SaaS businesses are growing because more companies are using them. The SaaS industry has grown over 500% in just seven years.
Half of the buyers spend over 75% of their time researching before purchasing. To capture their attention, you need a strong lead generation strategy.
There are many lead generation strategies out there. But which ones work best for B2B SaaS companies? B2B SaaS lead generation is tough. But why is this?
For SaaS companies, cold emails and untargeted ads are less effective. Customers now guide their own journey. So, you must personalize your lead generation tactics.
Here, we’ll cover 12 B2B SaaS lead generation strategies that work. We’ll also explain why they are effective.
The Basics Of SaaS Lead Generation
SaaS lead generation is all about finding potential customers for your software service and turning them into paying subscribers.
It’s about showing your product to the right people. You need to meet your customers where they are and demonstrate how your software solves their problems.
Think of it like filling a funnel – you attract potential customers at the top and convert them into paying customers at the bottom.
B2B SaaS Lead Generation: What Is It?
B2B SaaS is different from selling directly to consumers (B2C). It’s about finding potential clients who are interested in your business, and convincing them to pay for your software.
Why is it Different from Selling to Consumers?
- Businesses you sell to are more complex. They might have several people involved in making decisions, and each person might have different needs.
- Unlike regular customers (B2C), businesses don’t have just one person deciding. They need to find solutions for various problems within their company.
Because of the above reasons, attracting new customers (lead generation) for B2B SaaS companies can be trickier.
So, How to Succeed?
- You can use a variety of marketing and sales methods to reach the right people in other businesses.
- Target specific people within those companies who have the power to make decisions (account-based marketing).
Types of Leads
Not all potential customers are created equal! There are different stages in a customer’s journey, and SaaS lead generation considers these stages:
Marketing Qualified Leads (MQLs):
MQLs are people who show interest in your product, maybe by downloading a whitepaper or signing up for a webinar. They’re great for the marketing team to nurture leads further.
Sales Qualified Leads (SQLs):
These are MQLs who have shown a stronger interest, perhaps by requesting a demo or free trial. They’re hot leads ready for the sales team to focus on.
Product Qualified Leads (PQLs):
PQLs are people who have tried your free trial or freemium version and are actively using it. They are highly likely to convert into paying customers.
12 Effective SaaS Lead Generation Strategies To Drive More Profit
According to a Ruler Analytics survey, 91% of marketers say lead generation is their most important goal. But, lead generation isn’t easy, especially in the competitive SaaS industry.
Yet, with a solid B2B SaaS lead generation strategy, you can scale quickly and achieve long-term success.
Here are 12 proven strategies you can implement to enhance lead generation and drive sales:
1. Write Awesome Blog Posts!
Writing quality blogs is a top tactic for B2B SaaS lead generation. Valuable content helps you attract potential customers and generate leads organically through search engines.
Through informative blog posts, you can show potential customers how your software solves their problems.
Blogging builds relationships with your audience by providing helpful info from an authoritative point of view.
When readers see you as an expert, they are more likely to do business with you. Blogging can also get you on the first page of Google, increasing visibility and conversion chances.
How to Write Quality Blogs:
- Focus on Relevant Topics: Write helpful blog posts that interest your target customers.
- Include a Call-to-Action (CTA): End each post with a CTA directing readers to learn more about your product or service.
- Use SEO Best Practices: Ensure your posts are optimized for search engines to reach your audience.
- Post Regularly: Update your blog with new content consistently. The more you post, the better your results.
- Monitor and Adjust: Track your results and adjust your strategy as needed.
To better target B2B SaaS prospects, identify your audience, gather relevant keywords, and provide actionable tips.
According to statistics, short articles of less than 3000 words work best for 90% B2B marketers. While there’s no strict rule on length, aim for about 3000 words or less when starting out.
No matter the length, your blogs must provide helpful content that addresses your audience’s pain points. That’s the key to generating leads.
2. Use Gated Content
Gated content is a powerful B2B SaaS lead generation strategy that works well with blogging. It means providing valuable information only to people who share their contact details.
This helps you collect contact information from potential customers. In exchange for their info, you offer something valuable like a white paper, e-book, webinar, or training session.
Using gated content helps you generate more leads and build relationships with potential customers.
It also lets you track how well your lead generation efforts are working. You can see which content generates the most leads and focus on those.
For B2B SaaS lead generation, make sure your gated content is high quality and relevant to your target audience.
After creating your gated content, promote it on platforms like LinkedIn, Twitter, and Google Ads to reach more people.
3. Free Trials & Freemium Plans
Want to give potential customers a chance to test-drive your product? Offer a free trial or freemium plan!
Free trials and freemium plans are like letting potential customers take your B2B SaaS product for a spin! Here’s how they work:
Free Trials:
Offer a limited-time experience with all the bells and whistles. Free trials lets users see the full value of your product before buying.
