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B2B lead generation: more clients for your IT or software company
The first customers almost always come from the founder's network. That's normal, but at some point that network runs dry. Then come months with few new conversations, and it's a matter of waiting to see which month will be good.
Why lead generation at tech companies often stalls
You talk about the product
Prospects respond to their own problem, not to a list of features.
You wait for someone to get in touch
Inbound leads are nice, but you can hardly steer them.
You contact too few people, and give up too quickly
One email without a reply isn't a no.
Start with your existing customers
The fastest route to new customers runs through the customers you already have. Call them and ask how satisfied they are, why exactly, and whether there's anything you could do better. A happy customer will also tell you in that conversation why they chose you, and those are the words you want to use in your prospecting.
Then ask the question most companies forget: "Do you know other companies, partners or customers we could help in the same way?" It takes a few seconds, but it can bring in a lot of business, because a referred prospect already trusts you before the first conversation. Ask that question every time a new customer signs as well. That's when they're most enthusiastic.
What to focus on next
One ideal customer, and the moment they need you
A good lead is a company that fits you and has a reason to change now. Think of a company looking for its first sales hire, that just raised funding, appointed a new IT manager or is expanding to a new country. If you recognise that kind of moment, you approach prospects at the right time.
A message in your customers' words
Use the phrases your customers themselves used when you asked why they chose you. They work better in a first message than anything you can come up with yourself.
A tool that lines up your leads
Don't waste time looking up companies, names and phone numbers in an Excel sheet. A lead generation tool, such as Apollo, Lusha or Cognism, finds companies that fit your ideal customer and immediately provides the contact details of the right person. That way your time goes into reaching out, not into building lists.
Volume, and two fixed prospecting blocks a week
Lead generation is largely a matter of volume: the more people you contact, the more conversations you get. So block two fixed slots of about two hours a week in which you only prospect: no emails, no proposals. And keep doing it when the pipeline is full, because the customers you'll have three months from now are the ones you find today.
Combine channels in a fixed rhythm
One channel is rarely enough. A prospect who doesn't read your email might pick up the phone, or reply on LinkedIn. That's why you work with a fixed sequence of touchpoints, where each channel builds on the previous one. Your email makes your name known, so your call afterwards isn't completely cold. Your call puts a face to your email. And on LinkedIn they see there's a real person behind it.
An example of such a sequence:
MomentWhat you do
- Day 1
A short, personal email about their problem, not about your product
- Day 4
Call, referring to your email. No answer? Then send a second email that builds on the first
- Day 8
Call again, and send a LinkedIn connection request with a short message
- Day 14
A final call, and a closing email saying you assume it's not a priority right now, and that they're always welcome to get in touch
7 touchpoints in 2 weeks
That's seven touchpoints in two weeks. It's an example, not a fixed rule: the right rhythm depends on your audience. You reach the CEO of a large company differently from the founder of a small IT business. Test a sequence for a few weeks, see where the replies come from, and adjust it accordingly.
That closing email gets a reply surprisingly often, because it gives the prospect room to respond honestly. And call at a different time each time. If you call every Monday at 11, you might always land in the same standing meeting. Alternate between early and late, and between different days.
Which channels work for IT and software companies?
ChannelWhen it works well
Existing customers and referrals
Always. It's the fastest and cheapest channel, provided you actually ask the question.
Outbound via email, phone and LinkedIn
When you have a clear ideal customer profile, reach enough volume and combine the channels in a fixed rhythm.
LinkedIn, from a personal profile
When the decision-makers are active on LinkedIn and the founder or salesperson regularly shares something about the problem you solve.
Partners
When there are companies serving the same customers, such as integrators, software vendors or consultants, who can recommend you.
Events and workshops
When your customers come together at trade fairs, in networks or at incubators, and you have something useful to say there.
Website and SEO
In the longer term, when you write articles about the questions customers actually ask.
There's no single best channel. You get the best result with a few channels all aimed at the same ideal customer.
How we help
Step 1
Sales Analysis
In the Sales Analysis we map out where your best customers came from and which channels have the most potential.
Step 2
90-Day Sales Sprint
In the 90-Day Sales Sprint we build a consistent approach to lead generation together: ideal customer profile, referrals, the right tools, a fixed rhythm of touchpoints and two fixed prospecting blocks a week, until the team keeps it up on its own.
How strong is your lead generation? Take the free sales scan
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- Your score straight away
- Your 3 biggest levers, with cost and a first step
- If you like, a free 45-minute call
Free and with no obligation. Your answers stay with us.
Meet the founder
Frequently asked questions
Should we buy leads or contact lists?
Usually not. Bought lists are often outdated and not aimed at your ideal customer. A small list you build yourself based on the right moment brings in more conversations.
Does cold emailing still work in B2B?
Yes, if it's targeted and personal and you respect the privacy rules. It works best combined with phone and LinkedIn, in a fixed rhythm of touchpoints.
How often do you contact a prospect before giving up?
Count on six to eight touchpoints over about two to three weeks, spread across email, phone and LinkedIn. Most replies don't come after the first message, but later in the sequence.
How quickly will we see more leads?
With a sharp ideal customer profile and two fixed prospecting blocks a week, you usually see more conversations within a few weeks. To know which channels work best, count on three months.
Book a 45-minute call
Free and with no obligation. Pick a time that suits you, or leave a message and we'll get back to you within one working day.
Your call is with Yassine AkhayadFounder of Techsellr, 8+ years in B2B tech sales
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