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How Do You Generate Leads For B2B SaaS?

Table of Contents

Generating high-quality leads is best done by:

  • Targeted content marketing and SEO

  • Guest posting

  • Personalized email marketing

  • Chat engagement

  • Optimized landing pages/lead forms

  • Webinars

  • Free trials

  • Referral

If you are a software company, you may be trying to generate more B2B SaaS leads. As you have already seen, though, a lot goes into B2B SaaS lead generation.

To generate quality leads, cold emails and untailored ads won’t be enough.

If you are wondering how to generate B2B leads, it is important to think carefully about B2B lead generation strategies.

There are multiple strategies available, so you need to find the best one to meet your specific needs and help you achieve your particular objectives.

Your company is unique, offering products and services that other companies do not.

The emergence of AWS, platform APIs, app marketplaces, and various other emerging trends have made it easier than ever to create SaaS solutions, and virtually every niche and use case is now served.

Since 2010, there has been a steady rise in the average spend on SaaS applications per company year-over-year. 

When it comes to best lead generation strategies for software companies, there are plenty of lead generation strategies in digital marketing you may be able to put to work.

Lead generation is the first step in a long customer cycle for SaaS companies.

You have to nurture leads into software users, paying customers, and repeat revenue, but it all starts with converting web traffic into quality leads.

In this article, we look at the best B2B lead generation strategies – techniques that increase the volume of leads and the quality of the prospects on your list.

What Is SaaS Lead Generation?

In the SaaS market, SaaS lead generation refers to a SaaS company‘s efforts to attract more website visitors, encourage them to submit the requirements, and collect their contact information (mainly email addresses).

If you run a SaaS company and are trying to gain more SaaS leads, then it might be helpful to generate more SaaS demand. In other words, people should want to buy your offerings.

Why Is Lead Generation Important For SaaS Companies?

Turning casual interest into a definite interest in your products and services is an important part of business development, particularly for SaaS companies facing long sales cycles.

Because each lead is a potential client, it is important to keep a steady stream of them moving along the sales funnel always to have revenue coming in.

At the same time, every company is different, based on its industry, size, internal teams, and more.

Therefore, you need to think carefully about how you will generate the best leads possible for your company.

Know Your Audience

Every lead generation strategy starts with knowing the audience.

If you don’t have a clear vision of your targeted audience persona, you can’t drive maximum results from your lead generation strategy.

Start filling your sales pipeline today

Are Lead Generation Companies Worth It?

The short answer is yes; the longer answer is that you will get more value from some lead generation services than others, particularly depending on your industry.

What Are Marketing Qualified Leads?

Marketing qualified leads MQLs are in the consideration stage of the customer journey, and may be referred to as “warm leads.”

They are closer to purchasing than IQLs, but not as hot as SQLs.

What Are Sales Qualified Leads?

These are the kinds of leads we all want, but the cold hard truth is you generally have to start with IQLs, nurturing the leads through to a point where they are a SQL or ‘hot lead.’

Prospects that are SQLs are in the decision stage of the buying cycle, and they are ready to make a decision.

Your Website Is Your Best Lead Generator

Whether you’re focusing on organic traffic through content marketing, paid social media campaigns, or extensive email marketing programs, you’re directing prospects through your website.

If that’s the case, your website must be optimized for lead conversion.

People are actively searching for solutions to their problems.

For instance, if someone is looking for marketing software to help streamline their workflow, they might search key phrases like ‘how to schedule posts to social channels.’

If your SaaS solves that problem, you should do everything to be the #1 result for that query.

If you make your website and other online content more attractive and relevant to search engines, they will display it more highly among search results, and you can drive more organic traffic to your website.

The result is that you will generate more potential customers because more people will see your products and services.

Overall, this process can make a significant difference in the quality of your online presence.

So, place your company in the best position possible to be successful by generating qualified leads.

Conduct Split Testing

Before posting anything on your site, whether a landing page or a blog post, make it a habit to do a split test before hitting the “Publish” button.

Split testing, otherwise known as A/B testing, allows you to compare two different layout designs with the same content to find the one that will generate the most leads.

Optimize Your Landing Pages

It’s a long-term investment that can still pay massive returns. But does it generate leads? Yes.

