Unlocking Brand Growth: Strategies for B2B and E-Commerce Marketers

In today’s dynamic digital environment, successfully scaling a brand requires more than just an innovative product or service. It is crucial for B2B and e-commerce marketers to understand the intricacies of growth strategies at different stages of business development.

The latest analysis of 71 brands offers valuable insight into optimal strategies for start-ups, scale-ups, mature brands and most offline businesses. Here’s what we learned.

Starting stage: building foundations

Key Strategy: Startups are focusing on impression-based channels like Paid Social to build their audience base. This approach is essential to gain visibility and create a strong initial footprint in the market.

Case study: Dog and Mutt illustrated this strategy by leveraging Paid Social to achieve significant year-over-year revenue gains while improving acquisition costs. This fundamental step is critical to setting the stage for future growth and stability.

Scaling step: Accelerating conversions

Key Strategy: When scaling, once your audience has been established, the focus shifts to conversion activities. Increasing your impression-based media spend helps you continue to generate demand while maintaining a balance with acquisition costs.

Case study: Vault of Essence has successfully used this approach, scaling its presence on Meta while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and maintain growth momentum.

Mature stage: broadening horizons

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustainable growth and market diversification.

Case study: Present scaled their efforts on TikTok, increasing growth and improving Meta performance. By expanding their presence in the U.S., they showed how mature brands can cope with market saturation and seek new markets to achieve continued success.

Most brands offline: leveraging digital channels

Key Strategy: Most offline brands invest primarily in click-based channels like Performance Max. However, the analysis reveals significant opportunities in paid social media, suggesting a balanced approach to achieve optimal results.