How to launch a B2B product

You have built your B2B product, you have no audience, and a launch post will get a few likes from friends. Here is how to launch a B2B product when you do all the selling yourself: offer your first 10 customers a founding deal, then invite 100 named buyers a day to a live demo on a fixed date 3 weeks away. Most business buyers choose a favourite supplier before they talk to anyone, so a launch that waits for buyers to find you brings almost nothing.

Do these three things

About 6 hours a day, every day, for 4 weeks: 3 before launch day and 1 after. Judge it after 2,800 invitations.

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1. 1Today: write a founding-customer offer for your first 10 customers, and set a date 3 weeks away for a 30-minute live demo.
2. 2Every day: add 100 named buyers to your list and send 100 personal invitations to the live demo, following up 3 times. Post twice on LinkedIn from your own profile, and answer 20 questions where your buyers ask them.
3. 3Every Sunday: count invitations, yeses, conversations and founding customers by where each one came from. After 2,800 invitations, give your hours to the source that brought the most conversations.

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1. Write a founding-customer offer for your first 10 customers

Write a one-page offer for your first 10 customers: what your product does, who it is for, and what they get for going first. Buyers want something proven. With no customers, you cannot show proof, so you give the first 10 a reason to be the proof.

Start from one sentence on who buys from you and the moment they need you. If you already have one or two clients, ask them why they bought and use their words. Then turn that sentence into a value proposition a stranger understands in one read.

The offer has four parts:

1. A small first order with an end date. A buyer who has never heard of you can say yes to something small far more easily than to a year-long contract.
2. A founding price. For example, half your normal price for the first year. Charge something. A buyer who pays uses what they bought and tells you the truth about it. A free pilot with no end date often never ends and never turns into a sale.
3. What you ask back. A 15-minute feedback call, and a written result you can share with their name on it. This becomes your first testimonial and your first case study.
4. A limit. 10 places, and a closing date 14 days after launch day.

If you make or wholesale a product: the first order is a short first run at the founding price, with a free sample before they order.

If you sell a service: the first order is a fixed-price first project with a clear finish, not an open-ended retainer.

If you sell sales-led software: the first order is a 60-day paid pilot that you set up for them yourself, with the founding price held if they stay.

Set your normal price first, so the founding price is a real discount, and work out your floor price so the founding price never loses you money.

For [kind of company] who [the moment they need you].[Your product] [does what, in one line], so [the result they get].Founding offer for the first 10 [companies / brands / firms]:
[The small first order], ready in [time].
[The founding price], held for [12 months].
[One extra: a free sample / set-up done for you / a first check].
What we ask: a 15-minute call after [the first order] and a short written result we can share.Open until [date], or until the 10 places are taken.

• Tool: a Google Doc.
• Time: 1 hour.
• You will have: a one-page offer you can paste into every message, post and page in the next steps.
• It worked if: 3 people who fit your sentence read it and can each tell you, in one sentence, what it does and what they get. If one of them cannot, rewrite the first line before you invite anyone.
• Common mistake: "Now launching! Contact us to learn more." It says nothing about who it is for or why they should reply this month.

2. Add 100 named buyers to your launch list every day

Add 100 new rows to your launch list every day: a company that fits your sentence, one fact about why, and the name of the person who buys. You will send 100 invitations a day, so you need 100 new names a day. Over the 3 weeks before launch day that is about 2,100 names.

Put the people you already know at the top: past colleagues, suppliers, old clients and friends in your buyers' industry. This is warm outreach, and they answer far more often than strangers. Go through your email contacts, your LinkedIn connections and your phone, and add every one who could buy or knows someone who could.

Then add strangers who fit. This is your lead list. Look where your buyers already show up: LinkedIn search for the job title, Google for the kind of company plus a region, the exhibitor list of their next trade show, and the member list of their trade association. For each company, find the decision maker and their work email. Where to look for each kind of business is in the daily list routine for first B2B clients.

Let AI suggest companies. Give ChatGPT or Claude your sentence and a region, and ask for 30 companies with their websites. Open each website yourself before a row goes in. Some will be wrong, closed or too big.

