Anchorpoint walkthrough

Anchorpoint closed for $142K on April 24, the largest deal of the week. 14 touches over 67 days across three channels: LinkedIn ABM Tier 1, Events (SaaStr Austin booth + dinner), and a Partnership-sourced intro from one of our integration partners. Last-touch attribution gives Events 100% of the credit — the dinner conversation was the proximate close trigger. Data-Driven splits credit much more evenly: LinkedIn 38% (first-touch + 7 mid-funnel touches), Partnerships 31% (intro + warm handoff conversation), Events 24% (booth + dinner + follow-up), Direct 7%. The gap is instructive. If we were running on last-touch, this deal would suggest Events as the entire driver and we'd over-index Q3 budget there. The Data-Driven model says the deal wouldn't have happened without the eight months of LinkedIn nurture that came first — Events was the catalyst, not the cause.

The model weighted four touches as the heavy lifters (>15% of total credit each): First LinkedIn ad impression on Feb 18 (introduction to brand). The 'aha' email reply on March 12 — that's when the prospect's behavior shifted from passive to engaged. The Partnership intro on April 8 — biggest single jump in credit weighting in the journey. The dinner conversation on April 22, two days before close. The remaining 10 touches collectively account for ~40% — supporting cast: retargeting display, two webinar attendances, a case study download, and four mid-funnel email exchanges.