If you're a founder of a SaaS (Software as a Service) company, you already know that generating leads is the lifeblood of your business. But with so many strategies out there, where do you begin? You know there are limits on time and budget and not much room for experiments. Of course the experts would weight in with a heavy sounding "Depends". So, instead of a generic one size fits all strategy, let's go over some specific ones that have been well researched and tested in the field. Let's dive in!

Stage 1: Strategic Positioning

1. Unveil the True Value

Craft a value proposition that resonates with your target audience's pain points. For example, if your SaaS offers AI-powered customer insights, your value proposition could highlight "Unlock Customer Desires with AI-Driven Insights." (Reference: "Value Proposition Design" by Alexander Osterwalder)

2. Pinpoint a Niche

Identify a specific niche within your market to dominate and tailor your messaging accordingly. Instead of a generic "Can benefit all" kind of message, sharpen for a specific audience. Platforms such as Linkdra make it easy to craft niche targeting with campaign sequences that are very segment specific. Let's say a SaaS focusing on CRM for e-commerce, can niche target with something like "Enhancing Customer Relationships for Online Retailers.". The prospects can then easily understand and relate to it. (Reference: "Play Bigger" by Al Ramadan)

Stage 2: LinkedIn for Thought Leadership

1. Craft a Personal Brand

Build a strong personal brand on LinkedIn to position yourself as a thought leader in your industry. Don't just drop by once in a while with a block-buster post and then radio silence. Instead post as well as actively engage with others. Comment, like, poll etc. This is lot more effective way to stay visible without spending a huge amount of time. Fun facts, insightful articles about industry trends and your own analysis as a commentary are very useful ways to build that kind of branding. Note, your personal branding is as important as your product branding and even more so initially where the product branding is still not established well.

2. Engage in Industry Conversations

In continuation to above, participate in relevant LinkedIn groups, forums, and discussions to showcase your expertise. Find relevant groups, forums beyond LinkedIn such as Reddit, Quora or industry specific forums. Comment and engage with a genuine intent and not always plugging in your agenda outright. Wrap up comments with a question or opinion that would spark a discussion. (Reference: "Contagious" by Jonah Berger)

Stage 3: Targeted LinkedIn Outreach

1. Account-Based Marketing (ABM)

Implement ABM strategies on LinkedIn to engage high-value prospects directly. This is the least expensive and perhaps the most effective way to reach the decision makers. And when you amplify your reach via multiple stake-holders, it just helps brand recall. On an average it takes 3-5 touch points before anyways considers serious evaluation. For example, you can research key decision-makers in companies that match your ideal customer profile and send personalized connection requests. (Reference: "Account-Based Marketing For Dummies" by Sangram Vajre)

2. InMail Campaigns

LinkedIn provides InMail campaigns to reach prospects beyond your network. The intent is aligned. However, there are challenges with how InMails are delivered. Regular connections do not send you InMails. So, when users spot a InMail in their inbox, there is often a bias saying "Someone is trying to push an agenda". That's why InMail performance has been lackluster. However, there are segments that would benfit. Besides, InMail can help overcome the outreach limits set by LinkedIn, though we suggest adding team members instead to take on stretch goals. In fact, Linkdra is designed specifically for ABM with multi userss/Teams.

Stage 4: Scaling with Automation

1. Automate Lead Nurturing

Nurturing is easier said than done. It takes discipline & effort on an ongoing basis. Thanks to platforms like Linkdra, it is lot easier with multi channel campaigns. You can setup an automated sequence for leads who engaged with your content, gradually guiding them toward a demo or consultation. Check out (Reference: "Marketing Automation For Dummies" by Mathew Sweezey)

2. Livechat for Prospects

While a lot has progressed with AI-powered chatbots on website and messaging platforms for instant customer support, prospecting still works better with real human responses. Note, you are not just responding to questions, but guiding a conversation with a sales goal. Build a multi-channel response system.

Stage 5: Data-Driven Decisions

1. Analyze User Behavior

Use advanced analytics tools to gain insights into how users interact with your SaaS platform. Analyze user flow within your platform to identify bottlenecks and optimize the user experience. (Reference: "Lean Analytics" by Alistair Croll and Benjamin Yoskovitz)

2. Customer Segmentation

Segment your customer base based on usage patterns, preferences, and feedback. Segment users who engage with specific features heavily, tailoring marketing campaigns to highlight those features' benefits. (Reference: "Customer Segmentation and Clustering Using SAS Enterprise Miner" by Randall S. Collica)

Stage 6: Referral and Partner Programs

1. Develop Referral Strategies

Create a structured referral program that incentivizes existing users to refer new customers.

Example: Offer a discount or extended trial to users who refer others to your SaaS, encouraging them to become brand advocates. (Reference: "Contagious" by Jonah Berger)

2. Strategic Partnerships

Collaborate with complementary SaaS companies for joint marketing efforts.

Example: Partner with a project management SaaS if your software enhances collaboration, co-hosting webinars and creating co-branded content. (Reference: "Partnership Marketing" by Ron Kunitzky)

Stage 7: Customer Success and Expansion

1. Focus on Customer Success

Implement proactive customer success strategies to retain and delight your existing customers.

Example: Regularly check in with customers, offering personalized tips and guidance on how to maximize the value of your SaaS. (Reference: "Customer Success" by Nick Mehta, Dan Steinman, and Lincoln Murphy)

2. Upselling and Cross-Selling

Leverage data insights to identify upselling and cross-selling opportunities within your customer base.

Example: If a customer consistently uses one feature, recommend related features that could further enhance their experience. (Reference: "The Art of Selling to the Affluent" by Matt Oechsli)

Conclusion

Founders, you've ventured into the realm of expert growth strategies for your SaaS. From strategic positioning to harnessing LinkedIn's power, embracing automation, and making data-driven decisions, your path is illuminated by your industry expertise. Remember, each step is a building block toward sustainable and substantial growth. As you master these strategies, you're poised to lead your SaaS to unparalleled success in the competitive landscape. Onward to growth and beyond!

Also read Step by Step SaaS Marketing