B2B Client Acquisition: Most Effective Methods, Costs and Strategy
Filip Duszczak
CEO i założyciel InStream Group
- Reading time: 34 minutes
- October 12 2026
Updated: · data from more than 3,000 InStream Group projects
B2B client acquisition is the process in which a company selects businesses that match its ideal profile, reaches their decision-makers, starts the first conversation and turns it into a contract. The most effective approach combines three channels: cold mailing for scale, social selling for precise targets and LinkedIn marketing, which builds trust before a salesperson ever writes. In this guide we show how we do it at InStream Group, based on more than 3,000 projects: from methods and a channel ranking, through real costs and CAC, to a ready-made strategy.
Client acquisition demo. See in a few minutes what B2B client acquisition looks like from the inside: a database built for your target group, the message sequence, hot leads in the client panel and the team that handles them.
Work out how many leads you needSee the full online demo
Discover our B2B lead generation service
- The most effective client acquisition methods
- Client acquisition 3.0
- 5 videos about our services
- In-house or with an agency?
- Real costs: calculate your own team
- Lead generation presentation
- How to build your ICP and buyer persona
- Inbound or outbound?
- Ranking of client acquisition methods
- Cold mailing: scale
- Social selling: precision
- LinkedIn marketing
- 3 InStream Group services and prices
- Demo: client acquisition in practice
- Client case studies
- Lead counter
- In-house resources or an agency?
- CAC: client acquisition cost
- Strategy with InStream Group
- FAQ
- Contact
Methods that work in 2026
Which client acquisition methods are the most effective?
In B2B, the two most effective methods today are outbound: cold mailing and social selling on LinkedIn. Cold mailing gives you scale, LinkedIn gives you precision. They are not competitors but a set: by email you reach hundreds of companies that match your profile, and on LinkedIn the dozen or so you care about most.
Cold mailing
- Hundreds and thousands of companies from one client profile
- A database built for your target, not bought off the shelf
- A team of 5 specialists and a sales trainer on the campaign
- At least 5 hot leads a month guaranteed in the contract
Social selling on LinkedIn
- Specific companies and people, including a wishlist of 5–10 dream companies a month
- Conversations run by experienced full-time salespeople, not bots
- Hand-recorded voice messages and parallel emailing
- Result: a meeting in your calendar, at least 5 hot leads a month
Behind these methods are more than 3,000 projects, including more than 2,400 cold mailing campaigns and more than 400 LinkedIn projects.
Client acquisition 3.0
Why client acquisition 3.0 is worth it
B2B buyers are less and less willing to wait for a salesperson. According to Gartner, 67% of buyers prefer a purchasing process without a sales rep, and a complex purchase usually involves 6–10 decision-makers. That is why one channel is not enough: before anyone replies to your message, they check you and your company on LinkedIn, in Google and in AI answers. Client acquisition 3.0 combines brand, conversation and scale into one system.
Personal branding
We build the visibility of your company’s leaders on LinkedIn: posts, videos and regular publications. The decision-maker knows you before they get our message.
LinkedIn MarketingSocial selling
A full-time salesperson runs your profile, invites decision-makers and talks to them from the first message to the meeting. A wishlist of 5–10 dream companies per month.
Social SellingCold mailing
A team of 5 specialists builds a database for your target group and runs personalised sequences. More about the method in our cold mailing guide.
Cold MailingCold mailing gives you scale, LinkedIn gives you precision and your brand makes the decision-maker reply. They are not competitors, they are a set.
See the Lead generation packageSee how we acquire clients: 5 videos about our services
Five short videos about how we reach your clients and what happens to a lead after it replies.
Cold Email — lead generation
How a team of 5 specialists runs a campaign: from a database built for your target group to hot leads handed over to your sales team.
LinkedIn Social Selling
Salespeople build relationships with decision-makers on LinkedIn and turn them into sales conversations.
LinkedIn Marketing
A recognisable company brand on LinkedIn and experts who attract clients. Salespeople start from warmer conversations.
Lead Astra: Mini CRM
All campaign leads in one place, with contact history and status.
Sales Booster — sales department transformation programme
A programme that organises the sales process, bases decisions on CRM data and develops salespeople's skills.
Comparison
Client acquisition in-house or with an agency?
