SaaS Lead Generation Best Practices: Strategy Guide With Examples

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In this guide, we present SaaS lead generation best practices to help you answer the perennial marketer鈥檚 question: How do you get more sales in SaaS?" /> <meta property="og:url" content="https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" /> <meta property="og:site_name" content="Financesonline.com" /> <meta property="article:published_time" content="2018-10-04T11:57:36+00:00" /> <meta property="article:modified_time" content="2024-09-28T02:00:01+00:00" /> <meta property="og:image" content="https://financesonline.com/uploads/2018/10/lead.jpg" /> <meta property="og:image:width" content="1200" /> <meta property="og:image:height" content="628" /> <meta property="og:image:type" content="image/jpeg" /> <meta name="author" content="James Anthony" /> <meta name="twitter:label1" content="Written by" /> <meta name="twitter:data1" content="James Anthony" /> <meta name="twitter:label2" content="Est. reading time" /> <meta name="twitter:data2" content="14 minutes" />  <script type="text/javascript" data-noptimize> window.lazySizesConfig = window.lazySizesConfig || {}; //lazySizesConfig.expand = 1000; lazySizesConfig.expFactor = 4; </script> <script type="application/ld+json">{ "@context": "http://schema.org", "@type": "NewsArticle", "headline": "How do you generate leads for SaaS? To generate leads for your SaaS business, you must engage your target cons", "datePublished": "2018-10-04T11:57:36+00:00", "dateModified": "2024-09-28T02:00:01+00:00", "author": { "@type": "Person", "name": "James Anthony", "url": "https://financesonline.com/author/james/" }, "publisher": { "@type": "Organization", "name": "FinancesOnline.com", "logo": { "@type": "ImageObject", "url": "https://financesonline.com/static/financesonline.com-logo-blue.png" } }, "inLanguage": "en", "image": "https://financesonline.com/uploads/2018/10/lgen.jpg" }</script><script type="application/ld+json">{ "context": "https://schema.org", "@type": "QAPage", "mainEntity": [ { "@type": "Question", "name": "How do you generate leads for SaaS?", "answerCount": 1, "acceptedAnswer": { "@type": "Answer", "text": "To generate leads for your SaaS business, you must engage your target consumers and in the process convert them into loyal ones. There are a myriad of tips and guides online, but if you'll look closely, everything boils down to few, but highly efficient practices. These involve carrying out content marketing, being featured in trusted B2B review sites, conducting email marketing, and getting advertised in leading social networking and media sites LinkedIn and Facebook.", "dateCreated": "2018-10-04T11:57:36+00:00", "author": { "@type": "Person", "name": "James Anthony", "url": "https://financesonline.com/author/james/" } } } ] }</script><script type="application/ld+json">{ "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://financesonline.com/" }, { "@type": "ListItem", "position": 2, "name": "SaaS", "item": "https://financesonline.com/category/saas/" }, { "@type": "ListItem", "position": 3, "name": "SaaS Lead Generation Best Practices: Strategy Guide With Examples", "item": "https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" } ] }</script><link rel="alternate" type="application/rss+xml" 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</nav> </div> <div id="cat-show" class="categories-menu__show-all">SHOW <span class="all">ALL</span><span class="popular">POPULAR</span> CATEGORIES</div> </div> <div class="single-page" data-id="121596"> <div class="single-page__bc"> <div class="main-container main-container--post"> <ul><li><a href="https://financesonline.com" title="FinancesOnline">Home</a></li><li><a href="/category/saas/" title="SaaS">SaaS</a></li><li><a href="/saas-lead-generation-best-practices-4-things-you-should-know/" title="SaaS Lead Generation Best Practices: Strategy Guide With Examples">SaaS Lead Generation Best Practices: Strategy Guide With Examples</a></li></ul> <div class="why-fo-free"> <a data-modal="#why-fo-free" title="Why FO is free" href="#"> Why is FinancesOnline free <img src="data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACH5BAEAAAAALAAAAAABAAEAAAICRAEAOw==" data-src="https://financesonline.com/media/themes/fot/dist/img/why.png" data-srcset="https://financesonline.com/media/themes/fot/dist/img/why.png 1x, https://financesonline.com/media/themes/fot/dist/img/why@2x.png 2x" alt="Why FO is free" class="lazyload"> </a> </div> <div class="clearfix"></div> </div> </div> <div class="main-container main-container--post"> <div class="single-page__content"> <div class="row flex-fixer flex-wrap"> <div class="single-page__title col col--75 col--sm"> <h1>SaaS Lead Generation Best Practices: Strategy Guide With Examples</h1> </div> <div class="clearfix"></div> </div> <div class="row"> <div id="content" class="single-page__entry single-page__entry--post col col--75 col--sm"> <div class="fot-question"> <div class="fot-question__icon"></div> <div class="fot-question__text">How do you generate leads for SaaS?