Picture this: you're a B2B SaaS company selling project management software, and you're faced with a choice. Do you chase after a business that's barely keeping its head above water, or do you set your sights on the company that just signed a lease for a gleaming new office space, one that's doubling its headcount and practically radiating ambition?

It's a no-brainer, right? Growth attracts growth, and in the B2B world, there's no clearer sign of a company ready to invest in new solutions than one that's physically expanding its footprint.

That's why targeting companies expanding their offices is like striking gold for savvy sales and marketing teams. It's a strategy that often flies under the radar, but it's a surefire way to pinpoint businesses on an upward trajectory, businesses that are primed and ready for what you bring to the table.

Think about it: when a company takes the leap and expands its physical presence, it's a clear signal that they're experiencing rapid growth. This growth fuels a chain reaction – they're hiring more people, creating new departments, and facing a whole new level of complexity in their operations. And that's where you come in. They need solutions, whether it's project management software to wrangle their growing teams, new communication tools to keep everyone connected, or marketing automation platforms to reach their expanding customer base.

For leaders in sales and marketing, this translates to a goldmine of opportunity. You're not just casting a wide net and hoping for the best; you're strategically targeting companies that are already in a buying mindset, companies that are far more likely to say "yes" to your product or service. This means higher conversion rates, a better return on your marketing investment, and the potential to close those big, game-changing deals that fuel your own growth.

Remember that CRM startup that landed a massive deal with a tech company that had just moved into a sprawling new headquarters? That's the power of targeting companies on the rise. That single deal transformed the startup's trajectory, proving that aligning yourself with businesses in expansion mode can be a recipe for shared success.

So, how do you find these hidden gems, these companies that are practically waving a giant "we're ready to grow" flag? Let's dive into the strategies that will transform your targeting efforts from a shot in the dark to a laser-focused pursuit of high-potential prospects.

II. Identifying Companies on the Move: Research & Targeting Strategies

Forget about relying on outdated business directories or hoping that word-of-mouth will lead you to the promised land. In today's data-rich world, pinpointing companies expanding their offices requires a multi-faceted, strategic approach. It's about connecting the dots, spotting the telltale signs of growth, and using the right tools to zero in on your ideal customers.

A. Leverage Commercial Real Estate Data

• Commercial Real Estate News & Databases: The commercial real estate world is a goldmine of information, and luckily, there are plenty of resources to tap into. Start by following reputable news outlets, industry publications, and online databases that specialize in tracking office leases, construction permits, and property transactions. Look for announcements about new office spaces being snatched up, expansions of existing facilities, or companies relocating to larger digs in your target markets. A headline like "Tech Startup Inks Deal for 100,000 Square Foot Office Tower" is a pretty clear signal that they're gearing up for major growth.
• Local Business Journals & Publications: Don't underestimate the power of local knowledge. Most cities and regions have dedicated business publications that keep a close eye on real estate developments. These publications are treasure troves of information, often featuring dedicated sections on commercial real estate deals, new businesses setting up shop, and existing companies making big moves.

B. Monitor Job Boards & Hiring Trends

• Job Posting Analysis: One of the most reliable indicators of company growth is a surge in hiring. After all, you can't expand your operations without expanding your team. Keep a close eye on job boards like LinkedIn, Indeed, and industry-specific sites. Look for patterns in your target industries – are certain types of companies suddenly posting a flurry of new positions? Pay attention to keywords like "rapidly expanding team," "new office location," or "significant growth." These are all strong hints that a company is on an upward trajectory.
• LinkedIn Company Pages & Talent Insights: LinkedIn is your secret weapon when it comes to gathering intel on potential prospects. Their company pages provide valuable data on company size, employee growth over time, and new office locations. If you're serious about taking your targeting to the next level, consider investing in LinkedIn Sales Navigator. It gives you access to more in-depth talent insights, allowing you to track hiring trends, identify key decision-makers, and even see who's been viewing your profile.

C. Track Industry News & Events

• Follow Industry-Specific Publications: Knowledge is power, especially in the fast-paced world of B2B. Stay ahead of the curve by immersing yourself in the news and trends shaping your target industries. Subscribe to industry-specific publications, follow influential bloggers and thought leaders, and set up Google Alerts for keywords related to your target market. You'll be amazed at the valuable nuggets of information you'll uncover, from companies securing funding rounds to announce major expansions.
• Attend Trade Shows & Conferences: Sometimes, the best way to find out what's happening in your industry is to get out there and experience it firsthand. Trade shows and conferences are prime opportunities to network, gather intelligence, and even meet potential prospects face-to-face. Keep an eye out for companies that are making a splash, whether they're unveiling new products, hosting impressive booths, or generating buzz with their presentations.

Now that you've identified some promising prospects, it's time to trade the wide-angle lens for a magnifying glass. Let's dive deeper into the art of researching your target companies and uncovering the insights that will make your outreach truly stand out.

