www.poweredbysearch.com Open in urlscan Pro
162.159.135.42  Public Scan

URL: https://www.poweredbysearch.com/blog/saas-demand-generation/
Submission Tags: falconsandbox
Submission: On July 11 via api from US — Scanned from US

Form analysis 2 forms found in the DOM

POST https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/260102/514893d9-03d6-4c41-9df0-d6200bb1e9cd

<form id="hsForm_514893d9-03d6-4c41-9df0-d6200bb1e9cd" method="POST" accept-charset="UTF-8" enctype="multipart/form-data" novalidate=""
  action="https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/260102/514893d9-03d6-4c41-9df0-d6200bb1e9cd"
  class="hs-form-private hsForm_514893d9-03d6-4c41-9df0-d6200bb1e9cd hs-form-514893d9-03d6-4c41-9df0-d6200bb1e9cd hs-form-514893d9-03d6-4c41-9df0-d6200bb1e9cd_0f520c96-4a51-4200-a68e-5f6e78d81af8 hs-form stacked"
  target="target_iframe_514893d9-03d6-4c41-9df0-d6200bb1e9cd" data-instance-id="0f520c96-4a51-4200-a68e-5f6e78d81af8" data-form-id="514893d9-03d6-4c41-9df0-d6200bb1e9cd" data-portal-id="260102"
  data-test-id="hsForm_514893d9-03d6-4c41-9df0-d6200bb1e9cd" data-hs-cf-bound="true">
  <div class="hs_email hs-email hs-fieldtype-text field hs-form-field"><label id="label-email-514893d9-03d6-4c41-9df0-d6200bb1e9cd" class="" placeholder="Enter your Email" for="email-514893d9-03d6-4c41-9df0-d6200bb1e9cd"><span>Email</span><span
        class="hs-form-required">*</span></label>
    <legend class="hs-field-desc" style="display: none;"></legend>
    <div class="input"><input id="email-514893d9-03d6-4c41-9df0-d6200bb1e9cd" name="email" required="" placeholder="Work Email" type="email" class="hs-input" inputmode="email" autocomplete="email" value=""></div>
  </div>
  <div class="hs_submit hs-submit">
    <div class="hs-field-desc" style="display: none;"></div>
    <div class="actions"><input type="submit" class="hs-button primary large" value="Sign Up"></div>
  </div><input name="hs_context" type="hidden"
    value="{&quot;embedAtTimestamp&quot;:&quot;1720717575771&quot;,&quot;formDefinitionUpdatedAt&quot;:&quot;1709560727240&quot;,&quot;lang&quot;:&quot;en&quot;,&quot;renderRawHtml&quot;:&quot;true&quot;,&quot;userAgent&quot;:&quot;Mozilla/5.0 (X11; Linux x86_64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/126.0.0.0 Safari/537.36&quot;,&quot;pageTitle&quot;:&quot;How to Build a B2B SaaS Demand Generation Flywheel&quot;,&quot;pageUrl&quot;:&quot;https://www.poweredbysearch.com/blog/saas-demand-generation/&quot;,&quot;isHubSpotCmsGeneratedPage&quot;:false,&quot;hutk&quot;:&quot;fe43096da8db8a2156aff0a2699c9873&quot;,&quot;__hsfp&quot;:533429052,&quot;__hssc&quot;:&quot;27617443.1.1720717577352&quot;,&quot;__hstc&quot;:&quot;27617443.fe43096da8db8a2156aff0a2699c9873.1720717577352.1720717577352.1720717577352.1&quot;,&quot;formTarget&quot;:&quot;#sidebar-form&quot;,&quot;rumScriptExecuteTime&quot;:1468.2999992370605,&quot;rumTotalRequestTime&quot;:1932.2999992370605,&quot;rumTotalRenderTime&quot;:1969.099998474121,&quot;rumServiceResponseTime&quot;:464,&quot;rumFormRenderTime&quot;:36.89999961853027,&quot;connectionType&quot;:&quot;4g&quot;,&quot;firstContentfulPaint&quot;:0,&quot;largestContentfulPaint&quot;:0,&quot;locale&quot;:&quot;en&quot;,&quot;timestamp&quot;:1720717577362,&quot;originalEmbedContext&quot;:{&quot;portalId&quot;:&quot;260102&quot;,&quot;formId&quot;:&quot;514893d9-03d6-4c41-9df0-d6200bb1e9cd&quot;,&quot;region&quot;:&quot;na1&quot;,&quot;target&quot;:&quot;#sidebar-form&quot;,&quot;isBuilder&quot;:false,&quot;isTestPage&quot;:false,&quot;isPreview&quot;:false,&quot;isMobileResponsive&quot;:true},&quot;correlationId&quot;:&quot;0f520c96-4a51-4200-a68e-5f6e78d81af8&quot;,&quot;renderedFieldsIds&quot;:[&quot;email&quot;],&quot;captchaStatus&quot;:&quot;NOT_APPLICABLE&quot;,&quot;emailResubscribeStatus&quot;:&quot;NOT_APPLICABLE&quot;,&quot;isInsideCrossOriginFrame&quot;:false,&quot;source&quot;:&quot;forms-embed-1.5387&quot;,&quot;sourceName&quot;:&quot;forms-embed&quot;,&quot;sourceVersion&quot;:&quot;1.5387&quot;,&quot;sourceVersionMajor&quot;:&quot;1&quot;,&quot;sourceVersionMinor&quot;:&quot;5387&quot;,&quot;allPageIds&quot;:{},&quot;_debug_embedLogLines&quot;:[{&quot;clientTimestamp&quot;:1720717575842,&quot;level&quot;:&quot;INFO&quot;,&quot;message&quot;:&quot;Retrieved pageContext values which may be overriden by the embed context: {\&quot;pageTitle\&quot;:\&quot;How to Build a B2B SaaS Demand Generation Flywheel\&quot;,\&quot;pageUrl\&quot;:\&quot;https://www.poweredbysearch.com/blog/saas-demand-generation/\&quot;,\&quot;userAgent\&quot;:\&quot;Mozilla/5.0 (X11; Linux x86_64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/126.0.0.0 Safari/537.36\&quot;,\&quot;isHubSpotCmsGeneratedPage\&quot;:false}&quot;},{&quot;clientTimestamp&quot;:1720717575844,&quot;level&quot;:&quot;INFO&quot;,&quot;message&quot;:&quot;Retrieved countryCode property from normalized embed definition response: \&quot;US\&quot;&quot;},{&quot;clientTimestamp&quot;:1720717577357,&quot;level&quot;:&quot;INFO&quot;,&quot;message&quot;:&quot;Retrieved analytics values from API response which may be overriden by the embed context: {\&quot;hutk\&quot;:\&quot;fe43096da8db8a2156aff0a2699c9873\&quot;}&quot;}]}"><iframe
    name="target_iframe_514893d9-03d6-4c41-9df0-d6200bb1e9cd" style="display: none;"></iframe>
</form>

