B2B SaaS demand generation is about high-quality leads that become customers and bring B2B SaaS revenue growth. A good demand generation strategy helps to tie marketing efforts to revenue effectively.
What Is Demand Generation?
According to the Content Marketing Institute, demand generation marketing is the practice of creating demand for an organization’s product or services through marketing. Demand generation is not just about the quantity of leads, it’s about a lead’s quality and their conversion to revenue.
Demand generation incorporates various tactics for B2B SaaS lead generation, such as filling out a form, downloading some content, and signing up for a webinar. Not all nurtured leads convert to customers at once, although that doesn’t mean they won’t ever. They can be nurtured and re-nurtured before they convert into buyers.
The Components of Demand Generation Strategy
- Content Marketing. It has been estimated by Demand Gen 2020 B2B Buyer Behavior Survey that 70% of responders chose, “relevant content that speaks directly to your company,” as very important. Also, the same study found that 76% of buyers admitted that content had considerably impacted their choice. Therefore, it has been proven that content is key for B2B SaaS lead generation and revenue growth. Content marketing includes many types of content, such as blog posts, case studies, infographics, emails, and white papers. Most importantly, the content should explain the solutions to the customers’ pains that your B2B SaaS can provide.
- Social Media Marketing. Social media is frequently used in spreading content. Therefore, they are greatly valuable for engaging with prospects. There are three pillars of social media demand strategy B2B SaaS lead generation. These are focus, education, and trust. Focus concerns listening to customer’s needs. Education is about informing your audience about your product. Trust the customer’s reliability on your B2B SaaS for providing the solution to their pains.
- Lead Scoring. To find out your lead’s readiness to buy, it is useful to use lead scoring. It gives points by your prospect’s engagement with your website and measures their activity. The points will help you determine where in the Buyer’s journey your customers are. The points may differ. Reading a blog post may be estimated as two points, and responding to an email may be given ten points. That’s for your marketing team to decide. Once your prospect acquires a certain number of points, they can be passed to sales and be shifted to an accelerated nurture program. Lead scoring is very effective in B2B SaaS demand generation. According to Marketing Sherpa, companies that use lead scoring have a 77% increase in ROI from B2B SaaS lead generation.
B2B SaaS demand generation is an effective strategy for leads generation. It can be realized in various components.
All of them are focused on targeted B2B SaaS lead generation.
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