17 B2B SaaS Lead Generation Strategies to Succeed in 2023

Are you applying B2B SaaS lead generation strategies? If you are not, you might be missing out, as it is a key to growth in a competitive landscape.

Generating quality leads is your ticket to success. Whether you're an experienced marketer or new to the game, this guide can equip you with the knowledge to navigate lead generation in the B2B SaaS world.

B2B SaaS lead generation is the lifeblood of your business. It's how you connect with your ideal customers, showcase your product's value, and drive growth.

We'll explore top strategies that attract potential clients and tactics that turn them into loyal customers.

Let's embark on this path to B2B SaaS lead generation success together!

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What is B2B SaaS Lead Generation?

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Any successful B2B SaaS company must focus on lead creation, which is a crucial component.

But what is B2B SaaS lead generation really, and why is it so important?

B2B SaaS lead generation is the strategic process of identifying, attracting, and converting potential business customers into qualified leads for your SaaS business.

It's the art of finding and connecting with organizations most likely to benefit from and subscribe to your SaaS solution.

Why is B2B SaaS Lead Generation Important?

a group of people talking and smiling

Lead generation holds immense significance in today's highly competitive digital landscape, where every business aims to make its mark in the cloud-based software industry.

Here's why it is so crucial:

  • Lead generation ensures a steady flow of potential clients. It's like having a pipeline of interested parties always ready to explore what your SaaS product has to offer.

  • By focusing on the right audience, you can make the most of your marketing resources and efforts. This will eventually result in lower costs and a higher ROI.

  • Effective lead generation strategies and tactics allow you to survive in the fiercely competitive B2B SaaS landscape. That way, you can achieve your business goals.

  • Lead generation isn't just about numbers but building stronger relationships. The leads you generate are potential long-term customers. Thanks to B2B SaaS lead generation, you can strengthen relationships with customers who could become your brand advocates.

17 B2B SaaS Lead Generation Strategies That Can Work Wonders

We compiled 17 B2B SaaS lead generation strategies that can be applied to your business.

Dive into them, find suitable tactics for your business, and start achieving the goals of your B2B SaaS company!

1. Conversion Rate Optimization (CRO)

hand holding a pencil at meeting

Conversion rate optimization (CRO) focuses on optimizing your website and landing pages to turn visitors into leads and customers.

By optimizing your business for conversion rate, you can boost your sales and interaction efficiently.

In order to include conversion rate optimization into your B2B SaaS lead generation strategies, you can use clear CTAs that guide visitors toward taking desired actions. These actions can be signing up for a demo or participating in your recent events.

Continuously test different elements on your landing pages, such as headlines, images, and form fields, to identify what resonates best with your audience.

Simplify the conversion process by minimizing the number of steps required to complete an action.

There are various steps of conversion rate optimization, and by applying the suitable ones, you can reach potential customers.

2. Use Popups

In 2023, it is stated that the average popup conversion rate is 6%. (See: Popups Convert: Key Statistics & 12 Proven Tips for Success)

It can be said that popups really convert!

By including popups on your website, you can quickly interact with your target audience and reach your business goals like growing your email list, increasing user engagement and so on.

In the world of B2B SaaS lead generation, popups can be a surprisingly effective tool when used properly.

Customer support popup example with an exit-intent for B2B SaaS

Include exit-intent popups that appear when a visitor is about to leave your site. These strategically segmented popups can capture the attention of potential leads who are considering bouncing.

Ensure your popup provides real value. This could be about a newsletter subscription, a downloadable resource, or exclusive access to new content.

The key is to offer something that goes hand in hand with the visitor's interests and pain points.

With increasing numbers of users experiencing websites via mobile devices, a non-responsive popup can frustrate visitors. That is why you should ensure that your popups are mobile-friendly.

Don't forget to include engaging CTAs, appealing images, and headlines on your popups to grab your potential audience's interest. You can also create gamification popups like spin-to-win or lottery ball if you'd like to gamify your campaign.


