What Actually Drives Growth in B2B?
5 Proven Principles Every SME Leader Should Know
If you’re leading a business in construction, engineering, tech, logistics or manufacturing, chances are you’ve felt it: the moment when word-of-mouth growth slows down, when new leads become harder to find, and when brand visibility no longer takes care of itself.
That’s the moment many SMEs hit a growth plateau. And it’s the reason I want to share five research-backed principles that can help your business stay visible, relevant, and – crucially – growing.
These principles come from a landmark study by marketing effectiveness legends Les Binet and Peter Field, working with LinkedIn’s B2B Institute and the IPA. It’s the first time they’ve applied their thinking directly to B2B. And the insights are gold dust – especially for businesses like yours.
Here’s what they found:
- Invest in Share of Voice – Or Get Left Behind
Put simply: the more your company is heard and seen in your category (your “share of voice”), the more likely you are to grow your market share.
This isn’t about shouting the loudest. It’s about consistent, visible marketing that builds familiarity and trust with the people who matter -your future customers.
Binet and Field found that in B2B, the impact of brand spend is almost identical to B2C. If your share of voice is higher than your market share, growth usually follows. This gives business leaders a simple rule of thumb: if you want to grow, promote your brand at a level that matches or exceeds your growth ambitions.
- Balance Brand and Activation – Don’t Just Chase Quick Wins
Many businesses pour budget into lead generation and performance marketing. And yes, that brings in enquiries. But those tactics often only work for buyers already in the market (they’ve already made the decision to find a new supplier).
Brand building – think reputation, familiarity, emotional connection – works harder over time, even before your audience is ready to buy. The sweet spot in B2B? A budget split of roughly 60:40 between brand and sales activation.
For smaller firms, this is a chance to punch above your weight. A strong brand makes every pound you spend on lead generation work harder. So don’t neglect it.
- Reach New Customers – Growth Doesn’t Come from Loyalty Alone
Here’s a myth worth busting: loyalty programmes and account-based tactics don’t drive significant growth on their own.
The evidence shows that the biggest gains come from finding and attracting new customers. That means broadening your reach. It also means talking to future buyers, not just current ones.
This matters for SMEs. Even if your client base is small and relationships are tight, the real growth potential lies in expanding that base – especially into segments or sectors you’ve not yet reached.
- Be Top of Mind – Mental Availability Beats Rational Arguments
People don’t always choose the ‘best’ supplier – they choose the one they remember. The one that feels familiar, safe, even a little famous in their mind.
This concept – “mental availability” – is a huge driver of growth. In B2B, just like in consumer markets, the more recognisable your brand is, the more likely you are to be chosen.
So, your marketing needs to build memory, not just communicate features. Campaigns that increase familiarity and fame perform far better than those that focus only on rational selling points.
- Use Emotion – People Buy With Their Heads and Their Hearts
It might surprise you to learn that emotional messaging works better in B2B than rational messaging when it comes to long-term growth. Why? Because humans are still behind the buying decisions – even in large, technical purchases.
Binet and Field found that emotional campaigns in B2B are significantly more effective over time. They build deeper brand preference and make your business more attractive, trusted, and remembered.
So yes, product features matter. But feelings matter more – especially when building your brand for the long haul.
Final Thought: What This Means For You
As a managing director or commercial lead, you’ve probably been told that B2B marketing is different. That it’s more rational. More niche. Less emotional.
This research, and our 25+ years experience – shows otherwise.
The way to grow your business – sustainably and profitably – is to think long-term, invest in visibility, build emotional connections, and never stop reaching for new customers.
It’s not just theory. It’s backed by data from hundreds of real-world campaigns.
And in our experience working with businesses in the built environment, manufacturing, tech and beyond, the ones who embrace these principles are the ones who stand out – and grow – regardless of market conditions.
Want to explore what this looks like for your business?
Let’s talk about how Attract & Engage can help you build a brand that sells and a marketing strategy that sticks.
