How Many Touches Does It Take to Close a New B2B Customer in 2025? | B2B Medical Marketing

vikigronau
Oct 15
3 min read

Hands in the air representing the number of touchpoints needed in B2B medical marketing sales cycles in 2025

If you’ve ever wondered, “Will one social media post land me a new customer?” or “Is one press release enough to generate leads?” - you’re not alone. Many companies in B2B medical marketing and healthcare grapple with understanding how much effort it really takes to convert a prospect into a customer.

The truth? There’s rarely ever a single magic touchpoint that closes a deal. Especially in complex industries like healthcare, medtech, or biotech, the path to conversion involves multiple interactions across various channels.

You may have heard the old marketing rule of thumb: “It takes 7 to 8 touchpoints to make a sale.” But in 2025, that number isn’t so simple. Buyer behavior has evolved, attention spans have shortened, and decision-making cycles have become more complex. The number of required touches varies widely - depending on your prospect’s buying stage and the complexity of your product or service.

What Does the Latest Research Say About B2B Medical Marketing Touchpoints?

According to recent insights, here’s how the touchpoint numbers break down in today’s B2B landscape:

Inactive or cold customers: 1–3 touches
Warm inbound leads: 5–12 touches
Complex B2B sales (long cycles): Over 40 touches

Let that sink in - over 40 touches for complex B2B sales, especially in B2B medical marketing where purchasing decisions involve multiple stakeholders. This is especially true for industries like healthcare, where purchasing decisions involve multiple stakeholders, regulatory considerations, and large financial commitments.

What Do “Touches” Mean in B2B Medical Marketing?

A touchpoint is any interaction or exposure a prospective client has with your brand. This could include:

A LinkedIn post they scroll past
A press release they skim
An email newsletter they read
A webinar they attend
A case study they download
A sales call or demo they participate in

The key is understanding that no single interaction is likely to seal the deal. It’s the sum of these engagements, strategically spaced over time, that builds trust, educates the buyer, and moves them closer to conversion.

Why a Multi-Channel Strategy is Non-Negotiable

Given the number of touchpoints required, relying on one marketing channel - like social media or email - just isn’t enough. B2B medical marketing and healthcare sales require a consistent, multi-channel approach that keeps your brand top of mind and visible across the entire buyer journey.

Here’s why:

Different prospects engage on different platforms - some check LinkedIn daily, others prefer email updates, while some might attend industry webinars.
Variety builds credibility - seeing your brand across multiple platforms reinforces legitimacy and expertise.
Consistent visibility beats sporadic bursts - regular engagement ensures you’re remembered when buying decisions are finally made.

At Joya Marketing, we help healthcare companies develop strategic, multi-channel marketing plans designed to generate and nurture leads - guiding prospects through these critical touchpoints until they’re ready to convert.

Consistency is the Secret to Closing Deals

One email won’t do it. A single social post won’t either. Success in B2B medical marketing, especially in healthcare, is about showing up consistently and strategically. It’s about creating content that adds value at every stage of the buying cycle - from awareness to consideration to decision.

Social media keeps you visible
Email marketing nurtures leads
PR and media coverage build credibility
Webinars and case studies showcase expertise
Direct sales follow-ups seal the deal

It’s all part of the puzzle.

Are You Hitting Enough Touchpoints?

If your sales cycle is stalling, it might not be your product - it could be your marketing cadence. Are you visible enough? Are you engaging prospects consistently across channels?

In 2025’s competitive healthcare landscape, success in B2B medical marketing isn’t about one big move - it’s about strategic, sustained engagement over time.

Ready to rethink your lead generation strategy? Joya Marketing can help.