Struggling to Grow Your B2Business?

Many B2B companies start with enthusiasm. They have a promising product, a marketing team that’s eager to launch campaigns, and a sales department ready to close deals. But somewhere along the way, they hit a wall. Results stop growing. The marketing department feels like it’s throwing ideas against the wall to see what sticks. The sales team notices deals dropping off. The leadership team feels pressured to find answers, but those answers never seem to show up. In short, marketing efforts become stagnated. If this sounds familiar, you’re not alone.

You might be pouring money into ads, creating content every week, or even trying out new marketing software. Yet, the results are underwhelming, and you find yourself scratching your head. Why isn’t all this effort driving growth the way you expected?

In many cases, the problem isn’t a lack of action. It’s a lack of alignment and a strategic foundation. Here are a few common issues I’ve seen with stagnated B2B marketing efforts:

1) Weak Positioning: Many B2B companies struggle to explain exactly what they do and how they help. If your messaging sounds similar to your competitors, or if you’re using overly complex terms, you risk losing potential customers before they even understand your unique value.

2) Misaligned KPIs: Tracking too many metrics can create confusion. Are you focusing on click-through rates when you should be focusing on the number of qualified leads? Are you obsessing over lead volume when the real indicator is how many deals actually close? Misaligned metrics lead to misaligned efforts, which leads to stagnation.

3) Random Tactical Moves: Instead of a structured plan, some companies dabble in every marketing trend that appears. They try a little bit of social media, a bit of paid search, maybe a webinar series, but none of these tactics connect to an overarching goal. This shotgun approach spreads your resources thin and rarely produces the growth you need.

4) Poor Handoffs Between Marketing and Sales: You might generate a ton of leads, but if the sales team doesn’t have a system for following up, or if they’re confused about the content marketing is producing, things break down. This usually leads to friction between teams and missed revenue opportunities.

If you look at my past projects, you’ll find a mix of industries, but the principles remain the same: a solid demand generation strategy, a robust framework for growth, and an unwavering focus on quality leads over quantity. Many B2B tech companies chase big lead numbers that may look good on monthly reports but don’t lead to real revenue in the end. I prefer a different path. I’d rather drive fewer, high-intent leads that truly move the sales needle than gather a huge database of random email addresses that never convert.

Let’s talk, we’ll identify what needs to change and how to change it. Then, your marketing becomes a reliable engine for growth, instead of a constant drain on resources and energy.