B2B SaaS Demand Generation: How to Attract, Convert, and Keep Happy Customers

In 2024, the real challenge for SaaS demand generation is attracting decision-makers who are interested and ready to take action. Market saturation is at an all-time high, so if you’re still using old tactics, you’re probably not seeing any positive outcomes for your bottom line.

You need to throw out the old and begin with the new by embracing adaptive, data-driven demand generation strategies. Research shows that lead generation is the third most important metric for measuring content marketing strategy effectiveness.

When you’re done with this guide, you’ll be equipped with the knowledge to:

1. Build successful demand generation strategies that align with today’s buyer behaviours
2. Identify and use the most effective channels for reaching high-intent prospects
3. Optimise your campaigns using data and analytics to drive better results
4. Implement tactics for lead generation and convert them into loyal customers

Let’s start by looking at why getting B2B SaaS demand gen right is even more critical than ever.

B2B SaaS demand generation: Why it’s essential to get it right in 2024

Traditional demand generation involved broad outreach tactics like cold emailing and mass advertising. Companies used to cast a wide net hoping to catch the right customer, but this doesn’t attract the most qualified leads – and the conversion rates often reflected that.

Today, your SaaS business has to execute strategies precisely and get the timing right – reaching the right people with the right message exactly when needed. You need to tailor solutions for your target audience’s specific problems. This is what your business needs to ensure you’re not invisible in a crowded market. 

But exactly why is this crucial for your revenue growth? 

How successful B2B SaaS demand generation drives revenue growth

It’s not about a full sales pipeline; it’s about building a reliable engine that drives consistent revenue growth. Here’s how to ensure that every lead has the potential to convert into a paying customer:

Build a predictable pipeline

Relying on a high volume of leads, regardless of quality, is no longer effective. Modern demand gen is about creating a predictable pipeline where each lead is nurtured with targeted content and personalised engagement. 

Data-driven insights help you identify which prospects are most likely to convert so you can focus your efforts where they matter. You’ll see an increase in conversion rates and a shorter sales cycle, allowing you to close deals faster.

Reduce customer acquisition costs (CAC)

Traditional outbound methods like cold calling are expensive and often yield low returns. For demand generation for startups, switch to inbound tactics like content marketing, search engine optimisation, and social media. You’ll notice this reduces CAC and improves return on investment (ROI), making your marketing efforts more cost-effective.

Increasing customer lifetime value (LTV)

Demand generation doesn’t stop when a prospect becomes a customer. Successful demand generation for SaaS companies involves nurturing relationships post-sale so customers see ongoing value in their product or service. By encouraging repeat purchases, upsells, and renewals, you’ll increase the customer lifetime value. 

The mindset shift from one-time transactions to long-term relationships is crucial in demand gen B2B strategies, helping you maximise the revenue generated per customer over time.

Automate processes for efficient scaling

Scalability is another major benefit of modern demand generation strategies. Partnering with a SaaS demand generation consultant can help you implement the right marketing automation tools, automated email campaigns, lead scoring, and customer segmentation. That way, you won’t get overwhelmed and can manage large lead volumes with a personalised approach. 

This efficient approach ensures your demand gen efforts grow with your business. 

Use data for strategic decision-making

Data is the core of successful demand generation. Analysing your campaigns and understanding what works can drive informed decisions that optimise your marketing strategy. This includes everything from refining your target audience to adjusting your messaging based on real-time feedback.

When you continuously improve your efforts through data-driven demand gen, you’ll always be a step closer to your revenue targets.

Now that you know how demand generation for SaaS can directly boost your revenue, the next step is understanding the exact process of turning prospects into loyal customers. 

This is where the SaaS demand generation funnel comes into play.

Understanding the SaaS demand generation funnel

You know that B2B buyer journeys aren’t always linear, and buyers move back and forth between stages as they gather information and evaluate options. However, the funnel remains a useful framework for guiding your prospects on their buying journey. 

