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Lead Generation Strategy to Help SaaS Businesses Grow: Top 11

Many marketing departments rely heavily on outbound sales methods for their daily operations. However, they might not be as effective anymore in the current SaaS (Software as a Service) market, as prospects are becoming more and more informed.


Businesses no longer have the option of bombarding prospects with endless pitches. One cannot deny the existence of email spam. A more sophisticated approach to prospecting and engagement is required for today's effective SaaS lead generation strategy. Some businesses depend on lead generation companies to provide them with high-value leads.

Utilizing both online and offline marketing strategies is a successful strategy for B2B SaaS companies to generate new leads and potential subscribers.

What is a Lead Generation Strategy in SaaS?

The primary goal of the SaaS lead generation strategy is to produce leads for SaaS (Software-as-a-Service) providers. Instead of requiring users to install software on their PCs, a SaaS provider offers applications that they can access online. Users can therefore access the program at any time and from any location. Salesforce (CRM), Slack (communication), GitHub (code hosting), and MailChimp are a few examples of SaaS businesses (Email Marketing).

Besides the internet, additional channels such as social media, blogs, advertisements, conferences, events, and more can also be used for lead generation strategy. The majority of leads today are, however, produced through online marketing initiatives and using sophisticated software like for high-quality data enrichment with easy CRM integrations.

One of the most difficult but rewarding tasks in SaaS advertising is pursuing prospects and convincing them to become clients. But precisely what is a lead? A lead is someone who isn't simply interested in your goods or service but is still in the early stages.

Those who began filling out a form on the website but abandoned it midway through or those who got a free trial of your program but never gave you their credit card information are examples of lead generation strategy. It is necessary to direct potential clients to your business so they can think about selecting you as a provider. Money, however, does not, as we all know, grow on trees. Therefore, leads must be pursued, confronted, and convinced to become consumers.

11 Methods That Help SaaS Businesses in Lead Generation Strategy

The following methods allow SaaS businesses to ace the lead generation strategy game:

1. Set S.M.A.R.T. Goals

You must have a goal before you sit down to develop any lead generating strategy for your SaaS firm. Not any objective. It must be a S.M.A.R.T. objective. The acronym S.M.A.R.T. stands for "defined, measurable, agreed, realistic, and time-bound." These qualities contribute to a goal's clarity and attainability.


Setting S.M.A.R.T. goals is crucial since it acts as a blueprint for everyone involved in coming up with the steps required to attain them. Asking the following questions can help you determine whether the objective you've set for your SaaS firm is a S.M.A.R.T. goal:

  • What do you hope to accomplish?
  • What specific metric will you use to determine when your target has been attained?
  • Do all of your stakeholders concur?
  • Are you equipped with the financial, human, and technological resources necessary to accomplish this goal?
  • When should you accomplish this objective?

2. Track Your KPIs for Lead Generation Strategy

The measures known as key performance indicators, or KPIs, allow you to compare the results of your prospect lead generation strategy to the S.M.A.R.T. target you've established. They let you know which of your tactics are effective and which ones require tweaking or improvement.

You can use this to determine what has to be done to enhance your lead generation strategy business model. As a result, you may be able to increase the number of leads for your brand.

Some of the most popular lead generation strategy KPIs to monitor are listed below:

  • Organic flow: This is the ideal kind of traffic to send to your website, any inbound marketer will tell you. This is because this type of traffic consists of individuals who find your website while looking for solutions to their difficulties.

  • The Ratio of Traffic to Leads: This KPwe reveals the percentage of website traffic that comes from paid, direct, social media, search engine, referral, and organic sources that result in new leads for your company. The ratio between your webpage traffic and lead conversion should ideally be direct. This implies that as your website traffic grows, so should the number of new leads you receive. If a lot of people are visiting your website but few leads are being generated, this is a hint that you need to audit the user experience of your website.

  • Conversion Rates for Landing Pages: This reveals the percentage of site visitors who convert into new customers for your company.

