When it comes to lead generation for your SaaS company, it can be challenging to cut through the noise and appeal to your prospects. The SaaS market is highly competitive and has a high customer churn rate compared to non-SaaS companies.
Your leads can come from anywhere, as the lead generation ecosystem is multi-faceted. If you want your SaaS company to stand out, it’s not enough to rely on the typical lead generation strategies. When you capture more high-quality leads, you set yourself up to nurture these prospects into paying customers, ultimately boosting your bottom line. These tips from GROWL will help increase the number of incoming leads and the quality of the prospects.
1 Leverage Data-Driven Insights
The most helpful thing you can do to create a bold, effective lead generation strategy is dive into your data. Your data insights should drive your strategy since data can tell you what’s working and what isn’t. Anything else is just guessing.
Implementing and maximizing CRM software like HubSpot is incredibly important to ensure you have a thoughtful process for lead scoring. A CRM will help you track where your leads are coming from, their quality, if they converted, and if they didn’t, where in the buyer’s journey you lost them. Staying on top of your data using a CRM will help ensure your pipeline is as frictionless as possible.
You can also use a CRM to segment your leads based on important criteria, such as their industry or buyer’s persona. Segmenting your leads allows you to personalize your nurturing sequences and tailor your content to where your prospects are in their buyer’s journey.
2 Use Conversion Offers to Your Advantage
Conversion offers are an old play at this point. When a qualified prospect visits your website, you want to be sure you’re capturing their contact information with a conversion offer. Perhaps you have downloadable resources such as a workbook or whitepaper. Maybe you’re offering a free trial or demo. Conversion offers are a must, but they’re a dime a dozen. To stand out in the SaaS space, you need to get innovative with your conversion offers.
Instead of curating your conversion process around your offer, curate your offer around your prospects. Think about your target audience and answer these questions: What struggles do they face? What are their goals? What’s impeding them from achieving those goals? If you can’t answer these questions, it’s time to develop well-rounded buyer’s personas.
If you can answer these questions, the last question is: What knowledge do you have that can help your target with their pain point?
If you develop conversion offer content with your customer’s pain points in mind, you will see better landing page conversion rates.
3 Showcase Your Expertise
You may have the most cutting-edge SaaS offering or the most specialized sales funnel, but if you’re not seeing the ROI you’d expect, your brand may be missing an unexpectedly crucial brand aspect: trust.
A 2021 study found that trust is a brand feature that drives the most growth, and nearly two-thirds of customers will actively advocate for a brand they trust. In the noisy and competitive SaaS market, maintaining the trust and loyalty of your customers will ensure you see steady growth through word-of-mouth and other types of referrals.
An excellent way to establish credibility and trustworthiness for your brand is to commit to being an expert in the SaaS field. It may sound complicated, but there are only two simple steps to becoming a thought leader:
Being knowledgeable in your industry
Sharing your knowledge with others—for free
Awareness-level content, such as blog posts and YouTube videos, is a great way to establish yourself as a thought leader while maximizing your SEO efforts. Promote your expert content on social media using targeted tags to expand your reach and attract new leads. If your SaaS offering is in the B2B space, GROWL recommends being active on LinkedIn, as 78% of B2B social leads come from LinkedIn. It’s a great avenue to establish your brand as the expert while generating new leads.
Establishing your lead generation strategy takes time and dedication as your business builds trust, leverages data-driven insights, and crafts conversion offers designed to speak to your buyer personas. Need help developing your lead generation strategy? Contact the GROWL team today!