Struggling to attract and convert new customers for your SaaS business?
You’re not alone.
In this article, I’ll explore 14 proven inbound SaaS lead generation strategies, addressing the pain points of attracting and engaging potential customers.
I’ll cover a wide range of strategies, from software marketplace marketing to event marketing and website design.
By following these expert tips, you’ll be well on your way to driving more leads, boosting customer acquisition, and scaling your SaaS business.
So, let’s dive in and discover the most effective SaaS lead generation strategies to propel your business forward.
What is SaaS Lead Generation?
SaaS lead generation is a process of identifying and attracting potential customers for Software as a Service (SaaS) businesses.
SaaS companies provide cloud-based software solutions to customers on a subscription base instead of a one-time price for on-premises software that is installed on customer computers, and their success largely depends on the ability to acquire new customers and retain existing ones.
The main differences between SaaS lead generation and traditional lead generation are:
- First SaaS businesses often have shorter sales cycles and require a more streamlined approach to lead nurturing.
- Second, there is a big churn rate from customers.
- Third the primary goal for SaaS lead generation is to acquire subscribers who will generate recurring revenue over a longer time, rather than making a one-time purchase.
- Fourth, SaaS companies are often focusing on digital marketing channels, as their customers are more likely to discover and interact with the software online.
Why is SaaS Lead Generation So Important?
SaaS lead generation is essential for companies to survive, grow and succeed in the SaaS business. It contributes to several key aspects of a SaaS company’s operations and long-term sustainability.
With that here are some of the most important benefits of SaaS lead generation and why is it so important:
- Revenue Generation: The main goal of any business is to generate revenue. For SaaS companies, acquiring new customers and retaining existing ones is essential for ensuring a steady stream of revenue. Effective lead generation helps you to attract and convert new customers, contributing to a company’s financial health.
- Customer Acquisition: SaaS businesses operate in a competitive landscape, prioritizing customer acquisition. Lead generation helps SaaS companies stand out from the competition, build brand awareness, and capture the interest of potential customers.
- Sustainable Growth: SaaS businesses need to grow their customer base consistently to achieve long-term success. A strong lead generation strategy helps businesses maintain a pipeline of potential customers, ensuring continuous growth.
- Lower customer acquisition cost (CAC): Efficient lead generation techniques can help SaaS companies acquire customers at a lower cost. By optimizing marketing channels and targeting the right audience, businesses can reduce their CAC and improve their overall return on investment (ROI).
- Improved customer lifetime value (CLTV): SaaS companies thrive on recurring revenue generated by long-term customers. Effective lead generation not only helps acquire new customers but also improves the quality of customers that stays longer and contributes to retaining existing customers by nurturing relationships and providing value. This results in a higher customer lifetime value (CLTV) and better profitability.
With that SaaS lead generation is crucial for driving revenue, acquiring customers, sustaining growth, reducing CAC, and increasing CLTV.
It enables SaaS companies to maintain a competitive edge in the market and achieve long-term success.
14 Inbound Lead Generation Strategies for SaaS and SaaS Startups
SaaS lead generation is an essential part of running a successful SaaS operation and in today’s digital world, there are so many options for how you can attract and convert new customers.
And every SaaS lead generation strategy has its own pros and cons.
So let me show you the 14 best inbound lead generation strategies for SaaS and SaaS startups that worked for my clients:
Strategy #1: Software Marketplace Marketing
The first SaaS lead generation strategy is Software Marketplace marketing.
Software marketplace marketing is a powerful lead generation strategy for SaaS businesses. Software marketplaces, like G2, Capterra, and GetApp, help users discover, compare, and purchase software solutions.
Additionally, they give you badges and recognitions and help you collect reviews that help to improve your social proof and with that conversion rates.
With that here’s how to leverage software marketplace marketing effectively:
- Choose the right marketplace: Research the platform’s user base, industry focus, and pricing model to ensure alignment with your marketing objectives.
