Ben Billups, founder and CEO of the newsletter platform Breaker, argues that recurring content is the most effective way to bridge this gap. While short-term sales tactics provide initial momentum, they fail to cultivate the long-term familiarity required in complex B2B markets. A 2025 study by 6sense of nearly 4,000 buyers confirms the stakes: the average journey now stretches over 10 months, meaning the decision-making process is largely complete by the time a sales team is finally invited to the table.
Why B2B Buyers Decide Before the First Sales Call
With 95% of winning vendors appearing on a buyer’s day-one shortlist, the real sales battle is often won months before a formal conversation begins. For companies navigating 10-month buying cycles, the challenge lies in maintaining visibility while prospects are still researching and not yet ready to purchase.
Unlike a static website, which must prioritize immediate service descriptions, a newsletter allows a brand to provide ongoing value. Billups describes this as a form of narrative infrastructure, where case studies and expert insights replace one-off pitches. The strategy requires patience, as meaningful deal flow often takes up to a year of consistent publishing to materialize. For marketers, the goal is not immediate conversion but rather becoming the default choice when a budget and project timeline finally align.
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