Acquiring clients in-house makes sense when you have the time, people and tools. An agency makes sense when you need conversations with clients faster than you can build your own department.
| Criterion | In-house | With an agency (Sales House) |
|---|---|---|
| Start | recruitment, training and tools: usually several months | team and infrastructure ready from the first month |
| People | a salesperson, a marketer, someone for data | a team of 5 on the campaign plus a sales trainer |
| Contact databases | bought off the shelf or built by hand | built for your target, ready for approval usually within 48 hours |
| Infrastructure | one domain and the risk of landing in spam | subdomains, dedicated servers, 20–40 warmed-up mailboxes |
| Law (PKE, GDPR) | on your side | legal department in the team |
| Fixed costs | salaries, tools, data and staff turnover | a subscription with no recruitment costs |
| Guarantee | none | minimum hot leads in the contract; if missed, a 25% refund or a make-up month |
Do the maths for yourself
How much does client acquisition really cost? Calculate your own team
An in-house team gives you control, but before it brings its first leads it costs months of recruitment, tools and onboarding. Enter your amounts and see the difference over the selected period.
Building it yourself
Everything on your side. Untick what you don't need and change the amounts to your own.
- EUR / month
- EUR / month
- EUR one-off
- EUR / month
- EUR / month
- EUR / month
- EUR / month
Note: one salesperson won't give you a lead guarantee, won't support marketing and won't run lead generation campaigns in three channels at once.
With Sales House
One partner, three channels. Tick the services you want to launch.
- €1,700 / month
- €1,000 / month
- €1,000 / month
Included: teams of specialists, technology and databases built for your target group. Net prices with no hidden fees. We write the guarantee of min. 5 hot leads per month in Cold Mailing and LinkedIn Sales into the contract.
Enter the costs from your own market. Sales House prices are net, as in the price list.
Presentation
Presentation: how we acquire clients with lead generation
Swipe through the slides like a presentation and listen to the narrator. In a few minutes you will see how Sales House takes over lead generation: from your brand, through campaigns, to lead handling in your CRM.
Arrows, swipe or click a thumbnail
Voice-over script for this slide
Meet InStream Group, the first Sales House in Poland. In a few minutes we will show you how we can take responsibility for your company's sales. You will also learn why more and more companies choose this model of cooperation.
Software houses changed the way companies build technology. Today the same is happening in sales. When artificial intelligence gives everyone similar tools, the advantage goes to whoever sells better. Sales House gives you that advantage from day one.
Companies come to us with very different challenges. Some need new conversations with clients, others are entering a new market or building a team from scratch. They all have one thing in common: they want to grow faster without adding headcount.
When marketing, leads, CRM and training come from different companies, nobody looks at sales as a whole. At Sales House one team is responsible for the entire funnel. We are accountable to you for one goal: sales growth.
Building a sales department from scratch takes months of recruitment, onboarding and costs before the first results appear. With Sales House you get a team that delivers from the first month. You adjust the scale of cooperation to your company's needs.
We can step into one stage of your funnel or take over the whole of it. At every stage, experienced specialists supported by artificial intelligence do the work.
Every service we offer rests on the same foundation. You get people, proven know-how and InStream's own technology. That way you don't pay for experiments – you use solutions proven in our clients' projects.
Everything we do has one goal: the success of your sales. In a moment you will see how we build visibility and win clients. We usually discuss developing the sales process and team at a separate meeting.
Before a client talks to you, they check you out online. More and more often they also ask artificial intelligence about experts. That is why we build your leaders' brands so they are visible on LinkedIn, in Google and in AI answers.
For us, content means many formats: from posts to videos with your experts. We agree the style and formats together at a creative meeting. We prepare every creative in line with your company's brand book.
A dedicated specialist and a support team work on your brand. We plan content, run activity and build relationships on your behalf. You see everything in the Lead Astra platform. Nothing is published without your approval.
A personal brand is an investment that pays off more every month. First, visibility grows. Over time it translates into better conversion and enquiries from new clients.
We expand the network, build the position of brand leaders and achieve top results. Some of our clients are number one in their segments for LinkedIn recognition. You will find full case studies and video testimonials on our website.
LinkedIn Marketing is a subscription from €1,000 net per month. We write the minimum publishing scope into the contract, so you know exactly what you are paying for. If you want to involve the whole team, we extend the service with Employee Advocacy.
Cold Mailing 2.0 is a way to get a steady stream of new leads at scale. We write short, human messages to the people who really make purchasing decisions. Every campaign is run in compliance with GDPR.
You cannot build this scale on your own. We work in over 40 markets. Our campaigns bring clients 4,000 leads a month. Your campaign uses the same infrastructure and experience.
