SaaS is the most popular cloud computing model. Vertical solution providers and vendors are thrilled with the possibilities of this business model. Anyone can succeed in the SaaS market, regardless of their company’s size or footprint.
Are you a SaaS marketer?
Are you happy with your annual contract value, or could you do more?
Here are 10 best practices for SaaS lead generation that can help you build your brand and close more sales.
1. Know Where Your SaaS Customers Are
You can generate quality leads by positioning yourself where most of your target customers can see you, either at a physical location or an online platform. Carry out research to find out where your target customers are and follow them there. This kind of lead generation should involve aggressive online and offline PR campaigns. For example, get your CEO on an industry talk show or a popular podcast, contribute guest posts on leading blogs, etc.
Your activity on relevant social media platforms can help generate leads. Ensure you are contributing substantively on platforms where your prospects hang out. Strive to increase your visibility and position key figures in your organization as authorities in your space.
2. Use Automation for Omnichannel Lead Generation
Struggling with maintaining a consistent image across all channels?
You are not alone. Many businesses struggle to create a consistent experience across platforms. Luckily, there are several automated solutions that can help you with this, ranging from call tracking software to email tools and CRM systems to custom landing pages.
While omnichannel is usually associated with customer experience, it can also be used for lead generation.
Here are some strategies you can use to create a successful omnichannel experience for SaaS lead generation:
Focus on customer engagement. Answer questions from your prospects on social media, run contests, personalize emails, and promote your best content across platforms.
Personalization. Identify returning leads and personalize their experience across all platforms. This can be done through custom landing pages, call analytics, personalized messaging, etc.
Use data to create better a personal experience for various lead segments. According to Marketing Dive, 71% of consumers prefer personalized ads. Most prospects wouldn’t mind sharing personal information for a better experience as long as they know who they are giving it to.
3. Focusing on Market & Sales Qualified Leads (MQLs & SQLs)
Marketing takes a big chunk of SaaS annual budgets. Perhaps this is why most SaaS companies put a lot of effort into identifying and focusing on market qualified leads or sales qualified leads. These are leads that have shown a clear interest in purchasing your product now or in the future.
4. Use Technology for Closed-Loop Reporting
Every SaaS company requires a strategy and technology stack that will help identify and prioritize sales and market qualified leads. Any tracking and marketing automation solution you use should enable closed-loop reporting for this very purpose.
Here are some strategies you can use to find more quality leads:
Use PPC lead generation tools like Google Trends
Use dynamic number insertion to segment leads
Use custom landing pages
Use custom domain names for each campaign
Competitor analysis using tools like SEMrush
Utilize call tracking software to identify and segment MQLs and SQLs
Link marketing and sales teams through closed-loop reporting to enable sharing of lead information between them
Direct outreach using LinkedIn and telephony-based marketing
5. Content Marketing for Lead Generation
The SaaS industry suffers from a significant information gap, which you can fill with good content to attract leads. Some attractive content ideas are informative blog posts, engaging podcasts, interesting videos, and useful whitepapers. However, your content marketing strategy should be geared towards providing information as opposed to selling.
6. Follow Up on Trial Signups
Don’t just offer trial versions for your SaaS product and stop there. Any lead who signs up for a trial version should be included in a segmented list for tailor-made messaging. Prepare informative emails to guide those on the free trial until they make the purchase.
There are several types of follow-up emails you can use to warm up leads that have signed up for your SaaS trial. Here are some of them:
Educational Content Follow-Ups: Create emails meant to teach trial signups on how to use the product. Avoid long educational emails as people will likely not read them. Instead, concentrate on two or three features in each email that are sent every two days.
Case Studies: Include case studies of where or how your SaaS product has helped other companies.
Transactional Follow-Ups: These emails are aimed at convincing the user to upgrade to the full version. Include one-time offers, discounts, other seasonal offers, etc.
7. Email Sequencing for SaaS Companies
No other industry requires email sequencing more than the SaaS industry. You must invest time, money, and talent to come up with an effective email sequencing formula for your business. Many of your leads will either come from email outreach or call campaigns.
A typical SaaS email sequence should start with an introduction, followed by a value proposition, an offer, and follow-ups.
8. Measuring Lead Generation Performance
Whether you prefer PPC campaigns, content marketing, social media marketing, or call campaigns, you must devise strategies to measure the performance of each lead generation activity. Luckily, there are numerous tools you can use for this purpose, e.g., SEO tools, lead management software, email marketing solution, and call analytics software.
9. Address Your Customers’ Problems
Don’t focus too much on what your SaaS product can do. Instead, create personas that reflect your target customers and show how their problems can be solved with your product. This approach should be adopted in sales copy, email sequences, and call campaign messaging.
10. Lead Nurturing for SaaS Companies
SaaS companies could benefit immensely from creating relationships with their customers through lead nurturing. Lead nurturing involves maintaining constant contact with customers, educating them, and solving their problems.
Lead nurturing starts right from the point when prospects sign up or give you a call to when they purchase and start using your product. Effective lead nurturing involves the sales and marketing teams working together.
For effective SaaS lead generation, you need a robust technology stack with call tracking, lead management, and email marketing software. These software solutions will help you automate most lead generation activities as well as provide insights for better decision making.