B2B is bought by committees over months, often through tender. Order values are large enough that a single enquiry can justify a quarter’s marketing spend — which makes lead volume an actively misleading measure.
The Challenge
What makes this sector hard.
01Very few real buyers
Sports infrastructure is bought by schools, institutions, builders and municipal bodies. The buying group is small, and the people researching online vastly outnumber the people authorised to procure.
02Months, not days
Decisions run for months and often through a tender process. Attribution windows built for e-commerce report almost nothing useful about a cycle that long.
03Volume targets produce noise
When one order can cover a quarter of spend, optimising for form fills fills the pipeline with researchers and students. The account has to be judged on quotable enquiries.
By building around the small number of genuine institutional buyers rather than the much larger pool researching the category, and measuring the account on enquiries the sales team can quote against. Web Sports Infra runs at a 10X average return on ad spend.
Does paid advertising work for long sales cycles?
Yes, provided the measurement matches the cycle. Judging a six-month procurement decision on a 30-day attribution window will make a working account look broken.
What is a realistic lead volume in B2B?
Low, and that is correct. A handful of quotable enquiries a month can outperform hundreds of form fills. We report on enquiries the sales team acted on, not raw count.
Do you handle tenders and institutional procurement?
We generate and qualify the enquiries. The tender process itself sits with your team, but the campaigns are built knowing that is where the decision goes.
