Lead Generation for B2B SaaS
We do lead gen for B2B software companies with $10K or more in annual contract value. This is the vertical we started in, and it's the one where we can show you the receipts: Gainsight got 90 sales accepted leads in two months on a program like the one described on this page.
The short version: we watch for companies that just posted the exact role your product serves, or closed a round, or hired a new VP, or changed something in their stack, and we email whoever owns that decision the same week about that specific thing. Starts as low as $2,999 a month, month to month, and what you get is a sales accepted lead, defined in writing before the first email goes.
Who you're selling to, and why the usual approach doesn't work on them
Your buyer is whoever owns the problem your product solves. A VP of Customer Success, a head of RevOps, a controller, a security lead. They've already got something for it: a tool, a spreadsheet, or a person. They switch when something changes. The team doubles after a round. A new leader shows up with a preferred stack. The current tool's renewal is coming up and the reviews are bad. Or a role gets posted that your product would make unnecessary.
Most SaaS lead gen skips all of that and works from firmographics. Every VP of Customer Success at every software company between 200 and 2,000 people gets the same email about reducing churn. It's the same list every competitor bought from the same database, and the buyer has seen that email four times this month with four different logos on it.
The other failure is relying on inbound alone. Content and paid demand gen reach buyers who are already searching, and in a category with a few thousand real prospects, that's a small slice of the market at any given moment. The rest aren't searching because nothing's changed for them yet.
We build the list from the change. The companies where something just happened, and an email about that thing.
What we watch for
There are five signals. They are all public and dated, and they all indicate that the buyer is deciding something your product touches.
The role your product serves gets posted. A company posting a RevOps manager, a CS ops lead, or a second security engineer is about to buy tooling for that function, or is about to try to solve with a salary what your product solves with software. We email the hiring manager and offer the product as the faster version of the hire. Or the thing that changes what the hire needs to be.
A round closes, or a new leader arrives. A Series A or B means the team doubles and the tools that worked for 20 people break. A new VP in their first 90 days is rebuilding the stack and has budget to do it. We name the round or the hire and ask what the plan is for the function. Not "can I get 15 minutes."
The stack changes. Job posts that name specific tools, changes in the tech on their website, integration announcements. A company that just adopted a platform you integrate with is at the moment it'll add the tools around it. We lead with the integration.
A competitor's renewal is coming up badly. Review sites, where a company's own employees post about the tool they're stuck with, and job posts that list the competitor's product as a required skill. A low rating from a named company three months before a typical renewal window is the best signal in software, and almost nobody uses it. We offer a migration path and a reference from a company that switched off the same tool.
They expand into a new segment or market. Press releases, a new pricing tier, hires in a new region. Expansion breaks the assumptions the current tooling was bought under. We ask how the new segment's being handled in the current tool.
What the email looks like
Subject: The RevOps Manager role
Hi Jordan,
Saw the RevOps Manager posting go up last week, right after the Series B. Most teams at your stage post that role because forecasting and pipeline hygiene broke somewhere between 30 and 60 reps.
We run forecasting for four companies that went through the same jump this year, and in two of them the hire ended up scoped differently once the tooling was in.
Worth 20 minutes to see whether it changes what the role needs to be?
Sam
Sam is your rep. The role, the round, and the rep count came from the signal. And the email offers a point of view on the hire instead of a demo, which is why a VP who isn't shopping for software this week still writes back.
Want to know how many companies in your ICP posted the role you sell into last month? Book a 15-minute call and we'll pull the number before you get on it.
What we mean by "lead"
A sales accepted lead. Someone wrote back, they fit the ICP, we got them on your rep's calendar, and your rep looked at it and said yes, that's a real one. We don't count MQLs or form fills.
Before anything sends we write down the line with you: company size, ARR band or funding stage, industries in and out, geography, titles, and whatever disqualifiers your sales team already uses. If a reply misses that line, we hand it over as a note and we don't count it. Your rep can reject any lead and it comes off the number.
That's how the Gainsight number was counted, against a line agreed up front, with the full reply list in front of their team the whole time.
How it runs
Week one we set up sending domains and mailboxes in your name, agree the ICP and the SAL definition, and turn on the five signals across your segment.
Week two the first emails go out under your reps' names.
Replies go to your rep the same day with the signal and the thread, so the discovery call starts from "you just posted a RevOps role" instead of "so tell me about your business."
Every morning we look at yesterday's SALs against the target. If we hit it, we send more. If we missed it, it's one of four things: wrong companies, not enough of them, the email was off, or it didn't land. We find which, fix it, and that's what goes out today. You can follow it in the log. If role postings are converting and stack changes aren't, you'll see the volume move.
When you leave, the domains and mailboxes are yours, reply history included.
What it costs
Starts as low as $2,999 a month, month to month. No setup fee, no minimum term.
That covers domains, mailboxes, warmup, the list, the signals, the copy, sending, replies, SAL handoff, and the daily log.
It doesn't cover a caller. If you want phone and LinkedIn on top, that's the outbound program, linked below.
Results
Gainsight is a software company, and the case study has the detail on how the 90 were counted.
Book a 15-minute fit call
Tell us your ACV, your ICP, and how the sales team's set up. We'll tell you whether we'd take the account, which of the five signals fire most in your segment, and, if it shouldn't be us, who to call instead.
Other ways we work with B2B SaaS
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if you've got your own reps for the calls and want the email built on signals instead of a database.
Lead Generation for other industries
Questions people ask us
We already have our own reps. What do you add?
The list. Most in-house rep teams work a database pull and spend their day on personalization. We hand them a list where the reason to email is already known, and either run the email ourselves or feed the signals to your team. A few clients do both.
Does this work for product-led companies?
If the sales-assisted tier is $10K or more, yes. Under that, a booked meeting costs more than the deal's worth and you should put the money into the PLG motion.
How is this different from a demand gen agency?
Demand gen reaches people who are already looking, through content and paid media, and costs $10,000 a month and up plus spend. We reach the people who aren't looking yet because something just changed for them. In a category with a few thousand real prospects, that's most of them at any given time.
What ACV do you need?
$10K and up. At $10K a booked meeting has to close at a rate most sales teams hit. Under that, the program can still book meetings, but the cost per closed deal stops making sense.
How do you define a sales accepted lead?
Someone wrote back, they fit the ICP line we agreed in writing, they're on your calendar, and your rep accepted it. Your rep can reject any lead and it comes off the count. That's how Gainsight's 90 were measured.
How fast do SALs start?
Usually weeks three to five. Role postings and new-leader hires go fastest because the buyer's got a decision open with a date on it.