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10 Reliable Tactics for B2B SaaS Lead Generation in 2024

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Did you know that in 2024, B2B SaaS companies are projected to generate over $400 billion in revenue globally?  

In this rapidly expanding market, mastering the art of lead generation has become more crucial than ever for businesses aiming to secure their slice of the pie. 

10 Reliable Tactics for B2B SaaS Lead Generation in 2024

This article will explore what B2B SaaS lead generation is, reliable tactics to implement, essential tools to use, and more. 

What Is B2B SaaS Lead Generation? 

B2B SaaS lead generation refers to identifying and attracting potential business customers for software-as-a-service (SaaS) products. It involves various strategies and tactics to generate interest, capture contact information, and nurture leads to convert them into paying customers. 

What are the 4 steps of the lead generation process? 

  • Identification: This involves identifying your target audience or ideal customer profile. 

  • Attraction: Attracting potential leads through various marketing channels and strategies. 

  • Conversion: Converting attracted leads to prospects or customers through nurturing and engagement. 

  • Retention: Retaining customers by providing value, support, and continuous improvement of services. 

1. Defining Your Target Audience 

Identification is the foundational step of lead generation, where you pinpoint who your ideal customers are. This involves conducting thorough market research to understand the demographics, psychographics, pain points, and needs of your target audience. By creating detailed buyer personas, you can tailor your marketing efforts more effectively. 

Example: Suppose you offer project management software tailored for small businesses in the creative industry. Your target audience might include freelance graphic designers, marketing agencies, and small design studios looking to streamline their workflow and collaboration processes. 

2. Drawing Potential Leads In 

Once you have identified your target audience, the next step is to attract potential leads through various marketing channels and strategies. This can include content marketing, social media, paid advertising, SEO, and more. The key is to create compelling and valuable content that resonates with your audience, driving them to engage with your brand. 

Example: You could create a series of blog posts discussing common challenges faced by creative teams in project management. By offering practical tips and solutions, you position your brand as an authority in the industry and attract leads who are actively seeking solutions to their problems. 

3. Turning Leads into Prospects or Customers 

Conversion involves nurturing and engaging with attracted leads to move them further down the sales funnel. This often requires providing additional value through email marketing, personalized messaging, targeted offers, and follow-up communication. The goal is to build trust, address objections, and ultimately persuade leads to become paying customers. 

Example: After someone downloads a free eBook about project management best practices from your website, you can follow up with a series of automated emails offering more in-depth guides, case studies, and a personalized demo of your software. By demonstrating the value of your solution and addressing specific pain points, you increase the likelihood of conversion. 

4. Keeping Customers Satisfied & Loyal 

Retention is vital for the long-term success of your B2B SaaS business. It is not just about acquiring new customers but also about keeping them happy and engaged over time. This requires ongoing communication, proactive support, and continuous improvement of your services based on customer feedback. Happy customers are more likely to renew their subscriptions, upgrade their plans, and refer others to your platform. 

Example: You could implement a customer loyalty program that rewards users for their continued engagement with your software, such as offering discounts on future renewals, exclusive access to new features, or VIP support. By showing appreciation for their loyalty, you foster a stronger relationship with your customers and increase their lifetime value to your business. 

What is an example of lead generation?  

An example of lead generation in B2B SaaS could be offering a free trial of your software in exchange for contact information. This allows potential customers to experience the product firsthand, demonstrating its value and potentially leading to a conversion. 

A picture showing a free trial.

What makes SaaS marketing different? 

SaaS marketing differs from traditional product marketing due to its focus on subscription-based services, ongoing customer engagement, and the need to continuously demonstrate value to retain customers. 

A table showing the differences between SaaS marketing and traditional product marketing.

