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BREAK THROUGH
GROWTH
BARRIERS

Transform Your Business with
our Proven Growth Formula

Are you looking for a proven way to grow your B2B business in a competitive market? Do you want to learn how to attract, convert, and retain more customers? If so, then this guide is for you.

It’s your practical manual to navigating the intricate paths of business  expansion, drawing on two fundamental frameworks: the Demand Pyramid and the Growth Formula.

You'll gain insights into engaging potential clients, capturing demand, creating awareness, managing and nurturing leads, and fortifying customer relationships.

Explore these concepts and strategies to take your businesses to new heights!

sam-1

Sincerely,

sam_signature

Chief Growth Officer

ebook-cover-1
  • Demand
    Pyramid
  • Growth
    Formula
  • Capture
    Demand
  • Create
    Awareness
  • Manage & Nurture
    Leads
  • Manage & Nurture
    Customers
  • Accelerate
    Growth

Demand Pyramid

demand_pyramid

Understanding the Demand Pyramid is crucial for any B2B company aiming for sustained growth. By comprehending this concept, you can tailor your marketing strategy to effectively engage with your audience.

Let's delve into the details.

The Demand Pyramid Explained

At its core, the Demand Pyramid represents the journey a potential client takes before becoming an active buyer. The stages, from top to bottom, are as follows:

30%

Unaware of the problem (30%): This group is not interested in your solution as they are oblivious to the problem.

30%

Problem aware (30%): Individuals in this stage acknowledge a problem but do not feel an immediate need to purchase a solution.

30%

Solution aware (30%): This segment recognizes the need for a solution but is not yet prepared to make a purchase.

7%

Consideration (7%): A small percentage intends to buy and is actively considering options.

3%

Decision (3%): This is the group of active buyers who are ready to make a decision.

Why It Matters

Understanding the Demand Pyramid is crucial because only a small fraction, 1-3% of the market, is actively buying at any given time. This leaves a vast untapped potential within the remaining 97%.

Whether they are aware of their problem or not, this majority represents an opportunity for strategic engagement.

why_it_matters

The Growth Formula

Now that you've got a handle on how the Demand Pyramid works, let's talk about something equally important: the Growth Formula.

Think of it like this – if the Demand Pyramid was your roadmap, the Growth Formula is the vehicle that helps you navigate the roads and reach your destination. It's a smart way to make your business not just bigger but also more successful in the long run.

The growth formula is simple:

Acquisition + Retention = Growth

This framework consists of four pivotal sections, each tailored to address specific facets of B2B growth:

capture_demand

Capture Demand

How to capture the existing demand for your products or services and successfully convert those active buyers into customers.

create_awareness

Create Awareness

How to increase your visibility and credibility in your target market and generate more interest and buyers for your business.

nuture_leads

Manage & Nurture Leads

How to manage and nurture your leads and move them along the sales funnel until they become customers.

nurture_customers

Manage & Nurture Customers

How to manage and nurture your customers and increase their loyalty, satisfaction, and lifetime value.

By embracing the Growth Formula, you gain the ability to implement marketing and sales strategies that are both effective and efficient. This isn't just about growing your B2B business; it's about doing so faster and smarter.

Let's zoom in on each of its critical aspects.

Demand Pyramid

demand_pyramid

Understanding the Demand Pyramid is crucial for any B2B company aiming for sustained growth. By comprehending this concept, you can tailor your marketing strategy to effectively engage with your audience.

Let's delve into the details.

The Demand Pyramid Explained

At its core, the Demand Pyramid represents the journey a potential client takes before becoming an active buyer. The stages, from top to bottom, are as follows:

30%

Unaware of the problem (30%): This group is not interested in your solution as they are oblivious to the problem.

30%

Problem aware (30%): Individuals in this stage acknowledge a problem but do not feel an immediate need to purchase a solution.

30%

Solution aware (30%): This segment recognizes the need for a solution but is not yet prepared to make a purchase.

7%

Consideration (7%): A small percentage intends to buy and is actively considering options.

3%

Decision (3%): This is the group of active buyers who are ready to make a decision.

Why It Matters

Understanding the Demand Pyramid is crucial because only a small fraction, 1-3% of the market, is actively buying at any given time. This leaves a vast untapped potential within the remaining 97%.

Whether they are aware of their problem or not, this majority represents an opportunity for strategic engagement.

why_it_matters

 

What Our Clients Are Saying

They are nimble and agile, just what we need. Over the years, OneIMS has become more than a vendor for us; they are our partner.

