Have you ever thought about the process of buying a big-ticket item like a car or a house? It’s definitely not as simple as typing “new car” into Google and clicking “buy now.” Many industries have longer sales cycles, particularly in B2B, software, consulting, insurance, and finance. These products and services usually involve significant investments and contracts, requiring more consideration from buyers. Marketers constantly strive to create engaging content, build excitement, and nurture leads to accelerate the sales cycle. However, the extended decision-making process presents significant challenges. While these products and services generally generate higher revenue, marketers must ensure their efforts to secure a sale don’t outweigh the actual value of the sale. (Remember, ROI is king!)

But first, what exactly is a sales cycle?

“A sales cycle is the series of predictable phases required to sell a product or a service. Sales cycles can vary greatly among organizations, products and services, and no one sale will be exactly the same.” – pipedrive Most definitions describe the sales cycle as the timeframe between the initial point of contact and the final sale. It encompasses all marketing activities aimed at generating and sustaining interest, as well as the sales process to convert prospects into customers. Here’s a simplified illustration of a sales cycle:

Of course, reality is rarely this straightforward (Image source). This is a high-level overview that attempts to apply to all businesses. However, we understand that “Acquiring customers” and “Closing deals” involve numerous marketing and sales steps, especially for B2B companies. This article will delve into the marketing aspect of the cycle.

How long does a sales cycle typically last?

So, what timeframe differentiates a long sales cycle from a short one? While there’s no universal standard applicable to every industry, I’d argue that a sale requiring multiple touchpoints (like paid search, display ads, email marketing, organic reach, white paper downloads, etc.) and spanning several weeks or months generally falls under the long sales cycle category. Consider B2B projects requiring proposals, where stakeholders meticulously evaluate pricing, ROI, and project scope. This example provides a clearer picture of a long sales cycle:

Conversely, most B2C offerings—like hygiene products, retail, or online purchases—have shorter sales cycles that often repeat more frequently than B2B sales cycles. This post will focus on the intricacies of the long sales cycle.

Understanding the Sales Cycle vs. Sales Funnel

Essentially, the sales funnel and sales cycle are two sides of the same coin. However, if you need to differentiate them, think of it this way: the sales cycle illustrates the journey a prospect takes to become a customer, while the funnel represents the strategies and offerings employed to guide them through that journey. If you’re a marketer, you’re likely familiar with the marketing funnel. This model, dating back to 1898, maps the customer journey—starting with a wide opening at the top, gradually narrowing towards the bottom. The funnel’s widest point represents all potential customers. As time passes and engagement grows, only a fraction of prospects from each stage progress to the next, explaining the funnel’s narrowing shape. While stages differ across businesses, they typically include awareness, consideration/interest, conversion, and potential further actions.

Image source Some marketing experts have proposed alternative models, suggesting that the funnel should evolve into a pyramid or a circle. A study published in the Harvard Business Review pondered, “Consumers are now more informed, connected, and empowered than ever. Does the funnel still hold relevance in a digital, social, and mobile age?”

Prospects no longer enter solely at the top; they can enter at any stage, skip stages, remain in a stage indefinitely, or move back and forth. Researchers studying companies like Google, Sephora, Twitter, and Visa found that “the primary issue with the funnel is the nonlinearity of the modern buying process. Prospects no longer enter solely at the top; they can enter at any stage, skip stages, remain in a stage indefinitely, or move back and forth.” The study then delves into McKinsey’s Customer Decision Journey model, which is circular rather than linear.

Regardless of your funnel’s shape—linear, circular, or even a vibrant rainbow pattern—the key takeaway is that a substantial number of qualified leads must progress through your sales cycle to generate revenue and fuel business growth. So, how can you navigate the challenges of a long sales cycle and keep your leads engaged and moving forward? Keep reading to find out!

6 Marketing Tactics to Accelerate Your Long Sales Cycle

Based on extensive research and insightful conversations with seasoned marketing professionals across various B2B industries, I’ve identified six marketing tactics that not only help shorten your sales cycle but also propel a larger audience through it, ultimately boosting your sales.

