SaaS Lead Generation

You’ve created your SaaS company to solve a problem for your customers, but how will anybody sign up if they don’t know about it?

Many potential customers may not even know they have a problem, never mind your solution. SaaS lead generation allows you to target new customers for your business.

Finding high quality SaaS is a must for your software business in 2024. A flow of prospects can quickly turn into new sales and customers, ensuring that your business thrives.

What is SaaS Lead Generation?

SaaS lead generation involves identifying and attracting potential customers who are interested in your software-as-a-service product. The goal is to guide these prospects through the sales funnel, ultimately converting them into paying customers.

SaaS lead generation is specific to SaaS. This sometimes requires different tactics to general lead gen, meaning you will need to use tactics and techniques to attract leads relevant to your SaaS.

The Importance of Lead Generation in SaaS

Lead generation is vital for SaaS businesses because it drives revenue growth.

By consistently attracting new leads, SaaS companies can predict sales pipeline growth, improve revenue forecasting, and make informed decisions about expenditures, hiring, and product development.

There are different strategies to ensure that you are constantly receiving new prospects. These potential customers could be closed and turned into business for you.

Here at we offer a lead generation strategy with zero cost – you only pay for leads that convert. Get risk-free leads with FatRank lead generation, contact us today to find out if we can get you new custom.

Top Strategies for B2B SaaS Lead Generation

Strategy is a key component of lead generation, without it, you could waste your cash. Here are some of the popular lead generation tactics for SaaS lead generation:

Cold Email Outreach

Cold email outreach involves sending personalised emails to prospects who have not previously interacted with your business.

To succeed, know your target audience, build a targeted email list, craft compelling subject lines, personalise emails, and follow up consistently.

E-mail marketing is effective, but during the cold email stage, it can be challenging as you’ll be aiming your content at ‘cold leads’.

This is a type of outbound marketing, where you target customers based on their interests or information that you have received.

Social Selling

Social selling leverages social media platforms to build relationships with potential customers.

LinkedIn has become a place for sales and outreach in recent years. Optimise your LinkedIn profile, share relevant content, engage with prospects’ posts, participate in industry groups, and use LinkedIn Sales Navigator for targeted outreach.

SEO and Content Marketing

SEO and content marketing attract organic leads by optimising your website and creating valuable content.

Conduct keyword research, publish high-quality blog posts, eBooks, and case studies, and use strong calls-to-action (CTAs) to guide prospects through the funnel.

Solid SEO practices increase your chances of being visible to your potential customers. You can do this through a web landing page, whether that’s your homepage or another. This can be classified as inbound lead generation, where customers come to you via your website, qualifying them as ‘warm leads’.

PPC is a great way for SaaS businesses to outreach in a targeted way. This enables you to search for your customers through search engines with paid advertising, targeting those looking for SaaS services such as your own.

Paid advertising, including PPC and social media ads, can quickly boost visibility and generate leads. Use precise targeting options, craft engaging ad copy, and monitor metrics to optimise campaigns and maximise ROI.


Webinars showcase your expertise and engage prospects. Promote registration through email campaigns and social media, make the webinar interactive, follow up with attendees, and repurpose webinar content into blog posts, videos, and eBooks.

Webinars give you a direct line to your potential customers; most people joining the webinar are likely interested in your service. But you must make sure that your webinar is relevant and that the SaaS solves a problem the market commonly faces.

Affiliate & Referral Programmes

Affiliate and referral programmes give other users or industry leaders the chance to promote your service in exchange for a commission.

Affiliate and referral programmes incentivise current users to refer new customers. Simplify the referral process, offer compelling rewards, communicate programme details clearly, and provide support to referrers.

This is a great “hands-off” way to market your product, allowing somebody else with a positive experience of your SaaS to encourage others to sign-up.

Co-Marketing Partnerships

Co-marketing partnerships involve collaborating with other companies to create joint offers and reach wider audiences. Identify complementary businesses, host joint webinars, cross-promote on marketing channels, and track lead-sharing policies.

This is a type of networking for businesses, and even if you don’t directly close some of the customers that see this, it’s an effective method to get the name of your brand out there.

AI Chatbots

AI chatbots engage website visitors 24/7, providing personalised interactions and pre-qualifying leads. Use chatbots to answer common questions, showcase valuable content, and collect lead information conversationally.

One of the worst things you can do is leave a customer unanswered and that’s where chatbots come in useful for SaaS companies, you can install a chatbot to answer a customer instantly.

