Top 7 B2B SaaS Lead Generation Strategies for 2022

The SaaS industry is thriving, and to succeed, businesses need effective lead-generation strategies. Key considerations include knowing the target audience, using the right tools, and setting lead qualification criteria. Seven powerful strategies for SaaS B2B lead generation in 2022 are: re-evaluating pricing, nurturing leads, optimizing SEO, improving user experience, creating industry-specific pages, hosting webinars, and publishing authentic reviews. Implementing these strategies can drive growth and success in the competitive SaaS market.


SaaS, aka Software as a Service, is one of the booming business sectors today. According to Fortune Business Insight, the global SaaS industry stood at $113.82 billion in 2020 and $130.69 billion in 2021. And by 2028, it will touch the mark of $716.52.
Despite the pandemic crisis, the SaaS businesses are inclining up day by day. In fact, the demand for cloud computing services has spiked a lot lately. According to a Flexera survey, 27% of leaders admitted that COVID-19 had surged spending on cloud resources.
That means today is the right time for SaaS businesses to develop new growth strategies. It is the perfect time to reconcile your SaaS lead generation strategy for a better future.
We did intensive research for our B2B readers and found out the top 7 SaaS B2B lead generation strategies to drive maximum results in 2022. So, let’s explore some powerful SaaS growth strategies.

Things to Consider Before Adopting New SaaS B2B Lead Generation Strategies

Whether you are just getting started with a SaaS lead generation strategy or already have one in order, it is important to focus on a few things before investing all your resources into a strategy. For instance—

Know Your Audience

Every lead generation strategy starts with knowing the audience. If you don’t have a clear vision of your targeted audience persona, you can’t drive maximum results from your lead generation strategy. So, first, figure out:
  • What does your potential lead look like based on — age, income, gender, and other demographic factors.
  • Where does your targeted audience hang out — Facebook, LinkedIn, or somewhere else.  
  • What do your leads like to search on your website or other websites? — You can use intent data to do so.

Sort Your Lead Generation Tools

Automation is necessary to implement modern B2B lead generation strategies. As a 2020 McKinsey report states that 90% of sales have gone online; thus, you need different tools to manage your digital leads today.
You should select lead generation tools that can help you capture, sort, and manage your leads in a single dashboard. Customer relationship management (CRM) software is the popular lead generation tool these days. But, you can explore other tools based on your preferred SaaS lead generation strategy.
For example, if you plan to use email marketing to generate leads, get marketing tools that can help you create email campaigns, personalize emails, etc.

Set Lead Qualification Criteria

You should set lead scoring parameters before moving forward with your SaaS lead generation process. This will help you identify qualified and non-qualified leads faster. It will save your time and resources when you target only qualified leads.
Lead qualification criteria for every business are different. For example, for SaaS businesses, the highest lead score is when someone subscribes for a free trial or visits your pricing page.
Besides this, you should give a score to every lead generation activity, like when someone visits your website, follows you on social media, and so on. Then, later on, using the lead score, you should nurture leads in your sales pipeline.

Blasting 7 SaaS B2B Lead Generation Strategies for 2023-

  1. Re-evaluate Your Pricing Structure
  2. Nurture Your Leads as You Mean It
  3. Optimize Your Website for SEO
  4. Improve User Experience
  5. Create an Industry-Specific Page
  6. Host Webinars
  7. Publish Product Reviews
The pandemic might have been a silver lining for SaaS businesses. But, the competition is not easy in the industry.
study has advocated that increased investment in the IT infrastructure, growth in internet penetration, and rise in data backup and security have given an edge to the SaaS market.
That means you have to sharpen up your SaaS lead generation strategies to drive desired outcomes in 2022. And here are these top 7 SaaS B2B lead generation strategies that can help you out:

Strategy #1. Re-evaluate Your Pricing Structure

Pricing is the most important SaaS lead generation factor for thriving in the competitive marketplace. Especially today, when most SaaS companies are using complex pricing structures to cater to every customer’s needs.
Therefore, you have to understand your SaaS service or product and customer requirements before designing a price structure.
For example, Gimmio, an email signature management software, offers pricing structures that increase per signature. They let people create one signature for free. But, for more, they have to pay based on every signature.
This pricing strategy is useful for SaaS companies that provide user-based services.
On the flip side, Grammarly, a grammar and plagiarism checker tool, offers two standard pricing plans with three billing options. The company has subscription plans as:
  • Monthly Subscription: $30 USD/month
  • Quarterly Subscription: $60 USD/three months
  • Annual Subscription: $144 USD/year
This pricing structure is perfect for encouraging users to buy long-term subscription services.
Here are a few pricing options that SaaS brands can try:
  • flat-rate model to charge one lump sum payment for your product or service without any feature variations.
  • Multiple tier pricing plans based on features, users, and subscription period.
  • Provide basic versions as a freemium and an option to go premium for advanced features.
  • tiered pricing plan where features decide the final rate.
  • Pay-per-user model where service is charged based on the number of accounts.
  • The pay-as-you-grow model is the most preferred by B2B brands as it allows them to add features or users as they grow.
  • one-time price is useful when you don’t plan to add any new features to your product.