10 Strategies for B2B SaaS Lead Generation 

  • Content Marketing 

  • SEO Optimization 

  • Social Media Marketing 

  • Email Marketing 

  • Referral Programs 

  • Webinars & Events 

  • Account-Based Marketing (ABM) 

  • Partnerships & Integrations 

  • Chatbots & Live Chat 

  • Customer Success Stories 

1. Content Marketing

Imagine you are starting a new business, and you want to sell software that helps businesses manage their projects more efficiently. Now, before you start selling anything, you need to make sure people know about your product and why it is useful for them. That is where content marketing comes in. 

Content marketing is like telling a story. Instead of just saying, "Hey, buy our software," you are creating helpful and informative content that shows people how your software can solve their problems.  

So, let's say you know that one big problem businesses have is keeping track of all their projects and deadlines. You might write a blog post about "Assistant Project Manager: The Role, Responsibilities & More." In this post, you will share useful information, advice and tips, and then subtly mention how your software can make it even easier. 

Now, not everyone likes to read blog posts. Some people prefer watching videos or listening to podcasts. That is why it is important to mix things up and create different types of content. You could make a short video showing how easy it is to use your software or record a podcast interview with a satisfied customer talking about how your software saved their business. 

Once you have created your content, you need to get it out there so people can see it. That means sharing it on social media, sending it out in email newsletters, and even posting it in online forums where your target audience hangs out. The goal is to get as many eyeballs on your content as possible. 

Now, here is where things get interesting. Some of your content, like blog posts or videos, you will share for free. But for valuable stuff, like in-depth guides or case studies, you might ask people to give you their email addresses for access. This is called "gating" your content, and it is a great way to capture leads. 

Once you have people's email addresses, you can start nurturing them. That means sending them more helpful content, keeping them engaged, and slowly nudging them towards becoming paying customers. Maybe you send them a series of emails with tips and tricks for project management and then offer them a special discount on your software. 

Throughout all of this, it is important to keep an eye on what is working and what is not. You want to track things like website traffic, email open rates, and how many people are signing up for your software. That way, you can see what is resonating with your audience and tweak your strategy accordingly. 

And remember, content marketing is a long game. It is not about making a quick sale; it is about building relationships with your audience and establishing yourself as a trusted expert in your field. So, keep creating valuable content, keep engaging with your audience, and before you know it, you will have a steady stream of leads coming in for your B2B SaaS business. 

2. SEO Optimization 

When you are online searching for something, like the best project management software for your business, how do you decide which website to click on? Chances are, you will choose one of the top results that show up on the first page of your search engine, right?  

That is where SEO comes in. 

SEO, search engine optimisation

SEO stands for Search Engine Optimization, and it is all about making sure your website and content are set up in a way that makes them more likely to show up at the top of search engine results when people are looking for something related to your business.  

Why does this matter?  

Because when your website is one of the first things people see when they search for terms related to your industry, you are more likely to get visitors who are genuinely interested in what you have to offer. 

So, how do you optimize your website for search engines? It involves a few different things: 

1. Keywords: These are the words and phrases people type into search engines when they are looking for something. You want to make sure your website and content include relevant keywords related to your business. For example, if you offer project management software, you will want to include keywords like "project management software," "task tracking," and "team collaboration" throughout your website. 

2. Quality Content: Search engines like Google prioritise websites that provide valuable and informative content. So, you will want to create high-quality content that addresses the needs and interests of your target audience. This could be blog posts, articles, videos, or any other type of content that showcases your expertise and helps your audience solve problems. 

3. Website Structure: Your website should be well-organised and easy to navigate. This not only makes it more user-friendly for your visitors but also helps search engines understand what your website is about. Make sure your website has clear navigation menus, descriptive page titles, and relevant headings. 

4. Backlinks: These are links from other websites that point back to your site. When reputable websites link to your content, it signals to search engines that your website is trustworthy and authoritative. You can build backlinks by creating valuable content that other websites want to link to, reaching out to other website owners for collaboration opportunities, or submitting your website to online directories. 