Here’s a breakdown of the key stages and how to optimise each one while keeping in mind the fluidity of the journey:

Awareness stage

Objective

Awareness-building and attracting prospective customer’s attention

Key tactics

• Create valuable content like blog posts, whitepapers, or social media updates.

• Focus on high-quality SEO so your content can be found by those actively seeking solutions.

• Address specific pain points of your ideal customer.

Why this stage matters

Without a strong awareness stage, your brand is invisible. Competitors who invest in awareness will be ahead of you, capturing the attention of prospects first. You’ll be playing catch-up in an already crowded market.

Consideration stage

Objective

Nurture interest and move prospects closer to a purchasing decision

Key tactics

• Provide in-depth content like case studies, webinars, or product comparisons.

• Personalise messaging based on CRM insights to resonate with your prospective customers’ needs.

• Use tailored content to highlight the benefits of your product or service.

Why this stage matters

Skipping the consideration stage in your strategy means losing potential customers who are interested but not yet convinced. When you don’t nurture these prospects, they’ll abandon their journey with your brand and turn to competitors who offer the information and reassurance they need.

Decision stage

Objective

Convert prospects into paying customers

Key tactics

• Offer clear calls to action (CTAs) with free demos, trials, or consultations.

• Align sales and marketing teams to ensure a seamless customer experience.

• Remove any last barriers to conversion with detailed product information and personalised offers.

Why this stage matters

Failing to provide strong CTAs or a seamless decision-making experience can cause hesitation and cost you the sale. If you don’t give your prospects guidance on the steps they should take next, they will feel uncertain or overwhelmed, leading them to delay their purchase or choose one of your competitors.

Post-purchase and retention

Objective

Retain customers and encourage repeat business

Key tactics

• Provide ongoing support or educational content to keep customers engaged.

• Identify up or cross-selling opportunities to increase customer lifetime value.

• Foster strong relationships to turn customers into brand advocates and drive referrals. 

Why this stage matters

In the first quarter of 2024, SaaS companies saw monthly churn rates of about 3.5%. This translates into replacing almost half of your customer base each year! 

Continuing to focus on your customers after they’ve signed the contract will keep you from spending resources on new customer acquisition and help maintain current revenue levels.

This overview should have motivated you to monitor the funnel and buyer’s journey. Now it’s time to help you effectively reach and engage your prospects across multiple channels with messaging that resonates wherever your audience is.

Multi-channel demand generation: Reaching prospects across the buyer journey

Relying on a single channel to reach your prospects, especially in early-stage SaaS demand generation, is like trying to fill a bucket with just one drop of water. It will take you forever to get anywhere. 

Key channels to prioritise in 2024

A multi-channel approach is vital for engaging potential customers at every journey stage. Using multiple touchpoints ensures that your target audience sees and hears your message, increasing the chances of conversion.

Here’s our step-by-step guide to implementing a successful multi-channel demand strategy:

Step 1: Establish a solid organic search and SEO foundation

You’ll want to attract high-intent prospects actively searching for solutions. A partner like SaaStorm can help you develop and implement a strategy that drives your organic traffic and improves your SERP ranking.

How to execute the strategy: 

• Optimise your website and content for relevant keywords that align with your audience’s pain points. A solid B2B SaaS SEO strategy ensures your content ranks highly.

• Ensure technical SEO is in place, including fast loading times and mobile optimisation.

• Regularly update your content to maintain and improve search rankings.

Step 2: Amplify your reach with paid media (PPC, social ads)

Paid campaigns, like LinkedIn ads, can target specific personas so your message reaches the right people at the right time.

How to execute the strategy:

• Identify target personas and accounts

• Create tailored ad campaigns on LinkedIn and Google Ads.

• Experiment with various formats (e.g., video, carousel ads) to see what resonates best.

• Monitor and adjust campaigns regularly to optimise for better ROI.

Step 3: Build thought leadership through social media marketing

Social media is essential for building brand awareness and engaging directly with your target audience.