POST https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/260102/514893d9-03d6-4c41-9df0-d6200bb1e9cd

<form id="hsForm_514893d9-03d6-4c41-9df0-d6200bb1e9cd" method="POST" accept-charset="UTF-8" enctype="multipart/form-data" novalidate=""
  action="https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/260102/514893d9-03d6-4c41-9df0-d6200bb1e9cd"
  class="hs-form-private hsForm_514893d9-03d6-4c41-9df0-d6200bb1e9cd hs-form-514893d9-03d6-4c41-9df0-d6200bb1e9cd hs-form-514893d9-03d6-4c41-9df0-d6200bb1e9cd_e939d6b0-73c7-442d-8a76-5f85989f29bc hs-form stacked"
  target="target_iframe_514893d9-03d6-4c41-9df0-d6200bb1e9cd" data-instance-id="e939d6b0-73c7-442d-8a76-5f85989f29bc" data-form-id="514893d9-03d6-4c41-9df0-d6200bb1e9cd" data-portal-id="260102"
  data-test-id="hsForm_514893d9-03d6-4c41-9df0-d6200bb1e9cd" data-hs-cf-bound="true">
  <div class="hs_email hs-email hs-fieldtype-text field hs-form-field"><label id="label-email-514893d9-03d6-4c41-9df0-d6200bb1e9cd" class="" placeholder="Enter your Email" for="email-514893d9-03d6-4c41-9df0-d6200bb1e9cd"><span>Email</span><span
        class="hs-form-required">*</span></label>
    <legend class="hs-field-desc" style="display: none;"></legend>
    <div class="input"><input id="email-514893d9-03d6-4c41-9df0-d6200bb1e9cd" name="email" required="" placeholder="Work Email" type="email" class="hs-input" inputmode="email" autocomplete="email" value=""></div>
  </div>
  <div class="hs_submit hs-submit">
    <div class="hs-field-desc" style="display: none;"></div>
    <div class="actions"><input type="submit" class="hs-button primary large" value="Sign Up"></div>
  </div><input name="hs_context" type="hidden"
    value="{&quot;embedAtTimestamp&quot;:&quot;1720717575882&quot;,&quot;formDefinitionUpdatedAt&quot;:&quot;1709560727240&quot;,&quot;lang&quot;:&quot;en&quot;,&quot;renderRawHtml&quot;:&quot;true&quot;,&quot;userAgent&quot;:&quot;Mozilla/5.0 (X11; Linux x86_64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/126.0.0.0 Safari/537.36&quot;,&quot;pageTitle&quot;:&quot;How to Build a B2B SaaS Demand Generation Flywheel&quot;,&quot;pageUrl&quot;:&quot;https://www.poweredbysearch.com/blog/saas-demand-generation/&quot;,&quot;isHubSpotCmsGeneratedPage&quot;:false,&quot;hutk&quot;:&quot;fe43096da8db8a2156aff0a2699c9873&quot;,&quot;__hsfp&quot;:533429052,&quot;__hssc&quot;:&quot;27617443.1.1720717577352&quot;,&quot;__hstc&quot;:&quot;27617443.fe43096da8db8a2156aff0a2699c9873.1720717577352.1720717577352.1720717577352.1&quot;,&quot;formTarget&quot;:&quot;#signup-form-target-2&quot;,&quot;rumScriptExecuteTime&quot;:1468.2999992370605,&quot;rumTotalRequestTime&quot;:2013.8999996185303,&quot;rumTotalRenderTime&quot;:2029.599998474121,&quot;rumServiceResponseTime&quot;:545.6000003814697,&quot;rumFormRenderTime&quot;:15.69999885559082,&quot;connectionType&quot;:&quot;4g&quot;,&quot;firstContentfulPaint&quot;:0,&quot;largestContentfulPaint&quot;:0,&quot;locale&quot;:&quot;en&quot;,&quot;timestamp&quot;:1720717577369,&quot;originalEmbedContext&quot;:{&quot;portalId&quot;:&quot;260102&quot;,&quot;formId&quot;:&quot;514893d9-03d6-4c41-9df0-d6200bb1e9cd&quot;,&quot;region&quot;:&quot;na1&quot;,&quot;target&quot;:&quot;#signup-form-target-2&quot;,&quot;isBuilder&quot;:false,&quot;isTestPage&quot;:false,&quot;isPreview&quot;:false,&quot;redirectUrl&quot;:&quot;https://www.poweredbysearch.com/newsletter-thank-you/&quot;,&quot;isMobileResponsive&quot;:true},&quot;correlationId&quot;:&quot;e939d6b0-73c7-442d-8a76-5f85989f29bc&quot;,&quot;renderedFieldsIds&quot;:[&quot;email&quot;],&quot;captchaStatus&quot;:&quot;NOT_APPLICABLE&quot;,&quot;emailResubscribeStatus&quot;:&quot;NOT_APPLICABLE&quot;,&quot;isInsideCrossOriginFrame&quot;:false,&quot;source&quot;:&quot;forms-embed-1.5387&quot;,&quot;sourceName&quot;:&quot;forms-embed&quot;,&quot;sourceVersion&quot;:&quot;1.5387&quot;,&quot;sourceVersionMajor&quot;:&quot;1&quot;,&quot;sourceVersionMinor&quot;:&quot;5387&quot;,&quot;allPageIds&quot;:{},&quot;_debug_embedLogLines&quot;:[{&quot;clientTimestamp&quot;:1720717575926,&quot;level&quot;:&quot;INFO&quot;,&quot;message&quot;:&quot;Retrieved pageContext values which may be overriden by the embed context: {\&quot;pageTitle\&quot;:\&quot;How to Build a B2B SaaS Demand Generation Flywheel\&quot;,\&quot;pageUrl\&quot;:\&quot;https://www.poweredbysearch.com/blog/saas-demand-generation/\&quot;,\&quot;userAgent\&quot;:\&quot;Mozilla/5.0 (X11; Linux x86_64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/126.0.0.0 Safari/537.36\&quot;,\&quot;isHubSpotCmsGeneratedPage\&quot;:false}&quot;},{&quot;clientTimestamp&quot;:1720717575926,&quot;level&quot;:&quot;INFO&quot;,&quot;message&quot;:&quot;Retrieved countryCode property from normalized embed definition response: \&quot;US\&quot;&quot;},{&quot;clientTimestamp&quot;:1720717577365,&quot;level&quot;:&quot;INFO&quot;,&quot;message&quot;:&quot;Retrieved analytics values from API response which may be overriden by the embed context: {\&quot;hutk\&quot;:\&quot;fe43096da8db8a2156aff0a2699c9873\&quot;}&quot;}]}"><iframe
    name="target_iframe_514893d9-03d6-4c41-9df0-d6200bb1e9cd" style="display: none;"></iframe>
</form>

