An In-Depth Guide to B2B Startup Strategies

Starting a B2B business has never been easier. Technology has changed the way entrepreneurs can reach their target audience and launch their product or service. Understanding the different strategies available to B2B startups is essential for success. This article will explain three distinct strategies—bottom up + self service, bottom up + inside sales, and outbound sales—and provide examples of companies that have used them successfully. We will also discuss charging options for B2B startups and outline the differences between founder-led versus inside sales conversion strategies.

Bottom Up + Self Service Strategy

This strategy involves marketing directly to consumers via a website or app where they can purchase products or services on their own without needing any human interaction. The customer simply registers with the company and begins using the product with minimal setup or onboarding required. Companies such as Dropbox, which sells cloud storage services, are great examples of this approach. They offer customers an easy-to-use interface that requires no additional setup from their side to begin using the service immediately after registration.

Bottom Up+Inside Sales Strategy

In this approach, customers still register online themselves but then receive guidance through a “concierge” experience from company representatives who help guide them through onboarding, implementation, optimization, and other tasks related to getting started with the product or service. Companies like Intercom use this strategy as it allows them to provide personalized assistance in a cost effective manner while still allowing customers to take advantage of self-service options when necessary.

Outbound Sales Strategy This strategy involves having dedicated salespeople reach out directly to potential customers using phone calls, emails, direct mailers, etc., in order to close deals without relying on customers finding your product or service organically through web searches or word of mouth. Companies like Salesforce use this approach as it allows them to quickly build relationships with prospects and convert them into paying customers at scale.


In conclusion, there are many different strategies available for B2B startups today that can be used depending on your specific needs and goals. From bottom up + self service models all the way through outbound sales approaches, each strategy has its own advantages and drawbacks that should be weighed carefully before deciding which one is best for you and your business. Additionally, understanding how best to charge for your product or service is key in determining whether you will be able to generate enough revenue from it in order for it to be successful long term. Knowing these strategies ahead of time will ensure that you have a greater chance of success when launching your startup!

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