Alright, let’s talk about something we all struggle with – reaching out to other businesses.

It’s kind of like asking someone out on a first date, right?

It’s that mix of excitement and nerves, wondering if they’ll be interested, if they’ll see the value in what you’re offering.

You want to make a good impression, say the right things, and hopefully, get that second date (or in our case, a meeting), or in the best case get into a relationship (in one you get more money out of your pocket and in another more money into your pocket).

Jokes aside, in 2024, this dance of connection has its own set of rules.

B2B buyers are more picky and are doing a lot more research.

In most cases, by the time you contact them. they already have a good idea of what they want, so, how to reach out to them in a way that is effective and one that will bear the most fruit?

That’s what we’ll be talking about today.

Think of each outreach method as a different way to ask for that first date.

Will you go for the classic dinner and a movie, aka a well-crafted cold email?

Or maybe a spontaneous coffee, symbolizing a quick, friendly call?

But here’s the real kicker:

It’s not just about getting them to say yes to that first meeting or the message.

It’s about building a relationship, step by step, that will eventually lead to the outcome you want.

In the following sections, we’ll explore the seven ways to reach out to B2B customers in 2024. From cold emails that warm their hearts to LinkedIn messages that strike the perfect tone, we’ve got you covered.

So, let’s dive in and turn those nervous first hellos into confident handshakes and successful partnerships.


In this blog, we’re going to cover the essentials of reaching out to B2B customers in 2024.

We’ll delve into seven key strategies that will elevate your outreach game.

From the art of crafting engaging cold emails to the strategic use of LinkedIn, we’ve got a spectrum of marketing tactics that cater to every style of business communication.

Expect tips on making your cold calls less cold and your content marketing more captivating.

We’ll also explore the power of webinars and online events, the impact of targeted email marketing campaigns, and the timeless value of networking at industry events and trade shows.

By the end of this blog you’ll have a toolbox filled with practical, effective marketing and sales methods to not only reach out to your B2B clients but to build lasting, profitable relationships with them.

So, let’s jump in and turn those outreach challenges into opportunities for growth and connection!

What is B2B Outreach?

B2B outreach is pretty straightforward. It’s the process where businesses reach out to other businesses.

Think of it like making new friends in the business world.

But instead of just hanging out, you’re looking to build relationships that benefit both your company and theirs.

And no, It’s not about bombarding them with sales pitches.

It’s more about understanding:

– who you’re talking to,
– what they need,
– and how your product or service can help them.

You’re not just pushing a product, you’re offering a solution to their problems, a way to make their work life easier or more profitable.

In essence, B2B outreach is building bridges between businesses.

It’s about creating relationships that are beneficial for both sides.

Whether it’s through emails, phone calls, social media, or face-to-face meetings, it’s all about making meaningful connections in the business world.

When you get it right, it’s a win-win for everyone involved.

How To Reach Out To B2B Customers?

Now that we’ve got a handle on what B2B outreach is, let’s talk about the ‘how.’

Reaching out to B2B customers isn’t a one-size-fits-all game.

It’s about finding the right approach that clicks with your target audience.

In the next sections, we’ll explore various ways to make that connection, each with its own flavor and style.

From the classic approach of cold emailing to the modern twists of social media marketing, we’ve lined up a range of sales and marketing strategies that cater to different tastes and preferences in the business world.

Let’s dive into these methods and find out which ones could work best for your business.

Way #1 Cold Email

Cold Email - how to reach out to b2b customers

Cold emailing is a classic in the world of B2B outreach, and for good reason.

It’s like sending a digital handshake to a potential business partner.

The beauty of cold emailing lies in its simplicity and directness.

You reach out to someone new, introduce your business, and express how you can be of help to them.

Why it Works

Think about it: inboxes are personal spaces.

When you send an email, you’re stepping right into someone’s daily routine.

Studies show that even with the rise of other communication platforms, professionals still prefer email for business communication.

In fact, a study by Sopro found that 77% of B2B buyers prefer communication via emails, which is more than double compared to any other channel, and a report by HubSpot revealed that 43% of salespeople name email as the most effective sales channel.

Pretty awesome stats, right?

How to Use it

1. Personalization is Key: Start by personalizing your emails. Use the recipient’s name, mention their company, and refer to a recent achievement or a challenge they might be facing. This shows you’ve done your homework.