- Optimize your listing: Create a compelling listing showcasing your software’s features, benefits, and unique selling points. Include high-quality visuals and a clear call to action.
- Encourage reviews: Boost your software’s visibility and credibility by incentivizing existing customers to leave reviews.
- Utilize marketplace advertising: Invest in sponsored listings or targeted ads to increase visibility and generate leads.
- Utilize recognitions: Use provided badges and the recognition you earn from them on your website to improve your conversion rates.
Effectively leveraging software marketplace marketing can help SaaS businesses reach potential customers actively searching for software solutions, driving leads and conversions.
Strategy #2: Search Engine Optimization
Search Engine Optimization (SEO) is another excellent SaaS lead generation strategy and overall one of the best B2B lead generation strategies as it allows your business to attract relevant organic traffic that can be interested in your solution.
In fact, 59% of B2B marketers think that SEO has the biggest impact on lead generation goals because SEO works like an investment and it has a compounding effect that over time grows.
SaaS SEO strategy can improve your website’s search rankings, making it easier for potential customers to find you whether they are searching for information or your solution.
With that, when you are implementing the SEO strategy for SEO lead generation is important to focus on these elements of the SEO Pyramid:
- AI SEO: Utilize AI-powered SEO tools to analyze data, identify trends, and optimize your content and website performance.
- Keyword research: Identify relevant SEO keywords your target audience uses when searching for SaaS solutions like yours. Focus on long-tail keywords with lower competition first.
- On-Page SEO: Optimize your website’s content, meta tags, header tags, and other on-page SEO factors using targeted keywords.
- Technical SEO: Improve website performance, mobile-friendliness, and site structure to enhance user experience and search engine crawlability.
- Off-Page SEO: Build high-quality backlinks through guest posting, industry partnerships, and social media promotion to improve domain authority as well as your online reputation.
SEO lead generation is a super effective SaaS lead generation strategy as it allows you to attract a relevant target audience to your website across all stages of the SEO funnel, massively increase your online visibility, and the results grow over time.
To learn more, check out my SEO resources:
Strategy #3: Online Advertising
Another essential SaaS lead generation strategy is online advertising.
Online advertising allows you to reach a broader audience and drive targeted traffic to your website. By investing in the right advertising channels, you can efficiently attract potential customers and generate quality leads.
Online or digital advertising is one of the easiest and fastest ways to start generating leads for your business and 63% of businesses have increased their digital marketing budgets just this past year. (Check digital marketing for small businesses)
And there are several online advertising strategies that you can use to generate leads for your SaaS business:
- Pay-Per-Click (PPC) Advertising: Platforms like Google Ads and Bing Ads enable you to create targeted ads based on specific keywords, attracting users searching for SaaS solutions like yours.
- Display Advertising: Use banner ads and rich media ads on relevant websites to build brand awareness and drive traffic to your website.
- Retargeting: Implement retargeting campaigns to re-engage users who have previously visited your website but did not convert.
- Social Media Advertising: You can utilize platforms such as LinkedIn, Facebook, and Twitter to create tailored ads that reach your target audience, based on demographics, interests, and behaviors.
Online advertising is one of the fastest and most efficient ways to quickly build up a customer base for your SaaS business and with the right set up it can generate excellent ROI.
Strategy #4: Content Marketing
Another SaaS lead generation strategy is content marketing.
Content marketing is a powerful lead generation strategy for SaaS businesses, offering multiple benefits such as increased brand awareness, trust, and engagement.
In fact, content marketing generates 3x as many leads as outbound marketing at less than half the cost.
And 80% of B2B companies use content marketing for lead generation. (B2B Content marketing statistics)
By creating and sharing valuable content, you can attract, educate, and nurture potential customers which results in increasing trust in your brand, higher brand awareness, and ultimately more leads for your business.
So when it comes to content marketing for SaaS lead generation, consider these content marketing strategies:
- Diverse content formats: Utilize a mix of blog posts, whitepapers, webinars, e-books, and videos to cater to different audience preferences and learning styles.
