12 Tips on How to Scale B2B SaaS Lead Generation

Survival in the B2B SaaS space is all about retaining old customers and constantly signing up new ones. To do that, you need to have a strong lead generation strategy in place.

Unfortunately, too many B2B SaaS organizations view “lead generation” as “marketing.” It’s not – it’s a team effort between marketing, sales, and product. B2B SaaS customers are pickier than ever, and it takes a concerted effort from every team to land and close more deals.

In this guide, we’ll reveal 12 of our most powerful lead generation tips. These are the exact tactics we use to help our B2B SaaS clients exceed their MRR, hit their expansion goals, boost their subscription renewals, and power up their customer lifetime value.

1. Use SEO to attract more website visitors

B2B SaaS SEO targets a special kind of traffic: decision-makers.
Various SaaS SEO tactics are designed to lead those decision-makers straight to your website. Here are some examples:

• Keyword research reveals the exact terms your B2B audience is typing into Google.
• Competitor research reveals what’s working for your biggest competitors – then beating them at their own game.
• Onsite SEO ensures that key elements like meta titles, headings, images, and content are optimized for search engine visibility.
• Technical SEO optimizes how search engines crawl and index your website, leading to higher rankings in SERPs.
• Offsite SEO amplifies the reach and authority of your website, improving rankings even further.

It’s a complex process that takes time to deliver results. But when done right, SaaS SEO is one of the most powerful lead gen strategies in your arsenal.

How do we know? Because we’ve used those same SaaS SEO strategies to help Common Ground clients hit insane results.

We’re talking numbers like a 110% increase in conversions, a 53% increase in trial sign-ups, and a 273% increase in new leads.

Check out how we can make that happen for you through SaaS SEO.

2. Review your product pricing structure

B2B SaaS product pricing is often overlooked as a lead gen tool. B2B clients aren’t necessarily looking for the cheapest product – they’re typically happy to spend on quality and value.

That means you need to think about your pricing structure beyond the sticker price. Is it easy to understand and purchase? How flexible is it? Are you offering volume discounts and bundle pricing?

We recommend A/B testing several pricing options to see what works best and drives the highest conversion rates, such as:

• Flat rate: A single price for a product or service
• Multi-tier: Different prices based on the features included
• Freemium: A combination of free and paid plans
• Pay per user: Different pricing tiers based on the number of users
• Pay as you grow: Flexible and scalable pricing models

Don’t forget to gather feedback from your current clients as well. By tweaking your product pricing structure (and being honest about it!), you can attract more leads and increase your B2B SaaS lead generation.

3. Connect with the right people on LinkedIn

Compared to Facebook, Twitter, Instagram, and other social media platforms, LinkedIn is all about professional networking. This is where thought leaders, high-level executives, and decision-makers hang out, making it an exceptional lead generation tool for B2B SaaS businesses.

Never done LinkedIn lead gen before? Follow these tips to help:

• Use relevant keywords and phrases to find people in your target market
• Create a shortlist of the most relevant profiles and start connecting
• Post content that offers value, not just self-promotion
• Reach out to them directly to start a conversation
• Create sponsored content and/or ads to help get a better reach

Remember – it’s all about building relationships. Once you’ve established trust and credibility with the right people, it will be easier to generate more leads for your B2B SaaS organization.

4. Use case studies to present real success stories

Attract potential leads by showing them how your SaaS software has helped B2B customers solve their problems through engaging case studies.

Case studies are a blend of storytelling and data. A well-prepared, engaging case study should include the following:

• The customer’s background and industry
• A description of the challenges they faced
• The SaaS software solution you provided
• Results achieved and how the solution impacted their business
• Conclusion with a powerful call-to-action

Case studies can be shared on social media, published in newsletters or sent to prospective customers via email. Present them from the customer’s point-of-view and focus on the practical benefits, not just features.

5. Maximise social proof

Similar to case studies, customer testimonials, and reviews present valuable social proof that your B2B SaaS product has been successfully used by customers.

Display them prominently in all of your marketing assets – your website, social media profiles, landing pages, email newsletters, and other communication channels.

The same goes for any awards, notable partnerships, and industry recognitions you may have received. As a B2B SaaS business, the number of customers you’ve served and the rate of that customer growth are also key elements to highlight.

Don’t be afraid to let your customers do the talking – it can have a significant impact on the trustworthiness of your product or service and help drive more leads.

6. Present competitor product comparisons

B2B leads are always shopping around for the best SaaS software. Simplify the decision for them by creating your own side-by-side comparison versus your top competitors. This way, you control the narrative while highlighting your product’s unique features, capabilities and advantages.

Try to be creative here – instead of just a list of features, try creating an infographic or an interactive comparison page that makes it easier to compare and contrast the different products.

Showcase your SaaS solution’s USP while driving home the weaknesses of your competition. For instance, do you offer more value for the same price? Are your clients raving about your software? Is your technology more advanced than theirs?

At the same time, we suggest being fair and honest by avoiding any misleading claims or exaggerations. Remember that B2B leads are business owners like you – they know their stuff and can smell false advertising a mile away.

