---
title: "Long Sales Cycle, Short Buying Window: How Manufacturers Win at ABM"
id: "18208"
type: "podcast"
slug: "long-sales-cycle-short-buying-window-how-manufacturers-win-at-abm"
published_at: "2026-06-16T03:10:00+00:00"
modified_at: "2026-06-16T16:10:14+00:00"
url: "https://kulapartners.com/thekularing/long-sales-cycle-short-buying-window-how-manufacturers-win-at-abm/"
markdown_url: "https://kulapartners.com/thekularing/long-sales-cycle-short-buying-window-how-manufacturers-win-at-abm.md"
excerpt: "Account-based marketing isn’t new to manufacturers, but the way they have to run it is unlike anyone else’s. In this episode, Demandbase’s Nick Cholakis unpacks the defining tension of industrial ABM: a sales cycle that can stretch past two years,..."
taxonomy_podcast_category:
  - "Account-Based Marketing"
  - "B2B Selling"
---

#### Episode 395

**June 16, 2026**

Account-based marketing isn’t new to manufacturers, but the way they have to run it is unlike anyone else’s. In this episode, Demandbase’s Nick Cholakis unpacks the defining tension of industrial ABM: a sales cycle that can stretch past two years, punctuated by a buying window that slams open and shut in weeks. With most research now happening anonymously and offline — increasingly inside LLMs — Nick explains how signal aggregation helps manufacturers spot in-market accounts, why behaviour should override firmographics when tiering, and how to arm distributors and channel partners with the context they need to act before the window closes.

##### *Long Sales Cycle, Short Buying Window: How Manufacturers Win at ABM* Transcript:

**Jeff White:** Welcome to The Kula Ring, a podcast for manufacturing marketers brought to you by Kula Partners. My name is Jeff White, and joining me today is Carman Pirie. Carman, how you doing, sir?

**Carman Pirie:** Well, look, I’m, uh, facing a lot of performance pressure today too. I’ve recently been informed that I, uh, I, I move around the microphone a lot when we’re recording, and it’s a challenge for our production team. So like I’m, I’m feeling extra pressure, I don’t mind telling you, but I’m, I’m going to see if I can rise to the occasion,

**Jeff White:** I, I’m just glad we’re able to do this. They’ve been working on the roofing in our office building for the last month, and the noise has been atrocious, and for some reason it’s a beautiful Friday, so they’ve all taken the day off

**Carman Pirie:** If you’ve never worked in an office that has an actual sunroof like a car, I encourage you to give it a go. It’s fairly entertaining, especially in a city that rains about every other day

**Jeff White:** Yeah. And, uh, you know, putting an excavator on your ceiling and running it around for an afternoon feels like you’re on a boat

**Carman Pirie:** Now, now the world has a glimpse into a little bit of construction news out of Halifax, Nova Scotia.

**Jeff White:** And what it’s like to be a marketing agency

**Carman Pirie:** But maybe we, maybe we talk about something else instead.

**Jeff White:** I think that would be interesting. What should

**Carman Pirie:** about ABM for manufacturers? How’s that?

**Jeff White:** I love it. It continues to come up. Um, there was a while ago where it was still a very new thing, but I think it still is new to a lot of manufacturers

**Carman Pirie:** Yeah, it’s a weird thing. It certainly — Or the concept isn’t, but then of course, many times that concept comes with some misconceptions about what it actually is. So I, I think, I’m hopeful that today’s guest will help shed some light onto that. And, and I will also say just, um, uh, as a bit of a, uh, I guess, spoiler alert, today’s guest joins us from Demandbase.

Kula Partners is a Demandbase customer or partner agency, both of those things, I guess. Um, and, uh, we deploy a Demandbase, uh, in our client base. You will not be getting a Demandbase advertisement for this podcast. I think you’ll find that, uh, that’s not what we’re about. Um, clearly as a leading, uh, platform in the space, um, they bring a lot of knowledge about the state of ABM, how people are using it, what they’re seeing in its implementations, and that’s the focus of today’s conversation.

But if anybody listening thinks that in — we’re at any point trying to sell them something, I encourage you to call me on it, send me an email, and I’ll try to make good on it in some way.

