b2b business development

B2B Business Development – 11 Tips to Boost Your B2B Strategy

By: Frank DePino | November 14, 2023

B2B business development is a crucial approach for any founder, director, manager, or entrepreneur aiming to engage directly with other businesses. As you navigate the world of B2B development, it’s essential to recognize the optimal moments for implementing growth tactics.

Moreover, understanding how to market to your existing clientele can significantly amplify your business development and strategy.

To craft an effective B2B business development strategy, it’s crucial to identify the most opportune moments for launching growth initiatives. This involves analyzing market trends and aligning them with your business goals. Additionally, engaging your current client base with tailored marketing strategies is fundamental for long-term growth and retention. Creatively generating content, and generously offering free advice, resources, and tools can significantly enhance your brand’s value. Skillfully leveraging content marketing and social media ensures robust communication channels. For acquiring new customers, targeting through SEO and strategic paid advertising is indispensable.

No matter your business’s scale or type, if you’re contemplating integrating digital marketing strategies into your B2B sales development, this guide serves as a practical starting point.

Remember, developing a robust business development and strategy plan is key to navigating the complex B2B marketplace. Whether you’re drafting a comprehensive business plan or exploring how to start a B2B business, these insights will steer your journey towards success.

Stay tuned to uncover the secrets of transforming your B2B strategy into a powerhouse of growth and opportunity!

1. The Right Time to Implement Growth Strategies

In the dynamic world of B2B business development, businesses frequently ask when the right time is to implement growth strategies.

This process is not tied to a specific timeframe; rather, it involves a deep examination of your business operations to pinpoint areas ripe for enhancement. Utilizing effective B2B development strategies allows you to capitalize on what’s excelling and refine aspects that are lagging in your B2B business plan. It’s crucial to remember that a one-size-fits-all approach doesn’t exist in this domain.

Merely replicating a successful strategy from a competitor doesn’t guarantee similar results for your venture. Developing a business development strategy is a tailored process, necessitating the integration of your organization’s unique strengths to cultivate distinct opportunities. For example, by harnessing client feedback, your business could innovate client-centric solutions, adding significant value to your offerings and enhancing B2B sales development.

Consider the case of a regional airline, which might focus on business development and strategy by optimizing flight schedules and routes based on corporate client needs. This approach not only improves efficiency but also positions the airline favorably in a niche market, demonstrating how how to start a B2B business can be both innovative and client-focused.

This practical approach ensures a bespoke strategy, vital for any business aiming for sustainable growth and success in the competitive B2B landscape.

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2. Marketing to Existing Clients

The demands and digitalization of modern marketing have made it impossible for a business to rely on referrals and word-of-mouth. Therefore, your business needs additional b2b leads to continue the growth and generate decent revenues. 

Here is a quick overview of the steps to generate leads. 

  • Identify your target businesses
  • Define the motto of your business and define it to your potential business partners, clients, and stakeholders
  • Use digital tools such as social media platforms
  • Use written and video content to entice clients and generate additional leads 
  • Use paid ads to enhance your outreach and increase traffic to your website 
  • Use email marketing to generate new and follow up on existing leads 
  • And finally, the creation and utilization of opt-in offers. 

The lead generation brings you to the next step that is initiating the b2b sales. For that, you will need b2b sales strategies to win over more businesses as clients. 

Mediaboom creates content to boost its b2b marketing

3. Content Creation 

B2B sales are a tough nut to crack, and salespeople can easily get overwhelmed at times. However, it is not about a person pitching a sale to businesses anymore. Nowadays, B2B buyers prefer to research their needs and select a seller without any outside influences. 

Did you know 57 percent of buyers make up their mind to buy before calling you? 

That said, it does not mean that it makes your life any easier. In fact, you need to develop more dynamic sales strategies to stand out amongst the competition. 

You must remember the following.

  • Modern buyers are more skeptical than ever before when it comes to receiving B2B sales and marketing messages. Forrester claims 59 percent of buyers prefer doing their own research instead of hearing from a sales rep. 
  • Modern buyers prefer peer recommendations.
  • They already know the risk-associated, so be honest in your B2B sales pitches. 

