More than 70% of today’s buyers delay talking to sales reps. They do their research online and wait to engage a rep until they’re ready to buy. In the channel -- where deals often involve layered decision-makers, longer cycles, and vendor alignment -- the old way of selling doesn’t cut it anymore. If you’re still depending on referrals and single-touch outreach, you’re losing revenue.
If your strategy still leans on cold calls, pitch-heavy emails, or one-and-done follow-ups, you’re assuming your prospect is ready to buy. But according to the “3% Rule” popularized in “The Ultimate Sales Machine” by Chet Holmes (and backed by years of B2B data), only 3% of your total audience is actively in-market. Rather than building your entire strategy around that small slice, create a plan that nurtures your entire potential customer base.
Here’s how to do it.
What’s Not Working in the Channel Today
The old playbook of spray-and-pray emails, self-promotional messaging and cold calls is broken. Too many solution providers in the channel still rely on relationships, referrals, or last-minute MDF campaigns.
Today’s buyer holds the power. Most aren’t ready to purchase right now, yet many companies push for the close far too early. That leads to missed opportunities, lost deals, and wasted time. If your channel strategy doesn’t support nurturing across long sales cycles and multiple personas, it’s time to rebuild it.
Think Like Popcorn, Not Fireworks
A single burst of outreach (I like to call it fireworks) is gone in seconds. Instead, think like popcorn. Some leads pop early, but most need consistent heat before they’re ready to convert.
This is even more true in the channel. You’re not selling to one decision-maker. Instead, you’re navigating buying committees, multiple stakeholders, and long procurement cycles.
That’s why the “popcorn effect” matters. Each buyer “pops” on their own timeline, and your strategy must apply steady, intentional pressure across every stage of the journey.
Today’s B2B buyer engages with far more touchpoints than ever before. Studies from Gartner, Forrester, and McKinsey show that the average B2B buyer now interacts with 57 to 62 touchpoints before making a purchase decision. This increase over recent years reflects a more informed, digitally driven buyer who conducts extensive self-research and moves fluidly between channels long before they reach your inbox.
Laura Johns
Key Trends Driving This Shift
B2B buying behavior has evolved dramatically. According to recent research from 6sense, today’s buyers complete about 60% to 70% of their research before ever contacting a vendor, favoring a digital-first approach that lets them control the pace and depth of their journey. Gartner projects roughly 80% of B2B sales interactions will occur on digital channels this year. 6sense data also shows that buying committees have expanded, with nearly 11 to 12 stakeholders involved in the average decision, up from just over five in 2020. The rise of generative AI has accelerated this shift even further, giving buyers the ability to compare providers, validate claims, and gather insights faster than ever. As a result, modern buyers expect every touchpoint to be personalized, relevant, and value-driven rather than transactional.
What This Means for the Channel
For the channel, these trends demand a re-thinking of how sales and marketing work together. Multi-threading across multiple channels and buyer personas is no longer optional. Content strategies must evolve to deliver credible, educational resources that guide prospects through the journey, not just sell to them. Success now depends on personalization powered by intent data and AI insights that speak directly to each buyer’s needs. And while automation can scale outreach, complex B2B deals still hinge on human connection and trust.
Serve Before You Sell
The fastest way to lose trust? Overloading prospects with sales pitches. The fastest way to gain it? Providing value before you ask for anything. Here’s an example:
Good nurture email: Offers a practical checklist, a case study, or an insight that helps the reader solve a real problem.
Bad nurture email: Talks only about how great your company is.
The same goes for LinkedIn outreach, website content, blogs, webinars, videos, case studies, etc. The goal should be to educate first and sell later. Soft CTAs like “Explore the checklist” perform better early in the journey than “Book a demo now.” Especially in the channel, where your lead might be evaluating you on behalf of someone else.
Your Buyers Don’t Live in One Lane
You don’t live in one lane, and neither does your buyer. Email alone won’t cut it. Between digital ads, LinkedIn, podcasts, webinars, and events, a multi-touch, multi-channel strategy keeps your brand visible in the moments that matter most. I wrote about how to adjust your sales strategy to long sales cycles here if you’d like to read more.
Consistency and visibility build trust. And trust ultimately shortens the sales cycle.
Use Your CRM as a System, Not a Storage Unit
You CRM is holding you back unless it helps you track behavior, trigger follow-ups, and keep sales and marketing in sync. Think of it as the brain of your nurture strategy. When combined with MDF campaigns or automation tools, it ensures that no lead is lost, no opportunity overlooked, and no rep is guessing who to follow up with next.
Conclusion: Own the Long Game
Channel sellers who master nurturing will own the next decade. Buyers don’t want to be chased; they want to be understood, educated, and remembered. Stop treating marketing like a one-and-done push. Build the systems, content, and strategy that close deals while you sleep.
Who's ready to play the long game?
About Laura Johns
Laura Johns is the founder and CEO of The Business Growers, a marketing agency serving MSPs, IT, and telecom companies nationwide. A recognized thought leader and speaker at Channel Partners, INCOMPAS, and AT&T Partner Solutions events, Laura helps tech brands implement scalable, multi-channel strategies that turn visibility into revenue. Learn more at thebusinessgrowers.com.