Lead generation is every marketer’s goal, but the most effective tactics and strategies change all the time. In general, people are educating themselves thoroughly about their options before they ever contact a vendor.
That means that companies – especially those in the SaaS sector – need to make sure that prospects are very aware of their solutions when considering what to purchase.
Many of the strategies for making that happen focus on driving traffic to your website and keeping your company at the front of people’s thoughts as they do their research.
9 B2B SaaS Lead Generation Strategies Proven to Get Results
Here’s a list of 9 strategies that are proven successful for SaaS companies to bring in leads.
1 – Set Clear, Measurable Goals
For every marketing effort you launch, you should have a goal and an evaluation plan in place to determine how effective it is.
For example, let’s say you launch a Google Ads campaign, and you set a goal to generate 100 leads in a month from it. To achieve that, you’ll want to evaluate which aspects of the campaign are working, and which need improvement.
For example, if you’re getting a lot of impressions and a good clickthrough rate, but a low conversion rate, you know you need to do some work on your landing pages.
If you consistently enhance any underperforming areas, you’ll always be improving your results. Having a clear, measurable goal is critical to making that happen.
2 – Know What the Metrics Mean
For SaaS companies, leads are generated primarily through digital marketing, which has a common set of key performance indicators (KPIs). Whether you are looking at your website’s performance, a Google Ads campaign, or social media, the concepts remain the same.
- Impressions tell you how many times your ad, post or other content was viewed. If your impressions are low, then not many people are seeing your content, and you might need to take a closer look at your targeting or keywords.
- Clickthrough rate (CTR) is the percentage of your impressions that generated an interaction. For example, if 1000 people saw your ad but only 10 clicked it, that’s a 1% CTR. When your CTR is low but impressions aren’t, it’s a clear indication that your content isn’t piquing the interest of the people who are seeing it. It may not be relevant or clear enough to them, or simply not enticing enough, and you should revisit and spice up your copy.
- Conversion rate is the next step – the percentage of people who interacted with your content that also converted on a form (or other desirable action). If you’re getting plenty of website visits or clicks, but have a low conversion rate, your pages aren’t doing a good job of convincing visitors to fill out a form.
3 – Know Your Audience
The biggest success factor for a SaaS company is to get your solution in front of the people who need it. Which means you need to have a clear picture of exactly who benefits most from your product.
First, examine your product. What problem does it solve? Then ask yourself who has that problem?
Narrow it down. Who has that problem and the ability to make a purchasing decision? That’s who you want to target.
That’s a very general description of the process called building a buyer persona. Your buyer persona is a profile of your ideal customer, which gives you a clear starting point for who you should be aiming your marketing at.
If you put your solution in front of someone who needs exactly that solution, you’ll probably make a sale. Getting this part right is critical.
4 – Keywords and SEO
Everyone uses Google to do their research these days. If you don’t show up on Google when someone searches for relevant keywords, you’re going to have a rough time of it.
Organic traffic is the best traffic – people who ended up on your website because they were searching for a solution to their problem, and you provide it. To make sure you’re the one they end up seeing, it’s critical to optimize for the right keywords.
If your software provides web design tools, for example, you want to be front and center when someone searches “best web design tools”. If you’re not, then someone else is, and that’s where the traffic goes.
Search engine optimization (SEO) is a whole other major kettle of fish, but here are a few tips to keep in mind:
- Write engaging content instead of trying to stuff keywords everywhere. Google’s algorithms are constantly evolving, and the best way to show up on the front page is to create content that people like, rather than trying to game the system.
- Make your website mobile-friendly and fast. A huge proportion of online searches are performed on mobile devices, and if your website looks terrible on mobile or takes more than a couple seconds to load, Google won’t place it very high up the list.
- Don’t neglect meta tags. Although they don’t really contribute much to a user’s experience, Google’s robots check everything. Things like title tags and image alt text contribute more to your rank than you might think.
5 – Video Content
If something’s worth writing about, it’s worth talking about. Many people love watching videos – especially if there’s an engaging, entertaining presenter. If you want people to know what your product does, create a video that shows it in action.
If you’ve got a great idea for a blog article, spin it into a video – and include a nicely-formatted transcript of the video as well. Not everyone has headphones handy or time to watch a video.
If you make a video that’s really full of value, consider gating it with a form. An in-depth video tutorial (or series) on an important topic is valuable enough that people will happily trade their email address for it.
6 – Blog Posts
Every company has a blog these days. It’s basically mandatory. If you constantly put out high-quality posts on relevant topics, it does wonders for your SEO, establishes you as a trustworthy expert in your field, and generates leads, all at once.
Make sure to include call-to-action links or buttons in your blog content, as well as an option to subscribe to your blog. You can spin your blogs into video content, as well, and include the videos at the top of the blog posts.
7 – Free Trials
Nothing convinces someone to buy a product more effectively than letting them try it out and decide for themselves that it’s the right solution.
If someone lands on your website, is interested in your product, and you offer a free trial with no obligation to purchase, and don’t require a credit card number for it … why would they hesitate?
It’s powerful, particularly for SaaS companies.
8 – Webinars
Hosting a webinar about your product is a great way to engage with potential customers, gain leads, and show off what your software can do.
Showcase all the key features and be ready to answer questions. Webinars are great for putting a sense of humanity behind your company’s brand, since attendees get to directly interact with company reps in a non-sales environment.
9 – Capture Leads Who Didn’t Convert
Most of these efforts are designed to bring traffic to your site and convince them to give you their contact information. Unfortunately, only around 2% of your website traffic will actually end up converting. The other 98% are lost opportunities.
You can tap into those lost opportunities using Clickback WEB. It identifies companies that visit your site but don’t convert, and gives you accurate contact data for key leads at those companies.
It’s a particularly useful tool for SaaS companies, since their websites are the hub for their sales.
You can try it out for yourself with a 14-day free trial.