**Jeff White:** Absolutely. Definitely going to try to sell you on it when they

**Carman Pirie:** Yeah. Yeah, probably. Without further ado

**Jeff White:** Indeed. So joining us today is Nick Cholakis. Nick is an enterprise account executive at Demandbase, as we mentioned, and, uh, welcome to “The Kula Ring,” Nick. Glad to have you here.

**Nick Cholakis:** Awesome. Jeff, Carman, really appreciate the, uh, the introduction here. Um, is it all right if I just, you know, shed a little bit of light on my background, what makes it particularly relevant to, to be speaking towards manufacturing and ABM?

**Carman Pirie:** You know, why not?

**Nick Cholakis:** All right, let’s, let’s give it a shot. So I’ve been in MarTech space for a little over a decade now.

So I actually spent almost nine years, um, at HubSpot prior towards joining Demandbase, where I really worked on the inbound marketing automation side of the go-to-market strategy. Between HubSpot and where I’m at, at Demandbase, I actually worked at a manufacturer myself, uh, physical security, you know, OEM as a field sales rep, where my vertical was specifically enterprise manufacturers.

So not only have I had the pleasure of connecting with a lot of global manufacturers, I’ve actually been on site to several plants throughout the United States. And in my role there, I leveraged the ABM strategies and technologies that we’re gonna be talking about a lot today. I’ve been with Demandbase a little bit over a year, but have already had the pleasure of onboarding a number of different manufacturing plants, learning about their strategies and the complexity that goes into their market.

**Carman Pirie:** Hmm. And that complexity really is a, uh, defining characteristic, I think, of when, of considering ABM and imagining that, uh, program at, at the outset. I- if, if I had to… If I almost had to pick one, one word that distinguishes ABM for manufacturers versus ABM for almost everybody else, it would be that. You know, it’s just seems to be a bit more of a complex beast.

Fueled, I suppose, not the least of which by the fact that it is a typically a part of a incredibly long sales cycle, uh, and you’re shining a light on a part of it that you weren’t aware of before. So if you thought the sales cycle was 12 to 18 months before, well, chances are you’re finding out it’s 24 months or more.

And, um, that also comes with a kind of an interesting channel mix, doesn’t it, Nick? I mean, uh, it’s, it’s not just a direct sales organization. There’s a lot more to consider.

**Nick Cholakis:** Yeah, one thing I’d add there, right? It’s a very long sales cycle, cycle. Typically, we see that in the space. Uh, but it can also be a very narrow buying window with multiple different stakeholders involved. Now, going into the complexity, a lot of the manufacturers that I work with, they’re not selling directly to the end customer.

They operate with distributors, installers, integrators, but they’re also tasked with uniquely creating demand for their end customer base

**Carman Pirie:** I’ve got a… I, I love that long cycle but a short window.

That’s not something I’ve heard people pro- you know, dig deep on Talk more about that, Nick. What do you, what do you s — H-h-how does that insight, long sales cycle of yes, but short buying window with multiple, um, stakeholders, how does that change things?

**Nick Cholakis:** It changes things tremendously, right? And I think that this largely comes to the evolution of how B2B decisions and evaluation processes are made in twenty twenty-six, which is very unique from even five years ago. But what we’re seeing in the space is that there might be a relatively short window where a plant needs an air dust filtration system, or a new business needs an access control and business automation system within their organization.

Now, going into that, there’s a lot of evaluation and research that’s being done, but typically that doesn’t involve connecting with a business or a sales rep or a integrator or installer or channel partner. A lot of that research is taking place anonymously and offline

**Jeff White:** So how, I mean, if you don’t know that someone’s looking ’cause they haven’t raised their hand, how do you select the accounts that you’re looking to get some visual or some visibility into? Like, you know, as a manufacturer, if you’re thinking, “Oh my goodness, you know, what we sell, you know, takes them two to three years to decide to do it, and then we’ve got about a month and a half when they’re actually in the mode of, of buying.

How do we ensure that we’re available on the front end of that and visible when we don’t even know which accounts are necessarily showing any intent?”

