Marketing Is a Marathon, Not a Sprint: Plan Ahead for Long-Term Success

A few years back, I ran the Twin Cities Marathon, billed as the most beautiful urban marathon in America. And it was: the day dawned crisp and clear with blue skies and perfect running temperatures. As I wound my way (slowly) through Minneapolis and St. Paul, I took time to appreciate the fall colors, the lakes, my friends and family who had come out to support me, and the power my body had to carry me through 26.2 miles.
But let’s be clear: I didn’t just wake up and run a marathon that day. I put months of careful planning and training into that one event. I had a training plan that slowly increased the miles I would run weekly, and a cross-training plan to prevent injury. I had a nutrition plan honed on the many long training runs that I knew would fuel my big day. I had a clothing plan that I could adjust depending on the weather so I wouldn’t chafe and could minimize blisters. I had a spectator plan so I knew where I could find my friends and loved ones on the course. Months went into developing my marathon plan.
Law firms can’t expect immediate results from their marketing programs. Just like you can’t go out and run a marathon in a day without the careful work of preparing for it, you can’t launch a single marketing program and expect immediate sales. Marketing requires strategy, endurance, and consistent effort over time. A sprint mindset may bring temporary gains, but a marathon approach builds long-lasting relationships, brand equity, and sustainable growth.

Understanding the B2B Landscape

In business-to-business (B2B) marketing, the buying process is longer than B2C, decision-making often involves multiple stakeholders, and transactions tend to be more valuable. B2B buyers are generally more deliberate, taking time to research solutions, build trust, and ensure they are making the right choice for their organization.
B2B marketing is not about quick wins, it’s about cultivating relationships over time. Buyers are looking for partners who understand their business needs, who can provide leadership, and who will offer ongoing value. This requires a long-term commitment to nurturing leads, engaging clients, and maintaining a presence in the market.