How to Increase B2B Sales in 2025: The Full Guide

1. Define Precise Buyer Personas

Understanding your ideal customer is crucial to increasing B2B sales. A vague target leads to poor-fit leads. Start by defining clear buyer personas based on:

• Demographics: Industry, company size, location (e.g. SaaS startups, 11–50 employees, US-based)
• Roles: Decision-makers and influencers (e.g. Head of Sales, Operations Manager)
• Pain Points: Workflow inefficiencies, slow deal cycles, tool fatigue
• Goals: Revenue growth, CRM adoption, sales efficiency

💡 Pro Tip: Use your CRM data to analyze your top 20% of clients generating 80% of your revenue. What do they have in common? Build your personas around them.

2. Align Sales and Marketing Teams

Companies with tightly aligned sales and marketing functions achieve 36% higher customer retention and 38% higher sales win rates.

To achieve this:

• Set Joint Revenue Targets: Don’t measure marketing on MQLs and sales on revenue. Align both teams on pipeline and closed-won goals.
• Run Weekly Syncs: Review pipeline stages, share campaign insights, flag bottlenecks.
• Create SLAs (Service-Level Agreements): Define the handoff process, lead qualification criteria, and response timeframes.

💡 Pro Tip: Use your CRM as the single source of truth. folk CRM’s collaborative approach makes this easier by letting both teams share context and activity history in real time. 👉 Try folk CRM for free

3. Focus on Solving Customer Pain Points

Too many sales teams pitch features instead of outcomes. But the truth is: features don’t sell—solutions do.

Instead of saying:

“We offer automated workflows and team collaboration features,”

Say:

“Our clients save 6 hours/week by automating manual follow-ups and aligning their teams on one shared pipeline.”

Map your pitch to key pain points like:

• Cost-related: “You’re spending $2K/month across 3 tools. We consolidate them in one platform.”
• Productivity-related: “Your reps spend 30% of their time on admin? Here’s how to cut that in half.”
• Visibility-related: “Not sure where deals stand? Our dashboards give you live updates by rep, stage, and region.”

💡 Pro Tip: Create a value matrix for each persona: Problem → Impact → Solution → Benefit. Use it in pitches, emails, and proposals.

4. Implement Multi-Channel Prospecting

Prospecting through a single channel is like fishing with one hook. In 2025, effective B2B outreach uses at least 4 coordinated channels:

• Email: Write short, value-driven sequences. Personalize with their company news, recent posts, or product gaps.
• LinkedIn: Engage first (comment or like), then message. Offer insights, not demos upfront.
• Cold Calling: Use after engagement or email open. Voicemails + calls increase conversion by 33%.
• Retargeting Ads: Run LinkedIn or Google Display ads to warm prospects who've clicked but not converted.

💡 Pro Tip: Mix touchpoints over 10–12 days. Sequence example:Day 1 – Email

Day 2 – LinkedIn connect

Day 3 – Comment on a post

Day 4 – Follow-up email

Day 5 – Cold call

Day 8 – Retargeting ad

5. Leverage Data and Analytics

What gets measured gets improved. Yet, over 40% of B2B companies don’t have full visibility into their sales funnel (CSO Insights).

To fix that:

• Use lead scoring: Assign scores based on engagement (email opens, page visits) and fit (title, industry). Prioritize your outreach.
• Track sales velocity: [(Opportunities × Win Rate × Deal Size) / Sales Cycle Length] — this metric alone can help you find where you lose time.
• Optimize conversion points: Use heatmaps and CRM data to see where leads drop.

💡 Pro Tip: Use folk to segment your deals by lifecycle, and track outreach performance per segment to double down on what works.

6. Invest in Sales Training and Tools

You wouldn't let a surgeon operate with no training. So why let your reps sell without sharpening their skills?

Top-performing orgs invest 20–30 hours per quarter in rep training. This includes:

• Live roleplays with real objections
• Product deep dives to handle technical questions
• Call breakdowns to identify improvement points

Also, arm them with:

• Proposal software (e.g., PandaDoc)
• Scheduling tools (e.g., Calendly)
• CRM and automation (folk CRM)

💡 Pro Tip: Build a “revenue enablement wiki” with past email templates, win stories, call scripts, and objection-handling responses.

7. Utilize Warm Calling Techniques

Cold calls? Meh. But warm calls? That’s where B2B sales magic happens. Calls made to leads who have engaged previously can have a response rate up to 10x higher.

Before dialing:

• Review CRM notes: last touchpoint, objections, status
• Start with context: “Hey John, I saw you downloaded our sales automation checklist last week…”
• End with a micro-CTA: “Does it make sense to book 10 minutes to show you how X improved their response rate by 40%?”