Your campaign is run by an experienced Project Manager with a support team. We take care of databases, content, infrastructure and the legal side. You receive ready replies in the Lead Astra panel, integrated with your CRM.
Every month you receive a report comparing the results with the guarantee written into the contract. In a well-set-up campaign the number of Hot Leads grows month after month. You will find case studies from such campaigns on our website.
Cold Mailing 2.0 is a subscription from €1,700 net per month, with no limit on campaigns or mailboxes. We guarantee the minimum number of Hot Leads in the contract. You can also choose a model in which you pay only for Hot Leads.
You won't reach your most important clients with a mass message. In Social Selling a person leads the conversation with the decision-maker, from first contact to the meeting. That is how we build relationships that cannot be automated.
Conversations are led by an experienced LinkedIn salesperson supported by our team. We look after your network and the history of every relationship. The Lead Astra platform prepares the work, but every message is sent by a person.
You also see Social Selling results in your monthly report, compared against the guarantee in your contract. We have worked with many clients for years. Relationships built on LinkedIn keep paying off long after the first conversation.
Social Selling is a subscription from €1,000 net per month. We write the minimum number of invitations and Hot Leads into the contract. Conversations are run from your experts' profiles.
Our cooperation has a steady rhythm. The first month is preparation, then we launch campaigns and analyse the results every month. Every 90 days we meet to plan the next stage. We also prepare your team to work with the leads.
The best results come from combining three channels. Visibility on LinkedIn makes clients more willing to reply to emails and messages. That is how Lead Generation 3.0 is born: a steady flow of conversations with your clients.
1,700 companies from more than 40 countries have already trusted us, from startups to global brands. Every month we run more than 200 sales projects.
Let's talk about how we can grow sales in your company. Call or write to us. You will find our contact details on the screen.
Hello. We can't meet in person, so I'm happy to take you through Sales House step by step. InStream Group is the first Sales House in Poland. We support your company's entire sales: from brand visibility, through winning clients, to developing your sales department. Our goal is the growth of your business.
For the last twenty years, companies have scaled technology with a partner – a Software House that gave them developers, tools and proven ways of working. Today artificial intelligence makes it possible to build technology in a very short time. The advantage now comes from sales and marketing. Just as companies once scaled technology, today they scale sales with a partner. That is why the era of the Sales House has begun.
When is it worth turning to a Sales House? When you have a good product and need more conversations with clients. When you want to build brand visibility or enter a new market. When you want to turn client interest into sales faster. When you are building or rebuilding a sales team. And when you want to scale sales without adding headcount. In each of these situations we take over the part of the funnel you need.
Until now, companies have grown sales with many suppliers at once: a marketing agency, a lead provider, a CRM implementation company and a sales trainer. Each was responsible for its own piece. Sales House brings all of this together in one partner: one strategy, people, knowledge and technology in one place, and shared goals. We are responsible for what matters most – the growth of your sales.
Your own sales department is much more than salaries. It means recruiting and onboarding people, tools, licences and databases, training, your time spent on management, team turnover and months of ramp-up. With Sales House you get all of this in one cooperation: a ready team, proven know-how and technology from day one. You change the scale of support as your needs change. You pay for a ready sales department, not for building one from scratch.
We support you at every stage of the sales funnel. We build the visibility of your brand and its leaders. We reach the companies you want to talk to. We turn interest into meetings and sales opportunities. We organise your sales process, CRM and tools. We develop your team's skills. You can start with one stage or entrust us with the whole funnel. At each stage an experienced team supported by artificial intelligence does the work.
The first area is visibility and brand. Your personal brand is one of the most important investments today. We build it systematically on LinkedIn: for the owner, salespeople and experts, or for the whole company in the Employee Advocacy model, where all employees speak with one voice. You gain recognition, trust and visibility, including in AI-powered search engines. You have the knowledge and experience. We make sure the market notices it.
We run all brand work on our own platform. We feed it with knowledge about your company, and on that basis we create posts, graphics, carousels and short videos. You see the content plan in a calendar, approve every post before publication and can check at any time what has already been published. You focus on the business while we make sure your brand is regularly present online.
The second area is winning clients. We specialise in the two methods that work best today. Cold Email 2.0 means short, business-like messages sent to carefully selected companies. LinkedIn Sales means conversations with decision-makers run manually, with text and voice messages. You set the goals and the target group, and we build a channel that regularly delivers meetings. We operate in more than forty markets: in any country, region and industry.
