Catersource is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Growing Your B2B

Whether you have already established a Business-to-Business (B2B) model and want to expand, or you currently offer a Business-to-Consumer (B2C) model and are looking for ways to increase your recognition and profitability through B2B opportunities, you’ll want to make sure you tailor your approach to the B2B market.

So you must be wondering, what are the best ways to grow your B2B business?

Decide what you have to offer to your colleagues

Do you offer something directly to consumers that your connections could offer in-house? How can you be innovative in your approach so that other businesses could make your product or service easily available to their clients? Make it simple for them to sell for you by providing targeted materials, sample displays or fast access to ordering functions online. You’ll enjoy increased exposure to the marketplace and strong relationships with others in the industry. If you do it well, you will also secure repeat customers—a hot commodity in an industry of one-off events.

Share your expertise

Or, perhaps the most valuable service you can offer your colleagues is your expertise and years of business experience. Consider coaching or mentoring new and struggling businesses, helping them apply your tried and true techniques for their ultimate success. You can offer consultations one-on-one, and/or join the speaking circuit and educate the masses. You might also hold webinars and produce white papers or educational materials that can be purchased online.

Develop your network

When building a B2B business, think of your colleagues as your prospective clients. You’ll want to reach out and encourage new friendships whenever you can. Joining an industry association is a great place to meet and impress fellow business owners and leaders. You’ll encounter like-minded pros and enjoy many opportunities to show off your work to exactly the kinds of potential B2B customers you want to attract. The folks you impress could not only be your next clients, but they can also be excellent sources of referrals directly to consumers.

Reach more B2B prospects through targeted PR

While you may be great at submitting real weddings and events to Business-to-Consumer (B2C) media, you’ll also want to explore PR options in the B2B arena. Think about your colleagues. What do they typically read? Where do they get their news? Where can you reach them with your message?

Narrow down your target media by making a list of the topics about which you are an expert then use tools like HARO (Help a Reporter Out) to find reporters and publishers seeking story sources that match your expertise. Choose publications that your colleagues read and follow and you’ll infinitely expand your exposure, well beyond the traditional B2C crowd.

Are you ready to grow a thriving B2B business? Follow these tips and enjoy the success and fulfillment they bring to your career as an events industry leader.

Kevin Dennis is the editor of WeddingIQ and owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Dennis is the current chapter president for Silicon Valley NACE, and a past national president for WIPA.

See Kevin Dennis at Catersource 2018!

Event pro Kevin Dennis will be teaching Creating Symbiosis between Caterers and Event Planners this February at Caesars Palace, Las Vegas. Click here to view his session description!

Kevin Dennis

Kevin Dennis is the editor of WeddingIQ and the owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Dennis is the past president for Silicon Valley NACE, and national vice president for WIPA.