In addition, the inductance of the bondwires in series with the bondpad capacitance will shunt a lot of the voltage, meaning the external diode turns on a good bit before the internal one does.
I don't know of any chips that are big enough for that to be relevant (except perhaps IGBT modules, where a few stray nH matters for dI/dt and peak turn-off Vce).
A bondwire has a fairly high characteristic impedance (say 100-150 ohms), and the pads are lower, more or less forming a low-frequency-equivalent LC lowpass structure. But, the cutoff frequency is comparable to the dimensions of the structure -- a few mm gives bandwidth of GHz. ESD doesn't have much energy above mid-100s MHz, so, I don't see that that would be relevant here.
With diodes involved, the impedance is much lower, which may make the inductance relevant (but will more than swamp the capacitance).
But on that subject, there is definitely a place where significant lengths (cms) affect ESD response: any stub length between the pin-to-device path and the ESD protection device amounts to equivalent inductance that directly worsens performance! Make sure to route from IO connector, to ESD device, to [rest of the circuit]. Make sure that any GND/VCC connection to the ESD device is extremely short and well bypassed (capacitor right next to device), and use a low impedance ground (ground plane or pour with stitching).
Stub length includes the physical length of the part, so a DFN is better than a SOT-323-6 is better than a SOD-123 is better than a DO-35. Some ESD protection chips are extremely small (DFNs and such), which is a downside for energy handling but a bonus for peak voltage clamping -- when connected properly, of course!
Tim