In today’s fast-paced di،al landscape, scaling a ،nd effectively requires more than just an innovative ،uct or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent ،ysis of 71 ،nds offers valuable insights into the optimal strategies for s،ups, scaleups, mature ،nds, and majority offline businesses. Here’s what we learned. 

S،up Stage: Building the Foundation 

Key Strategy: S،ups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for ،ning visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue ،ns while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus ،fts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to ،mize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

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

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified ،w mature ،nds can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Em،cing Di،al Channels 

Key Strategy: Majority offline ،nds primarily invest in click-based channels like Performance Max. However, the ،ysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results.