SMBs often focus on acquiring new customers but overlook growth within their existing base. By building a customer intelligence capability—connecting siloed data, tracking engagement signals, and acting on insights—SMBs can turn everyday customer interactions into a repeatable growth engine that drives retention, expansion, and long-term value.

SMBs need to balance customer acquisition with customer-led growth. Mature B2B businesses have long invested in account-based strategy with solid results. SMBs should follow the same intentional strategy to fuel their pipeline.

With the rapid acceleration of Gen AI as a content creation engine and campaign enabler, marketers have morphed from intermittent push campaigns to a continuous demand-generating loop to support the businesses’ appetite for inbound leads.

To move the needle on growth, marketers need a playbook with customer insight at its core