- AI content marketing: Leverage AI-powered tools to analyze your audience’s interests, create personalized content, and optimize your content marketing efforts.
- Educational content: Focus on creating content that addresses your target audience’s pain points, offers solutions, and establishes your brand as an industry expert.
- Content promotion: Distribute your content through various channels such as social media, email newsletters, and guest blogging to reach a wider audience.
- Repurpose Your Content: Always transform your existing content into different formats to extend its reach, increase engagement, and maximize your content investment.
- Track performance: Analyze your content performance metrics to identify successful content types and topics and optimize your strategy accordingly.
Implementing effective content marketing strategies can help SaaS businesses generate leads, build trust, and foster long-term relationships with potential customers and arguably it’s the most effective lead generation strategy of all time.
To learn more check out my content marketing resources:
Strategy #5: Blogging
Another very powerful lead generation strategy for SaaS is blogging.
Blogging is a crucial component of content marketing for SaaS businesses, offering an opportunity to attract, engage, and nurture potential customers through blog posts tailored to help you attract a relevant target audience.
For example, the HubSpot B2B blog strategy generates over 10,000 leads every month.
A well-planned blog strategy can position your brand as an industry expert and drive organic traffic to your website, increase your brand reputation, attract brand mentions from big media sites, and ultimately drive leads for your SaaS business.
When it comes to SaaS lead generation with blogging, here are some useful tips for effective blogging for business:
- Target audience: Write content tailored to your target audience’s needs, addressing their pain points and offering valuable solutions.
- AI blogging: Utilize AI-powered tools to analyze your audience’s preferences, generate content ideas, and optimize your blog posts for SEO.
- Consistency: Maintain a consistent posting schedule to keep your audience engaged and improve your search rankings. I recommend at least 20 blog posts per month.
- Quality content: Focus on creating in-depth, informative, and well-researched content that adds value to your readers and sets you apart from competitors.
- Promotion: Share your blog posts on social media platforms, email newsletters, and relevant online communities to maximize reach and visibility.
- Analyze and optimize: Track blog performance metrics to identify successful topics and formats, and refine your B2C or B2B blog strategy
With that, while certainly B2C or B2B blogging is getting over-saturated, there is still some room to use it to generate SaaS leads.
With that here check out my blogging resources:
Strategy #6: Email Marketing
Another essential SaaS lead generation strategy is email marketing.
Email marketing is not dead, and up until now, it’s been a highly effective lead generation strategy for SaaS businesses, enabling personalized communication and nurturing relationships with potential customers.
And by utilizing it you can maximize your ROI from existing lead generation strategies such as SEO, online advertising, or referral marketing as it will allow you to stay in touch with potential customers and improve your conversions.
By employing effective email marketing tactics, you can engage and nurture leads, ultimately converting them into loyal customers.
With that here are some of the best email marketing tips:
- Get more email subscribers: Offer valuable lead magnets, such as e-books or exclusive content, to entice users to subscribe to your email list.
- AI email marketing: Utilize AI-powered tools for audience segmentation, personalization, and optimizing email send times.
- Mobile optimization: Ensure your emails are mobile-friendly, as many users access their inboxes on smartphones and tablets.
- A/B testing: Test different email elements, such as subject lines, CTAs, and content, to identify which variations perform best.
- Use Analytics: Monitor email performance metrics like open rates, click-through rates, and conversions to optimize your strategy and improve results.
By implementing these email marketing best practices, SaaS businesses can effectively engage and nurture leads, ultimately converting them into loyal customers.
Strategy #7: Lead Nurturing
Lead nurturing is the process of developing and maintaining relationships with potential customers at every stage of the sales funnel.
Lead nurturing is effective because it allows you to build trust, educate your prospects, and gradually guide them toward making a purchase decision.
In fact, lead nurturing helps companies generate 50% more sales-ready leads at 33% lower costs and nurtured leads make 47% larger purchases than non-nurtured leads.
With that, to start with lead nurturing, you need to develop targeted messaging and content tailored to your potential customer interest.