How to execute the strategy:

• Focus on platforms where your audience is most active. LinkedIn or X (Twitter) might be two solid options, but don’t neglect places like Reddit or closed Slack communities focused on your target industries. These platforms are crucial for effective B2B SaaS content marketing.

• Combine organic posts with paid social ads for broader reach.

• Engage with your audience by responding to comments, participating in relevant discussions, and sharing valuable content.

Step 4: Nurture leads with email marketing and campaigns

Email marketing lets you guide your prospects through the funnel with personalised, relevant content. Effective B2B SaaS content writing is crucial for crafting messages that resonate with your audience.

How to execute the strategy:

• Segment your email lists based on behaviour and buyer journey stage.

• Use automated email sequences to send timely, personalised content.

• Regularly test and optimise subject lines, content, and calls to action for better engagement.

Step 5: Engage prospects with webinars and virtual events

Webinars provide a platform to demonstrate expertise and engage high-intent leads.

How to execute the strategy:

• Host webinars that address your audience’s key challenges.

• Promote events across multiple channels, including social media and email.

• Follow up with attendees post-event to provide additional resources and move them closer to a decision.

Step 6: Expand Your Reach with Content Syndication and Partnerships

Content syndication lets you reach new audiences and generate leads from third-party platforms.

How to execute the strategy:

• Partner with industry publications and influencers to share your content.

• Use syndication networks to distribute your articles and whitepapers.

• Track performance to see which partnerships drive the most engagement and adjust your strategy accordingly.

You have the steps to prioritise your multi-channel demand generation strategy. Now, you have to make these efforts work together by creating an integrated campaign strategy. 

Here’s how to connect all your channels, ensuring a consistent message that aligns with your buyer’s journey and keeps your brand top-of-mind. 

Creating an integrated campaign strategy

You won’t see success just by using various channels – they need to work well together. Consistency across your marketing efforts is critical so your prospects get a consistent message no matter where they encounter your brand.

Here’s how to build an integrated campaign strategy that drives results:

1. Align messaging with the buyer’s journey

Each stage requires different messaging for the journey through the funnel to be effective for both you and your prospective customer. 

• The awareness stage should educate and build brand recognition.

• The consideration stage should focus on showing value and giving detailed information.

• The decision stage should focus on messaging that addresses any final objections and pushes prospects towards a sale. 

When you master consistent messaging across all channels, you’ll help guide your prospects smoothly through the funnel.

2. Ensure visual and tonal consistency

Using different eye-catching colours or typefaces on each channel may seem like a great idea, but it’s not. Your brand’s voice, style, and visual identity should be consistent on every platform you’re on. 

Whether a prospect views your social media ad, email, or blog post, they should immediately associate it with your brand. You’re aiming to build trust and reinforce your brand in their minds, not confuse them.

3. Use retargeting to stay top-of-mind

Don’t allow prospects to forget about you after interacting with your brand. By serving targeted ads to users who have visited your site or engaged with your content, you can remind them of your offerings and budget them down the funnel.

Retargeting can be especially effective in the consideration and decision stages, giving prospects that little extra push to convert.

4. Coordinate cross-channel campaigns

Don’t create channel silos. Have them support each other. Let’s say a prospect learns about your brand through an SEO-optimized blog post, sees a related LinkedIn ad, and receives a targeted email to encourage a webinar sign-up.

Each touchpoint needs to be coordinated to mesh with the others to create a cohesive brand experience that moves prospects toward conversion.

5. Stay consistent with automation

Many marketing automation tools, such as Hubspot or Mailchimp, can help with email sequences or ad placements by keeping your messaging and timing consistent. When you use them to automate those repetitive tasks, you can focus your resources on strategy and optimisation.

After setting up your integrated campaign strategy, the next step is to track and optimise your multi-channel performance. The goal is to maximise ROI and make data-driven adjustments to your strategy.

How to track and optimise multi-channel performance

You can’t deploy campaigns across various platforms and just hope to win at multi-channel demand generation. 