💡 Pro Tip: Schedule warm calls within 24–48 hours of engagement (e.g., content download or email open). Strike while the lead is warm.

8. Implement Account-Based Marketing (ABM)

ABM is not about more leads. It’s about better ones.

87% of marketers say ABM delivers higher ROI than any other strategy. Here’s how to run it:

• Identify 20–50 dream accounts that match your ICP perfectly
• Build custom landing pages, email sequences, and content for each segment
• Assign dedicated SDRs or AEs to these accounts and sync with marketing for full-funnel personalization

💡 Example: For a high-growth HR tech company, create a landing page featuring testimonials from other HR tech clients, a tailored demo video, and a PDF case study relevant to their market.

9. Incorporate Video Content

Buyers retain 95% of a message when watched in video vs. 10% when read. Yet, few B2B orgs use video to its full potential.

Use video for:

• Email Outreach: Add a 30-second Loom introducing yourself and how you can help
• Demos: Show how your tool solves their specific use case
• Social Proof: Short clips of customers explaining tangible results (“We saved 10 hours/week and tripled demo bookings”)

💡 Pro Tip: Add “Video from [Your Name]” in your email subject line—boosts open rate by up to 19%!

10. Optimize Your Website for Lead Generation

Your website should be your #1 lead gen asset—yet 70% of B2B sites aren’t optimized for conversions.

Fix this by:

• Adding above-the-fold CTAs (book a demo, get a free audit, download guide)
• Creating SEO-optimized landing pages for each persona and feature
• Implementing live chat with lead routing (e.g. Drift, Intercom)

💡 Pro Tip: Set up heatmaps (e.g. Hotjar) to see where users drop off and A/B test headlines and CTA buttons to boost conversions.

1.folk CRM

folk CRM is a lightweight, flexible CRM designed for various use cases like sales, fundraising, and partnerships. It offers powerful features such as email sequences and a Chrome extension for easy contact addition from platforms like LinkedIn, Instagram, X, and Gmail.

2. Apollo.io

Apollo.io is a widely used prospecting tool offering a database with over 275 million professional contacts. It provides advanced filters, AI recommendations, and integrates with various tools like Salesforce and HubSpot.

3. Lusha

Lusha is a prospecting tool focused on finding verified B2B contacts, particularly in North America and Europe. It offers a Chrome extension, data compliance with GDPR and CCPA, and integrates with platforms like Salesforce and HubSpot.

4. Zoho CRM

Zoho CRM is a cost-effective solution for small to medium businesses, offering features like journey orchestration, omnichannel tracking, and analytics. It integrates well with other Zoho products and third-party apps.

5. Salesloft

Salesloft is a robust platform for managing sales cadences, analyzing engagement, and streamlining prospecting workflows. Widely used in B2B and enterprise sales teams, Salesloft comes with intuitive features and templates, reducing setup time for teams.

6. Gong

Gong is a revenue intelligence platform that captures and analyzes customer interactions across calls, emails, and meetings. It helps teams understand what top performers do differently, and improves win rates by offering real-time sales coaching.

7. Hunter.io

Hunter.io is a simple, effective tool for finding professional email addresses and verifying them. It's a favorite among outbound sales teams and recruiters needing to build prospect lists fast.

8. Drift

Drift is a conversational marketing and sales platform designed to accelerate B2B buying through chatbots, live chat, and AI-powered engagement. It's ideal for companies wanting to engage visitors in real-time and route leads to the right reps.

What are inbound sales strategies?

Inbound sales strategies focus on attracting prospects through content, SEO, social proof, and nurturing tactics rather than direct outreach. The goal is to educate and guide leads until they’re ready to talk to sales. Common inbound tactics include:

• Content marketing (blogs, guides, whitepapers)
• SEO and keyword targeting
• Lead magnets and gated content
• Email nurturing workflows

What is a sales workflow?

A sales workflow is a structured sequence of steps your sales team follows to move leads from awareness to conversion. It typically includes:

1. Lead generation
2. Lead qualification (using your CRM)
3. Outreach (cold or warm)
4. Discovery calls and demos
5. Proposal and negotiation
6. Closing and onboarding

Automating parts of this flow (like follow-ups or lead scoring) can significantly boost efficiency.

How do you create a winning B2B sales strategy?

You need a blend of:

• Strong ICP targeting (via CRM data)
• Effective messaging (problem-solving, value-first)
• Multi-channel outreach
• Inbound & outbound synergy
• Constant iteration using analytics

Which industries benefit the most from B2B sales strategies?

B2B sales strategies are especially crucial for:

• SaaS companies
• Agencies and consultancies
• Professional services
• Manufacturing and logistics
• Tech startups

Each requires a tailored approach, but the core principles remain the same.