Growing a B2B business on a tight budget requires creativity and willingness to try unconventional tactics. Below are 47 little-known (or underused) sales growth strategies that won’t break the bank. Each strategy is actionable and tailored for SMEs looking to acquire more customers and increase sales.

1. Connect with a Commission-Based Independent Sales Agent

Let’s be honest—of course, we’re putting this one first. But hear us out! Partnering with independent sales agents who already have connections in your target market gives you instant access to warm leads, without the overhead of hiring a full-time salesperson. You only pay commission on results, which makes it one of the most cost-effective sales growth strategies out there.

Through our platform, there are at least hundreds of success stories of businesses that have scaled using this approach. No bias (okay, maybe a little), but it works. You can start searching for commission-based sales agents here—there’s even a free registration option.

And if you want a deeper dive into how to successfully outsource your sales, this article might be worth a read.

2. Personalized Video Outreach

Are you comfortable putting your face on video? Then we have some good news—you can use your video confidence to skyrocket your cold outreach response rates.

Instead of sending yet another generic cold email destined for the abyss of the inbox, try one-to-one video messages. A UK agency used Loom videos to pitch their “dream clients” with tailored advice—and pulled in a 30% response rate (compared to the usual ~1% for cold emails). Not bad for hitting record!

The personal touch helps you stand out, builds trust fast, and leads to more calls and conversions. Time to put that camera to good use!

3. Handwritten Letters to Prospects

Writing a Christmas card for your aunt might already feel like a chore, so the thought of handwriting letters to prospects might sound… ambitious. But don’t worry—you don’t have to do it yourself. There are companies that can handle this for you, or you can reserve this strategy for a select few high-value prospects.

In a world drowning in emails, a genuine handwritten letter is a rare sight—and that’s exactly why it works. Hand-addressed envelopes have a 99% open rate, meaning your message is almost guaranteed to be seen. A short, sincere note introducing your service (or following up after a conversation) feels personal and unexpected.

It’s old-school, but incredibly effective—because almost no one does it anymore.

4. Send a Small Gift – A Surprisingly Effective Sales Trigger

We came across an article claiming that sending small, creative gifts to prospects can generate a 12,400% ROI. Their example? A video production company that mailed out mini toolkits to 50 businesses—but removed the pliers, adding the message:
“Something missing from your marketing toolkit? We have it!”

The campaign cost just £400 but, according to them, generated over £50,000 in revenue.

Can we personally vouch for that number? Not really. But what we do know is that this strategy works—just ask the great minds at SoPro, one of the world’s top B2B lead generation teams based in Brighton. They use similar approaches to get outstanding results.

The idea is simple: send a small, creative gift related to your offering to key prospects. Whether it’s a physical item or a digital gift card for a local coffee shop, an unexpected gesture grabs attention, sparks conversations, and opens doors for new sales.

5. Themed Mail to Poach Competitor’s Customers

If a competitor falters or leaves the market, swoop in with a creative campaign targeting their unhappy customers. Workfront, a software firm, did a “breakup” theme mailing with actual bouquets and Valentine cards to prospects frustrated by a rival’s service​.

The mailer asked “Has your relationship with your provider run its course?” and invited them to “fall in love again” – generating about $370,000 in pipeline from those prospects​. This strategy is effective because it’s highly relevant to the prospect’s pain and uses humour/emotion to encourage switching to your solution.

6. Guerilla Stunt Targeting One Big Fish

For high-value enterprise targets, consider a bold move. For example, Intridea, a tech firm, bought a billboard across from Ogilvy’s office with a message “Ogle this, Ogilvy” and a custom URL​.

This playful public gesture was aimed at landing Ogilvy as a client. The stunt created buzz and got them the meeting they wanted. While a billboard in central London might be costly, a smaller-scale version (like a banner outside a prospect’s trade show or a clever window display) can be a memorable, one-time investment to win a major account.

7. Cross-Promotional Partnerships

Team up with businesses that serve the same audience, so you can promote each other for free. A great example is Woodmansterne (a greeting card company) and Five Star Days (experience gifts). When someone buys a Woodmansterne card, inside is a discount promo for Five Star Days – “if you still need a gift to go with the card”​.

It’s a simple partnership that’s a win-win: customers get value, and both brands gain sales they might have lost otherwise​. For an SME, think of a company whose product or service complements yours and swap promotions (flyers, email mentions, etc.) to each other’s client base.