Here are five ways to ensure your multi-channel strategy is delivering the results you need:

• Use attribution models
• Use your CRM systems
• Incorporate marketing automation
• Regularly analyse performance data
• Use A/B testing for continuous improvement

1. Use attribution models

• Understanding impact

Attribution models help you see the channels and touchpoints contributing most to conversions. Whether you’re focusing on the first interaction (a first-touch model) or all interactions (a multi-touch model), these insights help decipher the customer journey better and optimise resource allocation.

• Practical application

In the “4. Coordinate cross-channel campaigns” section, we discussed how a prospect might find your blog post, be shown an ad, and then be part of an email campaign. A multi-touch attribution model allows you to trace this journey in detail. 

These insights are crucial for optimising your marketing efforts, so you’re not wasting resources and focus on channels that drive the most impact.

2. Use your CRM systems

• Comprehensive tracking

Salesforce or HubSpot allows you to track interactions with prospects across all channels. With a bird’ s-eye view of your customer journey, you can identify the strategies driving conversions and where your approach might have gaps.

• Data-driven insights

Spot patterns like which content formats or communication methods lead to higher engagement, and adjust your campaigns accordingly.

3. Incorporate marketing automation

• Streamlined processes

Marketing automation platforms like Marketo help maintain consistency and provide detailed analytics on campaign performance. You can set up triggers and workflows that respond to real-time user behaviour, so your messaging remains relevant and timely.

• Continuous optimisation

With the insights from these tools, tweak subject lines, adjust targeting, or change the timing of campaigns based on what the data shows as most effective.

4. Regularly analyse performance data

• Continuous analysis

Monitoring each channel’s performance is crucial. Set up regular reporting to review key metrics like click-through rates (CTR), conversion rates, and customer acquisition costs (CAC).

Use tools like Google Analytics and the analytics features in your CRM and automation platforms to get the data you need. 

• Making adjustments

When you notice specific channels underperforming, check why and adjust as needed. This could involve reallocating the budget to higher-performing channels, experimenting with new content formats, or refining your audience segmentation.

5. Use A/B testing for continuous improvement

• Test variations

A/B testing gives you room to experiment with different versions of your content, emails, or ads to see which performs better. When you systematically test variations, you can optimise your campaigns gradually based on the data.

You can turn good campaigns into great ones when you track and optimise your multi-channel performance to drive more significant results and a higher ROI.

You’ve now built a robust multi-channel demand gen strategy, so let’s shift focus to a more targeted approach: Account-Based Marketing (ABM). 

Account-based marketing (ABM) for high-impact demand generation

Unlike traditional demand generation that casts a wide net to attract leads, ABM identifies and engages specific high-value accounts that are most likely to become long-term customers. 

Here’s how to effectively implement ABM:

Target the right accounts with segmentation

Why it matters

The right accounts are typically those businesses that fit your ideal customer profile (ICP) and have the potential for high lifetime value (LTV). 

How to segment:

• Use data analytics and CRM tools to find accounts that align with your ICP.

• Segment the based on factors like industry, company size, and previous engagement with your brand.

• Prioritise accounts based on their potential value and how engaged with your solutions they are.

Personalisation at scale

Why it matters

ABM’s heart is personalisation. Tailoring your messaging and content to each target account’s specific needs and pain points can significantly increase engagement and conversion rates.

How to personalise:

• Tailor email campaigns, case studies, or targeted ads to address the challenges faced by each account. 

• As you expand your AMB efforts, use marketing automation tools to deliver personalised experiences at scale so each account is catered to.

• Dynamic content (content that changes based on the visitor’s account) provides a personalised experience from the first interaction.

Multi-channel engagement for high-value accounts

Why it matters

For ABM, you need a coordinated, multi-channel approach to get your message out to target accounts wherever they are.

How to deploy your strategy:

• To create a “surround-sound” effect, combine direct mail, personalised emails, and targeted ads so your brand stays relevant for your target accounts.

• Employ personalised outreach and share content on LinkedIn to engage with key decision-makers. 

• Position your brand as a trusted advisor by hosting exclusive webinars or virtual events customised to the interests of your high-value accounts.

