Use Google’s 7-11-4 rule for SaaS lead gen
Ryan James
CEO @ Rocket SaaS • Bootstrapped to $3m ARR • Host of SaaS Marketing Weekly podcast
There are plenty of well-known marketing sayings and philosophies that get bandied about. Some come, some go. One that’s stuck around is Google's 7-11-4 rule. It’s a powerful philosophy to live by in sales and marketing because it's simple to follow and is proven to be highly effective by pretty much all leading SaaS brands.
In this week’s newsletter, I’ll explain what it is (if you don’t already know) and how you can easily achieve each of the numbers.
What is Google’s 7-11-4 rule?
Google’s research has revealed that before someone buys from you, they need:
7 hours of engagement with your brand
from…
11 touch points
at…
4 separate locations.
Why does it work?
Another famous marketing slogan is, “People need to know you, like you, and trust you before they are willing to buy”. Using the 7-11-4 rule is the output strategy you need to achieve this goal.
Many marketers/founders make the mistake of creating linear marketing campaigns using one channel with one asset in one funnel. This will get you 1 hour of engagement across 1 touchpoint in 1 location. This is not enough. You need to create more familiarity with your brand.
Let’s break down each step…
7 hours of engagement with your brand
Before a person buys from you, they need to interact with your brand or you for an average of 7 hours. This may seem like a lot. But when you break down your content types, it suddenly becomes more achievable. Examples:
You need to create a wide range of content types. Don’t put all of your marketing eggs into one basket, as your prospect is unlikely to consume 7 hours of 1 content type.
…from 11 touch points
11 touch points mean 11 separate instances where your buyer comes into contact with your brand.
For example (these can be repeated to reach 11):
…at 4 separate locations
4 separate locations mean they should come across your content through 4 different physical or digital spaces.
For example:
There may be some confusion around a touchpoint and a location. A touchpoint is any interaction a customer has with your brand, while a location is the platform or environment where that interaction occurs. Touchpoints are about the "what" of customer engagement, and locations are about the "where."
Let them binge
7-11-4 can take a long time if prospects wait for you to release new content. Make sure you are letting people binge! Create a resources hub on your website where you upload all your eBooks, podcasts, videos, past webinars, blogs, email newsletters etc. Ungate the lot.
Podcasts and YouTube channels are very binge-worthy and, therefore, highly recommended for the 7-11-4 strategy.
Be familiar
The human brain responds well to familiarity. When we sign a new client at Rocket SaaS, they often say, “I see you guys everywhere” and “I’ve been following you for a while”. That’s because we focus on the 7-11-4 rule. You should too.
Final thoughts
The 7-11-4 rule isn’t just a catchy framework - it’s a proven approach that aligns perfectly with how people build trust and make decisions in the B2B SaaS world. If your marketing feels like it’s falling flat, it’s likely because you haven’t yet reached the level of consistency, variety, and visibility that 7-11-4 demands.
So take this as your sign to zoom out and rethink your strategy:
If you don’t have the time and resources to create this much content and distribution channels in-house, you should consider partnering with me and my agency, Rocket SaaS.
Check out our How It Works page to learn how the partnership works and how much it costs.
Until next week!
Ryan James, Founder of Rocket SaaS
P.S. Struggling to generate SaaS leads? Apply for a free SaaS marketing strategy call with me.
Spot the Buyers Before They Raise Their Hands | LinkedIn Demand Capture for B2B Services
2mo7-11-4 is a cheat code most marketers ignore