If you’re running GTM (go-to-market) for a SaaS or B2B company, you’ve got one job: figure out what actually moves buyers, not just what makes dashboards look pretty. This guide is for marketers, product folks, and revenue teams who want to get real about using Getsignals to dig into buyer journey touchpoints—and actually use that insight to do something useful, not just make another deck.
There’s a lot of noise out there. We’ll cut through it and show you how to use Getsignals to spot what’s working in your buyer journey, what’s not, and what you can safely ignore. This isn’t about chasing “best practices”; it’s about finding what works for your buyers.
Why Bother with Touchpoint Analysis?
Let’s be real: Most buyer journeys are a mess. People bounce around your site, ignore half your emails, and take weeks to even think about booking a demo. If you’re just guessing where the magic happens, you’re probably wasting time and money (and annoying your sales team).
Touchpoint analysis in Getsignals helps you:
- Pinpoint the pages, emails, ads, and conversations that actually lead to conversions
- Figure out which efforts are a total waste
- Spot drop-off points in the journey
- Build GTM strategies based on facts, not wishful thinking
If you want to move the needle, you have to know what’s really happening—not just what you hope is happening.
Step 1: Set Up Getsignals for Real Buyer Journey Tracking
Before you start slicing and dicing data, make sure your setup is solid. Garbage in, garbage out.
What you actually need:
- Getsignals account (obviously)
- Website, CRM, and any key marketing tools connected (email platform, ad accounts, etc.)
- Clear definition of your “conversion”—don’t skip this
- Consistent naming for campaigns, emails, and assets (messy data = messy insights)
Pro Tips:
- Don’t try to track everything. Focus on the major touchpoints that matter: web pages, emails, ads, sales calls.
- Double-check your tracking and integrations. “I thought it was tracking” is the saddest phrase in analytics.
Step 2: Map Out Your Touchpoints (Don’t Overcomplicate It)
Resist the urge to make a 47-step journey map with pretty arrows. Start simple:
Common B2B touchpoints:
- Website visits (especially pricing, features, demo pages)
- Email opens/clicks (from nurture or outbound)
- Ad clicks (LinkedIn, Google, etc.)
- Form fills/downloads
- Sales conversations (meetings booked, calls)
- Product signups or trial activations
How to map in Getsignals:
- Use Getsignals’ journey mapping or path analysis features to group touchpoints by stage (awareness, consideration, decision).
- Label your key conversion events clearly. If your “Request a Demo” page is the big goal, tag it accordingly.
- Don’t sweat the order too much—buyers rarely move in a straight line. Focus on the key steps.
What to ignore:
Vanity touchpoints that don’t lead anywhere (e.g., social likes, random blog visits from bots, one-off webinar signups that never convert).
Step 3: Pull Up the Data—And Actually Look at It
Getsignals has dashboards, path analyses, and journey visualizations. Use them, but don’t just stare at the charts—ask questions.
Start with:
- Which touchpoints are most common before a conversion?
- How many touchpoints does it usually take for a buyer to convert?
- Where do people drop off?
- Are some channels (e.g., paid ads, email) consistently missing from winning journeys?
How to do this in Getsignals:
- Go to the “Buyer Journeys” or “Path Analysis” section.
- Filter for your main conversion goal (like demo requests, signups).
- Look for the most frequent paths—don’t just look at averages, check the top 3–5 real-world examples.
- Compare journeys that end in conversion vs. those that fizzle.
Honest take:
Don’t expect a perfect pattern. Real buyer journeys are messy. Your job isn’t to find a magic sequence—it’s to spot the patterns that repeat, and the friction points that kill momentum.
Step 4: Dig Into What’s Working (and What’s a Waste)
Here’s where you separate signal from noise.
Look for:
- Touchpoints that consistently show up in winning journeys. Are most converters hitting your pricing page? Opening a specific email? Booking a call after a certain webinar?
- Channels and assets that get a lot of traffic but don’t lead to conversions. These are nice to have, but don’t build your GTM strategy around them.
- Drop-off points. Is there a page, form, or email where people bail every time?
What to ignore:
Don’t obsess over outliers or one-off events. Focus on what happens most of the time—not that one deal that closed after a weird LinkedIn DM.
Getsignals features to use:
- Funnel reports: See where the biggest leaks are.
- Multi-touch attribution: Don’t give all the credit to the last click.
- Segmentation: Break down journeys by industry, company size, or campaign to see if patterns hold.
Pro Tip:
Export your raw journey data and spot-check a few actual customer records. Sometimes the “average journey” hides important details that only show up in the real data.
Step 5: Turn Insights Into GTM Actions
This is the part most teams skip—they get the insights, then... do nothing. Don’t be that team.
How to move from analysis to action:
- Double down on key touchpoints. If 80% of conversions happen after someone reads your comparison page, make sure more visitors see it (promote it, link to it in nurture emails, etc.).
- Fix the leaks. If everyone drops after a certain form, test a shorter version or better follow-up.
- Cut the dead weight. If webinars or certain ads attract tons of traffic but never show up in converting journeys, stop spending time and budget there.
- Test new paths. If you notice top converters always talk to sales after a specific email, try making that call-to-action clearer in your campaigns.
Real talk:
You can’t fix everything at once. Pick 1–2 changes, run them for a sprint, then check the data again. Iterate. Don’t try to overhaul your whole GTM playbook based on one month’s data.
Step 6: Keep It Simple—And Don’t Chase Ghosts
Touchpoint analysis is only useful if it leads to action. Here’s what not to do:
- Don’t drown in micro-optimizations. Focus on the big levers that move real buyers.
- Don’t chase every new tool or “AI-powered insight” unless it actually helps you make decisions.
- Don’t get discouraged by messy data. Some noise is inevitable. Look for clear, repeated patterns.
What’s worth your time:
- Regular check-ins (monthly or quarterly) to see if your top touchpoints are changing
- Sharing clear findings with your GTM team—no jargon, just what’s working and what’s not
- Testing small changes and measuring impact
Wrapping Up
Most teams make buyer journey analysis way harder than it needs to be. With Getsignals, you have the tools to see what’s really driving conversions—if you focus on the right touchpoints, ask the right questions, and actually act on what you find.
Keep it simple. Look for patterns, not perfection. Test, learn, and don’t be afraid to ditch what’s not working. That’s how you build a GTM strategy that’s grounded in reality—not just hope.
Go dig into your data. You’ll learn more from a week of honest analysis than a year of “thought leadership” posts.