Top 18 B2B SaaS Lead Generation Tactics for 2024 - Tips, Metrics, and Case Study

Sale persons always call at the wrong times. So, people avoid these calls and even block numbers. If you've faced this situation, you should know there are better ways to generate leads.

Instead, you should attract your target audience by showing them the value you offer. B2B SaaS companies must build strong customer relationships. These relationships often convince them to sign up for long-term subscription plans.

Lead generation captures and maintains the interest of potential customers. Yet, it has its difficulties. 63% of companies consider this the biggest challenge in their marketing efforts. The SaaS market is growing at an annual rate of about 18%.

So, you must follow proper strategies to attract potential customers. Here we are with some great lead generation approaches so you can grow your B2B business better.

What is B2B SaaS Lead Generation and its Importance?

B2B SaaS lead generation means finding and attracting businesses interested in your solution. It's different from B2C lead generation, which targets regular consumers. The main aim is to turn these leads into paying customers. It involves other marketing and sales methods. SaaS lead generation is essential for several reasons. Some of the reasons are:

1. Sales Pipeline Fuel and Revenue: B2B SaaS lead generation is the core of the sales pipeline. A SaaS company needs consistent and qualified leads to meet its sales target. It increases the chances of closing deals and upselling to existing customers.

2. Cost Efficiency and Growth: "It helps companies divide resources better. Businesses can focus on people interested in their products. It saves money and resources. With lead conversions, the business can use the earnings to grow, expand, and enter new markets.

3. Customer Insights: Lead generation helps businesses understand what customers like and want. SaaS companies can keep customers happy and make them stay with valuable resources.

17 B2B SaaS Lead Generation Strategies

Creating Engaging Content

Content creation is one of the most crucial B2B SaaS strategies. High-quality content attracts serious and relevant B2B buyers. You should first analyze your target audience, their needs, and goals. It will help you tailor your content according to their needs.

First, you should also create buyer personas. A buyer persona will segment your audience. Each persona can have different preferences, according to the audience.

There are different ways to showcase your services and products in your content.

1. Long Form Content: You can do it through several blog posts. It explains your expertise in the industry. You can become a subject-matter expert.

2. Case Studies: It will show how your SaaS solutions helped businesses overcome challenges.

3. Short-form content: You can craft attention-grabbing headlines and visuals. This way, you'll get the most clicks and shares.

Repurpose Your Content

Repurposing your content maximizes the value of your existing content efforts. It presents the content in different formats. The two primary steps to repurpose your content are as follows:

· Identify top-performing content. These may include whitepapers, case studies, or blog posts with maximum engagement.

· Then, you can categorize your content into different themes or topics. To achieve this, you can conduct a well-planned content audit.

· Based on the audit, change the format of these top-performing posts.

Content repurposing is, therefore, easy to plan for you. Once your content is repurposed, distribute it across various channels. These channels may include social media platforms, your website, email marketing, or industry-specific forums.

Do Keyword Research for On-page SEO

Keyword research helps identify the terms/phrases potential customers seek. You can then optimize the content of your website accordingly.

Here's how you can find relevant keywords:

1. Create a seed keyword list for your B2B SaaS product or service.

2. Use keyword research tools like Ubersuggest and Keyword Planner. They will provide data on search volume, competition, and related keywords.

3. Look for keywords with high search volume and low competition. But choose keywords that go according to your business goals.

4. Another smart strategy is to research your competitor's keywords. You will learn more about the gap in your keyword strategy through this.

Optimize Your Social Media and Website

B2B lead generation is a never-ending process. You need to make continuous progress to adapt to the ever-evolving market. Research shows that social media marketing provides increased exposure.

There is a rule: Choose the right platform instead of jumping on all! You can do this based on your target audience.

Once you select the platform, try different strategies to gain visibility. Use relevant hashtags, do on-page SEO, and perform cross-platform sharing. You should also look into three goldmines of leads:

1. LinkedIn: LinkedIn refines your search, locates, and communicates with your specific customers. Sponsored InMail generates more high-quality leads as compared to other advertising channels. The LinkedIn Sales Navigator provides advanced lead tracking and engagement features.

2. Quora: Quora enables you to highlight your expertise in the B2B SaaS niche. All you have to do is search for questions related to your SaaS solutions. It will prove your authority over the niche. You can also engage in discussions, content promotion, or even private messaging to help with your query.

3. Reddit: Reddit is a platform with various topic-specific communities. Reddit, like Quora, can be used in the same way. However, its advertising platform targets B2B leads by targeting specific subreddits and demographics.

Launch Gated Content

See how well you can get B2B SaaS leads if you follow the Launch Gating Content strategy. You can add a lead form on your website or demo video. Ask interested viewers to provide their contact information to access the video. You will be able to generate leads.

Once you have leads, stay in touch with them. Create a value-added email drip campaign to move leads through the sales funnel. This step is a lead magnet. So, you can share a 5-day free email course, valuable insights, offers, blogs, and more specific content to pursue the lead.