Company | Website | Why it fits (one fact) | Buyer name | Role | Email | LinkedIn | Phone | Source | Invited on | Follow-ups sent | Yes to demo | Came live | Next step

• Tool: Google Sheets, LinkedIn search, Google, and Hunter to find emails. Hunter's free plan gives 50 credits a month. At 100 names a day you will need more: Starter is $49 a month, or $34 a month billed yearly, for 2,000 credits.
• Time: about 1 hour 30 minutes a day, with AI suggesting companies and you checking each one.
• You will have: 100 new named buyers a day, and about 2,100 by launch day.
• It worked if: every row has a person's name and a way to reach them, and 9 in 10 rows fit your sentence exactly.
• Common mistake: buying a list of 5,000 contacts. You cannot write one true line about each of them, and email to a bought list lands in spam.

3. Put up a launch page with a 2-minute demo and one button

Put up one page that says who your product is for, shows it working in a 2-minute video, states the founding offer, and has one button. Every invitation and every post will send people here, so it must be live before the first invitation goes out.

Buyers look you up before they reply to a stranger. Many now ask an AI chatbot first: in G2's March 2026 survey of 1,076 software buyers, 51% said they start their research in an AI chatbot more often than in Google, up from 29% in April 2025. So write the page so anyone who reads it, or an AI tool that reads it, can say what the product is, who it is for and roughly what it costs. Later, work on being named when buyers ask ChatGPT for a supplier.

Build the page in this order. The landing page guide goes deeper on each part.

Headline: [What it does] for [who it is for].
Line under it: [The problem, in your buyers' words]. [What changes when they use it.]
Video: a 2-minute demo. Show the one job it does, start to finish. No slides.
The founding offer: [paste from step 1], with the places left and the closing date.
Price: from [amount], or [the price range].
Live demo: [date and time, with time zone]. Reply to any of my messages to join.
One button: Book a 20-minute call.

Record the video with Loom. Its free plan allows 25 videos of up to 5 minutes each. Record the screen or the product on camera, talk as you would on a call, and cut it to 2 minutes. Show one job, start to finish: the problem, the product doing the job, and the result.

For the button, use a free Cal.com booking page for a 20-minute call. The free plan allows unlimited event types and meetings for one person.

If you make or wholesale a product: make the button "Request a free sample" and ask for the company name, the buyer's name and a delivery address. Film the video with your phone, holding the product.

Put the page on your own site. If your homepage says something vaguer, change its top too, the same day: fix your homepage copy and the next step on your B2B website. If you have no website yet, a free Google Sites page works on a sites.google.com address. Your own domain on Google Sites needs a paid Google Workspace plan.

Change your LinkedIn headline to your one sentence in short form, "[What it does] for [who it is for]", so people who check you after an invitation see the same thing.

• Tool: your website editor (or Google Sites), Loom's free plan, Cal.com's free plan.
• Time: about 3 hours, once.
• You will have: a live page with the headline, the video, the offer, the price and one button.
• It worked if: you show the page to 3 people who fit for 5 seconds, and each can say what it does and who it is for. Then book a test call on your phone to check the button works.
• Common mistake: a long list of features, no price, and three buttons ("Learn more", "Contact us", "Sign up"). Give one next step.

4. Pick a launch date 3 weeks away and invite 100 people a day to a live demo

Set your launch day 3 weeks from today, on a Tuesday or Wednesday, and hold a 30-minute live demo on it. Then send 100 personal invitations every day until that day, each asking one person to join. A live demo on a fixed date gives every message a reason to reply this week, and gives you a reason to write to everyone again.

Set it up today. Create one Google Calendar event for launch day with a Google Meet link. Google Meet on a free Google account holds up to 100 people for up to 60 minutes, which is enough for a 30-minute demo. When you add guests, open Guest permissions and untick "See guest list", so no buyer sees the others' emails. Tuesday and Wednesday brought the most attendees in Goldcast's study of 19,531 business webinars from 2024. Pick an hour when your buyers are at work.

Then create a LinkedIn event for the same demo. On LinkedIn, click Home, then Events in the left pane, then Create an Event. Choose Online, then "External event link", and paste the Meet link. You cannot change the organizer, type or format after you post it, so check them first. You can invite up to 1,000 of your first-degree connections a week to an event. Invite only those who fit your sentence. These one-click invitations are extra: they do not count toward your 100 personal messages.

Send 100 personal invitations a day. Start with the people you know on day 1. Then move down the list to strangers. Each message has one true line about the person, one line about what you have built, and one question: will you join the live demo? Let AI do the drafting: paste 10 rows from your list and the template below into ChatGPT or Claude, and ask for one message per person, under 80 words. Read each one, fix the first line so it is true and about them, and send it. That is about a minute a message. When someone says yes, add them as a guest to the calendar event the same day.

