Are you ready for
another golden
age of growth?

Uncover growth priorities, strategies and barriers for B2B marketers as revealed in this original research.

2021 Growth Marketing Maturity Study

Original research from Stein IAS and The Effectiveness Partnership, in conjunction with WARC, provides a provocative answer to the question: Are B2B marketers ready to be growth drivers?

Get the executive summary and register to get the full report upon release!

Key Takeaways

As B2B marketers continue their progression from sales enablers to growth enablers to growth drivers, what are the top priorities, strategies and barriers? Get key highlights from B2B’s first-ever Growth Marketing Maturity Study.

36.3%

view their own roles as Growth Drivers.
40.4%

view peers’ roles at other companies as only Sales Enablers.
81.8%

said Growth Programs (channel enablement) is a growth focus.
#1 barrier

is achieving a more connected, cohesive digital customer experience.

Intelligent growth is in our DNA

We are Stein IAS, the B2B Originals. We’ve been modeling growth for B2B brands for nearly 50 years and have it down to a fine art – weaving data, intelligence and disruptive technology with big, bold ideas.

Meet the B2B Originals

From creating the UK’s first specialist B2B marketing agency in 1973 to winning six Agency of the Year awards in 2020/21, Stein IAS has used original thinking to influence the timeline of B2B marketing. See what it means to be a B2B Original.

View transcript

Originate. Activate. Communicate. Cultivate.

We build brands and develop campaigns for a digitally transformed world…and activate them with creative customer experiences that drive brand progression and revenue growth.

TITLE: Meet the B2B Originals
On-screen imagery: [Reuben Webb, Chief Creative Officer of Stein IAS, appears on screen with glyph graphics in the background. The Stein IAS B2B Originals logo spins into view.]
Reuben Webb: Hi, we’re Stein IAS – the B2B Originals – and we have a culture of originality running through everything we do.
On-screen imagery: [Reuben Webb moves to the left of the frame, and a picture of the founding members of the agency appears to the right. 1973 appears over the picture when spoken.]
Reuben Webb: We were the Original specialist B2B agency in the UK in 1973.
On-screen imagery: [Numbers in 1973 scroll forward to 2021.]
Reuben Webb: And since then, we’ve done the new thing first, over and over again.
On-screen imagery: [Reuben moves to the right and a gold image of the Stein IAS 101 Clichés book appears behind him.]
Reuben Webb: We were the first to banish B2B clichés.
On-screen imagery: [Reuben moves to the left and gold-overlaid videos of the IAS-tival music festival appear behind him and to the right.]
Reuben Webb: The first to run a 2-day music festival…
On-screen imagery: [Reuben moves to the right and gold picture of Cal Jackson, Stein IAS’ Chief of Human Resources, accepting the Princess Royal Training award.]
Reuben Webb: We were the first marketing agency to win a Princes Royal Training award…
On-screen imagery: [Reuben is center and six award logos populate around him: The Drum Agency Business Awards; B2 Awards; 2020 B2B Marketing Martech Awards; B2B Marketing Awards; B2B Marketing Elevation Awards USA 2021; 2021 B2B Marketing Martech Awards.]
Reuben Webb: And, the first to B2B agency to win 6 Agency of the Year awards in just 13 months…
On-screen imagery: [Reuben moves to the right and the Stein IAS Original Growth Model diagram, outlining the stages of the process, appears to his left.]
Reuben Webb: And now, we’re the first to launch a growth model bespoke for B2B marketing that drives brand progression and revenue growth for our clients. So, what does it take to be a B2B Original today?
On-screen imagery: [A Stein IAS designer appears on the right of frame, with an image of the Trelleborg SafeTug interactive video appears to his left.]
Steve: Create an original B2B experience.
On-screen imagery: [A Stein IAS writer appears on the left of frame, with an image of the three B2B originals to the right: Jack Black, Ada Lovelace and Zhang Qian.]
Robynne: Build an original b2b social strategy.
On-screen imagery: [A Stein IAS operations manager appears to the right of frame, a video still of a 3D world appears to the left.]
Janice: Make an original B2B film.
On-screen imagery: [A Stein IAS art director appears to the left of the frame, a picture of a pea pod with the Earth as a pea appears to the right.]
Chase: Have an original B2B idea.
On-screen imagery: [A Stein IAS motion graphics artist appears to the right of the frame, a montage of stills from the Stein IAS’ Paradox thought leadership piece.]
Daisy: Create original B2B thought leadership.
On-screen imagery: [The LFYL Festival of the Spirit appears to the left of designer on screen.]
Clare: Host an original B2B event.
On-screen imagery: [A Stein IAS designer appears to the right of the frame, with a picture of Stein IAS’ CEO and Reuben to the left, holding the book, B2B Marketing for Dummies.]
Josh: Write an original B2B book.
On-screen imagery: [A Stein IAS experience designer appears to the left of the frame, with a picture of Stein IAS’ team during a training session.]
Jenny: Create an original B2B training camp.
On-screen imagery: [A Stein IAS experience designer appears to the right of the frame, with a picture of Stein IAS’ team holding awards at the Drum Marketing Award show.]
Ellie: Be an original B2B award winner.
On-screen imagery: [A Stein IAS information designer appears to the left of the frame, with a picture of an augmented human to the left with “Digital Transformation” emblazoned on its chest.]
Will: Be original with B2B martech.
On-screen imagery: [Reuben appears in the center of the frame.]
Reuben: Are you ready to be a B2B Original?
On-screen imagery: [Stein IAS B2B Originals logo appears on screen.]

Are you ready for another golden age of growth?