The Ultimate Guide to SaaS Inbound Marketing & Lead Generation

Building from the base starts with defining your ideal customer. As a SaaS company, you already have an understanding of this customer as you built your solution to solve the problems for specific users. In the marketing world, this person is known as a buyer persona.

From the uses you know of to some that you don’t, we’ll cover what businesses and marketers are doing with landing pages today. Included here are many best practices and suggestions for how to get the highest ROI out of the landing pages you create while exploring the variety of ways they can contribute to your business.

Once you've decided on your buyer persona and the structure of your sales funnel, you'll want to make sure you've created effective content to feed targeted prospects into the funnel. Which type of content you choose to create will depend upon your service and your buyer persona.

Even as you're building up your content, you'll need to find the most effective ways to share that content.

We've found the best way of sharing your content with viewers at the top of the funnel and attracting the attention of the search engines, visitors and, more importantly, repeat visitors is to create a content hub. A content hub is a niche resource center full of helpful content focused around problems/challenges your potential customers are trying to solve in a specific area.

Assuming you've done all of your SEO optimization due diligence and taken care of broken links and all that fun stuff to keep your website fresh and appealing to the search engines, you still don't want to rely solely on their search algorithms.

Through content amplification, you'll drive more traffic to your website, which in turn makes it more appealing to organic traffic. Just as you made a deliberate effort to create content based upon your buyer persona and the buyer journey, you'll need to put the same effort into content amplification to succeed.

Another important component of the inbound marketing framework for attracting high quality leads to your content is through syndication. This involves republishing your content on sites such as LinkedIn Pulse, Medium, or Quora.

Remarketing allows you to stay in touch with a highly coveted group of people: those who have visited your website already. Maybe they didn’t share lead information with you during a previous visit(s), but through remarketing you can re-engage them and increase your chances of capturing them as a potential customer.

Every piece of content you create should contain a strong call to action or even multiple calls to action. A call to action is simply a way of asking a visitor to contact you or access a free offering.

According to Gleanster Research, only 25 percent of leads are legitimate buyers ready to take action now and should be advanced to your sales team. However, 50 percent of leads are qualified but are not ready to buy at this point. Those are the customers who you don't want to exit your funnel, nor do you want them hanging in limbo. This is where your marketing team needs to adopt a lead nurturing strategy.

According to Salesforce research, companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent of the cost.

Finding new customers costs 4 to 10 times as much as retaining existing customers, so now it's time to delight your new customer and turn them into a repeat customer.

Every business is bound to lose some customers, but your role now is to make sure you reduce that churn rate by amazing your current customer, keeping them as a customer, and even turning them into brand ambassadors.