III. Deep Dive & Personalization: Researching Your Target Companies

Congratulations! You've compiled a list of companies that are expanding their offices, signaling their readiness for growth and new solutions. But your work isn't done yet. Now, it's time to transform that raw data into actionable insights, the kind that will allow you to craft hyper-personalized outreach that cuts through the noise and resonates with decision-makers.

A. Go Beyond Basic Firmographics

• Understand Their "Why": Don't just settle for knowing that a company is expanding; dig deeper and uncover the "why" behind their growth. Are they launching a groundbreaking new product? Expanding into a new market? Experiencing a surge in demand for their existing offerings? Understanding the driving force behind their expansion allows you to tailor your messaging to their specific needs and challenges. It's the difference between sending a generic sales pitch and delivering a compelling narrative that speaks directly to their aspirations.
• Identify Key Decision-Makers: In the world of B2B sales, knowing who to talk to is just as important as knowing what to say. Once you've zeroed in on a promising prospect, take the time to identify the key stakeholders involved in the expansion and the decisions that come with it. Who's calling the shots on new technology purchases? Who's responsible for ensuring a smooth transition to the new office space? Tools like LinkedIn Sales Navigator are invaluable for this stage of research, allowing you to map out the organizational structure, identify decision-makers, and even uncover shared connections that can help you get your foot in the door.
• Analyze Their Tech Stack: Before you reach out to a potential prospect, take a peek under the hood and see what's powering their business. Are they already using solutions that complement or compete with yours? Understanding their existing technology landscape allows you to position your offering effectively, highlighting areas of synergy or addressing potential pain points. Tools like BuiltWith or Siftery can provide valuable insights into their tech stack, giving you a competitive edge in your outreach.

B. Leverage the Power of Social Listening

• Monitor Social Media Conversations: In today's hyper-connected world, social media is more than just a platform for sharing cat videos and vacation photos. It's a goldmine of insights into what people are saying about your brand, your competitors, and even your prospects. Set up social listening streams for keywords related to your target companies and their expansions. What are people saying about their growth? Are they facing any challenges? Are there any unmet needs that your solution can address? Social listening can uncover valuable nuggets of information that you can use to personalize your outreach and position yourself as a valuable resource.
• Engage with Relevant Content: Social listening isn't just about passively observing conversations; it's about actively engaging with your target audience. Like, comment on, and share content related to your prospects' expansions. This helps you stay on their radar, positions you as a thought leader in your industry, and demonstrates that you're genuinely invested in their success.

Now that you've armed yourself with a deep understanding of your target companies and their needs, it's time to translate that knowledge into action. Let's explore how to craft high-impact outreach that grabs their attention, sparks their interest, and opens the door to meaningful conversations.

IV. Crafting High-Impact Outreach: Engaging Companies Expanding Offices

This is where your research transforms from data points on a screen to a compelling narrative that resonates with your target audience. The key is to cut through the clutter, demonstrate that you've done your homework, and position yourself as a partner in their growth journey.

A. Email Outreach: Personalization Is Key

• Subject Lines That Demand Attention: In the battle for inbox attention, your subject line is your first and perhaps most important weapon. Avoid generic subject lines that scream "sales pitch" and instead, craft compelling teasers that pique their interest and make them want to learn more. Reference their expansion directly, highlight a specific challenge they might be facing, or offer a solution that's tailored to their needs. Think along the lines of "Congrats on the new office space, [Company Name] – we can help you streamline communication across your growing team," or "[Company Name] + [Your Company Name] = A Winning Partnership for Growth."
• Content that Resonates: You've got their attention with your killer subject line; now it's time to reel them in with content that speaks directly to their needs and aspirations. Get straight to the point – decision-makers are busy, especially during an expansion. Clearly articulate how your solution addresses a specific challenge they're likely facing, using language that resonates with their industry and role. Reference their expansion directly, weaving in insights from your research to demonstrate that you understand their world. For example, you could say, "We noticed you're expanding to [New Location] – congratulations! We've helped similar companies navigate the complexities of onboarding new employees remotely during their growth phase…" And don't forget to back up your claims with data and social proof. A well-placed statistic or customer testimonial can go a long way in building credibility and trust.
• Call to Action: Make it Easy to Engage: Don't leave them hanging at the end of your email, wondering what to do next. Provide a clear and compelling call to action that encourages them to take the next step, whether it's scheduling a call, downloading a relevant resource, or visiting your website to learn more. Make it easy for them to engage with you and keep the conversation moving forward.

