When it comes to lead generation for your SaaS company, it can be difficult to cut through the noise and appeal to your prospects. The SaaS market is extremely competitive and has a high customer churn rate compared to non-SaaS companies.
Your leads can come from anywhere, as the lead generation ecosystem is multi-faceted. Social media, search engines, display networks, off-site content, or referral sites, are just the tip of the lead generation iceberg. It’s a noisy, competitive market. If you want your SaaS company to stand out, it’s not enough to rely on the typical lead generation strategies. These tips from GROWL not only help increase the number of incoming leads but the quality of the prospects. When you capture more high-quality leads, you set yourself up to nurture these prospects into paying customers, ultimately boosting your bottom line. Let’s get started!
As always, before laying out your SaaS lead gen strategy, you’ll need to outline your S.M.A.R.T. goals. This way, you’ll have a clear guide to create the necessary steps to achieve your SaaS lead gen goals.
1. Become Data-Driven
The most helpful thing you can do to create a bold, effective lead generation strategy is to dive into your data. Your strategy should be driven by your data insights since data can tell you what’s working and what isn’t. Anything else is just guessing.
It’s incredibly important to implement and maximize CRM software like HubSpot to ensure you have a thoughtful process for lead scoring. A CRM will help you track where your leads are coming from, their quality, if they converted, and if they didn’t, where in the buyer’s journey you lost them. Staying on top of your data using a CRM will help you ensure your pipeline is as frictionless as possible.
You can also use a CRM to segment your leads based on important criteria, such as their industry or buyer’s persona. Segmenting your leads allows you to personalize your nurturing sequences and tailor your content to where your prospects are in their buyer’s journey.
2. Use Conversion Offers Smartly
Conversion offers are an old play at this point. When a qualified prospect visits your website, you want to be sure you’re capturing their contact information with a conversion offer. Maybe you have downloadable resources such as a workbook or whitepaper. Maybe you’re offering a free trial or demo. Conversion offers are a must but they’re a dime a dozen. To stand out in the SaaS space, you need to get innovative with your conversion offers.
Instead of curating your conversion process around your offer, curate your offer around your prospects. Think about your target audience and answer these questions: What struggles do they face? What are their goals? What’s impeding them from achieving those goals? If you can’t answer these questions quite yet, it’s time to develop well-rounded buyer’s personas.
If you can answer these questions, the last question is this: What knowledge do you have that can help your target with their pain point?
If you develop conversion offer content with your customer’s pain points in mind, you’re going to see better landing page conversion rates.
3. Be the Expert
You may have the most cutting-edge SaaS offering or the most specialized sales funnel, but if you’re not seeing the ROI you’d expect, your brand may be missing an unexpectedly crucial brand aspect: trust. A 2021 study found that not only is trust a brand feature that drives the most growth, but nearly two-thirds of customers will actively advocate for a brand they trust.
In the noisy and competitive SaaS market, maintaining the trust and loyalty of your customers will ensure you see steady growth through word-of-mouth and other types of referrals. A good way to establish credibility and trustworthiness for your brand is to commit to being an expert in the SaaS field.
It may sound complicated, but there’s actually only two simple steps to becoming a thought leader: 1. Being knowledgeable in your industry and 2. Sharing your knowledge with others—for free. Awareness level content, such as blog posts and YouTube videos, is a great way to establish yourself as a thought leader while simultaneously maximizing your SEO efforts.
Promote your expert content on social media using targeted tags to help it find the right audience. This has the added benefit of expanding your reach and attracting new leads. If your SaaS offering is in the B2B space, GROWL recommends being active on LinkedIn, as 78% of B2B social leads come from LinkedIn. It’s a great avenue to establish your brand as the expert while generating new leads.