Strategy #2. Nurture Your Leads as You Mean It

As we have already established, the SaaS marketplace is buzzing right now. So, you can’t rely upon telemarketing calls, cold emails, or simple content sharing techniques to nurture your leads in 2022.
To be honest, the SaaS competitive environment has raised B2B customers’ expectations.
People want to get wowed by the brands today.
Thus, you have to nurture your leads like you truly mean it. But how to do that?
Well, you have several options in the new digital landscape to nurture your leads, like:

Live chats

Almost 62% of online shoppers have stated that they would purchase more online if live support is available. Adding live chatbots on a website can motivate more buyers to shop from you. Live chats can help to nurture leads faster without much effort.

Content marketing

Yes, good old content marketing is always the best way to nurture leads. However, you have to go beyond simple blogs and provide downloadable whitepapers, ebooks, or other content material to stimulate your lead’s interest.

Social media marketing

It is no secret that social media marketing is the perfect platform to generate online leads. However, you can better nurture them in your sales pipeline after analyzing your potential leads interaction on social media platforms like comments, likes, followers, etc.

Account-based marketing

Account-based marketing is a robust SaaS lead nurturing strategy. This strategy can streamline your marketing and sales teams to target only high-value leads. It will generate better results and reduce your workload.

Strategy #3. Optimize Your Website for SEO

Search engine optimization is a simple yet powerful B2B lead generation strategy for SaaS businesses. According to Mike Sounder’s analysis, 26.4% of SaaS websites traffic comes from organic searches.
Traffic contribution Of SaaS Companies
Image Source - mikesonders
Thus, you should spend a decent time optimizing your whole website with different keywords. Here you should not only target keywords directly related to your product. You should also target similar-looking keywords that your targeted audience frequently searches for.
For example, if someone is looking for marketing tools, they might also like to know how to post on social media or what is the best way to post on LinkedIn.
So, based on your user’s intent and problems, you should target keywords and embed them on your website. For better understanding, check out Salesforce blogs.
Salesforce blogs
Image Source - salesforce
Salesforce might offer a CRM solution, but they cover vivid topics like how to improve sales, better connect with customers, etc.

Strategy #4. Improve User Experience

User experience is one of the vital core factors for SaaS businesses to generate high-quality leads. Without proper UX structure, you can’t capture leads online, period.
Thus, you should run a UX audit on your website or mobile application and look for UX problems to resolve them instantly.
Common UX issues that SaaS websites faces are:

Slow page load time

According to an Unbounce report, your conversion drops by 12% for every second your website takes to load. The shocking thing is that 81% of marketers are aware of this fact, but only 3% are making efforts to optimize website speed. So, don’t be like most of the marketing fraternity and improve your page load time today.

Add clear CTAs

Ensure to add a proper call to action button in all important pages like home page, pricing, sign-up, about us, etc.

Mobile-friendly website

It is important to optimize your website for mobile devices to impress users and search engines. Ensure that website layout and content are designed for small as well as big screens.

Strategy #5. Create an Industry-Specific Page

Most SaaS companies make a big blunder of not creating relevant pages for every target customer, especially if your SaaS product is suitable across a range of industries.
Search engines can’t rank your website on the right keywords unless you don’t specify who can benefit from your services or products. Plus, a dedicated industry page will help to illustrate benefits for each targeted customer and embed more keyphrases.
For example, ActiveCampaign is a complete marketing platform that serves different users. Therefore, they have bifurcated solutions by Need, Products, and Industry.
Industry specific page
Image Source - activecampaign
This bifurcation helps businesses to highlight problems and benefits that they can handle for each targeted customer. It is a simple B2B lead generation strategy to improve UX and optimize websites for SEO.

Strategy #6. Host Webinars

Webinars are the best SaaS lead generation tool for lead acquisition and conversion. It enables SaaS businesses to establish a direct connection with potential leads.
Webinars help build relationships, establish your niche authority and nurture genuine leads. You can demonstrate your software to leads during live webinars and gauge their reaction in real-time. You can also show your product, and convenience potential leads better via webinars.
Understanding the benefits of webinars, SurveyMonkey has added a dedicated webinar section on the website. This way, interested users can register for webinars and better understand the product before purchasing it.
apply webinars
Image Source - surveymonkey

Strategy #7. Publish Product Reviews

The final SaaS lead generation strategy that we would like to highlight is to publish product reviews. However, you can’t just publish random reviews on your website and expect results.
According to Oberlo, 62% of customers say they will not buy from brands that censor online reviews. That means you have to publish authentic and genuine reviews on your site.
To establish authenticity of reviews, you can practice these things:
  • Add user’s profile and social media links
  • Request third-party websites to review your site
  • Publish video reviews, etc.
Besides the on-site reviews, you should register your SaaS company or product to third-party review sites to get more authentic reviews and backlinks. For SaaS brands, Capterra, G2, and Trustpilot are popular review sites.
Social media channels are also an excellent way to get reviews. LinkedIn and Facebook have a dedicated option to write reviews and rank services.

Have You Chosen Your SaaS B2B Lead Generation Strategy for 2022!

So, SaaS business owners, we have listed down the best 7 B2B generation strategies that can help you grow in 2022. Be it a live chat or customer reviews, just select the right SaaS lead generation strategy that can benefit your business today.
However, we will also suggest implementing blended strategies and monitoring each strategy’s ROI. And accordingly, you should invest in the lead generation strategy that brings more qualified leads your way.
Now, let’s redefine your SaaS B2B lead generation strategy without any ado.
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Gaurav Roy

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