Every lead generation strategy needs a landing page of some sort.

In some cases, your homepage fills this role, and your pricing page is another crucial lead generation page for a SaaS company.

Optimizing a landing page for SEO traffic only makes sense if SEO traffic converts. Fortunately, it does.

A 2017 survey of B2B marketers found that SEO came in only a little behind search engine advertising as a source of traffic for high-quality leads.

Many SaaS lead generation strategies will center around lead capture forms and landing pages.

After all, these forms and pages are where most visitors will officially become leads.

Start filling your sales pipeline today

Re-evaluate Your Pricing Structure

Pricing is the most important SaaS lead generation factor for thriving in the competitive marketplace.

Especially today, when most SaaS companies are using complex pricing structures to cater to every customer’s needs.

Therefore, you have to understand your SaaS service or product and customer requirements before designing a price structure.

For example, Gimmio, an email signature management software, offers pricing structures that increase per signature.

Capture Leads With Free Tools

Earlier, we talked about HubSpot using its free CRM as a lead generation strategy, but you don’t have to offer an entire software platform for free to use this tactic.

HubSpot and many other SaaS companies run a collection of free tools that handle basic tasks of interest to their target customers.

HubSpot has its free Website Grader tool that anyone can access and use to get a free performance report.

Free Trials

Maximizing your conversion of free trials into paying customers is by helping them use your software.

It’s one thing to click a “Try it free” button, but it’s another to spend some time diving deep.

Free trials effectively convert hesitant SaaS customers, but drawing free trial users in can be difficult.

When it comes to converting these users into paying customers, however, you need to make sure that they realize the true value of your product (the ‘aha moment’). 

You want to create a customer onboarding process once the customer is in your funnel to effectively market your product and demonstrate its full value throughout the trial period.

Content marketing can aid you in developing a rapport with your consumers and increase the visibility of your free trial offers.

Content Marketing Strategy

Create content that carries your company’s DNA. Content marketing is an effective lead generation strategy for B2B SaaS companies.

It helped shape HubSpot into the multi-million dollar brand it is today.

Content marketing will reach your target customers and influence their buying decisions.

Sixty-one percent of marketers “who manage content strategically” say they use personas, compared to only 32% of technology content marketers who don’t manage content strategically.

While using personas helps deliver more relevant content, and therefore generates more conversions (aka, more leads), many marketers struggle with which personas to prioritize.

Seventy-one percent of technology marketers say that “prioritizing marketing effort toward one audience over another” is a challenge.

A repository of content can be recycled and repurposed for use in multiple ways. Snippets from a blog post could be shared in social media posts in the future.

Alternatively, you can aggregate multiple blog posts to create a whitepaper, or bundle white papers to create an e-book.

Guest Posting

Consistency is the key to making your blog an effective lead generation tool. Ideally, you should be able to post quality articles three times a week.

Guest posting can allow you to increase your brand awareness and get published on sites such as HubSpot, Creativelive, and Blavity.

Search Engine Optimization

Search engine optimization, or SEO, is the process of customizing your online presence to meet the needs of search engines.

So, if you make your website and other online content more attractive and relevant to search engines, they will display it more highly among search results, and you can drive more organic traffic to your website.

Start filling your sales pipeline today

Social Media Marketing

It is no secret that social media marketing is the perfect platform to generate online leads.

However, you can better nurture them in your sales pipeline after analyzing your potential leads interactions on social media platforms like comments, likes, followers, etc.

To use social media successfully for lead generation, your ad needs to be pushing viewers toward a specific call-to-action.

The best way to do this is to encourage viewers to click through to a specific landing page to convert the prospect into a lead on your website.

It’s generally more cost-effective than form-fill lead capture goals, and you deliver a lot more information on a landing page than you can in an in-stream ad.

Email Marketing

Email marketing can be a valuable tool for generating leads, as long as the emails you send are personalized. The more targeted your email is, the more likely it will be opened and read.

Video Marketing

A great video, well crafted, can immediately get potential leads to contact you.

Creating a video explaining your product allows you to reach these people you won’t be able to reach even with a well-written copy on your website’s landing page.

Videos can also help you start building trust with your potential customers.

When they see and hear someone from your company speaking about your product, they feel more comfortable doing business with you.