Follow up 3 times in the same thread: on day 3, on day 7, and on the day before the demo. If a follow-up would fall after launch day, send the step 7 message instead. In Instantly's benchmark of cold email sent in 2025, 42% of all replies came from follow-ups. Stop the moment someone says no, and mark it in your sheet. If few people reply, rewrite the first line before you change anything else.

Spread the 100 across channels. Each channel has a limit. Keep the target and spread it:

If you have never sent cold email, set up the second domain today, before anything else, with SPF, DKIM and DMARC turned on, and start warming it up. In the US, the CAN-SPAM Act makes no exception for business email: every email to a stranger needs your postal address and a clear way to say no, and you must honour a "no" within 10 business days.

Subject: [their company] + [what you built]Hi [first name],[One true line about them: something they launched, sell or said.]I've built [your product]. It [does what] for [who it is for], so [the result].I'm showing it live for 30 minutes on [day, date, time, time zone]. Can I send you the link?[Your name], [company], [phone]
[Postal address]
Not for you? Reply "no" and I won't write again.

Day 3: Hi [first name], bringing this back up. The live demo is on [date]. Happy to send the link.Day 7: [One short, useful point about their problem.] If [date] doesn't suit, I can show you on a 20-minute call instead: [booking link].Day before: Tomorrow at [time] I'm showing [your product] live for 30 minutes. Reply "yes" and I'll send the link, or I'll stop here.

If you know the person well: skip the pitch. "I've built [product] and I'm showing it live on [date]. Would you come, and do you know one [kind of company] who should?" One introduction from a friend is worth many cold emails.

• Tool: Google Calendar and Google Meet (free), LinkedIn Events (free), Gmail from your main address and your second domain, your phone, and ChatGPT or Claude to draft.
• Time: about 2 hours a day for 100 invitations, plus about 1 hour for follow-ups.
• You will have: 700 invitations a week, about 2,100 by launch day, each logged with its follow-up dates.
• It worked if: at least 3 people say yes to the demo, or ask for a call, for every 100 you invite, after all follow-ups. Under 1 in 100 after 1,000 invitations means the offer or the list is wrong: go back to step 1, then send the next 1,000.
• Common mistake: one launch post with a sign-up link, and no personal messages. The other is stopping after 50 invitations because no one answered yet.

Three days before launch day, count the yeses. If fewer than 30 people have said yes, move the demo one week later and keep inviting. Tell everyone who said yes the new date.

5. Post twice a day on LinkedIn and answer 20 questions a day

Post twice a day on LinkedIn from your own profile, and answer 20 questions a day where your buyers ask for help. Buyers who get your invitation will look you up. When they do, they should find a founder who shows the problem, the product and the launch date every day, not an empty profile.

Posts. Post from your own profile, not only from a company page. A new company page has almost no followers, while your own profile already reaches your connections. Use the 3 weeks to build up to launch day. Each post makes one point, in your buyers' words:

Let AI draft from your notes: give ChatGPT or Claude your step 1 sentence, one real thing that happened today, and the week's theme, and ask for two posts under 150 words. You change every line that does not sound like you, and add one true detail. When you run out of topics, pick from these LinkedIn post ideas. Short videos help here: a 30-second clip filmed on your phone shows the product better than a paragraph.

Answers. Every day, answer 20 questions from people who have the problem your product fixes, across at least 5 places: comments on your buyers' LinkedIn posts, LinkedIn groups, industry forums, subreddits that allow it, and the online communities where your buyers talk. Answer the question fully. Do not paste your link. People who find the answer useful will open your profile, and your profile shows the launch.

If your buyers are in a trade with few online communities: answer in the comments under posts by the trade magazines and associations your buyers follow, and under your buyers' own posts. 20 a day is still the target.

• Tool: LinkedIn, and ChatGPT or Claude to draft.
• Time: about 40 minutes a day for 2 posts, and about 1 hour for 20 answers.
• You will have: 42 posts and about 420 answers by launch day.
• It worked if: by the end of week 2, at least one person a week says yes to the demo or asks for a call after seeing a post or an answer. Ask each new yes where they heard of you.
• Common mistake: 3 weeks of "Something big is coming!" posts. They say nothing about the buyer's problem, so buyers scroll past them.

