12 Outbound & Inbound B2B SaaS Lead Generation Strategies

B2B lead generation is generally more complex than B2C due to longer sales cycles, multiple decision-makers, and a focus on addressing specific business needs. It requires in-depth industry knowledge, social proof, and relationship-building to establish trust.

Probably this is why 68% of B2B business owners report struggling with their lead generation efforts. There’s more than enough information on the internet on B2B SaaS lead generation, and new marketers are confused about which one to rely on. 

If that’s the case with you, I suggest outbound tactics. Try outbound strategies like cold emailing and LinkedIn prospecting for initial cash inflow. Keep working on inbound tactics like blog and YouTube simultaneously. 

To learn more about B2B SaaS lead generation, keep reading this article till the end. I have divided lead gen tactics into inbound and outbound for better understanding. 

What is B2B SaaS Lead Generation

It's the process of identifying and attracting potential business customers (leads) for a Software as a Service (SaaS) company's products or services. 

This involves strategic sales and marketing efforts aimed at capturing the interest of other businesses that could benefit from the SaaS solution. The goal is to nurture and qualify these leads, ultimately converting them into paying customers to drive revenue growth for the SaaS provider.

Types of B2B Lead Generation Tactics for SaaS Companies

All lead generation tactics can be categorized into 2 categories:

1. Inbound 
2. Outbound

Each category encompasses various strategies and techniques designed to attract and convert potential customers.

Inbound Lead Generation for B2B SaaS

Inbound lead generation focuses on attracting potential customers through valuable content and experiences tailored to their needs and interests. This approach leverages various channels such as content marketing, SEO, social media, and more. Here are some effective inbound lead generation strategies:

1. Content Marketing
   • Blogs: Regularly publishing informative and engaging blog posts can attract organic traffic and establish your company as a thought leader in the industry.
   • E-books and Whitepapers: Offering in-depth guides and resources in exchange for contact information can help capture qualified leads.
   • Webinars and Podcasts: Hosting webinars and podcasts allows you to share expertise and engage with potential customers in a more interactive format.
2. Search Engine Optimization (SEO)
   • Keyword Optimization: Using relevant keywords like "lead generation for B2B SaaS" and "SaaS lead generation strategies" in your content can improve search engine rankings and attract organic traffic.
   • Backlinking: Building high-quality backlinks from reputable sources can enhance domain authority and drive more traffic to your site.
3. Social Media Marketing
   • LinkedIn: Leveraging LinkedIn for B2B SaaS inbound marketing can be particularly effective, as it allows you to connect with decision-makers and industry professionals.
   • Content Sharing: Regularly sharing valuable content on social media platforms can increase brand visibility and attract potential leads.
4. Email Marketing
   • Newsletters: Sending out engaging and converting newsletters can keep your audience informed and interested in your offerings.
   • Lead Nurturing: Implementing automated email sequences to nurture leads through personalized content can significantly improve conversion rates.
5. Inbound Lead Generation Services
   • Partnering with a SaaS lead generation company that specializes in inbound marketing can help streamline your efforts and ensure a steady flow of qualified leads.

Outbound Lead Generation for B2B SaaS

Outbound lead generation involves proactively reaching out to potential customers through various direct methods. This approach can be highly effective when targeting specific segments of your market. Here are some key outbound lead generation strategies:

1. Cold Emailing
   • Personalization: Crafting personalized emails tailored to the recipient's needs and pain points can increase open and response rates.
   • Automated Sequences: Utilizing outbound lead generation service for B2B SaaS to manage and automate email sequences can save time and enhance efficiency.
2. Cold Calling
   • Targeted Outreach: Focusing on specific industries or roles that align with your ideal customer profile can improve the success rate of cold calls.
   • Follow-Up Strategies: Implementing a structured follow-up strategy can help maintain momentum and increase the likelihood of conversion.
3. LinkedIn Outreach
   • Connection Requests: Sending personalized connection requests to potential leads on LinkedIn can initiate valuable conversations.
   • InMail Campaigns: Using LinkedIn InMail for direct outreach can be an effective way to reach decision-makers in your target market.
4. Account-Based Marketing (ABM)
   • Targeted Campaigns: ABM involves creating highly personalized campaigns for specific accounts, ensuring that your message resonates with key decision-makers.
   • Multi-Channel Approach: Combining email, phone, social media, and direct mail to engage with target accounts can increase the effectiveness of your outreach efforts.

But, before launching any B2B saas lead generation strategy, a marketer must create an ICP (Ideal Customer Profile).

An ICP represents the characteristics of the companies or organizations that are a perfect fit for your product or service. It's a detailed description of the type of businesses that your offering is most suited for. 

ICP typically includes attributes such as 

• Industry
• Company size
• Location
• Revenue
• Technological stack
• Pain points
• Challenges, and more. 

Identifying your ICP helps you focus your marketing and sales efforts on targeting the businesses that are most likely to benefit from and purchase your solution.

For example, the ICP for a B2B company providing cybersecurity solutions, the ICP might be a medium-sized financial institution with annual revenue between $50 million and $500 million, located in North America, using cloud-based systems, and concerned about data breaches and compliance.

To create an ICP, listen to your best buyers, figure out why they chose you, and how your product is bringing positive changes in their business. Group the shared traits, patterns, and preferences you find. Next, piece everything together to form your ICP framework. Keep modifying it as your audience grows.

Once you're done with the ICP, list down your marketing goals before selecting your lead generation channel.

For instance, if you are aiming to reach a broad audience quickly, choose outbound marketing tactics like paid ads or cold emailing. This choice also depends on your budget. If you're on small budget and have a small team, cold emailing might be a better idea for your business.