To do that, you can create lead nurturing sequences based on your product or services and your customer segments.
For example, if you are selling solar panels, then you can create one lead nurturing sequence for residential customers and one for commercial customers and provide the benefits of solar panels, answer typical objections, and even provide discounts to get them to take action.
And even, you can segment those customer segments into smaller groups such as commercial customers can be segmented by their industry such as manufacturing, offices, etc.
However, lead nurturing takes quite a bit of time as you need to create personalized messages for each segment, and the smaller segments you create, the more effective the lead nurturing becomes.
This means you will need to create hundreds of personalized emails. Luckily with AI digital marketing tools such as Copy AI, Jasper, and others, this becomes much easier.
Strategy #8: Referral Marketing
Another excellent and widely used lead generation strategy for SaaS is referral marketing.
Referral marketing involves encouraging your existing customers, influencers, bloggers, and affiliate marketers to spread the word about your business, leveraging their networks and personal recommendations to generate new leads.
In fact, studies show that referral Marketing generates 3-5x higher conversion rates than any other channel, customer referral programs can bring an average of 20,000 new email addresses per month and more than 50% of people are likely to give a referral if offered a direct incentive, social recognition or access to an exclusive loyalty program. (Source)
With that here are some referral marketing tips to implement it:
- Incentivize referrals: Offer rewards, discounts, or exclusive features to both the referrer and the referred customer to encourage participation in your referral program.
- Make it easy: Simplify the referral process by providing a user-friendly platform for sharing referrals and tracking rewards.
- Promote your program: Actively promote your referral program through email, website and SEO, social media, and in-app notifications to increase awareness and participation.
- Maintain customer satisfaction: Prioritize delivering excellent customer service and a high-quality product to ensure customers are more likely to recommend your SaaS solution to others.
By leveraging referral marketing, SaaS businesses can tap into the power of word-of-mouth, generating high-quality leads and fostering long-term customer relationships.
Strategy #9: Social Media Marketing
The next on this list of best SaaS lead generation strategies is social media marketing.
Social media marketing is a valuable lead generation strategy for SaaS businesses, allowing you to connect with your potential customers, increase brand visibility, and generate B2C or B2B leads from social media.
By leveraging social media platforms effectively, you can drive targeted traffic and nurture leads, provide relevant information, stay ahead of the trends, connect with customers, and much more.
In fact, your customers are hanging on social media more and more, just last year, social media users increased by over 10%.
And internet users are expected to spend more than 1/3 of their Internet time on social media. This total internet consumption adds up to 1.25 years which provides many opportunities to reach customers. (Source)
With that being said, social media marketing is crucial for just every company including SaaS. So here are some social media marketing tips for you:
- Choose the right platforms: Focus on social networks that cater to your target audience and industry, such as LinkedIn, Twitter, and Facebook.
- Share valuable content: Post a mix of informative, engaging, and promotional content that resonates with your audience and showcases your expertise.
- AI Social Media Marketing: Utilize AI-powered tools for audience analysis, content curation, and scheduling posts to optimize your social media efforts.
- Engage with your audience: Respond to comments, answer questions, and join relevant discussions to build rapport and credibility.
- Monitor and analyze: Track key performance indicators, such as engagement, reach, and conversions, to refine your social media marketing strategy.
By implementing these social media marketing best practices, SaaS businesses can effectively generate leads and foster long-term relationships with potential customers.
Strategy #10: YouTube Marketing
YouTube marketing is a highly effective lead generation strategy for SaaS businesses, offering a platform to share engaging video content that showcases your software’s capabilities and benefits and improves the overall conversion rate as users can better imagine what your software does.
Additionally, YouTube is the second-largest search engine in the world and one of the best organic suggestion engines, allowing you to connect with your customers similarly to an SEO.
Not only that but most of your content can be easily repurposed into a video format including your blog posts, product pages, case studies, and others.
YouTube and even other video platforms are the future of marketing, especially when written content is being automated with AI technologies.
