Long sales cycles can be a tough climb. But if you know how to navigate them, they can become your company’s biggest wins. In this episode, Sarah Willis, Founder and CEO at ESI Partners, shares practical strategies for marketing into complex B2B environments, like where deals move slowly, buyer groups are huge, and decision makers span departments (or continents). She explains how to keep messaging aligned across stakeholders, why understanding the full buyer journey matters more than ever, and how a well-timed campaign can actually speed things up. If you're selling into industries that don’t change fast, this episode will give you tools to market smarter, close faster, and win more often.

Join us as we discuss:

• [4:53] Using data to justify the ROI of your long-term sales cycles

• [8:54] Audience segmentation and marketing to large legacy businesses

• [14:27] Ensuring that all of your departments are aligned throughout the sales process

• [21:06] How to ask for permission to deepen client engagement

To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for B2B Business Class in your favorite podcast player.

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