Again, inbound marketing is ideal for building relationships and nurturing leads, like using content marketing to attract and engage potential customers through blog posts, videos, or social media content tailored to their needs.

The bottom line - your choice of lead gen channel should align with your specific marketing objectives and target audience.

Go through the outbound and inbound tactics below to choose the best lead gen channel for your marketing goals.

6 Outbound B2B SaaS Lead Gen Ideas

Outbound B2B SaaS Lead Generation involves actively reaching out to potential business clients through methods like cold calling, ads, cold email campaigns, and networking events, etc. to generate interest and promote your SaaS product/service. 

This section includes 6 outbound lead generation ideas. These ideas apply any SaaS company, including the agencies that offer lead generation as a service

to identify and engage with potential clients, driving them to explore and adopt your SaaS solution. 

#1 Cold Email 

Cold emails remain a cornerstone of lead generation for B2B SaaS organizations. For instance,

Rock Solid Lead Generation, a SaaS lead gen agency, achieved 61% positive responses out of their total reply rate using cold emails. Another lead generation agency, Anevo Marketing, booked over 30 meetings within a month for a single client. Again, by sending cold emails. 

Cold emails are still the most effective lead-generating medium for B2B SaaS organizations. 

Still, having second thoughts? You can check out the cold email statistics. 

The Cold Emailing Process

Cold emailing may seem straightforward, but achieving success requires a strategic approach. —you can send mass emails by using a cold email tool, such as Smartlead:

• Research and target your audience.
• Build a quality email list
• Choose a reliable Email Service Provider (ESP)
• Subscribe to a cold email tool
• Create compelling subject lines.
• Personalize each message.
• Attach relevant content. 
• Keep messages clear and concise.
• Include a strong call-to-action (CTA).
• Optimize for mobile.
• Provide an unsubscribe option.
• Do A/B testing before sending emails.
• Schedule delivery strategically.
• Track metrics.

Tips for Launching An Effective Cold Email Campaign

Cold emailing, when done right, can be a powerful tool for lead generation in B2B SaaS. However, it requires careful planning and execution to be effective and comply with relevant laws and regulations. Here's a step-by-step guide to help you launch a successful cold email campaign:

Step 1: Purchase a Secondary Domain

When reaching out to cold prospects through email, it's crucial to use multiple domains in your email infrastructure to minimize the risk of blacklisting and ensure better deliverability. Here’s how you can determine the number of secondary domains needed:

• Limit emails sent per address to fewer than 50.
• Do not exceed 3 email accounts per domain.

To calculate the required number of secondary domains:

1. Divide the total number of emails you want to send by 50 to get the needed email accounts.
2. Divide the email accounts by 3 to determine the number of domains.

Consider factors like price, registration duration, transfer ease, expiration policies, and additional services when choosing secondary domains. Reliable sellers include GoDaddy, Cloudflare, Hostgator, and CrazyDomains. Set up 301 redirects after purchasing the domains.

Step 2: Complete Your Technical Setup

A proper technical setup is crucial for successful cold email campaigns. It ensures email authentication, reducing the risk of your emails being marked as spam. Here’s what you need to set up:

• MX (Mail Exchange) Records: Specify mail servers responsible for receiving emails on behalf of a domain. Set up MX records for Gmail, Zoho, or Outlook as per your chosen ESP.
• SPF (Sender Policy Framework) Records: Prevent email spoofing by specifying authorized mail servers for your domain.
• DKIM (DomainKeys Identified Mail) Records: Enhance email authenticity by associating a domain with an email.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance) Records: Specify how a recipient’s email server should handle messages that fail SPF or DKIM checks.

Set up email forwarding in Gmail and Outlook to centralize responses, ensuring efficient communication.

Step 3: Connect Email Accounts to a Cold Email Tool

After your technical setup, connect your email accounts to your chosen cold email tool. Subscribe to software that allows adding bulk email accounts, such as Smartlead. Here’s how you can do it:

1. Open the cold email software (e.g., Smartlead).
2. Go to the "Email Accounts" tab from the main menu.
3. Follow the steps to bulk add email accounts.

Step 4: Warm Up the Email Accounts

Warming up email accounts before sending bulk cold emails is crucial for establishing a positive sending reputation. Tools like Smartlead have an in-built ramp-up feature that gradually increases warm-up email volume. Here’s how to warm up your email accounts:

1. Open your cold email tool (e.g., Smartlead).
2. Go to the “Email Accounts” tab and select the email address you want to warm up.

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3. Configure the warm-up settings:

• Enable "email warm-up".

• Set the "total number of warm-up emails per day" (start with 4-8 emails per day).

• Enable "Daily Rampup".

• Set the "randomize number of warm-up emails per day".

• Set a target reply rate (start with 30%, then increase to 70% over time).

Track the performance of the email warm-ups from the metrics dashboard to see if there are any email deliverability issues.

Step 5: Create a Lead List

A lead list for a cold email campaign is a carefully curated collection of potential recipients who align with the Ideal Customer Profile (ICP). This list includes contacts specifically targeted for cold email outreach, and it is essential to ensure that it is accurate and relevant. Utilizing email finding tools can significantly enhance the process of building and refining these lead lists.

To streamline the creation of a successful lead list, consider using Smartlead. Smartlead integrates seamlessly with popular email scrapers like Clay, allowing you to find and compile email addresses efficiently. Additionally, Smartlead integrates with ListKit, a SaaS platform providing verified B2B lead lists. Using a tool like Smartlead, which enables both lead list creation and cold email campaign management, can save you time and money. Explore Smartlead to build lead lists with the Clay integration and send cold email campaigns effortlessly.

Alternatively, you can leverage databases such as Apollo.io. Apollo.io serves as a comprehensive repository of customer information, including industry details, contact information, company size, locations, and performance metrics. By filtering and searching through these databases, you can identify potential customers that match your ICP.

