Why Betting on One Customer is a Losing Game
The Challenge
A fast-growing B2B tech company had one customer making up nearly 80 percent of its total revenue. The relationship was strong, but investors worried because the company lacked revenue diversification, which could threaten the company’s future. To secure long-term growth, the business needed to expand its customer base, open new markets, and reduce dependency on one client.
The Strategy
When I stepped in as Head of Marketing, my goal was to create balanced, sustainable growth. That meant ending the exclusivity agreement with the largest customer and sharpening the company’s positioning to attract new ones.
I refined the value proposition so it resonated across industries and built messaging that focused on customer pain points and benefits. To accelerate visibility and trust, I launched co-marketing programs with strategic partners, developed new sales collateral and case studies, and helped the team expand into enterprise and education markets.
The Results
Within a year, the company kept and grew its largest customer while securing eight new clients across key industries. Revenue was no longer concentrated in one account, risk was reduced, and investors gained confidence in the company’s scalability.
This shift transformed a high-risk situation into a stable, diversified growth model that positioned the business for long-term success.
Elishaa Batdorf is a fractional marketing director who helps B2B startups and small businesses scale by providing leadership, strategy and execution. With 20 years of experience, she builds scalable, AI-enabled marketing functions that connect content and campaigns directly to revenue.