8. Build a Referral Network with Industry Partners

Identify professionals who influence your buyers and incentivize them to recommend you.

Accounting software Xero did this by creating a partner program for accountants and bookkeepers, rewarding them for referring their small business clients to Xero​. This turned accountants into a de facto sales force for Xero, massively expanding reach.

Even on a smaller scale, an IT consultant might partner with a telecom provider, or a web designer with an SEO freelancer – each referring clients to the other. Such referral alliances cost little (usually just a commission or reciprocal referrals) and tap into trusted relationships.

9. Email List Swap with a Complementary Business

If you have an email list of prospects or customers, arrange a “list share” with a non-competing company in a related niche.

You agree to promote their service to your email subscribers, and they do the same to theirs​. For example, a B2B payroll software company might partner with an HR software firm – each sends an email about the other’s product with a special offer.

But this isn’t just for tech companies. Imagine a premium office furniture supplier teaming up with a corporate interior design firm. One email could showcase ergonomic furniture that boosts productivity, while the other highlights expert office space planning. Both businesses benefit, and their audiences get genuinely useful recommendations.

This way, both parties get in front of a new, qualified audience for free. (Just ensure you have permission-based lists and offer real value to avoid any spammy feel.).

10. Grow Sales with Affiliate Marketing

Turn fans of your product into commission-based affiliates. By giving advocates a referral link and a reward for every sale they generate, you’re essentially building a commission-only sales team that works for you 24/7.

For example, ActiveCampaign (a SaaS platform) found that affiliates were eager to promote them—so much so that the average affiliate earned ~$1,350 per referral. That’s a strong incentive, and it shows just how lucrative an affiliate program can be.

Even if your business is smaller, you can recruit bloggers, industry micro-influencers, or even happy customers as affiliates. This allows you to tap into new audiences without upfront marketing costs—you only pay for actual results.

Plenty of businesses use Salesagents.uk to find commission-based affiliates as well, making it easier to connect with the right people who can drive sales for you.

11. Leverage Other People’s Communities (OPC)

Instead of building an audience from scratch, tap into existing niche communities. For example, if you sell B2B payroll services, join a large Facebook or LinkedIn group of HR professionals (there are groups with tens of thousands of members)​. Approach the group admin about providing value – perhaps offer a free, content-rich webinar or Q&A for the members, with the admin co-hosting.

One marketing strategist noted this as an “absolute game-changer” – they reached an HR Facebook group of 30,000 members by doing a free webinar, and even gave the admin a commission for any leads that turned into sales​. This strategy costs nothing but time and provides the group with quality content, while you access a huge pool of potential customers.

12. Offer Free Workshops or Training Sessions

People love to learn, especially if it helps their business. Host a small workshop (in-person at your office or a local co-working space, or virtual) on a topic that relates to your service. For example, a digital marketing agency could run a free SEO clinic for local businesses or a cybersecurity firm might offer a “Lunch & Learn” on preventing data breaches.

This builds credibility and lets prospects experience your expertise firsthand. Many will turn into customers after seeing your value. One UK IT firm reported that free educational sessions at a local chamber of commerce directly led to several new contracts, essentially by giving a “preview” of their knowledge at no cost to attendees.

13. Get Yourself on Industry Podcasts – They Need Guests!

There’s no shortage of podcasts out there. But you know what is in short supply? Good podcast guests. If you have valuable insights and can string a few sentences together without causing listeners to hit “skip,” you’ve already got a head start.

Appearing as a guest expert on industry podcasts is a zero-cost way to reach a highly targeted audience. It lets potential clients hear your expertise, personality, and maybe even your charming wit (or at least your best attempt at it).

For example, a B2B SaaS founder might land a spot on a UK business podcast to discuss best practices, industry trends, or success stories. Listeners who find value in the discussion are far more likely to look up your company—especially if you casually mention a free resource or special offer just for them.

So, how do you actually get invited?

• Start small – Niche industry podcasts are easier to land than the big names.
• Pitch yourself – A simple email explaining who you are, why their audience would benefit from your insights, and what topics you can discuss is often enough.
• Leverage connections – If you know past guests, ask for an introduction.
• Be visible – Engaging with hosts on social media and commenting on their content increases your chances of getting noticed.

Done right, podcast guesting builds trust, increases inbound leads, and gets your brand in front of an audience that didn’t even know they needed you—all without spending a penny. Just bring your insights, a good mic, and maybe avoid the ‘ums’ and ‘uhs’.