Step 6: Craft Email Sequence

Email sequences are a series of targeted messages sent over time, designed to nurture leads and drive engagement. Here’s how to build effective email sequences:

• Set SMART Goals: Clearly define what you want recipients to do, whether it’s generating leads, promoting a launch, or another specific action.
• Know Your Audience: Segment your list and personalize messages to enhance engagement and relevance.
• Structure Your Sequence: Plan a logical flow with an introductory email, valuable content, and a clear call to action (CTA). Space the emails out strategically for maximum impact.

Here’s an example of a cold email sequence for a B2B SaaS product aimed at lead generation.

Initial Email

Subject: Transform Your Sales Process with [Your SaaS Product]

Hi [Recipient's First Name],

I hope this email finds you well. I'm [Your Name], and I’m reaching out to introduce you to [Your SaaS Product], a cutting-edge solution designed to [briefly mention the main benefit, e.g., streamline your sales process].

[Your SaaS Product] has helped companies like [Client Example] achieve [specific result, e.g., a 30% increase in sales efficiency] by [briefly mention how your product achieves this].

Would you be open to a quick call next week to explore how [Your SaaS Product] can benefit [Recipient's Company Name]? Let me know your availability, and I’d be happy to set something up.

Best regards,
[Your Name]
[Your Position]
[Your Contact Information]

First Follow-Up (2 days later)

Subject: Quick Follow-Up: Enhance Your Sales with [Your SaaS Product]

Hi [Recipient's First Name],

I wanted to follow up on my previous email regarding [Your SaaS Product]. We’ve seen fantastic results with companies like [Client Example], and I believe [Recipient's Company Name] could benefit significantly as well.

Do you have some time next week for a brief call to discuss this further? I’d love to hear your thoughts and answer any questions you may have.

Looking forward to your response.

Best regards,
[Your Name]
[Your Position]
[Your Contact Information]

Second Follow-Up (4 days later)

Subject: Re: Transform Your Sales Process with [Your SaaS Product]

Hi [Recipient's First Name],

I understand your time is valuable, and I wanted to touch base again about [Your SaaS Product]. Our platform could really help [Recipient's Company Name] by [mention another key benefit, e.g., automating sales tasks to free up your team’s time].

Would you be interested in a quick call to see how we can tailor our solution to meet your specific needs? Please let me know a convenient time for you.

Thank you for your consideration.

Best regards,
[Your Name]
[Your Position]
[Your Contact Information]

Third Follow-Up (5 days later)

Subject: Final Follow-Up: [Your SaaS Product] for [Recipient's Company Name]

Hi [Recipient's First Name],

I’m reaching out one last time to see if there’s interest in discussing how [Your SaaS Product] can support [Recipient's Company Name]. If now isn't the right time, I completely understand.

However, if you’re open to it, I’d love to schedule a brief call to explore how we can help you achieve your goals.

Thanks again for your time.

Best regards,
[Your Name]
[Your Position]
[Your Contact Information]

Fourth Follow-Up (7 days later)

Subject: Following Up on [Your SaaS Product]

Hi [Recipient's First Name],

I hope all is well. Just checking in one final time regarding [Your SaaS Product]. We've seen great success with businesses similar to [Recipient's Company Name] and would love to see if there’s an opportunity to collaborate.

If you’re available, let’s set up a call to discuss how we can help drive [specific benefit, e.g., sales growth] for your company.

Thanks for considering.

Best regards,
[Your Name]
[Your Position]
[Your Contact Information]

While crafting email sequences, prioritize these best practices:

• Personalize with Merge Tags: Use recipient-specific information to make your emails feel personalized.
• Offer Value: Provide informative content that answers questions and addresses pain points.
• Write Compelling Subject Lines: Ensure your subject lines are attention-grabbing and relevant.
• Ensure Mobile-Friendliness: Optimize your emails for viewing on mobile devices.
• Include Clear CTAs: Make sure your emails have a clear and compelling call to action.

Studies show that 80% of sales occur between the 5th and 12th follow-up emails, but it’s generally advisable to limit your follow-up emails to three or four to avoid overwhelming your recipients. Here’s a follow-up routine you can adopt:

• First Follow-Up: 2 days after sending the initial cold email
• Second Follow-Up: 4 days after the first follow-up
• Third Follow-Up: 5 days after the second follow-up
• Fourth Follow-Up: 7 days after the third follow-up

Maintain a healthy interval between each follow-up to avoid appearing too persistent.

Overall, cold emails are a great way to contact potential leads and book meetings with regular follow-ups. 

Additional Tools for Lead List Creation

To create a lead list, you can use either the Apollo.io database or the Clay email scraper to find the email addresses of your potential buyers. Both are popular and effective tools for lead list creation.

By following these steps and utilizing the right tools, you can create a robust lead list and craft compelling email sequences that drive engagement and conversion.

Despite all the preparation, your focus should be on creating a compelling cold email without sounding sales-y or beating-your-own-drums-y marketer. Exploring the cold email checklist listed down Vaibhav Namburi, who aced cold emailing, is a great way to see how to get it right.

To learn more about how to generate leads via emails, you can also read Smartlead resources like “How to Do Email Lead Generation | All You Need to Know”.

#2 LinkedIn Prospecting

Once you have the ICP ready, choose a social media platform to attract leads. Now, many people would suggest Twitter, Facebook, and other channels. But, when it comes to B2B, no channel’s as effective as LinkedIn.

Imagine a platform where you do both inbound and outbound. 

The answer is Linkedin. 

As we all know, Twitter is dying. And Facebook doesn’t provide as much organic reach as LinkedIn does. The goal is to make more people know about you, which means if LinkedIn takes your posts to new people, it’s going to be golden for your lead gen results. 