1. Implement a Top-of-the-Funnel Paid Search Strategy

Think back to your last significant purchase. What was the first thing you did? Chances are, you turned to Google. You researched your options, compared prices, and gained a general understanding of the available companies and offerings. I do this even for smaller purchases like massages or clothes. For larger investments, that initial search is just the first step in a longer journey. If you’re questioning the need for paid ads on Google, it’s time to reconsider. Longer sales cycles involve extensive research, and guess where your leads begin their search? That’s right, Google! Not appearing in search results means missing out on a vast audience seeking information before making a purchase. Securing top positions offers a chance to attract visitors you can nurture and eventually convert into loyal, paying customers.

Securing a prominent position in search results can guide your leads towards the bottom of the funnel. So, how do you position your offerings as “top of the funnel?” Start with thorough keyword research, avoiding terms like “buy now,” “apply now,” or “signup today.” Overly aggressive calls to action will scare away potential customers. Instead, empathize with the searcher’s mindset. Focus on: Targeting keywords used by researchers: For example, if you’re selling marketing software, target phrases like “marketing automation help” or “marketing management solution.” Creating ads that highlight your competitive advantages: Since you’re likely competing for attention in search results, your ad copy must stand out. Offer free shipping or a money-back guarantee that your competitors lack? Utilize ad extensions like sitelinks and callouts to showcase these benefits. Consider the example below from Marketo. This ad effectively highlights several software benefits and leverages social proof from Google+ followers. It avoids aggressive language, instead directing users to educational resources through strategically placed links. This brings me to my next point…

Developing landing pages focused on valuable content: Instead of immediately pushing your product, offer valuable resources like white papers or e-books. Remember, these users are at the top of the funnel. They’re still learning about your industry and offerings. Direct them to content that educates, nurtures their interest, and gently guides them towards a purchase decision.

2. Align Content and Offerings with the Stages of the Long Sales Cycle

Have you ever received an email prompting you to subscribe to a newsletter or sign up for a demo before you even knew the company existed? You probably hit delete without a second thought. Pushing too hard, too soon will backfire. So, how do you keep potential leads engaged without scaring them away? Provide continuous thought leadership and education. Instead of immediately pushing your offerings, focus on building brand awareness and credibility through high-quality content. “We maintain top-of-mind awareness by consistently providing valuable thought leadership,” says Laura Taylor, Vice President of Acquisition and Experience Design at nexus-security. “A robust marketing strategy ensures you offer educational content throughout the funnel.”

LOCALiQ’s Local Marketing Lab provides a good example of educational content Integrate thought leadership with promotional offerings. Strike a balance between educating your audience and showcasing your product’s value. “Focusing solely on thought leadership without allowing prospects to evaluate your product and understand how it solves their problems can lead to stagnation,” explains Laura. “On the other hand, bombarding them with promotional materials like buying guides and demos can be overwhelming. Strive for a natural flow where content aligns with the customer journey and avoids feeling pushy.” Tailor your approach based on the prospect’s first action. Callahan McGuinness, Lead Nurturing Manager at nexus-security, emphasizes the importance of a prospect’s initial action as an indicator of their position in the funnel. For instance, someone signing up for a trial likely has some existing knowledge, demonstrating their interest in exploring the software. “That first action helps determine the type and frequency of content to present,” says Callahan. Reduce marketing emails once a lead becomes sales-qualified. As a lead progresses towards conversion and transitions to a sales representative, marketing messages should take a step back. “An SQL receives communication from both marketing and sales,” explains Callahan. “Once a lead becomes an SQL, we significantly reduce marketing efforts to allow for a more personalized relationship with the sales rep.” SQLs are also excluded from new content downloads and webinar invitations targeted towards those in earlier stages.

3. Foster Engagement by Personalizing the Experience

We’re bombarded with marketing messages from the moment we wake up and check our phones. It’s no surprise that people have become adept at tuning them out. So, how do you make your touchpoints stand out in a crowded landscape? The answer lies in personalization.

