8 Effective Strategies For B2B Customer Acquisition With Examples

Acquiring customers in the B2B sector is a very challenging task for many businesses, especially startups; their owners are unsure about their B2B customer acquisition strategy.

The reality is that acquiring customers in the B2B sector differs significantly from the B2C sector.

In the B2C sector, customers are often acquired directly through paid ads on social media, whereas in the B2B sector, paid ads constitute less than 30% of the marketing efforts used for customer acquisition.

In the B2B sector, your content marketing strategy is the key factor that determines whether your B2B customer acquisition strategy will succeed or not.

However, in this guide I’m going to reveal 8 proven strategies for acquiring B2B customers for your business, so that you can achieve your desired results.

This full guide will cover the following points:

The 8 proven B2B customer acquisition strategies
B2B customer acquisition strategy real-life examples

The 8 Proven B2B Customer Acquisition Strategies

As I mentioned before, content marketing is the cornerstone of every customer acquisition strategy you adopt.

This is why most of the 8 strategies I’m going to reveal encompass a lot of content marketing tactics.

And in order to succeed, you must not rely on only one strategy, but rather, you need to use many of them so that you can reach and acquire more customers through different channels.

However, before I delve deeper into each step, I will give you a list of the strategies that we are going to cover in this article.

Here are the 8 B2B customer acquisition strategies:

SEO
Social media marketing
Email marketing
Video marketing
Leveraging earned media
Paid media
Account-based marketing (ABM)
Sales outreach

Strategy 1: SEO

Search engine optimization (SEO) is the practice of optimizing your site pages to improve their visibility and rankings in search results.

When I discuss SEO in terms of customer acquisition, I am not referring to the practice of optimizing your sales pages to rank higher in SERP at all.

But rather, I’m referring to the practice of optimizing your own blog posts for SEO.

Blogging Importance In the B2B Sector

Blogs are the most trustworthy type of content that drives a lot of traffic and leads for most businesses in the B2B sector.

If you are not blogging yet, you better start doing so, otherwise, you are willing to give up on more than 70% of potential customers for the sake of your competitors.

And if you think I am speaking out of nothing, then I want you to consider the following:

87% of B2B marketers give priority to addressing their leads’ needs for information rather than focusing on the promotional messages (source : CMI).
70% of users prefer to get information from blogs rather than any other source (source : Deman Metric).

These statistics suggest that prioritizing the educational needs in the B2B sector is critical for acquiring customers.

This is why blogging must be a critical element in your B2B customer acquisition strategy.

Blogging Best Practices

When it comes to blogging, here are the best practices that you should implement to acquire more B2B customers:

Only share high-quality content: Creating high-quality content is the core factor that dictates your blog’s success, poor quality content leads to prospects perceiving your products and your brand negatively.
Always mention your business solutions in your blog posts: The undeniable fact is that blogging is not about generating direct customers, it is about generating leads, which is a crucial part of customer acquisition. However, you can still acquire direct customers through your blog if you keep mentioning and promoting your solutions in your content in a strategical and reasonable manner.
Include your call-to-actions strategically: Always include a CTA in each blog post and ensure that it is placed in the right place and in the right context. For instance, if your CTA is for an email subscription, always mention the main benefits your leads will receive from it, and relate those benefits to the blog post context as much as possible.
Mention your mission statement in almost every article: Mention this statement, or part of it in blog posts that drive you a lot of traffic. This practice helps you in strengthening your brand identity and ensuring that your audience understands the core values and goals of your organization, and this will increase your brand’s perceived value.
Optimize your blog posts for SEO: SEO is the cornerstone of your blog visibility and popularity success, we will delve deeper into this point now…

SEO And Blogging

Blogging is effective, but without SEO, blogging would be ineffective.

Because the primary purpose of blogging is to drive traffic to your website, along with building trust and credibility.

And if your blog posts aren’t well-optimized for SEO, they won’t be visible in the search engine results page (SERP), thereby you will not have any visitors for your website.

However, in order to optimize your blog posts for SEO, you must learn how to optimize your pages for the following three elements:

On-page SEO
Off-page SEO
Technical SEO

These three elements are the pillars of your SEO success; without them, your chances of ranking in the top 10 pages of SERP are close to zero.