Text Content

This website stores cookies on your computer. These cookies are used to collect
information about how you interact with our website and allow us to remember
you. We use this information in order to improve and customize your browsing
experience and for analytics and metrics about our visitors both on this website
and other media. To find out more about the cookies we use, see our Privacy
Policy.

If you decline, your information won’t be tracked when you visit this website. A
single cookie will be used in your browser to remember your preference not to be
tracked.

Accept Decline

We're Hiring
 * About
 * Services
   * Paid Advertising (PPC)
   * Search Engine Optimization (SEO)
   * Account Based Marketing (ABM)
   * Content Publishing & Marketing
   * Digital PR & Link Building
   * Demand Generation Strategy
   * HubSpot MoPS & RevOps
   * SaaS Web Design & Development
   * SaaS Marketing for Startups
   * Marketing to Developers
 * Wall of Love ❤️
 * Learn
 * Blog
 * Free Marketing Plan

 * About
 * Services
   * Paid Advertising (PPC)
   * Search Engine Optimization (SEO)
   * Account Based Marketing (ABM)
   * Content Publishing & Marketing
   * Digital PR & Link Building
   * Demand Generation Strategy
   * HubSpot MoPS & RevOps
   * SaaS Web Design & Development
   * SaaS Marketing for Startups
   * Marketing to Developers
 * Wall of Love ❤️
 * Learn
 * Blog
 * Free Marketing Plan

Contents

 * Positioning Your B2B SaaS Company
 * Structuring Your Website for SaaS Demand Generation Success
 * Executing SEO for SaaS Demand Generation
 * Driving PPC Traffic That’s the Right Fit for Your Business
 * Educating and Motivating Prospects
 * Nurturing with Lifecycle Emails
 * Forecasting & Reporting
 * Take The Next Step To Build A Demand Generation Flywheel

The B2B SaaS Marketing Blog


HOW TO BUILD A B2B SAAS DEMAND GENERATION FLYWHEEL

by 

Mike Smith

Last updated: November 8th, 2023

Table of Contents
Positioning Your B2B SaaS Company
Structuring Your Website for SaaS Demand Generation Success
Homepages

Product and Feature Pages
1. The Above the Fold Experience
2. The Trust Badge Banner
3. Detailed Feature Expansion
4. The Second Call to Action
5. Testimonials
Blog Pages

1. Header Menu
2. Blog Post Date
3. Sidebar Menu
4. Blog Content
5. Footer Menu
Executing SEO for SaaS Demand Generation
Technical SEO
Content Marketing
SEO Outreach
Driving PPC Traffic That’s the Right Fit for Your Business
LinkedIn
Facebook
Google Ads
Designing Landing Pages That Convert
What About Remarketing and Optimization?
Educating and Motivating Prospects
Creating Effective Lead Magnets
Nurturing with Lifecycle Emails
Forecasting & Reporting
Next Steps
 

Most B2B SaaS companies want to create a demand generation flywheel.

Those that have one bring in a steady stream of marketing qualified leads.
Meanwhile, those that don’t often hit a plateau with customer growth.

Building the momentum to get that flywheel spinning is the hardest part. This is
usually because:

 1. They feel overwhelmed about what they should do. There are so many tactics
    that it’s difficult to choose which to prioritize and act on.
 2. They lack a cohesive strategy to connect their digital marketing activities
    to work together in a system.
 3. Their SaaS marketing team is consumed with day to day operations and doesn’t
    have the bandwidth to step back and identify the key roadblocks to overcome.

These are a few reasons why we created the Predictable Growth Methodology to
help B2B SaaS companies become unstoppable.

We use an eight step strategy that begins with evaluating MRR accelerators,
customer pain points and current blockers and then we design a flywheel for
growth that connects various marketing channels to work together to efficiently
move prospects through the buyer journey.

You can learn more about how we build B2B SaaS marketing strategies here, though
in this article, we’ll teach you the steps to create your own flywheel.

Specifically, we’ll cover:

 * How to clarify your positioning with a unique tool we created for B2B
   SaaS businesses.
 * The ideal way to structure your website map using our Authority Architecture
   Framework.
 * The elements that blog posts need to signal relevance to Google’s ranking
   algorithms.
 * Why technical search engine optimization, content marketing, and outreach
   comprise our 3 pillars of focus for SEO strategy.
 * An explanation of customer-channel fit and why it matters for
   PPC advertising.
 * The value of creating bottom-of-funnel content first.
 * The qualities of good and bad lead magnets.
 * How to develop email lifecycle campaigns to nurture prospects.
 * Creating an accurate, and actionable marketing forecast to confidently hit
   your goals.

After reading this article, you should have a deeper understanding of what to
prioritize in your process to generate more demand for your SaaS business.

