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B2B SaaS startups · Lead generation

Find buyers who have the problem your software solves, beyond the founder's contacts.

Lead generation for a B2B SaaS startup means putting your product in front of the people who own a painful, specific job at a company that can pay for software. GullySales works on the target list, the outbound message and the inbound pages, so that demo requests come from strangers as well as friends.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for B2B SaaS startups

Sales and marketing for B2B SaaS startups, the overview.

Last updated 18 Oct 2026.

For B2B SaaS startups

Where it usually goes wrong, and what we would do.

  • “A signup is not a lead until someone knows the job it was for”

    A trial signup with a Gmail address and no company name tells the team little. Without a short question about the problem the visitor wanted solved, the follow-up message is generic and the signup is treated like a download.

  • “Outbound to the wrong title wastes a good list”

    The person who feels the pain is not always the person who signs. A message about reconciliation sent to the CFO instead of the accounts lead gets a polite delete. The list needs both roles, with a different first line for each.

  • “Inbound pages should be about the problem, not the product”

    Buyers search for the symptom, such as chasing payments by hand or merging spreadsheets. A page that names that symptom in the buyer's own words gets found. A page that lists features does not.

  • “Founders' warm intros dry up before the pipeline is built”

    Introductions from the founder's circle are the best leads, and they are finite. A startup that has not built a second source by the time they slow down finds out in the quarter it needs the pipeline most.

What we do

What we deliver for B2B SaaS startups.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Ideal customer profile and target account list

    A written profile of the company type, size, tools in use and the role that feels the pain, with a list of named accounts that match.

    Result: Everyone selling knows which companies and which job titles to approach.

  2. Outbound message set by role

    Short first messages and follow-ups for the person who feels the pain and the person who approves the spend.

    Result: Each reply can be traced back to the message and role that drew it.

  3. Problem-led landing pages

    Pages written around the situation a buyer searches for, each with one clear request for a demo or trial.

    Result: A visitor sees their own situation named within the first screen.

  4. Signup qualification question

    One question at signup asking what the visitor is trying to fix, stored with the account.

    Result: The first follow-up refers to the visitor's stated problem.

  5. Lead source column in the CRM

    Every lead is tagged with where it came from: outbound, inbound page, referral, event or community.

    Result: You can see which source produces paid accounts and not only demos.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

What to capture or send

A lead is worth the fields it carries at each moment, from signup to demo.

Job the signup was for
A single question on the signup form. It separates a user testing a feature from a team looking to replace a spreadsheet.
Company size and role of the signup
Taken from the form or looked up by the founder. It tells whether the person can buy or only use.
Where they heard of the product
A source field set from the page or asked on the form. It shows whether outbound, search or a referral brought the account.
The message that got the reply
Logged against the lead by whoever sent it. It shows which outbound line and which role draw answers.
Demo booked, held or missed
Marked after the slot. It shows where leads drop out before a conversation.

Who it is for

This is written for these B2B SaaS startups.

  • Early-stage SaaS selling to Indian SMEs and mid-market firms
  • Vertical SaaS for one trade, such as clinics, schools, dealers or builders
  • Developer tools and APIs sold to engineering teams
  • HR, payroll and compliance software for growing companies
  • Finance and accounting tools sold through CA firms
  • Indian-built SaaS selling to buyers in the US, UK or Middle East
  • Spin-offs from services firms that turned an internal tool into a product
  • Bootstrapped founders who have not raised and cannot hire a sales team yet

Not for

It is not the right fit if.

  • You cannot yet name the job a customer hires the software for, so an outbound list would have no message to carry.
  • No one besides the founder can run a demo, and the founder's diary is already full, so more leads would wait.
  • You hope to buy a list of emails and send to all of it, which damages the sending domain and the name.

How it works

How the lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand your capacity

    We ask how many enquiries your team can answer well, who answers after hours, and what a good enquiry looks like. Without this, the system fills a funnel nobody is watching.

  2. 2

    Audit current sources

    We read your call log, WhatsApp chats, enquiry sheet and platform dashboards. The baseline is recorded: enquiries by source, reply time, conversion and cost per order.

  3. 3

    Strategise the channel mix

    Search and maps are chosen for people ready to buy, ads for people who are not yet looking, and content and referrals for trust.

  4. 4

    Implement capture and follow-up

    Pages, forms, tags, the lead record and the first-reply message are built and tested end to end. We submit test enquiries ourselves before any media money is spent.

  5. 5

    Measure and optimise

    Enquiries are traced to source and judged by what became orders, not by volume alone. Channels that fill the sheet with poor enquiries are cut back. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we start with outbound or inbound?
Start with whichever the founder already has material for. If there are customer conversations and clear pain points, outbound can begin from those. If there is a content habit, inbound pages build on it. We pick one to learn from first, then add the other.
Do we buy lead lists?
We build lists from public company information and your own customer patterns instead of buying bulk contact files. Bought lists carry out-of-date and unconsented contacts, and they damage the sender reputation of your domain. Check data-protection obligations with your own adviser.
What counts as a lead for us?
You decide, and we write it down. A common split is a person who asked for a demo, a person who used the product with a stated problem, and a person who replied to outbound. Each gets a different follow-up route.
Do we buy lead lists?
Build the list from the profile instead. Bought lists carry stale roles and unverified addresses, and mass mail from them harms the domain you also use for trials. A smaller list of firms that fit the profile, with a named role at each, gives a reply you can learn from.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for B2B SaaS startups

Everything else we would do for you.

Closest to this: leads and follow-up

Also for B2B SaaS startups

Or start from the overview: sales and marketing for B2B SaaS startups.

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