Introduction

In 2024, B2B SaaS companies needed more touches and views to win deals. This report explains why and what deal size has to do with it.

What's the problem it solves?

It helps B2B marketers understand how many actions (like website visits, ad views, or emails) it takes to turn a lead into a sale-especially how this changes based on deal size and company size. Without this info, teams might waste time and money chasing the wrong goals or expecting results too soon.

Quick Summary

The report shows that it’s now harder to close a deal in B2B SaaS than it was last year. On average, companies needed 9.5% more ad views (impressions) and 19.8% more actions (touchpoints) in 2024 to close a deal compared to 2023. This means buyers need to see your brand more often and interact with your company more before deciding to buy.

Deal size plays a big role. Smaller deals (under $10K) need fewer impressions and touchpoints, while deals over $100K require much more-nearly 5,500 impressions and over 400 touchpoints. The bigger the deal, the more people and steps are involved in making the final decision. Company size also affects the journey, but not always for the reasons you might expect. Surprisingly, larger companies often still need more touches and views, even though their brand is better known.

Key Takeaways from the article

• In 2024, the average B2B SaaS company needed 2,879 impressions and 266 touchpoints to close one deal.
• That’s a 9.5% rise in impressions and 19.8% rise in touchpoints compared to 2023.
• Smaller deals (under $10K) need fewer impressions (357) and touchpoints (47) to close.
• Big deals (over $100K) require up to 5,500 impressions and 417 touchpoints.
• From MQL to SQL, email usage dropped while display ads grew, which may explain why more touches are now needed.
• Even after a lead shows interest, the number of required actions increases as more people get involved (like finance teams).
• Bigger companies don’t always close deals faster-even they need more touches and impressions, which challenges the idea that brand recognition makes sales easier.
• Ad fatigue on LinkedIn may be rising; most users quickly spot and ignore common ad formats.
• Changing ad formats and using less common approaches could reduce the number of touches needed.

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