How to Optimize Your Marketing Strategy for SaaS Lead Generation

How to Optimize Your Marketing Strategy for SaaS Lead Generation

    You already know that you need to have a clear marketing plan in order to generate more leads and subscribers for your SaaS brand.

    After all, they can’t purchase if they don’t know who you are. But how do you know which campaigns to pursue and which ones to avoid altogether?

    Finding that winning SaaS lead generation strategy really comes down to innately understanding both your buyer persona and your particular industry. Simply put, you need to know who you’re trying to target and their unique needs.

    That said, there are a variety of both online and offline methods for effectively gaining new leads and potential subscribers.

    These methods all center around basic marketing elements, such as overall brand recognition, value positioning, and problem-solving.

    If you can use one of the seventeen different marketing strategy methods we’ve outlined below to get a potential customer to know your company, see the value in your SaaS, and solve a problem they’re facing, then you’ll have no problem getting them to become long term paid customers.

      Are you ready to get started? Let’s go!

      What Are the Best Practices for SaaS Lead Generation?

      1. Find the Platforms Your Customers Are On

      There’s only so much time in the day and available resources to try to connect with your SaaS target leads. In that case, you want to make sure you’re on the platforms that your customers are using.

      To do this, think long and hard about where they would go to look for answers within their industry.

      For example, if you create a sales solution for B2B commercial construction companies, then you would likely want to be on LinkedIn or another similar platform.

      Likewise, if your solution helps beauty consultants and day spas book more appointments, then you might want to consider advertising on Instagram or TikTok.

      Chances are better that you’ll connect with someone in that industry more so than if you were to look on LinkedIn or Facebook.

      The main point here is to know your audience and use that to your advantage when deciding on which marketing channels to pursue.

      2. Build Brand Credibility with Testimonials

      Another great SaaS marketing strategy is to build brand credibility with testimonials. Make sure you’re always asking satisfied subscribers and clients for an endorsement that you can use on your website and in your other advertising.

      Testimonials are generally taken with a grain of salt from most decision-makers, as they understand that there’s no way a company is going to share negative comments.

      But it does give hope that at least someone finds your SaaS solution a good one, which opens up the idea that it could also work for someone else.

      If you’re just launching and don’t have a huge subscriber base yet, you can still use testimonials to your advantage.

      Have a few beta testers provide their feedback and ask for permission to use bits of their comments as testimonials. Most will happily oblige.

      3. Don’t Be Afraid to Ask for Referrals

      There’s no doubt that the internet reigns supreme when it comes to finding new products and services. But don’t be afraid to ask for referrals, too.

      More often than not, SaaS customers are more than willing to share a special offer with others in their industry if they know they’ll receive a special incentive, like a coupon or discount.

      Furthermore, highly niche industries usually have business owners that work together to find common solutions. In that instance, asking for a word-of-mouth endorsement or connection can really be a solid way to get in touch with numerous leads.

      While modern sales really depend on a lot of digital aspects, getting the information for a potential referral and picking up the phone to call them directly still has a lot of power.

      Especially if your SaaS solution is on the more expensive or enterprise end where it might take a personalized sales approach to close a deal.

      4. Leverage the Audiences of Influencers and Affiliates

      To get more quality SaaS leads, consider leveraging the audiences of influencers and affiliates.

      What this means is working with someone else who has a large email list, follower count, or subscriber group to try to market your platform.

      In a B2B situation, this might not always mean using social media influencers. However, it could include aligning with certain consultants in your niche and giving them an opportunity to promote your SaaS product to their customer base in exchange for a small affiliate income.

      Why does this work? Much like word-of-mouth testimonials, working with influencers and affiliates means they’re going out on a limb and endorsing your business.

      Their audience trusts them, which means they now also somewhat trust you. In the end, this can mean a steady string of quality SaaS leads.

      5. Create Killer Informative Content

      You can also build a solid SaaS marketing strategy by consistently creating killer content. This means publishing informative articles and blog posts about your industry on at least a weekly or bi-weekly basis.

      By doing this, you’re positioning your brand as an expert in the type of solution your SaaS provides.

      It also shows that you know what your target market is going through and can help guide them to find the right answers pertinent to their particular industry.

      Furthermore, Content Marketing is an excellent way to boost your SEO rankings. In the end, anyone searching the internet for the knowledge you provide can then become a potential lead.

      6. Try Video Marketing

      Most Digital Marketing experts agree that video marketing is hotter than ever before. With the global pandemic making it super easy to obtain videography tools like a quality webcam and lighting, now is a great time to start using this medium as a way to reach potential leads.

      Whether you’re just doing live stream sessions to answer general questions or creating a series of how-to videos to help users navigate your platform more effectively, this type of media can be an excellent way to reach a broad audience.

      Not sure where to begin? Consider working with a Digital Marketing team to come up with a list of ideas that you can turn into individual media or a special series of videos.

      7. Offer Downloadable Bonuses

      To gain more SaaS leads, you can also offer downloadable bonuses in exchange for joining an email list.

      This can be anything from a coupon or free trial to an industry white paper, ebook, or something else of value that makes sense for your particular SaaS vertical.

      While you might get a few people that will immediately unsubscribe after receiving their download, most people do not.

      From there, you can create a series of marketing emails that offers follow-up advice and offers reasons why your SaaS solution is the best choice for their particular needs.

      8. Use Gated Bonus Content

      Much like a downloadable offer, using gated bonus content is a great way to expand your SaaS lead list.

      How this works is you create a landing page that relates to your particular niche. Once someone adds their email address and/or contact information via a special form, they’re given a login and password to access more content.

      This can include a wide range of different elements. Several examples include access to a particular knowledge base, a free consult call with a consultant, special training opportunities, and so much more.