5. Optimised Metadata: This includes things like meta titles and meta descriptions, which are the snippets of text that show up in search engine results. These should accurately describe the content on your page and include relevant keywords to help improve your click-through rate.

3. Social Media Marketing 

Imagine you are at a big networking event where lots of professionals from your industry gather to share ideas and make connections. Social media is kind of like that, but it all happens online.  

Social media marketing involves using platforms like LinkedIn, Twitter, and specialized forums to connect with people who might be interested in your B2B SaaS product. Instead of just posting ads, you are there to engage with potential customers, share helpful information, and build relationships. 

So, how does it work? 

Some people working on social media marketing.

  • Engagement: Just like at a networking event, you want to start conversations and get people talking. This could be by commenting on posts, sharing interesting articles, or asking questions related to your industry. The goal is to show that you are active and interested in what others have to say.  

  • Valuable Content: People do not go on social media to be sold to; they want useful and interesting content. So, you will want to share content that educates, entertains, or inspires your audience. This could include blog posts, infographics, videos, or even just quick tips and insights. 

  • Building Relationships: Social media is all about making connections. You want to build relationships with potential customers, industry influencers, and other businesses in your space. This could mean reaching out to people directly, joining relevant groups or communities, or even collaborating on projects or events. 

  • Consistency: Like any relationship, consistency is key. You want to be regularly active on social media, posting updates, sharing content, and engaging with your audience. This keeps you top of mind and shows that you are committed to building relationships over the long term. 

  • Analytics: Lastly, it is important to track your efforts and see what is working. Most social media platforms offer analytics tools that let you see things like how many people are seeing your posts, what kind of engagement you are getting, and even the demographics of your audience. This helps you fine-tune your strategy and focus on what is driving results. 

4. Email Marketing 

Email marketing is a digital marketing strategy that involves sending targeted, personalised emails to a specific audience with the goal of engaging recipients, nurturing leads, building relationships, and ultimately driving conversions or sales.


Email marketing campaigns can vary in content and purpose, ranging from promotional emails announcing new products or special offers to informational emails sharing valuable content, such as blog posts, industry insights, or educational resources. 

Key elements of email marketing include building an email list of subscribers who have opted in to receive communications, segmenting the list based on factors like demographics, interests, or past interactions, and analyzing campaign performance metrics to optimize future efforts. 

Important facts about email marketing: 

  • Impressive ROI: Email marketing consistently delivers one of the highest returns on investment (ROI) among digital marketing channels. On average, for every $1 spent on email marketing, the return is approximately $42. (Source) 

  • Preferred Communication Channel: Studies show that 72% of consumers prefer to receive promotional content through email, compared to 17% who prefer social media and 11% who prefer direct mail. (Source) 

  • High Engagement Rates: The average open rate for marketing emails across all industries is around 20%, with the highest-performing industries seeing open rates of over 25%. (Source) 

  • Personalisation Pays Off: Personalised email messages have been shown to generate six times higher transaction rates compared to non-personalised emails. (Source: Experian) 

  • Mobile Optimization Matters: Over 60% of email opens occur on mobile devices, underscoring the importance of mobile-responsive email designs and optimisation for smaller screens. (Source) 

  • Segmentation Increases Effectiveness: Segmented email campaigns have been found to result in a 760% increase in revenue compared to non-segmented campaigns. (Source) 

  • Automation Boosts Efficiency: Email automation allows businesses to send relevant and timely messages to subscribers based on predefined triggers or actions. Automated email campaigns generate, on average, a 320% increase in revenue compared to non-automated campaigns. (Source) 

  • Conversion Power: Email marketing drives more conversions than any other marketing channel, including social media and search engine marketing. (Source)   

5. Referral Programs

Referral programs in B2B lead generation operate on the premise of leveraging satisfied customers to advocate for your SaaS product within their professional networks. By offering incentives such as discounts or credits for successful referrals, businesses encourage their existing customers to actively promote their positive experiences with the software.  