(Every time you finish writing a piece of content for your blog, always give it to the SEO expert on your team to optimize it for SEO.)

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However, as I mentioned before, blogging is not about generating direct customers; its primary purpose is to generate leads (there is no customer acquisition without lead generation).

In order to convert these leads, you will need to integrate other strategies that we are going to cover in this article.

Strategy 2: Social Media Marketing

Integrating social media marketing as a strategy for B2B customer acquisition is an effective move.

While most entrepreneurs (your audience) often opt to look for information in blogs, the undeniable truth is that they spend most of their free time on social media (like any other human in the modern world).

Obviously, you will not find your B2B audience spending their time on certain social media platforms like TikTok or Snapshat.

For me, here are the best social media platforms where you can invest your time comfortably:

LinkedIn
Forums

I will explain how you can acquire customers through LinkedIn and online forums and the best practices for doing that.

Here is how you can use each social medium to enhance your B2B customer acquisition strategy:

LinkedIn Marketing:

For me, LinkedIn is the best social media platform for creating and distributing content, and the leads you can attract from this platform are the best compared to the others.

If we supposed that you have big followers, acquiring customers will become easy.

You will be able to do that by sharing helpful content and merging it with promotional messages and gathering their emails, and you will be the first one that falls into your leads’ minds when they start considering a solution.

However, even though LinkedIn is the platform where your leads spend most of their time, having a content strategy is crucial for success.

In short, here are the steps for creating your LinkedIn content strategy:

Set Clear Goals and Objectives: In our context, our primary goal is to acquire customers and leads.
Create B2B buyer personas: This practice helps you in tailoring your messages for your potential customers basing on the data provided in the buyer persona profile.
Create a content calendar: This helps you in scheduling your content creation and publication rate.
Create high-quality content: The same point I emphasized earlier about high-quality content in blogging applies now as well.
Promote your content: Promote your content by sharing it in LinkedIn groups, reaching out to influencers, including hashtags, posting on online forums, and linking to it from your blog posts.
Decide on the engagement techniques you are going to use: Will you drive engagement by dedicating a time to responding to comments? Sharing polls and quizzes? Sharing controversial posts?

Once you have made decisions about these elements, you will have a complete LinkedIn content strategy.

And once you apply it and succeed in it, you will find a lot of B2B customer acquisition opportunities.

Forums Marketing:

Online forums like Reddit and Quora are very effective platforms for B2B customer acquisition if used properly.

The greatest advantage of forums is that the content you share is visible to all users of the forum.

In other words, you won’t need to promote your content; simply make your posts catchy, valuable, and/or controversial to trigger engagement and gain votes .

This is why acquiring customers and generating leads from online forums is easier than any other social platform.

But there are some best practices that must be adopted while using online forums for B2B customer acquisition, these practices include:

Decide on which forums you are going to focus: Your target forums must necessarily be relevant to your niche in order to acquire customers and generate leads, and they must have active members.
Build a reputation and become noticeable and likable in each forum you target: By answering questions, sharing controversial posts, and using an approachable tone, you’ll make members more tolerant with your promotional messages, and you won’t be marked as spam.
Include your promotional messages wisely: Even if you’re likable, openly sharing promotional posts in forums that prohibit them can lead to being kicked out. Therefore, self-promote only when the context of a post is convenient for a self-mention.
Direct promotion: To avoid any risk, you can answer people’s questions (provide value first), and then promote your offers to them in private conversations.

If you adhere to these best practices you will increase your chances significantly to acquire customers for your B2B business.

For startups, focusing solely on these two social media platforms (LinkedIn, Reddit) is the best practice for you.

However, if you are a well-established website, you can spread your focus on other platforms like Facebook and X.

Strategy 3: Email Marketing

The reality is that the two previous strategies were primarily designed for lead generation. And as I mentioned earlier, there is no customer acquisition without lead generation.

This is why the two previous strategies are crucial and they must be integrated in your overall B2B customer acquisition strategy.

As for email marketing, it plays the role of a ‘customers generator‘ that converts acquired leads to acquired customers, you will understand what I’m talking about more.

What Is B2B Email Marketing?

Email marketing in B2B is a type of content marketing strategy where businesses send automated and non-automated emails that contains a specific type of content to increase conversion rates significantly overtime.

