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Marketing

15 Marking Touchpoints that Will Guide Your Prospect to Book a Demo

Akshaya Chandramouli
May 22, 2023
Table of Contents

Do you remember Takeshi’s castle and the historic skipping stones

You jump on the right stones, and there you go, easy to reach the next level of the game. But what if you landed on the wrong stone? Everyone laughed! But that will not happen when you lose your prospect. 

Your prospect is that smiling champ getting ready to play the skipping stones of landing on the right marketing touchpoints to reach the happy destination of having a product that solves their problem. 

Fret not about the wrong stones, because in this post, we’ll help you pick the perfect 15 marketing touchpoints to help you guide your prospect to book a demo

What Exactly Is a Marketing Touchpoint?

Marketing touchpoints or digital touchpoints are any form of customer interaction or point of contact that a potential customer has with your brand or company. Every time a potential customer engages with your brand, they're experiencing a marketing touchpoint. Marketing touchpoints can occur through various channels, such as advertising, social media post, email campaigns, events, customer loyalty programs, customer service, or even in-store experiences. 

Role of Marketing Touchpoints in a Buyer's Journey

When it comes to marketing touchpoints, it's important for marketing teams to understand that they go beyond just providing information. Each touchpoint should evoke a certain emotion in the customer, whether it's excitement, trust, or happiness. These emotions can influence how the person feels about your brand or product, ultimately leading them towards making a purchase decision. The key here is to have a strong understanding of your customer preferences. 

The buyer's journey goes through three important stages: awareness, consideration, and decision.

1. Awareness Stage

This is the first stage of the buyer journey. 

Here, the buyer is aware of a pain point that they have. Let's say your potential customer is browsing their LinkedIn feed and comes across an ad for a software company specializing in project management tools. They are already struggling with project management or thinking of switching to automation from manual management. 

The ad features an attention-grabbing headline and a compelling image and mentions a free trial offer. That's it! Your LinkedIn ad serves as a marketing touchpoint for the awareness stage, as you've captured their interest in your company and products.

the buyers journey
Source

2. Consideration Stage

Now that the buyer has identified a pain point and is sure of it, they will start to evaluate various solutions to their problem. Let’s say that the potential customer has clicked your LinkedIn ad.

They now get directed to your company's website, where they see an interactive product demo, one of the customer experience touchpoints embedded on your website that showcases your product in action and helps the buyer make an informed decision.

This makes a stronger case for the potential buyer to consider your product, as the product demos allow the buyer to see the features and benefits of your product and how it can solve their pain points. When they see your product in action and are convinced you might be a good fit, they shortlist you into their consideration set and move to the next stage.

You can also use other product-focused touchpoints during the consideration stage, such as product tours, product-focused blog posts that show your product in action, and product webinars. These touchpoints provide valuable insights into your product and help the buyer determine if it fits their needs well.

3. Decision Stage

Level three is the most important stage, where the buyer decides which product or service to purchase. 

They want to see proof that it's worked for other businesses. At this stage, the buyer goes to your company's website, wanting to find a case study about a similar business that successfully implemented the tool and saw positive results. But guess what? Since they already saw your product in action via product demos and product tours, they are already almost convinced about the purchase. 

But marketing touchpoints such as the case study gives that little nudge to build trust and reassure the business owner, ultimately leading them towards making a purchase.

15 Marketing Touchpoints to Motivate a Demo Booking

We’ll share 15 rewarding marketing touchpoints, real-time customer touchpoint examples from top brands, and how you can use them in different stages of the buyer’s journey.

1. Social Media Advertising

First in line - You can run social media ads targeting potential customers to create awareness about your product or service. For example, check out Hubspot’s ads on its social media channels targeting business owners to discover how their CRM platform transforms prospecting, connecting, reporting, and collaboration like never before. With bold graphics and clear visuals, their LinkedIn ad is designed for easy absorption while browsing.

HubSpot LinkedIn ad showcasing their CRM platform with clear product visuals and bold graphics.
Full video ad

Why Social Media Advertising Is a Good Marketing Touchpoint? 

  • Its highly targeted nature allows businesses to target specific audiences based on demographics, interests, and behaviors.
  • Allows creating campaigns tailored to your ideal customers' needs and preferences, increasing the likelihood that they will engage with your content.
  • Potential to reach a large target market for promoting your products or services. 

