B2B software
A B2B software company does not need traffic. It needs the right company, the right role, on a demo or in a trial, with the source carried into the CRM so the board can see what a dollar of acquisition produced. The work is defining that lead precisely, buying only that attention, and keeping the record honest through a sales cycle. This is the same engagement, for startups in b2b software and for companies in it that no longer call themselves startups.
Where the buyer is
“Alternative to” the incumbent, the integration they need, the compliance they have to pass. People who search those are mid-decision. Expensive, worth it, and the negative list is built from the job seekers and the students.
Title, seniority, industry, company size, and the tools they already use. The creative names the problem in their words; the page explains the product in ninety seconds. Demand you create, measured to the demo.
Visitors who read pricing or docs and left are the cheapest pipeline there is. Small budget, specific message, measured separately.
Students, job seekers, competitors’ sales teams, companies five sizes too small, and the geographies you cannot serve. Written into the exclusions in week one.
Qualified, defined
Written in week one, used unchanged for ninety days.
A signup or demo request from a company in the size, industry, and geography you serve, by a person in a role that buys or uses. Logged against the campaign and creative that produced it.
An opportunity created in the CRM from that lead, with the source intact. Reported with stage, so a long cycle is still readable inside ninety days.
Activation and the first paid action, by cohort, when there is no sales team in the loop.
Logged separately with the reason. The exclusion list grows from this, and the count stays honest.
The work
Growth Partner
LinkedIn or Search, chosen by where the buyer is. The offer tested as its own variable. Measurement into the CRM with the source attached, and a monthly report with the platform’s count beside the CRM’s.
The tech that carries it
A reply or a renewal prepared from the account record and the last contract, waiting until a rep reads it and sends it. Answers from your own docs, with the source attached.
The records under it
The account owner lives in the CRM, the contract terms live in the contract, the subscription quantity lives in billing. The design says so before anything is indexed.
Worth knowing
If source is dropped at the form or the rep retypes the lead, the record is fiction. We fix the handoff before spend.
If the cycle is six months, the term reports qualified leads and opportunities, not revenue. We say so in the brief so nobody is surprised in the third meeting.
Demo, trial, sandbox, template, benchmark, migration. The same ad with a different ask produces a different buyer. We test it like creative.
If a founder is still on demos, the lead outcomes we get back are better and the account gets better faster. We build the loop around that while it lasts.
Questions
If yours is not here, ask. We answer plainly, including when the answer is that this is not the right engagement.
Sometimes, if the funnel is product-led and activation is fast. The math is cost per qualified signup against what a customer is worth and when the company gets paid back, and we run it with you on the first call before anyone spends.
Then qualified leads and opportunities created are the ninety-day number, and the channel is usually LinkedIn plus Search on the alternative. The record is built to be readable at the board meeting, not just in the ad platform.
Yes. We hand them qualified, enriched leads with the source attached and we take back the outcome. Their notes make the account better; the account makes their mornings better.
A focused version: named accounts on LinkedIn, pages per segment, and the record by account. Full ABM programs with outbound are a different scope and we will say so.
For a subscription business, yes: about $1 million in annual recurring revenue, or paying customers and a price on a path to it inside a year. For everyone else, revenue. The test is on the fit page.
We will say which channel we would start on, and why, on the first call.