Playbook · Software development
Outbound for Rodgers Almer
How we'd build a steady stream of qualified leads for Rodgers Almer, a boutique custom-software firm selling to B2B buyers.
The approach
For a boutique firm with strong engineering and competitive pricing, the goal is to reach buyers who already know they need a custom build. We sharpen positioning against the obvious competitors, set up a high-deliverability sending base, and run three parallel sources of leads.
Infrastructure
Dedicated sending domains with several inboxes each, warmed up before launch, support high-volume segmented outreach without touching the main domain's reputation. For Rodgers Almer that meant standing up a set of outreach domains, for example rodgers-almer.xyz, .cloud, .site, .digital, and .online, with five inboxes each.
Three sources of leads
1 · Competitor followers
People following established competitors like Dom & Tom and Rocket Partners are often in market for similar services. We identify them and reach out with a clear point of difference.
2 · Communities and directories
Founders and small teams look for build partners in places like startup forums and product directories. We join the conversation, add value, and surface relevant leads.
3 · Targeted databases
We filter prospect databases by tech stack, company size, and funding status, prioritizing CTOs, product managers, and founders.
Targeting
| Attribute | Focus |
|---|---|
| Buyer | B2B businesses needing custom software |
| Strengths to lead with | Cloud, machine learning, generative AI, scalability |
| Personas | CTOs, product managers, founders |
What to expect
| Horizon | Target |
|---|---|
| Month 1 | ~1,000 targeted emails sent, qualified leads in the pipeline |
| Quarter 1 | First closed projects |
| Ongoing | Repeatable lead flow plus community-driven inbound |
Next steps
- Finalize positioning against key competitors.
- Set up inboxes, write copy, and launch the first round.
- Monitor results and iterate.