9 Things Every B2B Business Should Do to Consistently Win New Business Online

If your pipeline feels unpredictable or you’re relying too heavily on referrals, this guide is for you.

Here’s a practical playbook we use every day to help B2B companies build a consistent, scalable outbound system.

You don’t need to implement everything at once. Start with one or two strategies, build consistency, and then layer on more over time. The results will compound as you focus on what works best for your business.

1. Define a Narrow, Valuable Audience

Start with a clear and focused ideal customer profile (ICP).

– Focus on one audience segment at a time
– Get specific about industry, job title, company size, and key pain points
– Use tools like LinkedIn Sales Navigator or Apollo to build a clean, targeted list

When you try to speak to everyone, you end up converting no one.

2. Build a Quality Prospect List

Your outreach is only as strong as your data.

– Use LinkedIn, Apollo, ZoomInfo, or manual research
– Focus on decision-makers and buying triggers
– Keep your list clean, relevant and fresh

Aim for 500 - 1,000 quality prospects per campaign.

3. Write Personalised, Scalable Messages

Avoid overly generic templates – you’re not a bot.

– Lead with relevance, not features
– Keep it short, human, and specific
– Make your first message feel like it was written just for them

Your goal is to start a conversation, not sell immediately.

4. Combine LinkedIn and Email Outreach

Relying on a single channel limits your reach. Blend your approach.

– Send LinkedIn connection requests with short intros
– Follow up via email with thoughtful, relevant content
– Make sure the timing aligns across both channels

The combination increases visibility and response rates.

5. Stay Visible with Branded Newsletters

Many prospects won’t be ready today – but they may be soon.

– Send consistent email newsletters to stay top of mind
– Share useful insights, case studies or behind-the-scenes content
– Focus on value, not sales pitches

The goal is to remain in their line of sight until the time is right.

6. Post on LinkedIn Every Week

LinkedIn is still the most powerful channel for B2B visibility.

– Share insights, opinions, lessons, and proof of expertise
– Keep it conversational and relevant
– Post 2–3 times per week to stay consistent

This builds authority over time and earns trust before you even message.

7. Run LinkedIn Ads to Support Your Outreach

Organic content takes time – ads give you scale.

– Use sponsored posts to reach your ideal audience faster
– Promote content that already performs well
– Start small, test, and refine weekly

It’s the most effective way to stay in front of your buyers at scale.

8. Add Expert-Led Video Content

Video is the fastest way to build trust.

– Create short videos answering common questions
– Keep it natural – use your phone, Zoom or Loom
– Post on LinkedIn and embed in emails

Even one or two videos can dramatically improve conversion.

9. Review and Optimise Every Week

Most campaigns fail because they’re left to run stale.

– Track replies, meetings booked, open and click rates
– Refine your messaging every week
– Test small changes – subject lines, angles, formats

The key is to learn fast and keep improving.

Final Thoughts

You don’t need complex funnels or big budgets to win new business online. Just a clear message, the right people, and a repeatable system you can stick to.

If you’d like help implementing this for your business, book a free strategy session with our team and we’ll show you exactly how we can support your growth.