B2B Lead Generation Strategies for SaaS That Work in 2020

B2B Lead Generation Strategies for SaaS That Work in 2020

B2B Lead Generation Strategies for SaaS That Work in 2020


According to HubSpot, the top priority for marketers in 2020 is generating leads.

SaaS businesses are no exception; they’re interested in getting as many leads as possible. But how exactly can they do that?

We at Kraftblick believe that a more strategic approach to lead generation can help achieve better results. And that opinion is confirmed in practice.

In a Leedfeeder article offering expert forecasts for 2020, Daniel Abraham, founder & director of business development at Mogul, describes one interesting case:

“Over the past 7 weeks we have been working with a North American SaaS startup to help them transition to a more strategic approach, and they have increased lead volume from 14 to 75 per month, increased close rate by 17%, shortened their sales cycle by 3 weeks and increased total revenue by 800%.”

In this article, we will suggest some effective strategies and tactics that will help you get as many quality leads as possible.

1. Doing Competitor Research

If you don’t keep an eye on your competitors, you may miss a lot of valuable info.

Here’s what to do if you are not doing so already:

Target Competitors’ Keywords

Certain software can help you understand which keywords your competitors are using. You can use these keywords later to make your marketing efforts more effective.

For instance, you may use Ahrefs or its alternatives.

First, use keywords to optimize your own site and make it higher in Google search results. Second, use those keywords to come up with topics for your blog.

Study sites of several of your competitors to get the “hottest” keywords.

Create an Excel table with a separate sheet for each of your competitors.

Add all the keywords you could find in this document and delete all duplicates. That will help you distinguish the most effective keywords and use them for your own purposes.

Target Competitors’ Brand Names

Another interesting tactic that doesn’t require much effort is using your competitor’s brand name to create keywords for PPC advertising.

For example, if you use keywords like “alternative to [competitor’s brand]”, you can lure your competitors’ potential customers.

– Analyze Competitors’ Backlinks

Software such as Majestic SEO or Ahrefs can help you check the backlink profiles of your competitors.

After you find out which sites link to your competitor’s sites, create a list of these sites. Later, you can contact their owners and persuade them to link to your site.

Over time, Google will consider your site more authoritative and will raise it in the search results, which will help you get more traffic and leads.

Want to learn more about valuable data you can derive by studying your competitors (with practical tips on how to use it)?

Read the first part of our guide, “How to Create a Digital Marketing Strategy for a SaaS Company to Get Leads, Not Pain.”

2. Improving Email Marketing

Though email marketing is an old, well-known strategy, it still works, so it makes no sense to abandon it.

But there are ways to make your email strategy more effective and practical. Here are a couple of tips:

– Find The Most Relevant People to Email

Narrowing your focus to the most likely prospects will raise the chance that your emails are read and that recipients follow up with the desired actions.

For instance, try such tools as Hunter.io or its alternatives. You can simply install a Chrome extension that will give you the addresses of potential customers when you visit each site you are interested in.

Once you’ve compiled a database of emails, you can use these addresses in your marketing campaign.

– Send Old Blog Posts to New Prospects

This is a great way to use old content while attracting a new audience.

For example, your site may have many old articles that have been included in your newsletter.

You could try to update these articles and repost them on the site.

But there’s a chance Google will decide you are duplicating content and reduce the usefulness of your site, which will also reduce its ranking in the search results.

It’s much better to recycle old articles in a different way.

Include these texts in a newsletter for new prospects, giving this material a second life and drawing new leads at the same time.

– Automate Email Marketing

Automation is a trend that is hard to miss, and for good reason. Automation allows businesses to make many processes more effective and less costly.

Automating your email marketing provides several benefits.

Implementing a good automation solution allows you to reduce staffing costs, increase average deal size, and, more important, boost the number of leads.

Depending on the actions of your potential client, the system may send him or her targeted messages that will turn your prospect into a lead.

You can also determine your most promising prospects and focus your efforts on them.

With the right approach, an automated system will generate leads for you day and night, seven days a week.

3. Getting On Listings and Directories

It’s important that your product is as visible as possible to potential customers (links to your site will also come in handy).

Two simple things will help make your product more popular and garner leads.

First, find on the net all the popular articles that list and recommend products similar to your product.

After that, contact the owners of the blogs and make sure they include your product in their articles. That will help popularize your product, and you will get some useful backlinks.

Second, find all relevant directories and add your product to these sites. Each site has its own rules for placement and you have to comply with them to create a profile, but the result is worth the effort.

Resources such as Capterra, GetApp, Software Advice, and others will help you get traffic and leads.

In addition to all of the above, directories offer one more advantage. In profiles of your product, you can accumulate positive user reviews.

Potential customers will be assured that your product is really good, and your SaaS tool will be able to go higher on the list in a particular directory.

4. Answering Questions On Quora

Quora is a very popular question-and-answer website that has millions of visitors per year. It may also help you promote your SaaS product and get leads.

All you need to do is find relevant user questions, give detailed and useful answers, and mention your product.

For example, if startups are your target audience, you can answer this or a similar question.

Once your answer passes moderation, it will be published, and hundreds, if not thousands, of people may become interested in your product.

5. Building a Mobile App

Today, mobile devices are a powerful source of traffic, so you shouldn’t neglect them. That is why you should develop a corporate mobile app (unless of course you already have one).

For example, if your SaaS tool is presented only in the desktop version, you can make a mobile version and get an additional source of leads.

Or you can create an application that is not directly related to your main software (for example, some kind of free converter or calculator), and use it to attract leads.

6. Investing In Paid Advertising

If you have the resources, paid advertising can often be much more effective in generating leads than relying on free approaches.

On the other hand, investing in paid advertising requires skills and knowledge, so you can’t do it without the help of experts.

With the right approach, services such as Google Ads, Facebook Ads, and LinkedIn Ads can bring you scores or even hundreds of leads.

Nevertheless, be prepared for the need to experiment a lot and spend serious money to achieve a tangible result.


Most B2B businesses (SaaS companies are no exception) want to get as many quality leads as possible. For many companies’ marketing departments, this is the number one task.

To receive a large number of high-quality leads, you can use some proven strategies and tactics that work well in 2020.

Here are some of them:

  • Do competitor research
  • Improve email marketing
  • Get on listings and directories
  • Answer questions on Quora
  • Build a mobile app
  • Invest in paid advertising

What strategies for SaaS businesses do you consider most effective in terms of lead generation?

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About Author

Irina is a co-founder at Kraftblick. She is an expert in marketing strategy & implementation for midsize and enterprise software companies.