How to land high growth clients when everybody else is chasing VC funded startups

Getting your product and service in front of VC funded startups and closing a deal with them is the stuff dreams are made of.

After all, they've got million dollar budgets to keep your business in the black for months or even years to come.

Gold Rushes and Geese

Yet you should be aware that none of that's an easy feat, and in much the same fashion as the California Gold Rush of the 1800’s, you’ll need the necessary tools to strike startup gold

You might think that jumping between Crunchbase and Owler to see who got the latest funding rounds and find out the details of who you want to pitch is the way forward. Go down that route and you’ll quickly learn that paywalls spring up everywhere faster than you can say “Peter Thiel”.

Unless you pay up fast, those gatekeepers will keep the details of the VC funded golden geese you so eagerly want to reach out to.

Once again using a Gold Rush analogy, it should be noted that way back in the mid to late 1800’s it was rarely the gold prospectors that got wealthy. It was enterprising types that we’re selling the miners extortionately priced goods, services, and food. Just like the all hallowed VC startup data of today.

The point is a lot of startups, VC’s that court them and third party outfits with the data are all attending a private party. And agency owners, indie hackers, SAAS providers and the rest of us aren’t invited.

What the VC cognoscenti won’t tell you

Here's the kicker. It can be worth reaching out to startups fueled the VC dollar (or yen, euro, pound depending on your locale). But more often than not, funding will have already been allocated, earmarked or spent by the time a funding announcement makes the latest business news.

How to overcome that Catch-22

The secret lies in getting in front of prospects that are gaining serious traction and showing signs of growth before other agencies, freelancers, consultants and product/service providers have the chance to.

This can be done by spotting these signals of momentum and then tailoring your outreach to the prospects with background information found through personalization research.

The signals that should be monitored and followed closely are:
Growth Signals

When your prospect announces new products, applies for new patents or even expands the office this usually means they’re performing better, budgets have got bigger - and have the cash to become your next big client.

Funding Signals

OK. I know I trashed the VC shtick a little bit earlier. But VC funding isn't all bad. There are still opportunities to land deals with tech movers and shakers even if the scene is crowded.

The silver lining with the whole funding arena is that there are many different types of funding channels that cater to companies, entrepreneurs and products who have the means spend on what you've got to offer.

Consider prospects that have joined an incubator or accelerator to get seed funding or crowdfunding campaigns as seen on platforms like Kickstarter and Indiegogo. Different funding routes simply can’t be overlooked.

Company Signals

Practically any move in company direction is a catalyst for new opportunities and a door opening for you.

Take the instance of your prospect signing up to a new service or purchasing from of a competitor that you can beat out on price or product features. Or a scenario where a higher headcount means more people can get use of staff support services you can give.

People Signals

New executive hires or promotions can indicate organizational paradigm shifts and are also the chance to introduce products or services to prospects.

Arming yourself with the knowledge of the new star signings and heavy hitters in the upper echelon of a business, and what they're like are in both personal and corporate life is ideal - and the common ground to show your prospect exactly how your offering can help them.

Events and Attendances

As much a marketing move as it is keeping their ear to the industry ground, conferences and events attract your B2B prospects all year round. No matter what industry or vertical you’re in theres an event specifically catering to your niche.

There's Gamescom in Germany and CONEXPO-CON/AGG in Vegas. The Association of Lincoln Presenters even sees aficionados congregate, re-enact the tensions of Civil War and dress up as the US’s 16th President (significant others can dress up as “Ole Mary Todd” if thats what floats their boat).

Incorporating the reasons that prospects are attending events or the topics they talk about on stage in your outreach will unduly make them take notice of you - whether face to face or in a cold email.

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Be sure to check it out if you’re looking for new clients and I’d love to hear what you think.