14. Publish a Research Report or Whitepaper

Conduct a small-scale study or survey in your field and publish the results as a report. This doesn’t have to be expensive – it could be an online survey of 100 industry professionals or analysis of data you already have. For example, a marketing agency might release an “Annual Social Media Benchmark Report for UK SMEs”.

Such original research gives journalists and bloggers something to cite (earning you media coverage via mentions), and it draws in prospects who download the report (now they’re leads in your funnel). Plus, being an information source elevates your authority. Even a short, insight-packed whitepaper can set you apart from competitors who are just pushing sales messages.

15. Build a Community (LinkedIn or Slack Group)

If one doesn’t exist for your niche, start a community where your prospects can network and share ideas. For example, a UK software company might create a “CIO Roundtable” Slack channel or LinkedIn Group for IT leaders. By moderating discussions and providing helpful input (not just promoting yourself), you become central to that community. An SME in fintech launched a LinkedIn group for fintech CFOs and attracted hundreds of members, many of whom later considered the SME’s services simply due to the relationship built in the group.

Hosting a community is low-cost (just your time) and yields high trust – when members have a related need, your company will be top-of-mind.

16. Answer Questions on Q&A Forums (Quora, Stack Exchange)

Identify where your target customers ask questions online and be the one to answer with real expertise. Providing helpful answers on platforms like Quora can steadily funnel interested prospects to you. It’s a powerful, cost-effective way to reach prospects organically, turning Quora’s user base into a “steady stream of qualified leads” if done right​.

For example, the CEO of a B2B SaaS tool might answer questions about “how to improve customer onboarding” on Quora, subtly mentioning how their tool solves the issue. Over time, these answers can rack up views and drive traffic. One startup founder credited answering questions on Stack Exchange for developers with seeding the early user base of his B2B software – it established credibility and users came inbound for more info.

The company Callbox has written a great article on this here.

17. Engage on Niche Subreddits or Forums

Similar to Quora, find forums specific to your industry. This could be a subreddit (e.g. /r/marketing for marketing tools, /r/sysadmin for IT products) or an independent forum/community site. By participating authentically – not just advertising – you can build a reputation and subtly mention your solution when relevant.

For instance, a small B2B CRM company could monitor questions on a “Sales Operations” subreddit. If someone asks about tracking leads better, you can give a detailed answer and say “(Disclosure: I work at CRM_X, and we’ve seen clients solve this by…)”. When done transparently and helpfully, this can drive highly interested traffic. It’s essentially digital word-of-mouth among peers.

Ensure you follow each community’s rules and culture; the goal is to be seen as a helpful insider, not a spammer.

18. Contribute Thought Leadership Articles

Write guest articles or opinion pieces for trade publications and industry blogs that decision-makers read. Many outlets (industry association websites, niche blogs, etc) are hungry for quality content and don’t charge for contributed pieces. For example, a cloud services SME might write “5 Trends in Cloud Security” for a tech magazine. In return, you get an author byline that mentions your company and often a link to your site.

This boosts your credibility (seeing your name in a respected publication is like an endorsement) and can drive inquiries. One survey found that 62% of B2B buyers are influenced by vendor content early in their purchase journey​ – so getting your content onto third-party sites can sway prospects before they ever speak to a sales rep. It’s free PR and lead generation wrapped in one.

19. Create an Irresistible Lead Magnet

People love free stuff—especially when it actually helps them. A well-crafted lead magnet can attract prospects, build your email list, and warm up leads without spending a fortune on ads.

A lead magnet is a valuable resource that visitors get in exchange for their email. The key? It has to be useful, specific, and easy to consume.

Here are some great lead magnet ideas across different industries:

• Construction & Building Materials: “The Ultimate Guide to Choosing Durable Flooring for High-Traffic Areas” – A comparison chart or downloadable guide for architects and contractors.
• Energy & Sustainability: “5 Simple Ways to Cut Your Office Energy Bills by 30%” – A calculator or checklist for facility managers looking to reduce costs.
• Manufacturing & Supply Chain: “How to Reduce Lead Times in Your Supply Chain – A Practical Guide” – A whitepaper with industry insights.
• Legal & Compliance: “Essential Compliance Checklist for UK Businesses in 2024” – A downloadable PDF covering regulatory updates.
• Workplace Productivity: “Ergonomic Office Setup: The Checklist for a Healthier Workday” – A visual guide to reducing workplace injuries and improving employee well-being.