LinkedIn Sales is social selling done one hundred percent manually. Every conversation is led by our salesperson, on your behalf and in your tone, without bots or automation. We reach specific companies and people from your list, often at board level. When the recipient doesn't reply, we send a voice message prepared from a sample of your voice. The recipient hears you talking about their company. Your profile builds trust before the question about a meeting is asked.
Cold Email 2.0 is a personalised business message sent on behalf of your salesperson to a decision-maker. Its goal is to start a conversation. We build the database exclusively for you, based on hundreds of company and person attributes. Every recipient gets a message tailored to their role and industry, and no message goes out without your approval. We take full responsibility for the technology and GDPR compliance.
You see every sales opportunity in real time. Interested people go straight to your client panel, together with company details, phone number, email address and the content of their reply. For each contact you see the stage of the conversation: from the first reply to a win. Analytics show which industries and markets respond best, so every month we develop the strategy where results are highest. You know who we are talking to on your behalf and what comes of it.
A lead is only the beginning. We help turn it into a client. We prepare conversation scenarios, scripts and best practices. We select and implement a CRM system for your sales process. When you are short of hands, we give you trained specialists to support your team. Together we analyse leads and work to make sure as many of them as possible end in a sale.
Before the first leads arrive, we prepare your team to work with them. On the PipeChamp platform salespeople have a sales academy with video courses and sessions with a virtual trainer. They practise conversations with a virtual client before calling a real one. Together with you we build sales skills: we prepare the first conversation with the client and lead-nurturing sequences. That way the lead reaches a team that knows how to run the conversation.
If you need more hands, you can hire our pre-sales specialist, an SDR. This is a trained salesperson who calls leads, qualifies them and books meetings for your team. They work in your CRM system or in ours, so you see every activity. You don't recruit or train, and you change the scale of support as needed. Your team focuses on closing sales.
The next area is team development – the Sales Booster programme. Real change in a team requires a plan, resources and support during the transformation. That is why we take your team through four phases. We design the sales process. We implement it together with the CRM. We practise and change salespeople's habits. Finally, we develop the leaders. A consultant eventually finishes the job, but the process, knowledge and platform stay in your company for good.
The result of the programme is a healthy sales culture. It rests on four pillars. A sales process that from now on is the foundation of the team's work. Consistent communication, so salespeople know how to talk to the client at every stage. Conscious management, where leaders work with numbers and support everyone's development. And a ready working environment with CRM and tools. This is how the best sales teams in the world are built.
PipeChamp is our platform for developing sales teams. We record your sales process in it, so every salesperson knows what to do at the next stage of the conversation with the client. The team practises conversations with a virtual trainer, and the leader sees each person's progress and knows where support is needed. New salespeople get up to speed faster and the whole team works to one standard. The platform stays in your company.
How does it work? All our services are built on three layers. Technology: our own systems at every stage of the funnel, which you get access to. Resources and know-how: databases, ready processes, scripts and knowledge of what really works in sales. People: a dedicated team of specialists. That way you don't have to learn sales from scratch or build everything yourself. That is what makes a Sales House different from an ordinary agency.
Behind every project there are people. We have more than seventy specialists in twelve specialisations. They are project managers and strategists, cold mailing and social selling specialists, data analysts and copywriters, LinkedIn marketers and content creators, meeting-booking specialists, CRM consultants and sales trainers. For your project we select a dedicated team with the skills you really need.
We tailor the cooperation to your company. You can hire the full resources of Sales House: a dedicated team, know-how and technology. You can order a ready one-off solution, for example a sales process, a CRM implementation or team training. You can also buy a licence for our own platforms, Lead Astra and PipeChamp, for your team to use independently. You change the model as your company grows.
In the full-resources model you always get three layers together. People: a project manager, a data analyst, a creative department, technical and legal specialists and a sales trainer. Resources and know-how: databases, ready processes and scripts, any number of campaigns, target groups and markets, and a sales academy. Technology: CRM and a client panel, unlimited domains and mailboxes, cold mailing and LinkedIn platforms, and AI-based tools. You don't build anything yourself. You get a ready, working sales department.
How do we start working together? First we talk and get to know your business, clients and sales goals. Then we prepare a strategy for the first ninety days: we decide which area we start with and how we measure results. Then we launch with a dedicated team. We meet regularly to analyse results together and plan the next steps. We work with the mindset that every month should be better than the last.
InStream Group is the first Sales House in Poland. For ten years we have supported B2B companies in sales: from startups to international corporations. We have more than seventy specialists, operate in more than forty markets and have delivered more than three thousand projects. We build our own technology and share the knowledge gained in each of them.
