Lead generation for B2B SaaS: How to do it right
By Myra Austin, Senior Account Executive
Public relations can help target media outlets and reach potential customers excited about utilizing SaaS in their organizations. As we covered in our previous blog, we collaborate with a lot of clients who provide software-as-a-service (SaaS) solutions. Whether you are just starting up with a SaaS lead generation strategy or have one in place, it is critical to focus on a few things before dedicating your efforts to it.
Knowing Your Target Audience
It is simple to become lost in the bright lights of the tier 1 business press, such as The Wall Street Journal, New York Times and numerous others. However, it’s vital to understand that your verticals are where you have the opportunity to really reach the people who would be interested in purchasing your product. That’s not to say that tier 1 press is bad, but just be aware that the person making business decisions is probably going to read tech publications in order to better understand the SaaS market players.
Providing Quality Leads Through Thought Leadership
As we grow in this digital era, we will continue to see a highly saturated market where everyone wants your attention on social media pages, ads, SEO and everything in between. Building brand awareness using tech PR can assist with providing not just average leads, but quality ones that have spent time researching your business.
Set S.M.A.R.T. Goals
You can only know things are working if you are tracking them using some form of methodology. A great place to start is by setting S.M.A.R.T. goals – goals that are specific, measurable, achievable, relevant and time-bound.
In order to track lead generation, you can start with key performance indicators (KPIs) which will allow you to compare the performance of the S.M.A.R.T. goal objectives you’ve set. The most common KPIs you can track include:
- Organic traffic
- Traffic-to-lead ratio
- Clickthrough rate
- Bounce rate
- Landing page conversion rates
- Cost per lead
If you’re ready to take the leap and start doing lead generation for B2B SaaS the right way, we have a team with a plethora of experience ready to help take your company to the next level. You can contact us here or review some of our case studies to see just how we can help you.