Also, LinkedIn has a staggering number of 58 million businesses registered, out of which 2.7 million of them post daily.

Using Sales Navigator for LinkedIn Prospecting

Sales professionals can leverage LinkedIn Sales Navigator to find detailed information about prospects and establish connections through messages and InMails. Here’s how to use Sales Navigator effectively:

1. Advanced Search and Filters

Sales Navigator offers advanced search capabilities to find the right prospects based on specific criteria such as industry, company size, location, and job title. Use the following steps to maximize your search:

• Set Search Filters: Apply filters like geography, industry, company size, seniority level, and more to narrow down your target audience.
• Save Searches: Save your search criteria to receive updates and new leads matching your filters.
• Boolean Search: Use Boolean operators (AND, OR, NOT) to refine your search terms for more precise results.

2. Lead Recommendations

Sales Navigator provides personalized lead recommendations based on your search history and preferences. These recommendations can help you discover potential prospects you might have missed.

• Custom Lists: Create and organize lead lists based on specific campaigns or criteria.
• Smart Links: Use Smart Links to share content with prospects and track their engagement.

3. Viewing Expanded Profiles

With Sales Navigator, you can view full profiles of prospects, even those outside your network. This feature allows you to gain deeper insights into their background, experience, and interests.

• Detailed Profiles: Access detailed information about prospects, including their current role, professional journey, skills, and endorsements.
• Activity Insights: See what content they share, comment on, and engage with to tailor your outreach accordingly.

4. InMail Messaging

InMail allows you to send direct messages to prospects, even if you’re not connected. This feature is invaluable for reaching out to potential leads and starting conversations.

• Personalize Messages: Craft personalized messages that address the prospect’s needs and pain points.
• Follow Up: Use InMail to follow up on previous interactions or meetings.

5. TeamLink

TeamLink helps you leverage your company’s network to find the best path to a prospect. By identifying common connections, you can request warm introductions.

• Network Insights: See who in your company is connected to a prospect to facilitate introductions.
• Collaborate with Colleagues: Work with your team to strategize the best approach for engaging with prospects.

6. Insights and Analytics

Sales Navigator provides insights and analytics to track your performance and refine your strategy.

• Engagement Metrics: Monitor the engagement levels of your messages and content.
• Pipeline Management: Keep track of leads and opportunities to ensure a steady flow through your sales pipeline.

By utilizing Sales Navigator, sales professionals can effectively target and engage with prospects, building strong connections that lead to successful sales outcomes. Regularly updating your knowledge and techniques will help you stay ahead in LinkedIn prospecting and maximize your lead generation efforts.

To learn more on how to do LinkedIn prospecting, read “The Ultimate Guide to LinkedIn Prospecting: From Beginner to Expert”. 

Post problem-solving, informative content regularly on LinkedIn for inbound traffic. This will establish your brand image as a thought leader and attract leads in large numbers.

#3 Host Webinars & Events

Hosting webinars and events is highly effective for B2B saas lead generation. This lead gen tactic showcases expertise, provides valuable insights, and addresses industry pain points. 

Engaging presentations can create connections and foster trust way faster than you imagine. Interaction during sessions encourages potential leads to share contact information, nurturing relationships and driving conversions within a short time. 

How to Host Webinars & Events for Lead Generation?

• Plan webinars or events around B2B SaaS pain points. 
• Craft compelling topics and titles. 
• Promote on social media and industry platforms. 
• Leverage expert speakers for insights. 
• Create engaging presentations with real-world solutions. 
• Incorporate interactive Q&A sessions. 
• Provide valuable resources.

Don’t forget to collect attendee data for follow-ups. Nurture leads post-event with targeted content, converting leads into potential customers.

#4 Digital Display Advertising

Digital display advertising is a lead-generating strategy in which you try to attract customers by displaying images, videos, or gifs on various websites or apps. Here are the three most popular lead gen ad tactics used by SaaS agencies.  

Google Display Network

It's a form of online advertising that appears on websites, apps, and other online platforms as visual banners, images, or text-based ads. These ads are part of Google's advertising network and allow advertisers to reach a wide audience across the internet.

Google Display Ads can come in various formats, including:

• Banner Ads
• Responsive Ads
• Native Ads
• Text Ads
• Video Ads
• Animated Ads

Google Display Network is ideal for new B2B marketers, as it provides reach to a wider audience. However, Google is very strict about transparency in ads and landing pages, including evidence for claims and adherence to privacy policies. Implementing google consent mode v2 is crucial for advertisers to ensure compliance with these privacy regulations, helping maintain user trust while optimizing ad performance.

Ad Creatives

Ad creatives encompass the actual visual and textual content of the advertisements. They include elements like images, videos, headlines, descriptions, call-to-actions, and more. Ad creatives are designed to catch the audience's attention and push them toward conversion. 

The quality, relevance, and attractiveness of ad creatives play an important role in determining the effectiveness of an ad campaign. They need to align with the campaign's objectives, target audience, and platform requirements.

Pay-per-click (PPC)

It's an internet advertising strategy where advertisers are charged each time a user interacts by clicking on their online advertisements.

Inbound traffic may take a while. Meanwhile, you can buy visits to your website via PPC ads. In this tactic, advertisers bid on specific keywords or target audience demographics, and their ads are displayed on search engines or other platforms. 

When a user searches for a keyword or matches the audience criteria, the ad may appear. The advertiser pays for only when the ad is clicked, regardless of how many times it's shown. PPC is commonly used in social media ads (like Facebook Ads) and search engine ads (like Google Ads).

Tip: If you are a beginner, don’t spend a fortune on PPC. Start small. Use a PPC campaign report template to track and optimize your results.