2. Educational Blog Posts

Good old long form of content creates wonders. Nothing compensates for creating informative content that addresses the pain points of your target audience and provides solutions. 

For example, check out this Moosend’s blog post - What Is Email Marketing? A Beginner’s Guide For 2023. It has everything one needs to know to streamline a successful email marketing process, from definition to benefits and practices. Ultimately, they cleverly made the reader understand how Moosend can help them with everything mentioned in the blog. 

Screenshot of Moosend's email marketing blog post featuring tips and strategies for effective email campaigns. 
Full blog

Why Blog Is a Good Marketing Touchpoint? 

  • Helps to drive traffic to your website and attract visitors who are interested in your offerings.
  • An effective way to establish yourself as an authority in your industry. 
  • A very interactive way to engage with your audience is by encouraging comments and if it interests your visitor, it also helps with qualified lead conversions. 

💡 Pro tip: In your product-based blog posts, embed product demos as GIFs to show your product in action

3. Webinars 

Hosting webinars can be an effective marketing touchpoint as it provides valuable insights and demonstrate your expertise to potential clients. 

Check out how ActiveCampaign developed a series of webinars dedicated to announcing its product updates as part of its customer touchpoint strategies. ActiveCampaign used these webinars to promote the company and communicate easily with its customers.

ActiveCampaign webinar series screenshot featuring the different webinars organized by the company as a marketing touchpoint

Why Webinars Is a Good Marketing Touchpoint? 

  • By sharing valuable insights and expertise, you can build credibility with your audience and also increase brand awareness.
  • Allow for interactive engagement and position you as an expert in the field with attendees, including live Q&A sessions, polls, and customer satisfaction surveys. 
  • Can be accessed by attendees from anywhere in the world, making them a cost-effective way to reach a large audience

Customer Testimonials 

A very happy marketing touchpoint and no one can deny it. Share the success stories of your loyal customers to showcase the effectiveness and value of your product or service. Check out Notion’s testimonial that made social media cool again. It had the perfect balance of hook, story arc, visuals, takeaway, and music that led everyone to explore Notion’s features. 

Why Customer Testimonials Is a Good Marketing Touchpoint? 

  • When potential customers see positive reviews from existing customers, they are more likely to trust your business and make a purchase.
  • Creates an emotional connection with potential customers by sharing real-life experiences of how your product or service has helped solve a problem or meet a need. 
  • Showcases newer use cases of how your existing customers are using your product, thereby motivating prospects to make a purchase.

5. Product Demos

Offer product demos to potential customers, with no strings attached. Allowing them to experience your product or service firsthand can be a good marketing touchpoint. Topylyne’s product tour is an excellent example. The very first pop-up explains what Topylyne does and how users can benefit from it. 

You can learn more about creating a product demo that converts here. 

An image of Storylane's product tour showcasing different features and benefits of their product with interactive elements such as buttons and pop-ups

Why Product Demos Is a Good Marketing Touchpoint? 

  • Helps prospects see your product firsthand with the right product placement, how it works, and how it can benefit them, which can be more persuasive than simply reading about it or watching a video. 
  • Low-risk for potential customers because they can try your product or service without committing to a purchase. 
  • Gives your business a competitive advantage by setting you apart from competitors who don't offer a similar experience. 

💡 Pro tip: Interactive demos can provide a hands-on experience of your product or service, which has better engagement than a static product demo

6. Chatbots or Live Chat on the Website

A crucial touchpoint that provides real-time support to potential customers through chatbots or live chat on the website. 

Check out Hubspot’s live chat and how they use it creatively. Live chat gives these communities an opportunity to have real-time discussions and help Hubspot’s potential customers. 

Screenshot of Hubspot's live chat feature showing a customer support agent answering a user's question on the platform, which works well as a marketing touchpoint

Why Live Chats Is a Good Marketing Touchpoint? 

  • Allows existing customers to get instant support and answers to their questions, which can help to build trust and confidence in your business so that they stick to your brand.
  • Increases engagement by providing a convenient and accessible way for both prospects and customers to interact with your business. 
  • Offers assistance and guidance to potential customers. In the process, also collects their contact information for follow-up. 

7. Referral Programs

It’s no secret that potential customers tend to trust recommendations from their peers more than any form of communication. In fact, a whopping 83% of customers consider friends and family as their most reliable sources of referrals. Check out Dropbox's referral program, which operates on a one-sided reward system. When you refer someone to Dropbox, you’ll both get extra storage.

