How should B2B startups think about growth? Not like B2C – gpgmail


Over the years, we’ve seen a lot of B2B companies apply ineffective demand generation strategies to their startup. If you’re a B2B founder trying to grow your business, this guide is for you.

Rule #1: B2B is not B2C. We are often dealing with considered purchases, multiple stakeholders, long decision cycles, and massive LTVs. These unique attributes matter when developing a growth strategy. We’ll share B2B best practices we’ve employed while working with awesome B2B companies like Zenefits, Crunchbase, Segment, OnDeck, Yelp, Kabbage, Farmers Business Network, and many more. Topics covered include:

  • Descriptions of growth stages you can use to determine your company’s status
  • Tactics for each stage with specific examples
  • Which advertising channels work best
  • Optimization of your ad copy to maximize CTR and conversions
  • Optimization of your sales funnel
  • Measuring the ROI of your advertising spend

We often crack growth for companies that didn’t think it was possible, based on their prior experience with agencies and/or internal resources. There are many misconceptions out there about B2B growth, rooted in the misapplication of B2C strategies and leading to poor performance. Study the differences and you’ll develop a filter for all the advice you get that’s good for one context (ex: B2C) but bad for another (ex: B2B). This guide will get you off on the right foot.

Table of Contents

What growth stage is your B2B startup?

The best growth strategy for your company ultimately depends on whether you’re in an incubation, iteration, or scale stage. One of the most common mistakes we see is a company acting like they’re in the scale phase when they’re actually in the iteration phase. As a result, many of them end up developing inefficient growth strategies that lead to exorbitant monthly ad spends, extraneous acquisition channels, hiring (and later firing) ineffective team members, and de-emphasizing critical customer feedback. There is often an intense pressure to grow, but believing your own hype before it’s real can kill early-stage ventures. Here’s a breakdown of each stage:

Incubation is when you are building your minimum viable product (MVP). This should be done in close partnership with potential customers to ensure you are solving a real problem with a credible solution. Typically a founder is a voice of the customer, as someone who experienced the problem and sought out the solution s/he is now building. Other times, founders enter a new space and build a panel of prospective buyers to participate in the product development process. The endpoint of this phase is a working MVP.

Iteration is when you have customers using your MVP and you are rapidly improving the product. Success at this stage is rooted in customer insights – both qualitative and quantitative – not marketing excellence. It’s valuable to include in this iterative process customers with whom the founder(s) have no prior relationship. You want to test the product’s appeal, not friends’ willingness to help you out. We want a customer set that is an accurate sample of a much larger population you will later sell to. The endpoint of the iteration phase is product/market fit.

Scale is when you have product/market fit and are trying to grow your customer base. The goal of this phase is to build a portfolio of tactics that maximize market penetration with minimal – or at least profitable – cost. Success is rooted in growing lifetime value through retention and margin, maximizing funnel conversion to efficiently convert leads to customers, and finding repeatable tactics to drive prospective buyers’ awareness and consideration of your product. The endpoint of this phase is ultimately market saturation, leading to the incubation and iteration of new features, customer segments, and geographies.

How do you find B2B customers? 

Here’s a list of B2B customer acquisition tactics we commonly employ and recommend. Later in this article, we’ll connect each channel to the growth stage it’s best used in. This list is generally sorted by early stage to later stage:

1. Leveraging your network. This is particularly valuable for founders who are building a product based on their own past experience.

  • Reach out to old colleagues you know have the same problem you had (and are solving).
  • Leverage the startup ecosystem. If your startup is in YCombinator, for instance, other companies in your batch may be prospects, along with alumni who will take your call simply because of your affiliation.
  • Example: If you’re building an app for marketers, ask past marketing colleagues you’ve worked with to try out your product is a no brainer.


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WebKit’s new anti-tracking policy puts privacy on a par with security – gpgmail


WebKit, the open source engine that underpins Internet browsers including Apple’s Safari browser, has announced a new tracking prevention policy that takes the strictest line yet on the background and cross-site tracking practices and technologies which are used to creep on Internet users as they go about their business online.

Trackers are technologies that are invisible to the average web user, yet which are designed to keep tabs on where they go and what they look at online — typically for ad targeting but web user profiling can have much broader implications than just creepy ads, potentially impacting the services people can access or the prices they see, and so on. Trackers can also be a conduit for hackers to inject actual malware, not just adtech.

This translates to stuff like tracking pixels; browser and device fingerprinting; and navigational tracking to name just a few of the myriad methods that have sprouted like weeds from an unregulated digital adtech industry that’s poured vast resource into ‘innovations’ intended to strip web users of their privacy.

WebKit’s new policy is essentially saying enough: Stop the creeping.

But — and here’s the shift — it’s also saying it’s going to treat attempts to circumvent its policy as akin to malicious hack attacks to be responded to in kind; i.e. with privacy patches and fresh technical measures to prevent tracking.

“WebKit will do its best to prevent all covert tracking, and all cross-site tracking (even when it’s not covert),” the organization writes (emphasis its), adding that these goals will apply to all types of tracking listed in the policy — as well as “tracking techniques currently unknown to us”.

“If we discover additional tracking techniques, we may expand this policy to include the new techniques and we may implement technical measures to prevent those techniques,” it adds.

“We will review WebKit patches in accordance with this policy. We will review new and existing web standards in light of this policy. And we will create new web technologies to re-enable specific non-harmful practices without reintroducing tracking capabilities.”