</div> <div class="fot-question__answer"> <p>To generate leads for your SaaS business, you must engage your target consumers and in the process convert them into loyal ones. There are a myriad of tips and guides online, but if you’ll look closely, everything boils down to few, but highly efficient practices. These involve carrying out content marketing, being featured in trusted B2B review sites, conducting email marketing, and getting advertised in leading social networking and media sites LinkedIn and Facebook.</p> </div> </div><p><span style="font-weight: 400;">Ask any marketing expert and you’ll likely be told that there’s no single best lead generation technique. Rather, there really are a number of best practices employed by SaaS marketers, which we have culled in this guide. The key is finding the right combination that works for you. And keep measuring the ROI to keep improving your conversion rate.</span></p><p><span id="more-121596"></span></p><p><span style="font-weight: 400;">In this strategy guide with examples, we present SaaS lead generation best practices to help you answer the perennial marketer’s question: How do you get more sales in SaaS?</span></p><p><img class="aligncenter wp-image-122546 size-full lazyload" alt="SaaS lead generation best practices" width="1200" height="628" sizes="(max-width: 1200px) 100vw, 1200px" data-src="https://financesonline.com/uploads/2018/10/lead.jpg" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2018/10/lead.jpg 1200w, https://s.financesonline.com/uploads/2018/10/lead-300x157.jpg 300w, https://s.financesonline.com/uploads/2018/10/lead-768x402.jpg 768w, https://s.financesonline.com/uploads/2018/10/lead-1024x536.jpg 1024w, https://s.financesonline.com/uploads/2018/10/lead-232x120.jpg 232w, https://s.financesonline.com/uploads/2018/10/lead-93x48.jpg 93w, https://s.financesonline.com/uploads/2018/10/lead-277x145.jpg 277w"></p><div class="fot-toc"> <div class="fot-toc__header"> <h4>4 SaaS Lead Generation Best Practices</h4> <div class="clearfix"></div> </div> <div class="fot-toc__list"> <ol> <li><a href="#inbound">What is Inbound Lead Generation?</a></li> <li><a href="#saas">What is a SaaS Lead Generation Program?</a></li> <li><a href="#process">What is the Process of Lead Generation for SaaS?</a></li> <li><a href="#generate">How Can I Generate Leads for my SaaS Business?</a></li> </ol> <div class="clearfix"></div> </div> </div><h3 id="inbound" class="bg-title">What is Inbound Lead Generation?</h3><p>Inbound lead generation is pull marketing, the opposite of traditional push or outbound marketing. Instead of reaching out to prospects, you leave a trail of value content and incentives across your online and offline space in inbound lead generation. Customers take the initiative to approach you in their terms and timing.</p><p><span style="font-weight: 400;">Inbound lead generation fits the B2B buyer’s behavior today, where customers will have researched about you and compared you with the competition long before your sales rep get the chance to contact them. By then, the bulk of the buying decision has been shaped or influenced by content they’ve found. The latest Demand Gen Report showed that </span><a href="http://e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972d61f8c669.r29.cf1.rackcdn.com/DGR_DG076_SURV_ContentPref_March_2018_Final.pdf?mkt_tok=eyJpIjoiT0RFME56VmpZVEU0TWpNNCIsInQiOiJkeE5pYit3WW8wQUZ0WE5kd3NFbFcxdWJjOU5tTW1zcDExcmxxR0FKSkFwZ2ZIdjRidU9wdm1WNTkzZm9YSW01dmFtMEp4bStaeGNDTjJXaTZmdGJnT0NOQk9kdURPUkxNczFWVDlaTEVDSjJhcjdveXdNVFY0NG85OUNueE9OQyJ9"><span style="font-weight: 400;">78% of customers read three or more materials</span></a><span style="font-weight: 400;"> before reaching out to a salesperson. Are your future customers reading your content or the competitor’s even as you read this?</span></p><div id="attachment_121599" style="width: 800px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-121599" class="size-full wp-image-121599 lazyload" alt="" width="790" height="411" sizes="(max-width: 790px) 100vw, 790px" data-src="https://financesonline.com/uploads/2018/10/content-marketing-survey.jpg" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2018/10/content-marketing-survey.jpg 790w, https://s.financesonline.com/uploads/2018/10/content-marketing-survey-300x155.jpg 300w, https://s.financesonline.com/uploads/2018/10/content-marketing-survey-768x400.jpg 768w, https://s.financesonline.com/uploads/2018/10/content-marketing-survey-232x120.jpg 232w, https://s.financesonline.com/uploads/2018/10/content-marketing-survey-93x48.jpg 93w, https://s.financesonline.com/uploads/2018/10/content-marketing-survey-279x145.jpg 279w"><p id="caption-attachment-121599" class="wp-caption-text">Source: DemandGen “Content Preferences Survey Report.” 2018.</p></div><h3 id="saas" class="bg-title"><span style="font-weight: 400;">What is a SaaS Lead Generation Program?