Which is the best way to generate leads for a software development company?

This is a Quora answer by our Content Specialist — Dasha Oliinyk

Software development companies usually face serious challenges, like:

  • strong competition
  • not having new projects lined up
  • big clients & huge projects (by focusing on them, it is easy to screw the workflow up and give client acquisition a lower priority, whereas it’s important to be acquiring new leads and clients all the time)
  • finding quality developers
  • high costs of hiring developers and keeping them happy within your company. In IT market whereas developers dictate terms, a month without new clients can cost you a lot.

So regular, effective lead generation is the key to keep your business going. That’s why while choosing from lead generation tactics I would focus on these parameters:

  • predictability & consistency
  • high ROI
  • targeted audience reach

There are many other factors to consider before you choose specific lead generation tactic, like:

  • your company’s size
  • market it operates in
  • your ideal customer profile
  • competitor strategies
  • and so on.

Ideally you want to “attack” potential clients by using a mix of different tactics & channels (inbound and outbound), individually chosen based on the factors mentioned above.

In reality, you’ll have neither the time, nor the money to implement all strategies at once. So start with the ones that you can implement more easily:

1. Inbound tactics

Some of them are just “must have” for software developing companies: appealing website, landing pages, blog and other content that your potential clients will find valuable.

Minimal web presence is vital for this industry and relatively low-cost.

Among other inbound solutions, SEO can be a very powerful one. It can substantially boost the effectiveness of other inbound tactics. But it also requires time and resources to be implemented well.

2. Outbound tactics

At the early stage of your business you can simply do it by yourself:

  • ask your clients/partners/acquaintances for referrals and introductions
  • do manual research using Google and professional social media (LinkedIn, Meetup, AngelList etc.)
  • attend/participate in conferences and related events and acquire leads from your expanding network

But as your business grows, the scale of lead generation must grow too.

Cold emailing can make your sales more predictable.

Cold emailing means sending personalized emails to target customers that you’ve previously had no contact with. The technique constantly proves its effectiveness and is being used by more companies in the IT industry everyday. If this tactic is new to you, you might find this guide to cold emailing useful.

Lead generation and cold emailing are something we do for our clients at RightHello. My opinion might be biased, but you can check case studies of our clients and their testimonials for factual data.

RightHello gives you access to a live-updated database of millions companies to pick exactly the ones you see as your clients. Then we approach them and build a predictable and effective cold-email lead generation funnel for you.

  • Advantages: consistency and predictability of the leads flow, low costs comparing to high ROI (can reach 40 to 1), saving time.
  • Minuses: your sales will grow too fast to catch up with them (this sounds like shameless self-promotion from my side, but actually it did happen to one of our clients).

Let me know if you have any questions!


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I’m a Founder & CEO of a Polish B2B sales startup RightHello. We help businesses to boost and scale up their B2B sales by delivering contacts to decision makers of companies they want to reach, then outreach each of them with custom pitch via email and social media.