How Does Email Marketing Work?

Email marketing in the B2B sector differs significantly from the B2C sector, in the B2C sector, email is used often for direct promotional messages.

While in the B2B sector, it is used to make leads go through a journey (buyer journey) where they keep receiving specific emails until they reach a point where they are ready for conversion or closing.

In your automated emails series that constitute the buyer journey, you will have to create your emails’ content basing on three phases:

Awareness phase: In this phase, your emails must be helpful and valuable, they must contain educational content that educates your leads more about the problems they have and the solutions they must opt for. In this phase avoid creating promotional content, you can mention your product in the solutions part but don’t overpromote.
Consideration phase: When your leads reach this phase, they often become more mature and aware of the problem they face and the solution that solves it, but they are considering which provider they must buy from. This is why your emails’ content in this phase must contain content such as case studies, testimonials, comparison guides…
Decision phase: In this phase, your customers have considered you as the best solution provider (I hope), but they didn’t take any action yet. In order to make them accelerate in taking the desired decision, your emails’ content in this phase must contain incentives like discounts, free trials, product demos…

If you create the right content in each stage, your designed buyer journey will help you acquire a lot of B2B customers.

However, there’s more to know, in order to make your automated email campaign successful, you need to adhere to the email marketing best practices.

Email Marketing Best Practices:

Here are the best practices that you must do when you think of implementing email marketing as a B2B customer acquisition strategy:

Create automated email journeys: To ensure your designed buyer journey is effective, pre-create your emails. Sending separate emails to each new subscriber is neither feasible nor logical. Automating your emails and pre-setting the buyer journey is the cornerstone of your campaign’s success.
Create catchy and interesting subject lines: The most challenging step in an email campaign is crafting effective subject lines. They are the gateway to your success. If you fail to create them well, don’t even dream of having your emails opened.
Use your B2B buyer personas for email content creation: Once leads click through, the next challenge is keeping them engaged. Well-personalized, tailored content, guided by buyer personas, is key to maintaining their interest.
Use merge tags: Enhance content personalization by using merge tags, such as |First Name|, |Role In the Company|, and |Birth Day|. These variables adapt based on the information users provided when they first filled out your email form.
Respect the buyer journey stages: Use phase-appropriate content—informational content in the awareness stage, case studies and testimonials during consideration, and special offers and detailed product guides in the decision phase.

If you follow these practices, the likelihood of your B2B customer acquisition strategy succeeding through email marketing will increase significantly.

Strategy 4: Video Marketing

What Is Video Marketing?

Video marketing in B2B is a content marketing strategy used to share educational content with the intent of self-promotion.

It plays the role of a lead generator, similar to blogs and social media.

However, video marketing has greater capability for direct customer acquisition, without the need for leads to go through the entire buyer journey.

The same principles applied to blogs and social media are also applied here; success will require consistency in creating high-quality content and promoting it.

Video Marketing Best Practices:

Let’s say that you have chosen YouTube as the platform where you will distribute your videos, and it is the best choice by the way for most B2B businesses.

Follow these best practices for B2B customer acquisition through video marketing:

Focus on Educational Content: Create content that educates and informs your target audience. Webinars, tutorials, industry analysis, and product demos are particularly effective for B2B audiences. This helps establish your brand as a thought leader in your industry.
Case Studies and Success Stories: Share detailed case studies and success stories that demonstrate the effectiveness of your products or services in solving specific business problems. This helps potential clients visualize the benefits of partnering with you.
Optimize for Search: Use keywords relevant to your industry and solutions in your video titles, descriptions, and tags to improve SEO and help potential clients find your content through search.
Create a Professional Channel Design: Ensure your YouTube channel reflects your business’s professionalism. This includes a clean, branded banner, organized playlists related to different business needs or industries, and a professional channel trailer.
Optimize Your Videos: Conduct keyword research and optimize your video titles, descriptions, and tags with those keywords to improve searchability.
Leverage LinkedIn and Other B2B Networks: Promote your YouTube content on LinkedIn and other professional networks. B2B audiences are more likely to engage with content through these platforms, which can drive higher quality leads to your videos.
Call to Action: Include specific calls to action, such as visiting your website for a free trial, subscribing to a newsletter, scheduling a demo, or contacting sales. Make it easy for B2B buyers to take the next step in the buyer journey.

