In B2B marketing, the gap between marketing and sales can feel like an endless road, especially for companies with long sales cycles and high-value, customizable solutions. While sales teams are focused on closing deals, marketing is responsible for nurturing leads. For companies looking to improve their return on investment (ROI) in marketing, the question isn’t just how to get more leads but how to align the speed of sales with the speed of marketing.
The Reality of Long B2B Sales Cycles
Did you know that 74.6% of B2B sales to new customers take at least four months to close, with almost half taking seven months or more? (CSO Insights). This slow timeline is largely due to the nature of high-value solutions, which require multiple touchpoints and sometimes even multiple stakeholders to convert a lead.
Yet, this extended sales cycle doesn’t mean marketing should be sidelined—instead, it should be integrated into a cohesive, long-term strategy to educate and engage potential customers consistently.
Why Marketing Needs to Be Part of the Conversation
When leads start to dry up, the first question to ask isn’t “Why aren’t there more leads?” but “What does our external communication look like?”
The effectiveness of B2B marketing depends heavily on a company’s ability to contribute meaningfully to the broader conversation around its industry. Posting only about your services is unlikely to resonate—potential clients are more interested in the value you bring to the table.
Are you solving real problems and sharing your expertise in public forums? If not, that’s where your marketing needs to start.
The Impact of Consistent, Value-Driven Content
Today’s buyers are increasingly resistant to traditional cold calls and emails. They prefer to engage with companies that have already demonstrated value and expertise. Before a potential client ever agrees to a sales call, they likely have some familiarity with your brand. This brand recognition and trust often come from sustained, thoughtful marketing that showcases knowledge and problem-solving capabilities in ways that benefit the audience.
Marketing, unlike sales, works on a one-to-many basis, reaching audiences across digital platforms and generating brand awareness through multiple impressions. Each of these interactions builds a foundation of trust, even if the path from first impression to sales conversation is nonlinear and can be difficult to measure.
The intangible impact of these efforts is apparent when prospects feel comfortable enough to connect with your sales team.
Overcoming the Misalignment of Sales and Marketing
The core difference between sales and marketing lies in how each department drives measurable results. Sales teams often get direct feedback from prospects, allowing for quick adjustments and clear attribution.
Marketing, however, can be harder to trace back to specific leads, especially when the focus is on thought leadership and brand awareness. While metrics can help track engagement, impressions, and clicks, the real impact of marketing often lies beneath the surface—building trust and credibility over time.
In B2B contexts, where solutions are complex and often require a deep understanding from potential buyers, this slower marketing speed is essential. If your sales cycle is long, it’s usually an indication that your target audience needs more education. By focusing on consistent and educational content, you can create a foundation of knowledge that shortens the decision-making process down the line.
How to Strengthen Your Marketing ROI in B2B
If you’re feeling frustrated by your marketing ROI, it may be time to realign your strategy. Here’s how:
- Operationalize Thought Leadership: Marketing should be embedded in your company’s culture. Empower your subject matter experts to contribute regularly to external communications. By making thought leadership a collective effort, you’ll generate more authentic, high-value content.
- Build a High-Value Email List: Instead of relying on cold calls, focus on delivering value straight to your prospects’ inboxes. Share insights, tips, and solutions that directly address their needs. Avoid spammy content; instead, aim to provide genuinely helpful information that makes their lives easier.
- Engage, Don’t Just Post: Social media is more than a broadcasting platform—it’s an engagement tool. Respond to comments, participate in relevant discussions, and show that your brand is active in the spaces your audience cares about.
Key Takeaways
Long sales cycles are a natural part of many B2B businesses, especially when high-value solutions are involved. To overcome frustration with marketing ROI, focus on education, relationship-building, and consistent value-driven engagement. Aligning sales and marketing requires patience, but with a clear strategy, the results will follow.
We’re Here for You
At iN Possibiliti, we help B2B businesses align their marketing and sales strategies to drive measurable results, increase ROI, and navigate long sales cycles with confidence. Whether you’re looking to operationalize thought leadership, engage your audience, or build a strong foundation of trust, our strategies are designed to move the needle for your business.
Ready to bridge the gap and achieve sustainable growth? Visit iN Possibiliti to explore what’s possible.