Sales and marketing alignment

Why it matters

To get ABM right, your sales and marketing teams must collaborate closely. Both teams should work together to identify target accounts, develop personalised strategies, and nurture those accounts through the sales cycle.

How to collaborate:

• Share insights and refine targeting strategies by establishing regular meetings. 

• Create shared goals and metrics that both teams are accountable for. These can include the number of qualified accounts engaged or the revenue generated from ABM efforts.

• To ensure both teams have visibility into the account’s journey, use a shared CRM platform to track interactions with target accounts.

Measuring ABM success

Why it matters

If you want to optimise your strategy and demonstrate ROI, you need to measure the effectiveness of your ABM efforts.

How to measure ABM success:

• Track metrics like account engagement, pipeline velocity, and deal size to gauge the impact of your ABM campaigns.

• Use attribution models to discover the channels and tactics most effective for moving target accounts through the sales funnel.

• Check performance data to regularly review and adjust your ABM strategy to continuously improve and maximise your impact.

When you implement ABM, B2B SaaS companies can focus their resources on the accounts that matter the most to drive business results.

With your demand generation strategy taking shape, let’s focus on one of the most critical components: content, the backbone of any successful SaaS demand gen strategy.

Let’s look at how to build a bridge between your brand and your audience at every stage of their journey with an effective content strategy.

Building an effective content strategy for SaaS demand generation

We’ve already talked about the importance of aligning your messaging with the buyer’s journey. Content mapping takes this a step further. Each piece of content in this strategy serves a specific purpose, guiding prospects from awareness to decision tailored to their stage in the journey.

At this stage, you might consider engaging a SaaS demand generation agency to help ensure your content strategy is comprehensive and targeted. 

How to get content mapping right

Awareness stage

To attract potential customers, the content at this stage needs to support them as they’re beginning to recognise their problems and challenges.

Content types:

• Blog posts
• Infographics
• Social media posts
• eBooks

Consideration stage

Now, your prospects are evaluating different solutions to their problems, weighing you against your competitors.

Content types:

• Case studies
• Whitepapers
• Webinars
• Comparison guides

Decision stage

Finally, you can work on converting prospects ready to purchase by giving them that final push with your content.

Content types:

• Product demos
• Free trials
• Detailed product sheets
• ROI calculators

Great content is relevant but also discoverable. This is where pillar content and topic clusters come in, making it easier for potential customers to find the valuable resources you’ve created.

Pillar content and topic clusters: Boosting SEO with comprehensive content strategies

A pillar content and topic cluster strategy involves creating comprehensive, in-depth pillar pages that cover a broad topic. The content pillars are supported by cluster content that dives into specific subtopics. 

Having this structure helps search engines understand the relevance and depth of your content, improving your rankings on the search engine results pages (SERPs).

A pillar page is a long-form, comprehensive piece of content that provides an overview of a broad topic. 

Topic clusters are shorter, more specific pieces of content that link back to the pillar page, creating a web of related content.

This approach boosts SEO and creates a better user experience by making it easier for your website visitors to find all the information they need on a topic. But visibility alone isn’t enough.

To drive conversions, your content needs to inspire action. 

Create actionable, value-driven content in 6 steps

It’s time to balance educational content with strong calls to action (CTAs) to inform and convert.  Here’s how in six steps:

Step 1: Start with clear objectives

Why: Before you create content, you need to define what you want the reader to do after consuming it. Whether downloading a resource, signing up for a newsletter, or requesting a demo, having a clear objective will shape your message.

How: Begin by outlining the primary goal. For example, if your goal is to increase demo requests, your content should educate the reader on your product’s benefits while highlighting how a demo can provide further insights.

Step 2: Deliver educational value first

Why: Educating your audience on a relevant topic builds credibility and trust, which are crucial to drive action. 

How: Address your audience’s pain points with detailed, practical advice. A blog post, “5 Strategies to Reduce SaaS Churn Rates” should give actionable tips that the reader can implement immediately.

