5 lead generation wins for SaaS & Tech Companies


At AXD, we’ve helped dozens of SaaS & tech companies with lead generation. In this article we are going to run through 5 of our favourite lead generation wins, some designed to build your pipeline quickly and others for the long-term.

1. Sales promotions distributed through targeted email

Email is one of the most effective marketing channels with an average open rate of 20-25%. Statistics show that almost 81% of small businesses rely on email to acquire customers. Promotional emails provide limited time offers, creating a sense of urgency. Use segmentation as a personalisation tool and create targeted sales promotions to share through email. When executed correctly, this type of marketing can help boost your pipeline value quickly and campaigns can be combined with remarketing to follow up your offer and keep your brand fresh in the minds of your sales prospects for longer.

2. PPC advertising

PPC ads are an effective way of generating website traffic and leads for your SaaS or tech business. You can track and adjust your PPC campaign to get the best ROI and create unique ads specific to each buyer persona. PPC is helpful for generating rapid interest in your organisation if you’re looking to grow quickly, and you don't want to rely on organic traffic.

3. Account-based marketing (ABM)

Account-based marketing is a long-term play to interest and convert high-value accounts. It involves collaboration between sales and marketing and follows a process of developing the reputation of your company and your sales team in your market, building relationships with target individuals in identified accounts, then communicating effectively with them to generate revenue from their business.

Your ABM playbook should include investing in the reputation of your key personnel and sales team through hosting webinars, building their profile through insights, podcasts, videos, interviews, etc. Building their reputation simplifies their outreach process with target accounts.

4. Customer referral programmes

If you have a well-liked product, customer referral programmes can offer an excellent, low-cost option to boost your sales pipeline. In addition to the customer acquisition cost benefit, studies have found referred customers have a 16% higher lifetime value over other marketing channels. Referral programmes also encourage word-of-mouth marketing, which can offer long-term impacts beyond the scheme itself. To create an effective programme, decide on your rewards, make the programme as clear as possible, and promote it directly to your net promoters.

5. Webinars and events

Webinars will get you in front of your audience in a casual and convenient way. They position you as the expert, they provide communication content for your sales team, email outreach and social channels, and they help you speak directly to your audience with minimal effort.  In terms of execution, focus on sharing just enough information to showcase your expertise without overwhelming your prospects, give them the feel of a 1:1 meeting, and then reuse the webinar content to seek broader engagement in your marketing. Do that and make webinars a powerful tool in your lead gen toolkit.

If you're looking for ways to improve your lead gen process, we hope these tactics have given you some ideas. Keep in mind that what works best will vary from company to company, so it's important to test and track different strategies to see what leads to the most success.

B2B sales and marketing experts

We are a specialist sales enablement and content marketing agency.

Our proven playbook and compelling sales content move prospects forward and to conversion. We blend your market intelligence with our sales expertise to create an exceptional sales toolkit your team will be proud to use, enabling connections, starting conversations, and driving conversions, helping you win customers and beat competitors. It's everything your sales reps need for success, from engaging infographics to insightful solution briefs and email and messaging templates to factsheets and call scripts, delivering a 30% boost to your sales performance. Adopt the strategies used by big tech, build buyer trust, and start smashing sales quotas today.

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