Finding success in B2B SaaS lead generation isn’t an illusion — but it does take some magic.
Just like a seasoned magician captivates their audience with sleight of hand and elaborate setups, you too can dazzle potential clients and turn them into loyal users of your software by using the right strategies, tools, and tips.
It’s time to transform your understanding of lead generation from a mere business process to an enchanting spectacle of growth and success.
So, sit back, relax, and let’s pull back the curtain to reveal some tricks of the trade 🎩🪄
What is B2B SaaS lead generation?
B2B SaaS lead generation is the process B2B software-as-a-service (SaaS) companies use to attract potential customers and convert them into paying clients. This is necessary because B2B SaaS companies target other businesses and need to find leads through specific channels distinct from those used by B2C companies.
In the business world, SaaS lead generation is your act, the enchanting process of attracting, capturing, and nurturing potential business clients or leads who would benefit from your SaaS offering.
It requires strategy, finesse, and a touch of digital sorcery. It’s about identifying your target audience, engaging them with compelling content, and guiding them through a journey that transforms curiosity into commitment.
Keen to learn how? Scroll 👇
12 effective SaaS lead generation strategies
Let’s explore the top SaaS lead generation strategies. These are the techniques you use to engage your audience and lead them to a successful outcome - conversions!
1. Get on social media
You can’t expect to build trust with your audience if you don’t have a reputable brand reputation.
Getting on social media and creating brand awareness is essential for building customer relationships, showcasing your software’s greatness, and implementing social selling.
Social selling effectively creates relationships with potential leads and establishes expertise within your industry. You’ll forge these relationships by posting content, running ads, and utilising direct messaging.
When done correctly, social selling will ensure potential buyers remember your name when they need assistance in your field. Soon, your inbox will overflow with leads interested in learning more about your SaaS product.
LinkedIn is where social selling for SaaS mostly happens. It’s for professionals seeking expert advice and solutions to business problems.
Ensure your LinkedIn profile is customer-centric by answering critical questions a customer would have, like who you help, how you help, and why you’re qualified.
Here’s an example from Cognism:
Once you’ve created a compelling profile, you can create a content strategy focusing on LinkedIn lead generation for SaaS. With the platform’s vast reach and precise targeting capabilities, you can make ideal customer profiles to target high-quality leads and get the conversation going!
2. Enrich your contact database
It’s paramount your contact database is enriched with the highest quality, most up-to-date information. Otherwise, how will you contact the right B2B customers?
Imagine your reps repeatedly calling the wrong people. This will not only be demoralising but also annoy your target audience.
What’s more, relying on outdated CRM data can be costly, leading to wasted marketing budgets and lost sales. Enriched data means faster follow-ups and an actionable CRM. It also provides faster routing, smarter scoring, and optimised lead-to-rep assignments.
Data enrichment tools can help improve customer segmentation and reporting and reduce manual data verification time. In addition, enriched data can benefit sales teams by boosting productivity, enhancing speed-to-lead efficiency, and resolving any issues with lead distribution.
Take it from Drift - you want enriched data for SaaS B2B lead generation:
“Approximately 4,000 leads each month are enriched by our SDR team using Cognism’s database. On average, 70% of monthly meetings are booked over the phone and every mobile number is pulled from Cognism.”
3. Email outreach for B2B leads
Email outreach remains one of the most effective strategies for SaaS lead generation. Like the art of close-up magic, perfecting cold email outreach requires skill, practice, and finesse.
Personalisation and relevance are crucial to standing out in a crowded inbox, whether you’re sending cold emails or drip campaigns.
Segmentation should be a big part of your strategy here. This lets you personalise and target your email campaigns, improving engagement and conversion rates. Personalising your emails by addressing recipients by name and referencing their specific challenges or interests can significantly improve your response rates.
By running drip campaigns, you can automate sequences to deliver targeted content to prospects. The sequence of emails aligns with your prospects’ actions and where they are in the buyer’s journey. This method is cost-effective, scalable, and measurable, so you can refine and tweak it based on performance metrics.
Craft compelling subject lines that capture attention and drive open rates to maximise its impact. Moreover, keep the content concise and focused on how your solution can benefit them rather than simply promoting your product or service.
