Growth Imperative 4: Get the most value from whitespace in your existing customers

While marketing teams continue to pour resources into net-new acquisition, the real, untapped growth often lies closer to home. According to Bain & Company, improving customer retention by just 5% can increase profits by up to 95%. And yet, retention and expansion programmes remain chronically underfunded and overlooked.

This isn’t about choosing between acquisition and expansion, it’s about rebalancing growth efforts around the accounts you already know and serve. Because when budgets are tightening, it makes more sense to double down on the opportunities with the greatest upside and the lowest friction.

There’s more value in your base than you think

You already have the relationships, the data, the insight. But unless you're actively mining that intelligence, identifying whitespace and nurturing cross-sell opportunities, you're leaving growth on the table.

85% of B2B marketers believe there are untapped growth opportunities within existing accounts. But only 24% of CMOs believe they have the budget to make that happen (Gartner, 2024).

This disconnect isn’t just strategic, it’s operational.

The opportunity is account expansion. Done right.

We help B2B brands unlock the full potential of their customer base by designing smart, scalable account growth programmes that turn retention into a growth engine.

That means:

• Building strategies for customer engagement and advocacy that keep your brand front of mind
• Mapping whitespace to spot what’s missing, not just what’s already visible
• Aligning sales and marketing to act on opportunities before competitors do

Because great account expansion isn’t just reactive, it’s proactive, data-driven and designed to scale.

What that looks like in practice

1. Whitespace mapping and opportunity discovery
   Using tools like 6sense, Bombora and GWI, we surface intent signals and engagement gaps to identify new areas of opportunity. We combine this with first-party CRM and sales plan data to build a clear picture of where the whitespace sits and how to close it.
2. Always-on engagement that keeps your brand relevant
   Designing nurture tracks and content strategies to maintain visibility throughout the customer lifecycle, not just before the first sale. From post-sale onboarding to re-engagement journeys, we ensure you stay relevant long after the initial contract is signed.
3. Cross-sell and upsell playbooks tailored to customer needs
   Content frameworks and enablement tools to support sales teams with the insights and messaging they need to identify, position and land growth conversations across functions, regions and product lines.
4. Advocacy that amplifies growth
   Turning customers into champions. Through strategic review programmes, customer content, and case study development, you’ll build a whole new channel to market capable of amplifying your success stories and building social proof to influence new buyers and renewals alike.
5. Full-funnel ABM to unlock the next opportunity
   Expansion strategies, underpinned by ABM, mean that tailored journeys, personalised outreach, and account-specific messaging connect directly with the next-best opportunity.

Gilroy differentiator

Whether you’re building out your customer marketing team or need to scale expansion across multiple regions, Gilroy will act as your strategic growth partner, embedding the data, insights and creative needed to turn loyalty into pipeline.

• We’ve supported global tech leaders to increase untapped revenue by embedding ABM strategies directly into customer success workflows
• We’ve launched advocacy campaigns that helped shorten renewal cycles and increase contract value
• We’ve created customer-centric content hubs to centralise insights and demonstrate ongoing value, beyond the deal

This isn’t just about retention. It’s about growth, powered by relationships you’ve already earned.

Business impact

Customer expansion is one of the most cost-effective paths to growth.

Bain & Company found that increasing customer retention by 5% can lead to a 25–95% increase in profits. Meanwhile, Gartner notes that companies prioritising customer expansion see stronger resilience during market downturns and higher customer lifetime value overall.

Key takeaway

If you're not expanding within your base, someone else will.

Growth isn’t just about acquisition. It’s about knowing where your next opportunity is most likely to come from and being ready to act on it.

Your next big opportunity could already be in your pipeline.

In this session, we’ll work with you to uncover untapped revenue potential within your existing customer base and identify the strategies, tools, and tactics to turn retention into a true growth engine.

We’ll focus on:

• Where and how expansion opportunities could exist
• What might be holding them back
• How to start building a smarter approach to customer growth

Whether you're starting from scratch or looking to accelerate what’s already in motion, this workshop gives you a clear, actionable insights for turning loyalty into long-term value.

Apply now to unlock the full potential of your existing customer base.

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