</span></h3><p><span style="font-weight: 400;">What is B2B lead generation versus SaaS lead generation? The short answer is the latter is a subset of the former, both of which aim to get leads from businesses, not individuals. Both also involve a set of customers (the Decision Making Unit) and the sales cycle is more complex than in consumer markets. But that’s as far as the similarity goes; SaaS lead generation presents unique characteristics, namely:</span></p><ol> <li><b>The product is the service.</b>Although you’re selling software, you’re really selling the service. SaaS is selling a work-in-progress product by providing continuous support for regular updates, upgrades and the occasional troubleshooting.</li> <li><b>Sales cycle is short.</b>Subscription is usually designed around monthly terms. Customers can get in and out easily, leaving you with a fluid subscription base month over month.</li> <li><strong>Content marketing is very important.</strong><span style="font-weight: 400;"> None in the B2B sphere, perhaps, where content matters most than in SaaS. There’s always the need to, not just promote your product, but own authority in your niche to capture leads by continuously publishing guides, industry reports, tips and techniques or conducting webinars.</span></li> <li><strong>Loyal customers are for keeps.</strong><span style="font-weight: 400;"> Given they are happy with you, customers have less motivation to migrate to another vendor considering the hassles in changing systems.</span></li> </ol><p><span style="font-weight: 400;">So, the best SaaS lead generation strategies for your product should take into account the above features.</span></p><h3 id="process" class="bg-title"><span style="font-weight: 400;">What is the Process of Lead Generation for SaaS?</span></h3><p><span style="font-weight: 400;">SaaS vendors follow a clear lead gen pipeline, as with most B2B industries, with the goal to convert strangers to customers. But you should go beyond paying customers and aspire to happy, loyal customers; clients who are delighted by your service that they become brand ambassadors promoting your product. HubSpot breaks down the process in four major stages here:</span></p><p><img class="aligncenter size-full wp-image-121600 lazyload" alt="" width="558" height="194" sizes="(max-width: 558px) 100vw, 558px" data-src="https://financesonline.com/uploads/2018/10/lead-pipeline.jpg" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2018/10/lead-pipeline.jpg 558w, https://s.financesonline.com/uploads/2018/10/lead-pipeline-300x104.jpg 300w, https://s.financesonline.com/uploads/2018/10/lead-pipeline-93x32.jpg 93w, https://s.financesonline.com/uploads/2018/10/lead-pipeline-417x145.jpg 417w"></p><p><span style="font-weight: 400;">The diagram shows us that the lead gen process sends prospects through your marketing and sales funnels. While traditional marketing will have these two as distinct pipelines, not so with SaaS. Here’s why: like other vendors you are likely to rely on monthly subscription. Even as you provide post-sale service you continue to promote more services and hope your subscribers bump up to your premium plan or, at the least, don’t leave you the following month. In fact, the diagram above is better presented as a loop, feeding your customers to the Attract stage for another round of lead generation process, this time, for a premium offer or a cross-sell.</span></p><p><span style="font-weight: 400;">In SaaS, the lead gen process is likely to reside in the </span><a href="/c/crm-software/"><span style="font-weight: 400;">CRM system</span></a><span style="font-weight: 400;">, the core software that provides the pipeline from leads to deals with an integrated, single, 360-degree view of the customer. Other “customer-engaged” business systems may integrate with the CRM, such as helpdesk and inventory management, which record customer queries and transactions, respectively, and associate these engagements to leads. </span></p><p><span style="font-weight: 400;">Whatever B2B SaaS lead generation techniques you use below you will need a CRM software to automate workflows, deliver a personalized service and, ultimately, maximize conversions at every stage of the lead generation process.</span></p><p>For that, you can turn to our <a href="/list-10-best-crm-software-tools/">comprehensive list of top 10 CRM tools here</a>. Based on our analysis of features and value proposition, HubSpot CRM tops the list. It’s free and robust and natively integrates with the other popular HubSpot tools. You can <a class="orange" href="/see/hubspot-trial/" rel="nofollow">sign up for a free HubSpot CRM app here</a>.</p><h2 id="generate" style="text-align: center;"><strong>How Can I Generate Leads for my SaaS Business?