The B2B landscape is undergoing rapid transformation, with companies facing increased competition, tightening budgets from VC investors, and evolving buyer expectations. Many SaaS startups no longer have the comfortability of a long runway to profitability, and success requires more than just a good product; it demands a deliberate focus on customer-centric strategies, strong branding, and content-driven engagement.
During Monday call, Brian, the founder of Expert Dojo, and Colby Flood delved into actionable B2B growth strategies, sharing insights on how businesses can navigate challenges and thrive in a competitive 2025 marketplace. Here’s a breakdown of the critical strategies B2B businesses must adopt to achieve sustainable growth in the years ahead.
Start with the Customer
For years, “know your customer” has been a mantra for marketers. But in today’s landscape, customer understanding needs to go deeper than ever. Businesses that invest in truly understanding their customers are the ones that stand out.
Go Beyond the Basics
Many companies rely on surface-level surveys or transactional data to gauge customer preferences. However, meaningful insights come from in-depth interviews and open-ended conversations. Instead of simply asking, “Do you like our product?” explore the customer’s journey:
- What challenges did they face before using your product?
- Who in your organization is responsible for finding and deciding on new software to invest in?
- What would make you choose to use our tool versus the alternative?
- How do you evaluate the cost & benefit of a software tool?
These conversations reveal actionable insights and build relationships that can lead to long-term loyalty.
Iterate Based on Feedback
Customer feedback shouldn’t sit in a vacuum. Use it to refine your product, improve your messaging, and identify new opportunities. A dynamic feedback loop ensures you’re always aligned with customer needs.
Build a Brand That Resonates
Branding is no longer just a B2C play—it’s an essential differentiator in the B2B world. With advancements in technology lowering the barrier to entry for new products, companies need to invest in their brand to stand out.
Branding as a Competitive Advantage
The brand becomes the deciding factor when every product in a category offers similar features. Strong branding goes beyond logos and taglines; it’s about connecting with your audience. Consider companies like Liquid Death, which turned a simple product (canned water) into a cultural phenomenon through bold branding and messaging.
B2B Branding is Table Stakes
In B2B, branding can be the difference between getting a seat at the table and being overlooked. A strong brand doesn’t just communicate value—it builds trust, authority, and credibility in the marketplace.
How can you establish a brand? It starts with the customer interviews, finding key issues or topics that matter most to your audience. Turn those into your primary messaging angles or USPs to use across your marketing efforts.
Content Marketing: The Engine of Growth
Content marketing is not a new concept, but its role is evolving. In 2025, content will continue to be a critical tool for building awareness, establishing authority, and engaging potential buyers.
From Education to Entertainment
Traditionally, B2B content has focused on education and thought leadership. Engaging videos, live streams, and interactive formats can help businesses connect with their audiences on a deeper level. While these remain important, there’s a growing demand for content that entertains and captivates. This comes in the form of creator content, comedy shorts, or other creative that resonates with your audience, not just your product.
Maximizing Impact Through Repurposing
One of the most efficient ways to execute a content marketing strategy is to repurpose content across channels. A single podcast episode, for example, can be transformed into blog posts, social media clips, newsletters, and even webinar content. This approach amplifies the reach of your efforts while minimizing resource strain.
Native Platforms Take the Lead
As algorithms favor native content, platforms like LinkedIn, Instagram, and Reddit are becoming critical arenas for content distribution. Businesses should create content tailored to these platforms while maintaining a consistent brand voice.
Leverage the Power of Influencers
Influencer marketing is no longer limited to the realm of B2C. In B2B, leveraging the earned audiences of influencers is pivotal in driving discovery and establishing credibility.
Influencers as Top-of-Funnel Drivers
B2B buyers increasingly rely on recommendations from trusted figures in their industry. Influencers—whether they’re LinkedIn thought leaders, niche YouTube creators, or prominent industry voices—can amplify your message and bring your brand to new audiences.
Balancing Content and Paid Strategies
Paid advertising and content marketing are not mutually exclusive; they’re complementary. The key is to integrate these approaches effectively into an omnichannel marketing strategy.
Content Informs Paid Strategies
Content marketing is invaluable for refining your messaging and identifying what resonates with your audience. By testing messages organically, you can ensure your paid campaigns are more effective and cost-efficient.
Think Long-Term
While paid advertising delivers immediate results, content marketing builds trust and authority over time. These strategies create a balanced approach that drives short-term conversions and long-term growth.
Final Thoughts: The B2B Growth Playbook for 2025
The path to B2B growth in 2025 is clear:
- Know your customer.
- Invest in your brand.
- Build a content strategy that educates, entertains, and engages.
These efforts, combined with the amplification power of influencers and the scalability of paid strategies, will position businesses for success in an increasingly competitive environment.
It’s not about reinventing the wheel—it’s about adapting proven strategies to meet the demands of a changing marketplace. For B2B companies ready to grow, the time to act is now.
About the author:
Colby Flood founded DataAlly, a marketing analytics SaaS tool, and Brighter Click, a growth marketing agency. Brighter Click is a partner for startups and has driven growth through 292 million in series round fundings.