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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

Not for

It is not the right fit if.

  • Nobody on the team is free to answer a trial signup the same day, so more signups would only go unanswered
  • You have no written definition of a qualified account, and each person would count leads differently

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
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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