--- title: When and how to build your B2B waitlist description: Need more attention in your business, but don't know where to start? Whether you are starting a new offer or revamping an old platform, waitlists will have your buyers ready and waiting - if you know how to use them. By leveraging customer psychology with good marketing comms, you can extend the buying cycle all year round. image: https://write-click-sell.com/hubfs/Group%20of%20business%20people%20in%20line%20isolated%20over%20a%20white%20background.jpeg --- [Skip to content](https://write-click-sell.com/blog/when-and-how-to-build-your-b2b-waitlist#main-content) [![Write Click Selll](https://write-click-sell.com/hs-fs/hubfs/Untitled%20design%20(1).png?width=300&height=78&name=Untitled%20design%20(1).png)](https://write-click-sell.com) - [Blog](https://write-click-sell.com/blog) - [Work with me](https://write-click-sell.com/groups) - [Consultancy](https://write-click-sell.com/consultancy-old) - [Courses](https://write-click-sell.xperiencify.io) - [Portfolio](https://write-click-sell.com/portfolio) - [About](https://write-click-sell.com/about-us) - [Testimonials](https://senja.io/p/write-click-sell/R54MAk8) - [Contact](https://write-click-sell.com/contact) This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. # When and how to build your B2B waitlist Published by ** Natalie ** on April 30, 2025 ![blog-curve-grey-top](https://write-click-sell.com/hubfs/blog-curve-grey-top.svg) Waitlists are wonderful! Seriously, if you need a confidence boost, starting a waitlist will make you feel like Beyone before the sell-out tour.  Why? Because you don’t have to figure everything out, up-front. In fact it’s better (and more fun) to propose a plan and then develop it as you go with your wait list. They get to see the build-up and excitement whilst you get that burst of enthusiasm from knowing people want your offer. Whether you are starting out in business or if you turn over millions in sales, waitlists are your friend. However, they do fall into two distinct categories and that makes a difference to how you interact with your waiting audience. ## Option 1: New Offer This is the original build-as-you-go offer type. To do it, you need; - an idea - some convincing copy  - and a landing page linked to your email marketing platform where you store your customer’s information. All of this software is free if you are starting out and takes no more than a few hours to set up.  Hopefully, you will also have a welcome email ([here’s my welcome tips](https://write-click-sell.com/blog/what-should-go-in-my-welcome-email)) that people get when they jump into your list. However, if you don’t, not all is lost. Just remember when you send out your first missive to remind them who you are and where they signed up. #### How it works Now, you can’t talk about your offer just once on LinkedIn and mention it a few times to your friends and colleagues. No; you are going to be obsessive about it - in public. This is the hard bit, until you realise; 1. Anyone who cares wants to hear about it and; 2. Anyone who does not will automatically filter you out. There are very few downsides as long as you know what you are talking about and you are not planning something illegal.  To keep the momentum going, you start with the offer, get some interest, talk about it frequently, get more interest, get the first sign-up and…BAM! You are moving under your own momentum. Once you have a handful of people, you can send out your first group email, going in more depth and fleshing out your course, software, consultancy or programme.  Here’s the thing: everyone wants to feel special. If you can build a rapport with your waitlist, you’ve got something magical to share as your list builds. You can give them early access, in-jokes, VIP pricing or 1:1 sessions because (at this stage), it’s still a small group. Savour that - you have the chance to get to know them personally in a way you can’t when you are managing thousands.  Now, there is a danger zone with build-as-you-go waitlists: they have a time limit. It’s human nature to say “are we nearly there yet?” so when you start this, have an end date in mind for yourself to launch it. In the meantime, keep talking to your waitlist and sharing snippets on social, so people know you are still alive and kicking.  It’s a balancing act. But the brilliant thing is that you end up with a pre-vetted, pre-tested product, with testimonials and a way to sell it. If you are smart enough to think ahead, scatter feedback questions throughout your communications and ask for referrals on autopilot. [Get my feedback tips and cheat sheet](https://write-click-sell.com/blog/how-to-ask-questions-your-audience-will-answer)   ## Option 2: The Prebooked Upgrade This one can also be called the “**build-upon-your-product launch**” where you present a platform upgrade, software release or programme refresh. It’s not new, because your audience don’t want new - they would run away screaming! However, it’s an extension of your brand or offer that creates a *new type of convenience*.  