**Nick Cholakis:** You’ve hit the nail on the head. Like, that’s what we need to do to align with the complexity of the sales cycle, the length of it, and the short timeframe. It comes down to signal aggregation. So outside of folks that are filling forms on our website, what can we understand at an account level that helps us understand where a customer is within their sales cycle based on off-site research that they’re doing, if they’re coming to your website, and scoring that relative engagement that’s taking place anonymously pre-sales, so that we can understand when the window is right to go ahead and engage that account? And so that brings me towards, like, what is ABM, and what is it not? We speak with marketing leaders every day, and I’ve heard that marketing leaders tend to believe that it could be just one thing. It could be targeting an account on a one-to-one basis with hyper-personalized targeted material to the concept of an account in business.

And that’s one aspect of ABM. But at its entirety, how I view it, how my customers lean into it, is truly just understanding how marketing channels are performing what you’re doing today from the landscape, from the context of an account-based lens

**Carman Pirie:** So I mean, look, every — anybody that sells into accounts thinks, “Yeah, I’d love to know my account, my, you know, my channel performance, my, my marketing performance across various initiatives.” Um, would like to understand how that’s performing better at an account-based level or through an account-based lens.

Um, where do they, I guess, where do they fall down in their understanding? Do they think it’s just all about, um, new lead acquisition? Do they miss an a- an awareness build component? Is it the intent signal aggregation that, um, uh, is confusing to them? I guess, um, help me understand that.

**Nick Cholakis:** We, typically I’ve — I’ll answer this in two ways. Like, what we’ve seen is there’s confusion in general in the market in terms of signals. There’s so much out there in the, in the market that’s available from a capture standpoint, even at an account level. But in terms of identifying when a business is truly in market, there are probably only one or two real signals that you can activate on to understand where an account is within their progression of an evaluation process.

And how I see those are gonna be off-site research that’s taking place, not on a, on a manufacturer’s website, but across multiple different research articles and publications, uh, that indicate that there’s research being done in an isolated list of topics and categories and keywords, long tail, short tail, that are relevant towards a manufacturer’s go-to-market.

The other aspect is, are these businesses, these end customers, are they engaging in a meaningful way on a manufacturer’s website? And I’ll say neither of these two signals, which we do view as the two primary out there in the market landscape that identify if an account is in market, are a silver bullet in and of themselves.

But it’s when we’re able to collect this relative engagement, score it in a really unique way to a manufacturer and how they sell and go to market, we’re then able to get a good picture of the relative engagement and where an account might be within their journey.

**Jeff White:** Are you also working with manufacturers to un- to help them understand and to help you understand as well, I suppose, how, you know, the a- account-based universe and, uh, and platforms are coming to life to help you understand how sales is actioning that from there, or how marketing within those manufacturing organizations may choose to take the next step with that once they maybe pick up on some of that off-site research or, uh, or the other signals that you mentioned?

**Nick Cholakis:** Absolutely. Right? So creating audience segments of relative engagement at an account level is just the first part of it. But what drives revenue pipeline, the outcomes that a business might be looking for, is the actual orchestration of that, and that’s unique to every business, right? Um, for manufacturers, we might be capturing this insight at a end customer level.

Once it warms up to a certain point, maybe we want to send this information, these alerts, at an account level to a distributor, to a channel partner. If they have an engaged outbound prospecting internal sales team, we wanna filter out the noise, focus on the accounts that are actively in market, and make sure that context, and context is everything, is shared directly with the field sales rep so that they can prioritize their own day as they’re stopping by for lunch and learns across different, uh, end customers, as they’re, you know, reaching out through email, LinkedIn and other channels to try to drive a conversation within that narrow buying cycle, if you will.

**Carman Pirie:** Just, um, kind of orchestrating the journey, as you mentioned. Um, it, it, requires a bit of, uh, you know, understanding it, if you will, data collection of how that unfolds.

And as we mentioned, long sales cycles, short buying windows, m- intense signals, what may be happening at different levels, at different cadences throughout that journey.

It, you know, how long should manufacturers expect to, um, be working a- on their ABM program, iterating it, improving it, understanding it before it really begins to make sense too, for them? Like almost, if you will, how do… how long should they expect it to take for them to turn customer journey, uh, information that they’re getting, signals that they’re getting into know- true knowledge about what’s happening there with buyers?

**Nick Cholakis:** Typically what we’re finding is that it’s, it’s always a work in progress, right? Um, the way that I like to describe ABM technologies out there in the market is as a marketing brain, if you will, that allows you to understand at an account level relative interest, so you can go to market within the ch- the channels that you’re leveraging today, email, social, ads, paid media, in a more methodical, efficient way based on these relative understandings of the signals in the buying cycle.