Freemium Plans:
Give users free access to some features forever, but limit the more powerful ones. Freemiums entices them to upgrade for the full experience.
Why are these great?
- Zero Risk for Users: They can explore your product without having to buy it.
- Increased Conversions: Trying your product firsthand can convince them to become paying customers.
- Build Your Lead List: Capture contact information during signup for future marketing efforts.
Think of it like a clothing store. You wouldn’t buy clothes without trying them on, right? Free trials let potential customers see if your “software fits” their needs before they commit.
Keep note that, you have to offer enough value to entice your potential customer to upgrade or purchase after the trial.
4. Outreach With Cold Emails
If you want to reach a large, targeted global audience personally, cold email outreach is a great strategy. It’s a cost-effective way to connect with people worldwide without spending a lot.
What is it? Simply put, cold emailing means sending emails to people who haven’t heard of your SaaS business before.
It’s a cost-effective way to introduce your B2B SaaS product and build relationships that turn into paying customers.
Follow these tips to get started:
Know Your Target Audience:
Identify your Ideal Customer Profile (ICP). This is a picture of the companies that would benefit the most from your SaaS product. Target these companies to offer maximum value.
Build Your List:
Once you know your ICP, create a list of potential customers. Use databases like Crunchbase to find email addresses of your prospects.
Craft a Catchy Subject Line:
The subject line is the first thing recipients see. Make it interesting and compelling so they want to open your email.
Personalize Your Emails:
Focus your email on the prospect. Address their specific challenges and show how your product can help. This makes your message resonate with their needs.
Follow Up:
Most people won’t respond to your first email. Have a follow-up strategy in place. Send multiple automated follow-up emails to show how your SaaS product can benefit them.
5. Turn Social Media into Leads with Social Selling
Social media is where your customers hang out, so why not meet them there? Social selling is all about using social media to connect with potential customers and turn them into leads.
Why Is It So Powerful?
Everyone’s Social: Since most businesses are on social media, it’s a great place to connect with potential customers.
Engage and Convert: If you stay active on social media, your marketing and sales teams can interact with potential customers and turn them into leads.
Here’s how to win at social selling:
- Listen Up: Monitor your social media mentions and comments to see what people are saying about your brand.
- Post Regularly: Keep your social media profiles fresh with engaging content.
- Optimize Your Profile: Make it easy for people to find and connect with you.
- Understand Your Audience: Analyze how potential customers interact on social media to learn about their interests.
Social selling helps you personalize your marketing efforts, leading to better conversions. For B2B SaaS, try prospecting on platforms like LinkedIn, Twitter, and Facebook.
6. Drive Leads with Targeted Landing Pages
Creating a landing page specific to your niche can work wonders for your SaaS company. These pages draw perfect leads for your software like magnets.
Think about it: when potential clients land on a page that speaks directly to their needs, they’re more likely to stick around and become customers.
Unlike generic landing pages, niche-specific ones are easier to rank on search engines when using the right keywords.
A dedicated landing page allows you to showcase the best features and benefits of your software. It ultimately makes a strong impression on potential clients.
Let’s say you’re selling CRM software to startups. Your landing page should speak directly to startup owners, address the challenges they face and show how your product can help.
Highlight your software as “CRM for startups,” whichshows that you understand their needs and can support them in overcoming their business hurdles.
7. Run Engaging Webinars
Webinars are a great way to attract interested businesses and generate leads for your B2B SaaS product. Here’s how:
- Create an Event: Host a webinar on a topic relevant to your target audience’s needs.
- Capture Leads: Use a landing page to collect contact information and encourage registration.
- Promote Your Event: Spread the word through your website, social media, and email marketing.
- Deliver Valuable Content: Offer a high-quality webinar that leaves a lasting impression.
- Repurpose Content: Turn recordings or blog posts into new webinars to save time.
- Live Interaction: Webinars allow for live Q&A, building relationships with potential customers.
Bonus Tip: Studies show webinars are a powerful tool for B2B content marketing. Over half of marketers agree they generate the best results!
8. Build Trust With Case Studies
The main reason B2B customers choose your SaaS product is because they believe it will solve their problems and make their lives easier.
So, how can you show them you have a legitimate and valuable solution? Case studies, original data, and research papers are powerful tools.
Share stories of how your product helped other businesses achieve their goals. These examples can convince potential customers to give your product a try.
B2B customers also want products with a proven track record. You can showcase this by publishing original data and research reports.
For example, HubSpot, a leader in sales and marketing software, uses comprehensive reports to generate leads. They build trust by providing valuable information for potential customers.
9. Strategically Use Pop-Ups
Pop-ups are those small windows that appear when you visit a website. In B2B SaaS lead generation, they can be a powerful tool.
Here’s how they work:a pop-up appears with a message, offer, or form that encourages visitors to take action. You might offer a free trial or discount in exchange for their email address.