Answer Questions

Sites like Quora and Answer the Public help fill in that gap by giving you insight into the common questions and problems your target customers want to be answered or solved.

You can then use these to create content for your inbound marketing campaign to generate leads.

Create An Effective Lead Form

Ask for key information that will indicate if a lead is a good fit for your software. At the same time, ask only for the information you need.

A good lead form allows you to screen leads effectively, but it isn’t so long that it scares potential leads from filling out the form.

What Are Display Ads?

Display ads are what most users see when they’re scrolling through Facebook or LinkedIn. Most SaaS companies use them as native advertising based on their customer personas.

This tactic pushes ads out to users who match your criteria, such as interests, occupation, and location.

Improve User Experience

User experience is one of the vital core factors for SaaS businesses to generate high-quality leads. Without proper UX structure, you can’t capture leads online, period.

Thus, you should run a UX audit on your website or mobile application and look for UX problems to resolve them instantly.

A good onboarding process should send the right message to the right user at the right time.

You can use marketing automation, email marketing, and in-app messaging to create various workflows triggered by user behavior.

This will help overcome the paradox of an active user and those who are stuck with using a particular feature.

Practice Lead Nurturing

Lead nurturing is the process where you start building relationships with customers in every stage of both the buyer’s journey and sales funnel by constantly communicating using the relevant content.

This is a potent lead generation strategy because it allows you to build trust and credibility with them by showing that you’re an expert in your niche by maintaining constant communication with them.

Start filling your sales pipeline today

Establish Trust With Testimonials

Despite all the different marketing strategies out there, nothing beats good old-fashioned word of mouth.

Including testimonials on your website’s landing pages with headshots from your existing customers replicate the power of word of mouth to help develop a level of trust and security among your target audience, which will encourage them to provide their lead information.

Publish On-Site Reviews

You can instill trust when you publish authentic and genuine reviews on your site. To establish the authenticity of reviews, you can practice these things:

  • Add user’s profile and social media links

  • Request third-party websites to review your site

  • Publish video reviews, etc.

Besides the on-site reviews, you should register your SaaS company or product to third-party review sites to get more authentic reviews and backlinks.

For SaaS brands, Capterra, G2, and Trustpilot are popular review sites. Social media channels are also an excellent way to get reviews.

Utilize B2B Data

To prevent landing into spam or getting ignored, learn how B2B businesses leverage data to enter new market opportunities.

Use accurate B2B data to study the persona and company to draft a personalized message addressing their common challenge or pain points and then offer a solution.

Also, entice them to take the next action, such as scheduling a demo or subscribing to a trial/free version of your software.

Offering a phone number or making a follow-up call will increase the chances of getting your foot in the door.

SaaS marketers tend to be intensely data-driven. Of course, this is a good thing, but it also means you’re less likely to find them making dumb mistakes.

What Are KPIs?

Key performance indicators, or KPIs, help you check the performance of your lead generation efforts against the S.M.A.R.T. goal you’ve set.

They tell you which of your strategies are working and which ones need to be adjusted or improved.

This can help you figure out what you need to improve your lead generation, and business model. This, in turn, can help you generate more leads for your brand.

After you’ve identified your best-fit leads, you’ll need to set measurable goals for your lead generation efforts. This will allow you to track your success.

SaaS marketing is data-driven by nature, which means you’ll need to consistently track and learn from KPIs to stay ahead of your competition.

Cost Per Lead

As its name suggests, this KPI tells you how much you invest towards human resources, technology, and other resources you use to generate one new lead for your business.

There are many different software programs you can use to help you measure your lead generation KPIs.

Referral Marketing

Referrals get talked about so little in lead generation that it’s almost as if they don’t “count” somehow as a lead generation tactic. But referrals generate leads.

And SaaS companies can use referrals just as effectively as any other business – if not more.

SaaS referral marketing can take the form of just adding your company’s website link to any public-facing content or software.

It could be as overt as asking for referrals by email, or for sales reps to ask if a customer knows someone who needs help with the issue the software solves.

Use A Chatbot

You’ll need a chatbot system to generate high-quality leads and fulfill your lead generation strategies. They’re more than a lead generation tactic.

With a high volume of repeated questions and support queries, you could be spending too much time playing the support role instead of generating leads.