The largest companies in the world, startups, local Polish businesses and industry leaders have trusted us. We have worked with many of them for years, because trust is built on results. Every month hundreds of companies and sales teams in Poland and around the world use our support.
We operate in more than forty markets worldwide: in Europe, North and South America, the Middle East, Asia-Pacific and Africa. We match the campaign language to your team. Poland is our base, and we look for clients wherever you want to sell.
Want to find out more? Click the Virtual Demo button in the menu at the top of the page and talk to our virtual consultant. It's like a video call: you tell them about your sales and the consultant shows you how Sales House can help. At any time, without booking a meeting. If you prefer to talk to a person, our consultants are waiting for you.
InStream Group. The first Sales House in Poland. You build the rockets. We launch them into space.
Work out what your own client acquisition department would cost
See the demo nowBook a call with an expertFoundation
How to build your ICP and ideal buyer persona
An ICP (ideal customer profile) describes the company you sell to best. A persona describes the person in that company who decides or influences the decision. Without them every channel fires blindly.
- List your best clientsTake 10–20 companies that pay the most and stay the longest. Look for what they share: industry, size, region, sales model.
- Describe your ICP in searchable criteriaIndustry, headcount, revenue, country, technology and a buying signal: a new investment, hiring salespeople, entering a new market.
- Identify personas in the buying committeeWho signs, who uses, who blocks. In complex B2B, 6–10 people usually decide (Gartner), so you write to two or three roles at once, each about something different.
- Turn your ICP into a databaseA list of companies and decision-makers with verification, segments and your approval before launch. That is how we build databases for every campaign: the client approves them by company name, job title and website.
Segment B2B clients by need, not only by industry: the same manufacturer buys differently when entering a new market than when cutting costs. We can prepare a database for your ICP in our B2B company database service.
Inbound vs outbound
Inbound or outbound? Client acquisition methods and differences
Outbound means you start the contact: you write to companies that match your ICP. Inbound means the client finds you: through search, content, LinkedIn or a referral. In B2B the combination wins: outbound brings conversations today, inbound lowers acquisition costs tomorrow.
Inbound lead
Comes from SEO and GEO, content, webinars, ads and personal branding. Higher buying intent, less control over who ends up in the pipeline.
Outbound lead
Comes from cold mailing, social selling and company databases built for your ICP. Full control over the target group and fast scaling.
| Criterion | Inbound | Outbound |
|---|---|---|
| Who starts | the client | you: you write to companies from your ICP |
| Time to leads | months | weeks from campaign launch |
| Control over the target group | low | full: a database built for your ICP |
| Scaling | slow, depends on traffic | fast: a bigger database means more conversations |
How to get your first clients? Start with your network and referrals, pick one narrow segment and write to 100–200 companies in it. Only once you know how the market responds should you add more channels: a LinkedIn brand works like inbound, social selling and cold mailing like outbound.
Ranking
Ranking of client acquisition methods: features and differences
We rank the methods by how quickly they bring conversations with B2B decision-makers and how well they scale. This ranking comes from our practice, not from ads: on the first two channels we have run more than 2,800 projects.
| # | Method | Role in the funnel | Time to first conversations | Scale | Precision | Ad budget | Best when |
|---|---|---|---|---|---|---|---|
| 1 | Cold mailing | first conversation | weeks | very large | high | no | you have a broad market and want many conversations |
| 2 | Social selling (LinkedIn) | first conversation, relationship | weeks | medium | very high | no | you target specific companies and people |
| 3 | LinkedIn marketing | trust, recognition | months | large | medium | no | you want decision-makers to know you before you write |
| 4 | Referrals and networking | trust, closing | depends on your network | small | high | no | you have satisfied clients |
| 5 | SEO, GEO and content | inbound demand | months | large | low–medium | no (content cost) | you are building a long-term flow of enquiries |
| 6 | Paid ads (Google, LinkedIn, Meta) | inbound demand | days | depends on budget | medium | yes | people already search for your product |
| 7 | Cold calling | first conversation | days | small | high | no | you call a warm lead, not a cold list |
| 8 | Email marketing and nurturing | warming up the database | weeks | large | medium | no | you have an opt-in database and a long decision cycle |
| 9 | Trade fairs and events | relationship, closing | event date | small | medium | yes (stand, travel) | you sell high-value deals through relationships |
Three differences decide which method to choose: who initiates contact, how much each additional lead costs (in outbound it grows with volume, in inbound it falls over time) and whether the channel works without an ad budget.
