Demand generation for SaaS and technology companies
LeadScale Services runs managed demand programmes for SaaS and technology companies. We work from your definition of a usable lead, agree the sources the programme will use and check responses against the programme criteria before they reach your CRM.
A search for a SaaS lead generation agency can lead to very different kinds of supplier. Some sell appointments, some sell leads, some run individual media channels and some take responsibility for the wider programme. LeadScale runs managed programmes, with the source mix and acceptance criteria agreed with the client.
What you can buy from LeadScale
A managed programme gives one team responsibility for running the demand activity across the sources agreed for the programme.
Those sources can include content syndication, LinkedIn and Meta paid social, paid search, programmatic display, email nurture and IP Reveal.
The mix is not fixed by sector. A SaaS company selling an enterprise product may have a very different audience and sales process from another software business with the same business model.
What gives the programme its shape is the buyer's own definition of who it wants to reach and what a usable response needs to contain.
That definition becomes the basis for the programme rather than LeadScale applying a generic idea of what a SaaS lead should look like.
For the wider service, see Managed lead generation.
Start with your definition of a usable lead
Technology companies often know their target market in considerable detail.
That may include the organisations they want to reach, the roles that matter inside them and the information sales needs before somebody should enter the next stage of the process.
LeadScale works from those requirements.
The client's requirements are written into one specification for the programme. Sources are bought against it, and responses are checked against the relevant criteria before they are delivered.
Every lead goes through four quality checks: data hygiene, contact verification, spec and duplication, and human verification. The criteria come from the programme specification.
Where a programme supports it, later outcomes can also be returned from connected systems and used to inform subsequent activity.
How a programme runs
- Define the audience and acceptance criteria. Agree who the programme needs to reach and what a usable response needs to contain.
- Agree the sources. LeadScale can run content syndication, LinkedIn and Meta paid social, paid search, programmatic display and IP Reveal. Email nurture can be added to content syndication. The mix is agreed with the client.
- Run and manage the activity. LeadScale Services manages the programme against the agreed specification.
- Check before delivery. Responses are checked against the criteria agreed for the programme before they enter the client's CRM or marketing automation system.
The underlying record checks sit in Lead validation, while the LeadScale Engine™ handles the processing and delivery.
What reaches your systems
Records that pass the programme's criteria can be delivered by file, API or a configured integration with the systems your team already uses.
The record can also carry information about its origin, including its source, timestamp, lineage and consent audit trail.
Where duplicate controls are configured, repeat records can be dealt with before delivery.
The result is a programme that uses the client's own definition of a usable lead from the beginning rather than asking the receiving team to work out what the supplier meant after the records arrive.
Technology-company work
A CRM company that cut its cost per lead
New publishers vetted and added, existing partners managed by LeadScale, and the cost per lead fell.
Copia Automation: paid search and social
LeadScale ran Google paid search and LinkedIn paid social for Copia Automation, a cloud platform for industrial automation code.
Technology companies including Intel, Salesforce, Samsara and Pleo are also LeadScale clients. Those names are evidence of the sectors LeadScale has worked with; they are not presented here as performance claims.
How programme data is handled
When a record is created through a LeadScale programme, information about its source and capture can travel with it.
The four quality checks use the programme's criteria, and leads that fail are corrected where possible or rejected before delivery.
Frequently asked questions
Do you specialise in SaaS?
LeadScale works with technology companies, but it does not apply a separate generic SaaS methodology to every client. The programme starts with your audience, your definition of a usable lead and the sources appropriate to the work.
Which channels can the programme include?
The programme can include content syndication, LinkedIn and Meta paid social, paid search, programmatic display and IP Reveal, with email nurture added to content syndication. The mix follows the programme brief.
How do you work with our ideal customer profile?
Your audience requirements form part of the programme brief. LeadScale then uses the agreed criteria to determine what the sources are being asked to produce and what needs to be true of a response before delivery.
What happens if sales still rejects the leads?
Passing the programme checks does not guarantee that sales will accept somebody. If technically usable records are still being rejected, see Getting sales to accept your leads for the other causes worth investigating.
What does a programme cost?
Commercial terms depend on the programme and are discussed on the discovery call.
Bring your ICP and your current lead sources
Bring the audience you want to reach, the criteria your team uses for an acceptable lead and the sources you use today.