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How to Generate SaaS Leads?

To sell your product, first, you need to find the ones that are interested in it a.k.a. leads.

Leads are your potential customers – people who are willing to pay for the solution that you offer. 

In this post, we will go through seven strategies that will help you generate leads for your product.

Let’s get into it!


1. Use Software Review Platforms 

Listing your product in software marketplaces such as Capterra, G2 Crowd and Crozdesk is a no-brainer method to generate leads. 


First. It’s free. 

Second. If you go to where people are buying, you have higher chances of selling. 

People looking for software solutions on these platforms are warm leads. In other words… 

They know and understand the value of what you do.

They are highly interested in what you can offer.

You no longer need to nurture the leads which is a time-consuming process, because there is already a demand for a product like the ones you offer. By listing your product on these platforms, you are capturing that demand. 

Pros Cons
✔️ Free to list your product

✔️ Capture warm leads

❌ You are not allowed to list your product if it is in Beta version


2. Use Search Engine Optimization (SEO)

Use Search Engine Optimization SEO

Search engine optimization, or SEO for short, makes it easy for people to find you on search engines like Google. It is a practice that helps your website rank higher in search engine results page (SERP).

Making your website SEO-friendly will propel your lead generation campaign long-term as this strategy drives organic traffic to your site. In other words, you do not need to pay for traffic. 

SEO comes handy in inbound marketing, a strategy that is content-focused. Creating content such as blog posts is one of the most effective ways to attract traffic to your site and to demonstrate your knowledge to solve the problems your leads have. 

As the popular quote goes, “Everything good takes time.” So does SEO. You don’t publish one blog post and expect to appear on the first page of Google. 

SEO requires commitment – you will have to do the heavy lifting as it takes months to build and publish the content, you will see a click from time to time. But it is only after some period that once the work compounds, you will see a jump in search rankings and enjoy free traffic. 

Pros Cons
✔️ Drives organic a.k.a. free traffic to your site 

✔️ Establish your product as a high domain authority  

❌ Not as targeted as pay-per-click (PPC) campaigns

❌ Takes time to build


3. Use Lead Magnets and Interactive Tools

To make the most out of the free traffic driven by SEO to your site, offering a lead magnet and the use of interactive tools is the key.

A lead magnet is a strategy to compel prospects to give their information to you in exchange of a valuable content you offer such as a template, e-book, report or a webinar invite. 

Even if you have fifty-eight blog posts that are full of value, most likely people won’t sign up for your product. So always offer a lead magnet. If the offer is missing, then no conversion will happen.

In addition to lead magnets, the use of interactive tools such as chatbots is also an effective way to generate leads. 

Majority of SaaS companies have a good website because it is one of the basis for leads to judge if a product is the one that they are looking for. Even if you have a contact page on your website, the majority of the leads won’t likely use your contact page to reach out to your company if they have a query or a concern on how your product can solve their problem.

That is why an interactive tool such as a chatbot comes handy to answer the questions your leads may have and also capture their information. 

SEO is the first step to attract traffic and the use of lead magnets and interactive tools are effective methods to not miss out on these leads. 

Pros Cons
✔️ Quick method to generate leads  ❌ Leads require nurturing


4. Write Tool Comparison Blog Posts

Write Tool Comparison Blog Posts

Writing blog posts is a proven content marketing strategy that drives organic traffic. 

And making a blog post that compares two or more tools is an effective method to capture traffic that is highly-targeted and is almost ready to buy a.k.a. hot leads. 

If you have an accounting software solution and you want to persuade prospects that yours is better than the competitors, then you won’t go wrong with a tool comparison blog post. 

If a lead clicks “FreshBooks vs Y” in Google, it means that: 

First, they know what their problem is and the appropriate solution to that problem.

Second, they have narrowed down the list of the possible solutions. 

And lastly, they have a budget and are ready to make a purchase.

Pros Cons
✔️ Attracts hot leads

✔️ Higher chance of conversion

❌ Not as many leads compared to cold and warm leads


5. Practice Personalized Outreach

Reaching out to potential customers to promote your product is called outbound marketing and the most common example is cold emailing. 

The goal of reaching out to prospects is to get a response. 

What most people do is they send a general blast to an email list. And in return, gets none. 

If you want prospects to pay attention to the product that you offer, you have to be specific. You need to categorize your leads according to industry or niche so you can craft a personalized email and send them to a landing page customized according to their field. 

For example, positioning your product specifically as an “HR software solution for the hotel industry” sells more versus a general “HR software solution”.

Certain prospects will be able to resonate more with the product that you sell with how specific you are as opposed to being general. 

Remember, outreach is data-driven. 

Doing personalized outreach makes it easy to track where the leads come from so you can double-down on what converts. 

Pros Cons
✔️ Provide quick leads

✔️ Higher conversion compared to general outreach 

✔️ Has metrics that provide insights about the campaign

❌ Costs money to do the outreach, paying for the email marketing platform, as well as the verification of emails. 

❌ Time-consuming campaign


6. Perform Engagement-Driven Retargeting

Perform Engagement-Driven Retargeting

User engagement or how users interact with your online presence by clicking your website, emails, posts or videos is a good yardstick to measure the interest they have in what you offer. 

Paying attention to how prospects engage will translate to a more effective retargeting strategy. 

A prospect who opened your “lifetime deal (LTD)” email seven times is much more likely to convert than someone who opened it once. You can then move that prospect into an email segment that receives discount emails every quarter because their behavior suggests that it is what they are interested in. 

A lead who uses your software thirteen times a month is much more likely to buy it than someone who uses it only twice a month. You can then send that lead a special offer.  

In this lead-generating strategy, data is your friend. Since it will give you insights on which prospect to select and send a follow-up, saving your time in the long run. 

Pros Cons
✔️ Cheaper than broad campaigns such as PPC  ❌ Segmenting your market according to specific criteria requires work at first


Final Takeaway

There are a lot of strategies on how to generate SaaS leads. But it always boils down to what outcome you want to achieve. 

That is why, before starting any marketing campaigns, always set goals and objectives since generating leads requires work, time and money.

The pros and cons listed are meant to help you make better decisions that fit your goals and objectives.

So, among all the listed strategies to generate leads for your SaaS, which suits you best? Let us know in the comments section below.

Category : Beginners Guide

Tags : Lead Generation, SaaS