SaaS demand generation can be complicated, but there are many ways to get your product to the front of your potential customers’ minds. Here we’ll go over some SaaS lead generation techniques that you can use to increase sales and beat the competition.
In today’s market, it’s not enough to offer a quality SaaS product. The competition is fierce, and can’t just rely on having the best product. Many times the product that sells the most is not the best option available to customers, it’s simply better marketed.
Now, that doesn’t mean that you shouldn’t focus on making your SaaS product the best option. On the contrary, having the best product simplifies your marketing efforts as you can point to all the ways your product is superior.
So, product quality is important, but you also need to put in the effort to properly market your product to drive demand. SaaS demand generation can be complicated, but there are many ways to get your product to the front of your potential customers’ minds.
Here we’ll go over some SaaS lead generation techniques that you can use to increase sales and beat the competition.
1.Targeted LinkedIn Ads
When it comes to social media marketing, LinkedIn is often overlooked in favor of Facebook and Instagram. This is a massive mistake, especially for SaaS products that are often geared toward organizations and professionals. That isn’t to say that you should avoid Facebook and Instagram, but LinkedIn is more of an untapped resource with enormous potential.
With LinkedIn ads, you can market generate leads for your SaaS product by targeting your campaigns to precisely the audience you want to reach. By adjusting the audience settings for your campaign, you can make your reach as broad or as narrow as you’d like.
LinkedIn offers many target audience options for your ad campaigns. You have the following categories available for targeting:
• Job Experience
• Interests and Traits
For a SaaS product, location may be less important as these are typically location-agnostic. Two of the most interesting categories to look at for driving demand for SaaS are company and job experience.
Targeting by Company
When you use the company targeting option, this doesn’t mean you target only users who work for a particular company, though that is certainly an option. The real power is in the ability to target all companies within a certain industry. If your SaaS product is centered around software development, for example, you can set your target audience to include all companies within that industry.
Taking it a step further, you can further narrow down that list of companies based on size. Maybe your data shows that your product doesn’t sell particularly well to companies with fewer than 2000 employees. In this case, you could set your ad campaign to target all companies within the software development industry with more than 2000 employees to reach your optimal market.
Targeting by Job Experience
If you want to target individuals based on their job function, years of experience, or seniority level, LinkedIn makes it easy with the job experience audience settings.
You can target users with a particular job function, for example. Going back to our example of a software development SaaS, you could set your target audience to include individuals with particular job titles, such as “Full-Stack Engineer.”
You can dig further into job experience, though, to get even better results. Lower to mid-level employees may not have any sway in decision making, so targeting them for your particular SaaS product may not provide results. Instead, you may want to go further to target only those in senior roles as those employees are likely to play a bigger role in purchasing decisions.
Regardless of the audience filtering options you find most relevant, there is a lot you can do with LinkedIn targeted ads to drive demand for your SaaS.
Integrated Direct Mail Program
In the digital age we live in, there is enormous power in focusing your marketing efforts online. However, this doesn’t mean that more traditional marketing methods should be thrown out the door. On the contrary, for high-ticket SaaS, a B2B direct mail program is a fantastic way to generate leads.
Effectiveness of Direct Mail
It’s easy to brush off direct mail as an antiquated approach. After all, it’s a strategy that has been around for decades. You may think email marketing is the more effective approach, so why put your time and resources into direct mail?
Not so fast. The data shows that B2B direct mail campaigns actually receive better response rates than email marketing campaigns. In fact, the difference is quite significant, with 4.4% of direct email campaigns receiving a response compared to just 0.12% for emails. These numbers show that direct mail is still a very viable and effective marketing method for B2B SaaS.
Integrate Multiple Channels
As effective as direct mail can be, we don’t want this to be your only marketing channel. The true power in direct mail marketing is the way it can be integrate with your additional marketing channels.
While running your direct mail program, you should still be focusing on your digital marketing efforts at the same time. These two can be tied together for the most effective way of generating leads for your SaaS.
