B2B customer acquisition methods use a variety of marketing channels to reach your target audiences, including inbound marketing, referral marketing, lead creation, and customer reviews. The idea is to educate these potential customers about how your company can help them.

Referral Marketing

Referral marketing is based on the tried-and-true method of word-of-mouth marketing but in a somewhat more advanced, methodically planned, and business-oriented form. It is about encouraging your current customers to share information about your products, deals, or brand, which can help you attract new clients for your company. You’d be shocked at how many answers and hints you can get by asking your current customers: Could you imagine someone you know in the same predicament you were in before you became our customer?

Account-Based Marketing (ABM)

ABM is like fishing with a spear instead of a net. You identify high-value targets and personalize every interaction to land them. This approach is not about reaching everyone; it’s about reaching the right ones.

• Personalization Level: High. Every message is tailored.
• Tools to Use: LinkedIn, HubSpot, and Salesforce.
• Why It Works: Decision-makers get bombarded with generic pitches daily. Personalization cuts through the noise.

Social Media Marketing

Don’t dismiss Facebook Advertising in B2B. Many large and small companies ignore Facebook and Instagram advertising for the B2B consumer segment because they regard it as a “personal channel” rather than a venue for commercial messages. But they couldn’t be more mistaken. Facebook may produce highly targeted website traffic, raise awareness of your brand, and even deliver high-quality leads at a relatively low cost. Using numerous targeting choices such as ‘workplace’ and ‘job title,’ together with the Facebook Marketing pixel, you’d be astonished at the cost per lead you can obtain through this channel.

Leveraging LinkedIn

The holy grail of B2B networking. But there’s more to LinkedIn than just connecting and hoping for the best. Use LinkedIn Sales Navigator to find decision-makers, join relevant groups, and publish articles that showcase your expertise.

Why It Works: 80% of B2B leads from social media come from LinkedIn. That’s not a typo.

Tactics: Direct outreach, LinkedIn Ads, and thought leadership.

Partnering with Influencers

Yes, B2B influencers are a thing. Think industry thought leaders, not TikTok dancers. Partner with them for guest blogs, webinars, or even just a shout-out.

• Find the Right Fit: Make sure their audience aligns with yours.
• How to Engage: Offer value first; don’t just ask for a promo.

Inbound Marketing

Finding the correct inbound marketing approach for your  B2B company is my top recommendation for attracting new clients. Because they’ve researched and are looking for your offers, inbound consumers are often more “intended” and require fewer hours to close. A prepared video or content strategy for the industry and your products or services could attract many potential business clients to your website. For example, if Best Buy is seeking to sell more business computers, you could create a video series in which you review the top PCs of 2023 for various functionalities. Similarly, you could produce a series of articles for your company newsletter about the best work PCs for engineers or graphic artists. Presenting your model as an authority in your field and providing a particular discount or conversion funnel for the content you make will assist you in acquiring critical consumers via channels such as YouTube or Google Search.

Content Marketing

Well, don’t just sell. Instead, demonstrate to clients that you are reliable and well-informed, then give them easy ways to purchase your products. One of the all-time favorite and tested ways to attract new customers is to supply them with informative content. This allows for developing a client’s trust and respect before offering them anything. This is not a marketing ploy. It just flips the sales equation on its head. Traditionally, you would have to buy a product before deciding whether or not you could trust the company. This puts pressure on the sales department to wow the customer and pressure the customer to take a gamble on a company it may not fully understand.

SEO Marketing

Leads generated by organic search are typically more valuable than leads generated by company directories. Remembering this, you should research what keywords your target B2B customers use. Then, you’ll be able to boost your SEO to appear higher in the rankings and make your business easier to find. When establishing a successful customer acquisition plan for B2B enterprises, I advise not to overlook longer-term marketing methods such as SEO. As a relatively new website, you can increase Domain Authority or Domain Rating by a few monthly points by guest writing on a few high-quality niche websites. As a result, I’ve noticed a consistent increase in site traffic and leads. Furthermore, I’ve discovered that leads generated through organic search are often higher quality than leads generated by other sources such as company directories. Determine which B2B terms your potential clients search for on search engines and target them using Search Engine Optimization (SEO).

Webinars and Virtual Events

Position yourself as an industry leader with webinars. They’re perfect for demonstrating expertise, building trust, and getting your audience engaged in real time.

• Topics That Work: Industry trends, case studies, or product demos.
• Follow-Up: Post-webinar emails with summaries and next steps.

Customer Feedback

Pre-sales surveys can be helpful, but only if they are tailored and include all types of users. Here’s how we see it. First and foremost, you must ascertain what your website users seek when they visit your site. Which landing pages do they go to? Is it blog content, comparison pages to competitors, custom landing pages, or pricing? Various technologies may teach you a lot about how to pitch your services to specific lead groups, including Google Analytics data, heatmaps, session recordings, and CRM and chat dialog histories, to name a few.

Lead Generation and Lead Scoring

Lead generation isn’t just the first step in customer acquisition; it’s the backbone of your entire sales strategy. It’s about capturing potential clients’ attention, drawing them into your orbit, and converting that initial curiosity into a structured sales journey. This process happens everywhere—digitally and physically—through search engines, LinkedIn, industry events, webinars, and even old-school networking. But generating leads is only half the battle; nurturing those leads effectively is where the magic happens.