How to find B2B clients: 9 proven strategies for growth

Finding and winning over new clients can be difficult for any business, but it can be trickier for business-to-business companies as this can require more targeted strategies for success. 

We explore the many strategies to attract new B2B clients in 2025.

B2B and B2B clients explained 

A business-to-business (B2B) company sells products and services to other businesses. This differs from a business-to-consumer (B2C) firm, which sells to individual consumers.  

So, as B2B clients are businesses that’ll benefit from your products and services, they require different approaches compared to marketing to individuals. 

What strategies can a company use to find B2B clients? 

Many strategies can be used to find B2B clients. It’s worth considering which methods will likely be most successful for your company.  

1. Use LinkedIn 

LinkedIn is a great start for any company looking to attract clients and can be used in various ways, including: 

• Sharing specialist content: If you understand the clients your company hopes to find, as well as their goals and challenges, you can create specialist content offering solutions or answers. By creating informative and insightful content, you can establish your firm as a trustworthy and authoritative source.

• Join relevant LinkedIn groups: These groups can help you share unique insights and discuss industry news and trends. 

• Using ads to promote content: You can use LinkedIn ads to promote your content to a targeted audience that works in the same (or relevant) industries and shares similar interests.  

• Contacting potential clients:  If there are any potential clients on LinkedIn, you can get in touch directly, but you should explain why and how your firm can help them. You can mention any content they may have commented on or shared connections to help build a professional relationship instead of focusing on selling products and services. 

LinkedIn is a useful way to find B2B clients, but it requires a lot of interaction and sharing of insights and content, which can be time-consuming. 

It’s worth having a plan in mind and understanding who your ideal target client is to ensure your message is clear, concise, and engaging.  

2. Create high-quality and SEO-friendly content 

It’s easy to overlook the power of high-quality content and the benefits of search engine optimisation (SEO), but it’s worth considering. 

With your ideal client in mind, your company should create content that addresses any questions and challenges they face. Your content should add value by answering questions, educating the audience, offering solutions, and integrating keywords to improve visibility. 

High-quality content should not be limited purely to articles – consider creating white papers and sharing case studies and videos. Strong content helps your audience and demonstrates the company’s knowledge and expertise, boosting the brand’s image.  

It’s vital your firm focuses on unique content and has a compelling call to action (CTA) to encourage potential clients to share content via relevant social media platforms and ultimately get in touch.  

You should also track how effective your content is by looking at the position in Google, how many are engaging with the CTAs, sessions, and other metrics. 

Refining your content is essential. SEO efforts can take time to yield results, so this strategy is more long-term and time-consuming than others on this list. 

3. Host or attend industry events  

It may seem overwhelming, but hosting an event can be a great way to draw in potential clients. For example, you could host an event to share insights and trends with your industry peers. 

Alternatively, you can attend an event or conference to share your expertise or host a booth, which provides a valuable opportunity to interact with potential clients and network.  

4. Host a webinar or start a podcast 

If speaking at an event isn’t for you, hosting a webinar can help you find new clients. You should ensure your webinar is focused on topics that interest your target audience and include practical and valuable insights and solutions. 

Webinars can help your firm establish itself as a thought leader with expertise to share. You can also promote your products and services as the solution to issues potential B2B clients face.  

After the webinar, you can share a recording with the attendees and use it as inspiration for other content, as well as follow up with any interested or engaged participants.  

Alternatively, a podcast can be a compelling way to interact with industry peers by discussing trends and interviewing guests (including potential clients) for their insights.  

While all of these can be useful for attracting B2B clients, they require a lot of preparation and, in some cases, investment, such as equipment for a podcast. 

However, webinars or podcasting may yield positive results in the long term. 

5. Create a newsletter or email strategy 

Building a newsletter or email strategy is a lot of work. However, if you have high-quality content to share, it becomes a bit easier, as you can encourage people to sign up via articles and distribute content. 

The key to an effective newsletter or email strategy is sharing content that your audience finds useful, whether it’s educational articles, webinars, infographics, or videos. 

In some cases, you can encourage signups to your newsletter by making some content, such as whitepapers, accessible only to those who sign up. 

With a newsletter, you should think carefully about how many you want to send and focus on providing valuable information, while with marketing emails, you can highlight your firm’s products and services.  

Newsletters and emails can be time-consuming, and to get the most out of this strategy, you’ll need to track relevant metrics, refine your mailing list regularly, and be open to improvements based on feedback. You may also need to pay for email distribution software.  

6. Consider strategic partnerships 

Being open to partnerships could draw in customers. For example, some firms may want to do a sponsored post on your site for visibility, be part of a podcast, or promote your business via affiliate links. 

With affiliate links, a business may promote your products and services and receive payment through a pre-determined model.  

However, it’s important to think carefully about who you partner with, how they align with what you offer, and whether their audience is similar to yours. 

Some partnership programmes can incur costs, so it’s good to have a clear idea of this beforehand, as well as ensure you meet regulatory requirements. 

7. Work with an influencer 

An influencer could help your company reach its target audience, although some caution is advised. 

It’s worth asking: 

• Does this influencer align with your company’s desired audience and values? 

• What is their potential reach and engagement? 

• Do they understand your company’s products and services?

• Are they qualified to promote your company? 

The last question is particularly important, especially if you own a financial firm. The Financial Conduct Authority (FCA) has been taking action against ‘finfluencers’ who may be promoting financial products illegally. 

8. Develop a referral programme 

It’s a good idea to encourage existing clients to recommend your firm’s products and services to their network.  

You can ask existing clients to leave positive reviews, ask for a testimonial you can put on your website, or even set up a referral programme. 

According to the networking platform ReferReach, 86% of B2B companies with a referral programme experience growth, and the use of referrals significantly impacts sales for over 55% of businesses.  

However, referral programmes can involve investment, depending on how the referrals work.  

9. Advertise 

A more traditional route is to use advertising, whether in print or online, including search engines and social media sites that can reach countless users. 

Where your company chooses to advertise will depend significantly on your desired audience, so it’s worth having this in mind. 

It’s also worthwhile ensuring other elements are in place, such as your content, keywords, ad copy, and any landing pages. 

However, advertising can be expensive, so tracking performance can help decide whether advertising drives the desired results.  

Work with Unbiased 

Growing a B2B company can be challenging in the long run, but many of the strategies outlined above can help.  

With Unbiased, you’ll receive pre-verified leads and all the tools you need to convert them straight to your inbox.   

Let Unbiased Pro help you grow your business.