Consider this scenario. You’re a high-level employee with decision making power at your company. You receive a direct mail offer for a SaaS product that is related to your industry. Over the next few weeks, you see several LinkedIn Ads for the same SaaS. This has you thinking quite a bit about the product.
This is all a result of the company blending together their digital and direct mail marketing efforts, and it is something you should consider doing in your own SaaS marketing efforts.
You just need to compile a strong list of leads for companies that could benefit from your product. Send out a batch of direct mail to those leads. While you wait for responses, target the same list of leads with your LinkedIn ad campaign. By putting your product in front of businesses in multiple channels, you greatly increase your likelihood of closing the sale.
Sponsoring an industry event can be an incredibly effective way to drive demand for SaaS. After all, what better way to drive home the value your SaaS provides than with face-to-face interactions with your target audience?
When you give yourself the opportunity to have a real-time, in-person interaction it opens up your ability to gain immediate feedback. For example, if your prospective clients hesitate to invest in your SaaS because of some particular concern about its capabilities, an in-person conversation presents the opportunity to hear these concerns and address them immediately.
The Human Connection and Experiences
While traditional and online marketing programs can be highly effective, there’s something to be said about the power of creating a human connection with your potential customers. It’s easy to see a company as a faceless entity when you’re seeing marketing materials. With event marketing, customers are able to view your company and—by extension—its products in a new light.
Humans are also highly-affected by experiences. It’s easy to forget about ad copy you’ve read or even interesting infographics, but an experience is far more memorable. Sponsoring an event can put your SaaS at the front of mind to a significant segment of your target customer base.
Direct Mail Marketing Tie-In
Sponsored events are another great way to drive demand for your SaaS when you tie them together with your direct mail program. Prior to the event you are hosting, you can use your direct mail program to send out a well-designed, memorable event innovation to your leads.
If you have the list of companies attending the event, you can send out a personalized invitation to stop by your booth for a free gift. This can immediately increase the face-to-face interactions with your top target customers.
Podcasting: Hosting and Sponsoring
Podcasts are increasing in popularity each year. There are thousands of podcasts out there, on just about any topic you can imagine. Some are for entertainment, some for education, while still others are intended as tools for discussing different industry trends. There are two avenues to consider for podcasting as a marketing tool.
This is the more time-consuming method of podcast marketing and requires the most commitment. It takes time to build up an audience and the production process can be a lot of work. However, hosting a podcast gives you a more direct line to potential customers.
When hosting a podcast to market your SaaS, you don’t have to talk just about your product. In fact, the better tactic is to center your podcast around the industry you serve. Have discussions about anything and everything to do with the industry, and if possible interview industry experts as guests. Bonus points if your interviewees are current users of your SaaS, so you can slip in some plugs for your product.
At SaaSMQL we launched our Demand Generation Club podcast back in 2020. It has been a great channel to meet B2B marketing leaders, exchange ideas, learn new strategies, but also connect with many potential customers in a more informal way.
Many podcasts make their money based on sponsorships. You can promote your SaaS by sponsoring a podcast relevant to your industry. This method takes more financial investment, but you can reach more potential customers by sponsoring multiple podcasts in your industry than you could by only having your own podcast. It’s also less of a time commitment and is relatively labor-free.
This is, of course, dependent on your industry. Some products lend themselves better to podcast marketing than others. Reaching back to our software development example from earlier, this is a prime industry for podcast marketing. There are many popular podcasts centered around different types of development, and the biggest ones have some relatively big name SaaS sponsors.
Create a Content Engine
Content is king. Yes, it’s a cliche’, but it is one for a good reason.
Creating a content engine doesn’t just mean posting to a blog with strong SEO, though this is important too. Sure, your website is likely the primary component to the “engine” that drives inbound leads, but you need to fuel the engine with leads outside of just google searches. The reality is that SEO is critical, but keyword competition is fierce so this cannot be your only strategy for directing leads to your content engine.
Your website is where you want to drive traffic, and you can give this a boost with paid ads. This could be any combination of social media ads, Google ads, or any other advertising network. The key is to not just link to your website’s homepage, but to drive traffic to the content on your website.