2. Keep it Short and Sweet: Get straight to the point. Your email should be easy to read and understand. A concise, clear message respects the potential customer time and increases the likelihood of a response.

3. Provide Value: Offer something of value. It could be an insightful piece of content, a free trial, or a solution to a specific problem your potential clients might have.

4. Clear Call to Action: End with a clear call to action. What do you want prospects to do next? Schedule a call, visit your website, or reply to your email? Make it easy for them to take the next step.

Expert Tips

  • Timing Matters: Send your emails at a time when potential clients are more likely read them. Research suggests that Tuesdays and Thursdays are the best days for sending B2B emails.
  • Follow-Up is Crucial: Don’t be discouraged if you don’t get a reply immediately. A gentle follow-up email can work wonders. But remember, there’s a fine line between being persistent and being pushy. Push too much and you’ll push prospective clients away.
  • Test and Tweak: Experiment with different subject lines, email lengths, and content styles. Use A/B testing to see what resonates best with your audience.

Remember, cold emailing is not just about making a sale.

It’s about starting a conversation, building a relationship, and ultimately creating a partnership with customer that benefits both sides.

Way #2 Cold Calls

Cold calling might seem a bit old school, but it’s still a powerful way to reach B2B customers.

It’s all about picking up the phone and making a direct, personal connection.

Think of it like knocking on someone’s door:

– it’s immediate,
– it’s personal,
– and it gets straight to the point.

Why it Works

Voice has a way of conveying sincerity and urgency that text just can’t match.

A well-timed, well-executed call can not only grab attention of your potential customer but also spark interest in a way that emails might not.

According to a study by Zippia, 49% of customers prefer that initial contact be made via cold call, and 82% of customers say they have accepted meetings with salespeople after a series of contacts beginning with a cold call.

How to Use it

1. Be Prepared: Know who you’re calling, understand their business, and have a clear idea of what you can offer them. This preparation makes the call more relevant to the potential customer on the other end. (Good CRM can help with this!)

2. Create a Script, But Don’t Stick to It Religiously: Have a script as a guideline, but be ready to go off-script. The goal is to have a conversation with the lead, not deliver a monologue.

3. Listen More Than You Talk: Use the call to learn about the potential customer needs and challenges. The more you understand them, the better you can tailor your offering.

4. Mind the Time: Be respectful of the leads time. Keep the call short unless the conversation naturally extends.

Expert Tips

  • Quality Over Quantity: Rather than making a large number of calls, focus on making a few high-quality calls each day. This allows you to invest more time in each lead and increases the chances of converting them to paying clients.
  • Follow-Up is Key: If the call goes well, follow up with an email summarizing what was discussed and the next steps. This keeps the momentum going.
  • Handle Rejection Gracefully: Not everyone will be interested, and that’s okay. Thank them for their time and move on. Remember, each call is a learning opportunity.

Cold calling in 2024 might feel a bit retro, but it’s all about human connection.

It’s about using your voice to make an impression, build a relationship, and show that you’re not just another faceless business, but a team of people ready to help.

Way #3 Content Marketing

Content marketing might seem like a bit of a curveball in a list of outreach strategies.

It’s true, it doesn’t fit the classic “outreach” mold since you’re not reaching out directly, but rather ‘passively.’

However, it’s an incredible marketing strategy for drawing in B2B customers in a subtle, yet effective way.

Why it Works

Content marketing is all about creating valuable, relevant content that draws people in.

They come to you because you offer them something they need – information, insights, solutions.

According to the Content Marketing Institute, content marketing generates over three times as many leads as outbound marketing and costs 62% less.

That’s a significant impact on lead generation, sales, and revenue.

How to Use it

1. Understand Your Audience: Know who you’re writing for. What are their pain points? What questions are they asking? Tailor your content to address these points.

2. Quality Over Quantity: It’s better to have fewer pieces of high-quality content than a lot of mediocre ones. Invest in well-researched, well-written content that positions you as an authority in your field.

3. Diverse Formats: Blogs, videos, infographics, whitepapers – mixing up your content formats keeps things fresh and caters to different preferences.

content marketing formats


4. SEO-Friendly: Make your content easy to find. Use SEO best practices to ensure your content ranks well in search results.