B. LinkedIn: Beyond the Generic Connection Request

• Personalized Connection Requests: LinkedIn is a powerful tool for connecting with prospects, but a generic connection request is like showing up to a networking event empty-handed. Take the time to craft a personalized message that demonstrates you've done your research and understand their world. Mention a recent article they shared, congratulate them on a company milestone, or reference a shared connection. The key is to stand out from the sea of generic requests and show that you're genuinely interested in connecting.
• Engaging with Content: Once you're connected, don't just let their updates pass you by. Like, comment on, and share their posts, especially those related to their expansion. This keeps you on their radar, demonstrates your expertise, and provides opportunities for meaningful interactions.
• Direct Messaging: LinkedIn's direct messaging feature can be a valuable tool for starting conversations and building relationships, but only if used strategically. Don't bombard them with sales pitches or generic messages. Instead, send thoughtful, personalized messages that offer value, spark their interest, or continue a conversation that began organically.

C. Account-Based Marketing: Precision Targeting at Scale

• Create Targeted Account Lists: Account-based marketing (ABM) is all about focusing your efforts on a select group of high-value accounts, and companies expanding their offices are prime candidates for your ABM campaigns. Develop highly focused lists of companies that align perfectly with your ideal customer profile, ensuring that your marketing and sales efforts are working in perfect harmony.
• Tailor Your Content & Messaging: Generic content won't cut it in the world of ABM. You need to create content that's specifically designed to resonate with your target accounts, addressing their unique challenges, pain points, and aspirations. This could include blog posts, case studies, webinars, or even personalized landing pages that speak directly to their expansion plans.
• Leverage Retargeting: Keep your brand top-of-mind with retargeting ads that follow your target accounts across the web. When they visit your website, engage with your content, or take a specific action, retargeting ensures that you stay on their radar and nurture them through the sales funnel.

And if your budget allows, consider taking your ABM efforts a step further with personalized direct mail. Yes, even in our digital world, a well-timed, personalized piece of mail can cut through the clutter and make a lasting impression.

Remember, targeting companies expanding their offices is an ongoing strategy, not a one-and-done tactic. It requires constant monitoring, analysis, and refinement to ensure that you're staying ahead of the curve and maximizing your results.

V. Measuring Success and Adapting Your Approach

In the world of sales and marketing, data isn't just about targeting; it's about understanding what's working, what's not, and constantly refining your approach to achieve better results.

A. Track Your Key Performance Indicators (KPIs)

• Website Traffic: Is your website traffic increasing from companies in your target industries or locations? Are they landing on the pages you're optimizing for expansion-related keywords?
• Lead Generation: How many qualified leads are you generating from companies that are expanding? Are these leads converting into opportunities at a higher rate than leads from other sources?
• Sales Pipeline and Conversions: Are the leads you're generating from expanding companies translating into deals and revenue? Are you closing deals faster or for larger amounts with these companies?

Don't stop there – track any other KPIs that are relevant to your specific goals, such as engagement on targeted LinkedIn content, attendance at industry events, or even the number of conversations you're having with key decision-makers at expanding companies.

B. Continuously Refine Your Strategy

• Analyze Your Data: Data without analysis is like a compass without a map. Regularly review your KPIs to identify trends, patterns, and areas for improvement. What's working well? What's falling flat? Use these insights to fine-tune your targeting, messaging, and content strategy.
• A/B Test Your Outreach: Don't be afraid to experiment with different approaches to see what resonates best with your target audience. A/B test your email subject lines, email copy, LinkedIn outreach templates, and even your website copy to optimize your response rates and conversion rates.
• Stay Agile: The business landscape is constantly evolving, so your strategies need to evolve with it. Stay informed about new trends, industry shifts, and competitor activities, and be prepared to adjust your approach accordingly.

VI. Conclusion: Growth Attracts Growth

Targeting companies expanding their offices is more than just a clever tactic; it's about aligning your business with the energy and ambition of companies that are poised for success. It's about becoming a part of their growth story and helping them achieve their full potential.

By mastering this strategy, you can achieve:

• Higher-Quality Leads: Focus your efforts on businesses that are actively seeking new solutions and are more likely to convert into paying customers.
• Increased ROI: Make the most of your marketing and sales resources by targeting companies with a higher likelihood of conversion, leading to a better return on your investment.
• Greater Brand Visibility: Position yourself as a partner in growth within your target markets, building brand awareness and credibility among companies that are on the rise.

So, are you ready to ride the wave of expansion and unlock explosive growth for your business? Start implementing these strategies today, and watch your sales soar as you connect with companies that are primed and ready to invest in their future.

About Autobound

Autobound's leading AI-powered platform delivers 350+ unique insights for go-to-market teams from financial filings, social media activity, 35 news events, competitor trends, job changes and more. Trusted by 7,000+ companies including TechTarget and validated by 220+ 5-star G2 reviews, we're unlocking hyper-personalization at scale, with native integrations for Salesloft, Outreach, and more. Leverage our developer-friendly API, try our Chrome extension, try our platform free, or contact our team to eliminate guesswork and drive measurable growth →

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