Standing out as a SaaS company in 2024’s saturated market requires a blend of creativity, strategy, and a touch of inspiration.
Here are 10 proven SaaS lead generation strategies to elevate your business this year.
What is B2B SaaS Lead Generation?
B2B SaaS lead generation is the process of attracting and converting prospects into potential buyers for software as a service (SaaS) products.
It involves nurturing your leads by capturing their attention through strategies like content marketing and email marketing until they become paying customers.
What Makes SaaS Lead Generation Different?
SaaS lead generation focuses on selling subscription-based software, requiring a deep understanding of customer pain points, continuous engagement, and a longer sales cycle. The goal is not just to make a sale but to foster ongoing relationships.
What Are the Different Categories of SaaS Lead Generation?
Information Qualified Leads (IQLs)
Located at the top of the top-of-the-funnel. IQLs are considered cold leads as they are usually in the Awareness stage.
They usually hand over their email in exchange for lead magnets such as ebooks or newsletter subscriptions.
Marketing Qualified Leads (MQLs)
Located at the middle-of-the-funnel. MQLs are considered warm because they are most likely to make a purchase, however, they aren’t as ready as SQLs.
They are located in the Decision stage and express their interest by downloading multiple resources, attending to webinars, or signing up for specific email lists.
Sales Qualified Leads (SQLs)
Located at the bottom-of-the-funnel. SQLs are also known as hot leads because they are in the Decision stage – which means they are more likely to make a decision.
These are the ones who have reached out for a SaaS demo booking or signed up for a trial.
Top 10 SaaS Lead Generation Strategies for 2024
1. Optimize Your Website for Lead Generation
Your website is your digital storefront. Ensure it’s optimized to convert visitors into leads by:
- Creating Compelling CTAs: Place clear, persuasive calls to action (CTAs) throughout your site. Depending on your goal, the most commonly used by SaaS companies are “Book a Demo”, “Schedule a Consultation”, or “Sign Up for a Trial”.
- Optimizing it for mobile: As of May 2024, 60.8% of webpage visits come from mobile devices, so make sure your website is responsive to different screen sizes and loads quickly.
- Implementing SEO: Identify the keywords relevant to your SaaS solution, and create content that addresses your prospects’ queries related to the challenges they face.
2. Create High-Quality Content
Content marketing remains a cornerstone of lead generation to build trust among your prospects, and position your SaaS brand as a go-to solution within your niche.
Focus on:
- Blog Posts and Articles: Publish in-depth articles that solve doubts or problems for your target audience.
- Ebooks and Whitepapers: Offer comprehensive guides that make your prospects’ day-to-day tasks easier.
- Videos and Webinars: Create video content and live webinars to educate and attract leads on a common challenge faced by them, or the best practices in their industry.
3. Use Gated Content to Incentivise People to Promote Brand on LinkedIn
LinkedIn is the leading social media platform for B2B marketing due to its business-focused nature, which makes it the best social network to make your SaaS solution visible.
The thing with LinkedIn is that using their ads can eat up your budget, as the average ad cost per 1000 impressions ranges between $5.01-$8.00.
So what if there could be a way to make people share your content organically
Upto11 lets you offer rewards that visitors unlock by sharing your content on LinkedIn, boosting your brand’s visibility and credibility in your niche.
4. Use Email Marketing Effectively
Email marketing is a powerful strategy when done right. Ensure your campaigns:
- Segment Your Audience: Group leads based on their behaviour and preferences for more targeted messaging.
- Personalize Messages: Tailor emails based on the recipient’s industry, job role, or previous interactions with your content.
- Include Interactive Elements: Include surveys or polls to gather feedback, attach gifs, or integrate quizzes that provide personalized recommendations based on the user’s responses.
5. Host Webinars or Live Workshops
Webinars help SaaS companies to engage with potential customers, showcase product features, and establish thought leadership.
Here are some tips to stand out and leave a lasting impression:
- Make It Interactive – Integrate live polls and Q&A sessions, live demos, walk-throughs, and address specific challenges faced by attendees in real-time.
