SaaS lead generation in a B2B environment can be quite challenging, and SaaS marketing is famous for being very data-driven with extremely little margin of error. Meaning, we also can’t rely on our competitors making mistakes to find new opportunities.
In this guide, we will discuss some of the most effective B2B lead generation strategies for SaaS companies, starting with the first one.
1. A Performing Website
In B2B marketing, your website is a very important marketing asset more than in a B2C environment. A website is perceived as more ‘professional’ compared to social media profiles, and most B2B buyers today expect a professional-looking and performing vendor’s website.
So, how can we determine whether a website is ‘proper’? There are three main factors:
- Great content both in quality and quantity
- Proper user experience, technical-wise
- Aesthetically-pleasing according to today’s standards
We’ll cover more about content in its own section below, but your website would need to at least achieve the following:
- Mobile-friendly: there are two main reasons for this. First, Google and the other search engines now prioritize mobile-friendly/mobile-responsive websites on their SERP rankings. Second, is that simply a majority (over 60%) of users, including B2B buyers, are using mobile devices to access your website. The latest data has shown that 80% of B2B buyers are using mobile devices at work.
- Fast loading speed: close to half of the users will bounce from a website if it takes longer than three seconds to load (on a standard 4G connection).
- Security: how you convey to visitors that your site is completely safe is very important, especially if you also sell your products on your website. At the very least, make sure your site uses an SSL certificate (HTTPS instead of HTTP).
- Easy to navigate: your website should be an all-in-one resource for your users. Make sure it’s very easy to find your contact information (make it as obvious as possible). Also, include effective clear-to-action with proper placements. Don’t forget to also display clients’ testimonies, client’s logos, awards/accolades, and affiliations properly. They are really important for B2B websites.
- Aesthetically pleasing: yes, we do judge our books from their covers. Close to 40% of B2B buyers admitted to leaving a website due to poor design and/or navigation. It’s especially important to be clear about what your company is, what you do, and what you sell.
In short, make sure your website is performing well in both aesthetics and technical performance. Even just one bad experience on a website can make most users less likely to revisit this site.
2. Effective B2B Content Marketing
Content marketing is obviously very important nowadays both in B2C and B2B marketing, and today content can come in many different forms and mediums from blog posts, social media posts, YouTube videos, live streaming videos, podcasts, and more.
Content marketing is very important because as we have discussed, more and more buyers are relying on online content to make their purchase decisions. 91% of B2B marketers are doing content marketing, and close to 80% of B2B buyers have admitted that content quality significantly influences their buying decisions.
So, how should B2B businesses approach their content marketing? Which types of content should they develop?
There are no one-size-fits-all answers for these questions, and ultimately how you should approach your content would depend on your target audience’s behaviors and preferences. Here are some of the content forms you can consider:
- Blog posts:
Blog posts, articles, and other similar forms of textual content are very useful in the awareness building/demand generation stage.
The idea here is to provide content that tackles your target audience’s needs and problems, which should be related to the problems your product or service solves. Your content should show customers that you understand their needs and pain points and that your brand can be a potential solution for this problem.
Your blog shouldn’t only focus on promoting your product or service but to provide your readers with actionable, informative tips.
- Social media posts:
Social media is where our audience is nowadays (yes, even B2B audience), and it would only make sense that we should have powerful, engaging content on social media platforms. We will discuss this more on the social media marketing section further below.
- Video content and live streaming
We all know how big video marketing is nowadays, and it is also one of the most important formats in influencer marketing nowadays. Videos—in a B2B environment—allow businesses to offer in-depth tutorials and demos of your products, and are also a great medium to promote a product launch.
Live streams are also a very effective medium to engage your audience. You can, for example, create a behind-the-scenes content about your team or your product/service.
Podcasts are getting bigger in recent years, and can be a very effective medium to establish your credibility/thought leadership in your niche.
The key takeaway is to define your target audience, understand their behavior, pain points, and needs, and produce content to cater to these needs.
3. Social Media Marketing
As discussed, social media is an effective platform to engage your audience, since it’s simply where the audiences are.
We can divide social media marketing into two different types: organic and paid. Organic effort is building your own followers and posting your own social media content. Paid efforts, on the other hand, are about using the platform’s paid options (advertising, LinkedIn’s Sponsored Post, etc. ) to reach more audience.
The key here is finding the balance between both. Organic social media efforts are obviously more affordable and can be totally free, but it would take more time to build your audience. Paid efforts, on the other hand, would save time, but can be very expensive.
So, it is actually the case of finding the balance between time and cost.
4. Influencer Marketing
Influencer marketing used to be a channel that is almost exclusively B2C. However, in the past couple of years or so, many B2B businesses now adopt influencer marketing in their strategies with varying successes.
Even in the B2B environment, people are more likely to purchase products based on the recommendations of their peers, and this is why when a trusted influencer in the niche promotes your product/service, it can be very effective.
Influencers in the B2B influencer marketing offer:
- Their authority and followers. They can help you promote your existing content and help make your brand more visible to their followers.
- A different point of view than your brands’ which can help you in targeting your audience as well as reaching a new audience.
- Authentic professional credibility that can otherwise take you years to build. This can help provide answers to the pain points of your target audience.
Although B2B lead generation is difficult, that’s not saying it’s an impossible game. With the right SaaS lead generation strategy, we can generate more leads and open up tons of new opportunities. It’s very important to remember that in B2B lead generation, lead quality is often more valuable than quantity, and we should always aim in getting higher-quality leads with each effort.
About the Author
Mike Khorev is an SEO consultant who helps SaaS, software, IT, technology, B2B and startup companies generate more sales and grow revenue online. He offers expert advice on marketing your company the right way through performance-based SEO, inbound marketing, conversion rate optimization, search engine marketing and many other online practices