6. Run launch day: the live demo, the announcement and a note to trade magazines

On launch day, post the announcement, run the 30-minute live demo, start a short launch note to everyone on your list who has not answered, and send a new-product note to the trade magazines your buyers read. It is one busy day, and every part of it is about getting the next conversation.

Morning: post the announcement. From your own profile, write what you built, who it is for, the problem in one line, the founding offer with the places left, and the demo time. Add the 2-minute video. Share it from your company page too. The same shape works for announcing a new business on social media.

One hour before: remind everyone who said yes. A short note with the time and the link. Only about 1 in 3 people who sign up for a business webinar come live, in Goldcast's 2024 data, so the reminder matters.

The demo: 30 minutes, three parts. A live demo is not a slide deck.

1. 5 minutes: the problem. Say what your buyers do today and what it costs them, in their words.
2. 15 minutes: the product doing one job, start to finish, on real data or a real sample.
3. 10 minutes: questions, then the offer. Answer every question. Then read the founding offer, say how many places are left, and ask: "Reply 'call' in the chat, or book 20 minutes at [link]."

Write down every question people ask. They become next week's posts, your FAQ and the lines in your sales demos.

If you make or wholesale a product: show the product on camera, open it, use it, and offer to post a free sample to everyone who came, the same week.

Afternoon: start the launch note to your list. Everyone you invited who has not answered or said no gets one short note in place of their next follow-up: you launched today, here is the 2-minute video, and this many founding places are left. Send it one by one, within each mailbox's daily limit, so it goes out over launch week.

Afternoon: send a new-product note to 10 trade magazines and newsletters. Many trade magazines run a free new-products section. Quality Magazine, for example, has a form for it, and Modern Machine Shop asks for 300 words or less about one product, with contact details and a high-resolution photo. Find the new-products editor of each title your buyers read, and send the note below. Do not pay for a newswire release (EIN Presswire charges $149 for one): the new-products note reaches the editors your buyers read, for free. If you have a real story, such as a founding customer's result, pitch it to a journalist one by one.

Subject: New product for [their readers]: [product name]Hi [first name],For your new-products section: [company] has launched [product name], [what it does] for [their readers].
The problem it fixes: [one line].
What is new: [the one thing others do not do].
Available from: [date]. Price: from [amount].
A high-resolution photo and a 2-minute video are here: [link]. I can answer any question today.[Your name], [company], [phone], [website], [postal address]

If you also sell self-serve software that people can try without a call: add a Product Hunt launch in launch week. For a sales-led product, the buyers you need are on your list, not on Product Hunt.

• Tool: Google Meet, LinkedIn, Gmail, and your phone.
• Time: the whole day: 30 minutes for the post, 30 minutes for the demo, about 2 hours for the first launch notes, and 1 hour for the trade press.
• You will have: the demo done, the announcement live, the launch notes started, and 10 new-product notes sent.
• It worked if: about 1 in 3 people who said yes came live, and at least 1 in 10 of those who came asked for a call or a sample by the end of the day.
• Common mistake: a 45-minute talk about your company with slides and no offer at the end. People came to see the product work.

7. Message everyone within a day and send a written offer the same day as every call

The day after launch, message every person who came to the demo and everyone who said yes but did not come. Offer a 20-minute call. When someone books, run the call and send a written founding offer the same day. Buyers who wait a week for your offer often go quiet.

Use the notes from the demo. In each message, name the question they asked, or the part they reacted to, and link the 2-minute video for anyone who missed it. Ask for one thing: a 20-minute call.

Subject: [their company] + yesterday's demoHi [first name],[Thanks for coming. You asked about X: the short answer is Y.] or [Sorry we missed you. Here is the 2-minute version: link.][N] of the 10 founding places are left, until [closing date]. Would a 20-minute call this week help you decide if it fits [their company]? [booking link][Your name], [phone]

Run each call as a discovery call: ask what happens today, what it costs them, who else decides, and when they need it. If several people must agree, sell to them as a group. Then send the written offer the same day: a one-page proposal, in their words, with the founding price, the first order and the date it ends, sent with a short same-day quote email.

Follow up on every open offer on day 3, day 7 and day 14. When the 10 founding places are taken, or the closing date passes, close the offer and quote your normal price from then on. Tell everyone still deciding, one day before it closes.

Keep sending 100 invitations a day in launch week too. They now invite people to a 20-minute call, with the founding places left as the reason to reply.