Cold mailing
Cold mailing: the best method for client acquisition at scale
Cold mailing means personalised messages to decision-makers from a database built for your target. It works best when you want to talk to hundreds of companies a month, not a handful.
Database for your target
We never buy databases off the shelf. We build them for your ICP and send them for approval usually within 48 hours.
Infrastructure
Subdomains, dedicated servers and 20–40 warmed-up mailboxes, so messages land in the inbox.
Team
A project manager, data miner, copywriter, IT and legal department, plus a sales trainer.
Hot lead in the contract
A person who asked for a meeting, an offer or contact and has a phone number and email. We guarantee at least 5 a month.
Law: since 10 November 2024, first commercial contact in Poland is governed by the Electronic Communications Law (PKE), and recipients’ data by the GDPR. That is why the first message is a question, not a commercial offer. More in our cold email guide.
See the Cold Mailing serviceLinkedIn brand
LinkedIn marketing: a long-term client acquisition strategy
LinkedIn marketing does not deliver leads in the first month, and we say so openly. It delivers something no campaign can buy: decision-makers know you and your company before they get a message from you.
Leader and company profiles
3 personal profiles and a company page, at least 6 posts a month in 3 variants and 5 videos.
Visibility in AI answers
More and more decision-makers start their search in AI assistants. In B2B, next to the company website, LinkedIn is one of the main sources of knowledge about a company.
An investment in the brand
This is a marketing budget, not a sales one, and comes without a lead guarantee. That is why we combine it with social selling and cold mailing.
Pricing
Client acquisition with InStream Group: 3 services and a package
The cost of acquiring sales leads depends on the industry and size of the target group, the chosen channel, and the scope and duration of the project. We don't sell individual leads: we build a process and a team for reliable lead acquisition that genuinely supports your company's sales results. Net prices; you can choose each service separately or as a package.
Lead generation package
Cold Mailing, LinkedIn Sales and LinkedIn Marketing in one package
€3,500net / month · three services in one packageThree client acquisition channels run by one team. You can also choose each service separately.
Book a callWhat you get in the package
Cold Mailing 2.0 · €1,700
- A team of 5 specialists with a project manager
- 20–40 mailboxes with warm-up
- Guarantee of min. 5 hot leads per month
LinkedIn Sales · €1,000
- A team of 3 full-time salespeople
- Min. 200 new contacts per month
- Manually recorded voice messages and min. 5 hot leads per month
LinkedIn Marketing · €1,000
- Marketing Manager and Support Team
- Up to 3 leader profiles and the company page
- Min. 6 posts per month
- Min. 5 edited videos
In the package
- One team runs three channels
- Net prices with no hidden fees
- Contract only for the modules you choose
- Lead guarantee written into the contract
Cold Mailing 2.0
Subscription: a permanent team and campaign continuity
€1,700net / month- A team of 5 specialists: project manager, data miner, creative department, IT and legal department
- A contact database built for your target group
- 20–40 mailboxes with warm-up
- Guarantee of min. 5 hot leads per month in the contract
- Campaigns on our own cold mailing platform
- CPL model also available: you pay for the leads delivered
LinkedIn Sales
Social Selling: salespeople who open conversations with decision-makers themselves
€1,000net / month- A team of 3 full-time salespeople
- Min. 200 new contacts per month
- Manually recorded voice messages
- Min. 5 hot leads per month
- Up to 3 LinkedIn profiles in the campaign
LinkedIn Marketing
Leader and company brand on LinkedIn
€1,000net / month- Marketing Manager and Support Team
- Up to 3 leader profiles and the company page
- Min. 6 posts per month
- Min. 5 edited videos
- A marketing strategy tailored to your goals
Demo
Demo: see what client acquisition looks like in practice
In the online demo you go through the whole process on real screens: from a database built for your target, through the campaign, to the lead in your CRM. Client data in the demo is anonymised.
Database
Database structure: industries, job titles and regions you approve before launch.
Campaign
Message sequences by email and on LinkedIn, run by our team.
Client panel
Every lead with the full reply, a map and conversion analysis.
Lead in your CRM
A hot lead with phone and email goes to your sales team.
The demo takes a few minutes and works right away, with no meeting to book.
Watch the demo nowClients and their stories
Our clients' success and satisfaction matter most to us. Join more than 1,700 companies worldwide for which we have generated leads.
