{"id":20125,"date":"2021-01-10T16:48:42","date_gmt":"2021-01-10T16:48:42","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=20125"},"modified":"2026-03-03T17:39:05","modified_gmt":"2026-03-03T22:39:05","slug":"generate-leads-for-saas","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/generate-leads-for-saas\/","title":{"rendered":"How to Generate Leads for SaaS Businesses from the Experts"},"content":{"rendered":"

\u201cHit your MQLS<\/a>.\u201d<\/p>\n

\u201cCan you drive more leads at a lower cost?\u201d<\/p>\n

\u201cThose leads aren\u2019t quality enough.\u201d<\/p>\n

As a SaaS marketing leader, it\u2019s no easy task to generate leads that are worth your time, that are at a reasonable cost, and that can turn into potential customers.<\/p>\n

So, where do you start?<\/p>\n

We spoke to some of the leading SaaS marketing leaders in the space, and they answered the following question,<\/p>\n

\u201cWhat do you think is the best strategy to generate leads for SaaS businesses, and why?\u201d<\/em><\/p>\n

1. Brendan Hufford- Director of SEO at Directive<\/h2>\n

LinkedIn<\/a> \u00a0Twitter<\/a><\/strong><\/p>\n

\"BrendanAnswer:<\/strong><\/h3>\n

In most cases, a smart mix of organic and paid marketing is going to yield strong results. How those two play together really depends on the size and scale of the SaaS company. <\/em><\/p>\n

If they’re a smaller self-service SaaS product like Buffer, then their lead gen will rely a lot more on volume versus a company that is more enterprise like Salesforce. <\/em><\/p>\n

In almost all cases and all levels, the name of the game is discoverability, so making sure we’re in the right place at the right time that our ideal buyer is evaluating solutions is key.<\/em>\u00a0<\/em><\/p>\n

Despite spending my entire career in SEO, I think that most companies should start with smart paid marketing as they build out their content and organic search strategy. From there (and for both paid and organic), I would start addressing every level of awareness from the problem to the solution, and to the product.<\/em><\/p>\n

2. Ross Simmonds – CEO at Foundation<\/h2>\n

LinkedIn<\/a> \u00a0Twitter<\/a><\/strong><\/p>\n

\"\"<\/p>\n

Answer:<\/strong><\/h3>\n

The best SaaS brands start by understanding where their audience is spending time and reverse engineering the content that is resonating with their audience on these channels.\u00a0<\/span><\/i><\/p>\n

While it\u2019s going to differ from one industry to the next, the channel I\u2019m seeing a lot of SaaS companies unlock results from is on the back of online review sites. The “yelpficiation” of B2B is the rise of sites like G2, Capterra, and Trust Radius becoming real players when it comes to bottom-of-the-funnel content. Decisions are being made using these channels and more marketers should spend time looking at these sites as opportunities to attract their customers.<\/span><\/i><\/p>\n

3. Rena Gadimova – Senior Content Marketing Strategist at Adobe<\/h2>\n

LinkedIn<\/a><\/strong><\/p>\n

\"RenaAnswer:<\/strong><\/h3>\n

“It is critical to take time when building a lead generation strategy. Understanding where to reach your prospects, addressing their pain points rather than selling, building an omnichannel experience by using marketing automation, and of course, creating a quality content marketing strategy – this is the recipe for success.”<\/em><\/p>\n

4. Fernando Angulo – Head of Communications at SEMrush<\/h2>\n

LinkedIn<\/a>\u00a0\u00a0Twitter<\/a><\/strong><\/p>\n

\"FernandoAnswer:<\/strong><\/h3>\n

Here at SEMrush, we use all kinds of lead generating strategies. But w<\/em>e strongly believe that the most qualified leads are generated with our educational content. These are webinars, studies, PDFs, and other types of online or downloadable content. <\/em><\/p>\n

As a SaaS company, we can accumulate and analyze a lot of information. Utilizing our findings in the form of an educational content brings not only the additional value to our users, but also shows the capabilities of our tools. This combination of education and showcasing the product generate relevant leads that better convert into sales. <\/em><\/p>\n

It is also worth mentioning that as a business, you always need to make experiments with different channels and lead generation strategies. The most promising new technology that we are exploring right now is the automation of PPC lead generation campaigns. If you could get better results with less time spent, you\u2019ll have more resources to work with your educational content.<\/em><\/p>\n

5. Joel Klettke – Conversion Copywriter and CRO Consultant of Business Casual Copywriting<\/h2>\n

LinkedIn<\/a> \u00a0Twitter<\/a><\/strong><\/p>\n

\"JoelAnswer:<\/strong><\/h3>\n

How can SaaS companies simultaneously…<\/em><\/p>\n

1. Differentiate themselves in a sea of competitors<\/em><\/p>\n

2. Prove the value of their platforms, and <\/em><\/p>\n

3. Secure evergreen sales, marketing, and lead-gen assets<\/em><\/p>\n

…all in one fell swoop? By investing in and then promoting customer success stories. <\/em><\/p>\n

In Demand Generation’s 2019 “<\/em>Demand Generation Report<\/a><\/em>,” the B2B marketers who responded pointed to case studies as the number one lead-generating asset in their arsenal.<\/em><\/p>\n

They ALSO pointed to case studies among the top three most effective assets for accelerating sales in the middle and bottom of the funnel.<\/em><\/p>\n

For lead gen, SaaS companies with case studies should consider doing the following:<\/em><\/p>\n