Getting potential leads to your home page is great, but it can be even more effective to direct leads to high-quality content pages on your site, such as a blog post that addresses issues pertinent to your target audience. Your ad should act as a teaser for the content on the page.
We’re separating this out from social media advertising as this is completely different. Here we aren’t talking about paying for ads. We’re talking about building awareness of your brand to your audience on social media, and promoting your content here. As with ads, you can write a short social media post about the topic of your content as a teaser, and link back to the full post on your website. Ideally, the content contains at least a couple of links to either other content on your website or to your sales page.
Don’t Skimp on Graphics
When you think content, you’re probably thinking about blog posts and other resource pages. However, graphics are also a part of your content. Including imagery as part of your content engine can be highly effective. After all, many potential leads may find content much more appealing when presented in the form of charts, graphs, and infographics rather than long-form content.
Bottom Line: Diversify Your Marketing Strategies
Whether you use direct mail, LinkedIn Ads, or any other specific marketing strategies, the important takeaway is to diversify your marketing campaigns. A strategy that works to bring in one lead may prove completely ineffective for another prospective customer.
By maintaining a blending of digital marketing techniques—both inbound and outbound—together with traditional marketing campaigns, you’re more likely to maximize your reach. You’ll also increase the effectiveness of your campaigns by integrating them, such as the direct mail and LinkedIn Ad example.
No matter what stage your SaaS startup is in, landing a whale–a big client that will account for a majority of your revenue–will help you generate the ARR required to keep growing. At this year’s SaaStr, the team at SaaSMQL showed hundreds of SaaS leaders an effective way to do just that. 🐳
SaaS demand generation is an essential part of getting new customers and growing your business, but it's not easy to do well. Read these 7 precious tips on how to build a powerful SaaS demand generation machine.
What does it actually cost to get a new customer? This is a vital metric to master if you are looking to scale up your business in the near future. If you are a SaaS startup looking to build a predictable customer acquisition engine, or a SaaS Company that is ready to scale, this article is for yo
Demand generation is the most crucial role for every SaaS company. Startups need to get on board with key strategies that promote SaaS lead generation, and generate a consistent pipeline to feed the growing sales team. Do you have all the necessary elements in place to run a successful demand gene
This article will discuss why direct mail marketing is so important for ABM's success and how to create an effective campaign. We'll also share some tips on measuring the success of your direct mail marketing campaigns.
SaaS direct mail is also a powerful way to reach decision makers and influencers at companies that aren’t currently using your product or service. When used as part of an account-based strategy, your integrated direct mail has the ability to amplify your results exponentially.
Nurturing enterprise accounts requires continuous education through multiple channels before they might see a need for your solution. Here we discuss the most effective ways to use multiple channels to nurture your target accounts.
The shift to virtual events in 2020 and 2021, along with uncertainty about when live events will resume, makes this year’s budget planning a bit tougher than others. However, you can use the same methodology to set your team up for success in 2022.
If you’re targeting mid-market or enterprise companies, you can't rely on a single channel to drive engagement and qualified leads. Here we share examples of campaigns with solid ROI and show how to integrate different channels into a unique workflow.
HubSpot and Marketo are considered the #1 and #2 marketing automation softwares in the world. ActiveCampaign, on the other hand, is a powerful and easy-to-use marketing automation & sales CRM platform designed for small businesses on a budget. How do you decide which is right for you?
You might have a golden list of accounts that the sales team wants to focus on, but you don’t have the budget for a shiny new ABM platform. Jasmine Chung, Demand Generation Manager at Openprise, showed us how they are doing it at their company and the results they are seeing.
Intellimize used SaaSMQL’s expertise to launch targeted ABM campaigns, integrating Direct Mail with automated emails and LinkedIn ads to engage with 800 accounts within their ideal customer profile. Their investment generated $4.6M in ARR pipeline.
Looking for some no-nonsense SEO tips to boost your site’s search engine rankings? We sat down with Aaron Moskowitz, Director of SEO at Golden Hippo, and covered 5 easy-to-implement tactics that help increase your website's ranking and boost inbound traffic.
