Mark Connon — CEO, Bombora
Published:
Because of the length of sales cycles and the size of the transactions in B2B, missing out on or being late to the party on a company that’s in market for your solution can have a long-term impact… not doing it right means you’re missing opportunity. It means you’re getting involved late in a sales cycle. It means you’re missing that RFP process.
What does Mark Connon say on B2B Agility with Greg Kihlström?
Mark Connon, CEO, Bombora, says: Mark Connon explains the activation gap between B2C and B2B advertising, attributing it to structural differences when targeting companies and buying groups rather than individuals. He advocates for an ecosystem model—combining specialized data partners via a data co-op—and emphasizes seamless activation and richer engagement-based measurement so marketers can reach accounts earlier in the sales cycle and convert intent into strategic pipeline.
From: B2B Agility with Greg Kihlström
Cite as: Mark Connon. (2026). On B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-connon-because-of-the-length-of-sales-cycles-and-the-size-of-the-tr