fb-pixel B2B SaaS Lead Generation: Numbers vs. Quality - Lead Generation
Select Page

B2B SaaS Lead Generation: Numbers vs. Quality

Quality check

Lead generation in the B2B SaaS industry is crucial to sustaining the cut-edge competition. Glancing the data on the current state of the lead generation process it is found that 53% of marketers mentioned that half of their budget is allocated to the lead generation process. 68% of the B2B business agreed upon leveraging strategic landing pages for lead generation. 

But even though lead generation is an integral part of the SaaS business's marketing effort, yet the crowd in the B2B universe is finding it increasingly challenging. 63% of marketers have recognized lead and traffic generation as their top challenge. And going more in-depth to the stats, it is seen that 80% of marketers bought out that lead generation efforts are only slightly or somewhat practical.

But adapting to the changing B2B landscape and adhering to sectile strategies, marketers remain hopeful. However, in the process, often, the SaaS business hovers around the confusion, where to put the focus, the quality of leads or the quantity? If you are hanging upon the query, read the articles to get your answer. Let's get started:

How To Generate Better Leads: Quality Vs. Quantity

Typical marketing and sales strategies cast a net for lead quantity to catch as many leads as possible. Usually, it is prioritized to attract massive numbers in a lead generation campaign. The idea infused behind the focus on quantity over quality is that a higher number of leads brings higher sales. SaaS businesses can convert them into paying customers, pushing them to the bottom of the sales funnel. 

But with the changing SaaS market scenarios, the view toward lead generation has changed. Going by data now, 70% of business owners go for quality leads rather than simply focusing on the high number of leads. In the current trend of lead generation in the SaaS sales process, marketers appreciate more on ring qualified leads, as these prospects have a higher probability of purchasing a product. When you focus on the quality leads, it's easier to push them down to the sales funnels compared to the top of the funnel leads. It saves time and saves the sales team's efforts, especially when SaaS sales already have an elongated sales cycle. 

However, the primary challenges of finding quality leads are how well-articulated your marketing plan is and how effectively you have dispersed the tactics. To assess how stretched your marketing plans are or to get feedback on your UX/UI designs, you can conduct market research surveys using online survey research tools. Test your bullet point or the copy, A/B test your product images or assess the best time to send your marketing emails to your customers. Incorporate survey insights and feedback into your marketing mix to extricate the most from your lead generation tactics to draw quality leads.

The key take in terms of quality leads is that it helps you to enhance your ROI over time. But it is to be mentioned that to sustain in the fierce SaaS market competition, you need to balance leads quantity and quality. And for that, along with tracking your KPIs and analytics, you should focus on testing and adapting activities for a continuous optimization process. 

Defining Quality Leads

Are you hovering over the cloud of confusion about what precisely is a quality lead? Unveiling quality leads, meaning the attributes found are that these leads hold a clear intent to buy the service or the product; they also hold the authority & the buying cash. But for marketers, it's crucial to understand that 'buying intent' doesn't signify clicking on advertising or filling up a form. Rather than find out the quality leads, marketers require the skills to differentiate just by handing over the information and the intent of buying.

Quality leads are prospective buyers from your target market who are already lured by your set parameter. Their intent of buying is based on their digital behaviour, activities, and engagement and interaction with your brand. You can measure lead quality via the method of lead scoring. In this method, the prospects are ranked based on a scale representing the leads' perceived value to your SaaS organization. The score offers you insight on which leads to being prioritized and what type of engagement is apt for the leads. You can use the best Instagram hashtags, create Facebook ads, and implement other strategies to generate leads through social media as well. 

Notable is that assessing the user data is an integral part of finding quality leads. And you also need to pay heed to your site visitors' behaviour. Also, keeping a tab on the pages they have visited, time spent, and how they find the page is a wise step to get in-depth insight while you look for quality leads. 

SaaS

Leads Quantity Vs. Quality: Insights On ROI

While we glace on the leads numbers vs. quality, one of the significant aspects to gauge is how you are going to measure your lead generation effort for the SaaS products. The answer is Return on Investment or ROI, as when you have a high ROI, that denotes that your investment is driving the result. Businesses can opt for tactics that enrich ROI for lead generation efforts, such as blogging or content marketing. 

If your efforts are focused on gaining quality leads, the chances of the prospects becoming your customers are high. Also, the resources you spent on the lead acquiring process pay you off well when the leads become your paying clients. Besides, concentrating the quality leads further enriches the customer's lifetime value via nurtured relationships. And its result is the establishment of a loyal base of customers that propel the ROI over an extended period. 

