Having recently published an article which provided five effective marketing techniques for SaaS providers. We thought we would continue to equip you with such invaluable information surrounding this topic. In this article, we seek to present you with the most efficient SaaS Lead Generation Channels.
Lead Generation is critical in any business. Effectively, it’s your bloodline. A steady influx of leads provides your organisation with a pipeline from which it can feed. Like people, organisations get hungry and unless satisfied, their ability to grow can become stunted, their ability to learn hindered and their overall development extremely affected.
Through viewing Lead Generation in this way, you begin to realize the vital role it plays in your organisation.
However, today, we’re concerned about eating food which helps us grow better and gives us energy for longer. We can apply the same logic to SaaS Lead Generation Channels. We want sources which deliver the highest ROI and enable us to grow efficiently and effective
Five SaaS Lead Generation Channels
Through speaking to SaaS marketers and conducting several lead generation campaigns for SaaS vendors, we have been able to compile a list of the most efficient SaaS lead generation channels.
1) Referrals and Word of Mouth
According to research, 84% of B2B businesses initiate the buying process with a referral, and a further 69% of companies that implement a referral program say they close deals faster.
Information such as this is the reason we would class this as the most efficient SaaS Lead Generation channel.
2) Co-Marketing with other complementary SaaS Vendors
Now, before you get ahead of yourself and the alarm bells start ringing.
We’re not asking you to partner with one of your competitors.
Co-Marketing is when two-like minded brands align their marketing efforts to promote each others product or service. Co-Marketing differs from Co-Branding as it doesn’t involve releasing a new product. Instead of starting in the product development phase, it hits its stride when both parties find ways to highlight and cross-promote their mature offerings.
Co-marketing campaigns aim to deliver more significant results in terms of visibility, reach, and sales advances that could not have been accomplished without the support of another brand.
An excellent example of Co-Marketing is between Buffer and Social Chain.
Buffer is a software application. It is designed to manage accounts in social networks, by allowing users to schedule posts to Twitter, Facebook, Instagram, and Linkedin, and analyse their results
Whereas, Social Chain tell a brand’s story through creating dynamic, thought-provoking and engaging content through their 200+ million strong internal networks of social media influencers, pages and communities.
The organisations paired and produced a report titled ‘The State of Social‘. The report aims to provide readers with an overview of how marketers are using social media. Social Chain collected the data which was wrote into a report by Buffer for their blog.
Buffer received 17,000-page visits in a week and generated a further 3,000 shares across social media (significantly more than their average article).
For Social Chain whose clients include the likes of FIFA and Amazon, this campaign reinforced their brand identity and further positioned themselves as a thought leader in the social media industry.
3) SaaS Marketplaces
According to Gartner, enterprise customers of all sizes buy over half of their services from SaaS marketplaces, making them a pillar for successful SaaS Lead Generation.
A SaaS marketplace is a type of application marketplace. At a SaaS marketplace, customers can go to an online storefront to find, purchase, and manage cloud-based SaaS applications.
SaaS marketplaces can offer varying degrees of functionality, from simple listings where customers can compare SaaS products and be referred to a vendor to complete their purchases, to a full digital commerce experience that allows customers to buy and immediately provision software.
4) Content Marketing
Another crucial channel for SaaS Lead Generation is Content Marketing. Content Marketing consists of producing informative and authoritative pieces of content which aim to nudge your prospect through their purchasing cycle.
Examples of such content are Blogs, Articles, Use Cases and white papers. Content such as blog and Articles attract prospects to your website. Use Cases and White Papers illustrate your experience and expertise.
By creating content that answers your prospect’s questions, provides solutions and engages with them, you begin to build an initial relationship.
For example, this blog piece is titled ‘Top Five Lead Generation Channels’. To have stumbled upon this article, you must be seeking to discover new or improve your current lead generation initiatives. Through providing you with solutions related to your current issue, you may be intrigued to learn how our B2B lead generation services can help you further.
Applying the same logic to your own content creation efforts will drive visitors to your website. However, to truly succeed with content marketing, you need to measure its effectiveness. By not collecting or analyzing the data from your content, you’re increasing the risk of missing critical opportunities to develop your ability to create content that works.
With approximately 26% of companies in Software and Tech are using webinars, there’s no doubt that they are a top-performing SaaS Lead Generation Channel. According to a survey published by Demand Gen Report a staggering 76% of B2B buyers have used webinars in the past 12 months to make a purchase decision.
While blogs and articles can be relatively easy to produce, webinars take a little more time and effort. Despite this, their proven ability in recent years to boost businesses’ marketing, sales, training, and customer engagement efforts, webinars have become a marketing must-have.
Webinars are an online event. Their very nature allows people to attend from all over the globe, at the same time. Your goals for a webinar should be to educate, inform and instruct.
- Instruct how to use your product
- Demonstrate product in use or service updates
- Educate attendees their target market on common strategies through instructor-led training sessions
If you are to be truly successful using webinars as a SaaS Lead Generation Channel, we have a simple tip. Don’t produce Webinars frequently. We’ve witnessed stronger wins when the frequency of webinars have been reduced. For example, once a month.
This industry waits for no one. In such a highly competitive space, the time is now.
Whether you choose to utilize one, or several of these SaaS Lead Generation channels, there’s no doubt you will yield greater results. As we stated, leads are your companies bloodline without them you will seize to exist.