Developing strategies to generate leads is a stepping stone for any fast-growing SaaS company. Relying mostly on monthly subscription renewals, software-as-a-service companies have to make an extra effort to retain their existing customers while also generating new, quality B2B leads who are looking for the kind of service they are offering.
According to research, only 27% of the B2B leads are sales-ready when first approached. Nurturing them with relevant content throughout the sales funnel is the only way to get conversions. Fortunately, there are few efficient tactics which proved to be useful in generating SaaS leads.
Tailor your content
When it comes to nurturing your B2B prospects, you need to provide them with great content which they will find relevant and useful. In order to do so, you need to have a detailed insight into who your buyer persona is. When it comes to a B2B business, apart from your target audience’s age and location, you might want to find out :
- what type of industry your leads usually come from
- what their main work responsibilities are
- what sources of information they trust
- what their buying power is
Besides, you will have to determine where your leads stand in the sales funnel and segment the content accordingly. Providing the same content to the leads who still aren’t aware that they need the service you provide and to those who are already trying out the demo is a mistake. It’s hard not to stress the importance of optimizing your content for SEO as it helps people who are trying to find a solution to their problem easily discover it during their online quest.
Email marketing has a well-established role in the world of B2B marketing as 79% of B2B digital marketers claim that it is the most effective means of leads generation. SaaS companies are no exception. Still, in order to reach their full potential, email campaigns must be approached strategically. There are certain things you should pay special attention to:
- Create a great lead magnet which will make your leads leave their mail address in exchange for the offer you provide. This can be a free trial, a webinar, an exclusive offer, white paper or a discount.
- Pick a subject line that is catchy and relevant.
- Segment your email audience, as research shows that marketers who use segmented email campaigns notice a 760% increase in revenue.
- Make a landing page for every offer so that your prospects know exactly what you want them to do when they click on your CTA, as well as how they will benefit from accepting your offer.
In order to nurture their leads, whatever their positions in the funnel are, SaaS companies benefit a lot from providing trustworthy and reliable customer service. Having an open channel of communication with your customers is a key factor in their retention, as 73% of B2B clients want B2C-like customer experience – they want 24/7 availability and fast response.
Many SaaS companies opt to outsource customer service so that they can meet their prospects’ needs 24/7, through their preferred channel of communication and in the language they will best understand.
Although social media is all the rage now when it comes to digital marketing, in the SaaS lead generation process, you should focus on what brings you the most qualified traffic – LinkedIn. According to stats, 80% of B2B leads generated from social media comes from LinkedIn. This is the place where you can focus on professionals who match your buyer persona profile and provide them with content which can educate them on the importance of the service you provide.
Make sure that the content you post is of excellent quality, but if you want to boost the engagement it’s essential to use images, infographics, video, and other visually-oriented elements. You can also use Facebook ads to make yourself more visible because this channel’s widespread popularity can be beneficial for both B2C and B2B companies.
B2B reviews and referrals
Reviews are a great way to generate leads, so it’s a good idea to ensure that your company is featured in any relevant blog or forum in your industry. In addition to the number of positive reviews, it’s of crucial importance that they are recent, as 65% percent of B2B buyers find them very valuable when they are given in the last three months.
Getting referrals will even take you a step further, so think of the ways to motivate and incentivize your current users to get the word of mouth going and the number of qualified leads will grow.
As there is no easy solution for generating leads, consider implementing all of these tactics into your SaaS marketing and sales strategy. Only a comprehensive, strategic approach will bring you closer to success.