Hey there and welcome back to The Growth Center Letter.

In today’s email, I’m going to be breaking down the top 5 customer acquisition strategies for high-ticket B2B SaaS companies.

Specifically, if you are running or a part of a B2B SaaS company that:

• Sells your product to established businesses (Upper SMB, MidMarket, or Enterprise)

• Sell a high ticket solution ($20k+ ACV) - not a $49/m subscription

• Your product has high customer retention rates and lifetime value

• You are looking for quality of leads over quantity of leads

Then this breakdown is for you.

Because what I’m focusing on in these rankings are the best ways to secure meetings with financially qualified decision makers who’re in the market for the type of software solution you sell.

If you’re selling a $49/month SaaS subscription to the general public, then you don’t need to be booking sales calls to do that.

And the sales calls don’t need to be with high-profile, hard-to-get-to decision makers.

But if you are selling a product that’s priced above $20k+ per year, and you’re going after established, larger organizations…

Then you need predictable channels you can rely on to book meetings with the right prospects who have the budget and authority to implement a software solution like yours to solve their current challenges.

So below, I am going to be giving you my take on the 5 best channels you can use to drive leads and appointments for your B2B SaaS.

Let’s dive in:

#5: Paid Advertising

Coming in at the 5th spot is paid advertising.

This is running digital ads across Facebook/Instagram, Google, and LinkedIn (those are the main three).

Depending on your target audience, paid advertising can be the best way to consistently get in front of prospects across multiple platforms.

And paid advertising is more scalable than any other channel in these rankings. Facebook has billions of users. Google is the biggest search engine. LinkedIn also has over a billion users.

However, if you have a very specific target market (given you sell a higher priced software solution that isn’t used by just anyone, but only a specific set of companies and people)...

Then paid advertising doesn’t always yield the best results when it comes to booking qualified sales meetings.

Yes, it might help you get in front of prospects (traffic and impressions), but unless your funnel is specifically optimized for scheduling meetings, it often doesn’t result in a lot of meetings.

Or if it does, the cost per qualified call is very expensive.

Again, it really depends here on what you are selling. 

I like pairing paid advertising with direct prospecting efforts (like running retargeting ads or matched audience ads) to maximize results.

But paid advertising alone as a way to drive daily lead flow for a high-ticket B2B SaaS company is hit or miss.

#4: Trade Shows

At number 4 we have attending trade shows.

For high-ticket SaaS companies who have a smaller-sized market, trade shows are an excellent source of new deal flow.

Especially if you have a booth at the trade show, and you can line up in-person demos beforehand with prospects.

If you want to make the most out of attending these types of events, then you should be reaching out to as many of the right people as possible weeks/months in advance.

The thing about trade shows is that they can be hit or miss.

The companies who just show up to the event without any prior preparation or strategy are the ones that get the worst return on their investment.

And these shows can be very expensive, especially if you have a booth.

I’ve seen cases where thousands and thousands of dollars were spent, and nothing came out of it.

I’ve also seen cases where companies have dozens of demos lined up during the show, and they have a whole list of prospects who want a demo after the show is over (virtually).

That’s the way to do it. Prepare ahead of time. Maximize every opportunity you have at the event. And line up as many post-event opportunities as possible.

Overall, trade shows are great if you prepare the right way. But again, it can be hit or miss. And when it’s a miss, it hurts (given how expensive it can be).

Also something to note – trade shows are usually only once a quarter.

It’s not a daily thing like prospecting is (which is what I will cover in the next 3).

#3: Cold Calling

Taking the third spot is cold calling.

No, cold calling is not dead (and never will be).

However, it has become more difficult over time to get through to B2B decision makers.

(Which is why it’s number 3 and not number 1 or 2).

It takes more dials than it did before to get through to the right people.

But it’s still an extremely effective way to book meetings.

Especially if you have great Product-Market-Fit, meaning you know the exact type of person you can help, and you’re able to very clearly articulate that to them in under 15 seconds.

The thing I love about cold calling is that you can drive daily leads and appointments with it.

Every single day during the week you can (and should) be having someone on your team dedicated to cold calling.

And over time you should have an entire team of BDRs (business development reps) dedicated solely to cold calling and booking appointments.

