Industry Guides
Most founders search with their own industry in the query, and they are right to. The mechanics of outbound stay the same, but who signs, what proof they check and how fast they decide change from one industry to the next. This section collects those playbooks for commercial B2B sectors. Construction, energy and industrial supply chains, and the public sector each have their own sections.
The order I use does not change by industry. Start from who signed your recent deals and find companies that look like them. Package one offer for one buyer. Then do the volume arithmetic for your deal size before writing anything. Where I have campaign numbers from an industry, I show them: an IT company in Germany that went from an SDR booking 2 calls in 3 months to 5 contracts in 35 days, a UK UX design agency that booked 796 sales calls in 12 months, a Swiss SEO agency with 215 calls and 24 contracts in 3 months. Where I have no case in a sector, the article says so.
The most common mistake is believing the industry is the problem. Usually the list or the packaging is. A close second is building plans on industry benchmarks that trace back to nothing, like the reply rates recruiters keep being promised.
The articles come in two kinds. How firms in an industry win clients: marketing, SEO, PPC, design, advertising and video agencies, consultants, AI and HR consultancies, accounting firms, recruiters, training companies, software developers, MSPs, SaaS, cybersecurity, fintech and Salesforce partners. And how to sell into an industry: banks, CPA firms, car dealers, logistics companies and nursing homes.
Start with the MSP and IT case, then the design agency, then the marketing agency piece.
Start here
Outbound Lead Generation for MSPs and IT Consultancies
Who signs IT services contracts, how many calls your deal size demands, and what one German IT company's numbers looked like before and after.
Lead Generation for Design Agencies Through Outbound
Why the portfolio should wait, what one UK UX agency's campaign produced in 12 months, and the contact math for a studio that sells projects.
How Marketing Agencies Get Clients Without Referrals
Two real agency outbound campaigns, the contact math behind a steady calendar, and where referrals and content still fit.
All articles in Industry Guides
Industry Guides
Selling IT Services in a Downturn and What Buyers Still Buy
What IT buyers cut, delayed and kept in 2008, 2020 and 2022, what the 2026 forecasts show, and how cold email and LinkedIn outreach should change when budgets tighten
Last updated · 11 min read
Industry Guides
BPO Sales Strategy for Getting Clients in the US and EU
Buyer types, the channels you control, the proof outsourcing buyers check and a 90-day plan, from a team that books meetings by email and LinkedIn.
Last updated · 12 min read
Industry Guides
NIS2 Supply Chain Security Requirements for Suppliers
The legal duty sits with your customer. The questionnaire lands on your desk. Who sends it, what proof they expect, and how to keep the deal moving.
Last updated · 11 min read
Industry Guides
How R&D Tax Advisers Get Clients After HMRC's 2024 Changes
Build the list from your own claim history, write to the person who answers for the filing, and use the merged scheme, ERIS and the AIF as the reason to start a conversation.
Last updated · 8 min read
Industry Guides
Lead Generation for SaaS by Deal Size and Sales Cycle
A channel fit guide for SaaS teams choosing between product-led growth, search, partners, marketplaces and outbound by contract value and sales cycle.
Last updated · 13 min read
Industry Guides
How Marketing Agencies Get Clients Without Referrals
Two real agency outbound campaigns, the contact math behind a steady calendar, and where referrals and content still fit.
Last updated · 12 min read
Industry Guides
How to Sell to Banks When Vendor Reviews Decide Deals
A bank buying guide for software, IT, data and service vendors: who decides, what the vendor review checks, and how outbound gets you the first conversation.
Last updated · 13 min read
Industry Guides
How Advertising Agencies Book Discovery Calls on LinkedIn
The titles to target, the profile check your prospects run, the message sequence, and one Australian agency's LinkedIn numbers across a full year.
Last updated · 9 min read
Industry Guides
Commercial Insurance Broker Lead Generation by Renewal Date
Most businesses already have a broker. Outbound works when it reaches them before the renewal work starts and ends in a signed broker of record letter.
Last updated · 13 min read
Industry Guides
Cybersecurity Lead Generation for Security Vendors and MSSPs
The events that open a security budget, the titles that own it, and what NIS2 and DORA changed for anyone selling security into Europe.
Last updated · 14 min read