Is generating stronger B2B leads part of your marketing strategy?
The first month of the year is a great time to reevaluate your SaaS strategy. A great strategy generates quality leads; a poor strategy generates the wrong leads. Time spent chasing the wrong leads is better invested in optimizing SaaS so it will result in more conversions.
Defining SaaS
SaaS stands for Software as a Service. Sometimes referred to as hosted applications, SaaS is best defined as a software delivery method that provides access to software. SaaS functions remotely as a Web-based service.
Defining Leads
As marketers, it’s important to never lose sight of the true definition of a lead. A lead is a piece of data that contains information about a person or organization that has expressed interest in your company’s service or products in some way. Not every lead will result in a conversion and in fact, the majority won’t. That’s why attracting high-quality leads is important to conversion success.
Optimizing B2B SaaS: 4 Tips
Here are 4 tips for optimizing your B2B SaaS website for better conversions, according to Thomas Griffin of the Forbes Technology Council:
- Provide a free trial: Use buyer persona data to generate a free trial offer. Make sure the offer has some type of value for the lead and track engagement.
- Optimize your pricing strategy: Consider offering combo packages and pricing. Different pricing options tend to make the decision process easier for consumers.
- Build an organic email list: Building an email list is a great example of lead nurturing. Just because your leads tried the free offer, they may remain hesitant to make a purchase. Email helps build a relationship with the goal of turning the leads into paying customers.
- Display social proof: Trust and value are 2 of the key components necessary for lead conversion. Nearly 70% of online customers look at a product review before making a purchase decision. Use customer testimonials to highlight the value of your product or service. Emphasize how your product or service can solve their problem.
Leads are golden only if they are high-quality ones that are right for your business. For a successful 2018, start the year right by evaluating your SaaS B2B marketing strategy. Contact us if you would like to schedule a free consultation.
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