Finding new B2B customers doesn’t have to feel like an uphill battle. In fact, with the right approach, you can start bringing in fresh opportunities this month — and keep them coming for years.
Today, I’m breaking down the two big buckets every B2B business needs to master: sales and marketing. Although sales is non-negotiable, I believe both are vital for success. Sales gives you immediate momentum and massive wins. And marketing builds authority and demand for the long haul.
Since sales is my wheelhouse, we’ll spend most of our time there. But I’ll also cover a few high-ROI marketing tactics that can put you in front of the right buyers without chasing them down. The formula is simple: run a consistent outbound sales engine and a steady inbound marketing machine.
Get both firing on all cylinders, and you’ll have new leads in every stage of your funnel, all year long. Now let’s get into it.
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The Sales Engine — Your Direct Route to New Customers
Sales is about taking control. You’re not waiting for leads to show up — you’re creating the opportunities. Outbound sales means you’re reaching out to potential customers, and in B2B, that means cold calling, targeted outreach, and direct relationship-building.
Here’s what that looks like at scale. If my sales development reps (SDRs) make 1,000 targeted calls in a day, we can expect roughly 60 live conversations with decision-makers (not gatekeepers). From those, 20 qualified meetings or demos is a very realistic outcome.
Repeat that process every day for a month, and you’re looking at 400 meetings — or 4,800 in a year. Even if your product is middle-of-the-road, the sheer volume of calls drives revenue. If your offer is strong and your process is dialed-in, the growth potential is massive.
FYI: Keep in mind that sales cycles vary, industries differ, and no formula is perfect. But the takeaway is this: if you want new B2B customers, you’ve got to prime the pump every single day. And outbound is the lever you can (and must!) pull right now.
So if you don’t have an outbound sales strategy, start there. Build a simple plan, stick to it, and if possible, assemble a small team of SDRs and closers. Or outsource to a lead generation firm like C-Level Partners, where you get a trained team of rockstar SDRs booking qualified meetings on your calendar, pretty much on-demand.
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7 Steps to Finding New B2B Customers (Sales Strategy)
Step 1 – Build a quality call list
If possible, build it internally so it’s 100% aligned with your ICP (Ideal Customer Profile). Tools like ZoomInfo, LinkedIn Sales Navigator, and Apollo are excellent for sourcing accurate data. You can even get scrappy and build out a lead list using AI. If you must buy lists, buy from a reputable source — bad data is a huge time killer.
Step 2 – Do your homework
Before dialing, spend a couple minutes researching the decision-maker. Learn their role, any recent company news, and (if possible) relevant personal interests. This gives you conversation hooks and shows you care enough to prepare.
Step 3 – Call with confidence
When they answer, sound like you belong in the conversation. No apologizing for the call. You’re offering massive value and can solve their problem(s), right? So you better act like it. Confidence is magnetic and earns you more time on the line.
Step 4 – Qualify fast
Use the B.A.N.T. framework: Budget, Authority, Need, Timing. If they don’t check these boxes, don’t waste 20 minutes on a no-fit prospect. Your energy and time is your most valuable asset, so let’s protect it.
Step 5 – Speak authoritatively, listen empathetically
Use tonality to convey authority, but when they talk, really listen. Empathetic listening uncovers motivations, pain points, and priorities you’d miss if you’re just waiting to pitch. This intel is gold when it’s time to overcome objections and close.
Step 6 – Ask for the next step
Don’t end with an awkward silence. Whether it’s booking a demo or sending a proposal, be clear and direct. Even an implied close (“Since you said you could use this now, let’s get you set up today…”) keeps the momentum moving forward.
Step 7 – Ask for referrals
Referrals close at around 60% (that’s huge). Build the relationship, deliver value, then ask your happy customers to connect you with their peers. You can even do this right after the deal closes. Create a repeatable referral system, and watch your warm pipeline grow.
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The Marketing Engine — Your Long-Term Demand Builder
While sales gets you in the door today, marketing works quietly in the background to create demand tomorrow. Done right, it builds trust before you ever speak to a prospect. With that in mind, here are three marketing plays that consistently produce leads:
Start a podcast
Position yourself as an authority by interviewing industry leaders, sharing insights, and discussing trends. You don’t have to be a natural broadcaster… let the conversation do the work. Over time, prospects will find you instead of the other way around.
Create a YouTube channel
Use it as a top-of-funnel traffic source. Post product insights, industry breakdowns, and how-to guides. People search YouTube for answers — so be the one providing them.
Leverage HARO (Help a Reporter Out) and other PR channels
Respond to journalists looking for expert sources. Get quoted, get backlinks, and get visibility. Over time, you’ll build credibility and authority in your niche.
There are countless other inbound plays — blogs, SEO, LinkedIn content, social media, events, webinars — but the principle is the same: consistently create value and let it compound over time.
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The Secret Ingredient — Consistency
I’ve said it before, and I’ll say it again: consistency is king. You might not have the team to hit 1,000 dials a day, and that’s okay. What matters is that you show up daily. Chip away, and over time the tree will fall.
The fastest growth comes when you combine consistency with velocity. That is, put in place a steady process executed at high volume. I like to call it “taking massive action.” That’s why many companies outsource to specialized sales firms. But if you’re keeping it in-house, commit to doing something every day to push deals forward.
Final Words
Finding new B2B customers isn’t complicated, but it does require discipline. Remember, outbound sales gives you control over your pipeline right now. Inbound marketing builds your brand and demand over time. Together, they create a flywheel effect that fuels long-term growth.
The next big customer for your business? They’re out there right now — waiting for you to take the first step.
So it’s time to get out there. Make the calls. Build the authority. And keep showing up.
Until next time…
Johnny-Lee Reinoso
For more hard-hitting b2b sales tips, follow Johnny-Lee on Instagram and YouTube