Lead Generation For SaaS B2B Companies

Lead generation for SaaS B2B companies is an essential step, one for one to get known but also and above all to acquire a maximum of business opportunity.

Whether internal or outsourced, the marketing and sales department should always ensure that its promotional operations are adapted in order to target the right audiences.

Although it may seem simple, finding potential B2B customers requires a certain organization and commercial know-how. In this article, we would like to share with you the best practices in order to succeed in your prospecting but also in order to improve the performance of your SaaS business.


  1. Define your message
  2. Quality of leads for B2B SaaS companies
  3. The choice of its acquisition channel
  4. SaaS B2B lead generation with content marketing
  5. Paid advertising to have more targeted visitors
  6. Lead nurturing and follow-up
  7. Test and measure the performance of lead generation campaigns

1. Define your message and you ICP

Before embarking on a marketing campaign to generate your first leads, it is essential that your message and your proposition value be clearly defined. Very often startups offering SaaS solutions throw themselves into prospecting without being certain of their message.

Even if your solution or software offers a multitude of services, it is important to work on its message and branding. Highlighting separately the problems that users will be able to solve with your solution, will save you a lot of time and save you from spending astronomical sums on your paid campaigns.

Your proposition value and the message around your “bread point” must be clear on all your communication media, whether on your site, on your landing page, or on your advertising banners. Your entire acquisition tunnel should always convey the same message.

By using an ambiguous message you will face several problems;

  • Campaigns that do not take off
  • Imprecise targeting
  • High costs with a little conversion
  • Poorly qualified beads

In all cases the most restrictive will remain the quality of your leads because if you use an incorrect or vague message, which does not really reflect your services, you will end up collecting very poorly qualified leads, considerably deteriorating your overall performance.

2. Quality of leads for B2B SaaS companies

We saw earlier in the article that the choice of his message had a crucial impact on his campaigns and on the quality of the leads collected. By communicating with the wrong formulas you will only recover incorrectly targeted prospects.

Working with a base of poor quality or poorly qualified leads will not help you in your prospecting. Quite often you will spend your time refreshing your data in order to clean up all the contacts that you have recovered and giving you no commercial results.

The worst part, very often, is the weight and the volume of work that it can present. Indeed, the multitude of poor quality leads will disrupt your statistics while delivering very little performance. All the follow-ups that you put in place will do nothing and your lead nurturing will only be a waste of time and money.

As you can see, it is better to aim for quality rather than quantity or volume of leads, especially in a B2B approach. Keep in mind that a potential customer, uninformed about your product, will certainly not make any purchasing decisions.

3. The choice of its acquisition channel

Once you have defined your message and your position value, it is high time to go to the next step, the choice of its acquisition channel (s). Whether you use paid marketing or content marketing it’s all good to take and test.

Before you start spending you will have to work on your different messages, which you will communicate on the platforms. Whether it’s on your own blog, on your Facebook page, or through a video on Youtube, everything must be done in a thoughtful way.

There is no shortage of marketing channels, however, they do not all offer the same benefits or the same audiences. Advertising platforms like Tiktok or Snapchat for example will not be really suitable for B2B.

Then think about building your strategy around a traditional conversion tunnel. Where you will have at the beginning the construction of its notoriety to finish towards a final action, whether it is a purchase, signup, or even a demo of your SaaS solution.

For example, A visitor who does not know your brand will be very reactive to your product offer, conversely, a visitor who has had interactions with your company will be more open. It’s up to you to adapt your different platforms and campaigns.

4. Generating SaaS B2B leads with content marketing

Content marketing and SEO (Search Engine Optimization) are the most coveted methods by SaaS companies for lead generation. Some companies spend nothing on paid marketing but only focus on creating quality content.

The advantages of working with such an approach are manifold. You will build on the one hand your authority work your organic potential on the search engines. Suddenly visitors looking for information can find your content and all your advice, making you an expert on the subject.

We are more or less in what is called Inbound Marketing where the potential customer comes to you without you having to prospect or spend on paid advertising. The big advantage also is that the quality of the leads coming through this means often leads that convert better.

However, even if it may seem simple, SEO and content marketing require expertise in several areas. Add to this the fact that it will take you several months to reap the rewards of your work because you do not expect to be positioned on the first page of the search engines after having just published an article.

5. Paid advertising to have more targeted visitors

In addition to the acquisition channel based on content marketing, you have paid marketing better known as PPC (Pay Per Click) or SEM (Search Engine Marketing) or SEA (Search Engine Advertising).

