Unleash Growth: Business Scaling Strategies. A Marketer's Perspective

Alexander Gorbunov

The new year has begun and, as is human nature, we all strive to start something new or start a process that will lead to something bigger and more important. In business, this usually manifests itself as setting a goal to "start growing" or "scale up", with the promise to start doing it from day one 😊 We've thought about it and decided to give a general overview of where you can and should go if you've set such a goal and made such a promise, but haven't hired expensive business consultants yet.

Scaling a business isn't just about following trends; it's like creating a fabric from different strategies that resonate deeply with your audience while using a wide range of tools. Business leaders, CEOs, sales directors, and sales managers are navigating a landscape where growth is intertwined with innovation, customer focus, and seamless collaboration between marketing, lead generation, ABM, and sales. Let's dive deeper into these strategies with real-world success stories that illuminate the path to exponential growth.

"Customer-centricity as a foundation" sounds like a cliché, but...


The following thoughts are based on what is in our area of interest - the promotion of large and complex technological and industrial solutions and products. We would be pleased if our thoughts and observations are relevant to the B2C market, as well as to products and services with a short sales cycle.

To achieve sustainable growth, it's essential that every decision you make is based on your customers. They're the ones who pay you money, and even if you're a startup that's raised development funds from investors (or parents), it's all in the hope that you'll create something that other people (customers) will pay for. Understanding their pain points, preferences, and aspirations will allow you to adapt your products and services to meet their changing needs. Invest in customer research, use data analytics and customer feedback to gain valuable insights.

Understanding your audience is key. A well-worn example is Netflix, which set the standard (now followed by many) by using data analytics to personalize the user experience. Its recommendation algorithms analyze user habits and predict preferences with remarkable accuracy. Such hyper-personalization maintains subscriber loyalty and engagement, demonstrating the power of customer-centric strategies in scaling a business. "But where am I, and where is Netflix with their budgets?" you might say. Yes, but customer-centricity and personalization aren't about money; they're about access. Even microbusinesses can afford it.

AI and automation: Rethinking Efficiency

It's not about being trendy; it's about saving a ton of time. AI won't create anything new, but it can take over routine tasks - finding errors, summarizing, converting tables to text or text to tables, etc. And automation is the delegation of repetitive actions - sending necessary emails based on customer actions, processing orders, answering the same questions...

There are many options, but the result is the same - you have time for more important tasks that can't be delegated to a computer. For example, developing a strategy for explosive business growth. There are thousands of examples. Take Amazon's use of AI-based chatbots. In their customer service, bots answer questions, solve problems, and even recommend products. By leveraging artificial intelligence, Amazon is improving the quality of customer service, significantly reducing response time, and increasing customer satisfaction. This level of automation not only scales operations, but also drives deeper customer engagement.

The power of data

In the digital age, data is the new currency. To drive growth, it's critical to efficiently collect, analyze and act on data. Data provides answers - what's being done right and should be developed, and what's not working. Sometimes data even allows predictions - follow this path and you'll discover a new blue ocean. Invest (not necessarily money - many tools are free or freemium) in reliable analytics tools and technologies to gain actionable insights into customer behavior, market trends, and competitive dynamics. We've already mentioned Netflix as an example.

Here's our best advice - collaborate across departments.

Effective growth strategies require seamless collaboration across departments. Break the silo mentality and encourage cross-functional collaboration between marketing, sales, manufacturing, and other key departments. Even the messengers in your company can become a very important source of insight (they see a lot more than you think). By aligning goals, sharing opinions, and leveraging each team's experience, you can create a unified approach that maximizes growth potential.

A simple example, our company - when we conduct lead generation activities and attract prospects for our clients, the effectiveness is always higher when not only the client's marketers, but also sales and business developers participate in the preparation. And if you need an example of something bigger, look no further than Salesforce. The company pays special attention to cross-departmental collaboration. Its integrated approach brings together sales, marketing, customer service, and other teams to ensure a seamless customer experience. By fostering collaboration and breaking down departmental barriers, Salesforce has achieved significant growth and become a trusted partner for companies around the world.

Flexibility and iteration: Learn and evolve

This is also customer-centric. To better understand what we mean, let's use the gaming industry as an example of agility. Game developers like Epic Games continually improve based on player feedback. Updates, new features, and customizations are regularly released in dynamic response to user requests. This iterative approach not only retains players but also attracts new ones, demonstrating the importance of adaptability in sustaining growth.

Fostering a culture of innovation

Innovation is the lifeblood of any successful organization. Foster a culture of creativity and experimentation within your organization. Embrace new technologies, explore emerging trends, and constantly look for ways to improve your products, services, and processes. For an example of an innovative culture, look no further than Tesla, the electric vehicle and clean energy company. By pushing the boundaries of electric vehicle technology and introducing revolutionary features, Tesla has transformed the automotive industry. Its relentless pursuit of innovation has not only attracted loyal customers, but also established it as a leader in clean transportation and energy solutions.

In Conclusion

These are just a few examples of strategies to get you started. As you begin to implement them, new ideas will emerge in your mind or the minds of your team that will lead you to other ideas and new business results. Remember that growth is not a destination, but a continuous journey. Stay flexible, adapt to change, and focus on your customers' success to ensure sustainable growth for years to come.

Marketing ideas to help your business grow

Cultivate a culture of growth: Implementing and Adapting Innovation in Your Team

The art of nurturing: Turning Leads into Loyal Customers

Growth Hacking: Techniques for Rapid Business Growth

The power of data-driven growth: Using analytics to grow your business