Want help creating your own demand gen flywheel? Get your Free Marketing Plan
here and learn more about how we can help.


POSITIONING YOUR B2B SAAS COMPANY



If you’re noticing that most customers coming in for demos or trials aren’t a
great fit for your product, there’s usually a positioning issue.

Often, SaaS companies have vague positioning statements designed to resonate
with all potential customers – and ultimately resonate with none of them.

Many companies and their marketers tend to mistake taglines, slogans, or value
propositions as positioning. But they aren’t. Those things come from or are
informed by positioning.

Instead, your positioning statement should speak to only your ideal customer
profiles and actually repel customers who aren’t a great fit. Tailoring your
positioning to one customer persona will help reduce churn and customer support
resources while improving reviews and referrals from right-fit customers.

Positioning can be a difficult concept to grasp. It’s often abstract, making it
a challenge for many B2B SaaS businesses to define. But, SaaS positioning simply
boils down to answering four simple questions:

 1. Who do you help?
 2. How do you differ from your competition?
 3. What problems do you solve?
 4. How does your product work?

Your answers should be brief and precise. If you find yourself and other company
stakeholders answering them too broadly, that’s an indicator of unclear
positioning.

Also, don’t rely on simply describing your solution. Instead, put your customers
at the center of positioning first. Utilize your buyer personas to think hard
about the issues and challenges they have that led them to discover you in the
first place.

Aside from answering the questions above, we created a tool to help SaaS
companies find clarity in their positioning. We call it the SaaS Positioning
Canvas and it breaks down into the following steps:

 * Step 1: Your customers’ desires. What are their fears, frustrations, wants
   and aspirations? What is the cost of not solving this problem? Understand the
   obstacles that prevent them from fixing it themselves.
 * Step 2: The promise. Examine your top 5 competitors and gauge what guarantees
   they make to your prospects.
 * Step 3: The premise. Humans are naturally skeptical, which means they’ll
   likely see your SaaS products first through the lens of doubt. Instead of
   resisting, address this head on.
 * Step 4: Difference chunking. Explain how your company gets results for
   customers in its own unique way. Answer questions centered around strategy,
   structure, systems, shared values, and style.
 * Step 5: Market intimacy. List the common mistakes that customers make before
   using your product. Demonstrate the results you help your customers get
   relative to increased speed, certainty, and insight.
 * Step 6: The positioning statement. What’s your reason for existence? Complete
   the statement: “That’s why we…”
 * Step 7: The alternative. Detail the outcomes that happen as a result of
   inaction or not choosing your product.

Nail your positioning first before tackling anything else. By completing the
canvas, step-by-step, you’ll have a document detailing what defines your
company.

Note: To use this tool, make a copy of the SaaS Positioning Canvas and paste it
into your own document to begin filling it out. No need to ask for edit access.
(For the canvas to paste properly, go to File > Page Setup > Landscape and
adjust the margins from 1” to 0.5” across the board.)


STRUCTURING YOUR WEBSITE FOR SAAS DEMAND GENERATION SUCCESS



Many SaaS companies design their websites by committee. They first ask product,
engineering, customer success, and sales teams about their needs. Then, they
compile random pieces of inspiration from other SaaS websites onto a mood board.

Related: Convert More B2B SaaS Leads into MQLs with Email Nurture

This often results in a website with an identity crisis. Visually, it comes
across almost identical to the other SaaS websites. There’s no clear map for
prospects to follow on their path to becoming a customer.

Seeing this happen far too often, we decided to create a wireframe that
visualized our website strategy. The result was our Authority Architecture
Framework. It’s a practical site map that details the necessary pages your
website should include.

Using this framework can help you build a website that fosters a connection with
your visitors. It comprises of focusing your attention and refining your website
in the following areas:

 1. Homepage
 2. Product and feature pages
 3. “Who It’s for” pages
 4. Pricing page
 5. About page
 6. Blog page
 7. Resource pages (support, quizzes, contact us)

We’ll cover the three areas of your website that you should address first: your
homepage, products and features pages, and your blog.


HOMEPAGES

Every company understands that their homepage has to include a headline. But
they often miss the mark when it comes to writing a headline that’s compelling.

Unclear homepages often have high bounce rates as prospects who don’t
immediately understand that you have a custom solution for their specific pain
point have little incentive to explore deeper into your website.

A simple test to see if the messaging on your homepage is clear is to ask – if
we swapped out our logo for a competitors’ logo, would our customers still know
that it’s really our brand?

So how do you create a great headline?

The best headlines speak to a specific audience and don’t make plain,
declarative statements. They often ask a question instead.

If you decide to make your headline a statement, it’s best to do so by
presenting it in a pros-without-cons format. That means declare a benefit and
pair it with one of the pain points your product solves, both phrased in
positive terms.

Use your subheadline to communicate your value proposition. Your value
proposition answers the question: “Why should I choose you over your
competition?”.

To achieve this, we use a tactic that we call “the screenwriting technique”.

The screenwriting technique is a method of conveying that “aha moment” your SaaS
product delivers once a customer starts using it. Think of the screenwriting
technique as a way to demonstrate how they might feel before and after becoming
your customer.


PRODUCT AND FEATURE PAGES

Look at your product and feature pages right now – are they explaining the bells
and whistles of your product or explaining how it solves specific customer
problems?

The reality is that nobody really cares how cool your product is. They just want
to know that it will quickly and reliably solve their problem.

Of course, your product probably has multiple features that solve multiple
different pain points which you’ll have to explain. In addition, you’ll have
people at different stages in the buyer journey visiting your product and
feature pages, and their next action step will differ depending on their current
knowledge level (e.g., product aware might sign up for a demo whereas solution
aware might want to read some case studies).

So how you structure these product and feature pages will impact your conversion
rates.



Companies that don’t pay enough attention to structure, imagery, and copy often
have trouble converting visitors through their product and feature pages.

By overlooking these three elements, their product pages tend to suffer from
higher bounce rates and often fail to rank in organic search.

To optimize these pages for higher conversions, we break them down into five
sections, tackling each one-by-one.

