How to crush your SaaS lead generation strategy.
Growing a strong customer base for a software company is one of the key fundamentals for business development and sustainability.
Mastering the art of increasing your sales leads can be a huge catalyst for growth.
So, let's dive deep into lead generation strategies so you can become an expert in creating more leads for your SaaS organization.
B2B Lead Generation for Businesses
B2B lead generation is a vital instrument that many prominent SaaS companies utilize to get new prospects and clients interested in your products and services offerings. The number of leads you generate is directly linked to the extent to which you can intensify your product sales.
Simply put, lead generation is a crucial part of business activities. There are several ways to generate leads. These include inbound marketing tactics such as content marketing, email marketing, social media marketing, SEO strategy, and so on.
The first step to take when initiating a lead generation or marketing strategy is to have a clear understanding of your target audience. Subsequently, it’s important to create quality marketing content that aligns with their needs to develop a lead with your customers’ information.
Whether your B2B company is at its mature stage or growth stage, you should have a sound lead generation strategy to reach people who need and can afford your products. Prospective clients spend many hours interacting in a bid to find working solutions for their business problems. Hence, if you have the right method to attract these leads, they can spend much time interacting with your website, showing interest in your products and services offerings. By creating a new lead, you are paving the way for the opportunity to meet a potential client, in that way, you are boosting your chances to increase your revenue base.
In summary, lead generation can help you grow your B2B company by:
- Enabling you to find and reach the right customers.
- Helping you find your target market and the best ways to communicate with them.
- Helping you find your target market and the best ways to communicate with them.
- Allowing you to keep track of the performance of your marketing activities.
Effective Lead Generation Mechanisms
Having a good lead generation approach will guide more traffic to your website and provide you with sufficient data that will help you reach your target customers and convert them into loyal clients. However, we strongly recommend that you utilize the following lead generation mechanisms:
Inbound lead generation
This method will make your website more appealing to your customers, bringing in numerous leads and helping you expand your market audience. Some inbound lead generation tools include Mailchimp (Email marketing), Quora (A social question-and-answer website) and LinkedIn Sales Navigator (Subscription-based offerings from LinkedIn), among others.
Outbound lead generation
Such a mechanism is useful in helping you identify your prospect leads and sending them messages through viable channels. Such examples of outbound channels are cold emails and calls. Outbound lead generation tools includes:
- SendBlaster: Creates and sends bulk emails.
- Hunter.io: Allows you to access different web domains and helps you find email addresses of your target leads.
- BuzzBuilder: Keeps you informed about your emails and their open rate.
On-page lead generation
After sending out emails and reaching out to customers, on-page lead generation is the next step to implement. Some of these on-page lead generation tools are:
- Intercom: Assists you in interacting and communicating directly with leads on your website.
- Unbounce: Represents a drag and drop landing page builder that helps you attract leads.
SaaS search marketing
If you want to grow your leads significantly, you should take time to explore search marketing which allows you to increase the traffic on your site through a paid organic search, thereby generating more online leads. Online tools under this category are:
- Ahrefs: Helps you create useful marketing links that has a backlink checker.
- SEMRush: Monitors your B2B website’s health and on-site auditing.
- Twilio: Incorporates SMS and voice calls into any of your software applications. You can also track calls with this program.
The Best Lead Generation Strategy
You can go about your B2B lead generation by exploring the mechanisms and tools we identified above. Meanwhile, engaging the services of a company with proven success like Insivia is an effective way to generate many high-quality leads. In addition, there are organic strategies to implement internally.
As a B2B business owner, you are most likely familiar with basic marketing strategies to drive your business. You most likely understand how to identify your target market, defining your value proposition, having a good foundation for your content creation, among others. What you should understand are the effective tactics that can help you drive great lead generation.
If properly utilized, LinkedIn is a very powerful lead generation tool that can dramatically boost your lead generation. As a B2B company, most of your target audience is on LinkedIn because it is a professional social platform. To get started with using LinkedIn, find a large active group on LinkedIn by typing your keyword or interest topic on the search bar. Your keyword can be the industry of your target audience, their profession, service offerings, among others. Navigate through and explore the results to discover the group that interests you. Get involved in their discussion and participate actively. Beyond discussing the group, get in touch with your leads and create connections with them. If you have great content to share, you can engage the group owner to help you promote your content.