Screenshot of Dropbox’s referral communication which acts as a good marketing touchpoint

Why Referral Programs Is a Good Marketing Touchpoint? 

  • When customers receive recommendations from their peers, they are more likely to trust the recommended product or service
  • By incentivizing existing customers to refer their friends and family, businesses can acquire new customers without spending large amounts on advertising
  • Referral marketing leads to a higher conversion rate compared to other forms of marketing

8. Promotional Emails

Promotional emails are different from other email campaigns and newsletters. They are sent for one particular purpose and that is to convert more potential customers. One such email is the cart abandonment email that provides an opportunity to remind potential buyers about their interest in a product and include personalized incentives, such as a free demo or consultation, and encourage them to complete the purchase. Check out Away’s cart abandonment email that motivates the recipient to complete a purchase using short, sweet, and no-distraction content. 

An image of Away’s cart abandonment email that motivates buyers to complete the purchase with less distraction and acts as a good marketing touchpoint

Why Cart Abandonment Emails Is a Good Marketing Touchpoint? 

  • It serves as a reminder to customers about the items they left behind in their cart, encouraging them to complete their purchase and increasing conversion rates.
  • Can be personalized based on the items in the customer's cart, making the email more relevant and engaging. 
  • Includes incentives such as discounts or free shipping, which can encourage customers to complete their purchases. These incentives can be a powerful motivator for customers who are on the fence about making a purchase.

9. Email Campaigns

Use email campaigns to send personalized messages and offers to potential customers. Check out this e-mail from Dropbox that strikes a professional and courteous tone while also providing clear instructions and links to template libraries. The call-to-action is prominently displayed, making it impossible to miss. 

Image depicting a screenshot of a promotional email campaign with a clear call-to-action, showcasing the brand logo, and visually appealing design elements.

Why Email Campaigns Is a Good Marketing Touchpoint? 

  • By tailoring the message to the customer's interests and pain points, businesses can show how their product can solve their specific needs.
  • Can include clear and prominent call-to-action buttons that encourage customers to book a demo. 
  • By sending targeted and relevant follow-up emails, businesses can remind customers of the benefits of their product and encourage them to take action.

💡 Pro tip: Embed a personalized product demo video in your email campaign, inviting the recipient to explore your product more. 

10. Newsletters 

Newsletters are a great marketing touchpoint as they provide an ongoing way to stay in touch with customers, offer valuable content, and can be targeted to specific customer groups, all while being cost-effective. Check out Invsion’s weekly newsletter which includes a roundup of their best blog content, favorite design links from the week, and a new opportunity to win a free t-shirt!

Screenshot of Invision’s newsletter, showcasing its use as a marketing touchpoint

Why Newsletters Is a Good Marketing Touchpoint? 

  • Allows businesses to stay in touch with their customers and build ongoing relationships. By providing valuable content, such as tips, insights, and promotions, businesses can establish themselves as a trusted resource and stay top-of-mind with their customers
  • Can be tailored to specific segments of a business's audience, allowing them to deliver targeted messaging and promotions to different customer groups. 

11. Podcasts

Podcasts can be a highly engaging and informative way to showcase a product and its features. For example, The Customer Engagement Lab is a unique business-comedy video podcast that explores creative sales and marketing campaigns for customer attraction. With in-person interviews, round table discussions, and TikTok reaction customer segments, it offers a one-of-a-kind B2B experience.

Customer Engagement Lab podcast hosts in-person interviews and roundtable discussions on creative B2B marketing campaigns with a touch of humor.

Why Podcasts Is a Good Marketing Touchpoint? 

  • Through engaging conversations and storytelling, businesses can pique the interest of potential customers and motivate them to book a demo.
  • Offers the convenience of on-the-go learning. So it can reach a wider audience and create awareness about your product. 
  • Can increase their visibility and credibility and motivate potential customers to want to learn more about their product through a demo.

12. Offline Conferences

Offline conferences or Summits could be another one where companies can showcase their product, and everyone attendee can get a glimpse of the product. For example, Marketo's "Marketing Nation" community provides resources, events, and networking opportunities for marketers. By building a community around its product, Marketo effectively markets itself as a comprehensive and supportive solution for marketers.

Image of Marketo's Marketing Nation logo with people networking and collaborating in the background, representing a thriving community of marketers

Why Offline Conferences Is a Good Marketing Touchpoint? 

