10 Winning B2B Customer Acquisition Strategies

Soundarya Durgumahanthi

Are you tired of cold calling potential clients and pitching your product until you're blue in the face? Or maybe you're running Facebook ads, but the only thing you're getting is a hole in your pocket? Fear not, B2B customer acquisition strategy has come a long way since those old-school tactics. 

With the rise of digital marketing, there are now countless creative and effective ways to reach your target audience. From creating informative blog posts and engaging social media content to hosting webinars and podcasts, the possibilities are endless. 

Just think about how HubSpot's Inbound Marketing methodology has revolutionized the industry, generating qualified leads while building brand awareness. Or how Drift's conversational marketing helped them achieve 6x their initial ARR in just three years. In this blog, we'll be sharing the top 10 B2B customer acquisition strategies that will help you take your business to the next level. 

What are the stages in B2B customer acquisition?

The ideal B2B customer acquisition process involves several steps that are designed to attract, engage, and convert potential customers. The phases of B2B SaaS (Business-to-Business Software as a Service) customer acquisition typically include the following:

  1. Awareness: At this stage, potential customers become aware of your product or service. This could happen through various channels such as social media, search engines, email marketing, word of mouth, or events. The goal is to create brand awareness and generate interest in your product.
  2. Interest: In this stage, potential customers show an active interest in your product or service. They may start to research your company and offerings in more detail, visit your website, and read reviews or case studies. Your goal is to educate them on the benefits of your product and how it solves their pain points.
  3. Evaluation: At this stage, potential customers are evaluating your product or service against other options in the market. They may request a demo, a free trial, or speak with a sales representative. Your goal is to provide them with enough information and support to help them make an informed decision.
  4. Conversion: In this phase, the potential customer decides to become a paying customer involving signing a contract, making a purchase, or subscribing to a plan. Your goal is to make the buying process as easy and straightforward as possible and to provide excellent customer service to help them get started with your product.
  5. Retention: Once the customer has signed up, your goal is to ensure they have a positive experience with your product or service. This could involve onboarding, training, and ongoing support to help them get the most out of your product. The aim is to retain customers and increase their lifetime value to your business.
  6. Expansion: In this final phase, you aim to expand the relationship with the customer by offering additional products or services, or by upselling them to a higher-tier plan. The goal is to increase revenue and build a long-term relationship with the customer. 

It's worth noting that these phases are only sometimes linear, and customers may move back and forth between them as they learn more about your product and evaluate their options. Additionally, the specific tactics and strategies used in each phase may vary depending on the nature of the product or service, the target market, and the business goals.

Why do B2B SaaS companies struggle with customer acquisition? 

B2B SaaS companies can need help with customer acquisition for various reasons. Here are six reasons why this can be the case:

  1. Lack of product-market fit: A common reason why B2B SaaS companies struggle with customer acquisition is that they have yet to find a product-market fit. This means that their product may not be resonating with their target market, or they may not be effectively communicating the value of their product to potential customers.
  2. Poor sales and marketing strategy: B2B SaaS companies struggle with customer acquisition because they may need an effective sales and marketing strategy in place. This could include a lack of understanding of their target market, a failure to create compelling content or messaging, or a need for clearer channels to reach potential customers.
  3. Limited budget: Acquiring B2B SaaS customers can be expensive, and many companies may not have the budget to invest in the necessary marketing and sales activities. With sufficient resources, it can be easier to generate leads, build brand awareness, and effectively communicate the value of their product to potential customers.
  4. High competition: The B2B SaaS market is highly competitive, and many companies may need help differentiating themselves from their competitors. This can make it challenging to stand out in a crowded market and convince potential customers to choose their product over others.
  5. Lengthy sales cycle: B2B SaaS sales cycles can be long and complex, and many companies may need help to effectively navigate this process. This can include challenges related to lead generation, building relationships with potential customers, and effectively moving them through the sales funnel.
  6. Lack of customer retention: Even if a B2B SaaS company successfully acquires customers, they may need help with retention. This could be due to poor customer service, a lack of ongoing support, or a failure to communicate the value of their product effectively over time.

To overcome these challenges, B2B SaaS companies need a clear understanding of their target market, a well-defined sales and marketing strategy, and sufficient resources to invest in B2B customer acquisition strategies. They must also differentiate themselves from their competitors effectively, navigate the sales cycle, and prioritize customer success to drive retention and long-term growth.