- David Partain
Head of Brand Activation, Northern Trust

The Growth Formula

Now that you've got a handle on how the Demand Pyramid works, let's talk about something equally important: the Growth Formula.

Think of it like this – if the Demand Pyramid was your roadmap, the Growth Formula is the vehicle that helps you navigate the roads and reach your destination. It's a smart way to make your business not just bigger but also more successful in the long run.

The growth formula is simple:
Acquisition + Retention = Growth

This framework consists of four pivotal sections, each tailored to address specific facets of B2B growth:

capture_demand

Capture Demand

How to capture the existing demand for your products or services and successfully convert those active buyers into customers.

create_awareness

Create Awareness

How to increase your visibility and credibility in your target market and generate more interest and buyers for your business.

nuture_leads

Manage & Nurture Leads

How to manage and nurture your leads and move them along the sales funnel until they become customers.

nurture_customers

Manage & Nurture Customers

How to manage and nurture your customers and increase their loyalty, satisfaction, and lifetime value.

By embracing the Growth Formula, you gain the ability to implement marketing and sales strategies that are both effective and efficient. This isn't just about   your B2B business; it's about doing so faster and smarter.

Let's zoom in on each of its critical aspects.

What Our Clients Are Saying

OneIMS has been instrumental in growing our market share. Their online marketing strategies have tremendously helped us expand our brand reach.

- John Mitchell
Global Marketing Operations, Minitab

Capture Demand

70 %
of people conduct their own research online before making any B2B purchasing decisions. – Worldwide Business Research (WBR)

If you find yourself in an established market with existing demand for your products or services, you can capitalize on it by attracting the attention of your in-market buyers.

When potential customers are trying to find a solution to their problem, be found for what you have to offer. It’s your job to stay at the top of their minds if you want to capture the existing demand.

In a market where major players have set the buying criteria, educated the industry, and provided well-understood solutions, your priority should be to ensure your products or services are easily found by active searchers before they choose your competitors.

In a competitive market, aim to be easily found by potential customers seeking solutions.

In other words, capture the existing demand on intent channels like search engines. Ensure you're reaching all the in-market buyers who are actively in a buying cycle, searching for a product or service that matches your offerings, finding you, and considering you in their decision-making process.

This accounts for the 1 to 3% of active in-market buyers who are more likely to convert to customers in a very short time span, as far as sales cycles are concerned.

Tactics:

  • Organic Search and SEO
  • Paid Search and PPC
  • Landing Pages
  • Lead Magnets
  • Forms
  • Chatbots
  • Exit Pop-Ups
  • Industry Directory Listings

What Our Clients Are Saying

They have got a lot of great ideas, a lot of energy and the spirit for what we want to accomplish. They are a trusted partner and we enjoy working with them.

- Corey Gustafson
President, JohnsByrne

Create Awareness

42 %
of sales reps spend more time selling when provided with qualified sales leads. – DemandGen Report
90 %
of website visitors leave without converting into a lead. – Reimagining Commerce Report

If you're entering a new market or introducing unique solutions different from what's currently popular, you need to create awareness about your product or solutions through the awareness channel.

This involves understanding the customer journey. While it's not entirely linear, you can generally conclude that the customer starts as unaware, becomes problem-aware, then solution-aware, and finally, brand-aware of you.

The customer starts as unaware, becomes problem-aware, then solution-aware, and finally, brand-aware.

Customer's Journey

customer_journey

To educate the customer, you should know your buyer personas, understand your ideal customer profiles, be familiar with where they gather information and insights, and know the type of content they prefer. Once you've grasped these aspects, become a subject matter expert, providing insights and best practices for your customers.

Be so involved in their business world that you understand problems they might not articulate themselves. This way, you educate them to become problem-aware, solution-aware, and ultimately brand-aware. Create valuable and educational content and distribute it on a large scale to reach buyers at different stages of the buyer journey.

When done effectively, this creates awareness for your products and services, positioning you as the one setting the buying criteria and leading people to consider your offeringabove all competing alternatives.