One SaaS company created a simple “headline analyser” tool that attracted 1.2 million organic visitors over a few years—just to use their free tool! That’s the power of a smart lead magnet.

By offering immediate value, you start relationships that can later be nurtured into paying customers—all at a very low cost.

Speaking of lead magnets, here’s ours: [The Easy Way to Find Sales Agents in the UK]—grab it at the link below!

20. “Powered By” Branding on Free Offerings

If your product or content can be shared, add a little branding that turns users into promoters. For example, if you offer a free version of your software or a free widget, include a small footer or tag like “Powered by [YourCompany]”.

This is how companies like HubSpot and Mailchimp grew early on – HubSpot’s free Website Grader tool went viral and graded over 1 million sites in 7 months, each result subtly promoting HubSpot​. Similarly, email marketing tools that put “Sent via XYZ” in their free-tier emails get exposure to every recipient. As an SME, you could do this with free templates, reports, or tools – every time it’s used or shared, it carries your brand to new potential leads for free.

21. Freemium Model or Extended Free Trials

Offering a free tier (or a longer-than-usual free trial) for your B2B product can massively increase word-of-mouth. The key is that free users become evangelists if they love the product. A famous example is Atlassian, which grew to tens of thousands of B2B customers with no outbound sales team by letting the product sell itself through free trials and low-friction online sales​. Atlassian relied on users loving the product and telling others – their products were “remarkable” enough that people felt compelled to remark upon them​.

If your offering truly solves a problem, getting it into people’s hands easily (even free initially) can lead to organic growth where your happy users drive new sales for you. The cost of supporting free users is usually far less than the value of the paying customers they eventually convert into or refer.

22. Create How-To Videos on YouTube

Start a YouTube channel with short tutorials or insights related to your service. YouTube is the world’s second-largest search engine – many professionals search there for solutions (e.g. “how to comply with GDPR for HR data”). If you consistently publish helpful videos, you can attract a following of prospects. For example, a UK B2B accounting software company could post videos like “How to Simplify VAT Returns” or case studies of business owners using their tool.

Over time, these videos build credibility and drive traffic to your site (with calls-to-action in descriptions). The content lives indefinitely, continuously pulling in viewers. Even with basic production, the knowledge you share is the selling point. This method is effective and free (just your time), and it differentiates you because many SMEs haven’t invested in video for B2B.

23. Start a Podcast – Yes, Another One… But It Might Actually Work

Yes, another podcast. The world isn’t exactly short on them, but there’s a reason so many businesses start one—it actually works.

A podcast is a low-cost, high-engagement way to build credibility and connect with potential clients. By inviting industry experts, suppliers, or even prospective customers as guests, you create valuable content while naturally building relationships.

For example, a bespoke office furniture manufacturer could launch “The Smart Office Revolution” podcast, interviewing workplace designers, architects, and productivity specialists. The guests will likely promote their episode (getting your brand in front of new audiences), and after a 30-minute conversation, they’re far more familiar with your business—without you having to pitch anything directly.

While it’s a slower burn compared to other strategies, podcasting has one key advantage: listeners actually spend time with your brand. Unlike social media, where attention lasts seconds, podcast listeners stick around for 20–40 minutes at a time. And that’s a rare thing in marketing.

24. Get More Customer Reviews – Without Making It Awkward

We all know reviews matter—92% of B2B buyers say they’re more likely to buy after reading one. The tricky part? Actually getting people to leave them.

Asking for reviews can feel a bit like reminding a friend they still owe you money—necessary, but slightly uncomfortable. The key is to make it natural and easy:

• Right timing – Ask when a customer has just had a great experience with your product/service.
• Make it painless – Provide a direct link to the review platform (G2, Capterra, Trustpilot, or Google) so they don’t have to hunt it down.
• Offer a small incentive – Not bribes, but a little nudge like featuring their company in a “customer spotlight” can help.
• Leverage personal outreach – A quick, casual email from a real person works better than an automated request.

We’ll admit—we’ve had plenty of great testimonials, but we haven’t been great at getting them onto actual review sites. Some people have found us through Google Business and left reviews there, and we’ve seen firsthand how much that helps. So, take it from us: set up a Google My Business profile if you haven’t already—it makes your business easier to find and gives happy customers a place to sing your praises.

More reviews = more trust = more customers = more reviews. It’s a virtuous cycle—you just have to start it.