Keep analyzing different elements of your gated content. It includes track conversion, click-through rate, and lead generation. As a result, you can refine your gated content based on these insights.

Leverage Product Demo Videos and Steps

For example, you own an app, and it has many useful features, but your customers don’t know how to use them. They’ll definitely leave your product. Professional demo videos and step-by-step walkovers will never leave you on a loose end. Customers will learn more about the solution and how to use it. It’ll encourage them to try and do more with the product.

You can make these videos worth watching with crisp visuals, clear audio, and thoughtful content. Can anything else improve video quality? Videos with these three qualities grab customer attention. The main ingredients of any demo video are:

· Hitting the pain points and challenges of your target audience. Show them how can your SaaS solution solve these issues.

· A short video to cover all the critical features of your product.

· A clear and compelling call to action. It encourages viewers to take the next step.

Host Webinars

Webinars are an effective B2B SaaS lead generation strategy. You should do an informative session with clear visuals and data for your webinars. Add actionable takeaways and solutions to your presentations. Doing so will guarantee competence.

Choose the webinar platform beforehand to ensure a smooth user experience. The platform should offer features like Q&As, registration pages, and analytics. The following steps will add value to your webinar:

· Engaging with your audience through polls, chats, and Q&As.

· Not being too SALESY while also showing your SaaS product as a solution.

· Encouraging the participants to ask questions and suggest topics for more webinars.

· Share a webinar recording with the attendees.

· Ask attendees to share the insights they gained in the webinar and tag your page.

Roll Out a Special Offer

Another strategy is to launch special offers. You can attract and convert potential customers through these special offers. These offers will only increase conversion if you have a clear purpose. Thus, you need to define a specific goal for this offer. Using this strategy, you can analyze customer preferences. It is a way to get a broader perspective of your audience.

You can use a landing page to highlight the benefits of your offer. It should be well-designed and easy to navigate. Momen can be a good way to create a no-code landing page. You can then optimize it enough to convert leads into customers.

Allow Chat Options on Your Website and Social Media Profiles

Live chat options allow your customers to engage with you in real time. You can answer their questions and take them through the sales funnel. Quick responses boost user satisfaction and lead conversions. So, set up automatic responses to common questions for immediate help.

To identify trends and improvements, review chat transcripts and data. This feedback loop improves messaging and strategy. Ensure your customer support or sales team know about the live chat option. So they can handle inquiries and provide product information more effectively.

Moreover, encourage users to provide feedback on their chat experience. This feedback will assist you in making improvements. Use links or buttons on social media to promote your website's chat feature.

Ask Your Previous Clients for Testimonials

Customer testimonials build trust. It increases the likelihood of considering your product or service. Identify customers with a positive experience with your B2B SaaS product or service. Find out if they have had good results and worked well with your company. Open and positive communication with your client throughout the journey boosts your credibility.

You can request a testimonial after satisfying the customer with your product. Provide them with clear instructions on how to submit a testimonial. Also, you can motivate customers to submit testimonials by offering discounts. A discount on their next buy or free premium features will encourage them.

Share Case Studies

Case studies show how your product has benefited customers and solved real-world problems. Ideally, the cases should reflect the challenges faced by potential customers.

Moreover, use storytelling techniques to engage your audience. This will show how your SaaS solution solved those issues. Create compelling narratives from your case studies by including the following:

· The customer's initial pain points

· Their search for a solution

· The decision-making process and

· SaaS product results

It will also highlight the customer’s journey. Yet, incorporating industry-specific case studies is another effective strategy. Using case study leads, you can personalize your follow-up communications.

Run Referral Programs

Referral programs leverage your existing customers and their networks to attract new leads. Understand your target audience before starting a referral program. It allows you to customize your program more effectively. You can also use referral-tracking software or marketing automation tools. These will generate referral links or codes for your customers to share.

Moreover, you can also segment your audience. This is because not all customers will have the same level of engagement or usage. It lets you focus on the most active customers and potential leads. Remember to follow up promptly once a referral turns into a lead or customer.

Embrace A/B Testing

A/B Testing is a powerful B2B SaaS lead generation strategy. It's also known as split testing. It involves comparing two versions of an ad. Then, you can see which one results in more sales or leads.

You can start by defining clear objectives for your lead generation. It could include increasing website sign-ups, trial registrations, or other conversion goals.

Moreover, developing hypotheses about changes that might improve conversions is also essential. You can easily make variations of the elements you want to test.

You can finally apply these variations and check their performance. Consider running your tests for a few weeks and analyze the results. A good A/B testing tool will provide statistical significance levels.

Email Outreach Campaign

Email campaigns enable you to pinpoint your audience. It improves relevance and response rates. Email outreach is cheaper than traditional methods and targets a large audience. Automation email marketing tools make it easier to follow up on and schedule emails.

B2B SaaS products often need explanation and education. The use of email marketing campaigns will be helpful in this respect. You can share blog posts, webinars, and case studies via these channels. This way, you educate your leads about your SaaS solutions. It establishes you as an authority and builds trust.