</strong></h2><p><span style="font-weight: 400;">We can break down four major lead generation ideas by channel: social media marketing, PPC, content marketing and email marketing. However, it’s not a question of which one is better, rather, which combination works for you. Adam Kearny of MemberClicks, a membership management solution, says <em>“the </em></span><em><span style="font-weight: 400;">key to effective lead generation is diversification</span></em><span style="font-weight: 400;">.” Not only do you avoid relying too much on one tactic, he says, but “you free up the necessary space to try out wild and novel ideas.” </span></p><div class="fot-toc"> <div class="fot-toc__header"> <h4>Here’s our SaaS lead generation strategies guide with examples:</h4> <div class="clearfix"></div> </div> <div class="fot-toc__list"> <ol class="fot-toc__ol col50"> <li><a href="#content">Content marketing</a></li> <li><a href="#directories">B2B review directories</a></li> <li><a href="#email">Email marketing</a></li> <li><a href="#linkedin">LinkedIn advertising</a></li> <li><a href="#facebook">Facebook advertising</a></li> </ol> <div class="clearfix"></div> </div> </div><h3 id="contents" class="bg-title">1. Content Marketing</h3><p>Aggressive sales pitches and advertisements may be effective a few years ago but nowadays, having quality content is more important for engaging customers. This is why it comes as no surprise that in The State Of Content Marketing 2018 Report, <a href="https://www.smartinsights.com/content-management/content-marketing-strategy/the-state-of-content-marketing-2018/">86% respondents said they have a content marketing strategy</a> for their operations.</p><p><a href="https://www.demandmetric.com/content/content-marketing-infographic"><span style="font-weight: 400;">DemandMetric</span></a><span style="font-weight: 400;"> also found that content marketing results in 3x more leads vs. traditional marketing, while an </span><a href="http://resources.kapost.com/aberdeen-content-chaos.html"><span style="font-weight: 400;">Aberdeen</span></a><span style="font-weight: 400;"> study showed that adopters have 6x higher conversion rates against non-adopters of content marketing.</span></p><p><span style="font-weight: 400;">So how do you create a content plan? Here’s a general picture:</span></p><ol> <li><b>Shortlist topics.</b><span style="font-weight: 400;"> These can be authoritative, original, trending and interesting to your buyer personas, and which you’re an expert in.</span></li> <li><b>Develop an SEO strategy.</b>  <span style="font-weight: 400;">Here’s the deal: SEO is a major component of content marketing. Your content has to be found on page one of generic searches. Without search traction all your content will underperform. So don’t scrimp on resources even if it takes months, even years, to get significant SEO results. For the “tricks of the trade” you can <a href="/how-to-grow-your-business-with-lead-generation/">find key pointers on search marketing here</a>. You can also go to other experts: SEOmoz, SEMrush or Neil Patel of KissMetrics or discover their tools in our reviews here: </span><a href="https://reviews.financesonline.com/p/moz/"><span style="font-weight: 400;">Moz</span></a><span style="font-weight: 400;">, </span><a href="https://reviews.financesonline.com/p/semrush/"><span style="font-weight: 400;">SEMrush</span></a><span style="font-weight: 400;"> and </span><a href="https://reviews.financesonline.com/p/kissmetrics/"><span style="font-weight: 400;">KissMetrics</span></a><span style="font-weight: 400;">.</span></li> <li><b>Blog regularly.</b><span style="font-weight: 400;"> Preferably daily or at the least, weekly. Coming up with new content consistently is a major factor in search algorithm.</span></li> <li><b>Create a link-building plan.</b><span style="font-weight: 400;"> Technically a part of your SEO plan, link building connects your content to the right websites–another plus in search algorithm. However, this should be done properly, ensuring the backlinks make sense and your content have real value to the linking websites. Google’s penalty for so-called </span><a href="https://support.google.com/webmasters/answer/66356?hl=en"><span style="font-weight: 400;">link schemes</span></a><span style="font-weight: 400;"> is heavy and will jeopardize your content marketing plan for the long haul. </span></li> <li><b>Measure metrics.</b><span style="font-weight: 400;"> What metrics should you track? The basic ones include: page views, downloads, users and demographics. You can break down these metrics further, focusing on average time on page, new vs. returning, sessions and referral traffics. Most SEO software in our database generate these metrics on KPI dashboards and reports. You can </span><a href="/c/seo-software/"><span style="font-weight: 400;">check these SEO software tools here</span></a><span style="font-weight: 400;">.