Modern B2B buyers have become increasingly competent in identifying and reducing risk factors. This presents an increasing number of challenges for your sales department. 

To overcome these challenges, you can apply the three most effective strategies for better lead quality. 

As we navigate the complexities of B2B business development, remember that tailored strategies make all the difference. For personalized guidance and expert solutions, reach out to Mediaboom – your partner in crafting a successful B2B journey.

We will transform your business approach and achieve remarkable results.

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Proactively Offer Help to the B2B buyers make a decision

Yes, the b2b buyers like to conduct their own research for B2B sellers; however, that does not mean you cannot contact them. 

The b2b buyers rely on the information on sellers to make an informed decision. However, contacting them directly can help them get the right information about your business while saving time and energy. 

You can create a content library on your website and then ask your b2b sales team to share it with potential b2b clients. 

Did you know 95 percent of the B2B buyers select vendors providing apt content on the entire buying process? 

Using Sales-reps as Spokesperson

Another effective B2B sales strategy involves positioning your sales reps as subject matter experts. Here’s how to do it effectively:

  • Businesses often ponder the ideal moment for executing B2B business development strategies. The key lies in understanding that skeptical B2B buyers crave more personalized interactions with your sales team. By attentively listening to their requirements and providing pertinent insights, you offer a tailored sales service, paving the way for informed decision-making.
  • In developing a business development strategy, ensure your content resonates with the specific challenges of potential B2B clients. This approach leads to crafting compelling call-to-actions (CTAs), nudging them towards the next phase in their journey to becoming customers.

For instance, imagine a B2B company specializing in cloud solutions. They can enhance their B2B sales development by publishing case studies demonstrating how their services have streamlined operations for similar businesses. This not only showcases their expertise but also provides tangible proof of their ability to solve industry-specific problems, a crucial aspect of any B2B business plan.

By doing so, they effectively demonstrate how to start a B2B business that is both client-focused and results-driven.

Aligning your Sales and Marketing Strategies

Did you know the misalignment in your sales and marketing strategy can cost your business up to 10 percent of your yearly revenue?

Therefore, work on streamlining your marketing and sales efforts. 

  • Clearly establish a standard definition of what qualified leads are for both departments. 
  • Unification of the content library, so both teams are on the same page regarding the information. 
  • Rectify irrelevant KPIs to improve your team’s performance. 
  • Let your marketers educate your sales reps on how to use the content and when. 
  • Involve sales reps in the process of creating content. They know what happens on the field, so use their experience. 
Mediaboom has created a free tool that allows b2b companies to calculate the budget for Google ADS campaigns

4. Offer Free Advice, Content, Tools 

Creating a marketing strategy requires extensive planning and execution. Here five steps you can follow before offering free advice, content, and material to the clients. 

  • Step 1 – Developing a b2b business development marketing plan with specific and measurable objectives. 
  • Step 2 – Laying out an execution framework for your new b2b marketing strategy to help achieve your business goals. 
  • Step 3 – Defining your potential b2b buyer’s persona.
  • Step 4 – identifying apt b2b marketing channels and tactics. For example, where your b2b prospective clients spend their time online, questions they ask, social media platforms they prefer, their needs, and gaps in the market that you can capitalize on. 
  • Step 5- Once you have done the homework, it is time to create an actionable plan. Follow best practices for each marketing channel when implementing your marketing strategies. 
  • Step 6- Remember, a marketing plan is an on-going cycle. To continue moving in the right direction, you must plan, execute, measure, improve, and repeat. 

