Running a software company comes with its fair share of challenges and finding clients often tops the list. Competition is fierce, markets are saturated, and convincing businesses that your solution is the one they need isn’t always straightforward.
This blog covers 15 effective strategies to help you consistently bring in clients and keep your software company growing.
15 STRATEGIES TO GET MORE CLIENTS
1. Outbound Sales
Outbound sales is a time-tested approach that’s all about being proactive. Instead of waiting for potential clients to find you, your sales team actively reaches out through cold calls, emails, and direct messages. While it may seem old-fashioned, outbound sales allow you to target specific companies or industries that align perfectly with your software solution.
Many software and SaaS companies struggle with leads and rely solely on inbound methods, leading to missed opportunities.
How to overcome this challenge?
Create a targeted list of prospects and craft personalized pitches that address their unique challenges. Use data and insights to ensure your outreach efforts resonate with the right audience.
How Click Suggest Can Help
Click Suggest can assist you in streamlining your outbound sales process by providing advanced tools for lead generation, prospecting, and outreach. Our platform helps you find high-quality decision-makers, track relevant prospects, and craft tailored messages that resonate with your target audience. By leveraging Click Suggest’s resources, you can enhance your outreach efforts and increase the likelihood of converting prospects into valuable clients.
2. Cold Email Campaigns
Cold emails, when done right, can open doors you didn’t even know existed. They’re cost-effective, scalable, and can land you valuable clients when you personalize your approach.
However, poorly written cold emails often get ignored or marked as spam, wasting time and resources.
How to overcome this challenge?
Research your prospects thoroughly. Use attention-grabbing subject lines and focus on how your software can solve their pain points. Leverage email automation tools to streamline your campaigns while keeping them personalized.
How Click Suggest can help
Click Suggest’s AI-driven cold email system enhances personalization and deliverability. With AI-powered messaging, your emails engage the right prospects and stand out. Our spam-free infrastructure ensures emails land in inboxes, improving deliverability. Plus, Click Suggest helps you craft compelling offers that drive conversions. By automating outreach, you scale your efforts without losing the personal touch, saving time and boosting results.
3. LinkedIn Outreach
LinkedIn is a goldmine for B2B lead generation. From connecting with decision-makers to participating in relevant discussions, this platform offers endless opportunities for software companies.
Many businesses fail to stand out because their LinkedIn messages feel generic.
How to overcome this challenge?
Optimize your LinkedIn profile and tailor your outreach messages to address specific client needs. Share thought leadership content to position yourself as an authority in your niche.
Explore more on our blog 5 Best LinkedIn Prospecting Tools – Safe in 2025
How Click Suggest Can Help
Click Suggest elevates your LinkedIn outreach with AI-driven personalization, ensuring your messages are relevant and engaging. By crafting customized messages and providing data to optimize your profile, Click Suggest helps you connect with decision-makers effectively. This combination of strategic outreach and profile optimization boosts your LinkedIn presence, builds authority, and drives conversions.
4. Leverage Referrals
Happy clients are your best advocates. Encouraging them to refer your services to others can bring in warm leads and foster trust.
Businesses often overlook the potential of existing clients in lead generation, missing out on low-cost, high-quality leads.
How to overcome this challenge?
Create a referral program that incentivizes clients to recommend you. Offer discounts, freebies, or priority support as rewards to make the process mutually beneficial. Regularly remind clients of the referral program and celebrate those who participate to encourage more involvement.
5. Partner with Complementary Businesses
Collaboration can significantly expand your reach. Partnering with companies offering complementary services can help you tap into new markets and client bases.
Finding reliable partners and establishing mutually beneficial terms can be challenging for software companies.
How to overcome this challenge?
Identify partners whose services align with your software offerings. Co-create content, share leads, or bundle services to attract clients from each other’s networks. Regularly evaluate partnerships to ensure they remain productive and mutually beneficial.
6. Optimize Your Website for Conversions
Your website is often the first impression potential clients have of your business. A well-optimized website can significantly increase your chances of turning visitors into clients.
Many software companies have websites that are either outdated, poorly designed, or fail to guide visitors effectively, leading to high bounce rates and lost opportunities.
How to overcome this challenge?
Ensure your website is visually appealing, easy to navigate, and optimized for SEO. Focus on clear and compelling call-to-actions (CTAs) that lead visitors to take the next step, whether that’s contacting you or booking a demo. Additionally, make sure your site loads quickly and is mobile-friendly, as more people are browsing and shopping from their phones.
7. Invest in Content Marketing
Content marketing helps you attract and engage potential clients by offering valuable information before they even reach out to you. By providing useful insights, you can establish yourself as an industry leader and build trust with your audience.
However, generating consistent, high-quality content can be time-consuming and difficult for many companies.
How to overcome this challenge?
Invest in a content strategy that focuses on producing valuable and relevant materials such as blogs, case studies, whitepapers, and video content. Target the right keywords to improve your organic search rankings and attract a steady stream of visitors to your site. Additionally, repurpose your content across different platforms to increase its reach and impact.