</span></li> </ol><div id="attachment_15963" style="width: 710px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-15963" class="size-full wp-image-15963 lazyload" alt="" width="700" height="426" sizes="(max-width: 700px) 100vw, 700px" data-src="https://financesonline.com/uploads/2015/07/blog.png" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2015/07/blog.png 700w, https://s.financesonline.com/uploads/2015/07/blog-300x183.png 300w, https://s.financesonline.com/uploads/2015/07/blog-79x48.png 79w, https://s.financesonline.com/uploads/2015/07/blog-238x145.png 238w"><p id="caption-attachment-15963" class="wp-caption-text">Authoritative content on Freshdesk’s blog</p></div><h3 id="directories" class="bg-title"><span style="font-weight: 400;">2. SaaS Review Directories</span></h3><p><span style="font-weight: 400;">SaaS review directories offer a fresh PPC channel where other PPC ads like AdWords and sponsored social media may be too crowded. We are a major B2B review site, yes, one of the fastest growing marketplaces with over 5,000 business applications conveniently indexed for SaaS buyers, many of who are your future customers. </span></p><p><span style="font-weight: 400;">How do we, SaaS review directories, capture leads for you? Through a 2-tiered approach that captures generic searches. Websites like us rank high on generic searches because Google places value to the convenience we provide B2B researchers (it goes without saying that we’re talking about the top review sites here including our marketplace).</span></p><p><span style="font-weight: 400;">Try searching high-value keywords like “best accounting software for small business” or “top 20 project management software” and it’ll turn up review sites on top of search results, including ours. This is the first tier. Prospects then are led to our website, the second tier. It is here where you can have the ball in your court through various PPC programs. For instance, here are the means to gain a competitive advantage on FinancesOnline: </span></p><h3 class="bg-title-gray">1. Lead generation campaigns</h3><p><b><b><span style="font-weight: 400;"> Your review page on our site is provided a direct link to your free trial landing page. This is the fastest way to convert our readers to your leads, generating as much as </span><a href="/leverage-user-reviews-b2b-saas-lead-generation/"><span style="font-weight: 400;">24% conversion rate</span></a><span style="font-weight: 400;">.<br> </span></b></b></p><div id="attachment_84386" style="width: 778px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-84386" class="wp-image-84386 size-full lazyload" alt="" width="768" height="263" sizes="(max-width: 768px) 100vw, 768px" data-src="https://financesonline.com/uploads/2018/02/free-trial-button.png" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2018/02/free-trial-button.png 768w, https://s.financesonline.com/uploads/2018/02/free-trial-button-300x103.png 300w, https://s.financesonline.com/uploads/2018/02/free-trial-button-93x32.png 93w, https://s.financesonline.com/uploads/2018/02/free-trial-button-423x145.png 423w"><p id="caption-attachment-84386" class="wp-caption-text">You can have a direct link from your review page on FinancesOnline to your landing page as shown here.</p></div><h3 class="bg-title-gray">2. Premium Placement</h3><p><span style="font-weight: 400;">Your product enjoys priority listing in relevant categories, a huge advantage in a crowded software niche. Most reader hardly check the entire listing and will focus only on the topmost solutions.</span></p><p><img class="aligncenter size-full wp-image-122040 lazyload" alt="" width="1469" height="881" sizes="(max-width: 1469px) 100vw, 1469px" data-src="https://financesonline.com/uploads/2018/10/placement.jpg" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2018/10/placement.jpg 1469w, https://s.financesonline.com/uploads/2018/10/placement-300x180.jpg 300w, https://s.financesonline.com/uploads/2018/10/placement-768x461.jpg 768w, https://s.financesonline.com/uploads/2018/10/placement-1024x614.jpg 1024w, https://s.financesonline.com/uploads/2018/10/placement-80x48.jpg 80w, https://s.financesonline.com/uploads/2018/10/placement-242x145.jpg 242w"></p><h3 class="bg-title-gray">3. Industry Recognitions</h3><p><span style="font-weight: 400;">Many review sites like ours have myriad criteria sets for various software features. We believe no single software can address all user pain points; some are good at one feature set, while others on another aspect. Hence, aside from best-in-class awards we provide specific recognitions, such as, </span><i><span style="font-weight: 400;">Most Customizable Software, Best Free Trial, Exceptional Customer Support, Best Mobile Support, </span></i><span style="font-weight: 400;"><span style="font-weight: 400;">etc. These awards are helpful to draw attention to your software’s value proposition or its unique feature that makes it to stand out.</span></span></p><div id="attachment_42875" style="width: 881px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-42875" class="size-full wp-image-42875 lazyload" alt="" width="871" height="145" sizes="(max-width: 871px) 100vw, 871px" data-src="https://financesonline.com/uploads/2015/02/awards2-1.png" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2015/02/awards2-1.png 871w, https://s.financesonline.com/uploads/2015/02/awards2-1-300x50.png 300w, https://s.financesonline.com/uploads/2015/02/awards2-1-768x128.png 768w, https://s.financesonline.com/uploads/2015/02/awards2-1-93x15.png 93w"><p id="caption-attachment-42875" class="wp-caption-text">Examples of quality certificates your product can get.