ready to Transform Your B2B Marketing Strategy?

The shift from touchpoints to turning points isn't just a trend—it's the future of B2B marketing. Companies that master experience-led engagement are seeing measurable results: stronger pipeline generation, faster sales cycles, and deeper prospect relationships.

But like any strategic shift, it comes with questions. How do you balance digital efficiency with personal experiences? What's the right investment level for different prospect segments? How do you measure success beyond traditional metrics?

Below, we've compiled answers to the most common questions we hear from B2B marketers making this transition. Whether you're just getting started or looking to refine your approach, these insights will help you create more meaningful buyer experiences.

Frequently Asked Questions: B2B Experience Economy

How many touchpoints should a B2B marketing campaign have?

There's no magic number, but quality matters more than quantity. As observed in the industry, marketers using 40+ touchpoint sequences often see response rates under 1%, while those focusing on 8 strategic experience-focused touchpoints achieve 10-15x better results. Focus on creating fewer, more meaningful interactions rather than maximizing touchpoint frequency.

What is the Experience Economy in B2B marketing?

The Experience Economy in B2B is about creating moments that make prospects feel seen and understood, rather than just sending more messages. It involves breaking through digital noise with personalized, thoughtful experiences that acknowledge buyers as human beings with real challenges and wins.

Why are B2B buyers experiencing digital fatigue?

B2B buyers receive 100+ emails daily, open just 23%, and click on only 2%. Many have created separate "junk" email accounts to escape sales pitches, and their LinkedIn feeds are filled with repetitive content. This digital overwhelm creates an opportunity for companies that focus on meaningful experiences instead of volume.

How much revenue impact can personalized B2B experiences create?

According to the research I included above, fast-growing companies generate 40% more revenue from personalization than slower-growing competitors. Additionally, 48% of B2B merchants record strong outcomes after investing in personalized approaches, and companies using AI-driven personalization see 68% of initiatives exceed revenue targets.

What does a successful B2B turning point campaign look like?

A great example is Ping Identity's "MEATing" campaign, where they sent Omaha Steaks through Sendoso with clever messaging instead of generic follow-up emails. This resulted in over $1M in pipeline and a 150% increase in meetings booked. The key was creating a memorable moment that showed they "get" their prospects.

How do you measure turning points vs touchpoints?

Instead of measuring opens, clicks, and frequency (touchpoint metrics), focus on measuring relationship shifts and deal progression. Look for responses like "Thank you for thinking of me" or "This came at exactly the right time." Track how experiences move prospects through the sales cycle rather than just engagement metrics.

What is the hybrid approach to B2B experience marketing?

The hybrid approach combines digital marketing with strategic physical touchpoints. This might include sending relevant books after sales calls, congratulating prospects on promotions with thoughtful gifts, or following up webinars with themed care packages. The key is making each experience feel intentional and tied to ongoing conversations.

How fast do nurtured leads move through the B2B sales cycle?

Research shows that nurtured leads move through the sales cycle 23% faster than non-nurtured leads. This demonstrates that investing in meaningful prospect experiences not only improves engagement but also accelerates deal velocity.

What percentage of B2B buyers expect personalization?

91% of B2B buyers expect at least some level of personalization during the purchasing process, with 51% wanting a high or very high level of personalization when evaluating B2B purchases. Despite this clear demand, lack of customization remains one of the top three pain points in the B2B buying experience.

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