Backscatter communication (BSC) is being realized as the core technology for pervasive sustainable Internet-of-Things applications. However, owing to the resource-limitations of passive tags, the efficient usage of multiple antennas at the reader is essential for both downlink excitation and uplink detection. This work targets at maximizing the achievable sumbackscattered-throughput by jointly optimizing the transceiver (TRX) design at the reader and backscattering coefficients (BC) at the tags. Since, this joint problem is nonconvex, we first present individually-optimal designs for the TRX and BC. We show that with precoder and combiner designs at the reader respectively targeting downlink energy beamforming and uplink Wiener filtering operations, the BC optimization at tags can be reduced to a binary power control problem. Next, the asymptotically-optimal joint-TRX-BC designs are proposed for both low and high signalto-noise-ratio regimes. Based on these developments, an iterative low-complexity algorithm is proposed to yield an efficient jointlysuboptimal design. Thereafter, we discuss the practical utility of the proposed designs to other application settings like wireless powered communication networks and BSC with imperfect channel state information. Lastly, selected numerical results, validating the analysis and shedding novel insights, demonstrate that the proposed designs can yield significant enhancement in the sum-backscattered throughput over existing benchmarks.