You will be notified when a live chat is in action, and if you feel that you need to intervene or have a question to answer, you can do so when you wish.

Types of SaaS Leads

There are different ways to qualify leads for SaaS leads, here are the different types of qualified SaaS leads.

Information Qualified Leads (IQL)

IQLs are cold leads at the beginning of the buyer journey. They have interacted with your top-of-funnel content, such as blogs or eBooks, and provided contact information in exchange for valuable content.

An example of IQL could be receiving information on a group, maybe they have shown interest in a similar product before, and you decide to send out a cold e-mail.

Marketing Qualified Leads (MQL)

MQLs are warm leads in the consideration stage. They have shown continued interest in your product through actions like attending webinars, downloading whitepapers, or engaging with your content.

Warm leads are quality leads, as the prospect has already shown interest in what you do.

Sales Qualified Leads (SQL)

SQLs are hot leads in the decision stage, ready to make a purchase. These prospects have interacted with your sales team and are considering your SaaS product as a solution to their needs.

Hot leads are the best of the bunch, almost ready to purchase it takes a lot of skill and strategy to know when to prompt and when to allow your potential customers space to make a decision.

That’s why ensuring the right lead generation agency is a must, find more leads with the best strategies using our guide.

Tools for Effective SaaS Lead Generation

Looking for a helping hand with your lead generation?

Here are some useful tools for your lead generation tasks, ultimately taking the load off you:

Saleshandy for Cold Email Outreach

Saleshandy helps automate cold email campaigns, schedule follow-ups, and find verified prospects, enhancing your outreach efforts.

Ahrefs for SEO & Content Marketing

Ahrefs is an SEO tool that helps optimise your content strategy, identify high-value keywords, and track content performance.

EverWebinar for Hosting Webinars

EverWebinar allows you to create automated webinars, schedule sessions, and engage with attendees, providing valuable content to prospects.

Drift for AI Chatbots

Drift’s AI chatbots engage visitors, answer questions, and qualify leads, ensuring continuous interaction with prospects.

LinkedIn Sales Navigator for Social Selling

LinkedIn Sales Navigator offers deep insights into your target market, helps identify decision-makers, and integrates with CRM for streamlined outreach.

Measuring the Success of Your Lead Generation Efforts

Gaining leads is pointless if they’re not put to use. To judge the quality of the leads you’re receiving, you’ll need to measure their success.

Key Performance Indicators (KPIs)

Track KPIs like conversion rates, cost per lead, lead-to-customer ratio, and overall ROI to measure the effectiveness of your lead generation efforts.

Tools for Tracking and Analytics

Use marketing automation software, CRM systems, and analytics dashboards to monitor and optimise your lead generation strategy.

Common Challenges in SaaS Lead Generation

Lead generation in SaaS doesn’t come without its problems; here are some common challenges.

Identifying the Right Audience

Defining your ideal customer profile (ICP) is crucial for targeting the right prospects and generating high-quality leads.

Creating Engaging Content

Producing valuable, relevant content that resonates with your audience helps attract and retain prospects.

Budget Constraints

Balancing lead generation costs with budget limitations requires careful planning and optimisation to achieve the best results.

Frequently Asked Questions

How to find SaaS leads?

Connect with your target audience on relevant social media channels, utilise email marketing, implement a referral program, and leverage Product Hunt.

  • Connect on Relevant Social Media Channels: Engage with your target audience on platforms like LinkedIn, Twitter, and industry-specific forums. Share valuable content and build relationships.
  • Utilise Email Marketing: Reach potential customers with personalised, value-driven emails. Tailor your campaigns to address the specific needs and pain points of your audience.
  • Implement a Referral Program: Create a referral program to incentivise existing customers to recommend your SaaS product. Offer rewards such as discounts or free features.
  • Leverage Product Hunt: Showcase your SaaS product to a community of early adopters and tech enthusiasts. Engage with the community and attract high-quality leads.

How to generate more SaaS leads?

In the SaaS industry, continuous value delivery is key to generating more leads. The transition from sales to customer service is crucial, as SEO, e-mail marketing, effective onboarding, customer support, and ongoing marketing engagement transform new customers into loyal brand ambassadors.

These satisfied customers are more likely to recommend others, making lead generation easier and more efficient.


Effective SaaS lead generation involves a multi-channel approach, combining strategies like cold email outreach, social selling, SEO, paid advertising, and webinars.

Lead generation is vital in all industries, especially SaaS, if you’re a start-up or in need of new sales, then we’d advise you to start looking at a cost effective strategies for picking up prospects.

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