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3. Webinars and Thought Leadership

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If you want to showcase your expertise, webinars and thought leadership can be your go-to strategy for B2B SaaS.

Hosting webinars and establishing thought leadership in your industry not only boosts your brand's credibility but also attracts potential clients.

Choose webinar topics that address common industry challenges and pain points or showcase your product's unique features and benefits.

Don't forget to promote your webinars properly so as to increase your participant rate. You can promote your webinars through various channels, including social media, email, and your website.

To boost engagement, you can interact with your audience during the webinar, answering questions and fostering a sense of community.

Consider following up with attendees after the webinar and provide additional resources or collect valuable feedback.

4. Content Marketing

a person using a computer and typing

Content is king, and it seems like it will be for a long time. Providing valuable and informative content to your audience can work wonders, so you should definitely focus on content marketing.

Include blog posts that answer your audience's questions and pain points and propose solutions. Ensure you create SEO-friendly content to appear in search results and reach a wider audience.

Create data-driven content that includes statistics, which can be beneficial for backlinks and engaging your audience.

Consider adding video content to your content marketing strategy and engage with your audience more.

5. SEO and Keyword Optimization

person using computer checking Google

Search engine optimization is the key to ensuring your SaaS website is discoverable by people who are actively seeking your solutions.

Invest time in keyword research to identify the phrases your potential customers are searching for. Tools like Google Keyword Planner, Ahrefs, or Semrush can help you achieve your goals.

Apart from these, optimize your website's pages with relevant keywords, meta descriptions, and header tags.

Also, you can use SEO crawlers to enhance your SEO strategy.

Aim to get high-quality backlinks from reputable websites that can boost your website's authority and visibility in search results.

6. Referral Marketing

two women looking at a computer screen and talking

Referral marketing might be underestimated, although it is a powerful strategy to help you build trust and connection with your potential customers.

You can form better relationships with your existing customer base to expand your reach and attract new leads.

To incorporate referral marketing into your B2B SaaS lead generation strategy, start by ensuring your existing customers are delighted with your product.

Satisfied customers are likelier to become advocates who willingly recommend your solution to others.

Build a structured referral program that provides special offers to your customers to refer other businesses to your SaaS offering. This could involve discounts, rewards, or even monetary compensation for successful referrals.

Encourage referrals through various channels, including email and social media. The more touchpoints you have, the wider your referral network can grow.

7. Targeted Account-Based Marketing

As a B2B SaaS business, your audience will likely be niche, so account-based marketing (ABM) can be your secret weapon.

ABM allows you to focus on high-value accounts that align with your ideal customer profile.

Start by identifying the accounts that are most likely to benefit from your solutions. Look for businesses that align with your product's strengths for maximum effort.

Account-based marketing is the key to personalized experiences, so be sure to create content tailored to the target account's specific needs.

Engage with decision-makers across multiple channels, from email and social media to personalized direct outreach.

Overall, focusing on targeted account-based marketing can be helpful if you want to color outside the lines.

8. Be Active on Social Media

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Social media is a valuable tool for connecting with your B2B audience, apart from connecting with friends and family.

If you become active on social media platforms, you will be more likely to reach potential clients who will find your product or service useful.

Start by choosing the right platforms where your target audience is most active. You don't have to jump right into each social media platform. Identify those that will bring more leads to your business.

Share valuable content, your product's solutions, trending topics, and insights that can be interesting to your target audience.

Engage with your audience and build a community around your B2B SaaS business to reach more people.

You can also get involved in influencer marketing activities as your audience grows and get the most out of your social media campaigns.

By optimizing your B2B social media strategy properly, you can drive traffic to your website, gather more leads, and boost your engagement rate.

9. Email Marketing Campaigns

a computer screen showing a Gmail page

Email marketing is still one of the most effective ways to nurture leads and move them down the sales funnel.

You can keep the engagement and interact with your audience by including email marketing campaigns in your lead generation strategies.

Start by dividing your email list into segments based on user behavior, interests, or demographics for highly targeted campaigns.