      Ultimately, how you choose to go about this will generally depend on your SaaS niche or vertical and how it relates to your target customers. But the whole idea is to collect information for contacting leads in the future in exchange for something they find valuable.

      9. Utilize Chatbots for Better Responses

      One modern way to achieve better SaaS lead generation is through the use of special chatbots.

      These can be positioned on your website as live help or even just through a program like Facebook Messenger.

      Essentially, this gives potential customers the opportunity to ask common questions. The intuitive AI then knows how to point them in the right direction.

      In some cases where an inquiry is a little more specific or complicated, it can tell your sales team to reach out to the lead directly.

      This works really well for a lot of reasons. If someone is willing to engage with your chatbot, you know that they’re truly ready to purchase or interested in what you’re offering. And warm leads like these are a lot easier for your sales team to close in the long run.

      10. Partner with Complementary SaaS Firms

      There’s no doubt that the SaaS industry is growing. But that doesn’t mean you have to operate your platform and business alone.

      A great way to get in touch with more customers is by partnering with a complementary SaaS firm.

      Notice we said complementary and not competing. These are companies that your target client is probably already using to solve a problem not related to the solution you offer.

      For example, if your program does scheduling for plumbers, then you might want to work with a small business invoicing SaaS company.

      The overall goal is to give your leads a solution that helps them in more ways than one. By pooling resources in this manner, you can easily reach a broader audience while stretching your advertising dollars further.

      11. Pick Up the Phone

      It might sound like such an old way of marketing, but a good method for getting more leads is to simply pick up the phone.

      Don’t be afraid to have your sales team do the old-fashioned thing and initiate a call with a decision-maker at a company that you’re looking to work with.

      Now, this doesn’t have to always be cold calls. Maybe that lead signed up for a free trial and hasn’t converted to a paid subscription, making them more of a warm lead.

      A phone call from a platform expert might be just what they need to answer questions or other barriers.

      12. Search Engine Optimization (SEO)

      Of course, you cannot ignore the use of search engines if you’re trying to grow your list of SaaS prospects.

      Simply put, your target market is always going to use Google to look for answers to their biggest questions. Optimizing your website for certain keywords and searches should always be a big part of your marketing strategy.

      Following best practices like updating meta titles and descriptions, using keywords in your content, and otherwise ensuring your page speed meets standards are all good places to start.

      As your SaaS platform grows, you’ll want to continue to keep up with your SEO to ensure you’re still outranking competitors.

      13. Paid Traffic and Landing Pages

      If you’re really looking to increase the number of SaaS lead prospects for your business, consider this double punch.

      Create a landing page with a special offer or incentive, a video describing how your product solves their biggest issue, or any other information in an easily digestible format. Then drive paid traffic through social media or pay-per-click (PPC) ads to that page.

      This eliminates the guesswork for your leads and makes it easy to tell what your SaaS solution offers. It also makes it simple for them to get in touch with you to schedule a phone call, sign up for a demo account, or just get on your mailing list.

      What’s even better? This is a strategy you can pair with multiple other ideas on this list for a huge impact.

      14. Direct Mail and QR Codes

      If the vast majority of your target market is primarily offline, consider this SaaS lead generation strategy.

      Send out direct mail with a special QR code. Whenever a recipient opts to point their smartphone camera at the code, they’re instantly taken to a specific landing page you’ve published ahead of time.

      Again, we want to make it super easy for people to connect with your SaaS platform. This is a great way to make the process as instantaneous and error-free as possible while getting in touch with those in your niche in a direct way.

      Need examples of when this would work?

      Think SaaS products that deal with heavy B2B where they might not necessarily be looking for a solution, as they have no idea that one exists. By showing up in their mailbox, you’ll be able to catch their attention more quickly.

      15. Industry Websites, Journals, and Magazines

      Depending on your SaaS vertical, it might be a good idea to advertise in certain places where your target market is already viewing. This can be industry websites, journals, magazines, and more.

      That said, it is important to remember that just because you’re a SaaS firm doesn’t mean you should always stick with digital advertising.

      There is still a place for traditional print ads, which can further boost brand recognition and make your company seem more credible.

      Does your particular niche have specialty organizations or trade shows? Make an attempt to be a part of those, too. You never know who will see your team’s booth and make a decision to go with your platform.

      16. Position As a Knowledgeable Expert

      Speaking of credibility, here’s another tip to help optimize your marketing strategy for better SaaS lead generation.

      Work to position yourself as a knowledgeable expert within your industry. If necessary, create a section of your website just as a place to provide additional information and important news that your customers would want to know, even if it doesn’t directly pertain to your software offering.

      This can create a buzz in two ways. First, it offers a good chance for sharing your content to bring in more traffic.

      Second, providing useful and informative content really paints you as a company that knows what you’re doing. In the end, this helps push subscribers towards utilizing your SaaS solution.

      17. Target Specific Clients Directly

      Finally, consider targeting specific clients directly. This is especially important if your SaaS is high level or enterprise, as you might be looking at a longer decision-making process or a chain of people you need to convince before final approval.

      Have your sales team sit down and brainstorm a few dozen so-called big fish or dream customers for your SaaS.

      Put together a plan to research finding the right people to discuss the details with and make attempts to get in touch. Cold emails and calls actually do work if you have the right overall strategy.

      The truth is there are hundreds of ways you can optimize your marketing strategy for SaaS lead generation.

      However, this all starts with making sure you know your target audience well and understand their particular needs. Once you determine how to get in direct touch with them, then you can adjust your plans accordingly.

      Ready to take things a step further? We’ve put together this lead generation strategy ebook just to help you out. Click here to score your free copy now!

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