It lets you reach out to potential customers directly or use targeted ads to convert them into paying users. While some find pop-ups annoying, studies show they can be effective.
A recent case study found that pop-ups generated an average conversion rate of 11% in 2023. That means for every 100 visitors who see your pop-up, 11 might sign up for your offer.
So, while pop-ups might not be perfect for every website, they’re worth considering as a B2B SaaS lead generation strategy.
10. Utilize Popular Review Sites
Did you know there’s a secret weapon in your B2B SaaS lead generation arsenal? It’s called SaaS review sites!
Why are they powerful?
Because potential customers actively seek out these platforms (like G2 or Capterra) before making a purchase decision.
When your software has a strong presence on these sites, with glowing reviews, it instantly boosts your brand credibility.
These platforms allow you to showcase your software’s features, benefits, pricing, and other key details, further increasing your chances of attracting leads.
How to get listed:
Reach out to these review sites via email or phone to secure a listing for your product and its reviews. Focus on relevant review sites with high organic traffic from your ideal customer base.
Look for sites that reflect your brand well, ideally holding an NPS score of 8 or higher, and actively review your brand on platforms like Google for additional visibility.
11. Make Your Website Mobile-Friendly (Must-Do!)
Over half of all website traffic worldwide now comes from mobile devices. This trend is growing, and many B2B buyers use their phones to make decisions
Your website must be easy to use on any device, big or small. Imagine someone trying to learn about your B2B SaaS on their phone – if it’s clunky or hard to navigate, they’ll probably give up.
A mobile-friendly website leads to happy visitors!
When your site looks good and works smoothly on phones, potential customers are more likely to do what you want them to, like signing up for a trial or contacting you.
Here’s how to make your website mobile-friendly:
- Easy Navigation: Make sure your website is easy to get around on a phone screen.
- Clear CTAs: Have clear buttons or prompts that tell people what to do next, like “Start Free Trial” or “Download Ebook.” Keep these buttons easy to see and tap on a phone.
- Fast Loading Speed: Nobody likes waiting for a slow website. Make sure yours loads quickly on all devices.
You can work with a web developer to optimize your website for mobile, or there are website builders available that can help you achieve this too.
12. Try Out Promo Videos
Have you ever wondered why movie producers release trailers before the movie? It’s to pique interest and build anticipation. That’s the power of a promotional video.
To capture more leads for your B2B SaaS business, try using promo videos. Research shows that 18.4% of marketers use videos for lead generation.
When creating your videos, make sure they align with your goals. Here are five types of videos you should consider:
- Product Demos
- How-to Videos
- Expert Interviews, Case Studies, and Testimonials
- Storytelling Videos to Humanize Your Brand
- FAQ Videos
To get started, identify and segment your B2B SaaS audience based on their niche, market size, and services offered. Determine your goal, which in this case is lead generation.
Next, choose a type of video, such as an explainer, promo video, demo, or customer story. You can use an online video maker to create your videos.
If you have an in-house videographer, consider investing in top video editing software to speed up the process.
FAQs
What are some free lead generation strategies for SaaS companies?
While some strategies involve paid advertising, there are plenty of free options! Content marketing (blogs, social media engagement), SEO optimization, and offering valuable free resources like ebooks or webinars are all effective free lead generation tactics.
My SaaS product is complex. How can I create engaging content?
Break down your product’s features into smaller, easier-to-understand topics. Focus on the benefits your product offers and how it solves customer pain points.
You can use visuals, infographics, or even short explainer videos to keep your content clear and engaging.
I don’t have a big budget for lead generation. Where should I start?
Start by focusing on organic reach. Build a strong presence on relevant social media platforms and participate in online communities where your target audience gathers.
Don’t forget to create valuable content. It will establish you as an expert and attract potential customers to you.
How can I measure the success of my lead generation efforts?
Track key metrics like website traffic, lead conversions (e.g., ebook downloads, webinar registrations), and customer acquisition costs.
Use analytics tools to see what strategies are performing well and where you might need to adjust your approach.
I’ve tried a few strategies, but I’m not seeing leads. What should I do?
Don’t get discouraged! Lead generation is a marathon, not a sprint. Analyze your results and see what’s not working.
Refine your content, target audience, or even try a different lead capture method (e.g., landing pages vs. social media lead magnets). Consistency and adaptation are key!
Final Words
The world of B2B SaaS subscriptions is constantly changing, so it’s crucial to have a strategic plan for finding new customers.
These strategies can help you achieve your goals, whether it’s growing your business or turning high-potential leads into paying customers.
But remember, it all starts with targeting the right audience at the very beginning of your sales funnel. Take time to understand who your ideal customer is and what matters most to them.
Then, position your product as the perfect solution to their problems. Get inside your customer’s journey to know exactly how to reach them and boost your SaaS sales.
With these B2B SaaS lead generation strategies in your toolkit, we hope you’ll see a dramatic increase in converting potential customers into loyal buyers.
