Issue 52 -
October 15, 2025
This week, we’re breaking down how longer B2B decision cycles are reshaping digital marketing, and how our full-funnel strategy helped Kingspan boost MQLs by 200%.
What longer B2B decision-making cycles mean for digital marketing best practice
We have been hearing from our clients over the past few months that it’s a tough market out there for B2B sales (and by extension, B2B marketing).
Research backs up this anecdotal evidence, with B2B sales cycles continuing to lengthen over the past year, with Dentsu’s B2B Superpowers Index citing an increase of 54 days in average decision making time.
Reasons for this include: economic uncertainty, an increased number of stakeholders, digital-first buying research and the growing complexities of modern day solutions & ecosystems.
In our latest blog we unpack what these longer cycles mean for B2B marketers, and share our top tips to adapt your digital marketing best practice.
Client Focus: Increasing MQLs by 200% for Kingspan Australia
Kingspan is the global leader in advanced insulation and building envelope solutions, their Australian division identified the opportunity to use PPC to drive leads using Sharp Ahead’s best practice strategy that had already driven strong results for UK&I.
Sharp Ahead implemented a full-cycle lead generation strategy focused on Kingspan’s K-Roc™ portfolio of products, where the offering was strong, but market visibility had been low.
Through multi-channel PPC activity with a conversion optimised landing page, Kingspan experienced a 200% increase in MQLs compared to the previous quarter, with projected revenue in the multi-millions. Take a look at our approach and what’s next in our latest case study.
