As with any SaaS organization, your annual contract value or ACV is going to dictate which strategies make the most sense to acquire customers. This means that with a higher annual contract value, you can spend more on expensive Google Ads, for example. Inbound lead generation strategies are more important for SaaS businesses with lower ACV that cannot justify the high cost of outbound lead generation. Even for a higher ACV, inbound is more sustainable and gives you more options in addition to outbound channels.

In this post we will look at six strategies that, in our experience, can successfully increase lead generation and deliver high ROI. 

1. Inbound Marketing & Content Promotion 

Inbound marketing focuses on attracting, converting, closing and delighting the prospects. The initial step is to attract prospects to your business, preferably through your site. The absolute best approach to attract people to your product is to create remarkable content. This should be valuable, actionable and intriguing content that enables your prospects do their jobs better and addresses their unique pain points and challenges.

However, as more companies continue to adopt content marketing as a strategy, this space may become increasingly crowded. Beyond creating remarkable content, you need to promote it to focused influencers and audiences. Create a content-promotion methodology that will empower you to reach your target audience at their digital watering hole, so to speak. Outline what additional resources need to be created in addition to the content itself, such as a SlideShare presentation to accompany a whitepaper for example. Incorporate this process into content production so once your campaign is finalized, all the pieces are set up for your marketing team and other individuals to appropriately share it. Keep in mind, don’t promote content just for the sake of promoting it, ensure that you are adding value to the conversation.