25. Get Listed on B2B Marketplaces/Directories

Ensure your company or product is present on popular marketplaces or directories where businesses seek solutions. Examples include app marketplaces (Salesforce AppExchange, AWS Marketplace) or industry-specific directories (for instance, a list of approved NHS suppliers if you sell to healthcare). Many basic listings are free or low-cost, and they put you in front of buyers actively looking.

One SaaS startup got a surge of leads after listing on Product Hunt (a site where new software is showcased) – even though Product Hunt is global, the exposure led UK businesses to discover them without a single ad. For local impact, also register on free directories like Google Business Profile (even for B2B, being visible in local search can bring inquiries).

These channels are often underutilized by SMEs, but can drive steady organic leads.

26. Get Free PR by Becoming a Go-To Expert

There used to be a fantastic platform called HARO (Help a Reporter Out), where journalists actively looked for expert quotes. Companies that engaged with it regularly, like JotForm, landed mentions in Forbes, BBC, and Inc. just by providing quick responses to journalist queries. Unfortunately, HARO has shut down, and as of now, we haven’t found a direct replacement (though one may exist).

But the principle still stands: If you can position yourself as a go-to expert in your industry, journalists will want to quote you—and that’s free publicity you can’t buy.

So, how do you become the expert journalists turn to?

• Make yourself findable – Have a clear, well-written “Press” or “About” page on your website with contact info and topics you can comment on.
• Engage with journalists on LinkedIn & Twitter/X – Many put out calls for sources directly. A polite DM offering insight can go a long way.
• Offer valuable insights – If you see an article in your niche, follow up with additional data or expert analysis. If you’re helpful, they may quote you next time.
• Be proactive – Write guest articles for trade publications, participate in industry events, and share original research. The more visible you are, the more likely journalists will come to you.

Even though HARO is gone, the opportunity to get free PR and build credibility is still there—if you make yourself known as a reliable expert in your field.

27. Create a Customer Referral Program

Your existing customers can be your best salespeople if given a nudge. Set up a formal program that rewards customers for referring new business. This could be a discount on their next invoice, a gift card, or even a charitable donation on their behalf for each referral.

B2B companies with formal referral programs see significantly higher growth – 86% of companies with a structured referral system saw growth, vs 75% without one​. For example, a UK SaaS company might give both the referrer and the new customer 25% off three months; this “double-sided” incentive creates a win-win where 78% of programs reward both parties​.

One cloud services firm reported that referrals became their #1 source of new leads after launching a program and promoting it in onboarding emails and quarterly business reviews. Since 93% of buyers trust recommendations from people they know​, activating your customer base in this way leverages trust to bring you highly qualified leads at almost no cost.

28. Host Customer Success Stories (Webinars or Case Studies)

Happy clients are your best salespeople—so why not turn their success into a story that helps bring in even more business? Featuring real customers in case studies or live webinars doesn’t just attract new clients—it also strengthens your relationship with existing ones by making them feel valued.

For example, you could host a live webinar titled “How [Client] Achieved X Using [Your Product]”, where you interview a customer about their experience. Prospects in similar industries will sign up, eager to learn—and when they see a peer’s real-world results, they’re much more likely to become leads.

A cybersecurity firm once did this by having an NHS hospital IT manager share their experience with the company’s security solution. The result? Other NHS trusts tuned in, and many became leads after seeing the proof in action.

If live events aren’t your thing, written case studies on your website (or even PDF versions you can send directly) can be just as effective. It’s low-cost, high-impact content that provides social proof—because prospects always trust real success stories more than sales pitches.

👉 You can see our case studies here.

29. Offer a Free Assessment or Audit – Give Value First, Sell Later

People love free insights—especially if they help identify problems they didn’t even know they had. A well-structured free audit can provide immediate value while naturally leading to a conversation about how you can help fix the issues found.

Examples of effective free assessments:

• Cybersecurity firms offering a free vulnerability scan to highlight security risks.
• Web agencies providing a UX audit to identify usability issues.
• Energy consultants doing a free energy savings assessment to uncover inefficiencies.

One UK marketing agency successfully ran a “Free Digital Health Check” for local businesses, and many who took the audit hired them to improve their score. Similarly, a tech company offering a “free 1-hour process automation consultation” generated dozens of leads per quarter, with a strong percentage converting into paid projects.