- Bring Industry Experts – Invite industry experts or influential figures to co-host your webinar to lend credibility and attract a larger audience.
- Follow-Up with Value – After the webinar, send personalized follow-up emails with additional resources, recordings, and answers to any questions that were not addressed during the session.
6. Offer Free Trials and Demos
Free trials are a must for SaaS companies to attract and convert potential leads. They can provide prospects with a firsthand experience of your product’s value, ultimately driving conversions and customer loyalty.
Here are some tips on how to offer them effectively:
- Simplify the Sign-Up Process: Ask for only the essential information (name, email) to reduce friction and encourage more sign-ups, or allow them to sign up using their social accounts.
- Offer a Guided Tour: Guide new users through the key features of your product, and provide contextual help with tooltips and pop-ups to ensure users understand how to use it.
- Provide Excellent Support: Offer live chat support or an accessible help desk during the trial period to assist users with any questions or issues, and create a comprehensive knowledge base with tutorials, FAQs, and guides to help users navigate your product.
7. Utilize Social Proof
When prospects see that others have successfully used and benefited from your product, they are more likely to consider it for themselves.
- Customer Testimonials: Use quotes that highlight specific benefits and results, and include videos next to them – they add a personal touch and can be more persuasive.
- Case Studies: Detail how your product solved specific problems for customers, or how your product can be applied in various contexts
- User Reviews: Encourage satisfied customers to leave reviews on third-party platforms like G2, Capterra, or Clutch.co
8. Build Co-Marketing Partnerships
By collaborating with complementary SaaS solutions, you can tap into new audiences and create mutually beneficial marketing campaigns.
- Choose the Right Partner – Select partners that target a similar audience demographic, and offer products or services complementary to yours. This increases the likelihood that their audience will be interested in your offering.
- Set Clear Goals and Expectations – Agree on key performance indicators (KPIs) and metrics to measure the success and outline the responsibilities of each partner to ensure smooth collaboration and execution.
- Develop Joint Content – Create co-branded content such as ebooks, whitepapers, case studies, or infographics; guest posts for each other’s blogs, or host joint webinars, workshops, or live events.
- Leverage Each Other’s Channels – Promote co-marketing content through both companies’ email newsletters, or sharing on each other’s social media platforms.
9. Create a Strong Referral Program
When happy customers recommend your product to others, it not only brings in qualified leads but also enhances your brand’s credibility.
Here are some tips to create and optimize referral programs that work:
- Offer Attractive Incentives: Provide rewards that your customers value, such as discounts, free months of service, or monetary rewards. The more appealing the incentive, the more likely they are to refer others.
- Simplify the Process: Provide various ways for customers to share their referral links, including email, social media, and direct messaging.
- Ensure transparency: Clearly explain the terms and conditions of the referral program, including how referrals are tracked and when rewards are given, and allow users to see the status of their referrals and rewards.
- Personalize Referral Links – Allow users to personalize their referral messages to make them more genuine and effective.
10. Participate in Industry Events
Participating in industry events can be a game-changer for SaaS companies — They provide a unique platform to demonstrate your product, gather market insights, and build lasting relationships with potential customers.
- Attend Conferences and Trade Shows: Secure a speaking slot to present a case study demonstrating your product’s success, or participate in or host workshops and panel discussions to share your expertise.
- Community and Non-Profit Events: Participate in or sponsor community and non-profit events that align with your company’s values and mission, or engage in activities, such as organizing charity runs, workshops, or volunteer opportunities.