Tactics:

Inbound Tactics

  • Organic Search and SEO
  • Paid Search and PPC
  • Landing Pages
  • Lead Magnets

Outbound Tactics

  • Forms
  • Chatbots
  • Exit Pop-Ups
  • Industry Directory Listings

Brand Awareness Is Crucial for B2B Business
because it helps you to:

stand_out

Stand out from competitors and differentiate your value proposition.

build_trust

Build trust and credibility with potential customers and partners.

capture_demand

Generate more traffic and leads for your website and landing pages.

increase_conversion

Increase conversion and retention rates, reducing customer acquisition costs.

customer_loyalty

Enhance customer loyalty and advocacy, generating more referrals and reviews.

ebook-cover-1

What Our Clients Are Saying

We found over time that it was probably the best thing we ever did in our marketing. Combining digital marketing with print communications has really helped us bring in new customers. I would highly recommend working with OneIMS for any of your marketing needs.

- Erin Grogan
President, United GMG

Manage and Nurture Leads

79 %
of marketing leads never convert to sales. Lack of lead nurturing is the most common cause of this poor performance. – MarketingSherpa
92 %
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. – DemandGen Report

Lead management and nurturing are the processes of moving leads along the sales funnel and preparing them for the purchase decision and the sales conversation.

79% of marketing leads never convert to sales. Lack of lead nurturing is the most common cause of this poor performance.

Lack of lead nurturing is the most common reason why leads do not convert.

There are two main types of leads that you need to segment and manage differently: qualified and unqualified.

  • Qualified leads are those that have shown interest and intent to buy from you, and that match your ideal customer profile and criteria.
  • Unqualified leads are those that have not shown interest or intent to buy from you, or that do not match your ideal customer profile and criteria.

Tactics:

  • Lead scoring & prioritization
  • Lead routing & assignment
  • Email Marketing
  • Lead follow-up & outreach
  • Lead nurturing campaigns & workflows
  • Retargeting Ads
  • Direct Mail

Lead Management and Lead Nurturing
are important for B2B businesses as they help you to:

capture_demand

Increase your lead quality and quantity by qualifying and verifying your leads and filtering out the uninterested or unqualified ones

lead_conversion

Increase your lead conversion and closing rates by following up and reaching out to your leads and persuading them to buy from you

lead_leakage

Reduce your lead leakage and loss by maintaining and enhancing your relationship with your leads and keeping them engaged and interested in your brand

sales_efficiency

Improve your sales efficiency and effectiveness by aligning your marketing and sales teams and processes, and by providing your sales reps with relevant and timely information and insights about your leads

What Our Clients Are Saying

We see real results with revenue coming in directly from the decisions and the work that they make on the content and on the paid spend. I would absolutely recommend working with OneIMS.

- Nicole Catatao
Senior Marketing Manager, TripleSeat

Manage and Nurture Customers

5 to 25x
Acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. – Harvard Business Review (HBR)

Acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. The Growth Formula takes into account the managing and nurturing of existing customers.

Customer management and nurturing is the process of maintaining and enhancing your relationship with your customers and ensuring their satisfaction, loyalty, and retention.

Acquiring a new customer is more expensive than retaining an existing one 

There are two main types of customer management and nurturing strategies: transactional and relational.

  • Transactional customer management and nurturing strategies are those that focus on individual transactions and interactions with your customers, such as sending invoices, receipts, confirmations, or reminders.
  • Relational customer management and nurturing strategies are those that focus on the long-term relationship and emotional connection with your customers, such as sending newsletters, offers, surveys, or thank-you notes.

Tactics:

  • CRM Systems
  • Customer Loyalty Programs
  • Customer Feedback and Surveys (NPS)
  • Winback Campaigns
  • Cross-sell and Upsell
  • Re-engagement
ebook-cover-1

What Our Clients Are Saying

OneIMS creates a solid balance between the back-end technical side of SEO and the content creation side. The integrated dashboard allows us to see all our information in real-time, 24/7.

- Teresa Suen
Global Business & Digital Marketing Communications Leader, Laird

Congratulations!

As we conclude our guide, we hope you now understand how to effectively apply the Growth Formula to your B2B business.

Mastering these concepts can transform your growth strategy. By focusing on acquisition, retention, and client stages, you can enter new markets, outshine competitors, and build lasting relationships.

The tools in this guide provide a strong foundation to drive your business forward. Apply these strategies, adapt them, and make sustained growth a reality.

Thank you for taking this journey with us. Here's to your continued success!

Ready to Accelerate Your Growth?

Put our years of experience to work for you and speed up your path to success. Schedule a strategy session today and let’s take your business to the next level!

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