SaaS demand generation

SaaS Demand Generation

Demand generation is the process that creates and nurtures new opportunities for the sales team. A strong demand generation program allows the company to predictably scale the number of opportunities sourced each month or quarter by increasing marketing spend (e.g. invest $1, get $3 in return).

At SaaSMQL, we work with venture-funded SaaS startups to build a demand generation engine that engages their target accounts and converts them into qualified opportunities. We leverage intent data and marketing automation to launch and scale targeted campaigns via digital ads and direct mail.

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What is B2B Demand Generation?

Demand generation is the process of driving opportunities and revenue from companies that match the Ideal Customer Profile. This is typically achieved by going through the following steps:

1) Driving qualified traffic to the website or landing pages
2) Converting the anonymous traffic into known leads
3) Engaging leads with content or demos until they are ready to buy
4) Converting the sales opportunity into a customer
5) Expanding customers by upselling additional products or services

The demand generation team normally includes the following roles:
- Content Marketing (to create webinars, whitepapers, blogs, and collaterals)
- Marketing Operations (to setup lead funnel, lead scoring, lead nurturing, marketing automations, etc.)
- Digital Marketing (to manage ad campaigns and email marketing)
- Event Marketing (for conferences, tradeshows, meetups)
- Design (for banner ads, landing pages and other assets)

WHY YOU NEED DEMAND GENERATION?
SaaS intent-driven demand generation

The 5 Worst SaaS Demand Generation Sins

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es need demand generation
SaaS demand generation

B2B Demand Generation Channels

Choosing the right channels to drive traffic and leads is crucial for a successful demand generation strategy. Depending on the target industry and segment, channels will have a different ROI.

The most popular demand generation channels in B2B are:
- Google Ads
- LinkedIn Ads
- Facebook Ads (for retargeting)
- Email marketing
- Content syndication
- Quora Ads
- Search Engine Optimization (SEO)
- Direct mail
- Tradeshows/Conferences
- Sponsored webinars

The key is to run small test programs on multiple channels, then scale those that have the highest ROI. Keep in mind that in B2B it's important to track every marketing touch across the funnel. Certain channels will perform better as first-touch campaigns, while others will be more effective at converting leads into customers (last-touch campaigns).

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A Scalable Demand Generation System for B2B Companies

Starting from your sales funnel metrics and goals, we design a system that can generate qualified meetings and opportunities in a predictable way, month after month.

The main components of the systems are:
- You target niches
- Campaign theme and message for each niche
- Program goals (opportunities, pipeline, revenue)
- Campaign budget
- Channel selection (depending on your target niche)
- Program assets for each channel/niche
- Funnel map & timeline
- Program dashboard

Once the demand generation system is running, we optimize it on a regular basis to improve conversion rates and ROI.

Account-BASED MARKETING
SaaS intent-driven demand generation
cac analysis &
budget

We analyze your conversion rates across the funnel and create a budget based on your revenue goals.

lead
nurturing

Automated workflow to nurture prospects that are not yet ready to buy or engage with a sales rep.

INTEGRATED 
FUNNEL

Multi-channel system to engage and convert enterprise accounts across different programs (online & offline).

sales
handoff

We streamline your process to assign leads from marketing to sales, and convert them into opportunities.

LEAD 
QUALIFICATION

We build the process to score and qualify your prospects based on your Marketing Qualified Lead definition.

marketing
ATTRIBUTION

We track every interactions with your campaigns to help you understand what program is driving revenue..

Why All SaaS Companies Need Demand Generation

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es need demand generation