#5 Cold Calling

Cold calling might not be the newest trick in the market, but it's a real game-changer when it comes to boosting your B2B SaaS lead generation. Think about it as a direct chat with potential clients—a chance to have a real conversation and tailor your pitch to their needs. 

With cold calling, you're not just shooting in the dark; you're building relationships and getting instant feedback. It's like a fast track to figure out if someone is genuinely interested. Understanding the optimal times for cold calling can make the cold calling process more efficient and less stressful.Cold calling prospects during the recommended times increases conversion by 49%.

You can try cold calling, especially when your existing customers refer to somebody, or you meet the lead in some physical meetings. That way, calling won't be that awkward. 

But, cold calling is tricky. To see good results with calling, the sales teams must target hot leads only. Not to forget, calling is not everybody’s cup of tea. The sales reps must be the ones who have prior experience in calling and have a proven cold calling script in your hand.

#6 Social Media Ads

Social media ads are a vital component of a comprehensive B2B lead generation strategy. They enable you to reach and engage with your target audience on platforms where they are most active. Here’s an in-depth look at how to leverage social media ads for effective B2B lead generation:

Benefits of Social Media Ads

• Increased Brand Awareness: Social media platforms offer extensive reach, allowing you to increase visibility and recognition for your brand among potential leads.
• Precise Targeting: Utilize advanced targeting options based on demographics, interests, job titles, company size, and more to ensure your ads reach the right audience.
• Lead Generation Forms: Platforms like LinkedIn and Facebook provide native lead generation forms that simplify the process of capturing lead information directly from ads.
• Cost-Effective: Social media advertising can be more affordable compared to other forms of digital advertising, making it accessible for businesses of all sizes.
• Engagement and Interaction: Social media ads can drive engagement through likes, comments, shares, and direct messages, fostering relationships with potential leads.

Platforms and Strategies

LinkedIn Ads

LinkedIn is the premier platform for B2B marketing due to its professional user base. Key strategies for LinkedIn ads include:‍

Sponsored InMail: Send personalized messages directly to the inboxes of your target audience.

Sponsored Content: Promote posts directly in the LinkedIn feed to increase visibility and engagement.

Text Ads: Simple yet effective ads that appear on the LinkedIn sidebar.

Dynamic Ads: Personalized ads that use LinkedIn member data to automatically customize creative elements.‍

Lead Gen Form: Pre-filled form fields using LinkedIn profile data to make it easy for users to submit their information.

Facebook Ads

Facebook’s vast user base and detailed targeting options make it a powerful tool for B2B lead generation. Key strategies for Facebook ads include:‍

Carousel Ads: Showcase multiple images or videos within a single ad, ideal for highlighting various features of a product.‍

Video Ads: Engage your audience with compelling video content that explains your product’s benefits.‍

Lead Ads: Use Facebook’s native lead generation forms to capture lead information without leaving the platform

‍Retargeting Ads: Reach users who have previously visited your website or engaged with your content.

Twitter Ads

Twitter can be an effective platform for real-time engagement and thought leadership. Key strategies for Twitter ads include:‍

Promoted Tweets: Amplify your tweets to reach a broader audience.‍

Promoted Accounts: Increase your follower base by promoting your account to targeted users.‍

Promoted Trends: Highlight a specific trend to gain massive exposure.‍

Lead Gen Cards: Use Twitter’s lead generation cards to capture lead information directly from tweets.

Instagram Ads

Instagram’s visual nature makes it perfect for engaging and visually appealing content. Key strategies for Instagram ads include:‍

Photo Ads: High-quality images that showcase your product or service.

Video Ads: Short, compelling videos that highlight product features and benefits.

Carousel Ads: Multiple images or videos in a single ad, allowing for a detailed showcase.

Story Ads: Full-screen vertical ads that appear between user stories for maximum engagement.

Lead Ads: Instagram’s native forms for capturing lead information directly from the ad.‍

YouTube Ads

YouTube is ideal for video content and reaching a large audience. Key strategies for YouTube ads include:‍

TrueView Ads: Skippable ads that appear before, during, or after videos.‍

Non-Skippable Ads: Short ads that must be watched before the video content.

‍Bumper Ads: Six-second ads that are non-skippable and great for brand awareness.

Overlay Ads: Semi-transparent ads that appear on the lower part of the video.

Best Practices for Social Media Ads

• Define Clear Objectives: Establish what you want to achieve with your ads, such as brand awareness, lead generation, or conversions.
• Know Your Audience: Use detailed targeting options to ensure your ads are seen by the right people.
• Create Compelling Ad Creatives: Use high-quality visuals, engaging copy, and strong CTAs to capture attention and drive action.
• Test and Optimize: Run A/B tests to compare different ad elements and continuously optimize for better performance.
• Monitor Performance: Use analytics tools to track the effectiveness of your ads and adjust your strategy as needed.

By incorporating these strategies and best practices, you can effectively use social media ads to drive B2B lead generation, build brand awareness, and engage with your target audience.

12 B2B Lead Generation Strategies To Follow In 2024

Inbound B2B SaaS Lead Generation focuses on creating valuable content, such as guest posts and articles, YouTube videos, and whitepapers, that attract potential business clients to your website. 

This section includes 6 inbound lead generation ideas to capture their interest and encourage them to initiate contact, eventually leading them to conversion.

#1 Social Proof

Want to increase your customer acquisition rate on LinkedIn?

Social proof can help. 

Creating social proof is crucial for lead generation on LinkedIn. Showcasing positive feedback, client testimonials, endorsements, and successful case studies builds credibility and trust between you and your prospects.

This encourages potential leads to view your products or services favorably and increases the chances of them reaching out or engaging with your content.

