{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Performance Delivered","title":"Building a Marketing Engine for Long Sales Cycles — with Caroline Ang Wright (AidKit)","html":"","width":"100%","height":180,"duration":1628,"description":"When your customers are governments, nonprofits, and humanitarian organizations, the traditional B2B playbook falls apart. Sales cycles stretch from six months to two years, buyers are complex, and trust is everything.In this episode, host Steffen Horst talks with Caroline Ang Wright, Vice President of Marketing at AidKit — a venture-backed public benefit corporation and certified B Corp that builds aid and benefits delivery infrastructure for governments and nonprofits at scale.Caroline has built marketing functions at early-stage startups working at the intersection of technology and public good. Before tech, she was a journalism fellow for the UN Environment Programme and a management consultant at Monitor Deloitte. She holds a BA in English literature from Brown University and master's degrees from the London School of Economics and the London School of Hygiene & Tropical Medicine.In this conversation, Caroline shares how to build a high-touch marketing engine when you can't rely on capturing existing demand — and how she pairs relationship-building with scalable, data-driven systems.\nIn this episode:Why the \"capture demand\" SaaS playbook breaks in B2G — and what to do insteadThe real length of a government sales cycle (and one deal that took 78 touches to close)How AidKit vets conferences: ICP, seniority, themes, speaking slots, and geographyWhy events are AidKit's strongest channel — and how digital works best as an amplifier, not a standaloneMeasuring ROI when deals take 18 months: leading indicators, MQLs, and pipeline createdThe anatomy of their best-ever webinar (250 live attendees, ~50 of 60 minutes average watch time) with former FEMA Administrator Deanne CriswellUsing AI honestly — the \"PhD intern\" that still needs taste, QA, and directionAdvice for small marketing teams deciding between high-touch events and scalable digital","thumbnail_url":"https://img.transistorcdn.com/vnS29t4r5WROVgKOj8eawpVf7WhLuOOPwL94dPdp3Oo/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iOWEz/MDA3OWQzNjM0ZWY1/YWJhNjlkNmYwYWMz/Njc1MC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}