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VarmaLeads
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Put your sales team in front of companies that can actually become customers.

Right companies. Right people. Ready to work. Qualified against your actual ICP and delivered where your sales team works.

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Varma LeadsAgent

Go through every company in our CRM. Score each against our ICP, then find the Production Manager — the CEO if there isn't one, the Site Manager last. Check if they have live projects and are hiring, and add email and phone.

Connected to your CRM: 12 companies, with nothing but a website on each.

Reading every website and scoring it against your ICP.

12 websites read and scored

9 fit your ICP. The other 3 are skipped — nothing more is spent on them.

Finding the decision maker at each, in your order:

  1. 1Production Manager5 found
  2. 2CEO3 found
  3. 3Site Manager1 found

Checking your criteria: live projects and hiring.

8 of 9 match your criteria

Finding a verified email and direct phone for each.

9 emails and 9 direct phones found

Adding the 9 qualified companies to your CRM.

9 added to your CRM

Done. 9 of 12 qualified, each with a decision maker, email and phone. The 3 that didn't fit were left as they were.

AirtableAttioClickUpCloseHubSpotmonday CRMPipedriveSalesforceCompanies12 recordsSynced
Your CRM: 12 companies, enriched and qualified by the agent
WebsiteRead websiteICP fitDecision makerLive projects & hiring CustomEmailDirect phoneAdded to CRM
hallbergbygg.seBuilder · own crews · 64 staffTier 1Karin Dahl · Production ManagerYes — 3 live sites, hiring carpenterskarin.dahl@hallbergbygg.se+46 70 174 06 12Added
elteknikvast.seElectrical contractor · 38 staffTier 1Mats Ekholm · CEOYes — 2 public contracts, hiringmats.ekholm@elteknikvast.se+46 70 174 06 18Added
byggkonsultnorr.seConsultancy · no crews of its ownNo fit—————
vvsgruppensyd.sePlumbing & heating · 52 staffTier 1Sara Lindqvist · Production ManagerYes — 4 live sites, hiring plumberssara.lindqvist@vvsgruppensyd.se+46 70 174 06 23Added
takmastarna.seRoofing contractor · 24 staffTier 2Peter Nyström · Site ManagerYes — 2 live projects, hiring a rooferpeter.nystrom@takmastarna.se+46 70 174 06 31Added
bygghandelnord.seBuilding-materials wholesalerNo fit—————
markbyggost.seGroundworks & civil · 110 staffTier 1Anders Holm · CEOYes — road contract won, hiring 3anders.holm@markbyggost.se+46 70 174 06 36Added
fasadpartner.seFacade renovation · 33 staffTier 2Emma Sjöberg · Production Manager–No — no live projects on the siteemma.sjoberg@fasadpartner.se+46 70 174 06 44Added
ventteamet.seVentilation installer · 47 staffTier 1Oskar Wallin · Production ManagerYes — 3 live sites, hiring installersoskar.wallin@ventteamet.se+46 70 174 06 52Added
byggappen.seSoftware sold to buildersNo fit—————
malmbergbygg.seGeneral contractor · 180 staffTier 1Lina Ek · CEOYes — 5 live sites, hiring site leadslina.ek@malmbergbygg.se+46 70 174 06 67Added
snickeriverket.seJoinery & interiors · 21 staffTier 2Maria Fors · Production ManagerYes — 2 new projects, hiring joinersmaria.fors@snickeriverket.se+46 70 174 06 75Added

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.

One system — built around how you work and your dream clients.

We find the companies that fit you, prove why they are worth a call, and put the right person — with email and phone — straight into your CRM.

  1. Your ICP

    We start with an intake on what you sell and who buys it. Then we search out the market and read every company’s website against your ICP — only the ones that genuinely fit move on, and every exclusion has a reason.

    Every company read against your ICP

    • Intake
    • ICP search
    • Website reading

  2. Custom qualification

    This is where it is decided. We build searches for exactly what you are looking for — ads, hiring, team structure, growth or your own requirements — and keep the evidence for every company. More than nine signals to choose from.

    • News
    • Ads
    • Team
    • Hiring
    • New projects
    • Growth
    • Registry
    • Locations
    • Offering
    • Evidence per company
    • The right timing
    • A reason to call

  3. Enrichment & CRM

    We find the right decision-maker and look for their email and direct number across several data sources in turn — when one misses, the next takes over. Everything lands in the right fields of your CRM, whichever one you use.

    • Decision-makers
    • Email & phone
    • CRM sync
The problem

A long list is not the same as a good market.

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Built for the way you work

From your target market to
a call worth making.

Four stages that do the research before the call. Configured around what you sell, your criteria, and your tools.

01Targeting & company fit

We find and check the companies you actually want.

