Business rounds for technology companies
A small technology company usually has a good product and an empty sales calendar. The founder writes code, handles support and still has to sell. Referrals bring a customer here and there, but they do not fill the funnel. Paid ads for B2B software are expensive and attract plenty of curious onlookers. A business round (B2B matchmaking event) solves another part of the problem: it puts you in front of companies that have declared what they are looking for, in short, scheduled meetings, without competing for attention at a trade show.
In RodadaDeNegocios.org rounds, meetings take place by video call and are open to companies from any city in Brazil. The B2B matchmaking crosses what each company offers with what the others are looking for and suggests the meetings with the best fit. For anyone selling software, systems or IT services, this means talking to business owners who have a real operational problem, not to other vendors trying to sell to you.
What the round looks like
- Format
- Online, by video call
- Who you meet
- Customers, suppliers and partners
- Meetings
- Short, suggested by business fit
- First round
- On us, with an active Brazilian CNPJ
Who buys from the sector
The main buyer of technology from a small company is another small or midsize company that has already felt the pain firsthand. The distributor that loses orders on WhatsApp, the clinic that reschedules appointments by hand, the factory that controls inventory in a spreadsheet, the accounting firm that types invoices one by one. This buyer almost never has an IT department. The decision maker is the owner or the partner in charge of operations, and they buy results: less rework, fewer errors, more free time.
A second group are companies that resell or integrate: management consultancies, accounting firms, marketing agencies and integrators that want to offer a ready-made solution to their own customers. For a software house or a niche SaaS, one such partner is worth many one-off sales, because it already has the customer base and the trust.
There are also larger companies that outsource development, support or infrastructure and look for lean suppliers with fast response times. This buyer asks for more: a contract, deadlines, technical references. In a round, the goal with them is to open the door and schedule the technical conversation, not to close in the first meeting.
Who the sector buys from
On the other side of the table, technology companies also buy, and quite a lot. They need accountants who understand recurring revenue, lawyers for license agreements and terms of use, agencies that know how to generate B2B demand, recruiters for technical roles and providers of cloud, telephony and connectivity.
Remember that the round works both ways. A meeting where you sell nothing can yield a better supplier, an integration partner or a trusted freelancer for a need that had been on hold. Declare what you are looking for with the same care as what you offer, because the pairing uses both.
What companies in the sector look for in a round
- Win the first paying customers for a new product.
- Find resellers and partners who bring the software to their customer base.
- Check with business owners whether the pain the product solves is real.
- Close custom projects with companies outside your city.
- Find accounting, legal and marketing suppliers who understand technology.
How to introduce your company in a short meeting
In a short meeting, the temptation for technology people is to explain how the system works: the language, the cloud, the integrations. The business owner on the other side did not take this meeting to hear about architecture. They want to know what problem you solve, for whom and what changes afterwards. Start with the customer's pain, show a concrete case and only get technical if they ask.
Swap features for consequences. Instead of "we integrate with the ERP", say "the order placed on the website goes straight to invoicing, nobody types it again". If you have a figure from one of your customers, use it, with a clear source. If you do not, describe the before and after in simple words. Build and practice your pitch with the pitch for technology companies, which generates 60-second and 30-second versions.
End each meeting with a small next step that is easy to accept: a twenty-minute demo, a trial with real data, a call with the technical partner. If you want to understand how the meetings are organized before joining, read how a business round works.
Common mistakes
- Opening the meeting by explaining the technology instead of the problem it solves.
- Using acronyms and technical jargon with a business owner from outside the field.
- Promising that the system does everything, for any type of company.
- Spending the whole meeting sharing the screen in a demo with no pause for questions.
- Leaving without agreeing on a concrete next step, such as a trial or a scheduled demo.
Frequently asked questions
Do business rounds work for selling software?
They work well for opening conversations with decision makers in small and midsize companies, precisely the audience that is hard to reach through ads. B2B software sales rarely close in a single meeting; the round serves to generate the demo, the trial or the call with the partner. Contact details are only shared when both sides mark interest.
Will I only meet other technology companies?
There is no guarantee of sector or city. The matchmaking uses what each company declares it offers and is looking for, and suggests the meetings with the best fit. If you declare that you are looking for distributors or clinics as customers, that is what guides the suggestions.
How much does it cost to take part?
Each company's first round is complimentary, with just an active CNPJ (Brazilian company tax ID), once per CNPJ. After that there are paid plans. Before joining, it is worth taking the networking diagnostic to see where your sales effort is getting stuck, and checking the upcoming rounds.
Find customers and suppliers for technology companies in an online round
Short video meetings with companies chosen for their business fit. Your company's first round is on us, with just its CNPJ.