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When managing a lot of several SaaS Accounts every single one believed they needed elaborate multi-touch nurture sequences before anyone would convert.The data told a different story.The companies...
When managing a lot of several SaaS Accounts every single one believed they needed elaborate multi-touch nurture sequences before anyone would convert.
The data told a different story.
The companies burning the most budget on scattered touchpoints had the worst CAC. The ones who built a single, comprehensive conversion experience outperformed them by 30-50%.
B2B buyers now engage in approximately 60 touchpoints before finalizing a deal. Marketing teams celebrate this as proof their complex systems work.
I see it differently.
80% of B2B buyers initiate first contact when they're already 70% through their buying journey. They've done their research. They know what they want.
Most of those 60 touchpoints are just expensive background noise.
I had a client spending $300 per lead across retargeting, email sequences, content syndication, and LinkedIn touches. Their attribution dashboard showed 14 touchpoints before conversion.
When I analyzed the actual conversion paths, most people booked demos within 48 hours of watching the product video. The other 12 touchpoints just happened to fire. They didn't cause anything.
73% of B2B marketers say webinars generate the highest quality leads. The average webinar converts 56% of registrants into engaged participants.
VSL funnels achieve 20-50% higher conversion rates than text-based approaches. High-performing VSLs see 65-85% completion rates.
These formats work because they deliver everything a buyer needs in one focused experience.
Information. Proof. A reason to act now.
You're not asking someone to piece together your value proposition from 12 scattered messages over three months. You're giving them the complete story while you have their attention.
The average B2B SaaS customer acquisition cost is $656. For some sectors it hits $1,450.
When you drive cold traffic to a well-built webinar, you convert ready buyers immediately at a fraction of that cost. The people who don't convert yet stay in your pipeline, but they entered at a much warmer temperature than a cold lead magnet download.
One client doubled their landing page conversion by replacing their multi-step nurture with a single VSL. Their CAC dropped 40%.
The math works because you're respecting how people actually make decisions. They don't need to be touched 12 times. They need comprehensive information delivered well, once.
If you can profitably convert cold traffic with one strong webinar or VSL, what justifies the demand gen team of eight people?
The marketing automation platform with 47 features you don't use?
The attribution software tracking touchpoints that don't matter?
Complexity justifies budgets and headcount. Simplicity threatens them.
I've seen this resistance firsthand. CMOs who know their current approach isn't working but can't admit that a more direct path might outperform years of accepted wisdom.
Direct response marketing works the same way it always has.
Hook the right person with their actual pain point. Reframe how they think about the problem. Show proof it works. Give them a clear reason to act now.
A good webinar or VSL does all of this in 45 minutes. Then email takes over for people who need more time.
You're not chasing prospects across platforms for months. You're giving them a clear path and letting them choose their speed.
The ones ready now convert fast. The ones who need time stay warm in your list. Both outcomes beat scattering budget across touchpoints and hoping something sticks.
Take 10% of your monthly ad budget. Build one webinar that addresses your ICP's core problem, reframes their thinking, and presents your solution with proof.
Drive cold traffic straight to it. Track two numbers: cost per registration and cost per qualified demo.
Compare that to what you're currently spending to get a qualified demo through your multi-touch sequence.
The data will show you what I've seen across 15+ accounts: concentrated persuasion outperforms distributed touchpoints.
The principles that always worked still work. We just convinced ourselves they didn't apply anymore.
Most marketers I talk to are paralyzed by this. They see AI as a threat to their traffic, their MQLs, their entire funnel. They're not wrong to worry. But they're asking the wrong question. The question isn't "how do I get my traffic back?" It's "how do I get cited when AI answers the question?"
Schedule a demo call to uncover how our elevize Conversion Engineering™ turns your funnel into a
high-converting, revenue-generating machine.
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