9 Best B2B SaaS Lead Generation Strategies

Oct 9, 2023 · by Alisher Akbarov
9 Best B2B SaaS Lead Generation Strategies

As competition in SaaS intensifies, finding innovative and effective ways to attract potential customers becomes essential. In this article, we will explore successful lead generation strategies for B2B SaaS companies. From leveraging ‌chatbots to sponsoring an event, these strategies bring great results. Let’s get started!

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  1. Email outreach with an automation tool
  2. Chatbots
  3. Gated content
  4. Webinar
  5. Social Proof
  6. Podcasts
  7. Referrals
  8. Sponsor events
  9. Competitor comparison pages
    Payment flexibility

1. Email outreach with an automation tool

Email campaigns with the use of an automation tool are a powerful lead generation strategy for B2B SaaS companies. According to Campaign Monitor, Email marketing has one of the highest ROI, being 40 times more effective for customer acquisition than social media.

Graph of Email marketing being 40 times more effective for customer acquisition than social media (FB and Twitter (X))

By utilizing an automation tool, such as Mailchimp, Brevo, HubSpot or ActiveCampaign, you can streamline and scale your email outreach. These tools enable you to launch personalized and targeted email campaigns in accordance to the specific needs and pain points of your segmented audiences. Additionally, automation email tools provide valuable analytics and tracking features, allowing you to measure the effectiveness of your email campaigns and make data-driven improvements for even more effective lead generation.

How to launch an automated email campaign:

  1. Define campaign objectives.
  2. Choose an automation platform.
  3. Create personalized email content with an eye-catching template.
  4. Set up a drip campaign with automated sequences.
  5. Send the first email in the sequence.
  6. Analyze results of the campaign and make optimizations.

2. Chatbots

By incorporating a chatbot on your website, you can engage with potential customers in real-time and generate leads. According to Smart Tribune, among businesses using chatbots, a significant 55% confirm that chatbots effectively help them generate high-quality leads.

Chatbots can capture vital lead information, such as contact details and specific pain points. Furthermore, they can offer personalized recommendations, answer frequently asked questions (FAQs), and guide prospects through the sales funnel. With their ability to provide 24/7 assistance and handle multiple conversations simultaneously, chatbots ensure prompt and efficient customer service, increase engagement, and improve conversion rates.

How to incorporate a chatbot:

  1. Define use cases.
  2. Choose a platform for a chatbot.
  3. Draw up a content strategy.
  4. Sketch FAQs flow.
  5. Adjust the tone of voice.
  6. Add some visual components.
  7. Create an engaging welcome message.
  8. Double check the conversations.
  9. Push your bot live and track its performance.

3. Gated content

Marketers use gated content to generate leads by providing valuable information to prospects in exchange for essential details such as their name, email address, industry, title, and other contact information. It’s estimated that as much as 80% of B2B content marketing assets are gated.

Gated content not only helps you in capturing leads but also allows you to target your audience with relevant and high-quality information. It positions your business as a leader in SaaS and builds trust with prospects. Additionally, you can use the data collected through gated content to personalize future marketing efforts and tailor messaging to the specific needs and pain points of each lead. 

How to use gated content:

  1. Find the right content.
  2. Determine the funnel stage.
  3. Create a strong landing page.
  4. Create a thank you page.
  5. Deliver the content.
  6. Follow up with the leads.
  7. Analyze results.
A flowchart about a gated content.

4. Webinar

Webinars offer you an opportunity to engage with a targeted audience and showcase your expertise in SaaS. By providing valuable insights, industry trends, and actionable tips during a webinar, your company can attract potential customers who are genuinely interested in your SaaS product. 

To maximize lead generation, you can require attendees to register for the webinar, providing their contact information in the process. Webinars provide a platform to showcase your solutions and demonstrate how they can address the pain points of the target audience. 

How to conduct a webinar:

  1. Define objectives.
  2. Choose the topic and present a clear value proposition.
  3. Set up registration.
  4. Promote the webinar, maximize your reach.
  5. Engage with participants during the webinar.
  6. Make sure your webinar is accessible on-demand.
  7. Follow up with the participants.
  8. Build a sales funnel for your webinar.

5. Social Proof

Potential customers are heavily influenced by the experiences and opinions of others. By showing positive reviews, case studies or customer success stories, you can leverage social proof to build trust and credibility with your target audience. In fact, testimonials can increase conversion rates on sales pages by 34%, and fear of missing out can boost your conversions by 40%-200%.

There are several types of social proof:

  • Expert recommendation
  • Certifications
  • Customer testimonials
  • Third-party reviews
  • Case studies
  • Media mentions

How to use social proof:

  1. Choose a proper social proof type for your audience.
  2. Display customer testimonials on your landing page.
  3. Create case studies.
  4. Encourage customers to share their reviews on social media.
  5. Collaborate with influencers to promote your product.
  6. Highlight awards and recognition on the website.
  7. Regularly update social proof to reflect current customer experiences.
  8. Avoid fake testimonials.