Lastly, don’t forget to test, test, test. A/B testing is a big part of email marketing. By testing various elements of your email campaigns, such as subject lines, send times and call-to-action buttons, you can discover valuable insights into what resonates best with your audience.
4. Qualify your leads
When doing lead generation for SaaS companies, only some leads are ready to purchase immediately. Some need more nurturing, while others are ready to convert much sooner.
Qualifying your leads is crucial to optimising your sales efficiency and improving revenue. It’s all about focusing your efforts in the right areas and on those most likely to turn into customers.
To identify Sales-Qualified Leads (SQL), it’s best to follow the BANT methodology:
- Budget.
- Authority.
- Need.
- Timeline.
This ensures prospects have the financial means and decision-making power, a pressing need for your product, and a suitable timeline for purchase.
5. Host webinars
Seeing is believing, and one channel that does this brilliantly is webinars. They’re a great way to engage directly with your audience, showcase your expertise, and answer real-time questions.
While webinar lead generation is a great tactic, more and more brands are focusing less on amassing MQLs and more on delivering value and nurturing relationships.
A webinar provides the perfect platform for engaging and educating potential customers by showcasing your product’s features, demonstrating use cases, and explaining how it addresses industry pain points.
You can amplify these events by leveraging industry leaders and generating pre-event hype through targeted campaigns.
For example:
At Cognism, we send inbound emails to individuals interested in receiving our communications. Next, we send outbound messages to prospects who would appreciate the topic. We also work with industry influencers like Morgan J Ingram and utilise tools like Mailtastic to spread the word.
Here’s an example:
Your webinar content can also be repurposed after the event, for example, by using a recording to develop added social content.
Highlighted snippets can be shared across your social channels or as part of email campaigns to generate interest and maximise your ROI.
6. Publish content that creates demand
A list of SaaS lead generation tactics wouldn’t be complete without strategically thought-out content.
Content is the lifeblood of B2B SaaS lead generation. It keeps your audience engaged and is essential for nurturing and attracting leads.
Whatever form your content takes, from blogs to white papers to videos, what’s important is that it’s relevant, insightful, and helpful to your audience.
This involves producing a variety of materials that address your audience’s pain points, such as blog posts, white papers, case studies, webinars, and videos. By offering valuable insights and practical solutions through your content, you position yourself as a thought leader in your industry.
Another thing to consider is keeping your content ungated—that is, not dependent on a data exchange for access and freely accessible to everyone.
This approach has more pros than cons: it broadens reach, increases engagement, and makes it more shareable, which also boosts brand awareness.
Creating demand through content is pivotal in modern SaaS marketing.
We use this approach at Cognism as it reflects a broader industry trend towards customer-centric, permission-based marketing strategies that emphasise value and trust over traditional lead capture methods.
We call it the Easy Mode Framework, and it looks like this:
7. Create a 24/7 chatbot experience
As much as we want to, SaaS sales can’t be on call 24/7. That’s why one of the best B2B SaaS lead generation ideas is to invest in B2B chatbots.
By leveraging AI-powered tools, you can handle large inquiry volumes efficiently, improve lead qualification through automatic filtering, and strengthen customer retention through tailored experiences.
It also allows you to provide round-the-clock support and gather valuable data on customer behaviour.
For example:
At Cognism, we set up different bots with Qualified based on who is visiting our site and what they are reading (you might have noticed one pop-up when you entered this page).
This way, you can send the right messaging based on your customer’s intent.
- Are they just browsing?
- Are they looking for more information about your product?
- Are they interested in a competitor?
Each scenario can be tailored toward a specific outcome.
As chatbot technology evolves, integrating these tools into a multi-channel marketing strategy becomes essential, promising continued growth in revenue and customer satisfaction for B2B enterprises.
8. Use popups and forms strategically
Think of popups and forms as quick card tricks — brief, impactful, and surprising. When used properly, they can effectively capture attention and prompt immediate action.
You can help guide your prospects through the buyer’s journey by strategically using pop-ups at different funnel stages.
Top-of-funnel (TOFU) pop-ups target new visitors and offer resources like eBooks or newsletters to build awareness and collect contact information.
We’ve found that using side pop-ups is a good option for this stage.
