The Role Of Marketing in a 6-12 Month Sales Cycle
If your product or service takes months (or years) to sell, then your marketing must work harder, smarter, and louder. Especially in sectors such as property, construction, and manufacturing. Because the sales cycle can involve multiple decision makers, layers of procurement, and months of silence in between.
So, if you’re only marketing when you’ve got something to sell, you’re too late.
Long Sales Cycles Demand Long-Term Thinking
In fast-turn industries – retail, e-commerce, or consumer tech – marketing can trigger an almost instant conversion. Flash sale. Social ad. Buy now.
But for B2B sectors with six to 12-month+ sales cycles, decisions are slower and more considered, relationships are deeper, and trust is everything. Buyers are doing their research long before they pick up the phone, fill out a form, or express any active interest. And when they do? They’re looking for the business that’s already been showing up, educating, adding value, and staying top of mind for months.
Awareness AND Conversion
A common trap in long-cycle industries is separating brand from lead generation. But it doesn’t work like that.
You need both, always.
Your audience needs to know who you are and what you solve for them. That’s not a switch you can flick on or off depending on the quarter. It should be the core of everything you communicate.
Strategic marketing nurtures your future customers long before they’re ready to buy, keeping you relevant, memorable, and trusted through every stage of the sales journey – from cold intro to signed contract.
Marketing That Works
Your marketing must be intentional, consistent, and aligned with your wider commercial goals.
Everything you do must evolve from the strategy and address wider sector challenges, client needs, and your own company aspirations. But all too often, businesses miss the mark by having tunnel vision – focusing only on securing a one-off advert, uploading a new case study to the website, or exhibiting at a trade show with zero follow up.
And it’s about being there throughout the entire journey, from before a new product or service is even needed through to when the budget is approved.
This might look like:
- Strategic content that answers questions before they’ve been asked
- Email marketing that adds value
- Targeted paid media that keeps your brand top-of-mind
- Thought leadership that builds trust, credibility, and positions you as the expert
- Organic social media that reflects your authority and personality.
Be the Brand They Already Know
In a six to 12-month sales cycle, the actual moment of conversion is the tip of the iceberg. The real work happens months earlier – when no one’s asking, no one’s replying, and no one seems interested.
But guess what? They’re always watching, reading, comparing, and quietly building a shortlist. And, if your brand isn’t showing up during that stretch, then you’re never going to win.
Marketing isn’t a nice-to-have. For brands with long sales cycles, it helps you stay visible, valuable, and always ahead of the curve.
Need support with your strategy? We can help.
