If you’ve spent any time around marketing frameworks, you’ll know the AIDA funnel: Awareness → Interest → Desire → Action.
It’s neat, it’s simple, and it works brilliantly… in consumer marketing.
But in B2B? Not so much.
B2B decisions aren’t generally made by one person on impulse. They often involve teams across departments, have longer evaluation cycles and generally have a greater need to justify through ROI and proof. That old funnel doesn’t really reflect the real journey.
So what does?
That’s where my new model, G.R.O.W comes in. G.R.O.W highlights the different stages buyers actually move through in when making B2B decision and what marketing should be focused on at each stage
The GROW Journey
G – Growing Curious
At this stage, buyers aren’t shopping. They’re scanning, learning, and lurking on LinkedIn without liking or commenting (we’ve all been there!). They’re looking for insights that spark an “ah-ha” moment.
👉 The opportunity here is to teach, not sell. Share useful blogs, reports, or even a quick LinkedIn trend post. The goal isn’t to close a deal, it’s to get noticed as the person who “gets their world.”
R – Recognising Needs
This is when the buyers have identified a challenge or problem and they start actively exploring options.
👉 The mistake many companies make is jumping straight into product features or demos. At this point, empathy matters more than features. Show you understand their challenge before talking about how you can fix it.
Case studies work brilliantly here, but frame them around the problem solved, not just the product sold. Share stories that mirror their situation and ensure you talk in their language.
O – Options Evaluation
Now buyers are serious. They’re comparing suppliers, weighing risks, and asking: “Who can I really trust to deliver?”
👉 This is where proof matters. Vague claims like “great service” won’t cut it. Instead, show measurable outcomes: ROI data, testimonials, benchmarks, and before/after results.
Remember, buyers don’t just buy from businesses they buy from people. Your expertise (and personality) counts as much as your product.
W – Working in Partnership
The sale isn’t the end, it’s the start of the relationship. Too many companies go quiet after the contract is signed, but loyalty and growth come from staying visible and adding value long after the deal is done.
👉 Keep in touch with insights, celebrate milestones, share useful tools or articles. A simple quarterly check-in (not to sell, just to help) can make clients feel valued. That’s how you turn customers into advocates.
Funnels close deals. Relationships grow businesses.
If you want your B2B marketing to work, think in terms of G.R.O.W:
Because in B2B, the sale isn’t the finish line — it’s the starting line.
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