</p></div><p><span style="font-weight: 400;">Of course, you should get your product listed first to enjoy the mileage provided by B2B review sites. Getting listed on FinancesOnline is free and easy. Just </span><a href="/add-product/"><span class="orange" style="font-weight: 400;">request a review of your product here</span></a><span style="font-weight: 400;">. You should also explore and get listed on other </span><a href="http://comparecamp.com/where-to-list-b2b-saas-software-products-heres-top-10-review-directories/"><span style="font-weight: 400;">top business solution marketplaces</span></a><span style="font-weight: 400;">.</span></p><h3 id="email" class="bg-title"><span style="font-weight: 400;">3. Email marketing </span></h3><p><span style="font-weight: 400;">Email marketing is still one of the most effective lead channels. It’s considered <a href="https://neilpatel.com/blog/marketing-channels/">one the best digital channels for B2B</a></span><span style="font-weight: 400;">. The open rate for email marketing is somewhere at 21% CTR (</span><a href="/email-marketing-software-analysis-features-benefits-pricing-types/"><span style="font-weight: 400;">GetResponse study</span></a><span style="font-weight: 400;">). Once a prospect signs up to your offer that’s your foot in the door, allowing you to nurture it towards a deal. Sure, that’s a long road to a close but lead nurturing is set in motion and the prospect fed into the marketing funnel. The challenge is how to prod strangers to sign up. </span></p><p><span style="font-weight: 400;">Essentially, you need to focus on these five factors:</span></p><ol> <li><b>Lead magnet.</b> <span style="font-weight: 400;">This is your compelling offer that motivates prospects to sign up. It can be a deal, exclusive offer or white paper (your content marketing gets into play here). </span></li> <li><b>Subject line.</b><span style="font-weight: 400;"> It should tell prospects at once the value you’re putting on the table. There’s a whole art in creating catchy subject lines, for instance, these </span><a href="https://www.wordstream.com/blog/ws/2014/03/31/email-subject-lines"><span style="font-weight: 400;">WordStream email techniques</span></a><span style="font-weight: 400;">, which generally point to short and crisp writing.</span></li> <li><strong>Landing page.</strong><span style="font-weight: 400;"> This is where prospects are led to for the actual sign-up, hence, a landing page should be clear on your offer and call-to-action, the steps to take.</span></li> <li><strong>Segmentation.</strong><span style="font-weight: 400;"> Email marketing is hardly mass promotion. It is best optimized via segmenting prospects based on various factors, for instance: engagement level; stage in the lead nurturing pipeline; and demographics.</span></li> <li><strong>Metrics.</strong><span style="font-weight: 400;"> The key to a high conversion rate is to build on the previous campaign. And the best way to know how is to measure post-event outcomes such as open rates and click-through rates. </span></li> </ol><p><span style="font-weight: 400;">Email marketing is now made more accurate, insightful with drill-down analytics and automated with email marketing software. In our database of </span><a href="/c/email-marketing-software/"><span style="font-weight: 400;">email marketing vendors</span></a><span style="font-weight: 400;"> alone you have dozens of options. You can also </span><a href="/email-marketing-software-analysis-features-benefits-pricing-types/"><span style="font-weight: 400;">check our email marketing software guide</span></a><span style="font-weight: 400;"> to learn the basics, benefits, features to consider and potential issues on this software category.</span></p><h3 id="linkedin" class="bg-title"><span style="font-weight: 400;">4. LinkedIn Advertising</span></h3><p><span style="font-weight: 400;">Social media has a place in B2B SaaS marketing. After all, a huge chunk of the worldwide population is now connected online via social networking sites. One such site is LinkedIn. Compared to other social media channels, this <a href="https://ignitevisibility.com/social-media-statistics/">drives a majority of social traffic to blog sites and websites</a> so advertising through this channel will surely boost your online presence. </span></p><p><span style="font-weight: 400;">A good tactic to manage the low ROI in B2B social media is to manage cost by focusing on the top social media platform for business: LinkedIn. It is the top choice by B2B content marketers, as this table from Foundation.com shows:</span></p><div id="attachment_131716" style="width: 794px" class="wp-caption alignnone"><img aria-describedby="caption-attachment-131716" class="size-full wp-image-131716 lazyload" alt="" width="784" height="428" sizes="(max-width: 784px) 100vw, 784px" data-src="https://financesonline.com/uploads/2018/12/Screen-Shot-2017-08-17-at-2.06.12-PM.png" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://financesonline.com/uploads/2018/12/Screen-Shot-2017-08-17-at-2.06.12-PM.png 