Outbound for software companies that have outgrown product-led alone.
Self-serve signups plateau. Paid acquisition gets more expensive every quarter. The next stage of growth comes from deliberately targeting the accounts that will never find you on their own.
We build lists from the stack itself - competitor tooling, hosting, CRM, CI/CD and integrations - so relevance is provable in line one.
Multi-persona sequencing
Champion, technical evaluator, security reviewer and economic buyer each get a distinct narrative and cadence.
Product-led offers
Trials, benchmark reports, migration audits and sandbox access convert far better than "quick 15 minutes?".
Expansion motions
Sequences aimed at adjacent teams inside existing customers, where win rates are three to four times higher.
The metrics we move
Pipeline coverage, not vanity engagement.
We report against the numbers your board already tracks, mapped into your CRM from the first week so attribution is never argued about later.
3.4x
Median pipeline coverage added within two quarters
-38%
Reduction in blended cost per booked meeting versus paid
22%
Average share of new ARR sourced by outbound after 12 months
9 days
Median time from first touch to a discovery call
Motions we run
Four plays for four moments in a software company's life.
Category entry
You are new, unknown and competing with a name everyone recognises. We lead with a sharp point of view and a low-risk proof offer rather than a feature comparison.
Competitive displacement
Technographic data tells us exactly who runs the incumbent. Sequences focus on the specific friction that tool creates and time the approach to renewal windows.
Upmarket expansion
Moving from SMB to mid-market or enterprise changes the buying committee entirely. We add security, procurement and executive tracks to the motion.
Land and expand
Mapping every adjacent team in your existing accounts and running internal-referral sequences that turn one licence into a department-wide rollout.
How a programme launches
From ICP model to expansion motion, on a real timeline
This is the sequence we run with every new SaaS client, adapted for whether you're chasing new logos, displacing an incumbent, or moving upmarket.
Week 1-2 - ICP and stack mapping
We define the accounts worth chasing using firmographic and technographic signals: hosting, CRM, CI/CD, integrations and headcount growth, not just industry and size.
Week 3 - Persona and offer build
Champion, technical evaluator, security reviewer and economic buyer each get a distinct message and a product-led offer suited to their stake in the decision.
Week 4 - Launch across channels
Mass outreach opens volume on rotating secondary domains, 1:1 sequences go to your priority accounts, and LinkedIn runs in parallel to build social proximity before the email lands.
Week 6 onward - Weekly optimisation
Reply themes, meeting quality and stack-fit accuracy are reviewed weekly; underperforming segments are cut and winning angles are scaled.
Quarter 2 - Expansion motion
Once the new-logo engine is stable we layer in expansion sequencing: adjacent teams inside existing accounts, using product-usage and renewal signals as triggers.
Scope of work
What a b2b drum SaaS programme actually includes.
What's included
Technographic + firmographic ICP model built with your RevOps team
Persona-specific messaging for up to four buying-committee roles
Product-led offers: trials, sandbox access, benchmark and migration audits
Mass, 1:1 and LinkedIn sequences running in a coordinated cadence
CRM mapping and attribution set up before the first send
Weekly performance review with reply and meeting-quality analysis
What we need from you
Access to 2-3 sales calls to hear how your best reps position the product
A named technical stakeholder for offer and objection review
CRM or spreadsheet access for closed-won and churn context
Sign-off on domains and sending infrastructure for deliverability setup
One working week to validate messaging before volume ramps
A single Slack or email channel for day-to-day collaboration
"We had a strong self-serve funnel and no idea how to reach the accounts that would never sign up on their own. Within a quarter outbound was our single biggest source of enterprise pipeline — and the reps stopped fighting us on lead quality."
VP Sales, mid-market SaaS platform
See the exact emails we would send in your category.
Share your ICP and we'll write two sample sequences, sized against a real addressable-market count, before you commit to anything.
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