The 1% Better Approach to B2B Marketing

Why Big Wins Aren’t the Whole Story

Most marketing teams want a breakthrough campaign. A launch that drives huge engagement, fills the pipeline, and proves the team’s value to leadership. Those moments are exciting, but they’re also rare. More often, the campaigns that look like overnight successes are really the result of small, steady changes that built momentum behind the scenes.

The reality in B2B is that big wins are hard to sustain. Long sales cycles, large buying committees, and constant budget pressure make it tough for one-off campaigns to carry the weight. The companies that grow consistently are the ones that focus on small, disciplined improvements.

The 37X Philosophy

At 37X Digital, our name reflects this mindset. We believe in getting 1% better every day. That doesn’t sound flashy, but it changes everything. If you improve campaign targeting by 1% this week, tweak automation by 1% the next, and refine creative by 1% after that, the effect multiplies.

It’s simple math. Consistency compounds. Over time, those 1% changes don’t just stack up — they transform how marketing performs. Instead of running in place on the growth hamster wheel, teams start building systems that drive reliable results.

Why It Works in B2B

This approach fits the realities of B2B marketing:

• Sales cycles are long. Small adjustments today influence pipeline health for months.

• Committees are complex. Refining segmentation or messaging by small degrees helps address multiple decision-makers.

• Budgets are under review. Incremental improvements prove ROI without requiring massive new spend.

Marketing leaders often feel pressure to swing big, but the truth is that boards and executives care about predictability just as much as scale. A system that gets 1% better daily is easier to trust than a strategy built on irregular breakthroughs.

What “1% Better” Looks Like in Practice

Improving by 1% every day doesn’t mean adding more work. It means focusing energy on small, high-impact areas:

• Targeting: Tighten segments so ad spend reaches the right people instead of a broad audience.

• Messaging: Test a single subject line variation in an email sequence.

• Workflows: Automate one task that frees up team time.

• Reporting: Add one key metric to a dashboard that gives leadership better visibility.

Individually, these changes may not feel dramatic. But over weeks, they shift how the marketing engine performs. The benefit is that progress feels achievable — and sustainable.

Before and After the 1% Mindset

Teams that come to 37X often describe feeling stuck. They’re running campaigns, spending budget, and generating activity, but they aren’t confident in the outcomes. The work feels reactive.

Once the 1% mindset takes hold, marketing looks different:

• Campaigns start building on each other instead of running in isolation.

• Leaders get reporting they trust because it improves steadily.

• Teams feel less pressure to “bet the budget” on a single idea.

It’s not about chasing perfection. It’s about building a system where progress becomes routine.

The Bigger Picture

This first blog sets the stage for what’s next. Over the coming weeks, we’ll share how this 1% better philosophy applies in areas where B2B marketers feel the most pressure:

• Targeting smarter with segmentation and AI

• Integrating data through CRMs to stop losing insights

• Personalizing campaigns with AI in ways that scale

• Proving ROI in a tough economy

• Using local context to make campaigns resonate in competitive markets like Atlanta

Each of these areas offers small but powerful opportunities to improve. And when those improvements stack together, they create marketing systems that are easier to manage, easier to measure, and more effective at driving revenue.

Final Thought

The best growth strategies aren’t built on hype. They’re built on progress. At 37X, we’ve seen again and again that when marketing teams adopt a 1% better mindset, results stop feeling like a gamble and start feeling like a system.

Big wins are great when they happen, but steady gains are what make them possible.