For example; Canva at this year’s [Create 2025](https://www.canva.com/canva-create/) presented 40 new apps. I’ve still got all the old tech that I love at my fingertips - but now I can extend what I do on that platform. They did this with the same excitement and style as a new launch (yes; they even had singing and dancing. Their keynote session was a masterclass in presentation).  Alternatively, Mailchimp and Salesforce have done prebooked waitlists to roll out existing tech to different parts of the globe. For example, Mailchimp’s US customers had their SMS software long before Europe did. It was frequently noted on the forums and when Mailchimp did extend the software, they launched it at their keynote conference, allowing their clients to book workshops and 1:1 meetings to implement the new app.    #### How it works Upgrade waitlists start (but don’t end) amongst your most impatient customers. They are the early adopters, who need a problem solved or want the shiny toy they see other vendors hawking. It’s your opportunity to delight them, by opening the VIP waitlist.  **Note:** Unlike Option 1: you do need an end date in mind and a build schedule that includes bug-fixing if you are rolling out a course, software or an automated service.There’s nothing worse than a prebook launch with a glitchy product. Once you’ve told your customers (again, do it more than once), you can also spread the word across your wider world. Let your prospects know about it. Get your affiliates in on the act and amplify your success with complementary partners who can use your upgrade in their own products and services.  #### What happens when the launch is done? The good news is that you’ve got a swag-bag of videos, text and quotes from your audience that you can use to keep selling. The even better news is that you’ve only scratched the surface of what you can do with your upgrade or offer. ##### Stay on the right side of human psychology.  ![640px-Diffusionofideas](https://write-click-sell.com/hubfs/640px-Diffusionofideas.png)   There’s a well-known graph in the tech industry known as the “5 stages of technology adoption.”  Put bluntly, your launch attracted your fanclub - the innovators and early adopters who love anything shiny and new. They make up, perhaps 15% of your base, if you are lucky.  The rest of us are more cautious, overwhelmed or overworked to notice. We need longer to ease into it - which is why you can’t ease up on your message as it’s likely to get lost in the noise of our busy lives., Your service to us is simply not to give up. The next layer - the early majority - are the sweet spot. They make your course or software profitable, as long as you get them to take notice. If you are ‘selling’ an upgrade that is part of their subscription package or course, you have to prod them out of their comfort zone in order to use it. That’s harder than it sounds - busy people typically grow more conservative because each new decision takes up time and energy they don’t have. They want instant results, so aim for a swipe file or set-up offer instead of an hour-long webinar.  After the early majority, the herd mentality kicks in. Your new launch becomes “the new standard” and the late adopters lean in, for fear of missing out. You still need to market to them, but this is where segmentation, banners and automated emails are your friend. It doesn’t have to be overt - more along the lines of “We’ve noticed you don’t use this. You could be missing out on xyz for profits/time. Would you like to try it?” Finally, there are the laggards. These are the last-chance buyers, before your course heads into the sunset or you shut down the programme. Oddly enough, they can also become the innovators who accept the invite onto your new waitlist - if you time it right.  ## Summary  - Don’t overthink it - Work in public (new launch) and stick to your a time line (upgrade) - Talk about 4x more than you think you should. You might be sick of the topic, but your clients and prospects will have only heard it once or twice.  - Collect and document everything.  - Keep selling after the launch to get the bulk of your client base onto the new product. ### Get B2B marketing tips, direct to your inbox Quas sonet maiestatis ex vel, et his blandit interesset, at usu labore vivendo dignissim. Ius iisque platonem id, possit tritani corpora at duo. Tags: [Audience](https://write-click-sell.com/blog/tag/audience) [Communication](https://write-click-sell.com/blog/tag/communication) [Customer contact](https://write-click-sell.com/blog/tag/customer-contact) [Building your brand](https://write-click-sell.com/blog/tag/building-your-brand) [Starting Out](https://write-click-sell.com/blog/tag/starting-out) Share: ##### [Previous Post How to ask questions your audience will answer](https://write-click-sell.com/blog/how-to-ask-questions-your-audience-will-answer) ##### [Next Post Your email crashed & burned. Now what?](https://write-click-sell.com/blog/your-email-crashed-burned.-now-what) ## Related Posts ![curve-green-top](https://write-click-sell.com/hubfs/curve-green-top.svg) Subscribe to my newsletter and stay updated [![](https://eep.io/mc-cdn-images/template_images/branding_logo_text_dark_dtp.svg)](http://eepurl.com/hQvaUz) ## Let's connect #### Questions? Problems? Quotes? 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