Personalize your emails to make recipients feel valued and understood.

To save time and effort, implement email automation to send relevant content at the right time in the customer journey.

Pay attention to not sending spammy emails; otherwise, you can overwhelm your audience, and they can unsubscribe from your list.

Consider content that provides value, and make your audience remember you by keeping in touch with them.

10. Optimize Your Website for Mobile

a hand holding a phone

In the fast-paced B2B SaaS lead generation world, ensuring your website is mobile-friendly is a necessity.

With many users visiting websites on smartphones and tablets, a mobile-optimized site is crucial for capturing and retaining potential leads.

Invest in a responsive web design to provide a seamless experience across all devices by adjusting your site's layout and content to different screen sizes.

Considering the amount of patience mobile users have for slow-loading websites, you must optimize your site's speed. Compress images, minimize code, and focus on browser caching to provide a faster experience to your mobile visitors.

To increase your exposure in mobile search results, use mobile-friendly URLs and meta tags that are suited for mobile use.

11. Include AI Chatbots

a group of white robots using laptops

In the automation and instant communication era, AI chatbots have emerged as useful tools in B2B SaaS lead generation.

These virtual assistants can engage with website visitors in real time, answer questions, and gather valuable information.

AI chatbots are available around the clock, ensuring that no lead inquiry goes unanswered, even outside of business hours, with their 24/7 availability.

These tools provide instant responses to common queries, helping potential leads get the information they need without delays.

For more complex queries, AI bots, like LiveChatAI, can seamlessly hand over the conversation to human agents, ensuring a smooth transition.

AI chatbots enhance user experience and free up your team's time to focus on more complex tasks.

Chatbots are a dynamic addition to your B2B SaaS lead generation strategy that can yield significant results by engaging potential leads in real time and capturing their information.

12. Gated Content

Gated content is among the most effective B2B SaaS lead generation tactics.

It involves offering valuable resources, such as ebooks, reports, or industry insights, in exchange for contact information from visitors.

Gated content serves as a win-win proposition as it is based on your potential leads gaining access to valuable information while you acquire their contact details to nurture them further along the sales funnel.

Create high-quality resources as gated content to grab your visitors' attention. Develop content that addresses pain points and challenges faced by your target audience. The more valuable and relevant your content, the more likely visitors are to exchange their information for access.

Use eye-catching CTAs that clearly communicate the value of the gated content and place them strategically throughout your website.

When a visitor clicks on a CTA of gated content, they should be directed to a dedicated landing page. Optimize these pages for conversions with well-written copy, engaging visuals, and user-friendly forms.

You need to strike a balance, so offer valuable content for free to establish trust before asking for contact information.

13. Offer a Free Trial or Free Plan

Offering a free trial or a free plan is a strategy that allows visitors to experience the value of your product or service firsthand.

You need to showcase value first, so ensure your free trial or free plan offers a genuine taste of what your SaaS product can do. Highlight its most valuable features and benefits.

Keep the registration process straightforward by simplifying your sign-up step. Reduce complexity and make it easy for potential customers to get started.

Focus on email nurturing to keep the connection going. Once users have signed up for the trial or free plan, use email nurturing to guide them through the onboarding process, providing helpful tips and resources.

Clearly state the benefits of upgrading to a paid plan to upgrade path. Explain what additional features or support your customers will gain access to and make the transition seamless.

By offering a free trial or plan using these tips, you can convert your visitors into paying customers.

14. Create Lead Magnets & Free Tools

Lead magnets and free tools are like magnets for potential leads. These are resources or tools you offer to your website visitors, providing them with immediate value and a reason to engage with your brand.

Understand your target audience's challenges and pain points to create lead magnets or tools that directly address these topics.

Offer a variety of lead magnets and tools. These could include templates, checklists, calculators, or free tools that align with your SaaS solution.

a page displaying Popupsmart’s free tools

For example, Popupsmart has free tools like Cookie Consent, Popup ROI Calculator, Email ROI Calculator, and more. With these helpful tools, the audience of Popupsmart can quickly find answers to their questions and certain needs.

