13 B2B SaaS Lead Generation Strategies You Must Know

Unlocking successful B2B SaaS lead generation strategies is the key to accelerating your business growth. Effective lead generation strategies help businesses identify and attract potential customers, ultimately converting them into valuable clients.

The article will explore your top strategies to generate better leads, expand your customer base, increase engagement, and boost your sales pipeline. We'll share actionable insights and practical steps to achieve your lead generation objectives.

So, if you're ready to take your B2B SaaS lead generation efforts to the next level, let's explore the top strategies.  

The SaaS Lead Generation Process

Lead generation is a crucial aspect of driving your SaaS business growth. By implementing effective strategies, you can attract potential sales leads, nurture their interest, and ultimately convert them into loyal customers. Thus, you need to know the steps for lead generation for SaaS.

Broadly there are 4 phases. These are:

Phase 1: Lead Identification and Discovery

During the discovery phase, you aim to identify and capture the attention of your target audience and make them aware of your brand. It is the first step to finding your sales qualified leads (SQLs). You can achieve this through the following:

• Content Marketing
• Cold Emailing
• Cold Calling
• LinkedIn Outreach and Ads
• Other Lead Generation Channels

Phase 2: Lead Capture and Consideration

• Encouraging clicks by offering compelling Call-to-Actions (CTAs) that direct them to landing pages, contact forms, or other conversion points
• Seeking their feedback and responding to queries so that they consider your brand
• Using advertisements that address their pain points

Phase 3: Lead Conversion and Nurturing

In B2B, finding sales opportunities includes prospects sharing their contact, signing up, or purchasing your product which is lead conversion.

Thus, you must collect valuable contact information from your prospects. Offer something of value that can add to the information you have to nurture them. You can use tools such as:

• Whitepaper
• eBook
• Exclusive content

For nurturing your leads, try the following tips:

• Regularly provide them with relevant and valuable content.
• Share personalized emails.
• Develop and promote some targeted offers.
• Use marketing automation for a timely response.

Phase 4: Lead Qualification and Opportunity

After obtaining contact information, determine who are your marketing qualified leads (MQLs) and SQLs and figure out the sales opportunities accordingly. It helps to build a relationship with them. To qualify the leads, you need to:

• Categorize your leads based on their level of interest, engagement, and fit with your ideal customer profile.
• Assign a numerical value or rating to each lead based on their potential to convert into a customer. Consider their demographics, behavior, and interaction with your brand.
• Determine which leads should receive immediate attention based on their score, level of engagement, or specific criteria you've set.

For an effective lead qualification we recommend you to apply sales lead qualification frameworks (MEDDIC vs BANT vs  CHAMP). 

How to Generate B2B SaaS Leads

You need effective lead generation strategies to succeed in the competitive B2B SaaS market. So, here are the top B2B SaaS lead generation strategies that you should be aware of:

1. Referral Marketing

Referral marketing encourages and incentivizes satisfied customers to refer your SaaS solution to their networks. 
In fact, word-of-mouth plays a significant role in shaping the purchasing decisions of B2B buyers, with a substantial 91% being influenced by this form of recommendation and referral.

By leveraging their trust and advocacy, you can attract sales opportunities and boost your conversion rates. Here are actionable points to implement in this strategy:

• Offer exclusive rewards or discounts for successful referrals.
• Create compelling referral content and easy-to-share assets.
• Cultivate strong relationships with your customers to boost referral rates.
• Implement personalized referral links, landing pages, and a robust tracking system to maximize your referral potential.

Example:

If you run a project management SaaS platform, you can encourage your existing customers to refer their peers by offering them a free monthly subscription for each successful referral. This rewards your customers and helps you expand your user base through word-of-mouth recommendations.

Here are a few popular SaaS company referral programs to inspire you:

• Evernote

The referral program of Evernote operates on a points system designed to enhance the acquisition of new referrals. When you successfully refer someone for the first three times, you are awarded 10 points for each referral. These 10 points hold the value of three months of Evernote Premium. Furthermore, if you refer to individual upgrades to Premium, you receive an additional five points.

• Trello

Trello's referral program follows a straightforward cumulative structure: Each time you refer a friend who signs up, you receive a complimentary month of Trello Gold. You have the opportunity to refer a maximum of twelve friends, which adds up to an entire year of Trello Gold.

