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Lead Generation for B2B SaaS Startups

Emilio Garcia

Lead generation campaigns should be powerful enough to generate trust while educating each one of your potential customers. However, as a B2B SaaS startup, which are the best practices to offer something valuable and substantially different from the competition?

In this article, we will analyze some of the best B2B SaaS lead generation strategies that can help you reach the results you're looking for.

1. Design your Buyer Personas

It is essential to know who are your customers when designing your Buyer Personas, and the perfect way to get useful information about your audience is by analyzing them through social media, email, and landing pages. For example:

  • Ask them specific technical needs. As a startup offering software or digital services, you can learn more about their preferences by asking clear-cut questions, such as: What features are they looking for? A faster product? More on-the-cloud space? Preferential pricing?
  • Evaluate their long-term plans and vision. Check the profiles of your prospects through different channels. With this information, you will be able to create segmented content for both your leads looking for short-term solutions and those most likely to develop a long-term relationship with your company.

2. Launch a Video Marketing Campaign

There's nothing like educational content to attract B2B leads. Therefore, you need to create some videos for Social Media and for your corporate blog to guide your audience in the right direction.

  • Keep them short but relevant. Your video content should be engaging and attractive. So please get to the point by explaining exactly how your SaaS system works, what are its main advantages, and how it improves the user's experience by saving valuable time or reducing costs, for instance.
  • Use Facebook Live Streaming. 96% of B2B companies use this technique as a marketing tool, so you can start hosting valuable live streaming sessions intended to solve questions. Also, this kind of interaction will let them know that there's a team behind your brand that genuinely cares about their needs.

3. Impact your audience through blogging

Your leads are looking for software solutions as much as they want to find valuable content. As blogging will never go out of style, create relevant posts based on topics such as:

  • Your niche's latest trends and news.
  • Tips on how to get the best out of your SaaS offer.
  • Testimonials from your most important clients about how your product has changed their workflow and improved their ROI.

4. Keyword Research

Before content creation, you must run in-depth research on keywords that you will later include in your blog posts, videos, and social media updates. Use Google Keyword Planner or Moz to find your keywords and take a look at these aspects:

  • Consider the monthly search volume. These tools will tell you the average amount of people looking for specific keywords every month. By knowing this, you will get the keywords with higher competition as well as those long-tail terms you can use to stand out from your competitors.
  • Search for questions. To satisfy your leads most urgent needs, you must think like your prospects by asking some possible questions and searching on the digital space by using keywords. These questions will give you a clear idea of how to create personalized content for your audience.

5. On-page SEO

High-quality content is just one part of your campaign. To attract the leads your SaaS startup needs, you also must pay close attention to every on-page SEO element:

  • Personalized URLs. Each one of them should be as short as possible and include at least one keyword.
  • Title tags. Your title tags become the headline for your content on the Search Engine Results Pages (SERPs). For instance, your title tags must contain between 50-60 characters and include your primary keyword first, then a secondary keyword, and finally, your brand name if necessary.
  • Page speed. Your website must display the content within a couple of seconds to ensure more traffic. If the loading speed takes longer, you might lose the chance to gain valuable visitors or possible customers. That's why you should run a regular speed load test to make sure everything is okay.

6. Your website should be mobile-friendly

In the USA, at least 51% of the time people spent on the Internet was on a mobile device. For this reason, your blog and main website should be mobile-friendly, so take a look at these aspects:

  • Your website theme must be responsive.
  • Use Call-To-Action links instead of regular buttons so your leads can access your content quickly from their mobile devices.

7. Invite your leads to a free webinar

A free webinar is an excellent B2B lead generation tool for SaaS startups as it allows real-time interaction with your prospects.

Through this tool, you can provide them with all the information they're looking for, such as monthly prices, a detailed explanation of how your system works and why it is a one-of-a-kind solution in the market.

8. Use chatbots to gain more leads

AI-powered instant messaging is crucial in lead generation: 55% of users say that they prefer to get simple answers from a chatbot while 64% of them think that a 24-hour service is the best feature about it. Make it part of your plan to take care of your leads at any time.

9. Offer a free trial

Finally, you may want your potential customers to test your SaaS system before closing the deal. Offer them a 14-day or 30-day free trial so that they can enjoy most of the available features.

Before starting your B2B SaaS lead generation plan, check out these strategies to adopt the right ones for your startup. Engage your leads with attractive and useful SEO optimized content and provide them with the right tools and technology to keep in touch during the nurturing process.

Originally published August 29, 2019, updated July 28, 2020.

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