How Technology Facilitates the '7 Key Touches' Concept in Marketing & Business Development

by ON24


It is a maxim of basic marketing and business development that it takes seven “touches,” or encounters with you, your brand, and your product or service, before a potential client is interested enough to have a conversation (or reach out in response to your call to action). 

No matter how valuable, some touches, such as advertising campaigns, are expensive. Others, such as networking, are time-consuming. Some are incredibly valuable but can be elusive, such as a word-of-mouth referral or other third-party validation. That’s why it’s critical to automate some of those touches and use technology creatively to put your name and service in your target’s orbit, and lead them along the seven-touch path.

Webinars can become a key element in your outreach and a way to build a relationship with potential clients and strengthen existing relationships. Here are the seven important touches for a successful webinar.

1. The invitation 

Send a series of visually appealing invitations. Many webinar invitations focus on the qualifications of the speakers. Attendees are more interested in what they will learn. Rather than simply listing the learning objectives, pose them as questions, such as, “Do you know the growth rate of the data security industry and the amount that is predicted to be spent there this year?” This subtle call for action implies that the reader needs to know this information, and can learn it at your program, playing on a very subtle FOMO (fear of missing out).

2. Questions for the panel 

When attendees register, offer them the chance to submit questions they would like answered or issues they would like to hear addressed. Engage them in the content at the earliest opportunity. Imply this is their program, and you want to tailor it to their needs. 

3. Registration confirmation 

Use this communication to set a tone of interactive exchange. Instead of saying “you will learn,” remind the attendee that “we will be discussing,” suggesting activity on the part of the attendee.

4. Webinar questions 

At the beginning of the webinar, invite attendees to submit questions throughout the program. Respond by answering those, or acknowledging them during the program and saying you will address them at the end. Let the attendees know you are listening to them, focused on them, even as you are presenting. 

5. Polls  

Use polls during the webinar to keep attendees thinking and engaged. Discuss the content and their answers as if attendees were in the room. Call them by name, if appropriate.

6. Follow-up summary 

Thank attendees for joining by sending them a summary of the conversation, with key takeaways highlighted. Send a similar “sorry we missed you” email to registrants who didn’t show, telling them three important lessons from the program and inviting them to listen to the archive to learn more. This is a vitally important touch point that many marketers fail to maximize.

7. Continuing the conversation 

Look carefully at the results of poll questions, and at the questions that are posed during the program by attendees. Were they sufficiently answered? Is there another program there? Was there additional interest in content you had to deliver quickly? Show attendees you are focused on them and truly listened to their questions. Invite those who did attend into a more detailed dive into their very specific topics of interest.

The goal for this second program is not a large number of attendees. It’s about speaking to a select group of engaged targets who truly want to learn more about your expertise. You’ve now identified those willing to commit. 


[Samantha McKenna is a Regional Vice President, Sales at ON24Connect with her LinkedIn to learn how webinars can supercharge your firm's content efforts.]

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