• Notion

The objective of the Notion referral program is to accumulate credits that can fully offset the expenses of a paid Notion plan. By inviting individuals to sign up through your exclusive referral link, you earn a credit of $5, while the referred person receives a credit of $10 towards a paid Notion plan.

2. LinkedIn Groups And Ads 

LinkedIn Groups and Ads provide a platform to connect with your product fit lead in a professional setting. It allows you to engage in relevant conversations and promote your SaaS solution effectively. Here are actionable points to leverage this strategy:

• Be an active participant in industry-specific LinkedIn groups.
• Share valuable insights, thought leadership content, and case studies.
• Craft compelling ad campaigns that target your ideal buyer personas.
• Utilize LinkedIn's targeting options to reach the right audience with your ads.

3. Webinars

Webinars are interactive online events that allow you to educate and engage your audience. Here, you can showcase your SaaS solution. It is an effective lead generation tool that establishes your expertise. Here's how to host successful webinars:

• Select topics that resonate with your target audience's challenges.
• Promote your webinars through email marketing, social media, and industry partnerships.
• Provide valuable and actionable insights during the webinar.
• Follow up with attendees by providing additional resources and personalized offers.

Example: Suppose you own a marketing automation SaaS tool and host webinars on topics like "Scaling Your Email Marketing Campaigns for Maximum ROI." Provide actionable strategies, demonstrate your software's capabilities, and offer exclusive discounts to attendees to convert them into potential customers.

4. Thought Leadership Articles 

Thought leadership articles position you as an industry expert and help build credibility for your SaaS business. You can engage your target audience by sharing valuable insights and practical tips. Here are tips to effectively do it:

• Identify industry-leading websites that accept guest contributions.
• Offer unique perspectives and actionable strategies in your articles.
• Leverage social media platforms to promote your thought leadership content.
• Engage with your audience by responding to comments and initiating conversations.

For example, sharing your industry's trends, updates, and predictions is one great way. Say you work in the cyber security domain; you can share articles on cyber threats and security aspects to ensure you keep your prospects informed. Thus, you can easily establish yourself as a thought leader by sharing the latest and most updated info.

5. Free Trial Offers

Offering a free trial allows potential customers to experience your SaaS solution firsthand, increasing their likelihood of conversion. Here are tips to optimize your free trial and generate B2B SaaS demand and sales opportunities for your business:

• Keep the trial period long enough for users to fully explore the features.
• Provide clear onboarding guidance and support.
• Showcase the value and benefits of your SaaS solution.
• Implement in-app notifications and personalized emails to encourage conversion.

Suppose you offer a project management SaaS tool, and offer a 14-day free trial with full access to all features. Provide a guided tour and personalized onboarding support to help users get the most out of the trial.

6. Online Communities and Forums

Engaging with online communities and forums related to your SaaS industry effectively reaches product fir leads and generates customers. Further, you can establish your expertise and build trust by actively participating in discussions and providing valuable insights. Here's how to make the most of online communities and forums:

• Identify relevant communities and forums where your target audience is active.
• Create a strong profile highlighting your expertise and a link to your website.
• Participate in discussions by sharing valuable insights, answering questions, and offering solutions.
• Engage in conversations and build relationships with potential customers.
• Avoid spamming or overtly promoting your product, focusing instead on adding value to the community.

7. Targeted Landing Pages

Targeted landing pages are customized web pages designed to cater to specific segments of your audience. You can offer tailored messaging and compelling CTAs. So, let's see how you can leverage targeted landing pages:

• Identify different audience segments or marketing campaigns that require specific messaging.
• Create dedicated landing pages for each segment with content that resonates with their needs.
• Customize visuals, copy, and CTAs to engage and convert visitors.
• Test and optimize your landing pages to improve conversion rates and maximize results.

8. Case Studies Shares 

Sharing case studies allows you to demonstrate your SaaS solution's real-world value and benefits to potential customers. It provides social proof and builds trust in your offering. Here's how to effectively leverage case studies:

• Select compelling and relevant case studies highlighting your SaaS solution's success.
• Present the problem faced by the customer, the solution implemented, and the achieved results.
• Use engaging formats like written articles, videos, or infographics to showcase the case studies.
• Promote case studies through your website, social media channels, and email marketing campaigns.

