In our last newsletter, we talked about our heritage: coming from a B2C mindset and applying that experience to the B2B environment.

Today we are discussing how that heritage can support the growth of B2B companies.

Over the years, we have had recurring conversations with many B2B companies about how to grow their business. Growth can mean different things for different companies. The obvious goal is to increase revenue. Some see it as a way to take a company to the next level by fine-tuning, innovating, and entering new sectors. But it can also mean establishing new locations or entering new markets or regions.

2  +1 way to grow

The first option that comes to mind is organic growth: winning battle by battle and slowly improving. Open another location, hire more salespeople, etc. Grow step by step. The company is in control, but the downside is that it takes a long time. And sometimes you want faster progress, so what are the alternatives?

Another option is to attract venture capital and go the Merger & Acquisitions route. Buy market share and market presence through a rapid expansion plan. It is a high-cost approach – you usually have to give up independence. It has a higher risk-reward profile, but sometimes it works. If you succeed, you can establish the company at a whole new prosperous level – but many try and fail.
The data are not crystal clear, but there are indications that as many as 75% of venture-capital-backed companies never return cash to investors.

We represent +1, the third way

A different approach that is not as well explored for B2B companies is to use marketing communications as a tool to increase interest in the company. To attract customers and partners by doing things differently – in a way that competitors can’t copy, building an intangible asset, what we call a BrandConcept.
It should be Multiplicable – it can be used over and over in different ways – and Channel-independent – used everywhere there are touchpoints with customers, as well as internally to strengthen the perception of the brand/company, and attract future employees.
This still needs investment, but it comes with a manageable risk-reward level.

If you are curious about how this could boost the journey to reach your goals, don’t hesitate to touch base. Maybe we have a solution that would support your strategy.