7. Use data to create authoritative content

Authoritative, unique, and compelling content is a cornerstone of B2B SaaS lead gen. Not only does it help attract backlinks, but it also gives your brand credibility and authority in the eyes of potential customers.

That means using data – and lots of it. Analysis of customer trends, market-specific insights, and user behaviour all help shape the narrative you want to convey.

Consider as well that different types of content appeal to potential B2B leads. For example, some may like reading blog articles, while others may prefer watching videos, receiving newsletters, skimming whitepapers or even listening to podcasts.

Create a broad range of content using the data you have collected so that your message reaches as many potential leads as possible. Don’t forget to include calls-to-action and relevant links back to your website so prospects can see what solutions you are offering and contact you easily while they’re at it.

8. Use podcasts to expand reach

On the subject of creating multimedia content, don’t underestimate the power of podcasts. Just like you, B2B customers are busy people who may not have the time or inclination to read long-form content.

Podcasts provide an easy, dynamic way to get your message across while also providing an opportunity to connect with key decision-makers in a more informal setting.

It’s not always necessary to create your own podcast – although that is a great idea if you have the resources. If you don’t, the next best thing is to find a relevant podcast, request to be a guest speaker and talk about your product or service.

Be sure to have an elevator pitch prepared so you can concisely explain what your SaaS solution does and how it can benefit the listener. Be sure to link back to the podcast host’s site as a courtesy, and as always, include a CTA to your lead generation landing page.

9. Create engaging video content

Video has taken over all other forms of content online. It’s engaging, and entertaining and creates a sense of personal connection with the audience. Plus, with today’s technology and countless video editing apps and tools, it’s now quite affordable to create marketing videos for B2B SaaS organisations more than ever.

Follow the “show, don’t tell” rule for your videos. For instance, instead of explaining what the features do, conduct a video demo of your SaaS software. Ask your top clients for testimonial videos for more social proof, or even create a documentary-style video version of a case study.

Keep all of your videos data-driven as well. Use data to demonstrate the successes and value of your software. Showcase how it fits into a B2B customer’s workflow and why it is the best solution for their business needs. Include multiple CTA buttons throughout the video as well.

Finally, distribute your video content on all of your platforms to maximise its reach. You can even transform it into other types of content, such as posting an interesting snippet on Facebook, launching an email newsletter, or writing a blog post to expand on data points.

10. Get listed on all business software platforms

To generate even more B2B SaaS leads, establish a presence on as many business software platforms as possible. These are places where B2B customers search for software, read reviews from other B2B customers, and find solutions that meet their needs.

For example, G2 is a popular platform among B2B customers due to its huge selection of B2B SaaS products and detailed user reviews. Likewise, Capterra is another platform where businesses can easily find the right software for their organisation.

However, don’t stop at just listing your B2B SaaS product and company on these platforms. Instead, strive to have an active presence on them through reviews, ratings, and detailed product descriptions. This will help your B2B SaaS business gain trust with potential customers and boost visibility, credibility, and even create new relationships with your target market.

11. Build a B2B referral program

Turn your current customers into lead generators by designing a B2B referral program. This gives them the incentive to tell others about your product or service.

A B2B referral program can take many forms, and these are some of the most popular:

Referral discounts: Offer existing customers a discount in exchange for referring their friends and colleagues. This can be a one-time reward or a tiered reward, where customers get greater discounts if they refer more people.

Gift rewards: Aside from discounts, you can also offer gifts, such as a free gift card or a product upgrade, to customers who refer new leads.

Referral contests: Run quarterly or monthly referral contests to engage existing customers and encourage them to share your product or service. The top winner can receive a grand prize, such as a free one-year subscription to your service.

Affiliate program: Another common B2B SaaS lead gen tactic is to set up an affiliate program. This involves paying commissions to people who refer customers and make a purchase or subscribe.

By creating a B2B referral program, you’ll be able to not only generate more leads but also reward your loyal customers and create a more personal connection with them. Plus, it’s an excellent way to tap into powerful word-of-mouth marketing, which can have a major influence on 91% of B2B purchasing decisions.

12. Sponsor industry events

Finally, consider being a regular sponsor of major events in your industry. Aside from helping the organisers hold a successful event, it’s also an excellent way to drive brand recognition, expand your network, and, ultimately, generate leads for your B2B SaaS business.

As a sponsor, you can unlock opportunities such as being featured in panel events, becoming a keynote speaker, or even running a booth at the event. These are all outstanding ways to get noticed and make your brand more visible to B2B customers.

On top of that, you can also use events as a platform to promote your products or services and interact with potential customers in person.

Wrapping it up

B2B SaaS lead generation requires an efficient and strategic approach. The 12 tactics we discussed are some of the most effective ways to boost your B2B SaaS leads, but it also takes the right experience, tools, and team to maximise those strategies.
Common Ground specialises in B2B SaaS lead generation, and we have an entire portfolio to prove it. In fact, why don’t you check out our own B2B case studies right now?

See for yourself what we can do for your business – then send us a message to schedule a FREE 30-minute consultation with our B2B SEO Lead Generation experts. Let’s start generating more leads and growing your business today!