6 Tips for Digital Customer Acquisition in B2B

With an online blog full of relevant content and distribution through the right channels, digital leads can be converted into paying B2B customers. We show you what you need to keep in mind.

Customer Acquisition in B2B

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Challenges in acquiring new customers in B2B

Customers are the pillars of any business, determining the level of success. If you look for them exclusively offline, the foundation of your company can quickly falter. You need to pick up your customers where they are easiest to reach and engage: online.

To acquire new customers only outside the Internet robs you of a large part of potential customers and the chance to win them over strategically and in a targeted manner.

Open up new channels for acquiring new customers in B2B

In order for sales to fully focus on closing and nurturing customers, marketing and sales need to work closely together.

Marketing takes on the task of tracking down valuable contacts online, converting them into known leads, and working them until a clear interest for an initial contact with sales becomes apparent. At this point, the qualified lead is handed over to sales, who in turn take care of the actual acquisition of new customers.

With the development of digital channels, new opportunities are opening up. Marketing addresses potential contacts earlier in the customer journey than was previously the case. With the help of the right content, a prospect can be actively guided through the customer journey without having to involve sales.

The sales department only comes into play when a clear interest on the part of the contact is signalled.

In addition to digital platforms, technologies such as marketing automation also help to automate recurring processes, personalize content, distribute it in a targeted manner across different channels and qualify each lead individually. New customer acquisition is thus automated to a certain extent and both marketing and sales are relieved of time-consuming tasks.

We show you 6 tips on how to master new customer acquisition in B2B with digital channels:

  • Uniform understanding of the target group

  • Create relevant articles

  • Test different formats

  • Use gated content (lead magnets)

  • Use social media

  • Send personalized newsletters

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Tip 1 for new customer acquisition in B2B: Uniform understanding of the target group

In order for marketing to actually be able to provide sales with relevant leads, it is necessary to clarify in advance what constitutes a valuable lead. This requires close coordination between the two departments.

A clear definition of the target group helps to make the acquisition of new customers more efficient and to minimize idle time by the sales department.

For a targeted approach, the focus should not only be on one contact person, but on all decision-makers relevant for the purchase decision, i.e. the entire buying center.

Only in this way is marketing able to prepare all the necessary topics and information required for a well-founded purchase decision.

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Tip 2 for acquiring new customers in B2B: Create relevant articles

Online magazines and blogs are great for publishing informative articles around your company's offerings and from here, sprinkle them across various channels. This way, you pick up a potential buyer at his needs before he even deals with offers and providers.

ELPRO Company Blog

Of course, relevant content is essential for a blog. Relevant here means according to the needs and context of the interested party. Promotional messages and backgrounds about your company are out of place here.

An interesting article is the first point of contact on the road to new customer acquisition.

With the help of interesting articles, you create trust with your future customers and have the opportunity to show your own expertise in an informative context.

This form of B2B customer acquisition is more subtle than conventional, classic advertising, without losing its impact. On the contrary - it has a more sympathetic and less intrusive effect on many prospective customers.

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Tip 3 for new customer acquisition in B2B: Test different formats

If you want to highlight certain topics and be able to respond more directly to open questions from potential customers without overloading the sales department, webinars and videos are suitable as a supplement to written articles.

Webinars give you the opportunity to pick up different prospects at the same time, address specific questions and add a personal touch

Each time you hold a webinar, you learn, collect typical questions and can answer them early in the customer journey in the future.

To achieve a similar effect independent of time, videos are suitable. This format also allows for a personal approach, but allows the recipient to access the content when it fits into his or her schedule.

Well-made, clever videos stay in the mind, are a catalyst for attracting new customers and can be uploaded and shared on your own website, as well as on popular platforms such as YouTube, Facebook and Twitter.

Your product explained in video form

Take a look at our video content example.

For example
Your product explained in video form

Tip 4 for new customer acquisition in B2B: Use gated content (lead magnets)

So that your website visitors do not remain unknown users, but become known leads, gated content or so-called lead magnets should be used.

A lead magnet is a high-quality piece of content that a prospect receives in exchange for their contact information.

Gated contents and lead magnets thus have the same goal: to place an online form in front of a selected content (article, video, etc.) in order to de-anonymize a user and collect his or her consent for a future contact.

This initial capture of interested contacts is an essential step on the way to successful new customer acquisition.

The perfect SQL Whitepaper

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The perfect SQL

The criteria for an optimal Sales Qualified Lead for B2B companies compactly summarized in a whitepaper.

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Thank you for your interest. You can download the whitepaper directly here on this page. Additionally you will receive the document by mail.

Tip 5 for acquiring new customers in B2B: Use social media

Social media channels, especially B2B-focused platforms like LinkedIn or Xing, are great for distributing your digital content and increasing your reach. This way, you not only show your expertise to website visitors, but also to your extended network.

Example LinkedIn Post

Source: Preview of a LinkedIn post with the Aioma Software

To reach additional prospects, published social media posts can additionally be shared by well-connected employees or pushed further with a small financial contribution.

Social media channels offer a unique opportunity to open a no-obligation dialogue with potential customers.

Whether the intended target group reacts to a post always depends on the content and the preparation of the post. So for each post, think about what kind of engagement you want from readers and how you can best activate it.

An interaction on social media thus further contributes to moving prospects in the direction of new customer acquisition.

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Tip 6 for acquiring new customers in B2B: Send personalized newsletters

Another way to get your knowledge out to potential customers is to send personalized newsletters.

In order for a prospective customer to read a newsletter, it must have both a suitable subject line and content that is individually tailored to him or her.

Offer your newsletter subscribers content that builds on their existing knowledge and takes the reader one step further in the customer journey

Personalized Newsletter

Source: Personalized Newsletter from Aioma Software

Continue to use the newsletter to alert the prospect to additional content, such as an upcoming webinar.


With digital customer acquisition, you increase your B2B reach and reach your target audience very early in their customer journey. With the help of relevant content in text, image, video or even webinar format, you have the opportunity to make your knowledge accessible to a wide audience and create proximity at the same time

Through the targeted use of gated content, you de-anonymize your website visitors and create initial contact with potential new customers, all without the costly use of sales staff.