1. THE ABOVE THE FOLD EXPERIENCE

Before a visitor begins scrolling, a good product page needs to address four
questions.

 * Does the product match what the visitors are searching for?
 * Can it do what they need and solve their problems?
 * Would purchasing this product be a worthwhile investment?
 * And finally, what should they do next?

2. THE TRUST BADGE BANNER

A prospect needs reassurance that your product is something they can trust.
Including logos of other businesses that also use your SaaS product signals
legitimacy to your page visitors. Feature a strategic mix of your most
impressive and best fit customers.

3. DETAILED FEATURE EXPANSION

Use this section to provide more depth and context to the features you’ve listed
above the fold. Present features in the order they’re used. Then, leverage the
pros-without-cons format we discussed above.

4. THE SECOND CALL TO ACTION

Including another call to action serves two purposes. First, it gives a visual
break between your product features and benefits. Second, it demonstrates what a
prospect would get by opting into your offer.

5. TESTIMONIALS

Add another element of social proof. Including testimonials of your best fit
customers increases confidence with visitors that your product can provide real
help.


BLOG PAGES




Most B2B SaaS companies invest plenty of effort into web design and conversion
rate optimization for their homepage and product pages. But very few dedicate
that same amount of attention to their blog.

Blog pages and posts can often become the most visited parts of your company’s
site and failing to optimize them for conversion is a missed opportunity.

Traffic is often the main KPI used to measure the effectiveness of blog content,
but then companies find that their revenue and lead volume doesn’t correlate
with traffic metrics.

One common reason for this discrepancy in lead volume and traffic metrics is
because the blog post architecture isn’t optimized to move the buyer through the
customer journey. So after a person reads a blog post, they’ll simply leave your
website if there isn’t a logical next step for them to take.

Of course, it could also be due to poor customer content fit (which we discuss
in detail in our B2B SaaS content strategy process), but assuming you’re
producing the right type of content, simply adding the right calls to action in
the right places within your blog can significantly improve its effectiveness.

With that in mind, we created a framework for blog pages and posts that helps
solve this problem. Turn to the Authority Blog Post Architecture for B2B
SaaS for inspiration when creating wireframes for your website.

The framework breaks down into five parts:

1. HEADER MENU

Many companies make the mistake of including hundreds of options in their
dropdown menus for visitors to choose from. We think less is more. Include only
the links that are likely to matter most for visitors. Think of your header as
an elevator pitch for your value proposition.

2. BLOG POST DATE

Refreshing existing posts is a commonly practiced SEO tactic. But many companies
don’t include an annotation of when they’ve last updated specific blogs. We tell
SaaS companies to include when posts are published and when they’re updated
because that signals to search engines you’re providing the latest information
or take.

3. SIDEBAR MENU

Declutter your sidebars. Remove various messaging, CTAs, social proofs, and
links. Use your sidebar to display a table of contents that visitors can use to
jump ahead to certain topics within your articles.

4. BLOG CONTENT

Include more calls to actions that you want readers to take within the actual
content of an article. Contextualizing them in a post is much more effective
because they catch your readers’ eyes while they skim through your posts.

5. FOOTER MENU

Between the conclusion of your article and your footer, insert a section that
tells readers what to do next. This section should include final calls to action
that readers could take now that they’re finished reading your post. We
recommend including CTAs that correspond to bottom-of-funnel, middle-of-funnel,
and top-of-funnel intent.

Note: If your CTAs aren’t converting very well, audit them to make sure you’re
only asking the reader to take the next step in the buyer journey. A common
mistake we often see is that SaaS companies automatically include a CTA to
schedule a demo in their blog posts.

Yet if the blog post is only addressing a problem aware audience, those readers
aren’t ready to schedule a demo. So make sure your CTA only asks them to the
next logical step in the buyer journey.


EXECUTING SEO FOR SAAS DEMAND GENERATION



We believe that the best way to attack SEO is through a framework-driven,
methodical approach. That’s why we break it down into three pillars of focus:

 1. Technical SEO
 2. Content Marketing
 3. SEO Outreach

Let’s walk through the five priorities that matter for each pillar.


TECHNICAL SEO

If your website isn’t ranking at all for some key terms, or if you clearly have
better content than the top ranking posts yet search engines are still ranking
your website much lower, there’s likely a technical SEO issue.

We have a more comprehensive resource on our approach to technical SEO for B2B
SaaS, but most issues come down to improving a few key elements.

The first element to tackle here is increasing page level topical
relevance. Search engines don’t care about the word count of your article or how
many times you mention your target keyword. What matters most is that your page
is relevant to the topic that user is searching for.

Next, it’s necessary to decrease website and crawl errors. These can add up when
you don’t fix them and makes your content less discoverable by search engines.
Limit or get rid of as many of them as possible.

Third, increase time and budget dedicated to faster deployment. Consider how you
can break up bigger tasks related to technical SEO so that you can start taking
actions faster. If there are cost-related issues, consider finding more support
to complete jobs that need finishing.

Fourth is decreasing response time to deploy content changes. Recommendations
and ideas are a dime a dozen. They only work if they’re implemented. Make sure
changes happen sooner rather than later.

And finally, increasing content and context of web content. Related to
increasing topical relevance, search engines favor contextually relevant
content.


CONTENT MARKETING

Technical SEO lays the groundwork for showing up in search results, but if you
don’t have any content that answers search queries, technical SEO will be
irrelevant.

That’s why we focus the majority of our SEO resources on content marketing.

Yet unlike many SaaS marketers, our approach to content marketing isn’t just
about increasing the volume of content.

In fact, solely increasing content volume is often the root cause of poor SEO
performance.

One way search engines evaluate the authority of your website is by analyzing
the average engagement of your content. If you have a lot of content published,
yet the average piece of content only earns a handful of monthly visits, search
engines assume that most of your content is unhelpful to users.

As a result, those pieces actually drag down the authority of your website and
hinder the top performing content.

Therefore, our first priority is to consolidate as many existing pages as
possible. Combine as many pages and posts that cover similar topics to make each
piece of content stronger.

We also remove stale and irrelevant content by redirecting it to other relevant
pages. This also helps keep the website lean and improves the average engagement
of our blog posts.