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Client stories
See how we help companies like yours
Testimonials, case studies and campaign results from our clients in Poland and around the world.
See client storiesClient
testimonials
Our clients' success and satisfaction matter most to us. Join more than 1,700 companies worldwide for which we have generated leads.
InStream Group has proven to be a competent partner in building business relationships and expanding our sales activities. Their operations are precise and ensure high-quality lead generation.
Hubert Paczkowski
Sage
The InStream Group team demonstrated professionalism, innovation, and extensive expertise. Throughout our collaboration, we could count on punctuality, openness to suggestions, and constant communication. Thanks to the dedication and flexibility of Ms. Marika, Klaudia, and Ewa, we were able to build valuable relationships with potential clients and significantly increase the number of B2B leads. I wholeheartedly recommend InStream Group as a competent and effective partner in the field of B2B sales support.
Aleksandra Lech
Compensa
Our lead generation collaboration with InStream has been ongoing since the beginning of the year. It took the company only one week to prepare for the campaign, which was launched as planned on January 9, 2023. I would like to commend their smart approach to building the data base (consulting, refining) and the surprisingly accurate email addresses of decision-makers, which quickly translated into the first signed contracts. We continue to work together because it simply pays off.
Marcin Wojno
Helper
The company delivers our offer to dedicated target groups through emailing, allowing us to save time and connect with decision-makers. Additional lead guarantees enable us to continuously acquire new contacts for collaboration.
Wojciech Bogdański
AAA Auto
A very high level of cooperation and client communication. A young, ambitious, and professional team that knows their job and is always open to any suggestions.
Paweł Wojewodzic
Ogniochron
A pleasant and, most importantly, successful business collaboration. The InStream team was always helpful. The campaign turned out to be a great success and brought a significant year-over-year sales increase. Thank you.
Łukasz Dopierała
HAMA
Highly recommended! Before we started working together, we had many doubts about whether an external company would be able to deliver and generate content that would come back to us in the form of leads. They did it! For us, it was a new but important experience, and fortunately, we chose a company that met our expectations. Databases generated, content delivered, leads processed, and new clients acquired. We will definitely come back with a new idea and another market segment to explore and capture.
Marcin Suchocki
PC Print
We have been working with InStream Group since the second quarter of 2024 and are very satisfied with the work they have done. The company stands out for its high level of professionalism, quick and effective problem-solving support, and, most importantly – they deliver leads.
Fryderyk Gabryś
MB Poznań
I have carried out three projects with InStream, each time trying to find a counteroffer to compare capabilities. “Unfortunately,” each time I ended up staying with them – they outperformed the competition by far. They are professionals, both before signing the contract (conducting discussions, presenting capabilities, building credibility, etc.) and after the project starts. Full professionalism from the entire team (project manager, salespeople, content creators…), competent project management, good communication, etc. – from the beginning to the end of the cooperation.
Robert Ciesielski
Cogit
Lead counter
Lead counter: work out how many leads you need each month
Start with your sales goal, not with a channel. Enter how much you want to sell and the counter works backwards: how many contracts, offers, meetings and leads you need every month. The values in the fields are examples, enter your own.
Your goal and funnel
You need each month
recalculated live after every change
Decision
In-house resources or an agency? The advantages of an agency in client acquisition
Your own team makes sense when you have a stable process, a manager and time to recruit. In every other case an agency delivers results faster and cheaper. Here are six advantages you can see in the contract and in the results.
A team from day one
No recruitment, onboarding or turnover risk. Our people work for us full time.
Data from more than 3,000 projects
We know which messages, targets and channels work in your industry before you spend your first euro.
Our own technology
Client panel, a CRM for LinkedIn, platforms for personal branding and training. We do not resell other people’s software.
A guarantee in the contract
A minimum number of hot leads every month; if missed, a 25% refund or a make-up month.
Scaling up and down
You increase or reduce campaign volume without hiring or laying anyone off.
Law and deliverability on our side
Legal department, mailbox infrastructure and first contact compliant with PKE and the GDPR.
An agency will not replace the salesperson who closes deals. That is why we hand over leads with the full context of the conversation and, when needed, help build your sales process and CRM in our Sales Booster programme.
CAC
CAC: how to calculate client acquisition cost
CAC (customer acquisition cost) is your marketing and sales costs for a period divided by the number of new clients won in that period. Enter your numbers from recent months: the calculator works out cost per lead, cost per client and lead value. The values in the fields are examples.