784w, https://financesonline.com/uploads/2018/12/Screen-Shot-2017-08-17-at-2.06.12-PM-300x164.png 300w, https://financesonline.com/uploads/2018/12/Screen-Shot-2017-08-17-at-2.06.12-PM-768x419.png 768w, https://financesonline.com/uploads/2018/12/Screen-Shot-2017-08-17-at-2.06.12-PM-88x48.png 88w, https://financesonline.com/uploads/2018/12/Screen-Shot-2017-08-17-at-2.06.12-PM-266x145.png 266w"><p id="caption-attachment-131716" class="wp-caption-text">Source: foundationinc.co</p></div><p><span style="font-weight: 400;">LinkedIn’s Sponsored Content allows you to reach out to professionals who match your buyer personas. It allows you to share industry news that relate to your product, curate relevant content, repurpose your own content and embed rich media like videos, audio and SlideShare files. It also has tools for lead gen forms, audience targeting and network effect (beyond the LinkedIn universe). If this is your first time to use Sponsored Content getting started is fast. Just check the social network’s guide on </span><a href="https://business.linkedin.com/marketing-solutions/best-practices/ad-tips/what-you-need-to-get-started"><span style="font-weight: 400;">how to prepare a LinkedIn ad campaign</span></a><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">So, what are the SaaS marketing best practices for LinkedIn? Here are the essentials:</span></p><ol> <li><b>Be concise.</b><span style="font-weight: 400;"> Write concise headlines, no more than 150 characters and keep descriptive copy under 70 characters to avoid critical information being truncated.</span></li> <li><b>Use large images.</b><span style="font-weight: 400;"> The recommended size is 1200 x 627 pixels wide. According to LinkedIn larger images get up to </span><a href="https://business.linkedin.com/marketing-solutions/best-practices/ad-tips/sponsored-content-tips"><span style="font-weight: 400;">38% higher click-through rates</span></a><span style="font-weight: 400;">.</span></li> <li><b>Place clear CTA.</b><span style="font-weight: 400;"> Be precise on the action to take. Is it to download an ebook? Sign up for a free trial? Read industry report?</span></li> <li><strong>Follow the ad specs.</strong><span style="font-weight: 400;"> LinkedIn has specific </span><a href="https://www.linkedin.com/help/linkedin/answer/68894?src=or-search&veh=www.google.com%7Cor-search"><span style="font-weight: 400;">rules on ad Sponsored Content ad creation</span></a><span style="font-weight: 400;">. Make sure to keep to the specs to get your ad running smoothly.</span></li> <li><strong>Target the right audience.</strong><span style="font-weight: 400;"> LinkedIn allows you to target audience based on three criteria, one of which is location. Make sure, though, the criteria is not too specific as to narrow down your audience.</span></li> </ol><h3 id="facebook" class="bg-title"><span style="font-weight: 400;">5. What is Lead Generation in Facebook?</span></h3><p><span style="font-weight: 400;">Facebook should also be a part of your best SaaS marketing strategies. Some may argue that Facebook is for B2C, but you ignore the world’s largest social network at your own peril. For one, Facebook Lead Ads, its PPC product, can be your gateway to mobile users. Why is this important? A BigCommerce research showed that <a href="https://www.bigcommerce.com/blog/b2b-ecommerce-trends/">42% of B2B buyers use their mobile device</a> in a business purchase. Wouldn’t they be far off checking their Facebook page during the moment? Another thing, you can, in fact, use to your advantage this office pain point: <a href="https://www.dailymail.co.uk/sciencetech/article-5230085/Are-cyberloafer-Warning-slacking-online.html">employees spend about 2 hours a day slacking off online</a>. That’s a good time to catch their attention, too.</span></p><p><span style="font-weight: 400;">Facebook Lead Ads works right inside the newsfeed and lets you signal your business intent conveniently for prospects. Users can sign up to your offer with just two taps. It has tools for target marketing and customization also. How do you get started with Facebook Lead Ads? The social network provides a clear guide on </span><a href="https://www.facebook.com/business/help/397336587121938"><span style="font-weight: 400;">how to create Facebook ads</span></a><span style="font-weight: 400;"> including setting up your Page and Ads Manager.