Next, update existing content. You probably have a handful of blog posts that
are already ranking low on the first page or somewhere on the second page.

So instead of creating brand new content (which may or may not perform well),
you’ll see much better returns by simply updating existing content that Google
is already ranking. It’s also worth noting that you probably already have
content for your highest value keywords, and any additional content you create
would target lower value keywords.

You’ll probably actually see a bigger lift in leads by boosting an existing
piece of content a few spots in the SERPs than ranking a brand new piece of
content first for a lower value target keyword.

Third, always consider how you can enrich the user’s content experience. It
should be easy for visitors to navigate through your website. Industry tests
suggest that user experience can impact how Google ranks the authority of your
website.

Note: For more on content marketing strategy, read this article.


SEO OUTREACH

Google wants to show searchers content from experts, and a major way it
determines whether or not you’re an expert is by analyzing how many other
authoritative websites link to yours.

So earning links is an important ranking factor.

Yet most link building strategies, like cold emailing thousands of website
owners and asking for a link, are unsuccessful and reflect poorly on your brand.

Instead, make a point to build genuine relationships with industry experts and
relevant publishers. Connect with influencers who will recommend your brand to
their audiences. For example, go on podcasts, contribute to industry
publications that your target audience reads, and speak at events.

You may have to do some outreach to land a collaboration, so we always send
2-step personalized outreach emails. When reaching out to influencers, send
messages that consider the receiver. How will your request help them and how can
you ensure accepting requires virtually no effort on their part?

If they don’t respond to your first email, send a personalized follow-up that
clearly sums up exactly what kind of benefit they’ll receive by collaborating
with you.

After doing a few collaborations, you’ll find that people will organically begin
linking to your brand over time as they reference conversations and quotes from
these content collaborations.

Speaking of content, the next best way to earn links is to create your own
content worth linking to. Strive to create assets that are so remarkable that
people can’t help but talk about or link back to them. If you wouldn’t share
your content, then chances are someone else wouldn’t share it either.

Lastly, make an effort to reclaim brand mentions and usages. Anywhere on the web
where people mention your brand but don’t link back to you is an opportunity for
a new backlink. Use a tool like Ahrefs to create alerts whenever mentions of
your brand occur.

Note: For more on building backlinks, read this article.


DRIVING PPC TRAFFIC THAT’S THE RIGHT FIT FOR YOUR BUSINESS

Paid media costs are rising, and many SaaS marketers are feeling the strain as
their general metrics are inefficient. They’re usually either paying too much
for their leads or simply not getting enough leads for their budget.

Either way, it’s not sustainable and competitors are growing while they continue
to tread water.

It’s easy to blame changing market conditions and lament that marketing is
becoming more challenging, but we’ve found that there are often a lot of
untapped opportunities that marketers can leverage to improve PPC performance.

Specifically, we’ve found that the root cause of most underperforming PPC
strategies is usually that they haven’t found customer-channel fit.

This means that you’re either advertising on the wrong channel, or advertising
on the right channel in the wrong way.

Of course, figuring out the right channel for each stage of the buyer journey
and implementing the right positioning and messaging is tricky.



Effective PPC strategy starts with finding customer-channel fit. This means that
your creative matches a user’s behavior and intent on the platform your ads are
running. We often see companies make the following mistakes when it comes to
finding customer-channel fit:

 * They’re not testing enough.
 * They don’t have a workflow that maps out every step from a channel through
   conversion.
 * They don’t have remarketing set up from the getgo and fail to use a pixel
   delay.
 * They rarely revamp their ad creative.

The three outbound PPC channels we find most effective for B2B SaaS companies
are LinkedIn, Facebook (Meta Ads), and Google Ads.

In the next section, we highlight the key rules of thumb for getting the most
out of each channel.


LINKEDIN ADS

Plan to allocate more budget for LinkedIn ads to be successful. Running ads on
LinkedIn are generally more expensive than Facebook (Meta Ads) and Google Ads.
You’ll generate fewer yet higher quality leads.

It’s also a great channel for account based marketing as you can upload a list
of companies you want to target and then run ads specifically to individuals
working at those companies.

Though for any other campaigns, you don’t need to get granular with your
targeting on LinkedIn. Specificity isn’t a must. Instead, provide LinkedIn with
broad job titles of your ideal prospects.

Then, make your ad creative so that it’s in line with a LinkedIn user’s
behavior. Remember that most people who use LinkedIn are there to browse content
and network with other professionals. They’re not in a purchasing state of mind,
so consider this when deciding what your offer will be. Lead magnet downloads
are often more effective than offering trial or demo signups.


FACEBOOK (META ADS)

If you’re unhappy with your Facebook (Meta Ads) conversions, it’s often simply
because you have the wrong goal.

While Facebook is excellent for capturing awareness and keeping your brand top
of mind as users move through the buyer journey, don’t expect to drive direct
conversions – LinkedIn is a better channel to accomplish that goal.

So rather than using Facebook to acquire customers directly, use it as a tool to
retarget users and keep them engaged. This will help you decrease acquisition
costs on higher intent channels, like LinkedIn, when people are ready to make a
purchase.

Facebook is a channel where you want your targeting to be specific. Consider
setting up your ad targeting to fall in line with these these three main
options:

 1. Retarget users whom you’ve already collected pixel data from.
 2. Build lookalike audiences based on existing customer and prospect data. For
    example, you can create a 1% LAL audience based on customers who have the
    highest LTV.
 3. Take an account-based marketing approach and narrow your targeting to an
    exact list of people who represent great fits for your business.

Note that we didn’t include creating custom audiences based on relevant
interests and behaviors. Many B2B SaaS companies who go this route find they
reach only a small percentage of the right-fit customers. This strategy is more
effective for eCommerce companies or businesses that know their ideal
customers spend a lot of time on Facebook.


GOOGLE ADS & BING ADS

Google Ads (and similarly Bing Ads) target high purchase intent visitors and are
therefore highly competitive. This means they’ll likely be prohibitively
expensive if you haven’t dialed in customer-channel fit and accurately
positioned your campaigns with the right messaging at the right stage in the
customer journey.

