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Decoding the LinkedIn Debate: Insights from the HockeyStack Report on B2B Marketing

In today’s rapidly evolving business landscape, the intricacies of B2B marketing have become a focal point for marketers seeking to optimize their strategies. A recent debate on LinkedIn surrounding a report by HockeyStack has shed light on the complexities involved in closing B2B SaaS deals. At the heart of this discussion is a striking statistic: does it really take more than 250 touchpoints to convert a lead into a customer?

### Understanding the Complexity of B2B SaaS Sales

B2B software sales are inherently complex, often involving multiple stakeholders. These include buying committees, influencers (not the social media kind, but those who hold sway within organizations), legal teams, procurement specialists, and top executives. Each stakeholder plays a crucial role in the decision-making process, which can extend over several months.

### The HockeyStack Report: Key Findings

HockeyStack, a company specializing in marketing attribution and account analysis, released a report that provides valuable insights into the B2B marketing journey. Utilizing anonymized data from its clients, HockeyStack’s report highlights the increasing number of touchpoints required to achieve marketing qualified leads (MQLs) and close deals.

– **Rise in Touchpoints**: From 2023 to 2024, the average number of touchpoints needed to generate an MQL rose by 31%, now standing at 71 touchpoints.
– **Impressions and Touchpoints**: In 2024, closing a deal necessitated 2,879 impressions and 266 touchpoints—a 10% increase in impressions and a 20% rise in touchpoints compared to the previous year.
– **High-Value Deals**: For deals exceeding $100K, companies required 1,893 impressions just to prompt a website visit, followed by thousands more touchpoints to secure the contract.

### The Role of Distribution and Promotion

To amplify the reach of its report, HockeyStack partnered with Exit Five, a B2B marketing community. This collaboration leveraged LinkedIn to disseminate the findings, sparking significant discussion among industry professionals. However, the use of sponsored posts and paid promotions raised questions about transparency and authenticity in online marketing.

### The Divide in B2B Marketing Philosophies

The LinkedIn debate highlighted a growing schism within the B2B marketing community. On one side, there are marketers who emphasize the importance of attribution and measurable outcomes, believing that every dollar spent should be directly linked to revenue generation. Conversely, another group argues that this focus on attribution overlooks the significance of brand marketing and recognition.

This divide underscores a broader conversation about the essence of B2B marketing. Should the focus be on measurable ROI, or should there be a greater emphasis on brand-building and long-term relationships?

### The Future of B2B Marketing

As the debate continues, it’s clear that B2B marketing is at a crossroads. The HockeyStack report and the ensuing discussions on LinkedIn have sparked a necessary dialogue about the future direction of the industry. Marketers must navigate these complexities, balancing the need for measurable results with the enduring value of brand marketing.

Ultimately, the key takeaway from the HockeyStack report and the LinkedIn debate is the importance of adaptability. In an ever-changing market, B2B marketers must be willing to evolve their strategies, embracing both data-driven insights and the timeless principles of brand marketing.

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