Core
One market and a clear ICP.
- Market map
- Up to 1,000 companies
- Qualification
- Standard ICP fit
- Signals
- 2 from the signal list
- Contact for flagged companies
- Decision-maker, email and phone
- Delivery
- Weekly email digest
Call the right companies when they’re ready to buy.
We map every company in your market, keep only the ones that fit and watch them every week — so your salespeople call the moment something changes, with the decision-maker in hand.
One client per niche, per region — your competitors can’t buy your signals.
Companies our clients book meetings with
Examples of companies our customers book meetings with: Bravida, Planhat, Instalco, Voyado, Troax, Teamtailor, Assemblin, Upsales, Nefab, Vitec, Vacuumlabs, Vicious Marketing.
The problem
Stop reaching out to a market that would never buy.
Most sales teams work from lists built to be big, not right — bought databases and exports nobody has checked. So the day goes to contacts who have left, switchboards and decision-makers who were never a fit, while the companies that could actually buy from you never get the call.
A day on a bought list
- Pull today’s call list from a database built to give you many leads, not good ones.
- Ring the first ten. Three contacts have left the company. Four calls end at the switchboard.
- Finally, a decision-maker. Fifteen minutes in, it turns out they’re not in your ICP.
- Back to the list. Every company “might” fit — none has a reason to talk to you today.
- Three to four hours on the phone, again. Tomorrow starts from the same list.
A full day of calling. Nobody who was ever going to buy.
A day on your real market
- Open this week’s list: every company in your ICP, checked on its own website and across several data sources.
- Each one also passes the trait your best clients share — 3–6 people in sales, Facebook ads but no Google Ads, lead magnets on the site.
- Five of them just showed a buying signal: hiring for a role you fill, more ads, a new office.
- Call Lena, Head of Sales at Fjällvik Logistics — they just posted two sales roles. Open with the problem they have, not why you deserve a few minutes.
- A real conversation with your real ICP. Meeting booked.
Fewer calls. Genuine conversations. Every one a company that could buy.
How it works
Your whole market, watched every week.
Four steps, run for you. We set them up with you once — who fits, who doesn’t, which signals matter — and then they run every week without anyone on your team lifting a finger.
Map
Find every company in your market.
We search several databases and the web for every company that could belong in your market — in one country or several, across one industry or many. Every company that could fit goes into one pool.
Qualify
Keep only the ones that fit your custom criteria.
We read and analyze every company against your ICP and your own criteria — they run Facebook ads, they sell this but not that, they have a sales team. Every company is qualified or not, and every exclusion has a reason.
Watch
Know it the moment it happens.
Every week we scan every qualified company for the signals that say now is a good time to reach them: new hires, more ads, a new office, funding — whatever matters to you.
Deliver
Hand your team who to call, and why.
We find the decision-maker, their email and phone number, and send it to your team every week — by email or straight into your CRM.
Lands in
- Your inbox
Qualification and timing
Qualification tells you who. Timing tells you when. We tell you both.
A criterion is a fact about a company. A timing signal is the change that makes now the moment to call — and tells you why. You need both: the right company, the week something changes.
Criterion — who to callTiming signal — when to call
Paid adsRuns Facebook adsDoubled its ads in the last 30 days
HiringHas a sales teamJust posted a sales role
MarketingMarkets activelyWent quiet — no new ads or posts in 60 days
OfferingOffers SEO, not paid socialAdded a paid-social service page
PeopleHas an IT managerA new IT manager started this month
LocationsOperates in the NordicsOpened an office in Germany
The same source can be either. Running ads is a criterion if all your best customers do — and a signal when the number suddenly changes. We decide which with you on the call.
Signals can be combined. More ads, but no marketing manager on the team: they are doing it themselves, and they may need help.
Signals
What we can monitor for you.
The same change means something different to every sales team. A new office needs furniture, coffee machines, computers and workwear — and people to fill it. Pick what you sell and see what we would watch for, and what lands with your team.
Signals worth watching
- A new office, or a move to a bigger one
- Headcount growing fast
- A new location opening
What lands with your team
New officeIllustrative example
Solvik Interiors
Moving into a 1,200 m² office in Malmö in January
Sara · COOEmail ✓
Your opening line
“Saw you’re moving into the new Malmö office in January — who’s setting up the workplace?”
Signals worth watching
- A new head of IT or CTO
- Hiring developers or IT staff
- A new system showing up on their website
What lands with your team
New in roleIllustrative example
Granö Energy
New Head of IT started three weeks ago
Erik · Head of ITEmail ✓
Your opening line
“Congratulations on the new role. Most new IT heads review their suppliers in the first 90 days — is that on your list?”
Signals worth watching
- New sites and locations
- Hiring field staff
- A rebrand on their website
What lands with your team
HiringIllustrative example
Lindqvist Bygg
Hiring 12 electricians across three new sites
Anders · CEOEmail ✓
Your opening line
“Saw you’re staffing up three new sites — are the crews kitted out yet?”
Signals worth watching
- A new warehouse or production site
- Selling into new countries
- A new head of logistics or supply chain
What lands with your team
New siteIllustrative example
Hedlund Foods
Opening a 9,000 m² warehouse in Jönköping in March
Petra · Head of LogisticsEmail ✓
Your opening line
“Saw you’re opening the Jönköping warehouse in March — who’s planning the freight in and out?”
