5 Lead Generation Tips for SaaS Companies

Each type of B2B tech company faces unique lead generation challenges. The software as a service (SaaS) industry is constantly growing and evolving, making crafting relevant messaging and engaging targeted audiences difficult. To be successful with lead generation, SaaS companies must differentiate their brand and adapt with changing customer needs.  

TSL Marketing’s SaaS Marketing Survey found that, while 88% of SaaS companies use their websites for lead generation, they struggle to produce quality leads. As a B2B marketing agency with over 25 years in the business, TSL understands how to overcome lead generation challenges.  

Here’s an overview of 5 tips your SaaS firm can use to generate more high-quality leads. 

1) Create Engaging Content 

Content is a great way to attract and engage potential customers. By creating educational and entertaining blogs, eBooks, infographics, videos, and white papers, your SaaS company can explore customer pain points that your software can solve without presenting a direct sales pitch. Quality content helps your company come across as a trusted and authoritative thought leader in the industry. Optimizing your content using search engine optimization (SEO) will ensure that potential customers find your SaaS firm when looking for information during the awareness, consideration, and decision stages of the buyers journey. 

2) Optimize Landing Pages 

Landing pages provide opportunities for generating and converting leads using attractive offers. Optimizing your landing pages will help your SaaS company attract more leads and encourage them to give information that can be used for follow up and conversion. Landing pages should convey a clear message with an obvious value proposition. To promote form completion, the amount of information you ask for in the form should correspond with the value of the offer. Making the call to action (CTA) prominent and focusing on a single CTA will increase the chances of generating leads with a landing page. 

3) Leverage Social Media Ads 

Social media platforms are an ideal place to find customers where they like to hang out. Leveraging social media advertising will help your SaaS company reach and engage a targeted audience. For B2B tech companies, like SaaS firms, LinkedIn is the perfect social platform for advertising software products because IT professionals use the platform to network. LinkedIn ads create opportunities to generate leads through direct engagement and referrals in the form of shares.  

4) Build Trust 

Trust is a hot a commodity in the SaaS market To promote lead generation, your SaaS firm should incorporate trust signals into your website content and offers. Trust signals include case studies, testimonials, certifications, and awards. These trust signals show that your company has a track record of successfully helping organizations solve business problems using your products. Certifications and awards establish authority and expertise in leading technologies, qualities that encourage customers to partner with your SaaS firm. 

5) Use Lead Scoring 

Understanding the quality of the leads your SaaS company generates helps improve your lead generation efforts. Leads can be scored on a scale of 1 to 100, quantifying how close a potential customer is to making a purchase. Some lead scoring models assess leads according to the source of generation, allowing your company to determine which channels produce the highest quality leads. Based on this information, your SaaS firm can focus lead generation efforts on the most successful channels to gather Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). 

Partner with a Marketing Agency for SaaS Lead Generation

When it comes to lead generation, your SaaS company doesn’t need to go it alone. TSL Marketing provides lead generation as part of our SaaS Marketing and Sales Services. Our team will work closely with your company to develop a winning lead generation strategy that overcomes challenges unique to SaaS firms so your company can fill the pipeline. 

Identify and meet your lead generation challenges. Ask for a Digital Marketing Assessment for SaaS Companies from TSL Marketing.