We start from what you sell and who you can help. The system reads every company’s website against that brief, and only the companies that genuinely fit move on.

  • Your target customer defines the search, not database categories.
  • Wrong-fit companies are removed before they reach sales.
  • Every exclusion comes with a reason, so you can check our judgment.
See how the system finds your market
From your brief to company fitDone · 2 of 3 fit
Example · your brief

“Swedish webshops selling their own products. No agencies or wholesale-only businesses.”

Nordform · nordform.sePages read//produkter/om-oss

Designs and sells its own furniture through its webshop, delivering across Sweden.

Fits your brief

CompanyOwn webshopOwn productsFit
Fits
✗✗Excluded
Fits

2 of 3 fit your brief · 1 excluded, with the reason

1,240 more companies read against this brief

2 companies move on to your custom criteria

Illustrative example · click a company to see why

02Custom qualification

We check what makes each company worth a conversation.

Beyond industry and size, we check the signals that make a company worth calling now — ads, hiring, growth or your own criteria — company by company, with the evidence kept.

  • Only companies that pass your requirements move forward.
  • Every check shows its evidence, so your team knows why the company fits.
  • Right company, wrong timing? It’s marked “Not now,” not thrown away.
Explore custom qualification
Your criteria · 4 companies from step 01Done · 3 of 4 qualified
Example · your criteria

“Webshops worth calling now: running at least 5 Meta ads, no in-house performance marketer, and growing.”

Signals you can use
Company≥5 Meta adsNo in-house marketerGrowing (12 mo)Status
NordformQualified
Lund StudioNo active ads. Fits your ICP, not the timing.Not now
Forma HandelQualified
Vik SupplyQualified

Nordform · Paid advertising

Are they running at least five active Meta ads?

8 active ads · Criterion met

Evidence: Meta Ad Library, checked 12 Sep

Click any signal or cell to see the evidence.

3 of 4 qualified · 1 set aside as “Not now”

3 companies move on to find the decision-maker

Illustrative example

03Decision-makers & enrichment

We find the right person and how to reach them.

You set the roles in priority order. The system finds the best match at each qualified company, then works through several data sources for a verified email and direct number.

  • The right decision-maker, not just anyone at the company.
  • If one source misses, the next one fills the gap.
  • Less time chasing contact details. More time in relevant conversations.
Explore contact enrichment
Find the right person

01 / Your roles, in priority order

  1. 01Head of GrowthNot found → next role
  2. 02Marketing Director Maria K.
  3. 03CEONot needed

02 / Data sources fill the gaps

EmailSource 1maria@nordform.se · VerifiedPhoneSource 1✗Source 2+46 7X XXX XX XX
Maria K.Marketing Director · Nordform
Verified email
maria@nordform.se
Direct phone
+46 7X XXX XX XX

3 of 3 decision-makers found · email verified, direct phone added

3 leads move into your CRM

Illustrative contacts. Availability varies by company and person.

04Delivery to your CRM

We bring the company, contact, and evidence into your CRM.

Every qualified lead arrives in your CRM with the company, the right person and the research behind it — mapped to your own fields, so your team works where it already does.

  • Company data, contact details, and qualification in one place.
  • No manual handoff between lists and your CRM.
  • Every lead comes with the reason to reach out, right on the record.
Explore CRM integration
3 leads from step 033 of 3 in HubSpot
HubSpot · NordformYour fields
Company
Nordform · nordform.se
ICP fit
Own webshop · Own products
Active Meta ads
8 (Meta Ad Library, 12 Sep)
Growth, 12 mo
+24%
Contact
Maria K., Marketing Director
Email / phone
maria@nordform.se Verified · +46 7X XXX XX XX
Why now
Running 8 Meta ads with no in-house performance marketer.
+ more

3 leads in your CRM · company, contact, and evidence in your own fields

See what yours would look like: Get 10 free leads

Illustrative example
EasierPayClient story

EasierPay 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 Bunakov

Konstantin BunakovHead of Sales, EasierPay

2×
qualified meetings a month
40%
less time hunting for the right person
0
new sales hires
1 / 3
Johan Nilsson, co-founder of Varma Leads

Built close to sales

Every sales call should start with a reason to call.

After years in sales, the problem was clear: sellers get access to data, but still have to do the work that determines whether a company is relevant. Varma Leads moves that work before the call.

Johan NilssonCo-founder of Varma Leads
Want to see the quality first? Get 10 qualified leads for free

Varma Leads / Let’s talk

See how it could work for your team.

We’ll look at how you find leads today, where the work slows down and how Varma Leads could fit into your sales process.

Book a call

30 minutes · Google Meet · Johan or Johannes

Prefer to call directly? Johan · +46 73 666 94 58