Expert Tips

  • Consistency is Key: Regularly update your content. Consistency keeps your audience engaged and helps with SEO.
  • Engagement Matters: Encourage interaction. Ask for comments, feedback, and questions. Engage with your audience to build a community around your brand.
  • Track and Analyze: Use analytics to track the performance of your content. What’s working? What’s not? Use these insights to refine your content marketing strategy.

Content marketing in B2B isn’t about a hard sell.

It’s about building trust, establishing authority, and providing value.

When done right, it not only attracts potential customers but also nurtures a long-term relationship with them.

Way #4 LinkedIn

LinkedIn is like the town square for professionals and businesses.

It’s where connections are made, partnerships are formed, and deals are struck.

With over 1 billion members, LinkedIn stands as the most popular social network for business owners and professionals.

It’s a goldmine for B2B outreach, offering a direct line to decision-makers and influencers in almost any industry.

Why it Works

LinkedIn is designed for business networking and marketing. It’s a platform where professionals expect to connect, learn about new opportunities, and discuss industry trends. This makes it a respectful and relevant place to reach out to potential B2B customers.

How to Use it

1. Optimize Your Profile: Your profile is your digital business card. Make it professional, up-to-date, and reflective of your expertise. A well-crafted profile can be the deciding factor in whether a potential client engages with you or not..

2. Personalize Connection Requests and InMails: Generic messages get ignored. Personalize your requests by mentioning a mutual connection, a recent post they’ve made, or specific interests that align with the potential customer profile.

3. Learn to Use Search Functions: LinkedIn’s search features allow you to find exactly the kind of professionals or companies you’re looking to connect with. Use LinkedIn filters to narrow down your search to the most relevant B2B prospects.

4. Leverage LinkedIn Sales Navigator: This tool takes LinkedIn marketing to the next level. It offers advanced search capabilities, lead recommendations, and insights that can help you target the right prospects more efficiently.

Expert Tips

  • Engage Regularly: Post content, comment on others’ posts, and participate in group discussions. Regular engagement boosts your visibility and establishes you as an active member of the community.
  • Track and Analyze Engagement: Use analytics to see how people interact with your content. Understand what works and refine your marketing approach based on these insights.
  • Build Relationships, Not Just Contacts: LinkedIn is not just a numbers game. Focus on building meaningful relationships with your connections. The quality of connections often trumps quantity in the B2B world.

Using LinkedIn for B2B outreach is about more than just adding connections and sending bunch of sales pitches.

It’s about engaging in meaningful ways, showcasing your expertise, and creating lasting relationships that can turn into fruitful business opportunities.

Way #5 Webinars and Online Events

Webinars and online events - how to reach out to b2b customers

Webinars and online events have become a staple in the B2B world, especially in recent times.

They’re like virtual seminars, bringing together professionals from across the globe to learn, share, and connect.

This format offers a unique opportunity to showcase your expertise, provide value, and engage directly with a targeted audience.

Why it Works

Webinars and online events allow you to demonstrate your knowledge and industry leadership in a live setting.

It’s an interactive platform where you can address problems, offer solutions, and answer questions in real-time.

This interaction builds credibility and trust with potential B2B customers.

According to a study by GoToWebinar, 73% of B2B marketers and sales leaders say webinars are the best way to generate high-quality leads.

How to Use it

1. Choose Engaging Topics: Your webinar’s success hinges on the topic you choose. It should be relevant, timely, and of interest to your target audience. Think about current challenges or trends in your industry.

2. Promote Effectively: Use email, social media, and your website to promote your event. Don’t forget to tap into your existing contacts and invite them personally.

3. Engage Your Audience: Keep your audience engaged with interactive elements like polls, Q&A sessions, and live demonstrations. The more interactive your event, the more memorable it will be.

4. Follow-Up After the Event: Send a thank-you email to attendees with key takeaways, additional resources, or a call-to-action, like scheduling a one-on-one meeting or a demo.

Expert Tips

  • Practice Makes Perfect: Rehearse your presentation to ensure a smooth delivery. Technical glitches or awkward pauses can detract from your message.
  • Leverage Guest Speakers: Collaborate with industry experts or influencers as guest speakers to broaden your event’s appeal.
  • Record and Repurpose: Record your webinar for those who couldn’t attend live. You can also repurpose the content into blog posts, infographics, or short video clips.