30. Run a Limited-Time Challenge or Contest

Challenges can spur engagement and word-of-mouth. For example, a SaaS company might run a “30-Day Efficiency Challenge” where they provide tips to use their tool (or any tools) to improve some KPI, and participants share progress. Or an HR consultancy could hold a contest for “most innovative employee wellness idea” – entrants (who are all potential clients) submit ideas, you feature the best ones (great content), and the winner gets a free service package or a gift.

The participants get value and recognition, and you get exposure and leads (everyone who registers or submits is a lead).

Even internally, some B2B companies have grown by launching fun contests among their user base that encourage referrals – e.g. “refer 3 friends to unlock X feature.” The cost is usually just the prize or incentive, and the buzz generated can be well worth it.

31. Utilize SMS or WhatsApp for Follow-ups

While email is common, many B2B SMEs don’t use text messaging – which can actually cut through the clutter if used respectfully. For small, high-value prospect lists, sending a brief text or WhatsApp message like “Hi [Name], this is [Your Name] from [Company]. I sent an email last week – just wanted to personally see if you have any questions.

Happy to chat. – Thanks!” can yield replies. It feels more personal and immediate than email. Of course, use this only with contacts who provided a number and in compliance with GDPR (get permission).

One SME software vendor noted that politely texting prospects for demo scheduling increased their response rate compared to email alone. It works especially well in the UK where WhatsApp is popular for business communications. Just be sure to keep it helpful and low-pressure.

32. Answer Questions on LinkedIn Posts

Rather than just posting your own content on LinkedIn, actively comment on others’ posts – specifically where your target clients might see you. If a business owner posts about a pain point that your service solves, write a thoughtful comment with a tip (not a sales pitch).

Over time, these comments get you noticed. LinkedIn’s algorithm can even show your comment to people beyond your network if it’s getting engagement. For example, a UK HR software founder regularly commented with expert advice on trending HR discussions; she gained followers and inbound messages from company directors who saw her comments and wanted to learn more about her solution.

This micro-engagement strategy is free and only costs a few minutes a day, yet it can establish you as a go-to resource in your field.

33. Use LinkedIn Voice Messages or Videos in DMs

When doing LinkedIn outreach, try sending a brief voice note or a short video introduction via direct message instead of (or in addition to) text. Few people use this feature, so it feels novel and personal. A friendly voice note (“Hi John, enjoyed your post on supply chain challenges. I had a quick thought on that…”) can intrigue a prospect to respond, where they might ignore a text DM.

Some sales professionals report that LinkedIn voice messages get significantly higher reply rates because recipients appreciate the personal touch. It shows you took extra effort, which reflects well on how you might treat a business relationship. Just keep it concise (30–60 seconds) and genuine.

This strategy essentially brings the warmth of face-to-face networking into the digital space, for free.

34. Participate in Twitter Chats or Hashtag Discussions

If your industry has a presence on Twitter, join in on scheduled tweet chats or use niche hashtags to get in the conversation. For instance, marketers often join #SEOchat or #MarketingTwitter discussions. By contributing smart ideas in those threads, you can attract B2B prospects who are following the topic. It’s a soft way to network; afterward, you can connect one-on-one (“Hi, saw you in the #LogisticsChat – enjoyed your points, would love to connect.”).

Even though Twitter (now X) isn’t traditionally B2B, certain sectors (tech, marketing, startups, etc.) have vibrant professional communities there. A UK startup founder made a point to answer at least one question on #StartupTwitter daily – eventually, investors and customers took notice, all without a marketing budget.

35. Attend Networking Events Strategically (Without a Booth)

Large industry conferences or trade shows can be pricey to exhibit at, but you can still leverage them on the cheap. Buy an attendee ticket (or even just go to the free expo hall/networking mixers) and use creative tactics to meet prospects. For example, one startup couldn’t afford a booth at a tech expo, so they set up informal “office hours” at a coffee shop next door and invited contacts via social media and flyers. Another printed cheeky T-shirts with a bold message related to their product, which sparked conversations with attendees.

In the UK, you might attend local industry meetups or “meet-the-buyer” events that are free or low-cost, just to mingle. The key is to make an impression face-to-face. People are more likely to remember and consider doing business with someone they’ve met in person at an event, even if it wasn’t through an official sales presentation.

36. Host a Roundtable or Executive Breakfast

Invite a small group of target prospects to an exclusive roundtable discussion or breakfast briefing on a hot topic (with no sales pitch). For example, a fintech SME could invite CFOs from 10 local mid-market companies to breakfast at a nice venue to discuss “navigating finance in the digital age.”