  • Rate of Clickthrough: This KPwe shows you which link is working the best in addition to how many people clicked on a link on your homepage or email to learn further about what you have to offer.

  • Rate of Bounces: The bounce rate of your website is another crucial KPwe because it lets you know how many visitors depart your site without visiting any further pages. One KPwe you don't want to have a high number for is this one. The smaller your site's bounce rate, the better, as it indicates that you have succeeded in grabbing the interest of your audience enough to pique their curiosity.

- Expense Per Lead: This KPI, as its name implies, reveals how much you spend on human resources, technology, and other resources to produce one new lead for your company.

3. Have a Clear Buyer Persona

The buyer persona for your SaaS firm is crucial to an effective lead generation strategy. Your buyer persona will provide you with a more precise understanding of the problems, passions, goals, and purchasing patterns of your target market. These will then enable you to connect with your customers and pique their curiosity to the point where they're prepared to share their contact information to learn more about what you have to offer.

It's crucial to emphasize that you are not required to stick with a single buyer persona. Based on the product they sell, SaaS companies and other enterprises frequently have many buyer personas. To ensure that they all represent your brand, just ensure that they are related to one another by sharing at least one characteristic.

4. Create Your Customer Journey from Their Perspective

Even if your SaaS firm is aimed at marketing-related businesses, you must keep in mind that they are searching for solutions to their existing challenges or issues. You must provide them with a sensible answer if you hope to successfully convert them into leads.

Focus your inbound lead creation tactics to address each of the many buyer's journey stages:

  • Stage of Awareness: Your customer has identified a problem or difficulty and is interested in learning more about it.

  • Stage of Consideration: Your customer is aware of the problem or difficulty and is now seeking potential solutions.

  • Choosing Stage: Your buyer is currently choosing the best option from a shortlist of available options.

5. Do Your Keyword Research

A keyword is a term or a group of words that users use to search the Internet for content. It acts as a link that directs your target audience to various articles on the website or blog of your business.

Making a list is the first stage in the keyword research process. You can use the following advice to create a list of keywords for your lead generation strategy:

  • Consider your Target Audience: Consider yourself your client, and consider the keywords and phrases you would use to search for a good or service.

  • Identify and Target Niche Markets: If you sell accounting software, for instance, include phrases like "small business accounting software," "accounting software for non-accountants," and "accounting software for startups" in your list of keywords.

  • Specify Broad Phrases: Long-tail keywords are more powerful than common terms, but adding them to your list can help you connect with customers you might not have otherwise thought of.

The following step is to determine the keywords you'll employ for your lead generating strategy once you have your list of potential keywords. There are three considerations to keep in mind while conducting keyword research to determine the most effective terms for your lead generation strategy:

  • Volume of Monthly Searches: This is the typical number of individuals who search for anything using a given term per month. We typically select long-tail keywords with at least 50 monthly searches.

  • Keyword Complexity: This informs you of how difficult it will be to rank for a specific keyword. When comparing this to Google Keyword Planner, which assesses the amount of competition as Low, Medium, or High, SEMRush and Moz tend to be more accurate.

  • Domain Power: We discovered this add-on when using the Moz keyword research tool. This is a ranking system that Moz created that predicts how well you'll score on the search engine results page (SERP).

Most people would halt here. But SaaS firms who have great success with their lead generation strategy go even further than this. Instead of creating content based on the keyword list they received, they use this list on websites like Quora and Answer the Public.

The primary goal of the SaaS lead generation strategy is to produce leads for SaaS providers.

The explanation is straightforward: keyword research programs only give you information on the most popular keywords that people who are similar to you use to search the Internet. They withhold the exact queries they have and the answers they seek from you.

6. Perform On-Page SEO

One myth that is spreading among newcomers to inbound marketing is that SEO is no longer relevant, especially in light of all the recent changes Google made to its algorithm. The audience will eventually find you if you consistently provide high-quality material. Even while we firmly believe that you should always focus on producing high-quality content, SEO is still important for your website, especially if you wish for a better resulting lead generation strategy for your SaaS startup.

