Winning B2B SaaS Lead Generation Strategies You Should Try

Without leads, your B2B SaaS company will never take off. You could have the best product out there, but if no one wants to buy it (or no one has ever heard of it), it’s bound to fail and fall into oblivion.

You can avoid this fate and make your SaaS product a success by dedicating more time and experimenting with the latest B2B SaaS lead generation strategies. This way, you’ll generate a steady stream of leads your sales team can leverage to grow your company into the stratosphere.

The good news is that it only takes a change of mindset and a set of brand new B2B SaaS lead generation strategies you can implement to gain access to hot leads.

However, before settling on a brand new strategy, some housecleaning is in order.

Things to do before implementing a lead generation strategy

The foundations you set before the implementation of a B2B SaaS lead generation strategy directly correlate with its success.

For instance, before investing in anything, you should have a clear idea of who the target audience is. This is the only way to ensure you get maximum results from a new lead generation endeavor.

You should be familiar with important demographic factors such as gender, age, and income. You also need to know which platforms your target audience uses. For example, Facebook might not be the best place to promote your B2B SaaS product but LinkedIn could. 

Once you know your target audience, you can set lead scoring parameters. With this step, you can identify which leads are worth your effort and resources. In other words, which leads are qualified and which are not. 

Since you run a SaaS business, the most qualified leads are users who subscribed to your free trial or people who navigated to the pricing page on your website.

We also recommend scoring each lead generation activity, such as receiving a follow on social media. You can then use this score to approach the nurturing process with a lot more efficiency.

Finally, choose the right tools for your B2B SaaS lead generation. Automation is all the rage right now and modern lead generation strategies rely on it to generate online sales. Tools such as LeadArm allow you to automate a large part of the lead generation process.

LeadArm provides you with a dashboard that lets you automatically identify businesses by industry and geographic location, as well as send out customized emails to those businesses. As a plus, you can also import your contact lists to reach out to the most qualified leads. 

You also have an opportunity to monitor your lead generation efforts properly by receiving analytics such as success rate.

Now that you’re equipped with data and the right tools, you can start thinking about new B2B SaaS lead generation strategies.

Best B2B SaaS lead generation tactics

The growing popularity of the SaaS model has led to fierce competition. To stand out, you have to maximize the effectiveness of your B2B SaaS lead generation efforts. 

Try some of these tactics:

1. Put more effort into SEO

The best way to increase your return on investment is to rank higher on search engine results pages (SERPs). Most purchases these days start with Google, and if you’re not capitalizing on SEO as a lead generation tactic, you’re missing out.

A good start is providing an answer for a problem defined in a user’s search query by matching search intent. You can easily do that by discovering what the end-users need and how they can use your tool to fulfill that need. Simply put, you’re providing a solution to solve their problem.

When you have a solid idea of what your target audience needs, it’s easy to create content based on those criteria.

2. Leverage use case studies

Use case studies are the most powerful forms of content available. With a well-presented case study, you can take your B2B SaaS lead generation effort a step further by increasing the chances of converting your prospects.

Because companies are usually under a lot of financial pressure, they have to make sure that what they're offering can help them achieve their goals before they commit to a product and make a purchase.

By presenting a customer’s experience with your SaaS solution, you can tangibly demonstrate the benefits and help your prospect visualize what using your product is really like. 

Think of it like presenting an unfiltered hands-on review to your potential customers.

3. Leverage software discovery platforms

Software discovery platforms like G2 are a powerhouse as they gather reviews and help businesses pick the right software. The best thing is, a lot of decision-makers trust these platforms and use them to find the next tech solution they will implement into their day-to-day operations. 

Since these platforms attract millions of users looking to buy solutions, it means that by including these platforms in your B2B SaaS lead generation strategy, you’re gaining access to an incredible number of highly-qualified leads.

By acquiring new reviews for your solution on these platforms and thus improving your ranking, you can start communication with motivated buyers that are likely to convert into paying clients.

4. Develop interactive tools

Lead magnets are very important. However, you can take it a step further than gated content by providing a free interactive tool your users can use to improve any aspect of their workflow.

A good example of this is HubSpot’s Website Grader which allows users to receive a grade of their website and find problem areas. Since this tool is very helpful, most users will opt in for a free trial offered at the end of the report.

Interactive tools are a great way to establish a strong relationship with users before converting them into paying customers.

5. Build social proof

Most companies use wild claims when marketing their products, often claiming they’re the best with nothing to back it up. When compared to B2C, B2B requires a higher investment. This means that most customers have to trust you before they make a purchase.

The best way to build trust is through social proof.

It could be as easy as providing customer testimonials and showing awards on your website. This automatically increases trust, as you’re backing up your claims with real-life examples.

6. Create comparison pages

Before buying any product, businesses will usually compare two solutions against each other. With a comparison page, you’re just making it easier to do so. By showing how your solution stacks up against your competitors and showing your advantages, you’ll have an easier time generating B2B SaaS leads.

We recommend relying more on visual information such as tables or graphics. Simply study your competitor's prices, features, and user experiences. 

It takes just one advantage to tip the odds in your favor, particularly since the leads you acquire through a comparison page are usually ready to convert.

7. Try podcasting

Podcasts are popular, especially in the business world where decision-makers tune in frequently to learn valuable information about their respective industries. Hence, a podcast could be a great addition to your B2B SaaS lead generation strategy.

While having your own podcast would be a great lead generation machine, building up an audience might take too much time. We recommend learning what topics your would-be listeners are interested in and finding relevant podcasts where you can be a guest speaker.

This is your opportunity to establish authority with potential leads and boost your brand presence. Podcasts usually have a more relaxed structure where you can show off your personality, so listeners will have an easier time connecting with your brand.

Thus, by introducing podcasts into your B2B SaaS lead generation strategy, you’ll get an extra benefit of humanizing your brand. Potential leads won’t see just a random company with a product - they’ll see your personality, which might be just the thing that pushes them to become a customer.

Level up your lead generation!

In this article, we’ve given you some powerful B2B SaaS lead generation tactics that can help you grow your customer base. Lead generation is all about discovering new techniques you can implement to unlock the best ROI. Combine and experiment with all of the aforementioned strategies until you discover what works best for your particular industry. 

Don’t forget to monitor the ROI of each tactic you try, and if you discover that one is bringing in more leads, it might be worth giving it more attention.