6. Podcasts

Podcast listenership has been steadily increasing over the years, with an estimated 100 million people tuning in each month, with 67% of podcast listeners being between 18 and 44 y.o., and 74% of podcast listeners tune in to learn something new.

By hosting a podcast, you can showcase your industry knowledge, provide valuable insights, and interview industry experts. Consistent delivery of high-quality and relevant content helps you attract a loyal audience of potential customers who are interested in your expertise and solutions. Additionally, podcasts present a valuable opportunity to promote your SaaS product and effectively drive traffic to your website or other landing pages.

How to start a podcast:

  1. Define your podcast strategy.
  2. Decide on your podcast format.
  3. Ask your community about topics they are interested in.
  4. Invite guests.
  5. Be consistent.
  6. Put a CTA in every episode, encouraging listeners to subscribe, sign up for newsletters, or download gated content.
  7. Promote the podcast.

7. Referrals

Organic traffic from referral programs is usually more valued than other forms of marketing due to its minimal investment requirement while providing high ROI. Referrals often result in high-quality leads as they come from trusted sources and have a higher likelihood of conversion. B2B SaaS referrals bring three times more revenue than eCommerce.

Chart of Referral MArketing as a lead generation Revenue by Industry. B2B Saas $558K, Financial Services $374K, eCommerce and Retail $155K.

Creating a referral program that benefits both the referrer and the referred is a win-win situation for all parties. By focusing on delivering exceptional customer experiences, providing excellent support, and continuously exceeding expectations, B2B SaaS companies can encourage satisfied customers to become brand advocates and drive a steady stream of qualified leads through referrals.

How to implement a referral program:

  1. Decide on your program’s focus and goals.
  2. Choose the incentives to motivate customers to share. You can also offer a referral fee.
  3. Make it easy for users to share, using referral links or codes for tracking.
  4. Promote your referral program.

By strategically selecting and sponsoring industry-specific events, you can gain visibility, establish your brand, and generate valuable leads. Event sponsorship offers an opportunity to connect with a targeted audience face-to-face, building personal relationships and trust.

You as a sponsor can host speaking sessions, workshops, or networking events, positioning yourself as an expert and a leader in SaaS. By providing valuable content and solutions during these interactions, you can attract the attention of potential customers and generate qualified leads. Also, event sponsorships often include branding opportunities, such as logo placements, signage, and promotional materials, which increase your brand recognition. 

How to sponsor an event:

  1. Choose a relevant SaaS event. You can use Comfi’s Event Calendar.
  2. Research event details, evaluate sponsorship packages offered by the organizers.
  3. Determine your budget.
  4. Negotiate sponsorship terms and confirm the agreement.
  5. Provide branding materials for promotion.
  6. Prepare giveaways for the event.
  7. Actively engage with attendees at the event.
  8. Follow up with the leads.

9. Competitor comparison pages

Graph of Competitor comparison pages as a lead generation strategy, You vs Competitor.

To generate leads, you can create a dedicated page that compares your product with competitors’ ones, and differentiate yourself, showcasing your strengths to potential customers. These comparison pages highlight the unique features, benefits, and advantages of your SaaS company’s product, positioning it as a superior choice. 

By addressing customers’ pain points and showcasing how your solution outperforms the competition, you can effectively capture the attention of prospects who are actively evaluating different options. So, comparison pages generate qualified leads who have a clear understanding of the company’s value proposition.

How to make a competitor comparison page:

  1. Identify key competitors in your industry.
  2. Conduct thorough research on each competitor’s product.
  3. Determine the criteria to compare.
  4. Identify the unique features and benefits of your own product.
  5. Create a layout for the comparison page.
  6. List the features and benefits of each competitor alongside your own.
  7. Highlight the advantages of your product in each category.
  8. Include visuals like charts or graphs.
  9. Provide customer testimonials or case studies to support your claims.

Payment flexibility  

You have generated leads. Now, how to convert them into customers seamlessly? Payment flexibility is a great tool to do that. 

With payment flexibility options, your customers can purchase annual subscriptions and split the total cost into more manageable installments. Payment flexibility can drive higher conversion rates, as it provides an attractive alternative to traditional upfront payments, making your annual plans more affordable to a broader audience.

Try Comfi as a payment flexibility provider. With Comfi, you get paid upfront within 7 days, while Comfi collects the installment payments from your customers.  

By integrating payment flexibility into the lead generation strategy, B2B SaaS companies can effectively nurture and convert leads into loyal customers, ultimately driving business growth and success.


We hope our strategies can level up your lead generation. As you use these strategies, remember to continually analyze results and optimize approaches to always accommodate your audience’s needs. Effective lead generation will secure long-term success and growth of your SaaS company.

Let’s talk your revenue together
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Amal Abdullaev

Co-founder at Comfi

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Alisher Akbarov

Alisher Akbarov

Co-founder, COO

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