Collaborate with Other SaaS Companies

Collaborate with other SaaS partners and define mutual goals with them. Before approaching potential partners, clarify your goals. You can achieve your specific objectives through collaboration. Look for SaaS industries that complement your services. For example, look for SEO tools if your service includes content management.

Thus, you should explore opportunities for co-promotions. It will also provide more value to your customers and encourage cross-promotion. Also, track the leads generated as a result of each collaboration. So you can refine your strategies and focus on the most successful partnerships.

How to Track and Measure Your Lead Generation

Essential Metrics for Lead Generation

B2B SaaS companies must track lead generation efforts. It is necessary for better strategies and marketing campaigns. Here are some essential metrics to check:

1. Number of Generated Leads

This metric is the foundation of lead generation. It quantifies the total number of captured leads through various channels. Using this metric, you can assess the growth or decline of your lead generation efforts.

2. Conversion Rate

The conversion rate measures the percentage of leads who take the desired action. It may include filling out a form or subscribing to your newsletter. Businesses can know how effective their lead capture methods are. The higher conversion rate means your content resonates well with your audience.

3. Sales Cycle

The sales cycle is crucial for lead nurturing and conversion. It monitors the average time converting a lead into a paying customer. A shorter sales cycle often leads to increased revenue and improved efficiency.

4. Customer Acquisition Cost (CAC)

CAC calculates the cost incurred to get a new customer. It sums up all marketing and sales expenses and divides it by the number of new customers gained. The main goal of the B2B SaaS business is to lower and maintain lead quality for sustainable growth.

5. Bounce Rate

The bounce rate is the percentage of visitors who leave your website after one page. A high bounce rate shows that your landing pages or content needs improvement. Businesses should focus on reducing bounce rates. The low bounce rate means high lead retention and engagement.

6. Average Time on Page

It is to track the average time visitors spend on your website pages. Longer average times generally signify engagement and interest in your content. It can help you identify which content resonates most with your audience.

Tools for Analytics and Tracking

The following tools offer valuable data analysis, reporting, and visualization capabilities. You can choose the tool that best suits your analytics and tracking objectives.

Tool#01: Tableau

Tableau allows businesses to turn complex data into interactive, easy-to-understand visualizations and dashboards. It offers a user-friendly interface for creating charts, graphs, and reports.

Tableau can connect to various data sources, catering to diverse data needs. It is excellent for insights and data-driven decisions through visual data exploration.

Tool#02: Google Analytics

Google Analytics is a free web analytics service provided by Google. It offers various metrics and reports, like traffic sources and conversion rates.

Google Analytics helps businesses understand user interaction and online optimization. It's a base tool for B2B websites to measure the results of online campaigns and user engagement.

Tool#03: SAS (Statistical Analysis System)

SAS is a comprehensive analytics platform. It offers advanced statistical analysis, data management, and predictive modeling features. It's used in finance, healthcare, and marketing for data mining and business intelligence.

SAS conducts intricate data analysis and offers insights for strategic decision-making. It's ideal for organizations with complex datasets and seeking advanced analytics solutions.

HubSpot Journey: Email Marketing to a $271 Million SaaS Business

HubSpot began as an email marketing platform. Now, it has become a comprehensive business solution. They added new tools, like CRM software, HubSpot Video, Growth Suite Software Bundle, Standalone CMS, and a Conversations tool. It makes HubSpot a powerful marketing, sales, and customer service choice.

For lead generation, HubSpot did the following:

1. Content Creation: HubSpot's blog is an essential marketing tool. It sorts posts into marketing, sales, service, and website categories. Visitors can easily find what they need. So, people stay on their page and become customers.

2. Newsletters: Besides blogs, HubSpot sends newsletters to different groups. "The Lead" focuses on marketing news, "The Hustle" covers business and tech news, and more. It expands their online followers. They target customers based on their subscriptions.

3. Video Content: HubSpot makes helpful videos summarizing their content. Their YouTube channel has over 400 marketing tutorials. These videos teach practical skills like using HubSpot sequences in sales. Video content shows their authority and pushes viewers to use HubSpot.

4. Social Media: HubSpot engages with its audience on LinkedIn and Twitter. They share insights and trends, like the benefits of influencer marketing. It is a suitable approach for building relations.

5. Website Design: HubSpot's website is simple and easy to navigate. You can access demos and free trials. The pricing page has clear plans tailored to different business needs.

Conclusion

SaaS companies should invest time and money in these 17 strategies to close more deals. Creativity, keeping up with trends, and helping customers are also important. You should always assist customers quickly, build trust, and keep them returning.

The online world is changing, so companies need to change with it. You should check what's working and find new ways to do things. It can make your SaaS company a strong brand, get new customers, and make more money with a good plan.

About Momen

Momen is a no-code web builder. It empowers startups to efficiently create their Minimum Viable Product (MVP) through collaborative, cost-effective, and swift development. With Momen, startups can craft customized web apps, offering unique user experiences. Seamlessly integrating your apps with other services is a breeze. You don't need to be a programming expert to achieve all this with Momen.