How We Source B2B Leads Without Cold Outbound

Kavya Mehra 3 min readJuly 3, 2024

Founder-led content

Founder posts 3x weekly on LinkedIn for 6-12 months. Inbound deals start showing up around month 4. Compounds from there.

Five partner relationships, each driving 1-2 referrals monthly. Much higher close rate than cold, lower CAC than paid.

Happy customers who'll introduce you. One referral monthly from your top 10 customers = 120 qualified leads/year.

Despite the library of content most orgs build, reps use three things. Build these first.

MQL became meaningless. Here's the replacement metric we use and why sales stopped complaining.

A shift in how we prioritize — accounts over leads — and what changed in pipeline performance.

Our team ships b2b growth programs every week. Book a free consult — we'll tell you what would move the needle for your brand.