How long does it take to convert B2B leads? Longer than you think.

In B2B sales, optimism can be an expensive habit. We celebrate a successful campaign that floods the top of the funnel, envisioning a fast, straight line from a promising lead to a signed contract.

But the reality of the modern B2B buying journey delivers a different, more protracted story. Converting a complex B2B lead is a marathon, not a sprint, and this truth demands a fundamental shift in how we approach our sales and marketing strategies.

The impulse to fast-track a promising lead ignores the complexity of today’s decision-making process. This isn't a simple transaction but a high-stakes decision that involves significant investment and a committee of stakeholders—often six to ten decision-makers—all of whom need to reach a consensus.

Forgetting this committee-based reality is a recipe for depleted pipelines and missed forecasts.

Welcome to the dark funnel

So, where are these decision-makers spending their time?

Recent research from Gartner reveals that B2B buyers spend only 17% of their total purchase journey interacting directly with potential suppliers. The vast majority of their time is spent in internal meetings and, critically, conducting independent research online.

This "dark funnel" of unobserved activity is where deals are truly shaped. Forrester echoes this finding, noting that 60% of the B2B buying process is completed before a buyer ever speaks to a sales representative. They are consuming your white papers, reading third-party reviews, and assessing your brand’s thought leadership, all on their own terms and timeline.

The consequence of this complex, research-heavy journey is a stretching of the sales cycle. Data consistently shows that converting a B2B lead is a slow burn:

• Marathon time: Research from Demand Gen Report found that 61% of B2B marketers are seeing their sales cycles increase, with many deals now taking seven months or longer to close.

• More touches: A single demo or compelling sales call is no longer enough. It now takes an average of 8-12 "touches" to generate a viable sales lead.

• This reality check means that the gap between initial contact and final conversion is not a sign of failure, but it is the new operational standard.

Winning the long game 

If we accept that the B2B buyer is more cautious, more informed, and more collaborative than ever, how do we adapt? It’s about continuous marketing and a robust lead pipeline.

1. Embrace "always-on" marketing

The buyer's research journey doesn't adhere to your quarterly campaign schedule. Since prospects are continuously conducting research, your marketing efforts must be equally persistent.

This means consistently publishing valuable content, maintaining an insightful social media presence, and investing in SEO and AEO to ensure you are visible when and where your audience is looking. This ongoing conversation builds brand salience and ensures you are part of their independent research long before they are officially ready to talk.

2. Cultivate a healthy pipeline

If the average deal takes nine months to close, your revenue nine months from now depends entirely on the leads you are generating and nurturing today.

A healthy pipeline is about depth and momentum, not just volume. It requires a sophisticated lead nurturing strategy that uses marketing automation to deliver the right content at the right time, gently guiding prospects through their extended decision-making process. It’s about building a relationship, not just pushing for a meeting.

The most successful companies will be those who have the foresight to fill their pipeline today for the revenue they need tomorrow, and well into the year after. By acknowledging the true length of the sales cycle and investing in sustained development, you can move from being frustrated by the delay to being prepared for the win. 

If your B2B sales cycle feels like it's dragging, you need more than just good content—you need a smart, integrated nurturing system. Don't let your valuable leads wither in the dark funnel. Contact the Squirrels and Bears team to develop a lead nurturing strategy that turns engaged prospects into long-term clients.