B2B SaaS companies simply do not have the same luxury of choice as other industries when it comes to SaaS lead generation strategies. This is because of the way that B2B SaaS buyers do their research and find credible solutions. B2B SaaS leads find new products and solutions in four main ways:
B2B SaaS buyers are completing a large portion of the buying process before they even engage a vendor. How are they doing this? Through research by organic search. There are three stages in the Buyer’s Journey.
In the awareness stage, a buyer is trying to determine exactly what their problem is. How are they doing that? By talking about it. By searching for it online. In the Awareness stage, when they’re searching, they are probably being introduced to a lot of different brands and review sites as well. When an organization invests in SEO as one of their B2B lead generation tools, they are able to hook these prospects very early in the buyer’s journey and court them all the way down the buyer’s funnel. However, there are SEO keywords that can be targeted as part of a SaaS B2B marketing strategy at every stage of the buyer’s journey.
This is important to do because of all the four ways that prospective buyers do their research when it comes to finding solutions to their problems; only one of those channels is owned by the brand. While review sites can, at times, operate as lead generation sites, B2B SaaS companies can’t control word of mouth, referrals, or reviews. They can, however, target keywords that may outrank review sites or lead prospects to their solutions instead. SEO is one of the strongest SaaS marketing tools at the industry’s disposal.
Because B2B lead generation has to be so specific, many organizations look to a SaaS lead generation company to help them solve their funnel issues and strengthen revenue. One of the benefits as a B2B SaaS organization seeking out another B2B SaaS partner is that this vendor will be well-versed in lead generation for software companies. This is because the vendor likely faced many of the same challenges and will be better equipped to share strategies to overcome them. Demandwell is one of the best lead generation software on the market, built specifically for B2B SaaS lead generation.
Demandwell has a few features and functionalities that set it apart as a lead generation software. The key functionalities that Demandwell is built around are our SEO Campaigns, Growth Reporting, Content Production, and SEO Health Audits. Some of the features created to serve these purposes are the Keyword Coach and the Brief Builder.
The Keyword Coach is one of the strongest lead generation tools, as it handles and automates all things keyword-related. The Keyword Coach can identify a keyword’s life cycle, its average rank, the search volume, relevance, and priority for your organization. Demandwell’s Keyword Coach prioritizes keywords based on the demand that keywords can generate for your business rather than focusing on metrics like rank and search volume. It’s easier to achieve results and meet goals when writing for well-performing keywords instead of fighting over highly-competitive keyword ranks.
The Brief Builder is Demandwell’s tool for creating an SEO SaaS marketing strategy template. The Brief Builder automatically generates a content template for B2B lead generation blogs filled with keywords, headers, sections, and suggested word counts. Thanks to Demandwell’s production workflow, you can create briefs, assign writers, manage content contributors, and analyze written content, all within the same application. This frees up your SaaS marketing staff to focus on more important tasks like messaging and positioning.
SEO can play a vital part in any SaaS marketing strategy example. With the reduction of third-party cookies already happening, content marketing and organic search are going to be more important than ever. When it comes to SEO, there are two types of content that should fit into your content marketing strategy.
Brand content or quality content is one that doesn’t focus on the inclusion of keywords or hooking new prospects from organic search. Quality content is about your brand’s heart and soul. Quality/brand content is about your organization’s mission and values. This kind of content serves to delight the audience you already have rather than attract a new one.
Performance or demand content, on the other hand, is all about generating leads and creating demand. Performance content is heavy on keyword usage, and while it should still be readable, useful, and helpful to your audience, they may never actually read it directly. Why is that? Many performance SEO pieces are embedded into other web pages so that the page is found and ranked on search engine results pages, but the content a viewer sees is more solution-forward and user-friendly instead of keyword ramblings.
Both types of SEO play an essential role in any content marketing strategy and in improving a brand’s image and revenue.