You can begin by asking your existing customers for feedback. If they are active on social media channels, ask them to mention you/your product in their content. 

This will help “spread the word” and generate leads organically. 

#2 YouTube Videos

When it comes to B2B SaaS content, there aren’t as many YouTube videos. If you can create good-quality, professional-looking, informative videos, it will increase brand visibility, and you will never have to worry about B2B SaaS lead generation ever again. 

SaaS companies should focus on creating videos to educate audiences about solutions, showcase their features that can solve pain points, and share success stories. By engaging viewers through valuable content, you can build credibility and trust. In the long run, videos serve as huge lead magnets, driving traffic to websites for further engagement. 

Types of Videos Used as Marketing Lead Magnets

1. Product Demos: Demonstrating how your product works and how it can benefit potential customers is a great way to showcase its value.
2. Explainer Videos: These videos explain complex concepts or processes in a simple and engaging manner, making them ideal for introducing new solutions or features.
3. Customer Testimonials: Featuring satisfied customers sharing their success stories and how your product helped them can build trust and credibility.
4. Educational Videos: Providing valuable insights, tips, and best practices related to your industry or product can position your brand as a thought leader.
5. Webinars and Live Events: Hosting webinars or live events allows you to engage with your audience in real-time and provide in-depth information about your product or industry.

Video Marketing in the Marketing Funnel

1. Awareness Stage: At this stage, focus on creating engaging and informative videos that introduce your brand and highlight the pain points your product solves.
2. Consideration Stage: Provide more detailed content, such as product demos and customer testimonials, to showcase the value of your product and differentiate it from competitors.
3. Decision Stage: Use videos to address any remaining concerns or objections potential customers may have and provide a clear call-to-action (CTA) to encourage them to take the next step.
4. Retention and Advocacy: Continue to engage your existing customers with video content that helps them maximize the value of your product and encourages them to become advocates for your brand.

By incorporating video content into your B2B SaaS marketing strategy and aligning it with different stages of the marketing funnel, you can effectively attract, engage, and convert leads, ultimately driving growth for your business.

#3 Blogging

If you are planning for the long haul, blogs are crucial. Blogging or content marketing, in general, play a vital role in lead generation in B2B SaaS firms. 

They showcase expertise, solve problems, and educate, positioning SaaS companies as industry leaders. Well-optimized blog posts enhance SEO, drawing organic traffic as prospects search for solutions. 

Valuable content serves as lead magnets, capturing contact information for nurturing campaigns. Blogs, for instance, offer long-term value, continuing to generate leads over time. Created BoFu (bottom of the funnel) content on problem-solving topics to generate hot leads.

Overall, blogs establish credibility, educate prospects, and address pain points, driving organic traffic and capturing leads through thought leadership and valuable content.

Types of Blogs for Content Marketing

1. Educational Blogs: These blogs focus on educating the audience about industry trends, best practices, and how-to guides related to your product or service.
2. Product Updates and Features: Keep your audience informed about new features, updates, and enhancements to your product or service.
3. Case Studies and Success Stories: Showcase how your product or service has helped customers achieve their goals and overcome challenges.
4. Industry News and Insights: Share relevant news, trends, and insights from your industry to position your company as a thought leader.
5. Guest Blogs and Interviews: Collaborate with industry experts or influencers to provide additional value and attract a wider audience.

Use Strategic CTAs Within Blogs

Strategic calls-to-action (CTAs) within blogs can help attract the emails of new readers. CTAs should be relevant to the content of the blog and offer additional value, such as a free trial, demo, or downloadable resource. Placing CTAs strategically throughout the blog, including at the end of the post, can encourage readers to take the next step and provide their contact information.

Nurture Leads Through Email Marketing

Once companies have captured the leads through their blogs, they can nurture them through email marketing. Email campaigns can provide further valuable content, personalized offers, and updates to keep leads engaged and eventually convert them into paying customers.

#4 Social Promotion

Content creation isn’t enough to create multiple streams of B2B lead generation. You must plan content distribution as well. Promoting blog posts and YouTube videos on social media is a strategic lead-generation approach. By sharing your insightful content on platforms like Facebook, Twitter, LinkedIn, and Instagram, SaaS companies can tap into a vast audience. 

If your posts align with your target audience's interests and needs, they're inclined to interact with likes, comments, and shares. As your content spreads through SMM and email marketing, your company gains visibility among a broader pool of potential leads. 

Engaging content sparks conversations and resonates, enhancing your brand's reputation and driving inbound traffic to your site. This approach maximizes exposure, creating opportunities to connect with prospects who might have otherwise remained untapped.

For this, all you need to do is take the existing article/video, write a small snippet on it, and share it across channels. As we are talking about the B2B audience, I recommend focusing on LinkedIn and Twitter. 

#5 Case Studies and Testimonials

Utilizing case studies and testimonials around customer success is a compelling strategy for B2B SaaS lead generation. It never fails. 

Why should people buy your product/solution based on your words? The B2B market is hard; stakes are high. Most importantly, their buying decision impacts the entire company. This is where case studies and testimonials swoop in. 

Showcasing actual businesses that have achieved success with your solution adds credibility and authenticity in the eyes of your potential customers. 

These real-world examples demonstrate how your SaaS solution addresses specific challenges and yields positive outcomes. Prospects can take a look at the case studies and envision how your product aligns with their needs and enhances their operations. 

Such social proof reassures potential clients, fostering trust and confidence in your offering. By highlighting tangible results and client experiences, you provide a relatable context that resonates with leads, ultimately driving them toward considering and adopting your solution.

#6 Referral Marketing

Referral marketing is an industry-proven strategy to generate leads for SaaS companies. Use your existing satisfied customers and tap into their networks and credibility to attract new leads. When customers refer others to your SaaS solution, it signifies trust and satisfaction, making the referred leads more receptive.

