5 Smart Strategies to Acquire More B2B Customers

There are plenty of challenges associated with B2B customer acquisition, so it's not as easy as it seems. Some companies are better at meeting customers' needs than others. But even if you're struggling with it right now, it's not the end of the world.

B2B organizations can improve their ability to respond to these changing demands by using more effective marketing strategies. That’s what we’re going to talk about in today’s Sales & Marketing insights.?

Do you really need more customers all the time?

If your ultimate goal is to grow, then yes, absolutely. Retaining your existing customers and upselling them is much easier than trying to acquire new ones. Expansion of your customer base, however, is one of the best ways to improve your profit margins. Whenever you earn a customer's loyalty, you gain their purchasing power.

Here at OneIMS, we’re preaching this everywhere we go: Acquisition + Retention = Growth. You simply cannot scale your business if either one is missing. So how can you find more B2B customers? Here are some strategies that work pretty much for every business, regardless of the industry.???

Choose your winning B2B customer acquisition strategy?

Each of these five strategies brings amazing results. Try them out and see what works for you.?

Get referrals from your existing customers

The best way to get high-quality, non-expensive leads for your B2B business is through referrals from existing customers. You’d be surprised how many prospects you can generate with this strategy alone. Sometimes it just doesn’t occur to people that you would appreciate them recommending you to their circle.

Ask your existing customers if they know anyone else who could benefit from your product or service. The introduction will come naturally because it's not just you reaching out to a cold lead but someone happy about your product or service offering genuinely helpful advice to those who are facing similar problems.?

Keep creating and recycling your content

Content marketing is one of the most powerful methods of acquiring new customers. Use it to capture the attention of your audience, direct them to your website, and show them how you can meet their needs. And contrary to popular misconception, you don’t have to put out something new every day. Just create long-form pieces and recycle them across multiple channels.?

You can also establish your brand as an industry leader using content marketing. When you continuously publish high-quality content in the B2B space, people perceive you as the go-to company to answer their questions. Naturally, they will choose you over the competitors when they need help.

Embrace multichannel marketing

Have you heard of the Dark Funnel? For one thing, your customer's buyer’s journey is not linear. But you don’t even realize what touch points they come across before they reach out to your sales rep. Someone might have seen your ad on socials and mentioned you to their friend in a casual conversation, so you never really know what brought them to your website.?

Make sure that you don't put all your eggs in one basket. Consider using multichannel marketing to acquire new customers. To gain your prospects’ trust, leverage email marketing, social media, content marketing, and whatever channel you can realistically own.?

Appeal to people’s emotions?

Yes, B2B buyers are different from B2C, they go through another decision-making process, and it’s not emotional… But do you need to build trust with your B2B prospects? Can we argue that trust is an emotional bond? Let's get this question out of the way.?

According to the study by LinkedIn B2B Institute, B2B marketing strategies that appeal to emotions are seven times more effective at improving sales, profits, revenue, and other financial measures than those that appeal only to logic. By consistently demonstrating empathy with your content, you’ll gain more credibility and become more trustworthy in the eyes of your buyers.

Personalize all your marketing efforts?

Every B2B sales and marketing interaction still involves real people. Your buyer is a very specific decision-maker with either positive or negative responses to certain signals. Personalization is one of those cues you can leverage as a marketer to communicate your value to the prospect.?

As per Salesforce, 72% of B2B customers expect a deep understanding of their needs reflected through personalized experiences. In order to have an impact, we must deliver the right message to the right person at the right time and place, and this doesn't always have to involve personally identifiable information. Personalization in B2B is no longer an option, it’s a necessity.

Hope it helps!?

Leave a comment below if you have questions.?

See you next week!

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