Webinars and online events in the B2B are about more than just sharing information.

They’re about creating an interactive experience that builds trust, showcases your expertise, and opens the door to new business relationships.

Way #6 Email Marketing Campaigns

Alright, let’s talk email marketing campaigns.

You might be thinking, “Wait, doesn’t everyone have a newsletter these days?”

True, inboxes are often flooded with all sorts of newsletters and promotions, but here’s the twist: a well-executed email marketing campaign can still be a game-changer in reaching out to B2B customers.

Why it Works:

Despite the clutter, email remains one of the most effective ways to reach and engage your audience.

It’s personal, direct, and, when done right, incredibly informative.

According to HubSpot, email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available.

How to Use it:

1. Segment Your Audience: Not all your recipients are the same. Segment your email list based on criteria like industry, company size, or interest. This allows you to tailor your messages to specific groups, making them more relevant and effective.

2. Craft Compelling Content: Your content should be engaging, informative, and valuable. Whether it’s industry insights, company updates, or product information, make sure it’s something your audience will find useful.

3. Strong Subject Lines: Your subject line is the first thing recipients see. Make it catchy, clear, and compelling to encourage them to open the email.

4. Call-to-Action (CTA): Every email should have a clear CTA. Whether it’s to download a whitepaper, register for a webinar, or schedule a demo, make it clear what you want the reader to do next.

Expert Tips:

  • Test and Optimize: Use A/B testing for subject lines, content, and CTAs to see what works best. Track open rates, click-through rates, and conversions to continually refine your approach.
  • Timing is Everything: Pay attention to when you send your emails. Certain days of the week or times of day might yield better open rates and engagement.
  • Avoid Spam Traps: Ensure your emails are compliant with spam laws. Use opt-in lists, and give recipients an easy way to unsubscribe.

In the crowded world of email, standing out is key.

A thoughtful, well-targeted email marketing campaign can cut through the noise, deliver value, and create meaningful connections with your B2B customers.

Way #7 Networking at Industry Events and Trade Shows

Networking at industry events and trade shows is like being in the heart of where business happens.

These events are marketplaces of ideas, products, and potential partnerships.

They’re your chance to step out from behind the digital curtain and make face-to-face connections that can transform into solid business relationships.

Why it Works

In-person networking has a unique charm that virtual connections can’t quite replicate.

The power of a handshake, the directness of eye contact, and the immediate feedback of a live conversation can create a lasting impression.

According to a study by Forbes, 85% of people say they build stronger, more meaningful business relationships during in-person business meetings and conferences.

How to Use it

1. Be Prepared: Before the event, know who will be there and who you want to meet. Have a clear goal for each interaction, whether it’s to introduce your company, learn about trends, or discuss potential collaborations.

2. Elevator Pitch Ready: Have a concise, compelling pitch about your business ready. You’ll often have just a few minutes to make an impact, so make it count.

3. Listen and Engage: Networking is a two-way street. Show genuine interest in what others have to say. Ask questions, listen actively, and engage in meaningful discussions.

4. Follow-Up Post Event: Collect business cards and make notes. After the event, reach out with personalized messages to those you met. This can help cement the connection and open doors for future interactions.

Expert Tips:

  • Quality Over Quantity: It’s not about how many people you meet but how well you connect with them. Focus on building quality relationships rather than collecting a stack of business cards.
  • Leverage Social Media: Use social media to announce your presence at the event, connect with attendees beforehand, and follow up afterward.
  • Stay Visible: Participate in discussions, ask questions during sessions, or even consider speaking or sponsoring part of the event to increase your visibility.

Networking at industry events and trade shows is all about making real, human connections.

It’s a chance to represent your brand in person, to be more than just an email or a LinkedIn profile.

These events offer a unique opportunity to build trust, understand your industry better, and potentially find your next great business opportunity.

What Should You Consider When Reaching To B2B Customers?

If you’ve been diving into the world of reaching B2B customers, you’ve likely heard the debate: quality or quantity of leads – which one wins?

Let’s cut to the chase – in the today’s world of B2B sales and marketing, you need a balance of both.

It’s like having a basket of apples; you want it full, but you also want the apples to be good quality. A hefty number of leads is great, but if they’re not the right fit for your business, they won’t help you grow.

What does this mean for your outreach strategy?