On the other hand, bottom-of-funnel (BOFU) pop-ups focus on nudging prospects closer to making a purchase decision by offering trials, demos, or discounts.
We’ve found that exit pop-ups work better here.
If you’re looking to increase your demo bookings, a good test is to place your forms at the top of BOFU pages. Remember, pop-ups and forms are all about timing and relevance.
9. Optimise your site for SEO and mobile
This next B2B SaaS lead generation strategy coincides with creating valuable content. Think of your website as the venue for a show.
How do you get your target audience to visit?
You need to advertise where they spend their time and pop up in places where like-minded individuals are looking, and Search Engine Optimisation (SEO) does just that.
Nowadays, people primarily consume content using their mobile devices, so it’s vital to ensure your website is responsive and looks good on mobile.
Test to see what your site looks like on different devices and browsers. Incorporate the appropriate keywords across blogs and landing pages and optimise titles, headers, and meta descriptions to boost your rankings. This will undoubtedly result in increased traffic and the generation of organic leads.
We use a “money keywords” strategy at Cognism to optimise SEO.
Unlike traditional methods, which focus on broad keyword clusters, this strategy targets keywords that high-intent buyers use to find solutions to their problems.
It’s about focusing on the quality of the traffic rather than the volume of it. By aligning content more closely with buyer needs and competitor analysis, we optimise pages to attract and convert qualified leads more effectively.
This approach improves our SEO rankings and enhances our users’ experiences.
10. Reward loyal customers
Loyal customers in SaaS lead generation are your most enthusiastic supporters. They’ve seen what you do and keep coming back for more. Rewarding them retains their loyalty and turns them into brand advocates.
Run advocacy programs that incentivise your current customers to become advocates through rewards for referrals, reviews, or social shares. By doing this, you can tap into their social channels to promote your brand through word-of-mouth marketing and further enhance your credibility.
For example, we run the Cognism Champions Advocacy Programme.
Here, our customers can earn points by speaking at events, writing reviews, being beta testers, giving product feedback, creating content, sharing on social media, referring others, and contributing testimonials.
These points can be redeemed for gift cards, gadgets, swag, or event experiences. By nurturing loyalty, we create passionate ambassadors who’ll champion our brand.
11. Stay original
Following the same routine and B2B SaaS lead generation strategies as everyone else doesn’t create much of a wow factor.
When you present original research and data, it helps to strengthen your position further as an industry thought leader.
Original data adds to your credibility, expertise, and authority.
It distinguishes your brand by offering unique insights and perspectives that competitors can’t replicate.
This data-driven approach attracts attention and builds trust with potential customers, showing a commitment to providing valuable, factual information.
The key is to use your data to highlight findings that address industry challenges or trends so that they’re relevant and helpful.
For instance, Cognism recently published a report on the state of cold calling. All original data can benefit our customers who cold call daily. Here’s a sneak peek 👇
Use your resources to create ungated and relevant content like reports, and you’ll find that you reach a wider audience through the dark funnel and increase positive feedback and brand recognition from prospective and loyal customers alike.
Remember, bursts of applause manifest when you demonstrate something new and unique. The same holds true when you generate leads for B2B SaaS.
12. Personalise content for VIP accounts
The best lead generation for SaaS involves targeting and converting high-potential accounts. These big accounts are worth the extra effort; you should give them extra attention.
You’ll need to employ account-based marketing tactics that resonate with these prospects’ individual needs and challenges and make them feel valued and understood.
The key here is personalisation. You must tailor your messaging to build a relationship with them at every touch point.
Tailor messaging, campaigns, and content so that you can build your relationship with them at every touchpoint. A sales intelligence tool like Cognism can help you find and connect with these potential customers at the optimal time.
Metrikus uses Cognism to power its ABM lead generation. It’s resulted in a large contribution to their pipeline of opportunities:
“It's been key for ABM. Compared to Lusha and ZoomInfo, Cognism has the best data on the market”
An ABM strategy requires close collaboration between sales and marketing teams to gather insights and deliver the right content. To enhance your engagement with these accounts further, you can use targeted online advertising, personalised email marketing, and unique gifts.
