$2M in Expansion Revenue

A growing B2B company had strong retention but needed real customer evidence for strategic decisions. Proven’s interviews uncovered significant untapped revenue — and clear actions to capture it.

Industry

B2B Platform Company

company size

Mid Size

Major outcome

$2M in Expansion Revenue

The Challenge

A growing company in a specialized B2B market had strong retention and loyal customers — but was heading into strategic conversations that required more than anecdotes. The CEO needed structured evidence of customer satisfaction, competitive positioning, and growth potential.

Our Approach

Conducted 5 structured interviews with existing customers.

Scored each response using a 10-point framework covering satisfaction, competitive alternatives, product gaps, feature awareness, and willingness to expand usage.

Identified patterns in underused features, competitive vulnerabilities, and untapped expansion opportunities.

Delivered actionable insights with specific recommendations for product, education, and roadmap priorities.

Key Insights

Average customer satisfaction scored 8.6/10, but significant variance revealed hidden issues and opportunities.

Customers were underusing key features that already solved major pain points — simply because they didn’t know they existed.

A single missing integration was causing the platform to lose ground to a competitor in accounts where it should have been dominant.

Existing customers were spending roughly $2M in adjacent categories they wanted to consolidate with this platform.

Results & Outcomes

Prioritized and built the missing integration identified in the research.

Launched a customer education initiative to drive adoption of underused features.

Made expansion into adjacent segments the focus of the 12-month product roadmap, with pricing informed directly by customer feedback.

Three of the five interviewed customers became early adopters of the expanded offering.

“We had assumptions about what customers needed. The research replaced those with specifics we could actually act on.”

CEO

B2B Platform Company