What Does Growth Really Mean for B2B Marketers? [Video]

Growth—it’s the golden ticket every B2B marketer chases. But let’s be real, “growth” is one of those buzzwords that gets thrown around so much, it can lose all meaning. So, what does growth really mean in the B2B landscape? Is it just about scaling revenue, or is there more to the story? And how is it being impacted by declining commercial efficiency?

Growth as Revenue Expansion

First things first—yes, growth is about increasing revenue. In the B2B world, where sales cycles are long and the decision-making process is complex, expanding revenue can feel like climbing Everest. But it’s not just about closing more deals; it’s about improving the quality of those deals. According to HubSpot, companies that focus on upselling and cross-selling see a 10-30% increase in revenue per customer, compared to those that don’t. 

Are you upselling effectively? Are you cross-selling complementary products or services? Revenue growth isn’t just about adding new customers; it’s about maximizing the …