8. Run Targeted Paid Ads
Paid advertising on platforms like Google, Facebook, and LinkedIn can drive immediate traffic and leads to your business. With the right targeting, ads can help you reach a highly relevant audience and increase conversions.
However, many businesses struggle with high ad costs that don’t result in a proportional return, especially if campaigns aren’t properly optimized.
How to overcome this challenge?
Focus on specific demographics and utilize retargeting strategies to engage prospects who have already shown interest in your software. Create ads that address your audience’s pain points and offer clear solutions. Monitor your campaigns regularly and make adjustments to improve your ad performance.
9. Showcase Customer Testimonials and Case Studies
Trust plays a major role in client acquisition. By showcasing real-life success stories from satisfied clients, you can significantly boost your credibility and increase your chances of closing new deals.
Many software companies struggle to collect and effectively showcase impactful testimonials that resonate with potential clients.
How to overcome this challenge?
Regularly ask satisfied customers for feedback and permission to share their success stories. Create case studies that highlight measurable results and the tangible benefits of using your software. Display these testimonials prominently on your website, landing pages, and in marketing materials to build trust with prospects.
10. Offer Free Trials or Demos
Offering potential clients a hands-on experience with your software can be a powerful way to close deals. Free trials or demos give prospects the chance to test your solution, increasing the likelihood of conversion.
However, one challenge businesses face is converting users from trial to paying clients after the trial period ends.
How to overcome this challenge?
Provide guided demos that show users exactly how to get the most out of your software. Follow up with tailored offers and incentives after the trial period to encourage users to convert into paying customers. Offering personalized support and addressing any concerns promptly can also help with the conversion process.
11. Implement Account-Based Marketing (ABM)
Account-Based Marketing (ABM) is a highly targeted strategy where you focus your resources on engaging with a select group of high-value accounts. ABM allows you to tailor your messaging and outreach specifically to the needs and pain points of these accounts, increasing the likelihood of conversion.
However, ABM can be time-consuming and requires detailed research and personalized campaigns for each target account, which can overwhelm some businesses.
How to overcome this challenge?
Start by identifying key decision-makers at your ideal accounts. Use data-driven insights to personalize your outreach across multiple channels, such as email, social media, and even direct mail. Tailor content like case studies, whitepapers, and demos to show exactly how your software can solve their unique problems.
12. Build a Strong Email List
Email marketing remains one of the most effective ways to nurture leads and maintain long-term client relationships. A well-maintained email list allows you to stay in touch with prospects and clients, delivering targeted messages to keep them engaged.
However, many companies fail to segment their email lists, leading to generic and ineffective campaigns that don’t resonate with recipients.
How to overcome this challenge?
Segment your email list based on client behaviors, demographics, and interests to send personalized, relevant content. Regularly clean your email list to remove inactive subscribers and ensure that your messages are reaching the right audience. Offering exclusive content or discounts to email subscribers can also help incentivize sign-ups and engagement.
13. Use Social Proof
Potential clients are more likely to trust your business when they see others doing so. Social proof, such as client logos, user testimonials, and positive reviews, can greatly enhance your reputation and build credibility.
However, gathering and effectively displaying meaningful social proof can be tricky for some businesses.
How to overcome this challenge?
Collect testimonials, user statistics, and client success stories that demonstrate the effectiveness of your software. Display these prominently on your website, in marketing materials, and in your outreach efforts. Highlight any awards or recognitions your company has received to further build trust with prospects.
14. Build an SEO Strategy
Search engine optimization (SEO) can drive consistent organic traffic to your website, helping potential clients discover your software when searching for relevant solutions. A strong SEO strategy ensures that your content is discoverable and ranks high in search engine results.
However, many businesses struggle with SEO due to the time and effort required to see significant results.
How to overcome this challenge?
Focus on high-performing, relevant keywords that your target audience is searching for. Create high-quality content that addresses your audience’s pain points, and ensure your website is technically optimized for search engines. Build backlinks from authoritative websites to increase your domain authority and improve your site’s ranking.
15. Use CRM Tools to Streamline Your Efforts
A robust customer relationship management (CRM) tool can help you track leads, manage interactions, and close deals more efficiently. CRM systems allow you to organize and analyze your data, streamlining the entire sales process.
However, managing leads manually or using inefficient systems can be overwhelming and prone to errors, leading to missed opportunities.
How to overcome this challenge?
Invest in a CRM system that integrates with your outreach channels and automates repetitive tasks. Use CRM analytics to refine your sales strategy, identify bottlenecks, and track your team’s performance. By having all your customer data in one place, you’ll be able to manage leads and interactions with greater precision and efficiency.
Final Thoughts
Finding clients for a software company isn’t easy, but with the right mix of strategies, you can build a pipeline that keeps your business thriving. Whether it’s leveraging outbound sales, refining your cold email campaigns, or doubling down on SEO, the key is to stay consistent and client-focused.