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SaaS and software companies · Lead generation

Answer the trial signup from a target account while the tab is open.

Lead generation for a software company is the arrival of a buyer worth a conversation and the qualifying that happens in the first hour. GullySales routes and answers inbound, builds the outbound list out of the accounts that renewed, and counts meetings only once they are held.

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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 SaaS and software companies

Sales and marketing for SaaS and software companies, the overview.

Last updated 5 Oct 2026.

For SaaS and software companies

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

  • “The cheapest pipeline in the building already signed up”

    A trial signup from a company on your target list cost nothing extra and sits in the CRM for three days waiting on a template email.

  • “A bought list is not lead generation, it is a domain problem”

    Volume against a list nobody checked burns the sending reputation you will need later for the accounts that actually mattered.

  • “Qualified has to mean one thing, in writing”

    With no written definition, a calendar invite from a student counts the same as a conversation with somebody who holds the budget.

What we do

What we deliver for SaaS and software companies.

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

  1. An account list built from the customers who renewed

    The accounts that stayed, read for what they had in common, with the list built against that pattern instead of a filter set to any company of a size.

    Result: Reps work a list that looks like your best customers.

  2. One written definition of a qualified meeting

    Title, company size, a problem stated and a date agreed, put in writing and signed off by your AEs before a single meeting is counted.

    Result: Nobody argues about the number at month end.

  3. Routing and a first human reply on inbound

    Trial signups, demo requests and contact forms routed to a named owner, with a reply and a call attempt inside hours agreed with you.

    Result: The signup hears from a person, not from a drip.

  4. Sending kept away from your main domain

    Separate domains, warmed inboxes, the authentication records checked and a per-inbox volume cap that outbound is not allowed to breach.

    Result: Your invoices keep reaching customers.

  5. A trial abandoner sequence keyed to where they stopped

    Outreach to accounts that signed up, spent six minutes and left, written around the step in the product where they actually gave up.

    Result: Accounts that vanished after six minutes start replying.

  6. Meetings held and pipeline by source

    Booked against held, no-shows re-booked, and pipeline traced back to first touch, read against the baseline recorded before work starts.

    Result: The pipeline number in the board deck holds up to questions.

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

Where enquiries come from

The places a buyer first shows up in a SaaS pipeline, and what the CRM should hold for each.

A trial or free-plan signup
Record the work email, company, role if given and the first action in the product. A signup from a company on your target list needs a human reply the same hour, not a template.
A demo request or contact form
Capture the form's own questions and the page it came from. Route to a named owner, and log whether the demo was held, not only booked.
A reply to outbound
Tag the sequence, the step and the account. A not now reply is a dated task and a reason, not a closed record.
A customer referral or a champion who moved jobs
Note the old account, the person and their new company. A user who has left for another firm already knows the product, so it is among the warmest leads you have.
A partner or integration marketplace listing
Tag the marketplace and the integration the visitor used. These buyers arrive with a stack in mind, so ask what they connect to before pitching.
A webinar or event attendee
Record attendance, questions asked and the account. Someone who asked a pricing question is a different lead from someone who watched silently, and the two need different follow-ups.

Who it is for

This is written for these SaaS and software companies.

  • Seed and Series A B2B SaaS still selling founder-led
  • Bootstrapped vertical SaaS with a small team
  • Product-led companies adding a sales motion
  • Developer tools moving upmarket into team plans
  • Healthcare, fintech and other compliance-heavy software
  • Agencies and services firms productising a platform
  • Marketplaces with a supply side to recruit
  • Companies with a full AE bench and no pipeline to feed it
  • Software companies entering the US from another market

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the lead generation work runs

  1. 1

    Understand your capacity

    We agree how many enquiries your sales team can actually handle well, so the system is not built to overwhelm it.

  2. 2

    Audit current sources

    We check what already brings in enquiries today, even informally, before adding anything new.

  3. 3

    Strategise the channel mix

    Content, search and paid channels are chosen based on where your buyers already look.

  4. 4

    Implement capture and follow-up

    Pages, forms and a follow-up process are built and connected end to end.

  5. 5

    Measure and optimise

    We track enquiry volume and quality and adjust the channel mix to match.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • Hours that fit your day, agreed up front

    Which hours we overlap with yours is settled before any work starts, so you know when a reply is coming and when it is not.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How fast does inbound really need an answer?
Minutes rather than hours, and the drop-off after the first hour is steep. Agree a window with us before we start and hold to it. A slow reply to a target account costs more than a whole month of outbound.
Can your team qualify a technical buyer?
Up to a point, and we will tell you where that point is. Our people can hold a conversation about the problem and the fit, and a deep architecture question goes to your solutions engineer. Pretending otherwise books meetings your AEs dread.
How should we treat trial signups from personal email addresses?
Look at the product activity, the name given and what they typed at signup before deciding. A founder on a personal address can still be the buyer. Score behaviour and role first, and give personal-address signups lighter handling, not the bin.
Who owns a lead that arrives from both a signup and an outbound reply?
One account, one owner. Write the rule: the person who held the first real conversation keeps it for a stated period, and the CRM merges contacts by domain. Most credit disputes come from rules nobody wrote down.
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.

From the blog

Further reading for SaaS and software companies.

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Everything else we would do for you.

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