How to Get B2B Clients in Israel: 7 Channels and Costs

What is B2B marketing, and how is it different from B2B sales?

B2B marketing is everything that makes the right companies know you and want to talk, and B2B sales is what happens from the first conversation to the signature.

B2B means business to business. Compared with B2C, there's almost always more than one person in the room (user, budget owner, sometimes procurement), the process is longer, and each deal is worth more. The market is also finite. You can count the companies that fit you, and in Israel that list is shorter than it looks.

In a small company the split is mostly on paper. Whoever writes the LinkedIn post also answers the comments and takes the meeting, and often that's a founder.

Where do B2B clients come from?

There are seven main channels: three that run through people, two that rely on existing demand, and two forms of outbound.

Referrals, partnerships and conferences

Referrals are the highest-quality channel, because a referred buyer already trusts you halfway. They cost nothing, and their pace isn't yours. You can still ask, right after a client gets a result, naming a person or company they know.

Partnerships are companies that sell something else to the same customer, like an accounting firm and a payroll software company that both meet finance managers. They take months to build, and when they work, clients arrive at a steady pace.

Conferences work when your whole industry meets in one place, like Cybertech in Tel Aviv for cybersecurity. Most of the work happens around the event: booking meetings before it and following up a few days after.

Content and paid ads

Content and SEO bring people already searching for what you sell, and they're the slowest channel here. A 2025 Ahrefs study found that only 1.74% of new pages in its sample reached Google's top 10 within a year (6.11% in a filtered sample of English content). A page that ranks, though, keeps bringing inquiries with no running budget. This article is that experiment, on our side.

Paid ads on Google, Meta or LinkedIn are the opposite: they start within days and stop when you stop paying. As of 2026, the minimum daily campaign budget on LinkedIn is $10 according to LinkedIn, and that's only the floor. Search ads need people already typing their problem into Google, and if they don't know a solution exists, there's nothing to advertise against.

Cold email and LinkedIn

Cold email reaches many companies you chose yourself and takes the most preparation: a list, verified addresses, and infrastructure separate from your main domain. For us that's 100 warmed inboxes per setup and 14 days of warm-up. In Israel, check the spam law too: section 30A of the Communications Law has no general exemption for B2B cold email. Our email reply rates run 8% to 25%. More on email outreach.

LinkedIn is personal outreach from your own profile, with no new account and no warm-up, and our reply rates there run 20% to 45%. The catch is volume, since every profile has a cap (see LinkedIn limits).

How much time and money does each channel take?

Every channel costs money, time or both. What differs is how fast the first result comes and how much of the pace you control.

One cost sits in every row, so it isn't in the table: who answers. If a lead waits two days for a reply, the channel doesn't matter. What makes a good lead from each source: B2B leads.

How do you choose a channel by deal size and stage?

Start from deal value and the number of possible customers. A small deal in a broad market needs a channel that's cheap per contact, and a large deal in a small market justifies personal work per company.

For a large deal against a short list, see the ABM campaign playbook. To choose:

1. Work out an average deal's value and time to close.
2. Count the companies that fit you in your market.
3. Check whether people search for what you sell, in Google's Keyword Planner.
4. Pick one main channel and give it enough time and volume for a real answer.
5. Measure cost per meeting with a decision-maker and per closed client. Clicks and messages are only the way there.
6. Add a second channel only once the first works.

How do you get your first B2B clients?

The founders get them by hand: their network, direct outreach, and conversations meant to learn more than to sell.

List everyone you know who fits the profile, or knows someone who does, and ask for introductions by name. Reach out from your personal LinkedIn profile, since a founder's message reads differently from a salesperson's. It can pay to give the first clients a friendly price for regular feedback (design partners).

Don't buy ads before you know who buys and why. You'd pay for answers the conversations give free.

An outbound agency, ours included, isn't the answer yet either. Without product-market fit there's nothing to scale. Still reach out to strangers, yourselves, because every reply teaches you about the product.

What changes when you want to grow?

To grow you need at least one channel whose pace you control, because referrals don't arrive on a work plan.

Starcar designs and runs fun corporate events for companies and large organizations across Israel. They relied on word-of-mouth referrals and paid ads on Meta, and the Meta spend was significant and kept climbing. We ran email campaigns to school principals, municipalities and HR managers, plus a dedicated LinkedIn campaign to HR managers. The result: 28 qualified meetings and 8 deals closed. More in our case studies.

What changed? Before, clients came when they decided to. Here the targets and channels were set in advance, and that kind of channel can be turned up when you want to grow.

Writing this, I realized every channel ends up feeding the first one. A client who came from a conference, Google or LinkedIn and got a result is the one who refers you next year. So the real question may be how fast you reach the point where referrals run on their own.