SaaS Lead Generation Essential Tools
Effective lead generation is critical for SaaS companies, and leveraging the right tools can make a significant difference in your efforts.
| Tool | Description | Features |
|---|---|---|
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Upto11 is a gated content tool that allows you to offer rewards that visitors unlock by sharing your content on LinkedIn. |
- <10 minute campaign creation
- Unlimited users
- 100% verified content sharing
- Allows you to gate custom rewards
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- Marketing Automation to nurture leads
- CRM for tracking interactions and managing leads
- Lead Scoring to prioritize high-quality leads |
HubSpot is an all-in-one marketing, sales, and service platform designed to help you grow your business by attracting visitors, converting leads, and closing customers. |
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OptinMonster is a powerful lead-generation tool that helps you create high-converting opt-in forms and pop-ups to capture leads. |
- Exit-Intent Technology to capture abandoning visitors.
- A/B Testing to optimize forms and pop-ups.
- Integration with major email marketing and CRM platforms. |
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Drift is a conversational marketing platform that uses live chat and AI to engage with website visitors and convert them into leads. |
- Conversational Bots to automate lead capture.
- Live Chat for real-time communication.
- Email Sequences for nurturing leads.
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Pardot is a B2B marketing automation tool by Salesforce that helps you generate and manage leads through email marketing, lead scoring, and nurturing. |
- Lead Scoring and Grading to prioritize leads.
- Automated Email Campaigns to nurture prospects.
- ROI Reporting to track campaign performance. |
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Leadfeeder identifies companies visiting your website and provides information on how they found you and what they’re interested in. |
- Website Visitor Tracking to identify anonymous visitors.
- Lead Scoring based on visitor behavior.
- CRM Integration to manage leads effectively. |
How to Choose the Best SaaS Lead Generation Strategies
Choosing the best SaaS lead generation strategies requires a careful assessment of your target audience, business goals, and available resources.
- Understand your audience – Define detailed buyer personas, including their pain points, needs, and behaviour patterns. Use your existing customer data to understand who they are, where they come from, and why they chose your product.
- Set clear, measurable goals – Establish what you want to achieve with your lead generation efforts, such as increasing website traffic, boosting demo sign-ups, or improving conversion rates.
- Evaluate Your Resources – Assess your marketing budget, and consider your team’s capabilities and the tools at your disposal to support your chosen strategies, such as CRM systems, email marketing platforms, or analytics tools.
- Test and Iterate – Test and analyze the performance of different tactics, start with small-scale pilot programs to test different strategies and measure their effectiveness before scaling up.
Tips on SaaS Lead Scoring
Lead scoring is a vital process for SaaS companies to prioritize leads and allocate resources effectively. By assigning values to leads based on their behaviour and demographics, you can focus on the most promising prospects.
1. Define Your Ideal Customer Profile (ICP)
- Identify Key Attributes: Determine the characteristics that define your ideal customers, such as industry, company size, job role, and geographic location.
- Behavioural Traits: Identify the behaviours that indicate a high level of interest, such as website visits, content downloads, and demo requests.
2. Set Up a Scoring Model
- Assign Point Values: Assign point values to different lead attributes and behaviours. For example, a visit to your pricing page might score higher than a visit to a blog post.
- Positive and Negative Scores: Include both positive and negative scoring. Deduct points for behaviours that indicate a lack of interest, such as unsubscribing from your newsletter or not engaging with follow-up emails.
3. Use Demographic and Firmographic Data
- Demographic Scoring: Score leads based on individual attributes like job title, role, and seniority. Leads that match your ICP should receive higher scores.
- Firmographic Scoring: Use company attributes such as industry, company size, and revenue. Ensure the companies fit your target market.
4. Incorporate Behavioral Data
- Engagement Activities: Score leads based on their engagement with your marketing activities. Higher scores should be given for actions like attending webinars, downloading whitepapers, and frequent website visits.
- Content Interaction: Track and score the types of content leads interact with. Educational and product-focused content interactions often indicate a higher intent to purchase.
5. Use Explicit and Implicit Scoring
- Engagement Activities: Score leads based on their engagement with your marketing activities. Higher scores should be given for actions like attending webinars, downloading whitepapers, and frequent website visits.
- Content Interaction: Track and score the types of content leads interact with. Educational and product-focused content interactions often indicate a higher intent to purchase.
