Top Tips to Attract More Corporate Clients for Your B2B Company

Generating leads for business-to-business is complex, to say the least. This is especially true for brands in their fledgling stages. Despite giving your all, it might feel at times that your sales pipeline is drier than parched land.

After all, convincing B2B decision-makers (even those showing strong buying signals) is not easy. However, in 9 out of 10 cases, the reason for this is that B2B marketers jump right into selling. However, most marketers fail to understand that business-to-business transactions are built on the foundations of solid relationships.

So, are you wondering how to get corporate clients for your business? Start by fostering a bond with no agendas. Make your case so compelling and the conclusion so open-ended that your prospects feel the freedom of choice. But, at the same time they also understand that you’re the best choice in the market!

Easier said than done? Read on for top tips on how to get corporate clients.

#1. The Simpler the Offering, the Better

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The modern-day world already offers too many options to your corporate clients. Simplicity has become the most incredible luxury, so give your audience nothing less! Below are a few tips on doing the same.

• Ensure your website is easy to navigate. If too much is going on, your audience might feel overwhelmed and leave. Give them room to breathe, so let go of tempting wild graphics and keep the interface simple.
• Make all provisions online for building a quote. You can use a flowchart and spreadsheet for the same. This will reduce the hassle of going back and forth between the buyer and the sales staff.
• Make the path of purchase easy. For instance – one way to do this is to showcase products on the Home Page so buyers can easily add them to their carts. Ensure the checkout process is easy and straightforward, not involving too many steps.

#2. Never Forget the Human Touch

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How to get corporate clients in B2B? Offer them the human touch!

In the B2C world, self-service and automation reign supreme. However, the opposite is true when it comes to B2B marketing. Most marketers consider B2C to be the domain for going through the (e)motions, but B2B buyers are also human.

As such, they’re equally affected by the fear of missing out, aspiration, excitement, etc. So, you should think beyond just the “Hi [First Name]” for emails. Jump onto the bandwagon of Account Based Marketing (ABM), wherein you can segment your audience based on shared characteristics like geographical location, job title, gender, etc. In this manner, you’ll be able to create personalized content.

For instance – If you find out that one of your prospects is a big movie buff, why not send them a poster of their favorite star along with a personalized note? You can’t imagine the impact this can make!

Other than this, ensure you offer your target audience tailored experiences. After all, if Amazon can give accurate recommendations and Netflix can keep you binging for hours, you can also circulate your eBooks, videos, infographics, blog posts, and other resources so that your audience has no choice but to do so to pay attention. Gather valuable data, leverage its power, and keep it human!

#3. Establish Your Brand as a Thought Leader

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The easiest answer on how to get corporate clients is to establish your brand as a thought leader in the industry – this is non-negotiable. This approach involves creating valuable content that places your brand as an expert in its field. Gradually, other companies will come to trust your business and its offerings.

However, this seems easier said than done because building trust is not that easy. So, start by figuring out a niche in which you’re an expert. Given below are some helpful tips you can follow to generate valuable thought leadership content –

• Identify your target groups and get to know what exactly they’re asking for. For this, you can create ideal buyer personas to address each pain point through a different content strategy.
• Interview your existing customers about their challenges, what content format they prefer the most, etc. Then create content that resonates with your audience groups. Choose the content voice and tone correctly.
• Build a solid social media presence. Promote regular thought-provoking content across various platforms, and eventually, you will see relevant leads engaging and interacting with your brand.
• Keep an eye on your competitors and what they’re doing. Take cues from their thought leadership strategies, look for gaps, and fill them!
• Identify subject matter experts within your team. They will be able to explain the effectiveness of a particular product or service with high credibility.

#4. Use a Lead Magnet

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If you wanted to attract moths, you’d need a burning flame; similarly, you need solid lead magnets to attract B2B clients. These are valuable means to attract leads, encouraging them to share their contact information in return for a digital asset. Lead magnets can help you build a solid email list.

However, you can also contact a reliable third-party data provider for a custom B2B email list.

So, how to get corporate clients with a lead magnet?

• Keep it Relevant – Ensure the content you choose as a lead magnet is on-topic. This means the reader shouldn’t have to get an idea of what you’re offering by looking at the CTA. From the intro itself, make it clear what the content is about.
• Solve a Problem – Your prospects have specific pain points that they’re looking to solve. Conduct surveys, ask relevant questions, know their pain points and solve problems through extensive guides, eBooks, case studies, etc.
• Make it Easily Accessible – Besides having clear value for the readers, your lead magnet should be easy to read and understand.
• Simplicity is the Best Policy – The content in the lead magnet should be simple, addressing pain points from the get-go. The harder your audience has to dig through to find what they’re looking for, the faster they will lose interest!

#5. If You Have a Great Product, Show it Off!

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Well, this can come across as tricky in the sense that B2B marketers are often encouraged to promote without being promotional. And that is right; you should be so subtle in your marketing that your audience feels at home in getting to know your brand.

What this means is that simply reading about your offerings may not give your audience a clear picture of the benefits they can derive. This is especially true if yours is a novel offering. So, give them a little sneak peek!

Product demos and other educational videos go a long way in engaging your audience. In fact, Wistia discovered that nearly 96% of their clients used the explainer video to learn more about their offering! This brings good tidings for you. Here are some ideas on how to get corporate clients with video content –

• Do what Adobe did – spin your product story on its head; create a world without your product to highlight how indispensable it is!
• Don’t be afraid to break the stereotypes – play around with the format and think out of the box.
• Like Slack, show and don’t tell – Connect with recent clients and ask them to share their experiences one-on-one.
• Perhaps ditch all of the above and take the route of Hootsuite – Use a simple voiceover and some playful graphics to get your message across.
• You can take cues from HubSpot and keep it all compellingly simple and straightforward – just a video of someone from your team breaking down exactly how the product works.

Wrapping Up

B2B buyers are elusive and often hard to attract and engage with.. Follow the steps mentioned above, and additionally, you can ask your existing customers for referrals, optimize your SEO strategies, and reserve a booth at a relevant trade show to network and expand outreach.

Even if yours is a small business, stay confident in the value you have to offer, be authentic and transparent and you will have relevant leads pouring in!