5 Low-Effort Demand Generation Strategies to Fuel Your SaaS Growth

Intro

For B2B SaaS brands, creating a great product isn’t enough to fuel growth for your business. Offering outstanding customer support is half the battle. This is especially true in today’s overly competitive space where customers have more options to choose from.

You need a robust strategy that will enable you to create awareness of your product to the right customers, get them to want to learn more about its features, and even nudge them to try it.

But where do you begin?

In this post, I’ll discuss 5 low-effort B2B SaaS demand generation strategies to nurture demand for your product and drive quality leads which will eventually convert into loyal customers. But before that, let’s understand a few things.

What to keep in mind before you plan your demand generation strategies

Demand generation for SaaS involves the use of various strategic marketing and sales tactics to build awareness and interest in your product.

The primary goal of demand generation for SaaS is to create and nurture long-term relationships with potential customers—by educating them (through content) about your product’s value in their business without explicitly trying to sell it to them.

If done well, an effective demand generation strategy can achieve the following results for your business:

• Help you generate awareness of your brand, product, or service among your target audience and reach new markets
• Promote your product or service and attract potential customers who have shown interest in your solution
• Build trust and credibility among your target customers
• Engage, educate leads, and accelerate the sales pipeline
• Boost revenue growth, retain, and upscale your existing customers

Typically, demand generation goes beyond traditional lead generation—helping you capture leads from both interested and uninterested buyers.

An effective demand generation process encompasses the following:

• Understanding the ideal customer profile(ICP) thoroughly
• Creating opportunities to engage the buyer persona
• Moving potential clients from MoFu to BoFu

Before you launch a demand generation strategy:

• Plan the whole buyer journey from the initial audience attraction to customer conversion
• Gather a solid team that will drive the entire demand generation process including content, demand generation, PPC, and design specialists
• Identify effective demand generation channels such as email marketing, Google Ads, SEO, and social media advertising (LinkedIn, Facebook, and more)

Once you have settled all the above, here are the low-effort SaaS demand generation strategies to fuel growth for your company.

1. Position Company / Brand / Product

The first tactic to generate demand for your SaaS is to position your brand or product in a way that makes it relatable to your target customers.

One of the low-effort demand generation strategies to implement is leveraging social proof, especially customer testimonials.

Here is how to leverage customer testimonials for your SaaS demand generation strategy:

• Display customer testimonials prominently in the homepage to make good first impression right away
• Add testimonials on pricing, checkout or landing pages
• Share customer testimonials on your social media profiles–LinkedIn, Facebook, and more.
• Incorporate testimonials into your email signatures or other prominent areas of your mailings
• Create a dedicated page on your website to display customer testimonials

Intercom, for instance, has a dedicated customer page where they strategically display real testimonials from users of their product:

Source

You can source written or video endorsements from real customers who can share their experience using your product or service.

Here are practical ways to collect SaaS customer testimonials:

• Send an email to your customers and ask them to share their experience with your product
• Create and send a testimonial collection form with questions to customers via email, social media channels, and other channels. You can also embed the form on your website to collect customer testimonials easily

You can also record customers as they talk about how your product helped them achieve their goals

Here is a recorded video where real Sendoso users share their genuine experiences using the platform:

Source

Video testimonials are more compelling than written testimonials, especially for SaaS products. So consider using a combination of text and video testimonials as well.

2 Structure Marketing Web Properties (Websites and Owned Media)

This is also another low-effort demand generation tactic for SaaS. Here, you’ll need to focus on optimizing two crucial web properties: landing pages and pillar pages.

Here are the key elements to optimize your SaaS landing pages for conversion:

• **Hero section:**This is the first point of contact with customers on your website. Use an attention-grabbing headline, attractive image, and clear value proposition. Ensure your headline communicates the benefit of your product and sparks curiosity. Your value proposition should show why your product is unique and valuable to your target customers.
• **Demo video:**Embed a video explaining how your product works to help people understand it better. This is a great idea, especially for complex software products. In product-led SaaS companies, product demos are interactive flows that guide the user through using key features and allow them to experience the value of the product firsthand. The best part is you can use dedicated tools such as Walnut.io or a Walnut.io alternative to streamline demo creation.
• **Features:**This is where you highlight what your product can do for your customers. You can also include a table comparing different subscription options or features with those of your competitors.
• **Social proof:**Next, embed social proof to generate interest and encourage users to try your product. This is where you can embed real customer testimonials, case studies, or badges of brands that have used your product.
• **CTA:**Near the bottom of the landing page, include a personalized call-to-action button that tells people what to do next. According to a HubSpot study personalized CTAs convert 202% better than generic CTAs.

