Discovered 7+ ad touchpoints before every enterprise deal.
Discovered 7+ ad touchpoints before every enterprise deal.
Nextera's attribution data revealed that their most valuable deals consistently involved 7 or more ad touchpoints, changing how they think about campaign frequency.
The Challenge
Nextera's marketing team was debating campaign frequency caps. Some advocated for broad reach (show ads to as many companies as possible), while others pushed for deeper frequency (show more ads to fewer companies). Without attribution data, the debate was purely theoretical.
The Solution
After implementing RevenueProven, Nextera analyzed the touchpoint patterns of companies that entered their pipeline. The platform tracked not just whether a company saw an ad, but how many times across how many campaigns — providing a multi-touch frequency analysis.
The Results
The analysis was clear: companies with 7+ ad touchpoints were 4.1x more likely to create a deal than those with just 1-2 touchpoints. The data showed a clear inflection point around the 5th touchpoint, where pipeline conversion rates jumped dramatically.
Nextera restructured their campaigns to prioritize depth over breadth, running sequential content across their target account list. Within one quarter, their influenced pipeline grew from $800K to $2.1M.
Key Takeaway
Frequency matters more than reach in B2B. Attribution data can pinpoint the exact number of touchpoints needed to warm up an account — transforming campaign strategy from guesswork to science.
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