Lead generation is the lifeblood of your B2B SaaS company. Without a steady flow of high-quality leads, even the best software product will struggle to gain traction in the market. However, B2B SaaS lead generation often differs from what’s needed in traditional B2B sales models. It requires a combination of volume, engagement, and nurturing to move prospects through the funnel.
“This is not if you build it they will come. This is if you market it well you will have a successful business.” – Dacia Coffey, Blender CEO
A strong lead generation strategy ensures that your SaaS company not only attracts potential customers but also converts them into long-term subscribers. Let’s start by defining WHICH TYPE of SaaS company you really are.
The Three Types of B2B SaaS Business Models
Not all SaaS businesses follow the same model. The lead generation tactics that work best will depend on the structure of your business. There are three primary categories of B2B SaaS:
- SaaS-Only – The type of company sells a standardized software product that customers purchase and use with minimal customization.
- SaaS + Customization – The core software product is enhanced with custom integrations, development, or onboarding services.
- SaaS + Consulting – The software is part of a larger consulting or digital transformation solution, with high-touch sales and implementation.
Each of these models requires a different approach to SaaS B2B lead generation. Understanding where your company fits will help you focus on the most effective strategies.
Lead Generation Strategies for SaaS-Only Businesses
For companies that follow a SaaS-only model, the goal is high-volume lead generation. The product should be simple and scalable, with customers self-serving as much as possible.
Organic and Paid Search Optimization
SEO plays a crucial role in driving traffic to a SaaS company’s website. Since the business relies on large numbers of sign-ups, it must have strong organic visibility.
“Any SaaS-only company has a long-term growth strategy. It’s not going to be a few deals that make or break them, it’s going to be hundreds and hundreds and hundreds of deals.” – Dacia Coffey, Blender CEO
Alongside organic search, paid search campaigns, including Google Ads and PPC, help ensure the product appears at the top of search results for key industry terms. Companies should also bid on their competitors’ brand names to capture leads looking for similar solutions.
Freemium Models and Trial Offers
Many SaaS-only companies rely on free trials or freemium models to bring users into the product. While not every user will convert into a paying customer immediately, these models create a pipeline of potential revenue.
“Getting them onto the free version is what anchors them to your product so you can continue to nurture, nurture, nurture and eventually convert more of those people into the paid version.” – Daisy McCarty, Blender CMO
Content Marketing and Brand Awareness
Content marketing should be focused on free, accessible, and shareable resources. Gated content is not as effective for SaaS-only companies because the goal is to attract as many leads as possible.
“Your content needs to be really free, really accessible. You want people to consume and share, consume and share, consume and share.” – Daisy McCarty, Blender CMO
Brand campaigns, social media marketing, and thought leadership pieces should also be used to create familiarity and trust with potential buyers.
Lead Generation Strategies for SaaS + Customization
SaaS companies that offer customization have a more complex sales process. Their ideal customers are typically mid-market or enterprise-level businesses that need tailored solutions.
Targeted Paid Search and Retargeting
Paid search campaigns should focus on search intent rather than volume. Since decision-makers in this segment tend to take longer to evaluate solutions, retargeting ads are essential.
“People who are looking for SaaS plus customization are very likely to make no decision at all. You need the retargeting with your ads, but you also need high-touch sales outreach.” – Daisy McCarty, Blender CMO
High-Touch Sales and Relationship Building
Unlike self-service SaaS models, a SaaS + Customization business requires more direct sales engagement. This means LinkedIn outreach, personal email follow-ups, and social selling strategies should be used alongside digital marketing.
Leveraging Review Sites
Decision-makers in this category conduct extensive research before purchasing. They rely on platforms like TrustRadius, G2, and Capterra to validate vendor credibility. B2B buyers who have to do more due diligence are going to be looking at trusted review sites. Building a presence on these platforms, encouraging customer reviews, and responding to feedback can significantly impact lead conversion rates.
Industry Events and Webinars
Industry events, webinars, and co-sponsored virtual summits are powerful lead generation tools for SaaS companies offering customization. Co-hosting an event with a partner allows companies to leverage each other’s audiences and generate high-quality leads at a lower cost.
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Lead Generation Strategies for SaaS + Consulting
SaaS companies that bundle their software with consulting services operate differently from traditional SaaS businesses. Their lead generation focus is on quality rather than quantity.
Gated Content and Lead Qualification
Since consulting-led SaaS solutions tend to have longer sales cycles, gated content plays a key role in identifying high-intent leads. Whitepapers, industry reports, and in-depth guides should be used to attract potential customers.
“You need to be putting in the time and effort to create really high-quality, high-value content that is worthy of that email and phone number.” – Dacia Coffey, Blender CEO
Thought Leadership and Public Speaking
Companies in this category often deal with highly complex problems that require education. Speaking engagements, conference panels, and in-person workshops are among the best ways to generate leads.
“Once you get in front of a room of people, you are the authority. It’s a really fast path to accelerating those closed deals.” – Dacia Coffey, Blender CEO
Referral and Partner Networks
High-value SaaS solutions are often introduced through trusted advisors and referrals. Developing a strong partner network and incentivizing introductions can drive highly qualified leads. These are higher ticket and higher risk engagements, so there needs to be a lot of trust. Companies should cultivate relationships with industry influencers, consultants, and advisors who can introduce their solution to decision-makers.
Common B2B SaaS Lead Generation Mistakes to Avoid
While lead generation is essential, many SaaS companies fall into common traps that hinder their success.
Over-Reliance on a Single Channel
Successful SaaS companies diversify their lead generation strategies. Relying too heavily on SEO, paid ads, or email marketing alone can lead to inconsistent pipeline growth.
Neglecting the Buyer Journey
A well-structured lead generation strategy should align with how B2B buyers make decisions. SaaS companies often make the mistake of trying to close deals too quickly.
“Trying to go straight to ‘everybody needs to come on our website and pay for the software right now’ is an unrealistic expectation.” – Dacia Coffey, Blender CEO
Lack of Lead Nurturing
Even if leads enter the funnel, many SaaS companies fail to nurture them effectively. Personalized follow-ups, email sequences, and remarketing campaigns are crucial for converting leads into customers.
Final Thoughts on Lead Generation for B2B SaaS
B2B SaaS companies face unique challenges in lead generation, but with the right strategy, they can scale effectively. Whether operating as a SaaS-only business, offering customization, or bundling software with consulting, the key is to align lead generation efforts with the way buyers research, evaluate, and make decisions.
The most successful SaaS companies invest in a multi-channel approach, blending digital marketing, sales outreach, and thought leadership to create a steady stream of high-quality leads.
For those looking to refine their SaaS lead generation strategy, working with a team that understands these nuances can make all the difference. Talk to Blender about how to build the right revenue generating lead system for your business.
