When you got your start as a SaaS or fintech marketer, you might have been a big fish in a small pond. But as the industries continue to experience explosive growth, that pond is growing, too… and it’s now an ocean of competitors, all vying for the same leads.
But the big fish aren’t always the smartest when it comes to gobbling up those leads. In fact, 15 percent of the largest SaaS companies in the world don’t even have a blog to lure them in. There’s a real opportunity for SaaS and fintech businesses to excel in lead generation when they have the right combination of content and strategy. But with this many fish in the sea, how do you know who the big players are? And what can you learn from them?
Here are the top six signs of stellar lead gen marketing in SaaS and fintech, so you can learn from the big fish and reel in the leads.
Sign #1: They Think Outside the Ebook
Where do your leads come from? Most marketers look to the expected channels, like SEO, social media, or blogs, but in a HubSpot survey, the overwhelming frontrunner in lead gen was “Other.” Huh? If you did a double-take at that, we’re with you. But it makes sense. Marketers who broaden their horizons and look beyond the traditional lead gen content often see higher conversion rates because they’re delivering compelling resources and tools tailored to their specific audience.
Forget ebooks and “ultimate guides,” and think about what your brand can uniquely provide to leads that address their pain points while surprising and delighting them. From quizzes to how-to videos and cheat sheets, make sure your content aligns with your leads’ most pressing needs.
Sign #2: They Swing the Gate Both Ways
This is the hot lead gen debate: to gate, or not to gate? Our response? You don’t have to choose! Skilled lead gen marketers know when to give up the goods…and when to ask for something in return. To continue with our fishing metaphor (because why not?), think of it this way: gated content is the hook, but ungated content is the bait. If you want the big catch, you’ve first got to get a nibble.
Tucking gated assets into ungated content is a great lure used by the best lead gen marketers. They may provide an ungated infographic that links to a downloadable template, or sneak a how-to guide into the end of a video. But no matter how they do it, they always understand that finding the balance between gated and ungated content is the key to keeping leads on the line.
Sign #3: They Know the Score
All leads are good leads, right? Nah. While lead volume is important, finding qualified leads is what ultimately results in conversions. And yet, a whopping 79 percent of marketers report that they have no plan, strategy, or tool to score their leads.
Lead scoring can be handled easily with the right marketing automation software, which is why it’s so surprising that many marketers neglect this element of lead generation. Of course, this isn’t the only mistake marketers make when it comes to lead gen, but tackling these challenges with a well-thought-out strategy and killer content can help brands overcome nearly any obstacle.
Sign #4: They Dig Into the Data
In your industry, the numbers don’t lie. Data is key to what you know, and when it comes to lead gen, it’s no different. A deep understanding of the data you collect is critical to finding new leads and nurturing them effectively. Analytics can also help you identify your buyer personas, understand their journey, and align content to your marketing funnel — all the key components of a stellar inbound marketing strategy.
To maximize your data, you need a CRM that delivers the insights you need. Make sure yours is up to par so you can effectively manage and nurture your leads throughout their lifecycle.
Sign #5: They Give Before They Receive
In the world of lead gen marketing, you can’t expect to get something for nothing. If you’re asking leads to pony up one of their most precious resources — their personal information — you need to make sure they’re getting something in return. And we’re not just talking about ungated content. We’re talking about the user experience you provide your leads when they first come into contact with your brand.
For nearly all brands, your homepage is where you get the most visits to your site. It’s tempting to bombard visitors with pop-ups, welcome mats, opt-ins, and data forms, but it isn’t all that effective. Just like in the dating world, trying too hard is a turnoff, and if visitors get even a whiff of desperation, they’ll be out the door before you know it. Instead, take a closer look at your homepage and evaluate how you can weave in lead gen elements seamlessly and unobtrusively. Eye-catching videos, strategically placed CTAs, and links to webinars or podcasts are all great, engaging ways to get visitors to feel comfy and stay a while. This, of course, doesn’t mean that lead gen tools are off the table. It just means that you need to find the right one that provides an excellent user experience and delivers your content at the right time, in the right way.
Sign #6: Their Leads Stick Around
Are they a viable lead, or just leading you on? You can tell a brand has an effective lead gen strategy when those leads evolve into loyal, long-term customers. But it doesn’t happen overnight. It takes careful planning and ongoing nurturing to find and keep your leads, and even more to win their business and keep them coming back.
Outlining your lead gen strategy starts with creating goals that are ambitious but attainable. From there, you have to put all the right tools in place and develop content your audience wants (and that they’re willing to give up their info for). Remember that a lead gen strategy is always a work in progress, and it will change as your personas and their needs change. Be flexible and adaptable to win over even the toughest crowd.
The SaaS and fintech pond may have gotten a lot bigger, but you can still be a big fish when it comes to lead generation. Don’t let potential leads be the ones that got away. Hook them with the tips above, and if you still need help, our lead gen experts are here to help you cast your net and bring in an impressive catch.