Your aim should be to position yourself as more than just a provider but a trusted partner with a vested interest in your client’s success. By aligning your strategies with your client’s expectations, you’ll build a solid foundation for higher ROI and long-term success.
Tips for successful B2B SaaS lead generation
Now that we’ve covered the strategies let’s add some extra magic dust. Here are five B2B lead generation for SaaS tips:
Tip 1: Know your audience
Understand their pain points, needs, and desires. Tailor your messaging to resonate with them.
Tip 2: Test and optimise
Continuously test different approaches and refine your strategies based on what works best.
Tip 3: Leverage analytics
Use data to inform your decisions and track the effectiveness of your campaigns.
Tip 4: Focus on quality over quantity
Having a few highly engaged leads is better than many disinterested contacts.
Tip 5: Stay agile
The digital landscape is ever-changing. Be ready to adapt and experiment with new tactics.
B2B SaaS lead generation is a spectacle where every element must work together to produce successful results. By embracing these tips, you can master the art of captivating and converting leads into loyal customers.
The best SaaS lead generation companies
Let’s look at some of the top SaaS lead generation companies that can help you master your strategies.
By integrating B2B lead generation software, you can leverage the latest technological advancements and digital marketing to achieve remarkable results in acquiring and nurturing leads.
Here are our top four 👇
1. Cognism
Cognism is sales intelligence software designed to assist larger enterprises, sales teams, and marketing professionals in identifying key accounts, reaching quota faster, and establish a successful pipeline.
It provides detailed B2B data that is compliant with GDPR and CCPA regulations, advanced features, and extensive integrations for global outreach.
Sales representatives typically allocate 20% of their time to prospect research, but inaccurate data leads to an additional 30% wasted. Cognism addresses this SaaS lead generation problem by offering a high-quality database of emails, direct phone numbers, and mobile numbers.
With Cognism, you get:
- Verified B2B emails to expand your email marketing audience.
- Phone-verified mobile number accuracy to help you connect with 87% of your list.
- Exclusive on-demand verified mobile and email data set Diamond Data®.
- Unrestricted access to person and company-level data*.
- Instant and scheduled CRM enrichment and on-demand CSV enrichment.
- Intent data by Bombora.
- International coverage: EMEA, NAM, APAC.
- Easy platform setup.
- Integrations with CRMs and sales engagement tools.
- Focus on quality GDPR and CCPA-compliant data.
- Database checked and cleaned against global DNC lists.
- Fast and friendly support team.
2. Kaspr
Working with out-of-date contact information is counterproductive. It’s not only a waste of time and resources, but it also negatively skews your numbers when prospecting.
Kaspr is a handy, user-friendly tool for finding and connecting with the most relevant leads.
This tool provides unlimited email credits*, phone numbers, and all the necessary data to help you turn leads into lasting partnerships and increase your conversion rate.
With Kaspr, you get:
- Accurate, real-time contact data.
- LinkedIn Integration.
- Enrichment API.
- GDPR and CCPA-aligned.
- Chrome extension.
3. LinkedIn Sales Navigator
LinkedIn Sales Navigator is a good tool for B2B social selling. It leverages LinkedIn’s extensive professional network to connect you with decision-makers and influencers in your target industries.
It offers advanced search capabilities, lead recommendations, and integration with your CRM, making connecting with potential customers and building meaningful relationships easier.
Many companies use LinkedIn Sales Navigator in tandem with data providers like Cognism. It’s one of the best ways to generate leads for B2B SaaS.
“We use the Cognism Extension in tandem with LinkedIn Sales Navigator. We build the lists in Sales Nav, generate the contact details in the Cognism Extension and sync these to Salesloft sequences. Then the data is routed to HubSpot via the integration. I love the Cognism Extension because I don’t have to spend hours trudging through LinkedIn looking for email addresses. The information is accessible in one click.”
4. Drift
Drift revolutionises lead generation with its conversational marketing platform.
Its chatbots and live chat features engage website visitors in real-time, automatically capturing leads, qualifying leads, and driving conversions effortlessly.
Connect with the people you want to do business with
Successful SaaS B2B lead generation requires quality, compliant B2B data.
And that’s precisely what you get with Cognism, plus much more!
Start your journey - click the banner below to book a demo with one of our data experts👇