It’s not in and of itself a complete shift in strategy and something that is all-consuming by delivering another platform that you need to log into and maintain on an ongoing basis. So that’s one way I’d start to answer your question. But to dig a little bit deeper, it’s what is the relative bandwidth expectations from leaning into an ABM platform?

You can always customize, refine your models, make them more precise based on additional intelligence and signals that we’re collecting to get them stronger, better, and more actionable in delivering more value. Though there’s a lot of out-of-the-box functionality that we’re seeing on our end in configurations that allow our manufacturing customers to realize value in a short period of time.

And that can be from simple things such as just de-anonymizing the businesses, the installers, the integrators that are on a manufacturer’s website, scoring that, understanding it, and then making sure that that insight of what these end customers are consuming on your website are leveraged to tailor our marketing campaigns effectively.

**Jeff White:** We mentioned how the sales apparatus within manufacturers is unique in B2B. You know, it’s not the same as in SaaS,

it’s not the same as in some other, um, industries. It has layers and levels that you just don’t see anywhere. And our, our listeners are, are no stranger to this. But if you are a manufacturer and you are leveraging these intent signals, but your sales are happening largely through distribution or, uh, sales agents or other people who are outside of your organization in some way, and perhaps not even in your CRM or, or other tools, how are you seeing manufacturers communicate what they’re noticing to prepare distributors to co-market around or co-sell around those accounts?

**Nick Cholakis:** Yeah, that’s, that’s everything, right? So, um, it comes down to at these manufacturing, you know, uh, organizations, what we’re finding is that the sales team has very tight relationships with their distributors, with their channel partners. So what Demandbase and other ABM solutions are able to package is the end customer account detailed, you know, synopsis, the dossier, if you will, of what’s going on at an account, at a account level, at a buying group level that is actionable for a distributor, a channel partner to leverage.

So the — we’re essentially equipping the field sales rep at a manufacturing, uh, organization with the end customer data that they can’t understand and then transfer over an email, a face-to-face conversation with their channel partner ecosystem.

**Carman Pirie:** it it it, occurs to me that on the a- o- on the awareness side, so I appreciate we have,

um, making, making our marketing, uh, smarter, uh, by understanding how our, our marketing activations are actually impacting our target accounts, you know, as a core kind of way of thinking about the benefit that ABM brings.

I think that’s an int- you know, I hear what you’re… I’m picking up what you’re putting down. The, um, maybe a, almost a bit earlier in the journey to that is I, I find people wanting to leverage ABM technology to say, “We have this universe of 10,000 target accounts that make up our market, that, that fundamentally are the tier one and tier two levels of the niche we serve, and we just want to drive more brand awareness within that, within that niche we serve.”

Because frankly, there’s no media property that we can buy that over-indexes in targeting that category. We can go to trade shows to get in front of those people, but the other thing that we wanna do is drive awareness into that. So if you think about it, almost brand awareness within an established category.

And then the other thing that I’ve seen is people that are trying to not just drive brand awareness, but a- almost like drive awareness of a new way of doing something. Like, here’s a problem that’s always been there, but we have this different way of solving it. You maybe don’t even, have never thought about solving it this way or thought about solving it with a company like us, which of course that’s a harder challenge.

I’m curious about any insight you might have into the ABM motions that help fuel those t- dual types of awareness programs, what you’ve seen. Appreciating that that is a damn convoluted question I just asked.

**Nick Cholakis:** I, I wouldn’t say it’s convoluted. I mean, that’s the reality, right?

Of, of, you know, how complex, you know, ABM and targeted account strategies are for, for any company, right? We have this large data set of accounts that we believe that we should be doing business with, and we’ve leveraged what we have today to be able to assign a value to them.

Are they tier one? Are they tier two? I’d say first and foremost, what ABM strategies and technology partners allow us to do is validate that those accounts should be target accounts from the beginning, and then, uh, validate what tier they might be in based on collective signals of engagement. And I think that’s a really important part, right?

Because I’ve heard from marketing leaders time and time again, “Hey, sales has had the same account on their target tier one list for five years, and we have never created an opportunity with them.” But it’s hard for us to push back on that because the seller knows what the seller knows about the ICP. So we’re looking for a solution that can give us the data and insights that we need to disqualify that target account.