  • Provides an opportunity for businesses to interact with customers face-to-face, building personal connections and trust.
  • Attracts a targeted audience, making it easier for businesses to identify potential customers and tailor their product demos to their needs.
  • Increases the pace of decision making such as booking a demo as offline events activates a part of the brain associated with active reflections on decision-making

Online Customer Reviews and Ratings

Online reviews and ratings on trusted platforms are a customer experience touchpoint that motivates your prospective customers to book your demo, acting as a marketing touchpoint. Check out this positive review of Storylane, an interactive demo platform that increases trust in that brand.

Screenshot of Storylane's customer reviews on the G2 website, showcasing positive feedback and high ratings for the company's products and services.

Why Online Reviews And Ratings Is a Good Marketing Touchpoint? 

  • Acts as social proof and help potential customers evaluate the quality and effectiveness of a product, which can motivate them to book a product demo.
  • Increases a business's trust and credibility with potential customers, increasing the likelihood of booking a product demo.
  • It provides insights into customers' needs and preferences, allowing businesses to tailor their product demos to meet those needs and preferences better.

💡 Pro tip: Drive user engagement and increase research time by embedding interactive videos on review platforms like TrustRadius and G2. Compared to video demos, interactive demos have 3 times more engagement and lead to an average research time of 40 minutes, while the average web user spends only 45-54 seconds on a website.

14. E-Books

E-books are a good marketing touchpoint as they provide value-added content that can help attract and engage potential customers. For example, The Social Media Trends Report by HubSpot shares insights from industry insiders and helps social media marketers how to adapt marketing strategies to take advantage of the ever-changing social media landscape.

"HubSpot's ebook '2022 social media trends' as an example of using ebooks as a marketing touchpoint"

Why E-books Is a Good Marketing Touchpoint? 

  • By creating informative and valuable e-books, businesses can establish themselves as thought leaders in their industry, thereby gaining the trust of their potential customers.
  • Create an opportunity to collect email addresses and nurture the email list with valuable content, thereby staying on top of mind for your subscribers
  • Encourages readers to learn more about their product and take the next step towards booking a demo.

15. Whitepapers

Whitepapers are a good marketing touchpoint as they establish thought leadership, provide valuable insights, and help generate leads. Check out Google’s Cloud Security and Compliance White paper. This explains the efficiency of Google Cloud products and services in keeping the data of any workspace safe and secure.

Google’s whitepaper 'Google Cloud Security and Compliance' as an example of using whitepaper as a marketing touchpoint"

Why Whitepapers Is a Good Marketing Touchpoint? 

  • Whitepapers are educational resources that provide valuable insights on industry trends and challenges, positioning your business as a thought leader and expert in your field.
  • By offering whitepapers as gated content, you can collect contact information from interested readers and follow up with personalized outreach, increasing the likelihood of booking a demo.
  • Whitepapers can be repurposed into other formats, such as blog content or social media content, expanding your reach and creating multiple touchpoints for potential customers.

Measuring the Success of Your Marketing Touchpoints 

Tracking successful marketing touchpoints is very important and is possible. But it isn’t always easy, as,

  • Conversion types can vary widely. For example, some businesses rely on conversions like phone calls, live chat, and form fills to create leads that are then closed offline by sales teams. But it is quite a task to track the volume of these conversion types and attribute the closed revenue back to the marketing channels and campaigns that drove those conversions. 
  • Customer journey mapping can be lengthy. 15 is just a start. There can be hundreds of touchpoints for some industries. While some insight can be gained into which channels drive conversions, it can be challenging to attribute closed revenue to the proper channels.
  • Crediting the last-click conversion is not sufficient enough. It is important to credit all supporting touchpoints in the customer motivation journey. Without proper lead tracking, ensuring that marketing channels and campaigns receive fair credit for driving revenue is impossible.

Wrapping Up

Understanding the customer's entire journey, business outcomes, and business goals is very important in deciding which marketing touchpoint can be effective for you. By understanding the buyer's journey, finding your customer journey map, and aligning the effective touchpoints accordingly, you can create a seamless experience for your customers. Diversify the touchpoints and experiment with new ones to stay ahead of the competition. Focus on providing value and building trust with customers and successfully use these touchpoints to increase the number of product demos booked and achieve their marketing goals!

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