Clear communication, effective tracking mechanisms, and automated reward systems are essential components of a successful referral program.  

Through this structured approach, businesses incentivise customer loyalty and tap into the trust and credibility inherent in peer recommendations. Thereby generating a steady stream of high-quality leads that are more likely to convert into paying customers. 

6. Webinars & Events 

Webinars are a powerful tool for B2B SaaS lead generation. To make them effective, start by choosing topics that directly address your audience's pain points and align with your product's solutions. Promote your webinar through email marketing, social media, and targeted ads to maximize attendance. Craft clear registration pages to capture lead information seamlessly. 

During the webinar, deliver engaging content using slides, live demos, case studies, and Q&A sessions to maintain interest. Involve industry experts to enhance credibility and attract a wider audience. After the webinar, follow up with attendees through personalised emails, offering additional resources and exclusive offers to nurture leads. 

Repurpose webinar content into blog posts, infographics, or social media snippets to extend its reach and reinforce key messages. Collect feedback to evaluate effectiveness and refine future webinar strategies. 

7. Account-Based Marketing (ABM) 

Account-Based Marketing (ABM) is a strategic marketing approach that focuses on targeting specific high-value accounts or companies, rather than casting a wide net to attract individual leads. The goal of ABM is to personalise marketing efforts and tailor messaging to meet the specific needs and preferences of targeted accounts. 

Here's how to implement ABM for B2B SaaS lead generation: 

  • Identify Target Accounts: Consider factors such as company size, industry, revenue, and current technology stack when selecting target accounts. 

  • Understand Account Needs: Analyzing their website, social media presence, industry reports, and any other available information to gain insights into their specific needs and preferences. 

  • Create Personalised Content: Personalised email campaigns, customised landing pages, case studies, and industry-specific content that demonstrates how your SaaS solution can address their unique requirements. 

  • Engage Key Stakeholders: Connect with them on social media, send personalised emails or LinkedIn messages, and schedule one-on-one meetings or demos to discuss their needs in more detail. 

  • Leverage Account-Based Advertising: Use targeted advertising campaigns to reach key stakeholders within your target accounts. This could include display ads, social media ads, and sponsored content that is specifically tailored to resonate with the individuals you're trying to reach. 

  • Track and Measure Results: Tracking key metrics such as engagement rates, conversion rates, and pipeline growth for each target account.  

8. Partnerships & Integrations

Partnerships and integrations represent potent avenues for B2B SaaS lead generation. Collaborating with complementary SaaS companies or integrating with popular platforms can significantly expand your reach and attract new leads. When identifying potential partners, look for companies that offer products or services that complement yours.


These partnerships can create opportunities to offer more comprehensive solutions to customers by combining your strengths. Moreover, integrating your SaaS product with widely used platforms or tools in your industry can streamline workflows and increase the appeal of your offering to potential leads. 

Exploring integration opportunities with popular platforms such as CRM systems, project management tools, or marketing automation platforms is crucial. You make it easier for customers to incorporate your product into their existing workflows. Thereby increasing its usability and appeal.  

Collaborating on co-marketing initiatives with complementary SaaS companies can amplify your marketing efforts. Joint webinars, content collaborations, or co-branded campaigns allow you to leverage each other's expertise. It also allows you to reach a wider audience through shared promotional efforts. 

Offering special promotions or discounts to customers who sign up for both of your products can incentivize new leads to explore integrated solutions. These exclusive deals drive adoption and strengthen the value proposition for customers.  

9. Chatbots & Live Chat 

Chatbots and live chat are invaluable tools for B2B SaaS lead generation. By implementing chatbots on your website, you can engage visitors in real time, provide instant answers to their questions, and capture leads efficiently.  

A landing page and a chatbot.

This proactive approach not only enhances user experience but also enables you to initiate meaningful conversations with potential leads, ultimately driving higher conversion rates. 