So when you mentioned 10,000 accounts, the first thing that I’d wanna do is let’s take that list and understand at a deep level, are these end customers really… Should they be selected as tier one and tier two based on relative engagement?

**Carman Pirie:** So move away from strict firmographic parameters for that tiering and let’s look at what they’re actually telling us, their behavior

**Nick Cholakis:** Exactly. And so what we hear is like it’s firmographics, it’s revenue, it’s is this a great marquee logo? Do we think that the ASP could be relatively large? And those are all great details. However, it’s we also want to understand is that account in market? Are they researching today? Have they been historically in the past 12 months or 24 months that indicate that we should be pushing sales activity, marketing activity towards that account to begin with?

And then do they know about your brand? Are they consuming your content today? And if they’re not, this leads into your second question, let’s then designate what should the playbook be. Are they in — is this account in an awareness, a consideration, or a decision journey stage? And then let’s tailor our outreach accordingly to that relative, you know, capture of where this account might be in market. And that brings me to the last point, which is brand awareness. It’s really important and a fundamental principle of an ABM strategy to have that always on campaign that targets our tier one, tier two accounts at an awareness level with brand awareness campaigns, with the end goal of picking up signals that determine have they progressed from awareness, and when should we orchestrate the next efficient play to bring that account and buying group further down the funnel.

**Carman Pirie:** And it takes a really disciplined marketer to understand that what you just, uh, that last part of what you just said doesn’t necessarily mean next step is an NQL in your inbox.

**Nick Cholakis:** and let’s face it, right? Like what we’ve seen in the market is that MQs, MQLs rather, are trending down and to the right. Customers are doing all of their research offline today,

often in LLMs, often in, in research articles, less and less on a brand’s website, and they’re very hesitant to fill out a form because they know what’s gonna happen next as a result, which is a inside sales team trying to progress an e-book download into an actual sales process and evaluation

**Carman Pirie:** If there’s one little bit of good news for manufacturers out there, it’s that the people that they’re selling to are at least a little less jaded about that from within the manufacturing space than maybe in the SaaS environment and tech environment. Um, I, I, I think just because there’s still a… You know, in many cases, the manufacturers hold information and knowledge that the buyer doesn’t have.

There still is a bit of asymmetry there.

**Jeff White:** they don’t tend to have as heavily aggressive internal sales teams either.

**Carman Pirie:** There’s that, yeah. Yeah, but it’s, uh, you know, that l- that little advantage still is, is going away. I mean, fundamentally, Nick, you’re, you’re spot on. I, I’m not disagreeing with the point. It’s just you can — they can still get a little bit more juice out of that old playbook than maybe a saaS company can

**Nick Cholakis:** Absolutely right. But, but there are trends that that is, is changing. I mean, you’re seeing manufacturers go to market with 200, 300 inside sellers today, despite the fact that they do sell through distribution and channels. So we’re seeing an uptick in just the sales DNA and approach in the manufacturing space.

Then I’ll also add answer engines, ChatGPT, Claude, they’re doing a phenomenal job of aggregating information about manufacturers, tools, and systems and making that more accessible than ever within their channels as well. So we are seeing that shift, But I completely agree with you that manufacturers have more time between — before the entire playbook is flipped on its, on its head.

**Carman Pirie:** Well, they’re the only ones with time left. Uh, yeah, yeah, yeah. But it — But they, they should take no comfort in that because it

**Jeff White:** it’s gonna be eroded soon enough.

**Carman Pirie:** Yeah. Things are moving incredibly fast, there’s no question

**Jeff White:** I have a question to kind of move us in a slightly different direction before we c- close out the show. But Nick, one of the things, Carman and I have been beating this drum for a while. I think we were even guests on an early demand-based podcast talking about this with, someone there on the *Sunny Side Up* show that they used to have.

But all the tech in the world can’t solve a problem that good creative can’t enhance. You know what I mean? So if you — What have you seen from a creative and ad design perspective that has maybe helped move the needle a little bit more than simply good identification and technology behind the scenes?

**Nick Cholakis:** We don’t necessarily get our team deep in terms of the creative and the copy and what’s being leveraged at these different funnels. We make recommendations, but largely that’s where the partners and what’s being leveraged within the company, you know, add the most value is what, what we’ve seen.

