Guides
Guides for software companies doing outbound.
Updated 26 September 2026
Practical guides on outbound, cold email and buying lead generation, written from the work we do. Where a guide cites a fact that isn't ours, like a mailbox provider's rule or a market price, it names the source and the date we checked it.
Cold email and outbound
- Why your cold emails are going to spam: a 12-point check: Authentication, domain reputation, your list, then the message, in the order that fixes most problems.
- How many cold emails per day can you send safely?: What Gmail and Microsoft 365 actually allow, why that is not a target, and how to set your own number.
- Cold email reply rate benchmarks, and why they disagree: Two primary 2026 studies side by side, why they differ tenfold, and a calculator for your own rate.
Go-to-market
- Founder-led sales: when to stop and what to hand off: Why the founder sells first, a simple playbook, the signals it is time to hand off, and what to hand off first.
- Demand generation vs lead generation: What each is for, how each is measured, where demand capture and ABM fit, and which comes first.
- SaaS go-to-market strategy: a one-page template: Seven questions on one page, from who you sell to first to the numbers that tell you it is working.
- Ideal customer profile for B2B SaaS: a template and a worked example: The nine fields that matter, a worksheet to copy, and an example with the segment it excludes.
- How to get clients for a software development company: Specialise, turn delivered work into proof, go after buying triggers, and make referrals a system.
- How to build a B2B sales pipeline from scratch: Stages with exit rules, working backwards from the target, one source to start, and a weekly review.
- How to get your first 10 customers for a B2B SaaS: One narrow segment, a real trigger, founder-led outreach, paid pilots and referrals, in ten steps.
Buying lead generation
- How much B2B lead generation costs in 2026: Published prices by model, the costs a quote leaves out, the in-house number line by line, and what moves a price.
- Cost per meeting calculator: Your real cost per meeting, per meeting held and per sales opportunity. Nothing you type leaves the page.
- Pay per meeting vs retainer: what each model pays for: Published 2026 market prices for four ways of buying lead generation, what each rewards, and six questions to ask before you sign.
Reference
- Glossary: outbound and lead generation, defined: From ICP and SDR to DMARC and positive reply rate, in one sentence each.
Worked examples
- A cold email marked up, revised and tested: One real-looking email taken apart line by line, then rebuilt.
- A diagnostic: choosing a segment and excluding one: How we decide who a company should be talking to first.
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