Your numbers
data from your CRM and invoices · sample values
The median CPL in 426 InStream Group cold mailing campaigns is PLN 664, and 72% of campaigns have a CPL of up to PLN 1,000.
Result
recalculated live after every change
Formulas: CPL = cost ÷ number of leads · CAC = cost ÷ number of new clients · lead value = client value × conversion. More in our guide Cost per lead: how to calculate it.
Cooperation
How to design a ready-made client acquisition strategy with InStream Group
Five steps lead from the first conversation to the first leads. At every stage you know what we do, when, and what you get.
- Conversation and analysisWe get to know your product, clients and sales goal, and write up a target and product analysis.
- Strategy and quoteYou get a document: target, channels, sample sequences, volume and price.
- LaunchWe build the database (for your approval usually within 48 hours), the content and the mailbox infrastructure.
- First 30 daysThe campaign starts and leads go to the client panel and your CRM.
- 60 and 90 daysA monthly report and optimisation of messages and targeting, a strategy meeting every quarter.
Frequently asked questions about client acquisition
What does client acquisition involve?
Choosing companies whose problem your product solves, reaching their decision-makers, starting the first conversation and taking it to a contract. In B2B this is done through outbound channels (cold mailing, social selling) and inbound channels (SEO, LinkedIn, referrals).
How do you acquire B2B clients?
Describe your ICP and personas, build a database of companies and decision-makers, choose channels (cold mailing for scale, LinkedIn for precise targets) and decide who handles leads and how fast. Measure the cost of a lead, a meeting and a new client.
What are the most effective client acquisition methods?
In B2B, cold mailing and social selling on LinkedIn bring conversations with decision-makers fastest, while a LinkedIn brand, SEO and referrals lower acquisition costs in the long run. They work best together.
How do you get your first clients?
Start with your network and referrals, pick one narrow segment and write to 100–200 companies in it. Once you know how the market responds, add more channels.
How do you segment B2B clients?
By industry, size, region and buying model, and above all by need and buying signal: a new investment, expansion or hiring salespeople. Each segment gets its own message.
What can you do to get more clients?
Work backwards from your sales goal to see how many leads you need, and check which funnel stage loses the most. Often the problem is not the number of leads but how they are handled after the first reply.
How much does it cost to acquire a B2B client?
It depends on contract value, industry and channel. Calculate CAC: marketing and sales costs divided by the number of new clients. Lead generation subscriptions at InStream Group cost from €1,000 (LinkedIn Sales) to €1,700 (Cold Mailing) net a month, with at least 5 hot leads guaranteed.
What is a B2B client?
A company that buys from another company. Several people usually make the decision, the buying cycle takes weeks or months and the contract value is higher than in B2C.
What types of leads are there?
A cold lead fits your profile but does not know you. A warm lead has reacted but is not ready to talk yet. A hot lead asks for a meeting or an offer. Each needs a different next step.
Is cold mailing legal?
Yes, if the first message meets the requirements of the Polish Electronic Communications Law (in force since 10 November 2024) and the GDPR: it is a question, not a commercial offer. We design campaigns together with our legal department.
Should you acquire clients in-house or with an agency?
In-house when you have a process, people and time to recruit. With an agency when you need conversations in the first month and a guarantee in the contract instead of fixed costs.
How fast should you respond to a lead?
Ideally the same day, and a hot lead within a few hours. That is why each lead reaches you with the full reply, phone number and email. More in our lead handling service.
Let us design your client acquisition
Tell us which companies you want to reach and how many clients you need. We will get back to you within 24 hours with a proposal of channels and a quote that fits your sales.
- First contact compliant with PKE and GDPR
- At least 5 hot leads guaranteed in the subscription
- Three-channel package for €3,500 net
About the author
Filip DuszczakCEO and founder of InStream Group, 17 years in B2B sales. He built a team of 70+ specialists that has supported over 1,700 companies in sales across 40+ markets.
LinkedIn profile
Social selling
Social selling: the best client acquisition method for precise targets
Social selling means sales conversations on LinkedIn with specific people. You choose the companies, we reach their decision-makers: if not through the door, then through the window.
Full-time salespeople
Conversations are run by experienced salespeople, not bots and not students on short contracts.
Voice and email in parallel
Hand-recorded voice messages and parallel emailing to the same people.
5–10 dream companies
Each month you name the companies you care about most, and we run a separate campaign for them.
Result: a meeting in your calendar or a contact with phone and email in the system. Guarantee: at least 5 hot leads a month.
See the Social Selling service