Top 10 B2B Customer Acquisition Strategies 

Acquiring B2B SaaS customers with a big budget can be challenging, but it's possible. Here are 10 actionable B2B SaaS customer acquisition strategies you can implement without breaking the bank: 

  1. Define your target market: Before you start any marketing or sales efforts, it's crucial to define your target market. You need to understand who your ideal customers are clearly, their pain points, and how your product can solve their problems.
  2. Leverage content marketing: Content marketing is a cost-effective way to generate leads and build brand awareness. Create high-quality blog posts, whitepapers, eBooks, and other types of content that your target market will find useful and shareable. Make sure your content is optimized for search engines so that it can be easily discovered by your target audience.
  3. Leverage social media: Social media platforms like LinkedIn, Twitter, and Facebook are great channels for reaching potential customers. You can use these platforms to share your content, engage with your audience, and build relationships with potential customers.
  4. Build an email list: Email marketing is one of the most effective ways to reach potential customers. Build an email list by offering something of value in exchange for their email address, such as a free trial, eBook, or whitepaper. Once you have their email address, you can send them targeted email campaigns that drive them towards a purchase.
  5. Offer a free trial: Offering a free trial is an excellent way to get potential customers to try your product without committing to a purchase. This approach can help build trust with potential customers and give them a chance to experience the value of your product before making a purchase.
  6. Leverage referral marketing: Referral marketing is a cost-effective way to acquire new customers. Encourage your existing customers to refer their colleagues and friends to your product by offering incentives or rewards for successful referrals.
  7. Focus on customer success: Once you have acquired customers, focus on providing excellent customer service and support to help them succeed with your product. Happy customers can lead to positive word of mouth, which can help you acquire new customers without spending a lot on marketing and advertising.
  8. Attend industry events and conferences: Attending industry events and conferences can be an effective way to meet potential customers and build relationships with them. Look for events that are relevant to your target market and where potential customers are likely to attend. Participate in panel discussions or speaking engagements to increase your visibility and authority in your industry.
  9. Use targeted advertising: Targeted advertising can be a cost-effective way to reach potential customers. Use platforms like Google Ads or LinkedIn Ads to target your ads to specific demographics or user behaviors. This can help you reach a highly targeted audience and increase the effectiveness of your advertising spend.
  10. Use account-based marketing: Account-based marketing is a highly targeted approach to marketing that focuses on specific accounts or companies. This approach involves identifying high-value accounts and tailoring your marketing and sales efforts to them. Use data and analytics to identify companies that are a good fit for your product, and then create highly personalized marketing and sales campaigns to engage with them.

Acquiring B2B SaaS customers is an ongoing process that requires long-term B2B customer acquisition strategies to succeed. Now that we’ve identified the best B2B customer acquisition strategies let’s see a few brands that have aced it. 

3 Successful B2B Customer Acquisition Strategies

RewardMe’s Targeted High-Value Accounts

Introducing RewardMe - the ultimate customer loyalty platform for restaurants and retailers! They recently scored our first major deal with one of the largest franchises in the United States, and we're here to tell you how we did it.

RewardMe’s co-founder, Jun Loayza, was introduced to a key decision-maker at the franchise through a mutual acquaintance. The challenge was to leverage this referral and turn it into a massive business win.

So, here's what they did:

  1. They scheduled a discovery call to ask crucial preliminary questions
  2. They personalized our solution to match the client's needs
  3. They compared RewardMe against the competition to highlight our unique value
  4. They prepared a 30-minute presentation, including 20 minutes for the pitch and 10 minutes for Q&A
  5. They never sounded too eager or too desperate to close the deal
  6. They set a definite deadline for the prospect to make a decision

And the results speak for themselves! Two days after our face-to-face meeting, they locked in a 12-month contract with the large franchise. We've since applied this strategy to close other major deals, producing consistent results every time.

Zoho’s Referral Strategy

Speaking of successful strategies, let's look at Zoho Mail's referral program. Launched in 2013, this program was aimed at SMBs, the target market for Zoho's hosted email solution. Here's what they did: 

zoho referral strategy

They created a referral page to simplify the signup and word-of-mouth process.

They offered up to 20 free accounts to existing users who brought in new signups.

Since launching the referral program, Zoho Mail has signed up over 10 million business accounts! Simple, effective, and targeted to the needs of their audience.

SAP’s ABM Campaign

Last but not least, let's talk about SAP. As the market leader in enterprise software, SAP America wanted to cross-sell other solutions in its product portfolio to its top customers in the region. The problem was their marketing activities needed to be personalized or targeted more to generate the response they expected.

So, SAP turned to an account-based marketing (ABM) program, and here's what they did:

  1. They consulted with experts to build an ABM model
  2. They acquired internal buy-in for the program
  3. They started with a few accounts as test cases
  4. They conducted deep research on each target account to guide their campaign

Within two years of starting the ABM initiative, SAP's results were impressive:

  • 55 high-value target accounts
  • $27 million in new pipeline opportunities
  • $57 million in revenues

So there you have three successful B2B client acquisition strategies to inspire your next big win!

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