How do you shorten a long B2B sales cycle with media?
By mapping the buying committee and the stages they move through, then planning media that builds awareness early and captures intent late. Route plans and buys B2B media across LinkedIn, paid search, programmatic and trade press, and we build the SEO foundations that support it.
Who this is for
Marketing and sales leaders at B2B businesses with considered purchases and multiple decision-makers. If your buyers research for weeks and sign off in committees, your media needs to reach each of them at the right stage.
Why Route
Because B2B rarely converts on first contact. We plan for the whole journey rather than the last click, combine demand-building with intent capture, and build the search and SEO foundations that make every other channel work harder.
Our experience in B2B
For Ringtons' commercial arm (the B2B side of the well-known tea and coffee business) we delivered technical and onsite SEO alongside website design and development, building the digital foundations a B2B e-commerce operation depends on, along with a phase-two content strategy to follow. B2B media rewards patience and structure. We reach the right accounts through channels such as LinkedIn, paid search, programmatic and trade press. Then we capture demand as buyers move from research to shortlist to decision. Getting the technical SEO and site experience right first means paid activity converts the interest it creates rather than leaking it.
Related work
Ringtons for Business - B2B website SEO
Technical and on-page SEO protecting a heritage tea and coffee brand's search visibility through a new B2B website.
Read the case study
Grant-funding software provider - lead generation
A six-week LinkedIn and Google Search test that found the right format for reaching senior not-for-profit decision-makers with a niche B2B product.
Read the case study
RIBA - site signboards
+41.5%
Month-on-month rise in signboard sales, February to March
A four-week LinkedIn, Meta and Google search test building awareness of rebranded site signboards among RIBA's chartered members.
Read the case study
Welsh Oak Frame - self-build growth
+64%
Customer leads, year on year
Specialist print, digital display and paid search reaching people planning a self-build home.
Read the case studyCommon questions
Which channels work best for B2B?
It depends on your buyers, but B2B campaigns often combine LinkedIn for targeting by role and company, paid search for capturing active intent, programmatic for reach and trade press for credibility. We plan the mix around your buying cycle rather than a fixed template.
How do you handle long sales cycles and multiple decision-makers?
We map the buying committee and the stages they pass through, then plan media that reaches each role at the right moment. This builds awareness early and captures intent as the decision nears, so no part of the journey is left unsupported.
Do you cover SEO and website work as well as media?
Yes. Our B2B work includes technical and onsite SEO and website development, because paid media converts far better when the site and search foundations behind it are solid.
How do you measure B2B success when conversions are slow?
We agree on meaningful signals up front, such as qualified leads, enquiries and pipeline contribution, and set up tracking so progress is visible even when the final sale is months away.
Planning your next B2B campaign?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief and we make every effort to respond within one working day.