Why B2B Buyers Decide Before the First Sales Call

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.

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.