B2B Articles - July 27, 2022

Lead Generation Tips for B2B SaaS Companies in 2022

By Kaci Antoine, Content Specialist

Lead generation is a key strategy for expanding your business, and savvy B2B SaaS companies have many proven lead generation techniques at their disposal. However, SaaS companies need to target the right audience with their lead generation strategy and focus on generating qualified leads — not just bringing anyone into your sales funnel.

Learn how Ironpaper’s methodology transforms our clients' lead generation capabilities.


How do you know if you need to change your lead generation strategy?

If you find yourself in one or more of the following situations, it might be time to look at your lead generation strategy:

  • You are not generating enough leads to fill your pipeline
  • Your customer acquisition cost (CAC) is too high
  • Conversions are slow and ineffective

These issues indicate that there is either a quality or quantity issue with your current lead generation strategy — you either need to scale up your lead gen efforts or refocus them on your ideal customers.

If you’re looking for ways to generate more qualified leads and take advantage of the lead handling and nurturing processes, these tips will help you get started.

Create a repository of helpful content

A help center — a section of your website where all of the content about using your product successfully lives — is a great way to give customers information and support, build customer trust and credibility, and help them solve problems. A knowledge base can also help you demonstrate that you're an expert in your field and have resources to support your clients.

Provide live or automated chat

Chat provides real-time customer service through either automated chat flows or live chat agents. Both chat options can increase customer satisfaction and conversions as long as you provide a quick response time and a tailored experience

Studies show¹ that: 

  • 44% of online consumers want online agents to help them make purchasing decisions
  • 38% purchase solely because of chat support
  • 62% of those who used the chat feature were likely to buy from the website again

Encourage customer reviews

Customer reviews help your business in a few different ways: they can help you rank higher on search engine results pages, influence prospects’ purchasing decisions, and give you insight into your customer's experience with your product. Give your customers the opportunity to leave reviews on your website and encourage them by offering incentives like a free upgrade or first access to new features. 

Leverage the power of webinars

Webinars are a popular, effective way to educate your audience while providing value for your prospects. The best part is that they are easy to host and promote and allow you to engage with attendees. You can re-use the content from the webinar, such as a recording of the presentation or materials provided to attendees as gated content to continue generating leads.

Embrace account-based marketing

Account-based marketing (ABM) targets specific accounts likely to benefit from your products. ABM generates more targeted leads and reduces your cost per lead, making it a highly effective way to generate revenue for your business. For highly specialized B2B SaaS companies, ABM can attract and engage the most qualified buyers.

Google has reported that over 63% of all searches now happen on mobile devices, which will continue to grow exponentially in the next few years.2 If a B2B SaaS company's website is not optimized for mobile viewing, they’ll struggle to convert tech-savvy leads. 

Build a presence on the platforms your customers use

B2B buyers often use a few different platforms when researching potential software purchases. To successfully generate leads, you should know where to find them and create content that appeals to the specific people on that platform. 

Write guest blog posts

Writing guest blog posts on third-party websites can increase the visibility of your products and brand. It also helps build relationships with influencers in the industry and allows you to demonstrate your expertise. To get the most out of your guest blogging experience:

  • Make sure you choose blog topics that are relevant to your industry
  • Identify relevant blogs in your industry that have high-quality content and traffic
  • Write a timely article relevant to your target audience that positions your company as a thought leader in the industry

Create competitor comparison pages

Put your differentiators front and center by creating a page that compares your product to your competitors’. This type of content shows leads the industry's landscape in the context of how your product stands out. Use this page to show where you excel over other products or services. Provide an overview of each tool, including pricing, features, and functionality.

Show outcomes with case studies

As a B2B SaaS company, your clients are the single most valuable asset you have. Use case studies to show leads and prospects how your product has helped your clients achieve their goals and solve the pain points they experience. Case studies can help you build trust and positive relationships with leads.

Create industry-specific landing pages

If you serve multiple industries — and utilize distinct messaging for each one — consider creating industry-specific landing pages on your existing site. An industry-focused landing page can help you rank higher on relevant keywords and make finding information easier for your potential customers.

Use Podcasts To Expand Your Brand

Research shows that podcasting can be a great way to build your brand and reach more high-value prospects. For example, 44% of senior-level executives listen to podcasts, and the average listener is 40 years old.3

Here are some ways you can leverage podcasting:

  • Focus on topics that interest and appeal to your target audiences
  • Be a guest speaker on podcasts popular in the industries you serve
  • Share insights, case studies, practical information, or statistics to position yourself as a thought leader

Get referrals from current clients

Referrals from current customers are a hugely profitable source of new business. Use social media, email, and other channels to stay connected to your customers and encourage referrals. You can also reward people who recommend your product, encouraging them to send future recommendations your way. 

Leverage your network on LinkedIn

LinkedIn is the world’s largest professional network—and it’s no surprise that B2B SaaS companies use it to generate leads and drive sales. In addition to ABM strategies and inbound marketing techniques, you can use LinkedIn to

  • Join groups specific to the industries you serve to discover relevant topics and pain points
  • Build relationships with other professionals in your industry
  • Promote your content through ads and LinkedIn posts
  • Engage your followers and visitors with polls and discussion posts

Generate qualified leads for your B2B Saas company

If you’re ready to improve your lead generation strategy, these ideas can help you connect with your most valuable prospects and convert them into leads. They’ll help you focus on your most qualified leads and position your company as a leader in the industry and the right solution for your prospects.


1HubSpot, What Consumers Want to See on Company Websites [New Data],  March 19, 2021

2Statista Research Department, Mobile share of U.S. organic search engine visits 2013-2021,  Jul 7, 2022, 

3LinkedIn Marketing Blog “Who listens to podcasts – and why they matter to marketers,” October 12, 2016

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