Mastering the extended B2B sales cycle

In the world of B2B marketing, the sales cycle can take months, or even years! These tips will help you sustain engagement as you move buyers through the cycle. 

The world of B2B sales stands in stark contrast to the rapid-fire transactions of the consumer market. 

Unlike B2C sales, which are often made impulsively, sometimes even within a matter of minutes, sales in the B2B sector have a much longer lead time.  

In fact, for 30 per cent of new customers, the sales cycle takes more than 10 months to complete. 

This extended timeline reflects the inherent complexity of enterprise-level purchases.  

Buyers need time to thoroughly evaluate the value proposition, assess its alignment with their strategic goals, and quantify the potential return on investment.  

There’s no room for hasty decisions when substantial capital is at stake. 

The buying committee 

Compounding this is the fact that in the B2B sector, there are multiple decision makers behind every purchase.  

Recent studies have found: 

• 46 per cent of companies surveyed had between four and nine decision makers involved in the buying process 

• 27 per cent of buyers reported that there were more decision makers involved in the purchasing process in 2024 than 2023. 

It’s important to remember that you are not just selling to a single person, but rather a whole team – each with their own questions, concerns and priorities.  

Maintain a connection 

Decision makers may include CEOs, financial experts, technical personnel and procurement officers, among others.  

It takes time for information to be communicated up the chain of command, and for each member of the team to approve the purchase. 

Given the extended sales cycle, consistent and engaging marketing is essential. An “always-on” strategy ensures that your brand remains top-of-mind throughout the customer’s decision-making process. 

Strategies for sustained engagement 

Keeping your buyers engaged can be done in several ways, such as with regular website posts, newsletters and social media engagement. 

It can also be done by amplifying your brand and products through other channels such as digital and print media. 

You want to always be at the front of your potential customers’ minds – so that when they are ready to make a purchasing decision, your company’s name is at the forefront of their thoughts. 

The importance of early recognition 

In a 2022 study by Bain & Co, 80-90 per cent of respondents reported that they have a list of vendors in mind before even doing any research when looking to make a purchase, and 90 per cent ultimately choose someone from their original list. 

So, when it comes time for your customer to buy, a successful marketing strategy will ensure that they already know who you are, what you do, and why your product is the best on the market. 

In the realm of B2B sales, patience and persistence are paramount.  

By understanding the complexities of the extended sales cycle, engaging with multiple decision makers, and implementing an “always-on” marketing strategy, you can position your company as the preferred vendor when the time comes to make a purchase.