2025 Unmet Growth Target: Australia & New Zealand Technology and Software SMBs

2025 is almost over, and if you’re running a tech or software SMB, you might be feeling the pressure of unmet growth targets. Investors are expecting results, marketing ROI is murky, and your pipeline is slowing.

The good news is, it’s not too late. In this post, we’ll break down the three main reasons growth targets slip, give you practical steps you can take right away, and show how HubSpot, LinkedIn Ads, and Google Analytics can help you get back on track.

Ineffective or Misaligned Marketing Strategy

• Spending heavily on digital ads that attract visitors, but few qualified leads.

• Creating content that doesn’t resonate with the key buyer personas.

• Sales and marketing operate in silos, leading to lost opportunities and inconsistent follow-ups.

Step 1: Audit & Prioritise Channels

• Review past campaigns and identify high-performing channels. Focus on what delivers qualified leads, not just traffic.

• Example: Shift spend from broad Facebook campaigns to LinkedIn Ads targeting enterprise accounts.

• Benefit: More efficient use of budget with higher conversion potential.

  
  

Step 2: Define Clear Personas & Messaging

• Identify 2–3 target buyer personas and map out their pain points. Align messaging in campaigns and content.

• Example: Develop a “Tech Startup Founder” persona with messaging around reducing founder stress and predictable growth.

• Benefit: Leads engage faster because content speaks directly to their needs.

  
  

Step 3: Align Marketing with Sales Goals

• Set up weekly 30-minute sales-marketing syncs and a simple lead handover process.

• Example: Use HubSpot CRM to track leads from campaign to close.

• Benefit: Reduces lost leads, increases pipeline visibility, and ensures campaigns directly feed revenue growth.

Insufficient or Unstable Lead Pipeline

• Inbound leads drop during seasonal slowdowns like holidays.

• Reliance on a single channel, e.g., LinkedIn Ads, which suddenly underperforms.

• Leads go cold because follow-up processes are inconsistent.

  
  

Step 1: Implement a Lead Nurture Workflow

• Automate engagement with leads through email sequences or LinkedIn messaging.

• Example: Use HubSpot to automatically send a 3-email nurture sequence to new leads over two weeks.

• Benefit: Keeps prospects warm without manual effort, improving conversion.

  
  

Step 2: Diversify Lead Sources

• Add at least one new high-value channel such as webinars or content marketing.

• Example: Host a small webinar using Zoom or Hopin, targeting decision-makers in your niche.

• Benefit: Reduces dependency on one source and smooths lead flow throughout the year.

  
  

Step 3: Track & Optimise Lead Conversion

• Monitor campaign performance weekly and adjust targeting, messaging, and timing.

• Example: Use Google Analytics to track which landing pages convert best.

• Benefit: Maximises ROI, ensuring pipeline growth is predictable and measurable.

Resource Constraints (Budget, Team, or Expertise)

• Small marketing team or no dedicated team, leaving founders stretched thin.

• Lack of budget for high-impact channels like ABM or marketing automation.

• Missing specialist expertise in SEO, ABM, or analytics prevents campaigns from reaching full potential.

  
  

Step 1: Prioritise High-ROI Activities

• Focus on marketing initiatives that deliver measurable results.

• Example: Invest in LinkedIn Ads targeting top accounts instead of broad campaigns.

• Benefit: Maximises impact with limited budget.

  
  

Step 2: Leverage Marketing Automation & Tools

• Automate lead capture, nurturing, and reporting using tools like HubSpot, Marketo, or Salesforce.

• Example: Automate lead scoring so sales can focus on hot prospects.

• Benefit: Reduces manual work, frees up founder time, and improves conversion.

  
  

Step 3: Outsource Specialist Expertise

• Partner with agencies or freelancers for tasks requiring deep expertise.

• Example: Hire a freelance ABM specialist to set up campaigns targeting enterprise prospects.

• Benefit: Gains specialist knowledge without hiring full-time staff, keeping overhead low.

By identifying the root causes of missed growth and taking action now, you can start 2026 with a strong, predictable pipeline and measurable results.