THE G.R.O.W FRAMEWORK
Most B2B marketing arrives too late
The G.R.O.W framework maps the real buyer journey, and shows you exactly where your marketing is missing it.
By the time a B2B buyer is ready to decide, they have already done 60–70% of their evaluation. They have read things, asked people, and often formed a shortlist, before anyone has spoken to them.
The businesses that appear during the earlier, less visible stages of the journey are the ones who hold the advantage. The G.R.O.W framework exists to help you understand where those stages are, what buyers are doing at each one, and where your marketing needs to show up.
THE FOUR STAGES OF THE B2B BUYER JOURNEY
G — Growing Curious
R — Recognising Needs
R — Recognising Needs
The buyer notices something isn't working. They're not looking for a supplier yet — they're reading, asking colleagues, processing. Most B2B marketing is completely absent at this stage.
R — Recognising Needs
R — Recognising Needs
R — Recognising Needs
They've named the problem and are exploring how to solve it. They're not ready to contact anyone. They're building a picture of what good looks like.
O — Options Evaluation
W — Working in Partnership
W — Working in Partnership
They're now looking at who can deliver. Websites, case studies, recommendations. A shortlist is forming — often before they speak to anyone. This is where most B2B marketing starts. By which point, the race is already two stages old.
W — Working in Partnership
W — Working in Partnership
W — Working in Partnership
Where most funnels stop and where sustainable growth actually happens. Renewals, referrals and expansion are won here. If your marketing goes quiet after the contract is signed, this stage is unattended.