businesses that source more than 40% of their leads from their digital marketing experience higher rates of conversion to actual sales.
In the B2B tech industry, lead generation is the central focus of your website performance. The market is always in motion, and your company must ensure its site follows the latest best practices to stay competitive.
Fundamentally, your company’s website should offer a frictionless experience that breaks down the barrier between what your prospects need and the services you provide. A site designed to fuel lead generation directly impacts your ability to find new customers, increase revenue, and secure a future for your business.
It’s not enough if your priority is to simply generate any leads for your business. You need quality leads to deliver the most return on your marketing investment.
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Why Lead Generation Is So Vital to B2B Digital Marketing
Paid media ads and page-topping search performance can’t deliver the conversions you need on their own. You need a strong website that will connect with prospects in a way that’s authentic to your brand and builds trust with your target audience.
According to Gartner, businesses that source more than 40% of their leads from their digital marketing experience higher rates of conversion to actual sales. Digital has an unmatched reach, and driving engagement through your content enables you to capture prospects researching for solutions who would otherwise be untapped. As the marketplace has grown more competitive, 58% of business leaders have indicated lead generation is the greatest challenge they face.
Among software-as-service (SaaS) companies, this pressure is only multiplied. The SaaS marketplace is perpetually overcrowded, and you need to ensure your organization presents itself in a way that’s authentic and clearly differentiates your offerings from competitors.
5 SaaS Companies Doing Lead Generation Right
As your business continues to navigate an uncertain climate, you need to ensure your website always functions at its best. Lead magnets such as white papers and other gated assets enable you to nurture prospects at multiple points on your sales funnel. Plus, eye-catching CTAs that are easy to find in multiple areas ensure your users never question how to get in touch regardless of their device.
By looking to the latest best practices, your business will be better positioned to navigate marketplace changes and sustain a lasting connection with your audience. To stay aware of the latest design trends, we consistently review websites from around our industry. Here are some of the best lead generation strategies we found among companies competing in the crowded SaaS marketplace.
1. HubSpot
HubSpot provides a suite of software products that enhance marketing, sales, and customer service for businesses. The company’s website underscores the value of its services while offering multiple opportunities for prospects to get in touch.
Prominent CTA Buttons
Site visitors are invited to get started using HubSpot for free or request a demo, depending on where they are in the buyer’s journey. Eye-catching buttons are prominently placed in the site’s main navigation as well as the hero image sections of critical landing pages.
ROI Calculators
ROI calculators provide an engaging and persuasive demonstration of what sets your company apart. In exchange for a prospect’s contact details, HubSpot enables their audience to estimate the savings made possible with their software.
Multiple Contact Options
Your website content should meet customers wherever they are in your sales funnel. HubSpot’s contact pages provide three options for engaging with their sales team by phone, chat, or by accessing a product demo.
2. Slack
Through its widely used instant messaging platform, Slack enables better team collaboration and communication. The company’s site offers multiple opportunities to connect with prospects throughout different stages of the sales funnel.
Prominent CTAs
Slack’s CTAs invite visitors to try the platform for free or talk to the sales team. Buttons are placed prominently in the navigation as well as the hero sections of landing pages.
Chatbot Pop-Ups
The company uses a chatbot on the homepage to offer prospects the opportunity to talk with a sales representative or get a personalized demo of the platform.
Gated Content Opportunities
The website offers multiple lead magnets such as eBooks, guides, and other resources to prospects in exchange for their contact information.
3. Stripe
Specializing in online payment processing, Stripe’s platform has broad appeal across businesses of all sizes. Stripe’s website encourages visitors into their sales funnel by providing social proof and many opportunities for engagement.
Motion Graphics
Adding animated elements to your website delivers an eye-catching and memorable experience for users. Stripe includes high-quality motion graphics of their solutions on the homepage as well as solutions pages that improve engagement among prospects.
Customer Success Stories
Throughout the site, case studies demonstrate the value of Stripe’s services while allowing prospects to see themselves in their existing customers. Plus, each case study features a prominent CTA that encourages users to contact sales.
Streamlined Contact Forms
Effective UX design reduces barriers between your site and its users, and B2B companies have applied this idea to their contact forms in recent years. Stripe’s site features a frictionless registration landing page with minimal fields for prospects to complete before accessing the platform.
4. Asana
Asana’s platform helps teams manage projects and internal workflows. To ensure they generate leads through their digital efforts, Asana’s website offers a wealth of information for prospects to explore.
Gated Content Opportunities
Lead magnets such as eBooks, videos, and other insights offer key information about what Asana can do for prospects in exchange for their contact information.
Prominent CTAs
CTA buttons are clearly displayed on the hero section of the homepage inviting visitors to get started for free or view a demo. Asana also gates the view demo CTAs to gather contact information from prospects.
Plus, all key landing pages end the narrative with a highly visible CTA just above the footer. As a result, Asana’s site successfully promotes the next steps of the buyer journey.
5. Intercom
Incorporating AI with multiple support tools, Intercom provides a full customer service platform for online businesses. On their site, Intercom has made it easy for prospects to get in touch with straightforward user paths and more transparency than their competitors’ sites offer.
Reduced Barriers to Engagement
Along with featuring prominent CTAs in the navigation, Intercom assures prospects no credit card is required to view a demo. As a result, the company has removed a barrier prospects would likely expect based on their experience with competitors.
Streamlined Contact Forms
Once prospects click to start a free trial, they encounter a well-designed form that encourages further engagement. They only need to fill out one field with their email to get started.
To view a product demo, prospects face a similarly simple form that only requires a name, email address, and company size information. Consequently, Intercom streamlines lead generation in a way that understands users are short on time.
How SaaS Lead Gen Strategies Help Your B2B
Streamlining the website experience for your brand’s audience holds the key to improving lead generation for your business. Your content should not only provide a means for prospects to develop trust in your business by authentically demonstrating your brand promise. It also should anticipate their needs with multiple engagement opportunities beyond a single contact form.
You need to incorporate an assortment of resources such as testimonials and ROI calculators to prove the value of your services. Plus, you can boost engagement and create a more memorable association with your brand by adding thoughtful animations that draw your audience further down the page while serving its overall narrative.
SaaS companies recognize the steep challenges they face in a crowded marketplace, and they incorporate multiple tools to drive stronger conversion rates. In these five leading examples, companies maximize their lead gen capabilities by remaining mindful of the user journey, providing social proof, and simplifying the user experience.
If these sound like best practices your company could benefit from incorporating, we should get started.