If you can optimize your prospect list and your script to where you know if you make X amount of dials that you will book X amount of calls, then it’s extremely scalable.

For example: if you know that for every 100 dials you make you will book on average 2 calls…

Then it’s just about plugging in more BDRs into the system and making sure they are hitting their KPIs.

It’s not easy – but it’s very straightforward.

#2: LinkedIn Outbound

At number 2 we have LinkedIn Outbound.

I love LinkedIn outbound for many reasons:

•  It’s very cost-effective 

• It takes almost no time or effort to a campaign running

• It can be used to drive daily leads and start conversations directly with decision makers

I like to think of LinkedIn outbound like I’m texting a friend (but in a slightly more formal way).

One reason people don’t utilize LinkedIn as much as they should is because they think it’s not scalable.

And while that is true to a certain extent, given the fact that you can only send about 200 connection requests per week per LinkedIn account…

It can be scalable if you have your entire team running Connector Campaigns to prospects across your target market.

Imagine everyone on your team did 200 connections per week and messaged everyone who accepted their connection request.

If you have 10 people, that’s 2,000 connection requests per week.

If 25% accept the request and you message everyone, that’s 500 new messages a week being sent out.

If 10% of people reply back and half of them are interested, then that’s 25 new leads a week.

25 leads a week x 4 weeks in a month is 100 leads.

And if you can book 30-40% onto demo calls, then that’s potentially 30-40 new demos a month.

Just from LinkedIn alone.

And this can be handled by one appointment setter (not even a full-time salaried SDR or BDR).

This is why I love LinkedIn Outbound for SaaS companies.

#1: Outbound Email

Taking the number 1 spot we have outbound email marketing (AKA cold email).

Direct cold email marketing is the best way to turn completely cold prospects into warm prospects and ultimately booked appointments.

You can automate the sending of thousands of emails every day directly to the inboxes of your ideal prospects.

This is not to be mistaken with traditional email marketing – where you create a visually appealing email and send it to a list once a month.

That is inbound email marketing.

This is direct response email marketing where we’re contacting prospects with a short, to the point plain-text email asking them if they’re interested in learning more about our offer.

We often keep our emails to 3-4 lines. In some cases just 1-2 lines, and sometimes 5-6 lines.

But that’s as long as they get.

The goal is to pique curiosity and get prospects to respond back showing interest.

From there, you’ll want to reply back to prospects in under 5 minutes and ask them if they want to see a demo of what you have to offer.

This simple process (sending plain-text emails and responding in 5 minutes or less) is what has resulted in millions of dollars in pipeline and new business for ourselves and our B2B SaaS clients.

We’ve used direct response cold email marketing to book meetings with companies like Google, Walmart, Liberty Mutual, Nike, Motorola, HP, AT&T, and so many more.

Thousands of booked meetings across SMB, MidMarket, and Enterprise verticals.

All from direct response email marketing.

It is an extremely powerful channel to leverage when done correctly.

The one major downside is that it’s not easy. 

Especially with how much harder it’s become to land in the inbox due to Google and Microsoft’s crackdown on cold emailing.

Nonetheless, I still have it at number 1 because of how effective it is for booking B2B SaaS demos with decision makers.

Final Thoughts

These are, in my opinion, the top 5 channels to use to scale your high-ticket B2B SaaS company in 2025.

It’s important to note that every channel is different though.

For some, email works very well – and for others, they can never get it to work, no matter how hard they try.

Same goes for every other channel.

What I can say is that you should definitely be using at least one of the three prospecting channels (email, LinkedIn, calling) on a daily basis.

It’s so powerful when you can consistently generate daily leads and appointments.

And build your pipeline day in, day out.

You’ll look back in 6 months of doing this and you will be in a completely different place than you were before.

Tool of the Day

Use Make.com to integrate your lead generation systems (email sending platform, LinkedIn outbound tool, cold call dialer) with your sales CRM.

Quote of the Day

"We are what we repeatedly do. Excellence, then, is not an act, but a habit." — Will Durant

Let me know your thoughts on these rankings.

What would you change from your experience? I’d love to hear.

Cheers,

Ryan

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