9. Account-Based Marketing (ABM)

ABM is a targeted marketing approach focusing on individual accounts or companies rather than broad audience segments. By personalizing campaigns and messaging, an effective SaaS ABM strategy can help SaaS companies effectively engage high-value prospects. Here's how to leverage ABM:

• Identify product fit leads or accounts and create personalized marketing campaigns for each lead/account.
• Research and understand the specific pain points and challenges of the target accounts.
• Develop tailored content and messaging that resonates with the account's needs.
• Utilize targeted advertising, personalized emails, and one-to-one outreach to engage with decision-makers.

10. SaaS Company Complimentary Partnerships

It involves collaborating with non-competing SaaS companies targeting a similar audience. By partnering and cross-promoting each other's products, SaaS companies can expand their reach and provide added value to their customers. Here's how to leverage complementary partnerships:

• Identify non-competing SaaS companies targeting a similar audience.
• Establish partnerships to offer joint promotions or bundled solutions to shared customers.
• Cross-promote each other's products through blog posts, social media, and email marketing.
• Leverage the partnership to expand your reach and tap into each other's customer base.

Let's illustrate: You can offer a joint promotion where customers who sign up for one solution receive a discount on the other. This partnership allows both of you to offer a more comprehensive solution and reach a wider range of potential customers.

11. Podcasts and Webcasts

These types of media provide platforms for SaaS companies to share valuable insights, industry trends, and thought leadership. They help in effectively reaching and engaging your target audience. Here's how to leverage this them:

• Host or participate in industry-specific podcasts and webcasts.
• Share valuable insights, industry trends, and best practices.
• Showcase your expertise and establish thought leadership.
• Include a call-to-action in each episode or session to direct listeners/viewers to learn more about your SaaS solution.

12. Industry-specific Conferences

Industry-specific conferences and trade shows provide valuable opportunities for SaaS companies to connect with professionals and potential customers. SaaS companies can showcase their expertise and generate leads by attending and actively participating in these events. Here's how to leverage industry-specific conferences:

• Attend and participate in conferences and trade shows relevant to your SaaS industry.
• Network with industry professionals and potential customers.
• Deliver informative presentations or host workshops to showcase your expertise.
• Collect leads and follow up with personalized post-conference communication.

Say, you offer a customer support ticketing SaaS solution and exhibit at a customer service industry conference. Demonstrate your solution's features, provide live product demos, and engage with attendees to understand their pain points. Your conference presence will help you generate leads and establish brand recognition in the customer service industry.

13. Content Syndication and Guest Blogging

Content syndication involves distributing your content on external platforms to reach a wider audience. In contrast, guest blogging allows you to contribute articles to other industry-related blogs. Here's how you can leverage content syndication and guest blogging:

• Identify reputable industry blogs, publications, and content syndication platforms to share your content.
• Adapt your existing blog posts or create new content tailored to the platform's audience and guidelines.
• Include a bio or author box with links to your website or relevant landing pages.
• Engage with readers and respond to comments to build relationships and establish credibility.

Bonus Strategy - Product-Led Growth (PLG)

Product-Led Growth (PLG) is a SaaS-centric strategy that places a strong emphasis on leveraging the product itself to drive growth and attract customers. The key objective is to develop an intuitive and user-friendly product that delivers immediate value, thereby encouraging rapid adoption and SaaS customer acquisition. 

Here’s how you can effectively leverage PLG: 

• Adopt a product-centric approach by building a user-friendly, self-serve product that delivers value independently.
• Implement a free or freemium model to allow users to experience core functionalities at no cost and understand the product's value before purchasing.
• Incorporate virality and network effects through referral programs, social sharing options, and collaborative functionalities.
• Provide self-service onboarding and education resources, tutorials, and documentation for users to easily onboard themselves and unlock the product's full potential.
• Prioritize customer success by offering personalized support, proactive communication, and value-added features to drive satisfaction, retention, and expansion.

Ready to Implement SaaS Lead Generation Strategy?

B2B SaaS lead generation strategies are essential for driving business growth. You can effectively generate SQLs and boost conversions by implementing tactics such as offering free trials, engaging in online communities, utilizing targeted landing pages, and engaging in content syndication and guest blogging.

Consider partnering with a trusted B2B SaaS lead generation agency like Revnew to further enhance your lead generation efforts. Specializing in utilizing SaaS outbound tactics to generate high-quality leads for clients, our expertise and experience can significantly contribute to the success of your lead-generation campaigns.