4 Essential B2B Lead Nurturing Strategies for SaaS Companies

Today, companies have started focusing on improving lead nurturing strategies after realizing that it is much cheaper to nurture an existing lead than to acquire new ones. In fact 67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing. Why should companies in the SaaS space hold back from generating revenue through the same B2B SaaS marketing channels?

Effective lead nurturing strategies can help SaaS companies increase overall conversion rates and demo-sign ups, and in turn help them get the most juice out of their SaaS lead generation. An important statistic to keep in mind while using the right lead nurturing strategies and running a lead nurturing campaign is that 79% of marketing leads do not convert into sales due to poor lead nurturing.

Best Lead Nurturing Strategies Companies Must Follow

While most companies today are looking to adopt the right lead nurturing strategies to stay at the top of the competition, here are a few to help you get started -

#1. Define a strong value proposition

This is the first step of effective lead generation and conversion while marketing your SaaS application. Make sure that you keep things simple and explain what your software has to offer. This means telling your target audience exactly what you do, who you serve, and how you do that in a short and crisp way. This helps the B2B customer understand more about your SaaS company, where to start from and what to expect.

#2. Build an effective content marketing strategy

Fig 1. Building the right content strategy

“Using a lead nurturing strategy with targeted content marketing produce an increase in sales opportunities of more than 20%.”

-Hubspot

After the first step of establishing a solid value proposition, next comes in line building an effective content marketing strategy.

It is vital for you to fully understand your target audience in this step because a vague or generalized view of your customer's demands would give your content teams less information to work with. Understanding your customer's needs and mindsets at each stage of the sales funnel can give you a chance to generate targeted content for effective lead generation.

For instance, a new B2B lead that you've acquired has recently realized that their employees require resources for creating the same content assets multiple times. Their ineffective content management is resulting in a haphazard management as all content assets stored in different places. This would be the exact time for you to introduce a centralized content library via a demo video for faster progression from lead generation to conversion.

#3. Use marketing automation for lead scoring

B2B companies today are actively looking for customer intent data and other such customer behavior on digital platforms to effectively gauge their interests and intent. This helps them develop a better lead generation strategy for their SaaS marketing.

Assign scores to your B2B customer as per their interaction with your brand. Study customer behavior over emails, websites, and other omnichannel marketing channels for accurate analysis. Use techniques like progressive profiling to get to know your customer better by having him fill a form online or answer a few questions.



Fig 2. How ComScore draws out customer data for effective lead nurturing

#4. Use lead enrichment services

With your sales teams handling and managing bulks of customer data daily, it isn’t a shocker if they miss out on some essential data. To supplement this, you need to use lead enrichment services that help in verifying, correcting, and including additional information to a lead to enhance your data.

While this used to be done manually by sales reps earlier, a marketing automation application coupled with customer relationship management software can give you a single view of the customer across omnichannel experiences.

On the whole, lead enrichment helps your sales team ensure its data is complete, of high quality, and up-to-date. Effective lead enrichment services help you derive essential insights from the customer’s interaction with the brand, giving you an overview of which lead you must invest more into. For this, applications like Similarweb have a dedicated enriching tool that automatically fills customer information directly into your CRM, like Salesforce.

Leverage B2B Lead Nurturing Tactics

B2B companies must adopt the right lead nurturing tactics to stay at the top of the competition in today's rapidly growing B2B SaaS market. For this, they must go the extra mile to adopt different marketing strategies aiming at the right buyer persona through various channels like social media and inbound marketing. Other than the tips mentioned above, here are a few more to help you build effective B2B lead nurturing strategies -

• Use targeted content marketing: Come up with effective, engaging content to relate to your target audience better. Develop targeted content strategies for customers at different levels of the sales funnel.
• Omnichannel lead nurturing: Introduce powerful lead nurturing tactics across multiple channels to derive insightful customer data for a single customer view. This would help you in better lead scoring and lead enhancement.
• Timely follow-ups: Build the right follow-up strategies to promptly keep in touch and interact with your qualified lead. This helps increase engagement, keep them interested, helping you create a lasting impact.
• Engage with personalized content: Personalize your emails and all lead nurturing tactics like SMS marketing and social media marketing to promote customer retention.
• Align sales and marketing teams: Work towards aligning sales and marketing teams to improve SaaS lead nurturing and boost customer retention.



For more information on implementing the right lead nurturing strategies and increasing marketing and B2B sales ROI, you can connect with our Digital Marketing experts at marketing@altudo.co and have a more detailed discussion.