First, it’s about building a substantial pool of potential customers. (Worthwhile read: How many sales leads do you need in 2024)

Then, it’s equally crucial to ensure these leads are well-suited to your product or service.

This dual focus is what makes the difference between a strategy that merely looks good on paper and one that actually delivers results.

Finding that balance can be a challenge.

You might come across the perfect lead company profile and even track down the key decision-makers.

But what next? How do you move beyond the surface level to truly understand and engage these prospects?

This is where the approach shifts from mere collection to insightful connection.

It’s about leveraging the right tools and tactics to not only identify potential leads but also to gain deeper insights into their needs, challenges, and business goals.

How can ZeroIn Help you with reaching your Sales Goals?


ZeroIn is more than just a tool, it’s a game-changer for finding and reaching out to the right B2B customers. Designed to work with LinkedIn, it helps you find business emails and get the data you need to make your lead generation really effective. Here’s why it’s a great choice for your sales strategy:

1. Reliable, Detailed Data for Successful Campaigns: ZeroIn gives you more than just names and emails. It offers clean, verified data that’s ready to use. This means your emails and marketing efforts are more likely to hit the mark.

2. Stays on the Right Side of Data Laws: With ZeroIn, you don’t have to worry about data privacy issues. It follows GDPR rules, so you know you’re collecting customer data the right way.

3. Trustworthy Information for Better Outreach: ZeroIn is accurate – really accurate, like 98% accurate. This means you can rely on the information it gives you to plan your sales outreach.

4. Loads of Useful Info for a Full Picture: ZeroIn doesn’t just give you basic details. It gives you a whole bunch of information about leads and companies, which helps you tailor your approach to each potential customer.

5. Big Database for Lots of Options: With ZeroIn, you get access to a huge database with over 200 million contacts! This means you’ve got a better chance of finding the perfect leads for your business.

In the fast-paced world of B2B sales, ZeroIn isn’t just handy, it’s essential.

It helps you go from just finding someone’s name to really understanding them and what they need.

When you’re well-informed, you can reach out in just the right way, turning potential leads into actual customers.

Want to step up your B2B sales game?

Give ZeroIn a try and see why so many sales and marketing pros wouldn’t do their job without it!



So, we’ve walked through seven solid ways to connect with other businesses in 2024.

It’s been quite a trip, but here’s what it all really boils down to: it’s not just what you do, it’s how you do it.

It’s about being real, being you, and offering something that matters.

At the heart of it all, it’s the personal touch that counts.

Every email, call, or handshake is a chance to show you’re more than just another business, you’re a team of people who care and understand.

That personal connection is what turns a simple contact into a lasting business relationship.

As you go out and try these sales and marekting strategies, think of each one as a chance to make a real difference, to someone else’s day, their business, their goals. And maybe, just maybe, ask yourself this:

How can you make your next outreach not just another message, but a memorable moment for someone on the other side?

That’s the kind of thinking that changes the game, that leaves a mark, that makes your business the one they’ll remember.


What is B2B Outreach?

B2B outreach is the process of businesses reaching out to other businesses.

How To Reach Out To B2B Customers?

Here are 7 best ways to reach out to B2B customers in 2024:


Way #1 Cold Email
Way #2 Cold Calls
Way #3 Content Marketing
Way #4 LinkedIn
Way #5 Webinars and Online Events
Way #6 Email Marketing Campaigns
Way #7 Networking at Industry Events and Trade Shows

What Should You Consider When Reaching To B2B Customers?

When reaching out to B2B customers, it’s essential to strike the right balance between the number of leads and their quality.


Aim for a robust pool of potential clients, but ensure they align well with what your business offers.


Remember, it’s not just about having many leads, it’s about having leads that truly resonate with your services or products so there’s a high chance of them becoming paying clients.


This balance is crucial for an outreach strategy that’s not only impressive on paper but also effective in practice.

How can ZeroIn Help you with reaching your Sales Goals?

ZeroIn can significantly boost your B2B sales and marketing efforts by providing detailed, verified data for your campaigns. It helps you find accurate business emails and offers extensive information on leads and companies.


This tool ensures that your outreach is compliant with data laws and gives you access to a vast database, enhancing your chances of finding ideal leads. With ZeroIn, you can move beyond basic lead generation to create more informed and effective outreach strategies.

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