B2B SaaS lead generation
Demos with buyers who match your ICP, paid for when they show up.
Done-for-you cold email for sales-led software companies. We build the list from your ideal customer profile, write to the people who buy, and book the demo on your team's calendar. You pay per qualified demo that happens.
Pay per qualified meeting that shows up. No retainer.
Who you’ll meet
The buyers we book you in front of.
The economic buyer
The head of the function your product serves — finance, operations, sales, HR, engineering — who owns the budget.
The champion
The manager who feels the problem every day and will carry the product internally.
Founders at smaller customers
Where your customers are small businesses, the founder is often buyer, user and signer at once.
Targeting
How we build the list.
Your ICP, written down: industry, headcount, geography, tech stack, business model.
Signals that the problem is live: hiring for roles your product replaces or supports, a new leader in the function, funding, a competitor's tool in their stack, fast growth.
Persona rules for who counts, so a demo with a junior user isn't billed as a demo with a buyer.
Exclusions for customers, open opportunities and anyone your sales team is already working.
The emails
What the outreach leads with.
- 01
One problem, one sentence
Software email fails when it lists features. The copy names the single problem your product is best at, for that persona.
- 02
Proof that's about them
Integrations they already use, a comparable customer type, the tool they'd be replacing — whatever makes the email about their business.
- 03
A demo that respects their time
A short, specific demo offer is an easier yes than a vague request for “a quick chat”.
Every email goes out under your name, and you approve every line before anything sends.
Qualified meetings
What counts as a qualified meeting.
We write the definition with you before a single email goes out. For B2B SaaS companies it usually looks like this:
The attendee matches the personas in your ICP, with function and seniority written down.
The company matches your firmographic criteria.
It isn't an existing customer or an open opportunity.
The demo happened, with the person who booked it.
A meeting that doesn’t match isn’t billable. More on writing qualified meeting criteria.
Why pay per meeting
Why it suits B2B SaaS companies.
For sales-led software, a qualified demo has a value you can work out from your win rate and contract size. Pay per meeting lets you buy exactly that unit, at a price agreed up front, instead of paying for SDR hours or agency time and hoping it converts.
It isn't a fit for every product. If your contract value is low and your motion is self-serve, a paid meeting won't make sense — and we'll tell you so.
See how it works or compare pay per meeting vs retainer.
Pay per meeting
How you pay
- Monthly tech fee
Covers the tech, at cost
Sending domains, inboxes and the software your campaigns run on. It pays for infrastructure, not for our time, and it is the only fixed cost there is.
- Per qualified meeting
The only thing we earn
One fee per meeting, agreed before we start. It is the whole of our upside, which is why our incentive and yours point the same way.
A meeting is billable only when all three are true
Qualified. It matches the buyer criteria we write down together before a single email goes out.
Booked. It is on your calendar, at a time they chose, confirmed.
Showed up. They attended. A booking that no-shows is our problem, not your invoice.
You never pay for
- Our time
- No-shows
- Unqualified meetings
- A month where nothing books
The detail — including how the fee is agreed — is on pay-per-meeting pricing.
B2B SaaS lead generation, answered.
Yes. Demos go on whichever calendar you choose, at a time the prospect picked, confirmed. Reminders and reschedules are handled for you.
It can be, or it can sit alongside them. Teams without SDRs use it as their outbound; teams with SDRs often point it at a segment or persona their reps don't have time for.
Then the list is small, and we'll talk through how many companies fit on the call. A narrow ICP can work well — it just needs more specific emails.
Rarely. Paying per meeting makes most sense when a meeting can turn into a contract worth a sales conversation.
Related industries
We book qualified sales meetings.You only pay for the ones that show up.