To make it simpler for search engine bots to find your website and show it on their Search Engine Results Pages, you should follow a set of SEO (search engine optimization) principles (SERPs). Your target audience won't be able to read your material, no matter how wonderful it is, if the search bots can't find it.

Utilizing meta tags is one method of on-page SEO for your website. When performing on-page SEO, it's crucial to pay attention to the following two meta tags:

  • Title Tags: Your page's or article's title tag instructs search engines how to display it in their SERPs. Make sure your title is no longer than 160 characters.

  • Description Meta: Many websites mentioned in SERPs depend on their meta description tags to succeed or fail. Additionally, it's one of the crucial elements that search engines consider when putting your website on their SERPs. Since search engines typically allow a total of 160 characters in meta description tags, keep this concise.

7. Optimize Your Website’s Speed

You have 3 seconds to load your webpage. If you wait any longer, you risk losing a potential consumer as well as damaging your search engine rankings. Even a small increase in loading time for your website can have a favorable effect on your lead generation strategy and sales generation rates.

What occurred with Walmart was this. After redesigning their website to speed up loading, they noticed a 2% boost in sales conversion for every additional second and an incremental revenue increase of 1% for each additional hundred milliseconds.

8. Make Sure Your Website is Mobile-friendly

Having a mobile-friendly website is crucial if you want to create leads for your SaaS startups. Make sure to select a responsive site theme if you're not hiring a web developer to build your business' website. Simply said, it implies that the theme adapts automatically to the device your consumer is using to access your website, making it load faster and simpler for them to browse.

Another is to substitute Click-to-Call links for the standard call-to-action buttons on your website. When people want to learn more about your product, this makes it simpler for them to contact you.

9. Create a Video for Your Product

Consider making a movie to promote your SaaS product and address the most frequently asked questions about it as opposed to providing a normal FAQ section for it. Today, videos are quickly overtaking all other types of information in popularity. 92% of B2B marketers use videos in their lead generation strategy and demand generation initiatives and perform high-quality B2B lead generation, according to E2M Solutions.


65% of people are visual learners, which means they comprehend information more rapidly when it is presented to them using audio-visual resources like movies and graphics. This is part of the explanation. You may reach these customers that you wouldn't otherwise be able to with just well-written material on your website's landing page by making a video that explains your offering.

You may start establishing trust with your potential customers by using videos. Product explainer films can help you generate 33% more leads because they make potential customers feel more comfortable doing business with you when they see and hear someone from your organization discussing your product.

10. Write Quality Blog Posts

Another effective strategy to create leads for your SaaS firm is to have a blog on your website. By sharing your knowledge and helping your clients with their most pressing issues, it allows you a platform to position your company as an authority in your niche.

The secret to turning your blog into a powerful lead generation strategy tool is consistency. Your ability to publish high-quality articles three times a week is ideal. Make sure to strategically include call-to-action links within your content when using blog articles to create leads. When Precision Marketing Group decided to increase the frequency of blog posts to increase fresh lead generation, they made sure that each article contained three strategically placed call-to-action links in addition to high-value content.

They created enough "bridges" in this way to lead visitors to their landing sites. Precision Marketing Group raised the number of fresh leads they produced by 259% as a result.

11. Write Guest Blog Posts

You did read that correctly. Contrary to what many inbound marketers might believe, guest blogging is still relevant. In reality, Ahref conducted a poll of the whole industry and found that the vast majority of those who answered continue to employ guest blogging to promote their websites as a component of their lead generation strategy.


Online B2B professionals are numerous; therefore, diversity is essential when producing leads. In some situations, they prefer casual chat, while in others, business discourse. Be there, and you'll be noticed.

How can you possibly comprehend how to generate B2B leads without first learning everything there is to know about them? As a result, gives you the best chance to acquire accurate and hard-to-find company information that will help you strengthen your ideal client profile.

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