B2B SaaS Demand Generation: Here's What You Need To Know

August 22, 2023
Business Development

If you're in the B2B SaaS industry, you know how crucial it is to drive qualified traffic to your website and convert them into customers.

But are you making common mistakes in your demand generation strategy?

This article explains what you need to know about B2B SaaS demand generation.

We'll cover effective channels like Google Ads and LinkedIn Ads, the components of a scalable demand generation system, and the importance of demo requests and CRM databases.

Don't miss out on maximizing your sales opportunities – read on to learn more!

saas demand generation

The B2B SaaS Demand Generation Process

The B2B SaaS demand generation process involves driving qualified traffic to your website and converting anonymous traffic into known leads. It is crucial to any successful demand generation strategy for SaaS companies.

By effectively generating leads, you can increase awareness and interest in your SaaS product, ultimately boosting sales and revenue. Lead generation is the key focus of this process, as it allows you to capture valuable information from potential customers and nurture them through the sales cycle.

With a well-executed demand generation strategy, you can attract the right audience, engage them with compelling content, and convert them into loyal customers.

It is essential for SaaS companies to implement a robust demand generation process to achieve sustainable growth and stay competitive in the market.

Understanding B2B Demand Generation

Demand generation refers to the strategy of creating interest and revenue from businesses that align with the Perfect Customer Profile. This is commonly realized by following these steps:

  1. Attracting the right audience to the website or specific landing pages
  2. Transforming unidentified visitors into recognizable leads
  3. Nurturing these leads with informative content or product demonstrations until they're prepared to make a purchase
  4. Transitioning the potential sale into an actual customer
  5. Growing the customer base by offering more products or services

The team responsible for demand generation usually comprises:

  • Content Creation (responsible for webinars, articles, whitepapers, and other materials)
  • Content Marketing Strategy (handling the lead journey, lead evaluation, lead development, and marketing processes)
  • Online Marketing (overseeing advertising campaigns and email outreach)
  • Promotional Events (like seminars, exhibitions, and gatherings)
  • Creative Design (crafting visuals for ads, landing pages, and other promotional tools)

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Effective demand generation strategy

Common Mistakes in SaaS Demand Generation

Neglecting lead nurturing and follow-up can be a common mistake in SaaS demand generation. In the fast-paced world of B2B SaaS, it's easy to focus on generating as many leads as possible without giving enough attention to nurturing those leads and following up on their interests.

  • Overlooking Lead Nurturing:
  • In the dynamic B2B SaaS environment, there's a tendency to prioritize quantity of leads over quality.
  • Without proper nurturing, potential customers may be lost.
  • Inadequate Follow-Up:
  • Failing to follow up can result in missed business opportunities.
  • Demonstrates a lack of commitment to addressing lead interests.
  • Benefits of Effective Nurturing:
  • Engage leads with tailored content and demos.
  • Regular communication fosters relationships and guides leads through the purchasing process.
  • Importance of Follow-Up:
  • Shows leads they are valued.
  • Enhances the chances of transforming leads into dedicated customers.

SaaS businesses can optimize their demand generation outcomes by emphasizing lead nurturing and consistent follow-up.

However, this can lead to missed opportunities and potential customers slipping through the cracks. Effective lead nurturing involves engaging with leads through personalized content, demos, and regular communication to build relationships and guide them through the buyer's journey.

Following up on leads shows that you value their interest and are committed to addressing their needs. By prioritizing lead nurturing and follow-up in your SaaS demand generation strategy, you can increase the likelihood of converting leads into loyal customers.

social media, social, marketing

Effective B2B Demand Generation Channels

Lead nurturing and follow-up are crucial in B2B demand generation. It's important to understand that each prospect is unique and may require different touchpoints before purchasing. You can keep prospects engaged and move them down the sales funnel by implementing effective lead-nurturing strategies, such as personalized email campaigns and targeted content.

This increases the chances of converting them into paying customers and building long-term relationships. Remember, a well-executed lead nurturing campaign can make all the difference in driving demand and growing your business.

B2B demand generation channels are platforms or methods used to attract and engage potential business customers. Here are some effective B2B demand generation channels:

Content Marketing

  • Blogs: Regularly updated articles that provide value and address industry pain points.
  • Whitepapers and E-books: In-depth resources that offer solutions or insights into industry challenges.
  • Webinars: Online seminars or workshops that educate and engage potential clients.

Email Marketing

  • Newsletters: Periodic updates about company news, products, or industry trends.
  • Drip Campaigns: Automated series of emails sent based on user behavior or a set schedule.

Social Media

  • LinkedIn: A primary platform for B2B networking and content sharing.
  • Twitter: Useful for sharing industry news and engaging with other businesses.
  • Facebook & Instagram: While more B2C-focused, they can be effective for certain B2B industries, especially with targeted ads.

Search Engine Optimization (SEO)

  • Ensuring your website ranks high on search engines for relevant keywords to attract organic traffic.
  • Pay-Per-Click (PPC) Advertising:
  • Google Ads: Targeted ads that appear in search results.
  • LinkedIn Ads: Ads specifically tailored for a B2B audience on LinkedIn.

Trade Shows and Conferences

  • Physical or virtual events where businesses can showcase their products and network with potential clients.

Referral Programs

  • Encouraging satisfied clients or partners to refer new potential clients in exchange for rewards or incentives.

Account-Based Marketing (ABM)

  • Targeted marketing strategies aimed at engaging specific high-value accounts or businesses.

Retargeting Campaigns

  • Ads that target individuals who have previously visited your website or engaged with your content, reminding them of your offerings.

Affiliate Marketing

  • Collaborating with industry influencers or partners to promote your products or services in exchange for a commission on sales.

