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SaaS Demand Generation Best Practices 2023
Every software-as-a-service firm must build a formal, repeatable, and scalable plan for generating demand for their services. Lead generation is the time-proven method service firms need to create revenue opportunities and show their capabilities to potential clients. Performed correctly, demand generation not only delivers impressive return on marketing investment but also enables exponential growth by freeing cashflow for additional marketing activities.
Here’s how to get started on a demand-generation campaign for your Saas company
- Focus on personalization: Personalization should be at the forefront of your demand generation strategy. Segment your audience based on factors such as job title, industry, and pain points, and tailor your messaging and content to each segment.
- Invest in content marketing: Content marketing should be a key component of your demand generation strategy. Create high-quality blog posts, ebooks, case studies, webinars, and other content that provides value to your target audience and helps establish your company as a thought leader in your industry.
- Leverage social media: Social media can be a powerful tool for generating demand for your SaaS product. Utilize platforms such as LinkedIn, Twitter, and Facebook to reach your target audience and engage with them in a meaningful way.
- Utilize data-driven approaches: Utilize data to drive your demand generation efforts. Analyze your audience's behavior and use this information to create targeted campaigns that speak to their specific needs and pain points.
- Utilize account-based marketing (ABM): ABM is a highly targeted, data-driven approach that focuses on the specific accounts and individuals that are most likely to become customers. Utilize ABM to build a more personalized and effective demand generation strategy.
- Partner with influencers: Partner with influencers and thought leaders in your industry to increase your reach and build trust with your target audience.
- Utilize inbound marketing: Inbound marketing is a demand generation strategy that focuses on attracting and converting prospects through valuable content and experiences. Utilize inbound marketing to build a strong and engaged community around your brand.
- Measure and optimize: Finally, measure the success of your demand generation efforts and continually optimize your strategy based on the data and insights you collect.
By following these best practices, SaaS companies can effectively generate demand for their products and drive growth in 2023 and beyond.
Julie Edgett, Founder and Growth Leader
She is passionate about partnering with innovators and status quo challengers to drive market share growth for B2B SaaS and technology services firms. From her time in dot com portfolio companies to today, she thrives on crafting, running and optimizing novel growth strategies for her clients so they become “must have’s” instead of “nice to know about’s.” When she’s not dreaming up new ideas for clients, she enjoys hanging out with her husband and two teenage boys on the lake.