Growth tactics for B2B companies
Practical growth tactics that work for B2B companies: how to run each one, an example, and when it backfires.
- Awareness
Build honest comparison pages
Publish fair "us vs competitor" pages that capture buyers searching for alternatives and help them decide faster.
Impact High Effort Medium + free toolCategories: SEO, Content, Conversion - Awareness
Turn happy customers into case studies
Interview satisfied customers and turn their story into short case studies your sales team can send at the right moment.
Impact High Effort MediumCategories: Content, Sales - Awareness
Use founder-led content on LinkedIn and X as your main B2B channel
Have the founder post useful, opinionated content several times a week so buyers know the company before sales ever reaches out.
Impact High Effort MediumCategories: Social Media, Content - Awareness
Open-source a useful library or tool to reach developers
Release a genuinely useful open-source project related to your product so developers discover, trust and adopt your company through it.
Impact High Effort HighCategories: Content, Partnerships - Awareness
Publish an annual original research report for links and press
Survey your market or analyse your product data once a year, publish the findings, and let journalists and bloggers cite you as the source.
Impact High Effort HighCategories: Content, SEO - Awareness
Build a system that collects customer testimonials continuously
Ask for testimonials at the moments customers feel success, make it a two-minute task, and route the best quotes to your site, ads and sales team.
Impact Medium Effort LowCategories: Customer Research, Content, Conversion - Awareness
Fix how your links look when people share them
Set Open Graph tags and a proper share image so every link to your site shows up as a clear, clickable card.
Impact Medium Effort Low + free toolCategories: SEO, Social Media - Awareness
Get your team sharing from their own profiles
Help employees post about the company in their own voice so your content reaches their networks without feeling like spam.
Impact Medium Effort LowCategories: Social Media, Content - Awareness
Newsjacking: add an expert angle to breaking industry news
When news hits your industry, publish a fast, credible take and offer it to journalists while they are still writing the story.
Impact Medium Effort LowCategories: Content, Social Media - Awareness
Answer questions on Reddit, Quora and Stack Exchange without spamming
Find threads where your buyers ask for help, give genuinely useful answers within each community's rules, and mention your product only when it fits.
Impact Medium Effort MediumCategories: Content, Social Media, Customer Research - Awareness
Get booked as a guest on niche podcasts your buyers listen to
Pitch yourself to small, focused podcasts with the right audience, bring a sharp story, and turn each episode into reusable content.
Impact Medium Effort MediumCategories: Content, Partnerships - Awareness
Get covered by local and trade press with a real story
Find a genuinely newsworthy angle, build a short list of the right reporters, and pitch them a ready-to-use story with proof and access.
Impact Medium Effort MediumCategories: Content, Partnerships - Awareness
Host small in-person meetups for your buyer community
Bring 15 to 40 people in your buyers' role together in one city for talks and conversation, with your team as the host.
Impact Medium Effort MediumCategories: Partnerships, Sales - Awareness
Run a recurring educational webinar series that builds pipeline
Host a monthly webinar on one topic your buyers care about, follow up with attendees by intent, and reuse every recording.
Impact Medium Effort MediumCategories: Content, Email, Sales - Awareness
Run a side event or dinner at a big conference instead of a booth
Skip the expensive expo booth and host a small dinner or side event for hand-picked buyers who are already in town.
Impact Medium Effort MediumCategories: Sales, Partnerships - Awareness
Run co-marketing with a non-competing partner
Team up with a company that serves the same customers to share audiences through a joint webinar, guide or newsletter swap.
Impact Medium Effort MediumCategories: Partnerships, Content - Awareness
Earn spots in credible industry awards and "best of" lists
Find the awards and curated lists your buyers trust, submit strong evidence on time, and use any wins as social proof across your funnel.
Impact Low Effort LowCategories: Content, Partnerships - Acquisition
Let qualified visitors book a demo instantly from your form
Show a calendar right after the demo form so qualified leads pick a time with the right rep in one step, instead of waiting for an email back.
Impact High Effort Low + free toolCategories: Conversion, Sales - Acquisition
Build a free tool your buyers already search for
Ship a small, single-purpose free tool that answers a search your target customers make, and use it to bring qualified visitors to your product.
Impact High Effort MediumCategories: SEO, Content, Conversion - Acquisition
Match each landing page to the ad and audience that sends traffic
Build a separate landing page for each ad group or audience so the headline, offer and proof repeat exactly what made people click.
Impact High Effort Medium + free toolCategories: Conversion, Paid Ads, A/B Testing - Acquisition
Offer startup credits through accelerators and investor networks
Give early-stage startups free credits on your product via accelerators and VCs so they adopt you early and grow into paying customers.
Impact High Effort MediumCategories: Partnerships, Pricing - Acquisition
Protect deliverability before you send cold email
Set up a separate sending domain, authenticate it, warm it up and keep volume low so your outbound emails reach the inbox and your main domain stays safe.
Impact High Effort MediumCategories: Email, Sales - Acquisition
Reach out to prospects when a buying trigger happens
Watch for signals like new funding, key hires or a fresh job title, then send outreach that ties the event to a problem you solve.
