In today’s fast-paced digital landscape, effectively scaling a brand requires more than just an innovative product or service. It’s critical for B2B and eCommerce marketers to understand the intricacies of growth strategies at different stages of business development.

A recent analysis of 71 brands provides valuable insights into the optimal strategies for startups, scale-ups, established brands and predominantly offline companies. Here’s what we learned.

Starting phase: laying the foundation

Key strategy: Startups focus on impression-driven channels like paid social to build their audience. This approach is important to gain visibility and make a strong first impression in the market.

Case study: Puppies & Mutts has exemplified this strategy by leveraging paid social to drive significant year-over-year revenue increases while reducing acquisition costs. This fundamental step is critical to setting the stage for future growth and stability.

Scaleup phase: accelerate conversion

Key strategy: For scaleups that have already built an audience, the focus is shifting to conversion activities. Increased spend on impression-driven media helps to continue generating demand while maintaining a balance with acquisition costs.

Case study: The Essence Safe have successfully applied this approach and scaled their meta presence while minimizing cost increases. This phase highlights the importance of efficient spending to maximize conversion rates and maintain growth momentum.

Mature phase: expanding horizons

Key strategy: Established brands invest in activities with higher distribution channels to avoid market saturation and to exploit international expansion opportunities. This strategic orientation ensures sustainable growth and market diversification.

Case study: Represent have expanded their efforts to TikTok, increasing growth and improving meta-efficiency. By expanding their presence in the US, they have exemplified how established brands can navigate saturation and tap into new markets for continued success.

Mostly offline brands: use digital channels

Key strategy: Most offline brands invest primarily in click-based channels like Performance Max. However, the analysis also shows significant opportunities in paid social and suggests a balanced approach for optimal results.