Step 3: Craft strong, relevant CTAs

Why: A reader who is confused about what they should do next will seek guidance elsewhere. A strong CTA turns passive readers into active participants, giving them the confidence to take the next step.

How: Place CTAs strategically within your content. After discussing a common problem, offer a related resource like a whitepaper or webinar that goes deeper into the solution. And remember, phrasing matters! 

Step 4: Use visual and interactive elements

Why: Visual elements like infographics, videos, or interactive tools can make your content more engaging and easier to digest–increasing the likelihood of your audience taking action.

How: Create infographics summarising your content’s key points, making complex information accessible and shareable.

Step 5: Test and optimise your calls to action

Why: Not all CTAs are created equal. Testing different versions helps you understand what resonates and drives the highest conversion rates.

How: Run A/B tests on different CTA placements, designs, and wording. Does “Download Now” perform better at the top or bottom of the page? Use analytics tools to track performance and data-driven adjustments.

Step 6: Measure the impact

Why: You need to know if your content drives the intended actions, and regularly measuring its effectiveness can help you. 

How: Measuring the following metrics can help give you clarity.

• Click-through rates
• Conversion rates
• Engagement levels.

If certain pieces consistently underperform, revisit the CTAs or the content’s relevance to see if it still aligns with your audience’s needs. 

By following these six steps, you can create content that educates and drives meaningful engagement and conversions. For more specialised guidance, SaaS demand generation consulting can help your efforts stay strategic and data-driven.

The next phase is making sure your demand generation B2B SaaS efforts are strategic and data-driven. 

Data-driven demand generation: Using analytics and insights

The difference between successful demand gen strategies and the rest is the ability to make data-driven decisions. Analytics can help you fine-tune your approach to improve your efforts effectively and continuously. 

Using intent data to personalise outreach

Intent data helps you understand where a prospect is in their buying journey. When you capture signals–online behaviour, content consumption, and interactions with your brand–you can predict their intent to purchase and deliver personalised messages that resonate.

How to implement:

• Collect and analyse intent data with tools like Bombora, 6sense, or Demandbase to gather data from various sources. Think of website visits, content downloads, and social media interactions.

• Segment your audience based on the intent signals. Group them according to whether they’re high-intent prospects, mid-funnel prospects, and early-stage leads.

• Personalise outreach messaging and offers for each segment. For example, you could offer high-intent prospects a product demo, while early-stage leads could be nurtured with educational content aligned with their interests.

Behavioural analytics for better targeting

Behavioural analytics give insights into how prospects interact with your website, email campaigns, and social media channels. By analysing these behaviours, you will understand what drives engagement and use that information to target your campaigns effectively. 

How to implement:

• Track user interactions with tools like Google Analytics, Mixpanel, or Hotjar to track how users engage with your website. What content do they consume? Where do they drop off in the funnel?

• Identify key behaviours to identify patterns in the data. For example, what pages lead to the most conversions? This can inform your content strategy and help you optimise user journeys.

• Adjust audience targeting with the gained insights. If you notice that users who watch your product videos are more likely to convert, create more videos and promote them through targeted ad campaigns.

Forecasting and measuring campaign success using relevant KPIs

You’ll need accurate forecasting and measurement to understand how effective your demand gen campaigns are. With the right key performance indicators (KPIs), you can evaluate the impact of your campaign and optimise it for improved results.

How to implement:

• Identify the KPIs that align with your business goals. Common demand generation KPIs might be lead conversion rate, customer acquisition cost (CAC), lifetime value (LTV), and return on investment (ROI).

• Use predictive analytics tools to forecast campaign performance. Salesforce Einstein, HubSpot’s Predictive Lead Scoring, or Tableau can help you model potential outcomes.

• Continuously monitor these KPIs throughout your campaigns. Make necessary adjustments if a campaign isn’t meeting its targets. To do this, use the data to identify if it’s the targeting, messaging, or channel effectiveness to see where the weak points are.

Integrating these data-driven techniques into your demand generation strategy ensures your efforts are more precise, targeted, and more successful. You’ll now have a clear path for continuous improvement and optimisation.