Impact High Effort MediumCategories: Sales, Email - Acquisition
Respond to inbound leads within minutes of the request
Route every inbound lead to a person instantly and contact them within minutes, while they still remember why they asked.
Impact High Effort MediumCategories: Sales, Conversion - Acquisition
Build an agency and reseller partner programme that sells for you
Recruit agencies and resellers who already serve your buyers, train them to sell and implement your product, and pay them for the customers they bring.
Impact High Effort HighCategories: Partnerships, Sales - Acquisition
Run account-based marketing on a short list of target companies
Pick a named list of high-value accounts and coordinate ads, content, email and sales touches so each buying group hears one consistent story.
Impact High Effort HighCategories: Sales, Paid Ads, Content - Acquisition
Run founder-led sales to learn your market before hiring reps
Founders take the first sales calls themselves to learn who buys, why they buy and what to say, then write it down before hiring a sales team.
Impact High Effort HighCategories: Sales, Customer Research - Acquisition
Build your presence on G2, Capterra and Trustpilot with real reviews
Claim your review-site profiles, ask happy customers for honest reviews at the right moment, and reply to every review in public.
Impact Medium Effort LowCategories: Customer Support, Conversion - Acquisition
Buy niche newsletter sponsorships and measure what they return
Place ads in small, focused newsletters your buyers read, test them in small batches, and track each placement with its own link and offer.
Impact Medium Effort Low + free toolCategories: Paid Ads, Email, Analytics - Acquisition
Catch leaving visitors with a useful exit offer
Show a single, genuinely helpful offer when visitors are about to leave a key page, and run it as a proper test to prove it adds conversions.
Impact Medium Effort Low + free toolCategories: Conversion, A/B Testing - Acquisition
Protect your brand search terms and bid on competitors carefully
Run search ads on your own brand name to hold the top spot, and target competitor terms with honest ads that respect ad policies and trademark rules.
Impact Medium Effort Low + free toolCategories: Paid Ads, Conversion - Acquisition
Set a UTM naming convention before your next campaign
Agree on how you tag links so your analytics groups traffic correctly instead of splitting it across typos.
Impact Medium Effort Low + free toolCategories: Analytics, Paid Ads - Acquisition
Create lead magnets that people actually want to download
Offer a template, checklist or calculator that solves one specific problem in exchange for an email, then follow up with help that leads to your product.
Impact Medium Effort Medium + free toolCategories: Content, Email, Conversion - Acquisition
Get your brand recommended in ChatGPT and AI search answers
Make your product easy for AI assistants to understand, cite and recommend by publishing clear answers and earning mentions on sources they read.
Impact Medium Effort MediumCategories: SEO, Content, Partnerships - Acquisition
Make short researched cold calls instead of reading a script
Spend a few minutes researching each prospect, open with a specific reason for calling and ask one good question instead of reciting a pitch.
Impact Medium Effort MediumCategories: Sales - Acquisition
Retarget visitors with ads that match what they viewed
Show ads to past site visitors based on the pages they read, with frequency caps and exclusions so you spend on people who are still deciding.
Impact Medium Effort Medium + free toolCategories: Paid Ads, Analytics - Acquisition
Send direct mail to high-value B2B accounts to open doors
Mail a thoughtful, relevant package to a short list of key decision makers and follow up by phone and email so it starts a real conversation.
Impact Medium Effort MediumCategories: Sales - Acquisition
Turn your help docs into a search channel
Write and structure help articles so they rank for the problems prospects search, and use them to bring in new users as well as support existing ones.
Impact Medium Effort MediumCategories: SEO, Content, Customer Support - Acquisition
Warm up B2B prospects on LinkedIn before you reach out
Follow, engage and add value on LinkedIn for a few weeks so your first direct message reaches someone who already knows your name.
Impact Medium Effort MediumCategories: Sales, Social Media - Acquisition
Get customers from app marketplace listings like Shopify and Slack
Build an integration, list it in a partner's app marketplace, and optimise the listing so the platform's users find and install you.
Impact Medium Effort HighCategories: Partnerships, SEO, Conversion - Acquisition
Turn a trade show booth into qualified pipeline
Book meetings before the show, qualify visitors at the booth and follow up within days so your trade show spend turns into real sales conversations.
Impact Medium Effort HighCategories: Sales, Partnerships - Acquisition
Use a Chrome extension as a customer acquisition channel
Ship a small, single-purpose browser extension that solves a real problem where people work, then lead active users toward your main product.
Impact Medium Effort HighCategories: SEO, Conversion, Onboarding - Activation
Add an onboarding checklist that ends at activation
Give new users a short in-app checklist where every step leads to the one action that predicts they will stay.
Impact High Effort MediumCategories: Onboarding - Activation
Define your activation metric before you redesign onboarding
Find the early action that separates users who stay from users who leave, then build onboarding around getting people there.
Impact High Effort MediumCategories: Onboarding, Analytics - Activation
Offer free data import to remove switching costs
Move new customers' data from their old tool for them so the biggest reason not to switch disappears.