Develop a Simple Software Application
Most of your leads are used to several forms of marketing content. Many B2B companies share courses, white papers, infographics, guides, and e-book; this strategy of sharing free educational content is becoming a common generation tactic to attract qualified leads.
You can stand out by offering something unique with a low budget; just think of developing a software application. Since it is going to be free, you do not have to work with a high budget. For instance, you can develop a software that can help your clients track the SEO performance of their sites in comparison with that of their competitors. Firstly, research your target industry, its problem or needs, and how you can help them solve their problems. Afterwards, take your time to create your products and be sure that the software product is of great use to your target audience. You can also infuse blog posts in the software by developing content that align with the industry. After this, promote the software product and push it to your potential leads.
Reinforce your Brand Reputation
It is almost certain that the public will have regular short discussions about your brand as you grow it. Hence, it is essential that you take advantage of this to get more new visitors to your website. Firstly, you should set up a good alert system for your business to get notifications when someone mentions your brand or products online. Google alert is a credible alert platform that you should explore. When these notifications come in, join on valuable discussions about your B2B brand to increase your brand presence, and ultimately generate more leads. Your leads will increase as you continue to track your brand and take up discussions with potential clients.
If you cannot handle this yourself, you can engage the services of a professional lead generation company. The professionals will help you reach numerous quality leads. As you would have guessed, it comes at a high cost but delivers good results and has a huge Return on Investment.
How to Improve the Quality of B2B Lead Generation
Many B2B companies and marketers struggle to get quality leads as they envisaged. There are numerous reasons for this. Meanwhile, the most common reason for not generating quality leads is that the approach they use is obsolete and has evolved over time to become something entirely different.
In the old approach, marketers use a funnel strategy in which they adopt the funnel top marketing awareness campaign as clients cannot find the brand without going through the marketers. Meanwhile, there was a rapid shift from this conventional approach as B2B giant companies placed more priority on customer feedback and opinion. Currently, we have another strategy which is the customers' evaluation.
Customers evaluate several alternatives of products that they like and then patronize the ones they prefer. To adapt to this new approach as a B2B company and marketer, you should explore the following:
Paid Advertisements and Pay-Per-Click Strategies
The first reality to embrace is that website ranking is now secondary to quality ads placement. It does not imply that your website is useless. It only suggests that your brand reputation matters more. For instance, if you search for the name of a B2B SaaS software in Google, you will notice that the first four results are ads placement.
It's not that companies now have poor Search Engine Optimization. Rather, the new reality is that search engines now give results in a different form. As such, B2B lead generation goes beyond striving to have your website as the first website on the search result page. Currently, Google respects the public reviews on websites, and those that rank high among their users, appear first on the Search Engine Results Page (SERP).
Another important development is that review sites are now in bidding wars. The implication of these efforts is that cost-per-click rates are now increasing, pressurizing profitability and reducing competition.
Organic Click-Through Rates (CTR)
Another mistake that B2B companies and marketers make is heavy reliance on Google Ads as their default advertisement platform. This has become obsolete as your CTR when using Google Ads will only average about 2% to 4%. That implies that you can capture only 4% of your total search on Google. Organic CTR has proven to be a better alternative for you as a B2B business owner. Develop a great product and get many people to buy and like it. If you get enough people and reviews, you can compete with the giants in your industry when it comes to search engines.
When you become familiar with this approach, figuring out how to get your way to the top through credible product reviews, you will stand the chance to increase your leads generation and grow your business sales. You should avoid having a high click-through rate because it allows you to utilize your ad copy to set up the clicks.
For instance, if you are to generate 1000 leads and as a B2B company that does not really get people using a pricing strategy, you can put your pricing system in the placement of your ads.
Online Reviews and Social Proof
According to a survey by marketing land, over 90% of leads are more comfortable with B2B companies with positive reviews. They also added that they will be willing to become their loyal customer. This is because customer reviews have a significant influence on your organization. Some effective ways to generate reviews is by creating an influencer or affiliate program, inviting valued customers to be a webinar or event speaker, placing logos of popular clients on your website or blog pages, making the best out of social media platforms to exhibit positive feedback from clients, among others.