Ensure you optimize the landing page for search engines by incorporating potential keywords strategically and make it mobile-friendly as well.

Here is a simple landing page by Leadpages to get you started with your own:

Source

The next web property to optimize is your pillar pages.

Here are some practical pillar page optimization strategies:

• Provide thorough, valuable content that serves as an authoritative resource on the topic.
• Use relevant keywords naturally throughout the content to improve search engine ranking. Include meta tags, alt text for images, and structured data.
• Link to related content within your website to keep visitors engaged and reduce bounce rates.
• Ensure the pillar page is easy to navigate with a clear structure, headings, and a table of contents. This helps users find the information they need quickly.

Ranktracker’s “SEO Glossary” is a good example of a well-structured pillar page:

It covers everything a beginner needs to know about SEO and is outlined in a way that you can go directly to a particular topic by clicking the hyperlinked topic without having to scroll from the start.

3. Content Strategy Driving SEO - Repurpose Existing Content

The third low effort tactic for boosting demand generation in SaaS is repurposing existing content.

**Content repurposing involves taking existing content pieces and converting them into different formats for sharing across different platforms. **

The goal is to extend the reach and lifecycle of your content without the need to create entirely new pieces from scratch. In fact, 42% of content marketers say updating the repurposing existing content leads to increased success in content marketing.

Here are ideas for repurposing content for demand generation in SaaS:

• Create remarketing content for SQLs from client testimonials
• Leverage battle cards to create competitor comparison articles
• Convert customer onboarding videos into shorter video content for sharing across social media platforms
• Convert product or performance data into stunning infographics
• Transform blog posts into email newsletters
• Create several social media posts and blog posts out of a podcast or webinar
• Turn case studies into video snippets
• Convert blog posts or how-to articles into YouTube videos

The good thing about content repurposing is that it’s not complex given that there are plenty of tools that can help you reuse and repurpose existing content.

Here is a good example of content repurposing where Visme turned one of their top-forming blog posts into a YouTube video:

You can also convert a video into a blog post.

4. Paid Marketing - Utilize Retargeting Campaigns

Getting visitors to your website can be a great milestone. But what if they don’t convert on their first visit?

According to a survey by SharpSpring Ads, only 2% of website visitors convert on the first visit.

This is where launching retargeting campaigns becomes helpful.

Retargeting is a paid marketing strategy that involves targeting ads at users who have previously visited your website or interacted with your product but did not take the desired action.

These ads are shown to users as they browse other websites or use other apps across the internet. You can target your customers with ads based on their previous interactions with your website or product–maybe they visited the pricing page and bounced back, read a case study, or tried a demo and churned.

The goal is to re-engage potential customers and encourage them to return to your website so you can guide them toward a demo.

Here is a Facebook Ad by HubSpot where they target users interested in their social media content calendar template.

5. Nurturing Clients with Automated Drip Email Campaigns

Automated drip email campaigns allow you to send targeted emails and newsletters to potential users of your product. The goal of these emails is to build relationships and educate your prospects about your offerings.

These are pre-written sequences of emails automatically delivered to a list of subscribers or potential customers over a specific period.

The emails are triggered by specific user actions. For instance, someone visits your pricing page and loiters on a particular subscription plan. The campaign sends them an email highlighting the features and benefits the plan offers.

Here are automated drip email campaigns ideas you can try:

• Lost opportunity campaign: Reach out to deals that did not close in the past
• Trial expired outreach: Inform customers that their trial session has ended and encourage them to buy paid subscriptions by providing better rates or simply reminding them to push them into the funnel.
• Send out an email when the lead signs up with product info and product videos, and put them in a drip marketing campaign
• Product walk through: Walk them through the product when they sign up for a free trial using product videos

Grow Your Business Today With Very Little Effort!

From personalized experiences to AI-driven strategies, demand generation in SaaS is constantly evolving and getting complex. Consumer behaviors are also shifting rapidly hence demand gen in the SaaS industry is becoming dynamic and transformative.

To fuel growth for your business, you need to leverage hyper-personalized and omni-channel marketing strategies to nurture relationships and convert customers.

You also need a budget-friendly yet effective SEO tool like Ranktracker that offers a suite of tools for keyword research, backlink checking, and more to stay ahead in the SEO game.