Understanding how to measure success is great, but you’ll need to understand the metrics required to optimise demand generation for B2B SaaS for sustained growth and efficiency. 

Measuring and optimising your demand generation strategy

Your demand generation efforts seem to be running well. But are they driving the desired outcomes? To figure that out, you need to focus on the right metrics. 

MQL to SQL conversion rates

The transition from Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) is critical in the buyer’s journey. High conversion rates at this stage show your marketing efforts are effective at identifying leads that are ready for sales engagement.

Steps for optimisation

1. Define clear criteria

Both the sales and marketing teams need to agree on what constitutes an MQL and SQL. Alignment reduces friction and improves the quality of the leads handed over to sales. 

2. Improve lead scoring

Prioritise leads based on their likelihood to convert with data-driven lead scoring models. Adjust scores based on behaviours such as content downloads, email engagement, and website visits.

3. Enhance nurturing campaigns

Implement nurturing campaigns for non-SQL-ready leads to provide additional information and build trust until they’re ready for a sales conversation.

Customer acquisition cost (CAC)

CAC reflects the cost-effectiveness of your demand gen strategy. You’ll see how much you’re spending to acquire each new customer and understand the profitability of your campaigns.

Steps for optimisation

1. Optimise channel performance

Which channels are driving the most cost-effective customer acquisitions? Reallocate budget to those channels. 

2. Improve conversion rates

You can reduce the overall cost of acquiring customers by increasing the conversion rates at various points along the funnel. To do this, implement A/B testing for your landing pages, refine messaging, or improve the sales process for this.

3. Implement marketing automation

Automating busy work and repetitive tasks can give you back the time you need to smooth out your processes, lowering the cost of customer acquisition.

Customer lifetime value (LTV)

LTV represents the total revenue you can expect from a customer over the time they remain so. If your customers find ongoing value in your offering, leading to repeat business, that will show as high LTV. 

Steps for optimisation

1. Focus on retention

Customer success programs, regular check-ins, and personalised communication help keep your customers engaged, reducing churn.

2. Upsell and cross-sell

Do you have other products or services that could benefit your existing customers? Then, examine customer behaviour to tailor recommendations to help increase LTV.

3. Enhance customer experience

When you continuously improve your offering based on customer feedback, you’ll encourage long-term loyalty and higher LTV.

Pipeline acceleration and velocity metrics

Do you know how quickly leads are moving through your sales funnel? If not, you need to monitor these metrics. Slow movement indicates that sales and marketing efforts are ineffective at addressing your prospect’s needs, and there’s friction in the buying process. 

Steps for optimisation

1. Identify those bottlenecks

Use analytics to see where leads are getting stuck in the funnel. Then, you can react by refining processes, improving communication, or offering your prospects additional resources. 

2. Ensure smoother processes

Use tools (e.g., CRM integrations) and strategies (e.g., automated follow-ups) that accelerate your sales processes. 

3. Align sales and marketing

Are both teams working closely to create a seamless journey for your prospects? Regularly review and adjust to maintain momentum through the pipeline.

These key metrics can help you measure and optimise your demand generation strategy so that it remains effective and aligned with your business goals. 

For an even greater impact, consider engaging SaaS demand generation services of a B2B SaaS demand generation agency to refine these efforts further and help you achieve the best possible outcomes.

You’ve now learned how to measure and optimise your demand gen strategy. Now, it’s time to learn to recognise potential issues common in demand gen. 

Common demand generation mistakes and how to avoid them

Even experienced companies make mistakes when trying to attract new customers. Here are some common problems you may run into and how you can avoid them:

Mistake 1: Sales and marketing misalignment

When sales and marketing don’t coordinate properly, this can cause mixed messages and missed opportunities with prospects and customers.

Here’s how to avoid the issue:

• Communicate regularly. Regular meetings between sales and marketing to discuss goals, strategies, and results ensure everyone is rowing in the same direction. 

