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B2B SaaS lead generation strategies help you connect with your audience and turn them into loyal customers.
Say you have an excellent SaaS product, but still, you are not getting as many leads as you’d want. In today’s marketing world having a great product is not enough. Companies need to indulge in smart advertising to attract quality leads. Content marketing, social media marketing, and paid advertising when paired with the right strategies effectively generate traction and conversions.
That is why you need to be aware of the most effective lead generation tactics that work for you and your brand. Such lead generation strategies are highly focused on enhancing user experience and engaging prospects for better results.
This blog will walk you through B2B SaaS lead generation strategies that generate quality leads and pushes for higher conversion rates.
What is B2B Lead Generation?
“B2B or business to business refers to company-related transactions between two organisations. When a manufacturer sells goods to a wholesaler for further distribution instead of selling directly to the individual consumer, it is a B2B transaction.”
Check out our Glossary Page to learn more about marketing terms: Glossary Page
B2B lead generation refers to identifying, attracting, and qualifying potential business customers who have expressed interest in a company’s product or service. It is a critical part of the sales and marketing process for business-to-business (B2B) companies, as it helps them to expand their customer base, increase their revenue, and grow their business.
Such lead generation aims to create a pipeline of potential customers who can be nurtured and eventually converted into paying customers. It can be achieved through various tactics, including content marketing, social media marketing, email marketing, and much more.
Lead generation for B2B typically involves creating high-quality content that educates and informs potential customers about a company’s product or service and then promoting that content through various marketing channels to attract and engage potential customers.
Once a potential customer has expressed interest, the company will typically qualify the lead to ensure that they meet certain criteria, such as budget, need, and authority, before passing the lead to the sales team for further follow-up.
The Benefits of a Strong B2B SaaS Lead Generation Strategies
In the SaaS industry, lead generation is the effort to introduce your business to strangers and convert them into leads or prospects. A crowdsourcing app EasyLeadz has recorded that more than 25000+ SaaS companies are working globally as of 2021.
In this scenario, establishing a firm marketplace for your SaaS product becomes challenging. Robust B2B SaaS lead generation strategies can push your marketing efforts to new heights with this particular aim in mind.
If you are still not convinced, below are the top three reasons you should have a SaaS lead generation strategy.
- An Automatic Brand Building Tool
B2B SaaS lead generation strategies specifically aim to educate potential clients about your technology and its benefits. A good marketing strategy pushes your ads and content toward prospects that are willing to try your product or service. Integrating such tactics with your lead generation process is vital to inviting promising business opportunities and collaborations.
- Secures Content Quality
You can use lead generation as the prime metric to improve your content. By analyzing your click-through rate and visitor behaviour with tools like Google Analytics, you can estimate how well your content performs and you can then update it accordingly.
- Boost Your Revenue
With B2B SaaS lead generation strategies in place, you market your services and products to the right audience at the right time. Due to this, your brand gets promoted among prospects with a high buying intent, increasing the conversion rate.
B2B Lead Generation Process
The B2B lead generation process typically involves several steps, varying depending on the specific business and industry. Here are some common steps involved in B2B lead generation:
Step 1: Define the target audience
Identify the ideal target customers that the business wants to reach based on company size, industry, location, and job title.
Step 2: Reaching out to leads
With a list of high-quality leads, reps reach out to them through various channels, such as cold outreach, social media, or by replying to inquiries.
Step 3: Lead Nurturing
Once a lead is engaged, lead nurturing is the process of developing relationships with potential buyers by providing them with relevant information and resources to move them through the sales funnel. It involves initiating nurturing campaigns, such as targeted emails, educational content, and personalized interactions, designed to keep the lead engaged and interested in the product or service.
Suggested Read: B2B Lead Nurturing: The Ultimate Guide
Step 4: Qualifying and prospecting high-quality leads
As leads interact with lead nurturing series, with the help of lead scoring, marketers can measure how likely they are to buy by gauging at their scores and segmenting them accordingly.
Suggested Read: 5 Steps to Build a B2B Lead Qualification Checklist
Step 5: Closing leads by making a sale
Once a lead is ready to buy, marketing campaigns work to close the sale, and the prospect becomes a customer.
Step 6: Following Up for Renewals
In SaaS it is crucial to maintain an active relationship with established clients, so they regularly renew their subscription. Hence, a lead nurturing series dedicated to share tips, updates, and new offers to paying clients must always go on.
Prerequisites for Implementing New SaaS Lead Generation Strategies
Implementing a new B2B SaaS lead generation strategy can be a great way to attract more potential customers and grow your business. However, before diving into a new strategy, there are some prerequisites that businesses should consider to ensure they are prepared for success. Here are some prerequisites for implementing new SaaS lead generation strategies:
a. Set clear goals
It’s important to set clear goals for your lead generation strategy. It means determining how many leads you want to generate, your conversion rates, and your revenue targets. Setting clear goals allows you to measure your success and make data-driven decisions to optimise your strategy.
b. Create valuable content
To generate leads, businesses must create valuable content that speaks to the needs and pain points of their target audience. It can include blog posts, whitepapers, case studies, and other resources that position your business as a thought leader.
c. Invest in marketing tools
Implementing a new lead generation strategy often requires investing in marketing tools, such as marketing automation software, customer relationship management (CRM) software, and data analytics tools. These tools can help you track and analyse the effectiveness of your lead generation efforts, automate lead nurturing processes, and optimise your sales funnel.
d. Align marketing and sales teams
Successful B2B SaaS lead generation requires alignment between marketing and sales teams. Marketing teams generate leads, while sales teams qualify and convert those leads into customers. By aligning these two teams, you can ensure that leads are being generated that are most likely to convert and that sales reps have the resources they need to close deals.
