Guides
4 mins

The Wrong Way to Think About Finding Customers

Charlie Brook
Co-Founder & CEO

Most people treat marketing like a fishing trip. They cast a wide net; publishing blog posts, posting on LinkedIn, running ads - hoping the right people will stumble across their content.

But here’s the reality: if you’re selling B2B SaaS, your ideal customers aren’t random fish in the ocean. They’re already on a list.

You don’t need to “get discovered.” You don’t need to wait for SEO, social media algorithms, or word-of-mouth to do the heavy lifting.

You can build a list of your exact buyers today and go straight to them.

This is why owned channels: outbound email, LinkedIn messaging, direct content distribution, are the fastest and most reliable way to generate demand. You don’t waste time “building an audience.” You start selling to the right people from day one.

Why Knowing Your Target Customers Gives You an Unfair Advantage

When you know exactly who your buyers are, marketing stops being a guessing game and starts being a direct line to revenue:

Outbound messaging works immediately. You don’t need to build an audience first, you reach out to decision-makers who already need your solution.

Your content converts, not just attracts. Instead of writing vague thought leadership, you create messaging tailored to the people who are most likely to buy.

No wasted effort on low-intent traffic. If you know who your customers are, you don’t need to rely on search engines or social algorithms to bring them to you.

Example: The Difference Between Guessing and Knowing

Let’s say you sell SaaS workflow automation for eCommerce brands.

You could:

  • Write hundreds of blog posts about productivity for business owners and hope eCommerce operators find them.
  • Wait for people to search for “best automation tools” and try to outrank competitors.

Or, you could:

  • Pull a list of Shopify brands doing $5M+ in revenue.
  • Send direct outreach to their operations teams with a case study on how you’ve helped similar companies save 10+ hours a week.
  • Create content that speaks directly to that audience instead of trying to appeal to “business owners” in general.

One approach waits for customers to come to you. The other puts you in front of the right customers immediately.

Which one sounds like a faster path to revenue?

How to Build Your Target Customer List

You don’t need to guess who your buyers are. You can identify them today with the right tools.

1. Lead Databases & Firmographics

These tools help you find companies that match your ICP:

2. Intent Data & Engagement Signals

These platforms help you target buyers who are actively searching for solutions like yours:

  • ZoomInfo, Bombora – Identify companies researching your category.
  • Clay, BuiltWith – See what tech stacks companies are using, so you can target those with relevant gaps.
3. Content & Outreach Optimization

Once you have the right audience, you need to deliver the right content:

  • Flowify – Helps you create, distribute, and track high-impact outbound content designed for direct engagement.

Instead of waiting for the right people to find you, these tools help you find them.

Why Owned Channels Work Best When You Know Your Audience

Once you have a defined list of target customers, owned channels outperform everything else:

Outbound Email → You send content straight to decision-makers.

No need to wait for organic reach. You reach out directly to the right people.

LinkedIn Messaging → You build relationships with your ideal buyers.

Instead of posting and hoping for engagement, you start meaningful conversations.

Direct Content Distribution → You control who sees your messaging.

You send case studies, product demos, and key insights to the exact people who need them.

When you already know who your buyers are, owned channels give you full control over demand generation.

Precision Beats Volume

Most SaaS founders waste time trying to attract customers when they could just go straight to them.

When you know exactly who your ideal buyers are, you:

  • Skip the waiting game and go straight to your customers.
  • Write content built to convert, not just attract attention.
  • Make owned channels your fastest, most reliable growth lever.

If you’re still chasing search traffic and hoping your audience finds you, you’re doing it the hard way. Start with precision. Build your target customer list. And use owned channels to drive demand, not just awareness.

How Flowify Helps

Knowing your ideal customers is one thing. Reaching them effectively is another.

Flowify makes content creation and distribution seamless, so you don’t just identify your target buyers—you engage them.

1. Build High-Impact, Mobile-First Content

Your ideal customers aren’t reading long whitepapers. Flowify helps you create reels, product demos, and webpages designed for outbound messaging and direct engagement.

2. Deliver the Right Content to the Right People

With Flowify, you’re not just creating content - you’re ensuring it gets seen by decision-makers. Whether through email, LinkedIn, or direct sharing, your content is structured to drive action, not just views.

3. Track What’s Working and What’s Not

If your content isn’t landing, Flowify’s analytics show you who’s engaging, where drop-offs happen, and how to refine your messaging. Instead of guessing, you get clear insights to fix weak spots and double down on what works.

If you’re ready to stop relying on chance and start owning your demand generation strategy, Flowify is built for you.

Further reading