There are five tactics that B2B SaaS companies can implement in their next
Google Ads marketing campaign:

 1. Targeting In-Market and Custom Intent Segments: These segments enable you to
    direct Google to show ads to anyone looking for terms that suggest strong
    purchasing intent within a recent two-week time frame.
 2. Brand Consideration Intent: Target brand keywords that show consideration
    like brand name + reviews or brand name + discount.
 3. Brand vs. Competitor Intent: Create comparison landing pages that showcase
    the difference between you and multiple competitors. Then, drive traffic to
    them targeting comparison-intent keywords.
 4. Google Display Network with Managed Placements: 90% of all internet users
    see an ad served by Google Display Network. Using managed placements enables
    you to handpick the specific websites your creatives appear.
 5. Using target account lists: Just like Facebook, use existing customer or
    pipeline data to bolster your ads. The difference here is that you’d pair
    your data with keyword targeting to reach a more precise group of potential
    customers.


DESIGNING LANDING PAGES THAT CONVERT

Once you’ve got your customer-channel fit in order, then you can start tackling
landing pages. Most companies tend to do this in the context of top, middle, and
bottom of their B2B marketing funnels. But we think it’s better to design
landing pages based on whether customers are:

 * Problem unaware: Prospects don’t yet realize that they have an issue that
   needs solving.
 * Problem aware: They know they have a problem and they’re actively seeking a
   solution.
 * Solution aware: Prospects know that options exist for fixing their problems
   and they want to figure out which solutions are best for them.

With that in mind, B2B SaaS companies can create two different kinds of landing
page flows. The first one is for problem-unaware and problem-aware users.



The second is for solution-aware prospects.




WHAT ABOUT REMARKETING AND OPTIMIZATION?

For remarketing, the biggest mistake most B2B SaaS companies make is taking a
one-size-fits-all-approach. They don’t often consider that their prospects
engage with their brand in very different ways. That usually means they need to
see different kinds of messages before they convert.

To address this, we recommend a strategy we call the Boomerang Method. It’s
two-step approach that goes as follows:

 * Step 1: Segment your audience based on the actions and pages they browsed on
   your website.
 * Step 2: Amplify your ads through omnichannel remarketing. This means serving
   your ads across multiple channels to people who’ve already engaged with your
   brand.

When it comes to PPC optimization, we see many companies make the mistake of
making changes to their campaigns far too soon. They’ll wait only a day, week,
or even a few hours before they start tinkering with their campaigns. Instead,
they need to wait longer, at minimum a month, to establish a baseline for
measuring performance.

You can set benchmarks for your PPC ads by using the following calculations.

First, calculate your total ad budget. That formula is:

Total Ad Budget =Target # of Closed Deals per Month x Target CAC
Next, calculate the total number of clicks you need to reach your acquisition
goal. Use the formula:

Clicks Needed = Goals per Month Needed ÷ Visitor to Goal Conversion Rate

Once you’ve sorted those two metrics out, determine a target cost per click
based on average customer lifetime value and the number of closed deals that
you’d like to achieve per month. That formula is:

Target CPC = Total Ad Budget ÷ Target Clicks per Month



EDUCATING AND MOTIVATING PROSPECTS



The final phase of SaaS demand generation boils down to your approach to content
strategy. It’s important to consider where in the buyer’s journey your prospects
are and match that with content most relevant for them. Otherwise, you can waste
time creating a piece of content that’s unlikely to convert into actual revenue.

Most companies tend to prioritize creating their content in this order:

Top-of-funnel topics → Middle-of-funnel topics → Bottom-of-funnel topics

We think it’s more effective to do the opposite:

Bottom-of-funnel topics → Middle-of-funnel topics → Top-of-funnel topics

Attack bottom-of-funnel topics first. Doing so enables you to serve prospects
who are already searching for a solution to the problem you solve.

Bottom of the funnel content attracts audiences that are actively looking to
purchase a product like yours to solve their problem. This means they’re much
more likely to convert than a prospect that is just learning about their pain
point.

The buyer awareness matrix is a diagram we created to illustrate the types of
content that fit each level of a prospect’s problem/solution awareness level.

We use it to prioritize the type of content we create. So we begin by targeting
content in the product aware stage (comparison pages, case studies, use case
pages, etc.) as they are most likely to convert. Then we move up the funnel to
solution aware content (calculators, buying guides, etc.) and then problem aware
and finally unaware.

Below we’ll discuss the different types of content at each stage of the buyer
awareness journey in more detail.


BOTTOM-OF-FUNNEL CONTENT

Bottom-of-funnel topics may show little to no search volume, but have much
higher conversion rates. Examples of good BOFU content include:

 * Comparison pages demonstrating how your software stacks up against your
   competitors.
 * Alternative to pages inserting themselves into the conversation of other
   options your competitors’ customers might consider.
 * Product pages describing the category of the product you deliver or the
   solution that your target prospect might search for.
 * Use cases covering specific actions your ideal customers take while using
   your product.
 * Case studies demonstrating the results you’ve helped other customers achieve.
   Prospects who read case studies are at a point where they have genuine
   interest in your offer, but need assurance before they buy.


MIDDLE-OF-FUNNEL CONTENT

Middle-of-funnel content, on the other hand, has medium search volume and medium
conversion rates. The most common kinds of MOFU content are:

 * Interactive tools giving prospects a preview of what you offer without
   requiring a full commitment to a trial or demo. Some examples are
   questionnaires or calculators.
 * Marketing intelligence pieces establishing the business case for your SaaS
   product. They provide prospects with the information they need to get
   decision-makers to sign off on purchasing your product.
 * Product tour pages similar to proxies for demos and best for companies that
   offer more than one product.


TOP-OF-FUNNEL CONTENT

Finally, top-of-funnel content focuses on keywords with the highest search
volume, but lowest buying intent. These pages and blog posts often land the
lowest number conversions. Examples include:

 * Expanded list posts and expert roundups, which are great for prospects first
   learning about the problem you solve.
 * Ultimate guides about certain topics that connect to the core use cases of
   your product.
 * ‘How to’ narrative content that explains how to do something in the context
   of your product’s features.
 * Opinion and thought leadership pieces that grab the attention of your target
   audience by expressing a contrarian perspective. One side of readers will
   share these pieces because they agree with you, while the other will engage
   with them because they disagree.