There are times that you may want to recreate your blog because you feel some modifications are necessary. It may be difficult to come up with an entirely new website. Hence, you should revitalize the one you have since this will save you more time and money. In this regard, redefining your premium content is very important to reach a larger audience and transmit your messaging to clients, among other benefits. To explore this, you can do the following:
- Turn your blogs into social media posts.
- Write a blog post to summarize your webinars.
- Transform your content into quality visuals like infographics, pitch deck, videos, and e-books.
How to promote your SaaS company
SaaS companies have expanded and grown significantly over the last few years. The increasing competition level in the sector implies that SaaS B2B companies should be more proactive by embarking on marketing campaigns. This will help you in becoming unique and standing out in the crowd. Here are some approaches to promote your B2B SaaS company:
A good technique to promote your SaaS products and services is to leverage social media. These platforms include Facebook, Instagram, Twitter, LinkedIn, among others. From platforms like this, it is simple to share your SaaS product details; promote special products offering; interact directly with prospective customers; customer experience, etc.
Develop a Comprehensive Content Marketing Strategy
This form of inbound marketing entails creating, developing, and distributing quality and standard content, as well as supports your efforts to attract potential customers and focus on retention. Some of the key features of content marketing include the generation of robust sales, the improvement of your brand recognition, and helping customers to learn and understand your products better, among others. You can also leverage content marketing to establish and reinforce your brand reputation. Content marketing does not work in isolation; it is more efficient and effective when you combine it with email and social media marketing. Consider the following ways to utilize content marketing:
- Create relevant content that adds value to your clients.
- Only publish high-quality content.
- Explore all types of content such as social media posts, infographics, pitch decks, videos, and blog posts.
- Add compelling and captivating headlines to your downloadable content.
- Be consistent with your content creation.
- Track the performance of your content efforts over a period of time by using analytics tools.
- Have a good brand voice and echo it through your content.
Email Marketing in Your SaaS Business
This is a more focused approach to driving your B2B SaaS sales as it helps you direct traffic to and reach your ideal audience and markets by sending them personalized, targeted and relevant resources like helpful newsletters and gated content. Email marketing is a good way to reinforce your brand recognition, build strong credibility, and increase organic traffic to your website.
Through email marketing, you can build a stronger relationship with your clients. To build viable email marketing campaigns, follow the tips highlighted below:
- Have focused email lists and consistently grow them.
- Utilize an email marketing software with premium features to streamline your efforts.
- Send personalized emails that are easy-to-read in order to build a strong connection with your ideal customers.
- Provide value to your consumers; these marketing efforts should not on
- Avoid sending out multiple emails to potential clients and trial users.
Attract Customers by Providing Them with Free Trials
Free trials constitute an effective B2B SaaS sales generation strategy. With this lead generation method, you can boost your brand awareness while also giving prospects the chance to test the capabilities and features of your products. It can also help you with your product design and development as you can get more than enough feedback from clients.
Once clients have finished their trials, you can reach them by phone or in the form of an email campaign to get their feedback and know if they have made the decision to subscribe to the product. Rather than utilizing free trials, you can use the Freemium pricing model in which customers only have access to basic features of your SaaS products.
Benefits of B2B SaaS Lead Generation
B2B lead generation has several amazing benefits for your company. Some of them include:
- Increasing awareness of your brand and supporting your market penetration
- Leading to a significant boost in sales
- Generating high Return on Investment
- Reaching your target market
- Helping you get essential information about your prospective customers
Powerful Statistics About SaaS Lead Generation
- The predictions for 2019 to 2023 states that the global SaaS market will be worth $60.36 billion, registering a 9% CAGR. (salesintel.io)
- Only six out of 10 (62%) of surveyed SaaS companies expressed confidence in their ability to create a list for a campaign that accurately reflects their target audience. (salesintel.io)
- Did you know that buyers are more likely to engage with vendors early in the buyer journey While in the research phase, 71 percent admit to accepting a contact request with a potential vendor. (leadfeeder.com)
- And when you consider that 92 percent of B2B buyers also use online reviews to inform a purchase, the power of a presence on review sites is not to be ignored. (leadfeeder.com)
- According to research from LinkedIn, 78 percent of social sellers outsell their peers . (leadfeeder.com)