You moderate the discussion, provide some research or insights, but mostly let them network and talk. This positions you as a facilitator and thought leader. It’s low-cost – just catering and a meeting room – but delivers high value to attendees.

A UK consulting firm did this with “CEO breakfasts” and reported that many attendees later became clients, attributing it to the trust built in those intimate gatherings. Even virtually, you can do this via Zoom roundtables, which cost nothing and can reach busy executives who appreciate the peer interaction.

37. Start a Referral Circle with Other SMEs

Find a few non-competing small businesses who sell to a similar B2B audience and form a referral circle. Agree to learn each other’s offerings and actively refer leads when you come across relevant opportunities. You can meet quarterly (over coffee or Zoom) to share pipeline info (“I met a company that isn’t right for me but could be for you”).

For example, an office interior design firm, an IT services provider, and a corporate catering company might band together since all serve office managers. Each time one gets in discussion with a company moving offices (for instance), they refer the others. It’s an informal alliance that costs nothing, but by pooling networks you extend your reach.

Just be sure members of the circle are trustworthy and deliver quality, since you’ll be staking your reputation when referring – but that’s also why referred leads who come through this kind of personal network tend to convert at a high rate.

38. Upsell and Cross-sell Partnerships

Partner with a company whose product/service naturally follows or accompanies yours, to cross-sell each other’s offerings. For example, a B2B training provider could partner with an equipment supplier – after the supplier sells machinery, they introduce the training firm to train the buyer’s staff (and vice versa). This goes beyond referrals; it’s almost like creating a bundled solution. Xero’s earlier example (working with accountants) is a form of this, where accountants use Xero for their clients​. Another case: a software company might integrate with a complementary platform and then co-market (“Use [Software] with [Platform] for best results!”). If done right, both businesses gain additional revenue streams without extra marketing spend. Essentially, you tap into an existing customer base that trusts the partner, accelerating your sales cycle.

39. Use Social Listening for Intent Signals

Set up free alerts or use social media search to catch moments when someone is asking for recommendations or showing “intent” to buy something you offer. For instance, X or LinkedIn posts like “Can anyone recommend a good B2B PR agency in London?” or “We’re growing and considering CRM options – suggestions?” are gold. If you find one, you can politely respond or DM with an offer to help, effectively jumping in at exactly the right time. There are free tools (like Google Alerts,) to monitor keywords.

One SME got a big client because they saw on LinkedIn that the company received funding (a trigger that they might need HR services); they congratulated them and offered help at the perfect moment. Social listening is like eavesdropping on needs – when you respond quickly with a helpful approach, you often beat larger competitors simply by being first and timely.

40. Turn Employees into Brand Ambassadors

Encourage your team to share content and engage on social media about your company’s expertise. Employee advocacy can vastly extend your reach at no cost. For example, if each employee shares a LinkedIn post about a new blog article or success story, the cumulative network reach is huge (and people trust content coming from individuals more than from branded pages). You can make it easy by providing shareable snippets or celebrating employees who post.

A small UK tech firm did this and found that one engineer’s post about a cool project went viral on LinkedIn, driving a ton of inbound interest from companies that his 1st and 2nd degree connections worked at. It works internally too: empowering non-sales staff to talk proudly about what you do humanizes the brand and generates warm leads (“Oh, I saw your developer post about that new feature – we actually could use something like that…”).

41. Give a Little to Get a Lot (Charitable Tie-Ins)

Tie your marketing to a charitable act – it can motivate prospects to engage. For instance, pledge that for every meeting booked or demo completed, you’ll donate £5 to a local charity. Promoting this (“Help us donate, schedule a demo!”) can increase response rates.

Prospects feel their time has extra value, and it portrays your company as socially responsible. A UK B2B SaaS did a holiday campaign where instead of sending corporate gifts, they donated £20 to charity for each client who hopped on a year-end call – not only did they re-engage old leads, it also got them press coverage in a local business journal for the charitable angle. It’s a creative twist that turns lead generation into a goodwill exercise, all while doing some real good.

42. Implement Chatbots or Live Chat for Lead Capture

Most SME websites have a “Contact Us” form that visitors politely ignore. A chatbot or live chat widget, on the other hand, actively engages prospects before they click away—often turning casual visitors into leads.

A simple, friendly message like “Looking for something? I can help.” can significantly increase interaction. Instead of waiting for someone to fill out a form, a chatbot can:

• Answer common questions instantly (pricing, features, integrations, etc.).
• Qualify leads by asking key questions.
• Route hot leads directly to your inbox for follow-up.