You can apply a similar strategy and include free tools like these that fit your business and target audience.

Promote these resources throughout your website, blog posts, and social media. Also, keep in mind that you need to ensure they are easily accessible and visible.

15. Collect Reviews on Software Directory & Review Sites

a man checking laptop screen and flowers on the table

Trust and reviews play a big role in B2B SaaS lead generation tactics.

Potential customers often turn to peer reviews and testimonials before making a decision. This is where software directories and review sites come into play.

These websites can be valuable tools for collecting reviews and reaching a wider audience.

Start by building a strong presence and list your product on reputable software directories and review sites. Focus on finding relevant industry websites and creating your brand's presence.

a screenshot of the landing page of G2, which is a review site

You can use platforms like G2, Capterra, and Trustpilot to gather reviews from your users.

Encourage your satisfied customers to leave reviews on these platforms. You can ask for reviews on your email marketing campaigns or during customer support chats.

It is also important to respond to feedback and keep them in mind for improvement. Engage with reviewers by responding to both positive and negative feedback. State that you value their feedback and aim to improve your product accordingly.

Apart from these, you can display positive reviews on your website and marketing materials. That way, your new visitors will be encouraged to interact with your website.

16. Include Social Proof & Case Studies

As we already mentioned, the importance of gathering reviews on review websites and displaying these kinds of testimonials on your website is also crucial.

The power of social proof and real-world success stories cannot be overstated.

Potential customers seek reassurance that your product can deliver on its promises, and nothing provides that reassurance quite like social proof and case studies.

Feature testimonials from satisfied customers and well-known companies on your website and marketing materials. Let your customers cheer for you for the value your solution brings.

Develop in-depth case studies highlighting how your product has solved specific customer challenges.

a screenshot of customer stories page of Popupsmart

Popupsmart's customer stories display the companies who use the product and achieve their goals with comprehensive posts.

By including statistics relevant to your users' experience, you can create data-driven case studies to attract visitors. Figures such as increased conversion rates or ROI can add credibility to your product.

If your product has received awards, recognitions, or positive mentions in industry publications, display these achievements on your website as well.

17. Partnerships with Other SaaS Companies

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Partnerships can be a game-changer in your B2B SaaS lead generation strategy. Collaborating with SaaS companies can expand your reach and increase your credibility.

Search SaaS companies that offer products or services that complement rather than compete with yours. These partnerships can provide value for your customers and theirs.

Collaborate on webinars, co-authored blog posts, or whitepapers. These will allow you to tap into each other's audiences and provide valuable insights.

Promote each other's products or services to your audience. This cross-promotion can introduce your SaaS solution to a new and engaged audience of your partner.

Focusing on partnerships can be a mutually beneficial way to enhance your B2B SaaS lead generation efforts. They allow you to provide additional value to your customers and open doors to a wider audience.

In Conclusion

As we wrap up this guide, we hope you've gained valuable insights for your B2B SaaS lead generation strategies. We've explored various B2B SaaS lead generation tactics that can speed up your growth efforts.

It is important to state that lead generation is an ongoing, evolving process. Embrace data-driven decision-making, stay updated on trends, and keep experimenting with new strategies.

Use the tips we listed in this complete guide and optimize them according to your business needs. That way, you can form better customer relationships and gather more leads to achieve your goals.

Frequently Asked Questions

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Why is B2B SaaS Lead Generation Important?

B2B SaaS lead generation is the process of locating, luring, and converting potential business clients into qualified leads for your SaaS product or service.

It's essential since it guarantees a steady flow of potential consumers, enabling your SaaS business to expand and flourish in a cutthroat industry.

You may contact your target audience and develop a solid client base with efficient lead-generating strategies and approaches.

How Do I Measure The Success of My B2B SaaS Lead Generation Efforts?

You should monitor key performance indicators (KPIs), including conversion rates, lead quality, website traffic and engagement rate, and customer lifetime value, to evaluate the success of your lead generation activities.

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