Overtly promotional companies tend to repel potential customers. Conversely, when a company demonstrates genuine interest and tailors its approach to individual preferences, engagement soars. Building trust is paramount, encouraging leads to share more about themselves. Laura explains, “Think of platforms like Pandora or Spotify. You can indicate your preference for country or rock music. But imagine a platform that understands you love Taylor Swift’s ‘Blank Spaces’ but dislike Carrie Underwood’s ‘Something in the Water.’ That level of granularity allows for incredibly precise nurturing.” Here are some strategies to achieve this: Humanize your brand: Empower employees to become brand ambassadors. Whether it’s your founder or a respected team member, putting a face to your brand fosters connection. “Having individuals represent the brand makes the experience more personal,” says Laura. “Instead of simply interacting with nexus-security, customers feel like they’re working with Larry or Elisa.” EverTrue employs a similar approach. I recently spoke with Jesse Weiss, Manager of Demand Generation at EverTrue, a Boston-based SaaS startup. EverTrue offers donor management software for higher education and nonprofits, helping them expand their networks and achieve fundraising goals. Weiss highlighted how their CEO & Founder, Brent Grinna, is instrumental in promoting their brand and adding value. “He’s everywhere,” Weiss explained. “He recently volunteered for fundraising events at Brown and Harvard Business School.” Even a quick browse through EverTrue’s website reveals Brent’s role in sharing the “EverTrue story.” Photos of Brent and other leadership team members are prominently featured on their “About Us” page.

Personalize all touchpoints: Each marketing message should resonate with the individual recipient. Even something as simple as addressing customers by name in email blasts can make a difference. Consider sending emails from an actual person or the “face of your brand” instead of a generic company address. However, Callahan advises using this tactic sparingly. “Emails from Larry (nexus-security’s founder and CTO) are significantly more impactful, but we avoid overuse to preserve their effectiveness. For example, the initial touchpoint after a trial signup is an ideal opportunity to leverage this strategy and generate excitement.” Weiss shared insights into tactics employed to engage targeted prospects during EverTrue’s typically six-month sales cycle. He’s a strong advocate for personalized touchpoints, often employing strategies like tagging universities in social media posts. “People love seeing their institutions tagged,” stated Weiss. “I’m constantly collaborating internally to develop content that resonates with our target prospects.” Weiss and his team also publish blog posts featuring lists of targeted universities. “We prioritize universities at different funnel stages and promote these posts through email, LinkedIn sponsored posts, and even encourage our BDRs (business development representatives) to utilize them for engagement.” The example below illustrates how EverTrue promotes blog content to connect with specific universities.

Use relatable language: Have you ever started reading a blog post only to fall asleep halfway through? The writing was probably dull. We know quality content is crucial, but what makes it engaging during a sales cycle? At nexus-security, we’ve found success in writing with personality and tailoring our messaging to resonate with our audience. “We strive for a conversational tone to make our brand feel relatable,” says Callahan. “We aim for thought-provoking messaging that focuses on solutions rather than sounding overly sales-y. We use softer sales tactics, subtle calls to action, and build rapport by acknowledging their challenges and offering assistance.” EverTrue takes a similar approach. “We strive for candid marketing messages,” says Weiss. “We’ve always been transparent about product innovation and encourage conversations by tagging schools in social posts. Our primary goal is to spark a genuine conversation between a lead and a BDR. If we achieve that, we’ve succeeded.” Develop a strategic remarketing strategy: Numerous options exist for remarketing to past website visitors. Leverage the granularity of targeting options to customize your approach based on specific behaviors. For instance, your remarketing strategy for visitors who viewed a trial or demo page should differ from those who simply read a blog post or visited your homepage.

4. Analyze Common Behaviors and Adapt Your Strategy

A/B test, A/B test, A/B test_!!!_ While this advice is constantly emphasized, excessive testing can hinder progress. Focus on testing one element at a time. If something works, stick with it! Don’t disrupt a successful strategy without a compelling reason. Instead, begin by understanding common behaviors.