One small B2B software firm installed a live chat widget and saw a 3x increase in inquiries. Many visitors asked questions in chat who never would have filled out a form.

💬 You can have a chat about sales agents with our chatbot on the link below:

43. Barter Services with Other Businesses

If budget is truly tight, consider trading your services for marketing exposure or other services you need. For instance, if you’re an IT support company, you might offer free IT maintenance for a local marketing agency, in exchange for them doing a marketing campaign for you. Each party pays in kind, not cash. A small UK event firm once bartered event planning for an accounting firm’s client showcase, and the accounting firm in turn introduced them to several of their business clients (leading to paying gigs).

Be strategic: trade with companies whose client base or network can open doors for you. It’s important to formalize what each side will deliver to avoid confusion. When done right, barter deals can fuel growth on both sides without any money changing hands – a lifeline for cash-strapped SMEs to get professional marketing, PR, or other growth help.

44. Use Client Testimonials in Ads (Social Proof on a Budget)

While this involves ads, it’s a very low-budget approach: create simple visuals quoting your happy clients and use highly targeted social media ads (even a few pounds a day) aimed at your niche. This isn’t about broad advertising, but rather amplifying word-of-mouth. For example, a B2B software startup took three strong customer quotes, made LinkedIn ads targeting just 500 specific decision-makers (using job title + industry filters), and spent only £5/day.

Those decision-makers started seeing “ improved their efficiency by 40% with [Startup]”​. in their feed, which built credibility. When the startup’s rep later contacted those targets, many had already heard of them via the testimonial ads – warming the leads dramatically. This strategy leverages the high trust of peer recommendations (remember, most B2B buyers trust peer word-of-mouth over ads)​ while using the targeting power of social platforms to make sure the right people see it for a minimal spend.

45. Offer Limited Exclusivity to Early Clients

People are drawn to feeling special. You can use this by offering a form of exclusivity that costs you nothing but incentivizes prospects. For instance, tell a prospect they can be the “exclusive beta partner” in their sector or region, getting first access to new features or extra support.

This appeals to their ego and desire for competitive edge. A SaaS SME used this by telling a few large prospects, “We’re only taking one client per industry during beta – if you join, none of your competitors will have this advantage until next year.” This created urgency and FOMO, leading those companies to sign up faster.

For your business, you ensure those early clients are happy and successful, then you can use their success as case studies. It’s essentially using exclusivity as currency – a no-cost way to sweeten a deal.

46. Don’t Underestimate Word-of-Mouth (Make it Easy to Share)

The most “organic” growth strategy is plain word-of-mouth – but you can stimulate it. Encourage your satisfied clients to spread the word by making it easy and explicit. This could be as simple as asking for referrals (as covered) or providing shareable content (like an infographic or a helpful checklist PDF with your branding) that your client can forward to peers. Some B2B companies create customer advocacy programs – not just for referrals, but to engage customers in a community where they naturally talk about you. 65% of new business opportunities come from referrals and recommendations, yet many SMEs leave it entirely to chance.

You can be proactive: host a user group meeting and invite clients to bring a “friend from another company,” or give clients extra “seats” or trial licenses to gift to others (a tactic Atlassian and Dropbox used successfully). When someone loves your solution, equipping them to tell others (and maybe rewarding them as well) pours fuel on the fire of word-of-mouth, the cheapest and most powerful growth driver of all.

47. Pick Up the Phone and Make Calls – It Still Works

Yes, cold calling. It’s one of the most straightforward, effective, and underused sales strategies out there. It doesn’t require fancy tools, a big budget, or months of planning—just a phone, a list of businesses, and the willingness to start conversations.

You don’t need to be a pushy salesperson. The goal isn’t to pressure anyone—it’s simply to open up positive dialogues with businesses in your target market. Do this consistently, and the results will follow.

Not comfortable making calls? You can always find someone to do it for you (we can help you with that!), but as a small business owner, making your own sales calls is incredibly educational. You’ll learn firsthand:

• What potential customers actually care about
• How they react to your offer
• What objections come up (so you can refine your pitch)

If you’re unsure where to start, don’t worry—the internet is overflowing with great resources on selling over the phone. We’ve got a guide to appointment setting here and one on closing sales here, but there are plenty of other helpful materials out there.

The key is to just start. Pick up the phone and get going—this is something you can do right now.