The choice of your marketing strategy will depend on your industry. If you are essentially working on a SaaS B2B lead generation campaign and want to increase the number of demos, platforms like Facebook, Google, Twitter, Linkedin will probably be your best allies.

Be aware that the targeting and retargeting options will be more or less different on each platform. For example, Facebook Ads offer solutions that are directly adapted to lead generation but also to the optimization of mobile application installations. The costs, in general, are lower than those observed on Linkedin or Google Ads.

Here is a description of each of the advertising platforms that you may use:

Facebook ads: === Lead generation with Facebook is essential ===. The advertising platform still offers an incredible number of tools to configure your campaigns effectively. Their targeting and retargeting options are still far from the best performing. In terms of price, although it is constantly changing, costs are lower than on other platforms

The Google advertising platform (Google Ads): Google has a fairly large display network. But what interests us in terms of the lead acquisition are the YouTube advertising videos, the search engine display ads (Google Search Ads), and the banner ads (GDN). The acquisition costs are higher than on Facebook but the leads are much better targeted.

Lead generation with Linkedin: Unquestionably the best platform for B2B. Linkedin is starting to offer real marketing solutions, in particular with its tracking system (Tag Insight). The quality of the leads is interesting but the cost per lead (CPL) can reach astronomical sums.

The Twitter marketing platform: To work on your reputation and your audience, Twitter is a good platform, offering you the possibility of sharing your content on a large scale. Unfortunately, Twitter is more suited to small businesses wishing to get noticed. We are here rather at the top of the conversion funnel.

It is important to test what works best for you. Each SaaS company does not offer the same offers and does not always have the same type of client. In any case, remember to respect your conversion tunnel as well.

6. Lead nurturing and follow-up

To put it simply, nurturing or in French the breeding of leads, consists of building a relationship over the medium to long term with a potential client. As we said above, a visitor who does not know you or who has only a vague idea of ​​your SaaS solution will not take the risk of engaging with you, at least not for the moment.

The concept of nurturing, in the end, is quite simple once you have recovered the contact of a lead, this lead will logically be found in your CRM and in your conversion funnel. Then thanks to an autoresponder, delivering an email sequence, you will be able to gradually educate your lead, with content, in order to prepare it for purchase.

According to the Marketo site on lead nurturing:

  • Almost 50% of leads are not yet in the purchasing phase
  • Almost 80% of new prospects never buy
  • Companies that excel in the field of lead nurturing generate 50% more leads ready for sale at a lower cost of 33%.
  • Efficiently worked leads go easier to buy with a 47% improvement in conversions compared to uneducated leads

Never rush the sale because you risk losing a qualified prospect forever. It is easier to work and convert a lead during your nurturing than to set out to conquer new leads.

It is also important to know when you should deliver this or that content to your lead. All interaction between your emails and your contacts will have to be measured in order to optimize the sequence of your emails and their content.

The opening rate, the rate of clicks on a link, the time spent reading an article or seeing a video, all its information must be taken into consideration to ensure better conversions.

7. Test and measure the performance of lead generation campaigns

Measuring each performance and having the right KPIs is crucial for a company offering SaaS software, without that you risk going blindly without ever knowing if your ROI is profitable or not at all.

In lead generation, for example, we know that it is important to track the number of conversions, whether it be when a visitor fills out a contact form and leaves their contact details or even a lead who ultimately wishes to have a demo, and finally a lead who goes to buy.

We call it the Customer Journey. Not every process will be the same for all SaaS companies or startups. This is why you must cut out the entire route and track each of these stages as best as possible.

It is by carefully observing the performance of these steps that you will see whether or not you should implement the actions necessary to obtain better optimization.

Here are some examples of KPIs that you can follow for lead generation:

  • Opening rate to an email
  • The response rate to an email
  • The click rate for an advertising campaign
  • Rate of filling a contact form
  • Monthly or weekly volume of leads
  • Demo rate for 100 leads for example
  • Rate of conversion from lead to client
  • Rate of conversion from demo to client
  • Lead acquisition cost
  • Customer acquisition cost (CAC)
  • Etc…

Always be careful to choose the right KPIs because wanting to track everything is good, but it’s also a good way to make you lose track. Instead, pay close attention to information useful for your performance.

It’s up to you as a SaaS B2B marketer or business leader to use the right tools and strategies to make your lead generation campaigns perform as well as possible. Having a regular and consistent number of qualified prospects is the best way to quickly scale and develop your business.

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