B2B customers touch 20 to 50 distinct marketing campaigns before converting
Jeff (Yosh) · Marketing Secrets to Hypergrowth from Building Elastic, Zuora, and Segment · Mar 1, 2022 · at 34:44
Jeff Yoshimura, CMO of Snyk, explains why SaaS leadership and boards need multi-touch campaign attribution rather than single-metric pipeline views.
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“If you think about a campaign today, you probably find that a user who then converts to a customer over that one year span, 18 months span, 24 months span, may have participated in 20 to 30 to 50 different campaigns over that life span.”
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