To make the most out of referral marketing, create a structured program that incentivizes referrals through discounts, rewards, or exclusive access. Encourage advocates to share their positive experiences with peers, both online and offline. This word-of-mouth marketing increases your brand's reach, boosts credibility, and accelerates lead generation in B2B.

Referral marketing is completely based on the inherent trust within professional networks. This is why it brings qualified leads with shorter conversion cycles. 

As referred leads are pre-qualified through their connection with existing customers, your B2B SaaS company can experience increased conversion rates and enhanced growth, all while fostering a sense of community around your brand.

#7 Landing Pages

A landing page is a web page separately designed explicitly for marketing or advertising initiatives. 

It's the page where a user arrives after clicking a link within an email or from ads on platforms like Google, Bing, YouTube, Facebook, Instagram, Twitter, etc.

You don’t need videos or decorative graphics on a landing page for SaaS companies. Simplicity works. 

Key Elements of a High-Converting Landing Page

1. Clear and Compelling Headline: The headline should clearly communicate the value proposition of your offer and grab the visitor's attention.
2. Engaging Visuals: Use high-quality images or videos that are relevant to your offer and help to visually convey your message.
3. Concise and Persuasive Copy: Keep the copy clear, concise, and focused on the benefits of your offer. Use persuasive language to encourage visitors to take action.
4. Strong Call-to-Action (CTA): Your CTA should be prominently displayed and clearly tell visitors what action you want them to take (e.g., "Download Now," "Sign Up Today").
5. Lead Capture Form: Include a lead capture form that collects essential information from visitors in exchange for the offer. Keep the form fields to a minimum to reduce friction.
6. Social Proof: Incorporate testimonials, reviews, or case studies to build trust and credibility with visitors.
7. Mobile Optimization: Ensure your landing page is mobile-friendly to provide a seamless experience for visitors on smartphones and tablets.
8. A/B Testing: Continuously test different elements of your landing page, such as headlines, CTA buttons, and images, to optimize for conversions.

Best Practices for Creating Effective Landing Pages

• Align with Your Campaign Goals: Ensure your landing page is aligned with the goal of your campaign, whether it's to generate leads, drive sales, or promote an event.
• Match the Messaging: The messaging on your landing page should match the messaging used in your ads or other promotional content to maintain consistency and clarity.
• Keep it Simple: Avoid distractions and keep the focus on the primary goal of the page. Remove unnecessary links or navigation that could lead visitors away from converting.
• Test and Iterate: Use data and analytics to track the performance of your landing pages and make iterative improvements over time.

By following these best practices and focusing on creating a compelling and user-friendly experience, you can maximize the effectiveness of your landing pages in capturing leads and converting visitors into customers.

#8 AI-Powered Chatbots

AI chatbots can be programmed to provide personalized responses based on user interactions, improving the overall user experience. They can also gather valuable data about user preferences and behavior, which can be used to tailor marketing messages and offers.

Chatbots can work 24/7, providing instant responses to customer inquiries and capturing leads even outside of business hours. They can also handle multiple conversations simultaneously, improving efficiency and scalability.

#9 Offer Free Trials

Free trials allow potential customers to test your product or service before committing to a purchase. This hands-on experience can significantly increase conversion rates as users experience the value firsthand.

Free trials can help you identify highly interested leads who are more likely to convert into paying customers. They also provide an opportunity to gather feedback and improve your product based on user experiences.

#10 Account-Based Marketing (ABM)

ABM allows you to focus your marketing efforts on specific high-value accounts, increasing the likelihood of converting them into customers. By personalizing your messaging and offers, you can better address the unique needs of each account.

Benefits: ABM can result in higher ROI as you are targeting accounts that are more likely to convert. It also helps strengthen relationships with key accounts, leading to long-term customer loyalty.

#11 Podcast Sponsorships

Podcasts have become a popular medium for consuming content, and sponsoring relevant podcasts can be a highly effective lead generation strategy. By sponsoring podcasts that align with your target audience, you can reach a highly engaged audience that trusts the recommendations of their favorite hosts. Podcast sponsorships often include a mention of your brand and a call-to-action (CTA) encouraging listeners to visit your website or take a specific action.

Podcast sponsorships allow you to reach a targeted audience in a more personal and engaging way. Since podcast listeners often have a strong connection with the hosts, their recommendations are highly trusted. This can lead to increased brand awareness, website traffic, and ultimately, lead generation.

#12 Localized SEO Optimization

Local SEO optimization involves optimizing your website and content to rank higher in local search results. This is important for attracting leads from specific geographical areas. To optimize for local SEO, you can:

• Include location-based keywords in your website content, meta tags, and URLs.
• Create local content that is relevant to your target audience in specific locations.
• Optimize your Google My Business listing with accurate information, photos, and customer reviews.
• Get listed in local directories and websites relevant to your industry and location.
• Use schema markup to provide search engines with detailed information about your business and location.

Localized SEO optimization can help you attract highly targeted leads from specific geographical areas. By appearing in local search results, you can increase your visibility to local prospects who are searching for products or services like yours. This can result in higher-quality leads and increased conversions for your business.