Conclusion
| Criteria | Description | Score | Notes |
|---|---|---|---|
| Demographic/Firmographic | |||
| Job Title | CEO/ CTO/ VP | +20 | High-level decision makers |
| Job Title | Manager/ Director | +10 | Mid-level management |
| Job Title | Intern/ Junior | -10 | Low decision-making power |
| Job Title | Intern/ Junior | -10 | Low decision-making power |
| Company Size | 500+ employees | +15 | Large company / higher potential value |
| Company Size | 50-499 employees | +10 | Mid-sized company |
| Company Size | <50 employees | +5 | Small company |
| Industry | Target Industry (e.g. Tech / Finance) | +20 | High-relevance industry |
| Industry | Non-Target Industry | -10 | Low-relevance industry |
| Location | Within Target Region | +10 | Geographically relevant |
| Location | Outside Target Region | -5 | Less geographically relevant |
| Behavioral | |||
| Website Visit Frequency | Visited 5+ times | +15 | High engagement |
| Website Visit Frequency | Visited 2-4 times | +10 | Moderate engagement |
| Website Visit Frequency | Visited 1 time | +5 | Low engagement |
| Content Downloads | Downloaded Whitepaper | +10 | Indicates interest in detailed information |
| Content Downloads | Downloaded Case Study | +15 | High-value content download |
| Email Engagement | Opened Email | +5 | Shows initial interest |
| Email Engagement | Clicked Link in Email | +10 | Stronger interest |
| Email Engagement | Unsubscribed | -20 | Indicates lack of interest |
| Event Participation | Attended Webinar | +15 | High engagement |
| Event Participation | Registered but Did Not Attend | +5 | Moderate interest |
| Form Submissions | Filled Contact Form | +20 | Indicates direct interest |
| Form Submissions | Filled Demo Request Form | +25 | High intent to purchase |
| Social Media Engagement | Engaged with Social Media Post | +5 | Shows interest |
| Negative Behavior | No Response to Outreach | -10 | Low engagement |
| Negative Behavior | Browsed Career Page Only | -5 | Indicates job-seeking rather than buying interest |
With these 10 strategies, you’re equipped to boost your SaaS lead generation in 2024. Remember, the key is to blend creativity with data-driven tactics to capture and nurture high-quality leads.
Start implementing these strategies today and watch your leads grow exponentially.
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How to generate leads for SaaS?
To generate leads for SaaS, focus on creating valuable content, leveraging social media, optimizing your website, and using tools like Upto11 to incentivize content sharing.
Implementing targeted email campaigns and offering free trials can also attract and convert potential leads.
What are the best SaaS lead generation tools?
Some of the best tools for SaaS lead generation include Upto11 for content sharing incentives, HubSpot for comprehensive marketing automation, Mailchimp for email marketing, LinkedIn Sales Navigator for targeted outreach, and Google Analytics for performance tracking.
How to promote my own website blog for lead generation?
Promote your website blog by optimizing for SEO, sharing content on social media, witengaging h your audience, and using gated content to capture leads. Tools like Upto11 can help by incentivizing visitors to share your content on LinkedIn.
How do we generate B2B leads with content marketing?
Generate B2B leads with content marketing by producing high-quality, valuable content that addresses the pain points of your target audience. Use blogs, ebooks, webinars, and case studies, and distribute this content through SEO, social media, and email marketing.
How can a SaaS startup get marketing-qualified leads?
A SaaS startup can get marketing qualified leads by creating targeted content, using social media for promotion, leveraging email marketing, and implementing lead scoring systems. Offering free trials and demos can also attract qualified leads.
How should you use LinkedIn for lead generation?
Use LinkedIn for lead generation by sharing valuable content, engaging with industry groups, connecting with potential leads, and running targeted LinkedIn ads. Tools like Upto11 can enhance this by encouraging content sharing and increasing visibility.
Lineth Jimenez
Lineth Jimenez is an SEO product manager with 6 years of experience in marketing, specializing in SaaS industries. She also coaches Instagram content creators, helping them build their community organically.