10. Customer Success Stories 

Customer success stories play a pivotal role in B2B SaaS lead generation efforts. By showcasing case studies, testimonials, and success stories, you can effectively demonstrate the tangible value of your SaaS product. This way, you foster trust with potential customers.  

These real-world examples validate the effectiveness of your solution. They also provide prospects with relatable experiences. Thereby helping to alleviate any concerns and facilitate decision-making. 

Key Consideration Prior to Deploying B2B SaaS Lead Generation Strategies 

Audience Understanding & Value Proposition 

Before deploying B2B SaaS lead generation strategies, it is imperative to first consider your target audience deeply. Understanding their needs, pain points, and preferences is crucial for tailoring your approach effectively.  

Simultaneously, crafting a compelling value proposition that succinctly highlights the unique benefits of your SaaS product is essential. This ensures that potential leads immediately grasp the value your solution offers, setting the stage for effective engagement. 

Competitive Analysis & Marketing Channels 

Conducting a thorough competitive analysis and selecting the right marketing channels are equally crucial steps. By analysing competitors, you can identify market gaps and differentiate your offering effectively.  

Identifying the most suitable marketing channels ensures that your message reaches your target audience effectively. Whether it is through content marketing, social media, or targeted advertising, aligning your strategies with the preferences of your audience maximises the impact of your lead generation efforts. 

Lead Nurturing & Sales Alignment 

Lead nurturing and sales alignment form the backbone of successful B2B SaaS lead generation. Crafting a comprehensive lead nurturing strategy enables you to engage potential leads at every stage of the buyer's journey effectively.  

Ensuring alignment between your marketing and sales teams facilitates seamless lead handoff and conversion. Collaboration between teams on lead qualification criteria, follow-up processes, and insights sharing enhances efficiency and drives revenue growth. 

Measurement & Analytics 

Lastly, robust measurement and analytics mechanisms are imperative for tracking the effectiveness of your lead generation efforts. Defining key performance indicators (KPIs) and regularly analysing data allows you to identify areas for improvement and optimise strategies accordingly.  

This data-driven approach ensures that your efforts remain aligned with business objectives and drive sustainable growth over time. 

Must-Have B2B Lead Generation Tools for Rapid Growth 

Investing in tools such as CRM software, marketing automation platforms, analytics tools, and lead generation software can streamline processes, improve targeting, and accelerate growth for your B2B SaaS business. 

In Closing, 

Mastering B2B SaaS lead generation in 2024 is more than just a strategic imperative; it is a pathway to unlocking the full potential of your business in a rapidly expanding market.  

At Everett Sky, we are passionate about empowering SaaS companies to thrive in this dynamic landscape. Whether it is refining your value proposition, optimizing your marketing channels, or harnessing the power of data-driven insights, we are here to support your journey towards sustainable growth. 

FAQs on B2B SaaS Lead Generation 

Here are some of the most common questions you might have about B2B SaaS Lead Generation.

1. How do I generate B2B SaaS leads? 

To generate B2B SaaS leads, offer free trials or demos to showcase your software's value and target decision-makers through digital advertising on platforms like LinkedIn.  

Utilise content marketing with informative blog posts and case studies optimized for search engines to attract organic traffic.  

Network and form partnerships with complementary businesses to expand your reach and access new clients. 

2. What metrics should I track to measure the success of my lead generation efforts? 

Key metrics to track include conversion rates, lead quality, cost per lead, customer acquisition cost (CAC), and return on investment (ROI) for various marketing channels. 

3. What role does personalisation play in B2B SaaS lead generation? 

Personalisation is crucial for engaging potential leads and providing them with relevant content and solutions based on their specific needs and preferences, increasing the likelihood of conversion.

Grow Your SaaS Business with Everett Sky! 

At Everett Sky, we specialise in helping SaaS companies scale their businesses through innovative lead generation strategies tailored to their unique needs and goals. Contact us today to learn how we can drive growth for your B2B SaaS company.  


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