Spelling out its approach to circumvention, it states in no uncertain terms: “We treat circumvention of shipping anti-tracking measures with the same seriousness as exploitation of security vulnerabilities,” adding: “If a party attempts to circumvent our tracking prevention methods, we may add additional restrictions without prior notice. These restrictions may apply universally; to algorithmically classified targets; or to specific parties engaging in circumvention.”

It also says that if a certain tracking technique cannot be completely prevented without causing knock-on effects with webpage functions the user does intend to interact with, it will “limit the capability” of using the technique” — giving examples such as “limiting the time window for tracking” and “reducing the available bits of entropy” (i.e. limiting how many unique data points are available to be used to identify a user or their behavior).

If even that’s not possible “without undue user harm” it says it will “ask for the user’s informed consent to potential tracking”.

“We consider certain user actions, such as logging in to multiple first party websites or apps using the same account, to be implied consent to identifying the user as having the same identity in these multiple places. However, such logins should require a user action and be noticeable by the user, not be invisible or hidden,” it further warns.

WebKit credits Mozilla’s anti-tracking policy as inspiring and underpinning its new approach.

Commenting on the new policy, Dr Lukasz Olejnik, an independent cybersecurity advisor and research associate at the Center for Technology and Global Affairs Oxford University, says it marks a milestone in the evolution of how user privacy is treated in the browser — setting it on the same footing as security.

“Treating privacy protection circumventions on par with security exploitation is a first of its kind and unprecedented move,” he tells gpgmail. “This sends a clear warning to the potential abusers but also to the users… This is much more valuable than the still typical approach of ‘we treat the privacy of our users very seriously’ that some still think is enough when it comes to user expectation.”

Asked how he sees the policy impacting pervasive tracking, Olejnik does not predict an instant, overnight purge of unethical tracking of users of WebKit-based browsers but argues there will be less room for consent-less data-grabbers to manoeuvre.

“Some level of tracking, including with unethical technologies, will probably remain in use for the time being. But covert tracking is less and less tolerated,” he says. “It’s also interesting if any decisions will follow, such as for example the expansion of bug bounties to reported privacy vulnerabilities.”

“How this policy will be enforced in practice will be carefully observed,” he adds.

As you’d expect, he credits not just regulation but the role played by active privacy researchers in helping to draw attention and change attitudes towards privacy protection — and thus to drive change in the industry.

There’s certainly no doubt that privacy research is a vital ingredient for regulation to function in such a complex area — feeding complaints that trigger scrutiny that can in turn unlock enforcement and force a change of practice.

Although that’s also a process that takes time.

“The quality of cybersecurity and privacy technology policy, including its communication still leave much to desire, at least at most organisations. This will not change fast,” says says Olejnik. “Even if privacy is treated at the ‘C-level’, this then still tends to be about the purely risk of compliance. Fortunately, some important industry players with good understanding of both technology policy and the actual technology, even the emerging ones still under active research, treat it increasingly seriously.

“We owe it to the natural flow of the privacy research output, the talent inflows, and the slowly moving strategic shifts as well to a minor degree to the regulatory pressure and public heat. This process is naturally slow and we are far from the end.”

For its part, WebKit has been taking aim at trackers for several years now, adding features intended to reduce pervasive tracking — such as, back in 2017, Intelligent Tracking Prevention (ITP), which uses machine learning to squeeze cross-site tracking by putting more limits on cookies and other website data.

Apple immediately applied ITP to its desktop Safari browser — drawing predictable fast-fire from the Internet Advertising Bureau whose membership is comprised of every type of tracker deploying entity on the Internet.

But it’s the creepy trackers that are looking increasingly out of step with public opinion. And, indeed, with the direction of travel of the industry.

In Europe, regulation can be credited with actively steering developments too — following last year’s application of a major update to the region’s comprehensive privacy framework (which finally brought the threat of enforcement that actually bites). The General Data Protection Regulation (GDPR) has also increased transparency around security breaches and data practices. And, as always, sunlight disinfects.

Although there remains the issue of abuse of consent for EU regulators to tackle — with research suggesting many regional cookie consent pop-ups currently offer users no meaningful privacy choices despite GDPR requiring consent to be specific, informed and freely given.

It also remains to be seen how the adtech industry will respond to background tracking being squeezed at the browser level. Continued aggressive lobbying to try to water down privacy protections seems inevitable — if ultimately futile. And perhaps, in Europe in the short term, there will be attempts by the adtech industry to funnel more tracking via cookie ‘consent’ notices that nudge or force users to accept.

As the security space underlines, humans are always the weakest link. So privacy-hostile social engineering might be the easiest way for adtech interests to keep overriding user agency and grabbing their data anyway. Stopping that will likely need regulators to step in and intervene.

Another question thrown up by WebKit’s new policy is which way Chromium will jump, aka the browser engine that underpins Google’s hugely popular Chrome browser.

Of course Google is an ad giant, and parent company Alphabet still makes the vast majority of its revenue from digital advertising — so it maintains a massive interest in tracking Internet users to serve targeted ads.

Yet Chromium developers did pay early attention to the problem of unethical tracking. Here, for example, are two discussing potential future work to combat tracking techniques designed to override privacy settings in a blog post from nearly five years ago.

There have also been much more recent signs Google paying attention to Chrome users’ privacy, such as changes to how it handles cookies which it announced earlier this year.

But with WebKit now raising the stakes — by treating privacy as seriously as security — that puts pressure on Google to respond in kind. Or risk being seen as using its grip on browser marketshare to foot-drag on baked in privacy standards, rather than proactively working to prevent Internet users from being creeped on.




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