5. Connect/Communicate Via Content Marketing and Social Media

Here are common b2b marketing channels you can use:

  • Blogging – This is the most organic b2b marketing approach as it offers visibility to your business drive inbound traffic to your website. You can use several blogging formats such as info-graphics, written, video-blogging (vlogs), case studies, tutorials, etc. 
  •  SEO Optimization – Have your content and website SEO optimized. Traditionally it involves using keywords and meta-data.
  • Social Media Presence – Use both organic and paid ads to make the most of your social media business pages. Most social networks such as Facebook, Instagram, Snapchat, and TikTok allow you to reach out and engage with potential businesses via free and paid advertisements. B2b buyers are increasingly leaning towards social media channels to research and reach potential b2b vendors such as yourself. 
  • Free Content via Whitepaper or eBooks – You can create stand-alone assets with valuable information in the form of e-books and whitepapers. You can even upload them on your website, blogs, and social media business pages as free downloadable documents. Do not forget you use a performable CTA as a possible b2b lead generation tool.
  • Email Marketingthis is free of cost and the most effective marketing tool since its inception. However, you have to avoid spamming businesses at all costs, or you may end up in a spam folder or block list. Moreover, you can use business networking platforms such as LinkedIn to InMail potential b2b clients for lead generation. 

6. Targeting New Areas Using SEO

SEO (Search Engine Optimization) is a critical tool for modern businesses, especially in the realm of B2B business development.

SEO is the process of optimizing digital content to rank higher on search engine results, which is crucial for any company’s online visibility. This includes enhancing your websites, landing pages, social media pages, and videos to align with search engine algorithms.

Effectively utilizing SEO strategies is intertwined with content marketing, as it ensures your valuable content reaches the right audience. By integrating SEO, you enhance the likelihood of connecting with potential business partners and clients. A well-optimized website can serve as a powerful tool to attract and engage other businesses, laying the foundation for a robust B2B business plan.

For example, a software company focusing on business-to-business solutions can use SEO to target specific industry needs and challenges. By optimizing their online content for relevant search queries, they can effectively position their software products and services in front of the right B2B audience. This strategy not only elevates their digital presence but also strategically places them in a competitive market, increasing their visibility to potential business clients and partners.

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Local SEO

Local SEO is a process that involves the optimization of your online content for a specific geographic location. This is mostly the area that your business serves.

For example, suppose you are a commercial construction company working in New York. In that case, you can use keywords, tags, and other anchor text such as “commercial construction company in NY” or “NY commercial construction company,” etc., in your digital content. 

Thus, every time a b2b buyer searches for a commercial construction company in NY, your company will appear amongst top searches in the SERPs. This will allow higher visibility of your business, resulting in increased traffic to your website. More traffic means more leads, which will eventually translate into increased ROIs. 

National SEO

As the name suggests, National SEO focuses on promoting your brand’s website on a national level. Unlike local SEO, you have to use highly researched and well-thought keyword terms for the nationwide visibility of your business. 

The idea is to rank your business amongst the top search engine results when someone searches on Google or other search engines for similar services.

If you are a local business only catering to a specific area, do not waste your resources and money on National SEO. Local SEO will be sufficient as an effective b2b business development strategy. 

A B2B furniture business is promoting its business through paid advertising.

7. Paid Advertisement

Paid advertising, an essential component of b2b business development strategies, is a dynamic way to elevate your brand’s visibility. Leveraging this approach, you can ensure your promotions reach potential clients precisely when they’re most receptive. Google Ads and Facebook Ads stand out as premier platforms for this purpose.

  • In the context of developing a business development strategy, Google Ads serves as a potent tool for reconnecting with previous visitors to your site. This technique, known as remarketing, places your ads strategically across Google and its affiliated networks, directly targeting those with prior interest in your services.
  • Facebook, similarly, boosts your b2b sales development efforts. It intelligently displays your advertisements to likely b2b clients, significantly enhancing brand recognition and steering traffic towards your social media profiles and website.

Another thing to consider is that integrating paid advertising with content marketing and SEO magnifies its effectiveness. Content marketing captivates your audience with valuable information, while SEO ensures your content ranks higher in search results.

For instance, a b2b business plan that combines insightful blog posts (content marketing) with targeted keywords (SEO) can attract a more engaged audience, which paid ads can then retarget. This synergy creates a robust online presence, crucial for any b2b development.