Signals worth watching
- Roles open for more than 30 days
- Hiring in a new country
- Fast headcount growth
What lands with your team
HiringIllustrative example
Tallberg Systems
Senior backend role open for 45 days
Marcus · CTOEmail ✓
Your opening line
“Noticed the backend role has been open for six weeks — would three vetted candidates by Friday help?”
Signals worth watching
- More ads, but no marketing manager
- Marketing went quiet
- A new product or service launched
What lands with your team
Meta adsIllustrative example
Ekdal Group
Ads up from 6 to 19 — and no marketing manager on staff
Jonas · FounderEmail ✓
Your opening line
“You’ve tripled your Meta ads without a marketing manager — who’s running them today?”
Signals worth watching
- Sales roles posted
- A new head of sales
- Funding raised
What lands with your team
HiringIllustrative example
Fjällvik Logistics
Posted 2 sales roles in Hamburg
Lena · Head of SalesEmail ✓
Your opening line
“Saw you’re hiring two salespeople in Hamburg — how are you planning to ramp them up?”
If it’s public, we can watch it.
The signals we set up most often. Anything else a company shows in public can be built for you.
- Hiring and open roles
- Meta ads
- Google ads
- LinkedIn ads
- Website changes
- New offices and locations
- Expansion into new markets
- Headcount growth
- New results and case studies
- Funding
- New people in key roles
- Your own signal
Why we built it
Built for one salesperson first.
Johan has spent years in sales. Like every salesperson, most of his day went on finding companies, getting past switchboards and finding out ten minutes into a call that they were never going to buy.
In early 2026, Johannes built him a system that did that work before the call — and told him when to call. Johan liked it so much he wanted every sales team to have it. So they started Varma Leads together.
“I used to open every call with questions to find out what was going on. Now I already know — that’s why I’m calling.”
Client stories
Sales teams already working this way.
Client storyEasierPay books twice as many qualified meetings — every month, with the same four people.
Three years of won deals showed what their best customers have in common. Now the pipeline fills with companies that look like them, plus the people engaging with competitors on LinkedIn. Every lead arrives with a named decision-maker and a direct number — so the first call reaches the person who decides, not the switchboard.
Read the full client story“We’ve seen a significant improvement in the conversations we have with potential customers. They’re better and more direct, we talk to the right person from the start — and we’re bringing in more business with the same team as before.”
Konstantin BunakovHead of Sales, EasierPay
- 2×
- qualified meetings a month
- 40%
- less time hunting for the right person
- 0
- new sales hires
1 / 3
Plans
Pick the plan that suits your market.
Every plan maps your market, qualifies it and sends you the signals. They differ in how big the market is, how custom the checks are and how the results reach you.
One client per niche, per region.
Once you’re in, your competitors can’t buy the same signals in your market.
GrowthRecommended
For teams working their market every day.
- Market map
- Up to 3,000 companies
- Qualification
- Standard, plus 3 custom criteria
- Signals
- 4 from the list, or 2 plus 1 built for you
- Contact for flagged companies
- Decision-maker, email and phone
- Delivery
- Weekly, synced to your CRM — and your market re-mapped every quarter
Custom
Several markets, or signals built for you.
- Market map
- Multiple markets
- Qualification
- Unlimited custom criteria
- Signals
- Signals built for your market
- Contact for flagged companies
- Enrichment of your whole market
- Delivery
- Wherever and whenever you need it
A monthly subscription. Priced on a call, once we know your market and the checks you need.
Add custom criteria or signals to any plan.
Works best when your market has hundreds or thousands of companies — in one country or across many.
Questions
What sales leaders ask us.
How is this different from Apollo, Clay or intent data?
Databases sell rows, and intent data guesses at topics someone read about — your team still has to filter. We qualify every company in your market against your ICP first, then watch only those for the changes that matter to what you sell, and show you the evidence for each one.
What counts as a signal?
Any change we can see in public: new hires and open roles, more or fewer ads on Meta, Google or LinkedIn, changes on their website, new offices and locations, expansion into new markets, headcount growth, new results and case studies, funding, or a new person in a key role. If it’s public, we can watch it.
How many signals will we get each week?
It depends on the size of your market and the signals you choose, and we estimate it with you on the first call. If your market is too small for weekly signals to make sense, we’ll tell you.
What about the companies that show no signal?
They’re still yours. Every company in your market map has been qualified against your ICP, so your team can work the whole list whenever it wants — the signals tell you who to call first.
Where do the signals arrive?
On Core, in a weekly email digest. On Growth, synced into your CRM every week, with your market re-mapped every quarter. On Custom, wherever and whenever you need them.
Can our competitors get the same signals?
Not in your region. We work with one client per niche, per region.
How much does it cost?
It’s a monthly subscription. The price depends on the size of your market and the checks you need, so we set it on the call, once we know both.
We don’t have a sales team. Can you still help?
Yes. A timing signal is the natural moment to reach out, and we can run the outreach for you.
Where does the data come from?
Public sources — company websites, job boards, ad libraries, news and registries — plus licensed B2B databases for company and contact details. We only work with professional details, and anyone can opt out at any time.
Book a call
Let’s map your market.
Thirty minutes with Johan or Johannes. You leave knowing how big your market is, who in it fits, and which signals would tell you when to call.
Who to target
Your best customers, and what they have in common.
Who to leave out
The companies that look right but never buy.
Which signals matter
The changes that mean your customers need you now.
What to expect
How big your market is, and how many signals it will produce.