Top 7 B2B SaaS Lead Generation Strategies
1. Identifying Your Buyer Persona
Personalization has become the essence of inbound marketing. You cannot customise your B2B SaaS lead generation strategies until you go through the whole “problem discovery” process at the top of your marketing funnel.
We all dream of a perfect meal or a perfect partner; you have to do the same with your marketing plans. Instead of meals and partners, think about your ideal customer. Who would be the best customer that will buy your product under all circumstances?
Once you figure this out, you will focus on those potential buyers that are most likely to convert.
2. Connecting Through Content
Your content is the torchbearer of your SaaS sales funnel. Coherence between your content and market needs acts as a critical lead generation aspect. But how to curate content that generates leads for a SaaS product?
In content creation you have to focus on two things:
- Establishing Yourself As An Expert
A strong content marketing campaign allows you to establish yourself as an expert in the industry. Creating blogs, webinars, and videos that reflect your expertise will help you position yourself and your SaaS product as a credible resource and attract quality leads.
- Elements to Focus on
From heading to the graphics, your buyer persona must be in focus. Addressing your prospect’s pain point, presenting your SaaS product as the solution, how it is beneficial for them, and proof supporting those claims are essential elements of your landing page. High relevancy is always equal to a high conversion rate.
3. Get Yourself At The Top Listing With SEO
SEO-friendly web pages can increase your online visibility. No matter how attractive your web page might be, what is the point if it is not at the top of the SERP?
An optimised web page can help in generating traffic at a faster pace. Web page conversion and click-through rates are greatly dependent on the content. Optimization helps in placing the right keywords in the right place.
Keywords or phrases that clients generally search have a high “intent to buy” tag. You can use these keywords in your header, forms, and content to get a top spot in the SERPs.
Backlinking, page loading speed, and mobile compatibility are other aspects of web page optimization that you can utilize.
Remember, SEO increases total search traffic towards your web page, leading to high conversion events.
4. Seal The Deal With A Lead Magnet
Lead magnets are a strong way of generating leads. Through a good lead magnet, you share your resources with your prospects in exchange for their contact details.
While you get a lead, the client can access your resources or SaaS product for a limited time and experience its benefits. If setup correctly, lead magnets can also push the potential customer further down the sales funnel.
The free trial period, discounts, playbook, startup pack, and checklists are some of the most popular SaaS lead magnets.
5. Turning Your Cold Emails into Hot Leads
Email marketing is another way of driving traffic to your landing page. Innovative mailing tactics like segmenting and automation can help you simplify the process and increase your click-through rates.
- Segmenting the emailing list helps you in personalizing your cold emails. By creating different client groups, you can understand their pain points better. This separation assists you in curating good emails and, in the future, can be used to nurture leads into full-time clients.
- Automating your SaaS-related updates and drip emails can save you a lot of time and increase your scalability. You can also plug your social media channels into such emails and let your clients connect with you better.
Keep on updating your mailing list every month for filtering your prospects and establish better engagement.
6. Using Paid Advertisements
Paid advertisements make a lot of SaaS marketers uncomfortable. But when Google Ads gets paired with good supporting elements, the whole strategy becomes worth doing. When linked up with a well-optimized landing page and the right keyword, a Google ads campaign can increase your reach to the right traffic.
Paid advertising is considered faster and more effective because of its rigorous KPI monitoring system which helps in closely measuring the performance of your ads. Metrics such as the bounce rate of your landing pages, competitor’s activities, traffic source, and session durations can assist you in filtering out the non-performing campaigns and keywords.
With such assets, targeting and remarketing becomes easier for you, and you can quickly evolve with the market demands.
7. Split Test Like A Pro
Split Testing is the best way of perfecting your landing page conversion rate and building a network of B2B SaaS lead generation strategies that is effective.
After designing and optimizing your landing page, you should conduct split testing. By building different variations of the same landing page and testing these variations with your actual traffic, you can understand what works better.
Conversion tracking tools like Hotjar that helps in detecting user behaviour make heatmaps scroll maps, and other recordings easier to observe and help deploy better changes to the landing page.
Split testing can provide you with valuable insights into your qualitative and quantitative performance. Through such analysis, you can develop a better conversion-focused landing page. With the split testing methodology, you will be able to create intelligent landing pages for better marketing.
Ready to Implement New B2B SaaS Lead Generation Strategies
The best b2b saas lead generation strategies help you create captivating landing pages, resourceful lead magnets, and dynamic paid advertisements. These are the most efficient ways you can utilise for quality lead generation to increase your conversion rate.
I have dealt with many clients who had problems creating strategies for their B2B SaaS lead generation. They either lacked capacity or the right resources, and I have happily assisted them in using these intelligent B2B marketing automation schemes for generating quality leads.
If you are also facing similar problems relating to B2B SaaS lead generation, feel free to share them with me, and I will personally address them in my upcoming content or alternatively, you can reach out to me by booking a free consult of 30 min (Appointment link: https://book.apexure.com/).
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