When you need new business, it is tempting to start with a channel: run ads, approach companies or ask for introductions. Start instead with the buyer. Who are they, and what do they already know about their problem? A specialist supplier serving a narrow set of companies faces a different choice from a service people routinely search for. Strong existing relationships create another route. No channel wins in every situation.
Choose the buying situation before the channel
Write down one offer, the type of company it suits and a reason to consider it now. Name the person who will handle interest and set a limit on the time and money available for a test. This prevents a misleading comparison between a cheap click and a qualified conversation. Business.gov.au connects target market, goals, channels and budget in its marketing planning guidance.
Outbound: when you can identify the right companies
With outbound, you initiate contact. It can suit B2B offers when you can identify a specific segment and explain a relevant business reason to talk. A company existing, or publishing an email address, is not enough. Its activity needs a clear connection to your offer. A preventive maintenance supplier might target facilities using suitable equipment rather than every business in the area.
The first message should open a manageable next step. Explain the situation, your contribution and an easy way to respond, rather than sending a complete catalogue. Agree suitable contacts, the outreach approach and applicable market requirements before starting. More volume will not fix an unclear offer or a team unable to respond to interest.
Paid advertising: the campaign type matters
Google describes Search ads as reaching people actively searching; Display ads also appear while people browse websites and apps. Do not treat these as the same buying situation. Someone searching for a specific repair has a different context from someone noticing a visual. Your landing page needs to continue the relevant conversation.
Allow for campaign preparation, creative materials, media spend and handling enquiries. Traffic alone does not demonstrate commercial value. If your page leaves the service unclear or hides the next step, address that first. With a specialist offer, examine the relevance of incoming enquiries before increasing the investment.
Referrals: build on trust without assuming a steady supply
BDC highlights the trust a customer or partner brings to an introduction. Positive feedback after completed work can provide a suitable opportunity to ask.
Make it easy to describe whom you help and the situation you solve. An agreed introduction provides more context than an unexplained list of contact details. However, avoid building a sales plan on introductions arriving precisely when required. Their number and suitability can vary, and the new contact still needs to assess your offer.
Three routes with different starting points
| Outbound | Paid advertising | Referrals | |
|---|---|---|---|
| Starting point | You select suitable companies. | You reach a campaign audience. | Someone introduces your business. |
| Prepare | Segment, relevance and next step. | Offer, materials, page and budget. | A clear description of the ideal client. |
| Evaluate | Relevant responses and follow-through. | Enquiry quality and total cost. | Suitability of introduced contacts. |
Illustrative example: a maintenance company seeking business sites
Imagine a maintenance company with capacity for more commercial sites but no interest in domestic repair work. For outbound, it chooses one facility type and a specific need. Its search campaign distinguishes the relevant service from general repairs. It asks satisfied customers for agreed introductions to similar sites. This is an illustrative approach, not a BT Management client result.
The company could set a first review after four weeks. That is not a promise of closed sales: a longer buying cycle requires further observation. It records each enquiry’s source, suitability, confirmed need and agreed next step. Costs include staff time. If one prospect appears through several channels, it does not count them as several new customers. Compare the work required to create a useful conversation, not just the cost of initial attention.
Ready to choose your first channel?
Check what you already have in place. Your answers stay on this page only.
You have a starting point for a useful test. Choose one main route and agree a review date.
You do not need to commit to one channel forever. Start where you can state a clear assumption and examine what happens. Expand the mix after that. The useful result is a repeatable way to work with relevant interest, rather than a large count of messages, impressions or introductions.
Put these ideas to work in your business.
Tell us about your situation. Together, we can choose a sensible first step and agree the scope of support.