B2B Marketing: Why Results Take 22 Months, And Why That’s Normal
Jul 1, 2025
It’s no secret that B2B sales differ significantly from B2C. Yet many still expect B2B brand marketing to yield results on a similar timeline.
So what’s realistic? Three, five, or six months?
The answer: none of the above.
Let’s unpack what you can expect from a B2B marketing strategy.
How Long does B2B Marketing Take?
There’s no universal answer—timelines depend on your sales cycle and price point. But benchmarks help, and here’s what the data shows:
55% of revenue shows up after 7 months
93% of the total revenue appears by 22 months
What does that tell us?
There's a clear lag between awareness and action
The marketing you execute in Q1 likely won’t impact Q1—or even Q2
It can take up to 22 months to see the full, measurable results of your marketing efforts
So, How Should You Respond?
1. Target key decision-makers with account-based marketing
ABM can help reduce your sales cycle by up to 50%. But even with precision targeting, results typically take at least 6 to 12 months. Patience and consistent engagement are key.
2. Plan for long-term growth
Focus on building brand equity, not just generating leads. Brands that consistently invest in long-term marketing outperform their peers by over 30% in revenue growth over 3 years.
3. Track the right metrics
Look beyond vanity metrics, such as impressions and clicks. Instead, focus on pipeline contribution, deal velocity, and customer acquisition cost.
4. Don’t pause your branding efforts
Pausing brand efforts, especially during uncertain times, makes you irrelevant and out of the decision-making process. LinkedIn research shows that brands that stop advertising take twice as long to recover. You can read more about the 3 risks you take when pausing brand awareness here.
5. Manage expectations
Sales, leadership, and marketing all need to align around a long-term vision. Otherwise, marketing gets judged by short-term KPIs it was never meant to hit.
Remind your team: growth compounds. Marketing isn't a quick fix — it's the engine.
Our Closing Thought
B2B marketing is a long game. But, when played right, it builds a durable foundation for growth that demand-only tactics cannot replicate.
Stay the course, track what matters, and give your strategy the time it deserves.
