---
title: "A typical B2B decision now involves 100+ touchpoints."
url: https://sam-page.com/thinking/a-typical-b2b-decision-now-involves-100-touchpoints
date: 2026-05-18
author: Sam Page
type: Post or article
categories: [Sales, Customer experience]
reading_time: 1 min
summary: "A Google study clocked 900 in a single purchase journey. McKinsey says buyers use 10+ channels along the way."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7462129897147166720
---

# A typical B2B decision now involves 100+ touchpoints.

A Google study clocked 900 in a single purchase journey.  
McKinsey says buyers use 10+ channels along the way.

![](https://sam-page.com/img/thinking/a-typical-b2b-decision-now-involves-100-touchpoints-li1.webp)

7DOTS Oliver Fairlie has just written a sharp piece on why those scripts keep failing in considered-purchase markets, and what to design for instead.

His argument is one we hear a lot from clients trying to make sense of complex buying behaviour: move from simple journey maps to confidence systems. Design for what a buyer is trying to resolve right now, rather than guessing where they are in a funnel.

The question your buyer is actually asking?

"Am I confident enough to move forward?"

A good read for any CMO, CRO or CDO whose journey doc keeps growing while conversion stays flat.

https://lnkd.in/e6jd2eBD