**Carman Pirie:** And I think what manufacturers need to know is that, um, y-y-you just can’t like, uh, we sell XYZ and because we’re now sell- uh, putting that in an ad in front of a target account, then you will buy it, and we haven’t done that before. Saying, no, you actually need to speak in a creative way. You need to still break through.

These ads are still in an environment, even though they’re incredibly well targeted, that is n- had, you know, i- is it’s still an attention environment. You’re still having to break through attention, so creative’s still important. that’s kind of fundamentally the point, I think.

**Nick Cholakis:** I might answer this in terms of what doesn’t work, right? It’s like the specification guides, the brochures. Like, that is only appropriate for one small, uh, subset of your target account audience, right? And a lot of manufacturers are struggling to create that evergreen content up market that’s more appropriate for that awareness level stage

**Carman Pirie:** Nick, it, uh, it’s been wonderful to have you on the show. Thank you for joining us today. I, um, you know, where’s this going? Look, we don’t have somebody from Demandbase on every day. Um, let’s pull out the Demandbase ABM crystal ball. Um, what’s going to be massively different in the ABM world 12 to 24 months from now?

**Nick Cholakis:** I think 12 to 24 months is too long. I mean, the way in which we’re seeing product evolve, particularly in this go-to-market space, is we’re, we’re, we’re gonna see dramatic changes in, in two to three weeks. Um, what we’re seeing particularly at Demandbase right now is that we’re kind of removing the old playbook of digging into dashboards and reports to try to understand what’s working and what’s not from an account lens within your organization and, and own ABM ecosystem, and we’re leveraging our own internal AI-based answer engines so that you can get these quick answers to questions.

So before, I’d have to be an ABM expert to get value out of a solution like Demandbase, right? But today it’s, I can ask the question that I want in terms of an outcome-based prompt. I need to drive brand awareness within my tier one vertical. What should

I think about from a strategy perspective? Which account should I target, and with what relevant messaging for that journey stage?

And this answer engine will craft a V1 strategy for you, and that’s the evolution that we’re, we’re seeing today, and that’s only gonna be further and further built on itself until the point where it’s almost an autonomous, you know, ABM solution that understands your business and actually orchestrates the campaigns and solutions.

**Carman Pirie:** I maintain there’s, I don’t think there’s ever been a more exciting time to be in marketing.

There is so much change happening so quickly and, uh, opening up, many more opportunities to, engage, with buyers and, to build brands. And so I think it’s an incredibly exciting time. Nick, thank you for joining us today.

Really appreciate having you on the show.

**Nick Cholakis:** Thank you very much. Happy to be here.

**Jeff White:** Wonderful to have you on. Thanks!

[Read Full Transcript](#podcast-transcript)

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[Episode 396: Why Uniting With Your Competitors Can Be the Smartest Way to Grow a Market »](https://kulapartners.com/thekularing/why-uniting-with-your-competitors-can-be-the-smartest-way-to-grow-a-market/)

#### Featuring

### Nick Cholakis

Enterprise Account Executive- [LinkedIn](https://www.linkedin.com/in/nick-c-b20a8737/)

Nick Cholakis is an Enterprise Account Executive at Demandbase, based in Boston, Massachusetts, where he focuses on ABM and B2B sales and marketing for manufacturers and other enterprise organizations. He has spent over a decade in the MarTech space, including nearly nine years at HubSpot on the inbound marketing automation side of go-to-market. Between HubSpot and Demandbase, Nick worked as a field sales rep at a physical security OEM, where his vertical was enterprise manufacturers — giving him firsthand experience on plant floors across the United States. Nick brings that operator’s perspective to the complex, long-cycle, multi-stakeholder world of manufacturing ABM.

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The Kula Ring is a podcast for manufacturing marketers looking to enhance their impact and grow their organizations.

Hosted by Jeff White and Carman Pirie, it features discussions with industry leaders who share their experience, insights and strategies on topics like account-based marketing (ABM), sales and marketing alignment, and digital transformation. The Kula Ring offers practical advice and tips from the trenches for success in today’s B2B industrial landscape.

### About Kula

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Our clients sell within complex, technical environments and we help them take a more targeted, account-focused approach to drive revenue growth within niche markets.