Are you a B2B SaaS enterprise looking to generate leads but unable to funnel your marketing efforts? We understand how challenging it must be for you to generate leads. People know and acknowledge the benefits of SaaS. However, leads would be hard to come by, especially given the fierce competition. In a situation like this, you cannot rely on conventional methods but think differently!
As a B2B lead generation company in India, we see account-based marketing (ABM) as an effective strategy. That’s because it helps you identify high-value accounts and stitch your marketing strategy around them. It is a proven SaaS marketing strategy that drives value for B2B SaaS enterprises as well. So, let’s see how you can make the most from ABM to drive leads for your business.
Approaching Prospects Effectively – Steps in ABM B2B SaaS Lead Generation
Let’s look at the steps involved in ABM B2B lead generation.
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Identify and Define Profiles
ABM lead generation is like spearfishing. You catch only what you reckon has a high potential to convert. But to know what will convert, you should identify ideal business profiles most likely to buy your SaaS offerings. It requires employing various qualitative and quantitative methods to collect vital insights about them.
An important step in ABM lead generation is building profiles. It involves interviewing actual customers, preparing surveys and feedback forms, and asking existing customers to fill them out as accurately as possible. Next, compile the data to identify and discover key features of ideal target companies. It will help you know who to target. The workaround will help you target low-hanging fruits. Later, you can use your survey insights to refine your target market.
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Listing Target Accounts with Conversion Potential
The next step is listing target accounts with a high potential for conversion. It may appear straightforward. However, it can turn challenging, especially if your SaaS product meets the needs of a broad category of businesses. In this case, you will have to use multiple channels to create a list of target accounts with a high conversion potential.
To do so, you will have to research extensively across private and public databases. While scanning databases, you can also use sales platforms like Twitter, LinkedIn, Facebook, and other business directories. You will have to put in a lot of manual effort while identifying accounts and preparing a list from it. Of course, it will take some time. However, it can reap fruits in the long run.
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Connect with Decision-Makers
You cannot merely rely on the list of companies. It is people who run companies. Again, you cannot just connect with anyone at any level. You need high-level contacts that include decision-makers. Know more about them to be able to market your product more effectively. These insights will simplify your work and help you connect with the right people driving the show and who knows what their organization wants. In cases where they don’t, educate them, point out their pain points, and emphasize enough to make them feel the pinch of not addressing them.
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Create Personalized Content
Now that you’ve identified the right people, create personalized content to approach them. It can include designing personalized emails, writing thought leadership posts, providing industry insights relevant to your business, and creating product-specific landing pages, detailed guides, case studies, incentives, whitepapers, etc. The idea is to deliver insights that enlighten the decision-makers and encourage them to connect with you and listen to your proposition.
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Choose the Right Medium
Communication channels have evolved and proliferated a lot in recent years. Hence, today, we have more mediums of communication than ever! While that’s good, it can prove overwhelming and all the more confusing.
In situations like these, try to keep it as simple as possible. Use ABM-oriented channels like emails, phone, and LinkedIn.
As for LinkedIn, it helps you send personalized messages and gives a human touch to it with your photo and profile. People love to connect with human beings and not bots. So, LinkedIn proves useful. On the other hand, you can also send cold emails that are free and can be sent to thousands. Same with cold phone calls, which, in particular, allow you to have personalized conversations.
No matter the medium you choose, as a company for B2B lead generation in India, we recommend emphasizing the value while communicating with people. Value in the form of tangible returns impresses and engages more. Focus on each conversation and try to make the most from it with no false promises but solid and realistic commitments.
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Nurturing Your Prospects
Never let a hard-earned prospect leave you only because you did not do enough to retain them. Stay connected with them and nurture them. Provide them with necessary resources that further emphasize the need for a SaaS product. Not everyone you identify will show immediate interest in your offerings. Some will want to know more about them. Accordingly, provide them with the resources they need and allow them to enroll in your automated mailers to help them understand your offerings better and help them make an informed decision.
Final Words
The above generic guidelines can help you envision an effective strategy to drive ABM B2B SaaS lead generation. But there’s much more to the above. To leverage that, you need the best lead generation company In Mumbai.
Partner with DemandFluence for strategies to help you optimize the impact of ABM B2B SaaS lead generation. Our strategies stem from a careful review of your offerings and the outcomes they deliver. Accordingly, our experts help you deal with everything from segmentation to nurturing leads, incentivizing referrals, and more to help you enhance your lead journey and drive it to a potential sale.
Email us at hi@demandfluence.com to explore more about our ABM B2B lead generation strategies in India and how they can help you maximize value.