• Tool: Gmail, Cal.com's free plan, Google Docs, and your step 2 sheet. A CRM can wait until the sheet gets slow.
• Time: about 2 hours a day in launch week: messages, calls, and 15 minutes per written offer.
• You will have: every person who came or said yes contacted within 1 day, and every call ending with a written offer and a date.
• It worked if: at least 1 in 3 calls leads to a written offer sent the same day. After launch week, count how many offers turned into founding customers.
• Common mistake: waiting for people who came to the demo to write to you first. Write to them.

8. Count invitations, conversations and founding customers every Sunday

Every Sunday, fill in one row in a sheet: invitations sent, yeses, people who came live, conversations, written offers and founding customers, with where each conversation came from. After 2,800 invitations (4 weeks at 100 a day), stop what brought nothing and give its hours to what worked.

Ask "How did you hear about us?" at the start of every call. This is self-reported attribution. Without it, you are guessing. Tag the link in each post with UTM parameters too, so your site's visits show where they came from.

Week | Invitations sent | Yes to demo | Came live | Conversations: people you know | Conversations: email | Conversations: LinkedIn | Conversations: phone | Conversations: posts and answers | Written offers | Founding customers

After 2,800 invitations, look at each source:

• A source with 0 conversations: stop it, and move its hours to the source with the most.
• Fewer than 1 conversation per 100 invitations overall: change the offer or the list, not the channel. If you have sent 2,800 and still have no conversations, find out why no one is buying before you send more.
• All 10 founding places taken: close the offer, raise to your normal price, and ask each founding customer for their written result when their first order ends. It becomes your first case study.

Then keep going. The launch was the first 4 weeks of the same daily work: carry on with 100 personal messages a day as a 12-week routine. Your sales pipeline is the open offers in your sheet. Leave LinkedIn ads until at least 5 orders have come from your messages, and set any budget from what one client is worth. Once a month, step back for a marketing review, and choose the next channel to add.

• Tool: Google Sheets.
• Time: 20 minutes every Sunday.
• You will have: one row a week, and a clear answer on where your conversations and founding customers came from.
• It worked if: you can name the source of every conversation and every founding customer.
• Common mistake: judging the launch by the likes on the announcement post, or deciding after 1 week.

Where Scout7 helps

Scout7 speeds up step 5: the two posts and the 20 answers a day.

Posts. Scout7 makes image posts with captions in your voice, and short videos from a script you direct, in portrait (9:16) or landscape. It schedules them to LinkedIn, including your personal profile, and to X, Instagram, Facebook, Threads and Reddit, and shows the 3 weeks up to launch day in one calendar. You add your launch date as an event, and later posts are planned around it. You approve each post and each video. Nothing goes live without your approval.

Answers. Join Conversations searches social platforms for live discussions about the problem you fix, groups them by the kind of reply that fits, and drafts a reply in your voice. You read each thread and approve or rewrite every reply.

Your B2B product launch checklist for the next 4 weeks

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Step 1 · Write a founding-customer offer for your first 10 customers

• Write a one-page founding offer for your first 10 customers.

Step 2 · Add 100 named buyers to your launch list every day

• List everyone you know at the top of your launch list.
• Every dayAdd 100 companies that fit your sentence, each with a named buyer.

Step 3 · Put up a launch page with a 2-minute demo

• Publish a launch page with a 2-minute demo video, the founding offer, a price and one button.
• Change your LinkedIn headline and homepage top to your one sentence.

Step 4 · Set a launch date and invite 100 people a day

• Set a 30-minute live demo 3 weeks away in Google Calendar and as a LinkedIn event.
• Every daySend 100 personal invitations to the live demo.
• Every daySend the follow-ups due on day 3, day 7 and the day before the demo.

Step 5 · Post twice a day and answer 20 questions a day

• Every dayPost twice on LinkedIn from your own profile.
• Every dayAnswer 20 questions where your buyers ask for help.

Step 6 · Run launch day

• Post the announcement, send the reminder and run the 30-minute live demo.
• Send the new-product note to 10 trade magazines, and a launch note to everyone on your list who has not answered.

Step 7 · Message everyone within a day and send written offers

• Message everyone who came or said yes, the day after launch.
• Every daySend a written offer the same day as every call, and follow up on open offers.

Step 8 · Count every Sunday

• Every SundayFill in one row: invitations, yeses, people live, conversations by source, offers and founding customers.
• After 2,800 invitationsStop any source with 0 conversations and move its hours to the best one.

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