Consider a real-world example: A regional airline utilizes Google Ads to retarget individuals who have visited their booking page but haven’t completed a purchase. Simultaneously, their SEO-optimized blogs about travel tips and destination highlights draw organic traffic. This dual strategy of captivating content and strategic ad placement forms a comprehensive approach to business development and strategy.

8. Utilizing LinkedIn

LinkedIn is the world’s most prominent business networking platform giving your b2b business development strategy an immediate outreach to over 500 million members worldwide.

This platform enables you to launch a B2B business plan by forming a dedicated group for your enterprise, thus fostering connections with potential clients.

Utilizing LinkedIn’s suite of tools, you can craft paid advertisements, share insightful content at no cost, and actively engage with your audience. Such interactions are crucial in B2B sales development, as they help drive significant traffic to your business and pinpoint high-quality leads. To maximize your impact, it’s essential to consistently share your knowledge and insights, effectively developing a business development strategy within your expanding network.

LinkedIn’s importance in business development and strategy lies in its ability to connect you directly with decision-makers and influencers in your industry. This direct line to potential partners and clients is invaluable in how to start a B2B business.

For example, a manufacturing company specializing in eco-friendly packaging can use LinkedIn to target sustainable brands and retailers. By sharing content that emphasizes their environmentally conscious products and practices, they can not only increase their visibility but also establish themselves as a leader in sustainable manufacturing solutions. This approach allows them to engage effectively with like-minded businesses, fostering growth and innovation in the green B2B market.

Additional Tips on Improving Your B2B Business Development 

Here are some additional tips to improve your b2b business strategy. By focusing on these key areas, you’ll be better equipped to navigate the competitive landscape, meet the evolving needs of your clients, and ultimately, drive your business towards success:

9. Identifying Gaps in B2B Business Development

Understanding and addressing gaps in your B2B business strategy is crucial. By pinpointing where your competitors fall short, you can differentiate your offerings, making your business more appealing. This approach not only enhances your B2B development but also solidifies your market position. For instance, if competitors lack personalized customer service, emphasizing this in your strategy can attract clients seeking a more tailored experience.

10. Straightforward Communication

Replacing salesy pitches with direct, solution-focused communication is key. This approach respects the time of B2B buyers and demonstrates that you understand their challenges. By directly addressing how your services can solve specific problems, you build credibility and foster stronger business relationships. Imagine explaining how your product streamlines operations, thereby resonating more effectively with potential clients.

In conclusion, these strategies form the backbone of a successful B2B development approach. By identifying gaps, engaging in research-driven sales development, communicating directly, and planning for the long term, you lay a solid foundation for your business’s growth. Remember, the key to thriving in the B2B arena is not just understanding these principles but effectively applying them to create a robust and dynamic business environment.

11. Long-Term Planning and Reputation Building

Developing a long-term B2B business plan is essential for sustainable growth. A well-structured plan not only guides your day-to-day operations but also helps in building a strong market reputation. By focusing on long-term goals, you position your business as a stable and reliable partner in the industry. Consider a company that consistently delivers quality over years, eventually becoming a go-to in its field.

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Final Thoughts

In this comprehensive guide, we explored various strategies crucial for enhancing B2B business growth.

We particularly highlight the need to understand and adapt to modern B2B buyers’ preferences, noting their tendency for independent research. We suggest sales strategies that revolve around providing helpful information, using sales reps as subject matter experts, and aligning sales and marketing strategies for optimal lead quality and increased revenue.

Furthermore, we concluded with additional tips for improving B2B business strategies: we emphasized identifying market gaps, transitioning from cold-calling to research-based approaches, directly communicating with potential clients, and building a long-term market reputation.

In short, this guide is an essential tool for businesses seeking to refine their B2B development strategies and achieve sustainable growth.

But, in order to master a plan that works specifically for your business requires a touch of experts such as Mediaboom.

We will take care of the entire b2b business development process from beginning to end while offering cutting-edge techniques and digital marketing strategies. 

Contact us today and start seeing results!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.


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