</span></p><p><img class="aligncenter size-full wp-image-62073 lazyload" alt="" width="800" height="390" sizes="(max-width: 800px) 100vw, 800px" data-src="https://financesonline.com/uploads/2017/09/Facebook-Pages-Manager-edited-image.jpg" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAADCAQAAAAe/WZNAAAADklEQVR42mNkgAJGDAYAAFEABCaLYqoAAAAASUVORK5CYII=" data-srcset="https://s.financesonline.com/uploads/2017/09/Facebook-Pages-Manager-edited-image.jpg 800w, https://s.financesonline.com/uploads/2017/09/Facebook-Pages-Manager-edited-image-300x146.jpg 300w, https://s.financesonline.com/uploads/2017/09/Facebook-Pages-Manager-edited-image-768x374.jpg 768w, https://s.financesonline.com/uploads/2017/09/Facebook-Pages-Manager-edited-image-93x45.jpg 93w, https://s.financesonline.com/uploads/2017/09/Facebook-Pages-Manager-edited-image-297x145.jpg 297w"></p><h3 class="bg-title">Conclusion</h3><p>You’ll notice that at the core of B2B lead generation best practices above is content. With a rich bank of guides, webinars, blog posts, white papers and other value pieces you’re giving potential customers more reason to engage you. And where better to engage them than in a marketplace where they are already shortlisting you and your competitors. Having your product listed in our directory is easy when you <a href="/add-product/"><span class="orange" style="font-weight: 400;">request a review for your product here</span></a><span style="font-weight: 400;">.</span></p> <div id="fot-social" class="fot-social" data-id="121596" data-type="post" data-url="https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" style="opacity: 0;"> <div class="fot-social__el fot-social__el--network "> <span class="icon icon--network"></span> <span class="count">38<span class="shares"> shares</span></span> </div> <a class="fot-social__el fb fb-button" href="https://www.facebook.com/sharer/sharer.php?u=https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" target="_blank"> <div> <span class="icon icon--fb"></span> <span class="txt">Share</span> </div> <span class="count">38</span> </a> <a class="fot-social__el tw" href="http://twitter.com/share?url=https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" target="_blank"> <div> <span class="icon icon--tw"></span> <span class="txt">Tweet</span> </div> </a> <a class="fot-social__el li" href="https://www.linkedin.com/shareArticle?mini=true&url=https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" target="_blank"> <div> <span class="icon icon--in"></span> <span class="txt">Share</span> </div> </a> </div> <div id="fot-social-inline" class="fot-social fot-social--inline"> <a class="fot-social__el fb fb-button" href="https://www.facebook.com/sharer/sharer.php?u=https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" target="_blank"> <span> <span class="icon icon--fb"></span> <span class="txt">Share</span> </span> <span class="count">38</span> </a> <a class="fot-social__el tw" href="http://twitter.com/share?url=https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" target="_blank"> <span> <span class="icon icon--tw"></span> <span class="txt">Tweet</span> </span> </a> <a class="fot-social__el li" href="https://www.linkedin.com/shareArticle?mini=true&url=https://financesonline.com/saas-lead-generation-best-practices-4-things-you-should-know/" target="_blank"> <span> <span class="icon icon--in"></span> <span class="txt">Share</span> </span> </a> <div class="fot-social__el fot-social__el--network "> <span class="icon icon--network"></span> <span class="count">38<span class="shares"> shares</span></span> </div> </div> <div class="single-page__author"> <div class="single-page__avatar"> <img src="data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACH5BAEAAAAALAAAAAABAAEAAAICRAEAOw==" data-src="https://sip.financesonline.com/uploads/2020/07/james_anthony.png?width=100&token=0gfyvbM7WepLX-xLRX6ifg" alt="James Anthony" class="lazyload" onerror="this.onerror=null; this.src='https://financesonline.com/media/themes/fot/dist/img/svg/user-avatar.svg'" > </div> <div class="single-page__author__desc"> <h4>By <a href="/author/james/" title="James Anthony">James Anthony</a></h4> <p>A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry鈥檚 cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline鈥檚 most creative resources on and off the office.</p> </div> <div class="clearfix"></div> </div> </div> <div class="fot-sidebar col col--25 col--sm"> </div> <div class="clearfix"></div> </div> <div style="margin-top: 15px"> Page last modified <time datetime="2024-09-28T02:00:01+00:00" title="2024-09-28 02:00:01">2024-09-28</time> </div> </div> </div> <div class="row"> <div class="news-tabs tabs"> <div class="news-tabs__content" data-items="2"> <div class="news-tabs__content-inner main-container tabs-content active"> <div id="related-posts-carousel" class="single-page-fixer glide"> <h3>Related posts</h3> <div data-glide-el="track" class="news-carousel glide__track"> <div class="glide__slides"> <div class="news-tabs__item item glide__slide"> <div class="news-tabs__news"> <a href="/c/shopping-cart-software/"> <img src="https://financesonline.com/uploads/2020/04/Shopping-Cart-Software-Guide-1-232x120.png" alt="Best Shopping Cart Software in 2024" class="lazyload"> </a> <div class="news-tabs__news-content"> <p class="news-title"> <a href="/c/shopping-cart-software/" title="Best Shopping Cart Software in 2024"> Best Shopping Cart Software in 2024 </a> </p> </div> </div> <div class="news-tabs__news"> <a href="/how-does-iq-option-work/"> <img src="https://financesonline.com/uploads/2017/12/Screenshot-IQ-Option2b_800x400-232x120.jpeg" alt="How Does IQ Option Work? 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