With that, here are some YouTube marketing tips to get you started:
- Create valuable content: Produce a variety of video content, such as product demos, tutorials, webinars, and customer testimonials, to address different customer needs and interests.
- Optimize for search: Incorporate relevant keywords in your video titles, descriptions, and tags to improve your search rankings and visibility on YouTube.
- Engaging thumbnails: Design eye-catching custom thumbnails that accurately represent your video content and entice users to click and watch.
- Combine titles with thumbnails: The best CTR is achieved by combining the titles and thumbnails to explain what your video is about.
- Include clear CTAs: Encourage viewers to take action by including clear calls-to-action within your videos, such as subscribing to your channel, visiting your website, or signing up for a free trial.
- Analyze and optimize: Monitor video performance metrics, such as views, watch time, and engagement, to identify successful content and refine your YouTube marketing strategy.
Strategy #11: Conversion Rate Optimization
Another crucial SaaS lead generation strategy that can literally double or even quadruple your revenue is the conversion rate optimization strategy.
Conversion Rate Optimization (CRO) is a critical lead generation strategy for SaaS businesses, focusing on improving the percentage of website visitors who take desired actions, such as signing up for a trial or subscribing to a newsletter.
By optimizing your B2C or B2B digital marketing strategies such as advertising, SEO, emails, website copies, and others for higher conversions, you can generate more leads, sales, and revenue from your already existing marketing efforts without spending a penny more.
Yet 68% of small businesses haven’t yet adopted CRO strategies.
With that here are some tips for a successful CRO:
- Clear value proposition: Clearly communicate the benefits of your SaaS solution and how it addresses your target audience’s pain points.
- Simplify user experience: Ensure your website is easy to navigate, with a clear path to conversion and minimal distractions.
- Compelling CTAs: Create strong, attention-grabbing calls to action that guide visitors toward taking the desired action.
- A/B testing: Test different elements, such as headlines, CTAs, and layouts, to identify which variations lead to higher conversion rates.
- Analyze user behavior: Utilize tools like heatmaps and session recordings to understand how users interact with your website and identify potential areas of improvement.
By implementing CRO best practices, SaaS businesses can increase lead generation, maximize the value of their traffic, and improve overall marketing performance.
Strategy #12: Build Case Studies & Testimonials
Building case studies and collecting customer testimonials is an essential lead generation strategy for SaaS businesses, as they showcase the real-world impact of your software and build trust with potential customers.
In fact, 72% of consumers say positive testimonials and reviews increase their trust in a business, 88% of consumers say reviews influence their online purchasing decisions, and 97% of B2B customers cited testimonials and peer recommendations as the most reliable type of content. (source)
By highlighting success stories and positive feedback, you can demonstrate the value of your solution and encourage prospects to convert.
Here are some tips for creating compelling case studies and testimonials:
- Choose diverse examples: Select customers from different industries, company sizes, and use cases to showcase the versatility and effectiveness of your software.
- Tell a story: Structure your case studies with a clear narrative that outlines the problem, solution, and results achieved with your software.
- Include quantitative results: Provide specific numbers and metrics that demonstrate the tangible benefits your software delivers to customers.
- Showcase testimonials: Place genuine customer testimonials on your website, social media, and marketing materials to build credibility and social proof.
- Promote success stories: Share case studies and testimonials through various channels, such as email marketing, social media, and blog posts, to maximize reach and impact.
By leveraging case studies and testimonials, SaaS businesses can build trust, demonstrate the value of their software, and generate high-quality leads.
Strategy #13: Website Design
A well-designed website is crucial for lead generation in SaaS businesses, as it not only showcases your software’s features and benefits but also impacts the credibility and trustworthiness of your company.
According to a study, 75% of consumers admit to making judgments on a company’s credibility based on the company’s website design.
Here are some tips for effective website design:
- Responsive design: Ensure your website is mobile-friendly and displays correctly on various devices and screen sizes.
