One of the hardest things about B2B marketing? The lag between effort and impact.
You invest in brand awareness, launch a campaign, create high-value content—and then… crickets. The pipeline doesn’t explode overnight. The results don’t come instantly. It’s easy to wonder, Is this even working?
But here’s the thing: this isn’t failure. It’s the latency effect at play.
Marketing Lag is Real.
B2B buying journeys are long, complex, and full of detours. A decision-maker might read your content today, but the budget discussion happens six months later. Someone might see your brand on LinkedIn 15 times before finally clicking on a case study.
It all compounds—but on its own timeline.
Now, imagine pulling the plug on marketing when results don’t come immediately. What happens? The pipeline slows. The brand presence weakens. And when your potential buyers finally enter the market, you’re not top of mind anymore.
Why Branding is the Ultimate Long Game
Branding often feels like an expense instead of an asset—especially when there’s no immediate attribution, no obvious pipeline impact. But done consistently? It shortens sales cycles, improves deal sizes, and drives inbound interest without the heavy acquisition costs.
Let’s put it into perspective:
A while back, I spoke to a CMO who cut their branding budget because it felt like “burning money.” Six months later, their sales team started complaining:
“Leads are colder. Conversations are harder. Decision-makers don’t recognize us.”
Turns out, all that “non-trackable” brand presence had been silently warming up the market, making every touchpoint easier. Once it stopped? The pipeline dried up.
The Takeaway? Play the Long Game.
B2B marketing is not an instant gratification game. The most successful brands don’t chase quick ROI; they stack strategic bets that create momentum over time. The question to ask isn’t just “What did this campaign do today?” but “How is our marketing shaping tomorrow’s revenue?”
Branding is what makes sales conversations easier, not harder. It’s what keeps your brand in the mix before the buying cycle even starts.
So yes, the latency effect is frustrating. But if you pause marketing when it “feels expensive,” you’ll pay an even bigger price later.
Would love to hear—what’s the longest time gap you’ve seen between a marketing initiative and its revenue impact?
