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Breaking into the B2B Market:
Lessons from Thai Startups on Succeeding with Large Corporations
In today’s business world, B2B (Business-to-Business), or selling products and services to large organizations, has become a key goal for startups. It promises a stable customer base and long-term revenue. But this path requires sharp strategies and a lot of patience. This article summarizes insights from the “B2B: How to Unlock Access to Corporate” session at SITE 2025, featuring three startup leaders who shared their secrets to success in the corporate market: Chonsorn Poovapanich, Residential Team Lead, ION Energy; Natthaphan Akrachirathorn, CEO & Co-Founder, System Stone; and Dr. Warodom Khamphaenchai, CEO & Co-Founder, Altotech Global.
Know Yourself and Your Customer: The First Deal
The first step in any B2B deal is a deep understanding of two things. Chonsorn from ION Energy emphasized that startups must know their product’s strengths and truly grasp the customer’s pain points. This allows them to offer a precise solution that positions them as a partner, not just a vendor.
Natthaphan from System Stone recommends investing in an initial Proof of Concept (POC), even if it’s free. This proves to the client that you can deliver, and it’s an investment in building trust. Dr. Warodom from Altotech started his journey by leveraging relationships and credibility to secure his first deal. Once that first project was successful, he used it as a reference to expand to other organizations. In the B2B world, trust is a crucial currency.
Penetration Techniques: Adapting to Corporate Structure and Culture
Working with large corporations isn’t just about offering a modern solution; it’s about understanding their structure, culture, and the importance they place on branding and trust.
Chonsorn gave the example of working with Sansiri, which required understanding everything from their organizational structure to their construction process. This allowed his team to design and adapt a solar cell solution that aligned with the company’s “Green Energy” direction and its overall sustainability goals.
Natthaphan from System Stone added that if a company already has an existing system, you must show how your new solution will add value and be easier to use. An example he gave was changing a maintenance system from a computer-based platform to a mobile app, making it more convenient for users in the smartphone era. “Sometimes, clients aren’t resistant to new technology; they’re afraid it will disrupt their existing system. We have to prove we are here to enhance, not destroy.” – Natthaphan
Challenges and Closing Deals: Be Patient and Flexible
In the B2B world, a single deal can take months or even years. Natthaphan once negotiated a project that took two years because it required internal policy changes, such as installing Wi-Fi and allowing smartphones in the factory.
For solutions with a high investment cost, starting with Proof of Concept (POC) is an excellent way to reduce resistance. Customers can test the solution and see real results before taking the data to senior management for a major decision.
“Don’t rush to close a deal just to hit a quarterly target. Sometimes, starting with a small project builds more solid confidence.” – Natthaphan
The Differentiating Factor: What Large Corporations Want
Large organizations don’t just look for a solution that “works.” They prioritize differentiating values that can build a new brand image and reinforce their market leadership.
Dr. Warodom from Altotech explained that many corporate clients want to be “the first” in their industry. This could mean being the first to achieve carbon neutrality or the first to use AI to manage energy in their buildings and factories.
This trend shows that large companies don’t buy a solution just because it functions—they buy it because it makes them stand out from the competition and provides a story to tell both internally and to the public.
Therefore, if a startup wants to penetrate the B2B market, offering a proposal that helps an organization become a “leader” or “the first” will significantly increase the chances of closing the deal.
The B2B market can be full of challenges, from complex decision-making processes to long deal cycles. But startups can learn a lot from these seasoned entrepreneurs: truly understand your own strengths and your customer’s problems, build trust by proving your value, and be flexible enough to adapt your solution to the corporate context.
Large companies aren’t just looking for a solution that works, they want a partner who can help create value and differentiation in the market. If a startup can present a solution that addresses both a corporation’s business needs and its brand image, it has a high chance of success on the B2B path.