If these practices are well executed, your video marketing efforts will help you acquire direct customers and generate more leads.

Strategy 5: Leveraging Earned Media

Earned media is a goldmine for new B2B customer opportunities, and if you leverage it efficiently, you will see new customers flocking to you.

What Is Earned Media:

Earned media refers to the publicity gained through promotional efforts other than paid media advertising.

It includes coverage that comes from third-party sources without direct payment or advertising. Here are a few examples:

Media Coverage: Articles, news stories, or features about your company in newspapers, TV, or online platforms.
Earned Mentions: When users or influencers talk about your brand or product/service on blog posts or social media platforms without any solicitation or compensation from your side.
Reviews and Testimonials: Positive feedback from customers posted on various platforms or included in articles.

Earned media is indeed a powerful tool for discovering new customer acquisition opportunities, and you will learn how to leverage it effectively.

Leveraging Earned Media For Acquiring Customers:

In order to increase the customer acquisition rate through earned media, consider the following best practices:

Encourage Media Coverage: Build relationships with industry influencers. Provide them with useful information, expert opinions, and newsworthy stories about your business.
Track brand mentions for backlink acquisition: Use an SEO tool to identify instances where your brand is mentioned in blog posts without a corresponding link. Then, reach out to the authors and ask them to include a link back to your website.
Maximize Reviews and Testimonials: Encourage satisfied customers to leave positive reviews and testimonials. You can facilitate this by offering incentives for reviews, or simply asking customers to share their experiences online.
Showcase Awards and Recognitions: If your company receives awards or recognitions, promote these achievements across all your channels. This enhances credibility and can attract the attention of potential customers looking for top-tier products or services.
Leverage Industry Events: Participating in or speaking at industry events can boost your brand’s visibility and credibility.

By adhering to these best practices, you will be able to take advantage of your earned media and open new doors for client acquisition opportunities.

Strategy 6: Paid Media

Paid media is any form of marketing that requires payment to place your brand or message in front of a targeted audience.

It includes LinkedIn ads, X ads, YouTube ads, Facebook ads, Reddit ads and more.

While everyone knows this, not everyone understands how to effectively use these paid tools to gain more B2B customers and maximize their investment.

If you want to maximize the potential of your budget invested in paid media, consider the following approaches:

Define Your Target Audience Precisely: Identify specific industries, company sizes, job roles, and geographical locations. Leverage data from CRM and analytics to understand characteristics of best customers.
Choose the Right Channels: Select platforms where your target audience is most active, such as LinkedIn, X, Facebook, Reddit and industry-specific sites.
Create Engaging and Relevant Content: Develop ads that highlight the unique benefits and solutions provided by your products and adhere to copywriting best practices.
Utilize Lead Magnets: Offer free trials, demos, webinars, or white papers to capture lead information. Design conversion-optimized landing pages.
Implement Retargeting Strategies: Serve ads to users who visited your site but did not convert, tailoring messages based on their site interaction.
Test and Optimize: Regularly perform A/B testing on ad elements like copy, images, and calls-to-action.
Focus on ROI Measurement: Establish clear metrics for measuring ROI, including cost per lead, acquisition, and customer lifetime value.

This structured format provides a clear, step-by-step guide to effectively using paid media for acquiring B2B customers.

Strategy 7: Account-Based Marketing

What Is Account-Based Marketing (ABM)?

Account-based marketing (ABM) is a targeted marketing strategy where organizations treat individual accounts as markets in their own right.

Instead of the traditional broad-based marketing approach that targets large groups of potential customers, ABM focuses on meeting the specific needs and challenges of individual customer accounts.

This means that all marketing and sales efforts are harnessed and directed towards a single target account.

How to Use ABM For B2B Customer Acquisition?

To effectively use Account-Based Marketing (ABM) for acquiring customers, start by identifying and targeting high-value accounts that align with your product or service offerings.

This involves customizing your marketing strategies to address the unique pain points and business objectives of each account, employing personalized communication and content, such as tailored emails, bespoke whitepapers, and case studies.