By tracking and taking action in improving essential metrics you can position your team for better performance and productivity. Here we provide some insights into what we believe are the most important KPIs every young B2B SaaS company should track as soon as revenue streams arise.
Here we explain step-by-step how at SaaSMQL we are able to consistently generate over $1M in new sales pipeline every month by using a targeted direct mail approach. We also discuss mistakes to avoid during the process and how to track the campaign performance.
Direct mail is the best-performing direct response channel, bringing in results “10 to 30 times better than email”. Most companies don’t leverage direct mail because it's hard to execute, and requires plenty of time and resources. Here we will go over the 7 steps to launching a direct mail campaign.
In a recent webinar for DemandGen Club, Arun Sivashankaran (Founder & CEO of FunnelEnvy) shared the good, bad, and ugly from his years of experience with B2B demand generation teams tackling account based analytics & personalization.
How do you know which programs are generating qualified leads and pipeline, and which aren’t? How can you make sure a lead is tagged correctly throughout the entirety of their buying journey? Here we discuss the basics of B2B marketing attribution.
Modern ABM marketers are seeing direct mail emerge as an effective channel for B2B companies to engage and convert target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through noise and reach prospects.
Your marketing “tech stack” is the set of technologies your organization uses to execute and analyze marketing across the customer lifecycle, and scale your business. The key goal of your marketing tech stack is to measure the impact of your marketing activities - making difficult processes easier.
Given the special nature of a direct mail package, it’s no wonder the average response rates are higher than email. Receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.
A strong Demand Generation program allows a company to predictably scale the number of Opps sourced by simply increasing marketing spend. Whether you’re just starting out or have been running Demand Gen programs for years, here are a few core “sins” that your team should avoid at all costs.
Intent data can tell you when your target accounts show strong buying signals, allowing you to target the right people at the right time. Yet, many sales and marketing teams still aren’t sure how to include this new type of data in their workflows, let alone incorporate it into actionable programs.
Scaling is hard. You can have the best sales team in the world, but if they’re not focusing on the right accounts, their work likely won’t amount to new clients for your business. When you focus your efforts on ideal target companies, you maximize the campaign’s efficacy and conversion.
The lead handoff process is one of the biggest bottlenecks for every company trying to grow their sales pipeline. Marketing has invested money and resources to generate qualified leads, but they are not always properly assigned to the Sales team and followed-up with.
Low confidence in marketing attribution and ROI often causes SaaS companies to cut investments on demand generation. By tracking your CAC and the value of each stage of your marketing funnel, you can allocate your budget to drive real growth.
Learn how to build effective Account-Based Marketing campaigns using LinkedIn Ads. We'll present specific examples and step-by-step instructions on how to target your named accounts and drive qualified leads.
In this video you'll learn how you can leverage intent data to increase conversion on your ABM campaigns and engage with your target accounts. We'll provide an intro about buyer intent data, the difference between 1st party data and 3rd party data, and how to track customers' offsite behaviors.
In this video you’ll learn how to draft a demand generation budget starting from your revenue goals. We’ll discuss about funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you.
In this video we'll share lessons on how to generate pipeline sponsoring third-party conferences, how to best manage follow-ups and track results, and how to scale the strategy to 100+ events per year. We'll also discuss about best practices on how to run your first user conference successfully.
Direct mail has been emerging as an effective channel for B2B companies to engage and convert their target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through the noise and reach your ideal contacts.
The 8 most common sales mistakes that I frequently notice in venture-funded SaaS startups. These include adding territories too early or hire a bunch of AEs when there is no pipeline. Avoiding these early mistakes will impact your ARR from the beginning.
Marketing is no longer incentivized to simply generate leads at the top-of-the-funnel and throwing them to sales. The metrics that matter now are account engagement, number of opportunities generated, pipeline ($) and revenue.
Demand generation entails generating sales opportunities for your company's products or services. A good demand generation engine can help a company engage new prospects, generate interest online and offline, and attract prospects, which are then converted to leads and turned into sales pipeline.
SaaSMQL is an Account-Based Marketing agency that helps SaaS startups scale recurring revenue with highly-targeted campaigns.