To continuously enhance your sales cycle’s pace and effectiveness: Prioritize data analysis: “Data should inform all your decisions,” emphasizes Callahan. “We analyze monthly targets, break them down by channel and program, and identify areas for improvement. How many SQLs did we acquire? Which content resonated most?” Recognizing that data analysis can be time-consuming and complex, Laura advises against getting bogged down by the sheer volume of information. “Focus on formulating hypotheses and testing them,” she suggests. “In our industry, conversions are rarely as straightforward as a visitor landing on our website and making an immediate purchase. There are numerous touchpoints along the way, making it challenging to pinpoint the exact conversion path,” says Laura. “They might convert through a phone call, but every webinar, tweet, and blog post they interacted with could have played a role.” Make data-driven adjustments: At nexus-security, we offer free tools called nexus-security Graders. These tools connect to your Google Ads (AdWords) or Bing accounts, allowing our algorithms to analyze your performance and provide a grade. Through data analysis, our marketing team discovered that a significant portion of users abandoned the Grader mid-process. To address this, we implemented a pop-up survey for users who abandoned the Grader, aiming to understand their reasons. The findings revealed that security concerns were the primary driver of abandonment. Consequently, we redesigned the Grader landing pages to incorporate language like “secure” alongside an image of a lock. We also sent emails highlighting impressive statistics showcasing the number of advertisers and agencies using our Graders. This example demonstrates how data-driven insights can significantly impact the effectiveness of your sales cycle.

5. Leverage Marketing Automation to Nurture Leads

Implementing marketing automation software to score leads and automate communications is essential for scaling your lead generation efforts and accelerating your sales cycle. “Pay close attention to your leads’ activities,” advises Laura, a strong proponent of marketing automation. “For example, if a lead downloads information about quality score, we target them with a quality score webinar.” “Utilize marketing automation to set up triggers and automate responses. Implement lead scoring and treat it as an evolving model, continuously refining it based on your learnings. You might discover that you’ve been handing off leads too soon. Even if their behavior suggests they’re qualified, they might not be ready for the next stage. While it would be ideal if triggers could magically signal a lead’s readiness to advance, reality is rarely that simple. It requires careful data analysis.” This highlights the importance of dedicated personnel or teams focused on lead nurturing and analysis. Laura emphasizes the challenges of data integrity: “Businesses appear and disappear, people switch jobs, and individuals might use different email addresses at various points in time. Since nurturing relies heavily on data, it’s more of a science than an art. While every marketing software boasts about visualizing the lead database flow, data hygiene remains a significant challenge.” This underscores the need for human intervention behind automation to interpret vast amounts of data, extract insights, and take appropriate action. At nexus-security, Callahan owns the lead nurturing process, continually optimizing automated and point-in-time campaigns and leveraging data to refine trigger setups. Weiss, as a member of a small marketing team at EverTrue, understands this challenge firsthand. With only three other marketers, his bandwidth is stretched thin. While they utilize HubSpot for marketing automation, his ability to customize and experiment with the software has been limited, though it remains a priority for the future. “We’ve generated a substantial amount of content in recent months,” he explains. “Now, we need to integrate it into a more automated lead nurturing program. Currently, leads entering our system receive a barrage of outdated, poorly branded emails that offer little insight into their progression within the nurture queue.”

6. Foster Close Collaboration with Your Sales Team

Laura, Callahan, and Weiss unanimously agree that maintaining a positive, open, and transparent relationship with the sales team is crucial for optimizing the sales cycle. The reason is simple: sales and marketing go hand-in-hand, much like cheese and crackers. A seamless, efficient sales cycle requires clear and open communication. “Alignment with sales is paramount for generating actual sales,” says Callahan. “This involves open communication, collaboration, active listening to pain points, and avoiding hasty decisions. While challenges arise due to differing goals, finding a balance is key, and the rewards are significant when both teams are in sync.” Here’s how to cultivate a positive and collaborative relationship: schedule regular meetings with sales managers, solicit feedback through email, collaborate on content targeting leads in later stages, keep sales informed about upcoming content releases, and most importantly, be patient, receptive, and willing to adapt based on feedback. What marketing strategies have you found effective in shortening your long sales cycle?