Software and B2B companies that can build but cannot yet sell

Founder-led software companies, consultancies and platforms in the UK, Europe and North America. Five types where we know the buying journey, the channels and the economics; the engagement starts with the Business Scan

Request the Business Scan What the scan covers

Founder holding up a printed chart and grinning at a colleague

B2B SaaS

Strong products losing to weaker ones with clearer stories

Developer at a minimal desk by a tall window

Developer tools

Products bought bottom-up by people who distrust marketing

Four agency colleagues around a round table in a glass meeting room

IT services and agencies

Expert firms that grow on referrals until referrals stop

Woman arranging printed cards in a grid on an oak desk

Marketplaces and platforms

Two customer sides, one discovery problem

Two co-founders at a white desk by floor-to-ceiling glass

Early-stage startups

Before the first marketing hire, and usually before the first salesperson

Anything sold to businesses on trust and a conversation

The model transfers wherever a considered B2B purchase is won in research the vendor never sees: hardware with a software layer, training and certification businesses, and professional practices selling to companies. If that is your business, the free Business Scan is the same.

What we fixed. What changed

Software · Paid ads

Procurement software, Series A, Europe

−37%cost per qualified opportunity, five months

Search campaigns treated educational searches, pricing searches and direct software comparisons as equally valuable. We split campaigns by intent, introduced qualification before demo booking and imported CRM opportunity stages back into the ad platforms.

Cost per qualified opportunity fell 37% over five months. Lead volume decreased 18%, while qualified pipeline increased 24%.

Software · SEO and AI visibility

Data infrastructure platform, US

11 of 25tracked comparison questions where AI assistants name the product, up from 3

The documentation worked well for existing users, but there was little content explaining how the platform compared with established alternatives. We published technical comparison pages, migration guides and public benchmark methodology, then improved the structure of the documentation for crawlers.

The product appeared in 11 of 25 tracked comparison questions after seven months. Organic demo requests increased 18%.

Software · Landing pages and conversion

Accounting software, UK

15.8%trial activation rate, up from 10.9%

New users landed in an empty dashboard and had to configure the company manually before seeing useful output. We added accounting-platform import, sample data, a three-step setup flow and onboarding emails triggered by product activity.

Trial activation increased from 10.9% to 15.8%. Trial-to-paid conversion increased from 7.4% to 9.1%.

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Let’s shape outcomes

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