They can streamline the customer support and sales process with pre-written resolutions to common questions.

Chatbots are here to stay. Since they let you instantly engage with website visitors and answer their questions, you can quickly capture valuable leads when it counts.

Organic Traffic

The top 50 SaaS companies get over 26% of their traffic from search engines. Organic traffic from Google can be an incredible source of qualified leads for SaaS.

Organic search is the largest traffic driver and, therefore, critical for revenue.

It’s a cost-effective strategy, meaning any smaller SaaS company can compete, unlike other channels such as PPC.

Additionally, it’s thought that SEO has 20x more traffic opportunities than PPC.

Start filling your sales pipeline today

Lead Scoring

A good lead scoring system can tag or flag subscribers who start to behave like leads.

It can also tell you when a “cool” lead becomes a “hot” lead, and when a hot lead deserves a call from a real person in sales.

Lead scoring and managing leads as they warm-up is lead nurturing.

Lead qualification criteria for every business are different. For example, for SaaS businesses, the highest lead score is when someone subscribes for a free trial or visits your pricing page.

Besides this, you should give a score to every lead generation activity, like when someone visits your website, follows you on social media, etc.

Then, using the lead score, you should nurture leads in your sales pipeline.

What Is Account-Based Marketing?

Account-based marketing is a robust SaaS lead nurturing strategy. This strategy can streamline your marketing and sales teams to target only high-value leads.

It will generate better results and reduce your workload.

Host A Webinar

Webinars are becoming more prevalent in inbound marketing campaigns. They are the best SaaS lead generation tool for lead acquisition.

Webinars are an opportunity for direct interaction with potential leads, allowing you to answer leads’ questions in real-time.

This helps you build relationships, show your niche authority, and nurture leads who are already interested in your software.

Customers find it appealing because they can get access to a tutorial, workshop, or course that will give them actionable steps to solve a problem without paying for it.

Once you’ve decided what the webinar will cover and how it’s going to run, it’s time to get some sign-ups. One of the best ways to do this is to run targeted social media ads.

You should also build a dedicated landing page and add some CTAs to appropriate pages on your website.

You’ll need a platform to host the webinar on and handle attendee sign-ups and email or SMS reminders.

WebinarJam is one of the most widely used hosting platforms for SaaS webinars.

One of the biggest benefits of running a webinar is that once it’s done and dusted, you can repurpose the recording as part of your content marketing strategy.

An old live webinar can become a:

  • Video guide

  • On-demand webinar

  • A blog post or e-book (transcribed and edited)

The Bottom Line

To thrive in today’s crowded environment, you need a robust lead generation strategy that puts your product in front of customers.

B2B SaaS marketers who follow best practices can still find the leads they need.

Whether they do it via SEO and content marketing or many other strategies, SaaS B2B lead generation still has many opportunities.

However, these are only the basics for B2B lead generation strategies.

And while these strategies can deliver results on their own, don’t hesitate to combine some of these strategies.

Keep testing to find which inbound lead generation strategy best works for you.

So, if you are trying to develop your own B2B lead generation strategies, it may be helpful to look at a few B2B lead generation examples.

If you do that, you can figure out what other companies have done to be successful, and then you can model your strategy on those examples.

Take the shift towards prioritizing lead quality over lead quantity as an example. This has been developing for years and is now standard practice among B2B marketers.

The goal of higher-quality leads reflects how much better B2B marketers are getting at their jobs. It also speaks to how marketing and sales are increasingly working together.

Hop-On The Kennected Train

Want a solid lead generation plan? Kennected, a groundbreaking lead generation company, offers a series of solutions focused on building relationships with key decision-makers to achieve this feat.

We simplify the B2B SaaS lead generation by reaching key decision-makers via LinkedIn.

Kennected used this process to earn the Two Comma Club Award (for earning $1,000,000) in less than seven months, and a spot on the Inc. 5000 list of fastest-growing companies in America.

Moreover, we helped over 17,000 customers fill their sales pipelines with qualified leads and increase revenue.

Our LinkedIn lead generation services can help you take your LinkedIn marketing to the next level.

For more information on how to use this LinkedIn Sales Funnel and Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day, schedule a free strategy session here.

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