How B2B SaaS companies find companies worth selling to.
You know your ICP by heart. You can recite it in a meeting. What you can't do is apply it to the open web without ending up with a 40,000-row export and a week of cleaning. This page is about turning the profile you already have into companies you can prove fit, one page at a time.
Prospecting for B2B SaaS companies, the way we do it: infer your ideal customer profile from your own site, pull candidates from the sources where your buyers leave signals, screen them cheaply, then read each survivor’s pages against a fixed set of checks. You get 8–25 companies, ranked, with a quote and a URL behind every claim. Try it on find-customer for free.
What your ICP usually looks like
- How it's defined
- usually tool- or role-defined (buyers use a complement or are hiring in the function); sometimes industry-defined for vertical SaaS
- Size band
- 50–500 employees for most mid-market SaaS; the band comes from your case studies, not your ambitions
- Likely buyers
- the department head of the function you serve (VP Sales, Head of People, Controller, Head of Support) · RevOps or BizOps for cross-functional tools
How we infer it from your site
We read the pricing page (self-serve versus 'book a demo' tells us your buyer's seniority), the integrations page (every integration is a tool we can look for on a target's site or in its job posts), customer logos and case studies (lookalike seeds and the real size band), and the 'for X teams' language. Vertical SaaS sites usually name the industry outright; horizontal SaaS sites usually name the department, and that becomes the hiring filter.
Typical sellers on this profile: sales and RevOps tools, HR and people ops, finance and billing, customer support, marketing automation, vertical SaaS. You see the inferred fields before any research starts and can correct them.
Where your buyers leave signals
| Signal | Where we read it | What it proves |
|---|---|---|
| Tech adoption | Target sites' integration and 'we use' pages, job posts naming tools | Running a complement (they use Salesforce, you sell a Salesforce add-on) is need evidence; running a competitor is a displacement play |
| Hiring | Public ATS boards filtered to the buyer's department | Three new SDR roles means a sales org that's growing and about to need tooling; the posting text says what they use today |
| Lookalikes | Exa findSimilar seeded with your customer logos | Companies semantically close to ones that already paid you |
| Vendor customer pages | Logo and case-study pages of complementary vendors | Already buying in your category from a neighbour; very high prior for SaaS sellers |
| Funding and growth | Press wires and VC portfolio pages, dated | Fresh budget; only counted inside a 180-day window |
Typical fit rate: 40–60% when defined by tool or role; 25–40% for vertical SaaS defined by industry. Sources whose membership already proves something beat generic search, which has a 5–10% prior; the reasoning is in how to build a target account list from your website.
Queries that find them
- site:boards.greenhouse.io "sales development representative" "hubspot"
- "customers" "case study" [complementary vendor] mid-market
- "head of people" careers "we're growing" 2026
- "raised" "series a" [your industry] 2026 press release
What problem evidence looks like
A check passes only with a quote from a page we fetched. For B2B SaaS companies, the lines that pass most often look like these:
- “You'll manage our pipeline in a mix of HubSpot and spreadsheets”
- “Support is currently handled through a shared inbox”
- “Help us build the finance function from the ground up”
Default for this profile: yes. SaaS sellers almost always displace: a company using your competitor has budget and a champion. Default yes. Set it to no only if switching cost is the reason people don't buy you.
Disqualifiers we apply
- Agencies that resell or implement your category (partners, not customers, unless that's your motion)
- Companies that sell what you sell
- B2C businesses when your product assumes a B2B sales team
- Already a customer, or a named case study on your own site (we check this automatically)
What a qualified card looks like
Illustrative example, not a real company
220-person B2B SaaS on HubSpot, hiring three SDRs and a Sales Ops Manager this quarter; the Sales Ops posting describes pipeline reporting 'built in spreadsheets'. Matches two of your named customers by size and category.
- “220 employees” — /about
- 3 SDR roles + 1 Sales Ops Manager — /careers
- “pipeline reporting currently built in spreadsheets” — /careers/sales-ops-manager
- HubSpot named in the integrations page — /integrations
- Funding — Not found
Sales Ops hire posted this quarter
VP Sales
The score is arithmetic on check verdicts, not a model’s opinion; the weights are in our ICP scoring formula.
Questions B2B SaaS ask
- My ICP is an industry, not a tool. Does this still work?
- Yes, with a lower prior. Industry-defined ICPs get 25–40% of crawled companies through qualification versus 40–60% for tool- or role-defined ones. If you can restate the industry as a role ('hiring a head of compliance') or a tool, you'll get more from the same run.
- How is this different from Apollo's ICP builder or lookalikes?
- Apollo filters a database and gives you rows. We read each company's actual pages against your checks and return a short list where every claim links to the page it came from. Fewer companies, far more evidence, no contact data.
- How many companies come back?
- 8 on a free run, up to 25 on a paid one. Every card has fit scores, a plain-English reason, a reason to reach out now, the likely buyer and the evidence.