- Clear navigation: Make it easy for visitors to find essential information and access important pages, such as pricing, features, and contact details.
- Fast load times: Optimize your website’s speed to reduce bounce rates and improve user experience.
- Engaging visuals: Incorporate visuals like images, videos, and infographics to engage visitors and effectively communicate your software’s benefits.
- Attractive layout: Design an aesthetically pleasing website, as 38% of people will stop engaging with a website if the content or layout is unattractive.
By focusing on these aspects of website design, SaaS businesses can improve their online credibility, engage visitors, and encourage conversions.
Strategy #14: Event Marketing
Event marketing is an excellent opportunity for SaaS businesses to generate leads, network with potential customers, and showcase their software solutions.
In fact, 80% of marketers believe live events are critical to their company’s success, and 63% of marketers plan on investing more in live events in the future, both in budget and the number of events. (source)
By participating in industry conferences, trade shows, and webinars, you can establish your brand as a thought leader and foster relationships with prospects.
With that, when you are implementing even marketing consider these event marketing tips:
- Choose relevant events: Select events that align with your target audience, industry, and business goals.
- Be prepared: Develop engaging presentations, product demos, and marketing materials to effectively showcase your software.
- Network effectively: Engage with attendees, exchange contact information, and follow up after the event to nurture relationships and convert leads.
- Host webinars: Organize online events to demonstrate your expertise, educate your audience, and generate leads.
- Leverage social media: Promote your event participation on social media, and engage with event hashtags to maximize visibility and reach.
With the growing importance of event marketing, incorporating this strategy into your lead generation efforts can significantly contribute to your SaaS business’s success.
Final Advice to SaaS Lead Generation
In conclusion, generating leads for SaaS businesses demands a comprehensive and strategic approach that combines various inbound strategies to attract, engage, and convert potential customers.
By implementing the proven SaaS lead generation strategies discussed in this article, you can effectively drive growth, increase customer acquisition, and build long-term relationships with your audience.
It’s crucial to remember that lead generation is an ongoing process. Continuously monitor performance, analyze data, and optimize your efforts for better results. Stay up-to-date with industry trends, emerging technologies, and best practices to ensure your SaaS lead generation strategies remain relevant and effective.
As you embark on your SaaS lead generation journey, don’t hesitate to experiment, learn from your successes and failures, and iterate to refine your approach.
With dedication, persistence, and a focus on delivering value to your audience, your SaaS business is poised to thrive and achieve lasting success.
FAQs to SaaS Lead Generation Strategies
Here I am going to answer some of your concerns and questions related to SaaS Lead Generation Strategies.
SaaS companies find leads by employing strategies such as content marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, social media engagement, targeted email campaigns, and leveraging industry events or webinars. These approaches help attract potential customers and generate interest in their software solutions.
To get B2B SaaS leads, focus on these key strategies: 1) create valuable, SEO-optimized content targeting your audience’s pain points; 2) engage prospects on social media platforms like LinkedIn; 3) run targeted PPC advertising campaigns; 4) participate in industry events or host webinars; 5) utilize lead generation tools and platforms; and 6) craft personalized email outreach campaigns to nurture and convert potential clients.
Prospect in SaaS by following these steps: 1) research your target market to identify ideal customer profiles; 2) build a list of potential clients using industry databases, LinkedIn, or lead generation tools; 3) create tailored, value-driven content addressing prospects’ pain points; 4) engage with prospects on social media and online forums; 5) use personalized email outreach to initiate conversations; and 6) attend industry events or host webinars to connect with potential clients.
Also, check out our content marketig hub page to find all our lead generation resources.
This article was created by Eduard Dziak and may contain affiliate links. The following were used to optimize the article for the best user and search engine experience include:
- SE Ranking for keyword research and on-page SEO optimization
- Surfer SEO for SEO-friendly content creation for users and search engines.
- Jasper AI for grammar correction and information enhancement.
The article is based on the author’s own experience and knowledge, drawn from both their own work and that of their clients, to provide the latest, proven methods.