Direct Outreach

  • Cold calls or direct mail to potential clients are often aided by tools and platforms that help identify and reach out to potential leads.

By leveraging a combination of these channels, businesses can create a comprehensive B2B demand generation strategy that effectively attracts and engages potential clients.

Generating demand and marketing campaigns

Components of a Scalable Demand Generation System

Developing campaign themes and messages for each niche is essential to a scalable demand generation system for B2B companies. Tailoring your demand generation campaigns to specific niches to maximize your conversion rate and effectively reach your target audience is crucial.

By creating targeted messages and themes, you can engage potential customers and drive them toward taking the desired action. This approach lets you focus your demand generation efforts on the most relevant prospects, increasing the likelihood of success.

In the competitive landscape of SaaS marketing, customization and personalization are key to standing out and capturing the attention of your target audience. Investing in developing campaign themes and messages for each niche can create a solid foundation for your demand generation system and drive significant results.

Sales teams can use linkedin ads and a lead scoring system for demand generation programs.

Reasons for Underspending on Demand Generation in SaaS Companies

Here are some reasons for underspending to generate demand and lower customer acquisition cost.

Lack of Sales and Marketing Alignment

  • Misalignment Consequences: When sales and marketing teams aren't synchronized, it can lead to overlooked opportunities and a decline in overall efficiency.
  • Need for Collaboration: Both teams should collaborate to pinpoint target customers, craft persuasive messaging, and launch unified campaigns.
  • Result of Disconnection: Without this synergy, demand generation initiatives might be fragmented and less effective, leading to reduced spending.

Impact of Underspending

  • Missed Opportunities: A disjointed approach can result in potential clients slipping through the cracks.
  • Decreased ROI: Without adequate investment in demand generation, the return on investment can be significantly lower.

The Way Forward

  • Recognizing Importance: SaaS companies must understand the critical role of sales and marketing collaboration.
  • Enhanced Communication: By fostering open communication and ensuring alignment, SaaS businesses can sidestep underspending and amplify the success of their demand-generation strategies.
marketing automation can help drive traffic and generate leads

The Role of the B2B Demand Generation Diagram

To better understand your buyer's journey and gain a comprehensive overview of the demand generation process, visualize the B2B Demand Generation Diagram.

This diagram provides a high-level overview of the lead funnel, demand generation engine, lead scoring, and the relationship between marketing and sales in the SaaS demand gen space.

Visualizing this diagram shows how leads move through the various stages of the buyer's journey, from initial awareness to becoming a customer. It helps you understand the different marketing tactics that can be implemented at each stage to drive qualified traffic, convert leads, and ultimately close sales.

The B2B Demand Generation Diagram is a valuable tool for mapping out your demand generation strategy and optimizing your marketing efforts.

SaaS product, target market, revenue growth, marketing team

The Importance of Demo Requests in Demand Generation

If you want to drive predictable and scalable growth for your SaaS business, generating demo requests should be your key focus in the demand generation strategy. Demo requests represent the best Marketing Qualified Leads (MQLs) and drive brand awareness while attracting qualified leads.

As a SaaS company, it is important to prioritize demo requests as they are crucial in boosting your sales pipeline. By offering demos, you can engage and educate potential customers, showcasing the value of your product or service.

Demo requests also help retain and upsell existing customers, leading to long-term success. So, make sure to incorporate demo requests as a core component of your demand generation efforts to drive the desired results for your SaaS business.

SaaS demand generation

The Power of CRM Databases in Demand Generation

The CRM database is a fundamental layer of the demand gen engine, storing valuable data about prospects and customers. It plays a crucial role in the success of your SaaS demand generation strategies.

By keeping track of customer interactions, preferences, and behaviors, the CRM database enables you to create personalized and targeted campaigns that resonate with your audience. It helps you understand the customer lifetime value and allows you to segment your database for more effective demand generation.

With the power of CRM databases in demand generation, you can track the effectiveness of your marketing efforts, measure ROI, and optimize your campaigns for better results.

SaaS demand generation, lead generation, demand generation campaigns

How the Sales Cycle and Customer Experience Impact Demand Generation

After the Demo Request, your goal is to book a meeting. Your sales team leads the Sales Cycle. This phase is crucial in impacting your demand generation efforts in the B2B SaaS industry.

How you handle the sales cycle and the customer experience can significantly impact your overall demand generation strategy. Ensuring that your sales team is well-equipped to handle the sales process effectively and provide a positive customer experience is important.

This includes supporting your Account Executives with sales enablement programs and creating a positive experience for word-of-mouth referrals.

Additionally, customer marketing activities such as events and communities, as well as lifecycle emails and product copy, play a role in shaping the customer experience and driving demand generation.

Marketing tools, paid advertising, build brand awareness, saas demand generation


B2B SaaS demand generation is crucial for driving qualified traffic, converting leads, and ultimately acquiring customers.

By avoiding common mistakes and focusing on lead nurturing and follow-up, you can maximize the effectiveness of your demand generation efforts.

Utilizing various channels such as Google Ads, LinkedIn Ads, and email marketing can help you effectively reach your target audience.

With a scalable demand generation system, specific niches can be targeted, campaign goals can be set, and budgets can be allocated accordingly.

Don't underestimate the power of demo requests and the importance of a CRM database in driving demand.

Finally, remember that the sales cycle and customer experience play a significant role in the success of your demand generation strategy.

In today's competitive market, unlocking the potential of outsourced sales development can be the edge your business needs. Start winning more deals, expand your reach, and let the experts handle the intricacies. Contact Key Outreach for all your outsourced sales solutions and watch your business thrive.

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