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Four engines, 12 metrics and a simple weekly rhythm turn small improvements into predictable revenue and output gains. On this page I show you how each piece fits so you can pull the right lever today.
From start-up to enterprise, the same 12 metrics make up B2B growth.
Make small tweaks to the 12 metrics and they work together to double revenue.
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Every B2B funnel looks different, but the categories for growth are always the same. Every B2B company relies on those same 4 categories. I call these categories 'growth engines'.
These growth engines are connected and power revenue together.
B2B growth always starts with traffic, then the traffic is converted into leads. The sales team converts those leads into new clients. Finally, you retain the customers for the long term and their contract value grows over time.
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12 metrics feed the 4 engines above and, taken together, set revenue. Whether you're aware of them or not, these numbers already run your funnel.
Think of them as a world map of growth: with this overview, it's much easier to find your way through B2B growth. Many of the 1,500 marketers I've trained, tell me the model helps them to get an overview of growth.
Lift all 12 metrics with 10% and something magical happens: the results don't just add up (120%), but they multiply (214%). In simple terms: you get growth for free.
This is called compound growth. This is the same as compound interest on your savings account. Even Einstein admired it's power:
Compound interest is the eighth wonder of the world. He who understands it, earns it ... he who doesn't, pays it.
Albert Einstein
Apply the same maths to your funnel and 12 small improvements turn into 214% growth. Who doesn't want free growth?
Free course
45 min
English
English, Dutch
Each slide shows the impact of adding 10% improvements. Build a solid foundation, metric by metric. The results build up over time, until they are unstoppable in week 14. Fits busy teams.
With accurate numbers in one place you can track every move we make over the next 13 weeks. Learn the simple Solid Growth scorecard.
Follow my checklists for the most commons mistakes in CRM, tracking and funnel gaps.
Talk to the people who pay the bills. You might ask me:
‘What do customers have to do with the products we eventually want them to buy?’
Doing customer research has so many ways it directly drives revenue.
Reach the right people by balancing paid and organic channels. When I first work with B2B teams, they usually have too many channels running for the team size.
You can't get the best results if you are sprinting and putting out fires.
Learn what makes engaging advertising, so people actually click.
The principles are the same for cold emails, video ads or Google Ads. Lots of examples to show you how to do it for your ads.
Keep visitors on the page. Strong first impressions (copywriting too) matter on your website too.
Learn my best tips for landing pages that work for any B2B company. Also learn how to spot technical issues from your Analytics.
Convert traffic into leads. Learn how to spot what's wrong with forms, meeting schedulers and non-landing pages.
Fix the leaks in your website, so you get more leads.
Warm up new leads. Timely emails and helpful content guide contacts to engage, moving them to marketing-qualified status.
The best practices for email nurture flows that sales teams LOVE.
Fill the sales calendar. Smart routing and user-friendly schedulers turn activated leads into confirmed meetings.
We only need to improve 10% to get to massive compound results for the funnel as a whole.
Run sharper discovery calls. Learn my structure to turn confusion into future assets.
Save the sales team time by better qualification process before the meeting. Give marketing team new insights with a process to turn sales calls into copywriting for ads and emails.
Learn how to counter objections, both in the sales meeting and which marketing assets to create to prevent them in the first place.
This is where marketing and sales need to work together. Copy my process how to work together to achieve both your targets.
Close more deals. Persuasive proposals, timely follow-ups, and improved objection handling after the call lift the percentage of offers that end in a signed agreement.
Secure longer relationships from the start. Small changes help you to get longer contracts (on average).
Small changes in the onboarding, retention and upsell drive a lot of revenue and profit.
Increase what each customer buys. Bundles and cross-sells add extra units to every invoice.
Capture full value. Small positioning and packaging tweaks raise the average price per unit without changing the core product.
Chases shiny tactics and is always busy
Masters 1 channel, has a leaky funnel
Makes smart tweaks to compound growth
7
Modules
45
Lessons
9h
Course length
Follow my 12-step framework to turn small ad budgets into big results.
Get the exact steps I use for every client, so you know what to do.
Use my templates and apply it to any B2B company size.
Focus on 1 metric weekly, so you never feel overwhelmed.
The fastest way to level up your B2B marketing game.
