Touches

Touches refer to the distinct interactions or points of contact that a company establishes with a potential customer during an outbound marketing effort. These interactions can take various forms, including emails, phone calls, or social media communications, all aimed at fostering a relationship and guiding the prospect through the sales journey.

The term 'touch' has historical origins, first appearing in English during the 13th and 14th centuries. It derives from the Vulgar Latin ‘*toccare,’ which means to knock or strike, and was introduced to English through Old French. The origin of the word is believed to be imitative, resembling a tapping sound.

Initially associated with physical contact, the term's meaning has broadened over time to include metaphorical and influential interactions. This linguistic shift has led to its current business interpretation as a means of communication.

In contemporary outbound strategies, touches are essential actions employed to engage prospects. These strategically designed interactions fulfill various roles, from initial outreach to finalizing a sale, forming the core of the sales process.

While both touches and impressions are crucial for outreach, they serve different strategic functions.