CREATING EFFECTIVE CONTENT UPGRADES FOR LEAD GENERATION

Many companies struggle to create quality content upgrades that their visitors
actually want. Weak lead magnet offerings include:

 * Newsletters, which are often too general and not interesting enough.
 * Webinar recordings, which many people perceive to be either boring or too
   long.
 * White papers, which often come across dry and not useful.

Effective lead magnets have four qualities. They’re simple, actionable, goal
oriented, and easy to consume. For example, a list of common mistakes your users
make before they buy your product can help your prospects understand what
they’re doing wrong and what needs to be fixed.

Essentially, a lead magnet is just a low tech form that shows how your SaaS
solves a particular pain point and a problem. So it could be an Excel sheet or
calculator that solves some pain point your audience faces.

Often, it’s a precursor to a more powerful feature that your product offers.


NURTURING WITH LIFECYCLE EMAILS

Once you have the prospect’s email, you have to engage them to continue moving
them further through the customer journey. Otherwise, they’ll disengage and
likely leave for a competitors’ product.

The most effective method we’ve found to engage prospects is to send lifecycle
emails.

For example, here’s what a lifecycle email sequence looks like for a trial-led
B2B SaaS:

 * Email 1: Personal Welcome Email From Your Founder
 * Email 2: Proactive Support Email
 * Email 3, 4, & 5: New Lead Sequence
 * Email 6A: Unconverted Trial Email
 * Email 6B: (Converted Customer): Converted Trial Email

This form of nurturing is highly effective as it’s personal (it goes directly to
their inbox) and all of these prospects have already raised their hand and shown
interest in your product. You can also segment your list to send them
appropriate content depending on the lead magnet they selected.

As an added bonus, it’s relatively low tech and costs next to nothing (just the
email marketing software and the copywriter to write the initial sequence).

However, your existing prospects aren’t your only opportunity for increasing
revenue.

As we discuss in our B2B SaaS re-acceleration strategies, you can also nurture
existing customers by showing them how to use the product more effectively so
that you can increase their LTV. You can also send them occasional upsells to
further increase their LTV.

Lost prospects and even churned customers are also great outreach opportunities.

Many of them churn simply because they didn’t need the product at that time or
their budgets were cut. If you reach out to them at the right time, they may
come back and sign up for your product again.


FORECASTING & REPORTING

Once you have a strategy in place, it can be tricky figuring out how to set
realistic goals, and determine the quantity of resources you’ll need to execute
your strategy.

Specifically, you’ll have to answer questions like:

 * What goals you plan to accomplish
 * The timeline
 * The budget required
 * Channels you’ll leverage based on current pipeline metrics

To answer these questions, we build out detailed marketing forecasts.

Specifically, we model out several different scenarios (do nothing,
conservative, realistic, optimistic) that show where you’ll land depending on
the strategic decisions you make.

You can use our B2B SaaS marketing funnel forecasting template to model out
various scenarios for your own company.

This data also gives you the data you need to accurately estimate what you can
achieve with the allotted time and resources and therefore win the budget you
need from stakeholders if there isn’t any reliable data to show that the
strategy you’ve established can produce the predicted results.


TAKE THE NEXT STEP TO BUILD A DEMAND GENERATION FLYWHEEL

Building a demand generation flywheel for your SaaS business isn’t easy — but
it’s necessary if your company is struggling to continuously generate qualified
leads. Once it starts spinning, the system can be leveraged over the long term
for continuous results.

Remember to always place the customer at the core of your flywheel-building
process. Think about how you can address their problems through the blog posts
you write, pages you create, and lead magnets they can download.

Use all the tools we’ve covered in this article to not only communicate the
value of your SaaS product, but to also foster a connection with prospects. When
you do, you can convince them to know, like, and trust your company as a
solution to their struggles.

Looking for some help creating demand generation programs for your B2B SaaS
company? Get your Free Marketing Plan today to learn more.



What you should do now

Whenever you’re ready…here are 4 ways we can help you grow your B2B software or
technology business:

 1. Claim your Free Marketing Plan. If you’d like to work with us to turn your
    website into your best demo and trial acquisition platform, claim your FREE
    Marketing Plan. One of our growth experts will understand your current
    demand generation situation, and then suggest practical digital marketing
    strategies to hit your pipeline targets with certainty and predictability.
 2. If you’d like to learn the exact demand strategies we use for free, go to
    our blog or visit our resources section, where you can download guides,
    calculators, and templates we use for our most successful clients.
 3. If you’d like to work with other experts on our team or learn why we have
    off the charts team member satisfaction score, then see our Careers page.
 4. If you know another marketer who’d enjoy reading this page, share it with
    them via email, Linkedin, Twitter, or Facebook.

 * 
 * 
 * 
 * 

Get B2B SaaS Marketing Tips

Get updates delivered directly to your inbox.

Email*



Get Your SaaS Scalability Score™

How well can you scale your B2B SaaS company using these 9 revenue accelerators?

Get Your Assessment



Get SaaS marketing and growth updates

We email every monday with smart growth strategy ideas. Almost no promotion.
Just value.

Email*



Your privacy is our policy. We will not share your email.

About Us
 * About Us
 * Start Here
 * Our Origin Story
 * The Ideal Agency
 * The Ideal Client
 * The Ideal Teammate
 * Agency Comparison
 * Compare Agency to In-House
 * Compare Agency to Marketing Consultants
 * Frequently Asked Questions


Free Resources
 * SaaS Marketing Templates
 * Our Methodology
 * The SaaS Marketing Blog
 * SaaS Marketing Bites Podcast
 * Insider Marketing Podcast
 * SaaS Marketing Resources
 * Top SaaS Marketing Agencies
 * B2B SaaS Marketing Course
 * The SaaS Demo Booking Blueprint™
 * SaaS Marketing Newsletter

Contact
 * Contact
 * Careers
 * Get a free marketing plan
 * Are You a PE Partner?

 * 
 * 
 * 

Ⓒ 2024 Powered by Search. All Rights Reserved.

 * Privacy Policy

 * 
 *