Next, you have to engage these targeted accounts across multiple channels where they are most active, ensuring your messaging is consistent and relevant.

Close collaboration between your sales and marketing teams is crucial to align strategies and streamline communications, enhancing the chances of converting these high-value prospects into loyal customers.

However, continuous monitoring and optimizing of your ABM efforts based on engagement metrics and feedback will refine your approach, leading to better resource utilization and increased and better chances for your B2B customer acquisition strategy success.

Note: Companies that adopt ABM as a marketing strategy can target multiple accounts at once, and the number of accounts or companies you can target simultaneously varies depending on the company’s size and the potential revenue made from it.

For instance, if your target account is a large company with complex needs and multiple stakeholders who may need your high-priced solution, or a large quantity of your mid-priced solution, then focusing all your efforts towards one account such as this is the best fit.

Strategy 8: Sales Outreach

Sales outreach is a direct customer acquisition strategy used by sales team to connect with potential customers and ultimately drive sales by engaging prospects who may not actively considering the company’s products or services.

While not a content marketing method, mentioning it in this article is crucial, because it is indispensable, in addition, it is often integrated with other customer acquisition strategies we delved into earlier.

However, when reaching out to your prospects, whether through direct phone calls or email, be aware of the following mistakes that sellers often make:

Not aligning sales efforts with marketing efforts: When identifying a prospect you wish to reach out to, check whether they are part of a buyer journey campaign. If so, inform your marketing team and request data on the prospect’s behavior throughout the journey, then act accordingly.
Not leveraging acquired data about existing customers: If your target is an existing customer from whom you want to upsell, then leveraging data about them, acquired through CRM and other analytics tools, is crucial for better personalization and tailoring.
Lack of Preparation: Failing to research the prospect and their company thoroughly before reaching out, which can lead to irrelevant conversations and missed opportunities to connect on key pain points.
Ignoring Customer Needs: Pushing a product or service without aligning it with the actual needs of the prospect. This approach can come off as insincere and is less likely to result in a sale.

These were common mistakes that sellers do when they reach out to potential or existing customers.

However, the strategies provided will work far better if they are integrated seamlessly with each other.

In the following section, I’m going to give you two exceptional examples of how some companies have mixed the provided strategies to craft a new one that has succeeded.

B2B Customer Acquisition Strategies Real-Life Examples

To illustrate how the provided strategies can work together I’m going to give two real-life (fictional) examples of strategies for acquiring B2B customers just to make you grasp how the process goes.

Example 1: Acquiring B2B Customers Using Video Marketing Strategy

Let’s consider the case of a business that uses video marketing as its foundational strategy for B2B customer acquisition.

The business we are going to highlight is a training and consulting firm that’s called ‘Business academy (BA)‘.

It specializes in marketing and leadership, it targets Arab business owners who may or may not understand English, it has 12 employees, and its founder is named ‘Ahmed Ammar‘.

This company sells consulting services, and online courses.

BA entered the Arab market, it had a customer acquisition strategy that relies primarily on video marketing.

BA Video Marketing Strategy Step1: Lead Generation

Ahmed (the owner) has decided to commit to a video marketing strategy using the YouTube platform.

He opened a YouTube channel where he began explaining digital marketing strategies and leadership insights effectively in Arabic.

At the same time, he taught the translation of core concepts from Arabic to English, making them more accessible and simplifying the teaching task for himself.

However, while teaching and educating them, from time to time, and in a strategic way, he includes some smart call-to-actions such as subscribing to BA’s email newsletter, checking BA online courses’ brochures and more.

In addition, he was sharing some YouTube Shorts that display the successful experiences of existing customers with his services and online courses, acquired through direct outreach and other customized sales promotion techniques.

This way, he was able to generate a lot of leads from his YouTube videos and acquire some direct B2B customers who have bought his online courses and demanded his employee training services because of the strategic product mentions he included in his videos, and the testimonials he was promoting on his YouTube channel.

BA Video Marketing Strategy Step 2: Leveraging Email Marketing

For the email marketing step, the process I’m going to illustrate doesn’t differ much from the finance manager example I provided earlier.

However, continue reading for a better understanding.