Impact High Effort MediumCategories: Onboarding, Sales, Customer Support - Activation
Test your free trial length instead of guessing
Run a controlled test of different trial lengths, including a reverse trial, and pick the one that produces the most paying customers.
Impact High Effort Medium + free toolCategories: Pricing, A/B Testing - Activation
Offer white-glove onboarding to your highest-value accounts
Give large or strategic new accounts setup calls, data migration and done-for-you configuration, so they reach value fast and expand instead of stalling.
Impact High Effort HighCategories: Onboarding, Customer Support, Sales - Activation
Send a welcome sequence based on what users do
Replace a fixed drip of welcome emails with a short sequence that reacts to each user's actions and nudges them toward their first result.
Impact Medium Effort LowCategories: Email, Onboarding - Activation
Add staffed live chat to your pricing and checkout pages
Put a real person in chat on pricing and checkout pages to answer last-minute questions that would otherwise stop a purchase.
Impact Medium Effort MediumCategories: Conversion, Sales, Customer Support - Activation
Let prospects try a demo before they sign up
Offer an interactive demo or sandbox filled with sample data so visitors can see the product work before they hand over an email.
Impact Medium Effort MediumCategories: Conversion, Onboarding - Activation
Use progressive profiling to collect user data over time
Ask for one or two details at a time, at moments when they make sense, instead of front-loading a long form that scares people off.
Impact Medium Effort MediumCategories: Conversion, Onboarding, Email - Retention
A 90-day renewal playbook for annual SaaS contracts
Start every annual renewal 90 days early with a health check, a value recap and a clear proposal, so no contract is decided at the last minute.
Impact High Effort MediumCategories: Sales, Customer Support - Retention
Build a simple customer health score
Combine a few usage and relationship signals into one score per account so you can spot customers at risk of churning while there is still time to help.
Impact High Effort MediumCategories: Analytics, Customer Support - Retention
Recover failed card payments before they become churn
Combine smart retries, card updates, dunning emails and a short grace period to win back customers whose payments fail by accident.
Impact High Effort MediumCategories: Email, Pricing - Retention
Run quarterly business reviews that keep key accounts renewing
Meet your largest customers every quarter to review results against their goals, agree next steps and spot renewal risks early.
Impact High Effort HighCategories: Customer Support, Sales - Retention
Reach out before customers hit problems
Watch for errors, stuck setups and usage drops, and contact customers with help before they have to ask for it.
Impact Medium Effort MediumCategories: Customer Support - Retention
Run an NPS survey and close the loop on every response
Ask customers the NPS question, then follow up with each detractor, passive and promoter so the score turns into saved accounts and fixes.
Impact Medium Effort MediumCategories: Customer Research, Customer Support - Retention
Start a customer advisory board to shape your roadmap
Invite a small group of engaged customers to meet a few times a year, review your plans and help decide what you build next.
Impact Medium Effort HighCategories: Customer Research, Sales - Revenue
Offer an annual plan with a clear discount
Give customers a reason to pay for a year up front. You get cash today and fewer chances for them to churn.
Impact High Effort LowCategories: Pricing - Revenue
Build three pricing tiers that point to the middle
Design good, better and best plans so the middle tier looks like the obvious choice for most buyers.
Impact High Effort Medium + free toolCategories: Pricing, Conversion - Revenue
How to raise prices for existing customers without losing them
Raise prices on current customers with clear notice, a reason tied to value, and grandfathering or lock-in options that soften the change.
Impact High Effort MediumCategories: Pricing, Email - Revenue
Show upgrade prompts when users hit a limit
Put a clear, helpful upgrade offer in front of users at the exact moment their plan stops them from doing something.
Impact High Effort Medium + free toolCategories: Pricing, Conversion, Onboarding - Revenue
Add a usage-based component to your pricing
Charge part of the price by a usage metric that grows with the value customers get, while keeping bills predictable.
Impact High Effort HighCategories: Pricing - Revenue
Choose a value metric for pricing that grows with your customers
Price on the unit that tracks the value customers get, such as active users or contacts, so revenue grows as they succeed.
Impact High Effort HighCategories: Pricing, Customer Research - Revenue
Find product-qualified leads and route them to sales
Score free and trial accounts on usage signals, then have sales reach out to the ones already getting value and showing buying intent.
Impact High Effort HighCategories: Sales, Analytics - Revenue
Land in one team, then expand across the whole company
Win a small first deal with one team, prove results, then use that team's success to spread to other departments and larger contracts.
Impact High Effort HighCategories: Sales, Pricing - Referral
Prompt users to invite teammates at the right moment
Ask for teammate invites when a user has something worth sharing, such as a finished draft or a task that needs someone else, instead of on the first screen.
Impact High Effort MediumCategories: Onboarding, Conversion - Referral
Co-sell with partners whose customers overlap with yours
Find companies that sell to the same buyers, map shared accounts, and work deals together so each side brings warm introductions.
Impact High Effort HighCategories: Partnerships, Sales - Referral
Launch an affiliate program for creators and partners
Pay creators, consultants and partners a commission for customers they send, with clear tracking, terms and fraud checks.
Impact Medium Effort High + free toolCategories: Partnerships, Sales
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