• Implement a service level agreement (SLA) that clearly outlines each team’s responsibilities and how they will work together.

• Use a shared CRM platform so both teams can track customer interactions and collaborate more effectively.

Mistake 2: Relying too heavily on one channel or tactic

Relying on just one approach can limit your ability to reach people and leave you in a tough spot if that approach stops working well.

How to avoid the issue:

• Diversify your approach and use a variety of channels. Exploit email, social media, and online ads to reach your audience. That way, if one channel underperforms, the others can compensate.

• Experiment and adapt by regularly testing different tactics to see which performs better. Be prepared to shift focus based on what works best. 

• Continuously track performance to see how each channel is performing. If one starts to lag, adjust your strategy to emphasise the more effective channels.

Mistake 3: Ignoring data insights and customer feedback

In the rush to execute campaigns, some businesses overlook valuable data and customer feedback, leading to ineffective strategies.

How to avoid the issue:

• Regularly analyse data from your marketing and sales efforts to understand what’s working and needs improvement. Use the insights to fine-tune your strategy.

• Actively seek out and consider customer feedback. Learn how you can better meet their needs and improve your overall approach.

• Encourage a culture of continuous learning and improvement by regularly reviewing data and feedback to drive decisions.

When you know what could go wrong so you can avoid them, your company can build a more resilient, successful demand generation strategy. You’ll find that this will lead to better customer acquisition and retention.

Staying ahead doesn’t just mean avoiding mistakes but embracing best practices to drive success. Let’s explore some of the top strategies and trends for 2024 that can elevate your demand generation efforts.

Best practices for SaaS demand generation

Several key strategies and trends have defined B2B SaaS demand generation in 2024. We’ve summarised what’s worked with some examples.

Embrace personalisation across channels

We’ve stressed the importance of personalisation throughout this article, and it’s relevant again here.

Consider using dynamic content on your website, tailoring the messaging and offerings based on the visitor’s industry or previous interactions. When people feel that you’re talking just to them, offering them relevance, they are more likely to convert into paying customers. 

Implement account-based marketing (ABM)

To target high-value accounts, you might use ABM to create personalised campaigns for each. These could involve customised landing pages, bespoke content, and coordinated outreach efforts. 

Boost efficiency with AI and automation

Artificial intelligence and automation tools have become more important for scaling demand efforts, staying efficient, and allowing personalisation.

Using AI-driven tools, your company could automate lead scoring, personalise email campaigns, and offer chatbots that provide real-time support to prospects so that no opportunity slips through the cracks.

Focus on multi-channel integration.

A multi-channel approach ensures consistent and cohesive experiences for your prospective customers. 

This might be a coordinated campaign that includes email marketing, social media ads, and content marketing. Each channel supports the others, creating a unified message that reaches the prospect wherever they are.

Invest in content quality over quantity

While you might think that a steady stream of content is vital to stay ahead, quality should never be sacrificed for the sake of quantity. 

Instead of churning out many short blog posts with little depth, create in-depth whitepapers or case studies that provide significant value to your target audience.

Stay agile and adapt to market changes

What works today may not work tomorrow, and having agile and adaptable strategies is crucial for long-term success.

Review your performance data and market trends regularly. This will allow you to quickly pivot your strategy in response to new challenges or opportunities. 

Tying it all together: Implementing your B2B SaaS demand generation strategy

This was a lot to take in, but you made it. Throughout this guide, we’ve helped you explore the essential elements of a successful B2B SaaS demand generation strategy. From aligning your content with the buyer’s journey to using data and avoiding mistakes, you now have the knowledge to take the next steps:

• Assess where you stand
• Build a multi-channel plan
• Harness the power of data
• Consider a trusted partner
• Execute your new strategies

A specialised B2B SaaS agency like SaaStorm offers comprehensive SaaS demand generation strategy services tailored to your needs. With the right approach and the right partner, you can attract the right prospects and convert them into loyal customers. 

Ready to move forward? Explore SaaStorm’s services to see how we can help you take your demand generation efforts to the next level.