Additionally, when you are laser-focused on lead quality, your resource expenditure should shift to the target leads. Even though the total volume of leads gets affected, you are more focused, more targeted, and highly defined. Though you may have gotten lesser leads, your resources are distributed efficiently that can bring you the bucks you are looking for. 

In the vertical markets, if you are dependent on the systems management technologies, opt for out-of-box integrated solutions that offer time, cost, and resource savings features. In the current economic climate, it is imperative that companies remain cautious with technology budgets. To save resources in the IT spectrum, you can rely on the endpoint management and security solution as they eliminate the need for an extensive IT infrastructure and automate the endpoint management & security tasks.

But amid all these views, another POV to be added is how important lead quality is and what's the ROI? The method of generating quality leads starts with the number of enough leads in your bucket. Here the importance of lead quality comes into the scenario. You need to play the number game sometimes to bring more lead generation opportunities. More numbers can help to have more chances to win. And often, morts marketing and sales team efforts focus on bringing the volume of leads. And the point can not be nullified at once.  

Based on the current circumstances of your SaaS businesses, you need to prioritize quantity over quality if you are in the initial stage of the business cycle. Because for the brands with less brand awareness, gathering insights on more targeted audience data is critically challenging. 

Besides, focusing on the quantity of the leads is also your game if your company offers a less expensive product and has a minimum marketing sales budget. If you have a low-cost sales method that is helping you to scale, adopting a strategy for generating a high volume of leads is a more viable option for you. The gist is without having lead quantity and worrying about lead quality, there's no point.   

Final Thought: Achieving A Balance

Quality and quantity of leads go hand in hand. It is vital to remember that even though there are trade-offs in defining which to adopt; lead number or quality, note that one cannot function without the other. Focusing on quantity is always required to boost the number of sales conversions. And one needs to prioritize lead quality when the business has reached a stage in the lather of maturity. In a way, it reduces the cost and propels the ROI. 

For your SaaS business growth is essential to achieving the best balance between prioritizing lead quality vs. lead quantity. You should adopt tactics such as testing, implementing, monitoring, and analyzing to assess the requirements and accordingly develop a formula to drive desired results for your company. Marketing and the sales team must work together to set the criteria for lead quality assessment aligning to business goals, and an evasive strategy should be weaved to draw leads quality to propel the business forward.

To find a point to balance quantity and quality, drill down the analytics. And note that there is always room to improve and keep testing & evaluation by your side to maximize the efficacy to bring maximum ROI from the lead generation efforts.

Bio: Growth Manager

Padmaja Santhanam is the Growth Manager at FirstPrinciples. She manages all inbound business development & outbound prospecting pipeline building strategies. Padmaja is actively working with the marketing & sales team to achieve the defined targets. Besides, she leads the other managers of Sales Development. Padmaja has decades-long experience in Business Analysis, Project Coordination, and Project Management.


About the Author

author_image

Shahid Shahmiri, Digital Marketer

Shahid Shahmiri is a digital marketer by profession. He helps online businesses to grow with smart marketing tactics to achieve better sales and leads. He is passionately focused and driven to grow businesses online and can manage the marketing and lead generation process with proven tactics and experiments. Shahid is accountable for analyzing marketing, SEO, growth and dealing with all promotional and media channels.

See Related Article

Growth Insights

Growth Insights

10 Marketing Techniques to Attract Students

Psychologists state that our behavior is influenced by hundreds of the psyche’s cognitive features.

5 minutes read

Growth Insights

Growth Insights

LeadGen App Co-Founder Christopher Lier Interviewed by GoodFirms.co

LeadGen lead generation system caters to various industries and businesses.

5 minutes read

Growth Insights

Growth Insights

6 Ways AI is Shaping Modern Marketing

How AI imitates the human minds in learning and problem-solving.

5 minutes read

Latest Blog Post

Lead-Generation.jpeg

Data collection

7 Best Practices For Capturing Leads that Convert

Use all of these best practices to increase your lead capture conversion rates.

7 minutes read

plan-for-content.png

Uncategorized

How B2B Branding Can Help You Reach Your Lead Generation Goals

Brand awareness and lead generation are two different things, they're also closely related.

5 minutes read

NLP.png

Uncategorized

6 Ways to use NLP for effective lead management

Natural Language Processing (NLP) is both very easy and very hard to understand.

7 minutes read

LeadGen App
LeadGen App

© 2022 Copyright by LeadGen App LtdFrom London, UK