1. Awareness Stage

For those who haven’t taken action yet but have subscribed to the BA’s newsletter, the email marketer on Ahmed’s team, along with Ahmed, has created a fully automated buyer journey that takes leads from the awareness phase to the decision phase.

And so, the subscribers began receiving emails about selected videos or e-books that Ahmed wants them to read.

These videos and e-books were educational and contained little to no promotional messages. The content was helpful but intentionally a bit shallow to make leads eager for the exclusive knowledge available only in his courses and training services.

These educational items were not just about leadership and digital marketing knowledge, but also about the importance of self-investment, training and developing employees, and content that helps leads understand that the type of services he sells is important for every business—and it is.

2. Consideration Stage

However, once leads have become more mature and aware of various aspects of leadership and digital marketing, as well as the substantial knowledge and benefits they are missing from training and educational firms, they officially entered the consideration stage.

At this stage, Ahmed and his email marketer friend have added content to the buyer journey that makes leads think of them as the ultimate solution provider.

They include testimonials, case studies, comparison reviews, and educational content from time to time to maintain trust and credibility.

When leads read and watched this content, they become more encouraged to make a decision…

3. Decision Stage

Once leads have reached the decision stage, they were already willing to buy Business Academy products (courses, consultations, training, depending on the lead needs).

However, at this stage, they began receiving exclusive incentives such as free trials, discounts, new case studies, and videos showing the products being implemented by existing customers, and other conversional content.

This has leaded many or the most existing leads to convert, while some leads were still unsure of what decision to make.

BA Video Marketing Strategy Step 3: Integrating Direct Outreach

For leads who hadn’t taken a specific action yet, BA marketing team has started targeting them with personalized approach.

Those who primarily interacted with emails promoting training services, the marketing team informed the sales team to target them using direct phone calls.

They also alerted them to review these leads’ data and behaviors within the automated email campaign for more personalized engagement.

On the other hand, those who have shown interest in online courses have been received more personalized emails about the BA courses feedbacks, more incentives, and more educational YouTube videos that include strategic CTAs for buying the courses and so on.

In the end, most of the leads have converted, and the B2B customer acquisition strategy have succeeded.

This complete strategy is called ‘sales funnel‘, it is the most effective strategy for customer acquisition in the B2B sector.

Example 2: Acquiring B2B Customers Using Account-Based Marketing Strategy

The example provided previously was fictional, however, I will provide you now with real example of a company that implemented ABM which ‘Salesforce‘.

In this ABM campaign, Salesforce utilized its ABM framework to deliver precisely targeted content to key customers at optimal times, thereby enhancing the effectiveness of their outreach and engagement strategies.

The focus was on delivering the right content to the right customer at the right time, which is a hallmark of a successful ABM approach.

The campaign utilized Salesforce’s comprehensive CRM capabilities, which allowed the team to leverage deep insights and real-time data to deliver a connected engagement experience across departments.

The integration of artificial intelligence (AI) played a pivotal role in refining the campaign’s targeting and personalization tactics.

By leveraging AI, Salesforce could optimize its engagement strategies, making it possible to identify high-potential accounts early in the buying cycle and tailor the messaging to meet the unique needs of each account.

This campaign is just one example of how Salesforce harnesses the power of ABM and AI to foster deeper connections with high-value accounts, ultimately acquiring many B2B customers and driving improved marketing ROI.

Wrapping Up:

Crafting a B2B customer acquisition strategy is crucial, and there are many elements that you can integrate while creating it.

For example if you are blogging you can integrate email marketing, video marketing, social media marketing, paid media and more.

However, I think that the sales funnel strategy is the best fit for any business that operates in the B2B sector, along with account-based marketing.

Traditional paid ads and influencer marketing must not be the core of you customer acquisition strategy.

Because in the B2B sector, trust and credibility are the critical factors that dictate your success, and not attention.

However, our guide ends here.

I hope this was helpful. If you liked the content, subscribe to the HubRefs newsletter and don’t forget to share it with people you know they might get advantage of it…

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I'm Soufiane Zagouri, a B2B marketer and the owner of HubRefs. Before founding this business, I dedicated years to educating myself in many marketing aspects like content marketing, SEO and direct marketing, and gaining experience in the B2B sector, with a special focus on content marketing. My insights and strategies are tailored to increase brand awareness and conversion rates.