Tools for B2B SaaS Lead Generation

1. LinkedIn Sales Navigator: Allows email marketers to identify and target potential leads on LinkedIn with advanced search and filtering options tailored for B2B outreach.
2. HubSpot: Offers email marketing tools integrated with CRM for personalized email campaigns, lead tracking, and analytics to optimize email performance.
3. Salesforce: Provides comprehensive CRM integration for email marketing, lead management, and sales automation, enabling seamless communication with leads.
4. Leadfeeder: Tracks website visitors and identifies potential leads, helping email marketers understand visitor behavior and tailor email campaigns accordingly.
5. Clearbit: Offers data enrichment services for email marketers to better understand and target leads, enriching email lists with valuable insights.
6. Apollo.io: Provides a database of B2B contacts and tools for email marketing and lead tracking, helping email marketers build targeted email lists.
7. Clay: Helps email marketers find email addresses and contact information for potential leads, enabling personalized and targeted email outreach.
8. Smartlead: Offers email automation tools for personalized email sequences, email tracking, and lead scoring, helping email marketers optimize their email campaigns for better engagement and conversions.
9. Google Analytics: Provides email marketers with insights into website traffic and user behavior, helping them optimize email campaigns based on data-driven decisions.

Factors to Consider Before Implementing B2B SaaS Email Marketing Strategy

1. Target Audience Segmentation: Segment your email list based on factors such as industry, company size, and job role to personalize your email campaigns for better engagement.
2. Content Relevance: Ensure that your email content is relevant to your target audience's needs and interests, providing value and addressing pain points.
3. Email Automation: Use email automation to send personalized email sequences based on user behavior, increasing efficiency and engagement.
4. Compliance: Adhere to email marketing regulations such as GDPR and CAN-SPAM to avoid penalties and maintain trust with your audience.
5. A/B Testing: Test different subject lines, email content, and CTAs to optimize your email campaigns for higher open and click-through rates.
6. Email Deliverability: Monitor your email deliverability rates and ensure that your emails are reaching the inbox rather than the spam folder.

B2B SaaS Email Marketing Best Practices

1. Personalization: Personalize your emails based on the recipient's name, company, and past interactions to increase engagement.
2. Segmentation: Segment your email list based on behavior, demographics, and interests to send targeted and relevant content to each segment.
3. Mobile Optimization: Ensure that your emails are mobile-friendly, as many recipients will be viewing them on mobile devices.
4. Clear CTAs: Include clear and compelling call-to-action (CTA) buttons in your emails to guide recipients towards the desired action.
5. Metrics Tracking: Track key email marketing metrics such as open rates, click-through rates, and conversion rates to measure the effectiveness of your campaigns and make data-driven decisions.
6. Engagement Strategies: Use engaging content formats such as videos, GIFs, and interactive elements to capture and maintain the attention of your audience

Final Thoughts

I have listed down 6 outbound and 6 inbound lead generation strategies for B2B SaaS companies. If you are a beginner in the market, test the waters with low-budget tactics like cold emails and LinkedIn outreach. 

Gradually, as you see bigger profits, you can try your hand at digital display advertising. Meanwhile, keep working on the branding on LinkedIn. For a secure future, don’t forget to start a blog, YouTube channel, etc. 

Inbound lead generation strategies may take time, but once they are established, you will never have to worry about lead generation in B2B. 

All the best!

FAQs

What is a B2B SaaS lead?

A B2B SaaS lead is a potential business customer that has shown interest in a software-as-a-service (SaaS) solution offered by another company. These leads are typically decision-makers or influencers within organizations seeking to address specific business needs through subscribing to a SaaS product or service.

How do you generate leads for SaaS?

Generate SaaS leads by employing targeted content marketing, SEO optimization, and thought leadership to attract potential clients actively searching for solutions. Implement gated content and free trials to capture contact information. Utilize social media, email campaigns, and referral programs to engage and convert leads. Collaborate with industry influencers and attend relevant events for networking and exposure. For quicker results, try cold emails and LinkedIn outreach. 

How to qualify leads to ensure they're a good fit for our product/service?

You can qualify leads based on specific criteria that align with your ideal customer profile. This includes factors like industry, company size, and specific challenges that your product/service can address.

How to integrate lead generation efforts with existing marketing campaigns?

You can integrate your lead generation efforts with your existing campaigns by closely collaborating with your marketing team. This involves aligning messaging, timing, and channels to ensure a seamless integration. This may include coordinating email content, social media promotions, and other strategies.

How to measure the return on investment (ROI) of lead generation campaigns?

You can measure the ROI of your lead generation campaigns using a combination of metrics such as cost per lead, lead conversion rates, and overall revenue generated from leads. By tracking these metrics, you can assess the effectiveness of your campaigns and make data-driven decisions to optimize performance.

How to handle lead nurturing and follow-up with generated leads?

You can handle lead nurturing and follow-up with generated leads through a structured process that includes personalized follow-up emails, targeted content, and regular communication to keep leads engaged. Your goal is to build relationships with leads and guide them through the sales funnel.

What are service level agreements (SLAs) for lead generation?

Service Level Agreements (SLAs) for lead generation are agreements between a company's sales and marketing teams that define the expectations and responsibilities for generating and handling leads. These agreements typically include the following elements:

1. Lead Quality: Defines the criteria for what constitutes a qualified lead. This may include demographic information, behavior, or engagement with marketing materials.
2. Lead Quantity: Specifies the number of leads that should be generated within a certain time frame.
3. Lead Response Time: Sets the time frame within which sales representatives should respond to a lead after it has been generated.
4. Lead Nurturing: Outlines the process for nurturing leads that are not yet ready to make a purchase, including the frequency and type of communication.
5. Lead Handoff: Describes the process for transferring leads from the marketing team to the sales team, including the information that should be included in the handoff.
6. Reporting and Metrics: Defines the key performance indicators (KPIs) that will be used to measure the success of the lead generation efforts, such as conversion rates, cost per lead, and ROI.
7. Dispute Resolution: Specifies the process for resolving disputes between the sales and marketing teams regarding lead quality or other issues.

SLAs help to align the efforts of the sales and marketing teams, ensure that leads are being effectively generated and followed up on, and provide a framework for measuring the success of the lead generation efforts.