Leads feeling a little light? You launch a demand gen campaign, but it’s crickets from your dream clients. Instead of reeling in the big fish, you’re barely catching minnows—low-quality leads that ghost you faster than a bad date. So, what’s the move?
It’s time to level up with demand generation. Demand gen isn’t just about snagging leads; it’s about cranking up your brand’s visibility, getting your target customers to pay attention, and building hype. The more eyes you get on your brand, the better your chances of turning curious onlookers into solid leads.
Sound like what you need? Good. Let’s dive into the world of demand generation and get those prospects flocking to you.
Demand Generation Basics
Demand generation is primarily about making sure people know you exist—and not just that, but why they need what you’ve got. It’s all about catching your target audience’s eye and showing them just how much your product can level up their lives. The end game? Get them so hooked on your value that they can’t help but take action. Boom!
Here’s the fun part – we sat with Adam Statti, our Demand-Gen genius and Content Manager at RP, so he could share his favorite strategies for driving demand. Don’t sleep on these tips!
Read Blog → Comparing Demand Generation vs Demand Capture
1. Give People a Free Trial of Your Product
What it means:
Let people get their hands on your software for free—whether it's full access for a limited time or a forever-free version with just enough to hook them. According to Adam, this one is one of the most successful tactics to get conversions when selling SaaS.
Why it works for SaaS:
- They get to see your product’s magic without commitment—what’s better than that?
- It reduces risk for them and lets them explore your awesomeness at their own pace.
- Spoiler: free trials are a golden ticket to converting users into paying customers.
- You build trust by proving your worth upfront. No tricks, just value.
- Low-risk for them, high-reward for you. Win-win!
2. Teach People How to Solve Problems with Content
What it means:
I’m sorry to break the news, but your prospects couldn’t care less about your software or your brand. They care about solving their everyday problems. Ouch, I know. But that’s why you should give them educational gold—blogs, videos, webinars—that show how your SaaS solves their problems (and makes you the hero).
Why it works for SaaS:
- Solving pain points with smart content makes them say, "Whoa, they get me!"
- Bonus: it positions you as the go-to expert in your industry, not just another software vendor.
- Content that helps = trust + demand + customers ready to hit BUY.
3. Let the Product Sell Itself (Product-Led Growth)
What it means:
Design your software to be so good, so intuitive, that users don’t need to be convinced—they just know it’s right for them.
Why it works for SaaS:
- SaaS can often be self-serve, which means users fall in love with the product without a single nudge from sales.
- People get hooked by discovering value on their own. It's like a "lightbulb moment," and you’re just waiting for the switch to flip.
- The best part? It scales like a charm—fewer resources, bigger results.
4. Have a Retention Focus in All You Do
What it means:
When we focus on demand generation sometimes we forget that retention is a way more effective strategy in terms of budget. Don’t just chase shiny new customers—show some love to the ones you’ve already got and create content that solves their problems.
Why it works for SaaS:
- Recurring revenue, baby! Your business thrives when customers keep coming back for more.
- It’s cheaper to retain customers than to constantly hunt for new ones. Work smarter, not harder.
- Give ongoing value, and they’ll stick around and upgrade. Keep solving their problems, and they won’t have a reason to leave.
- Happy customers = fewer churn headaches.
5. Track Every Step of the Buyer’s Journey For Sales Funnel Optimization
What it means:
Follow your prospects like a pro detective—monitor how they go from "Who are you?" to "Take my money!"
Why it works for SaaS:
- SaaS buyers have commitment issues (aka, long sales cycles and multiple decision makers), so they’re going to hit up multiple touchpoints before making a decision. Knowing their journey gives you all the power.
- You can see which growth marketing moves lead to sales and which ones flop, so you’re always optimizing.
- Spotting bottlenecks = faster sales cycle = more 💸.
6. Ask Customers to Tell Their Friends (Referral Programs)
What it means:
Get your happy customers to shout your SaaS from the rooftops (or at least to their friends) by giving them cool perks for referrals.
Why it works for SaaS:
- Word-of-mouth? It’s the OG marketing strategy. People trust their friends more than your ads.
- Satisfied users are your best brand ambassadors—they’ll hype you up if you give them a good reason (hello, discounts or rewards).
- You get new customers who already trust you. Boom!
7. Host Webinars to Show Off Your Product
What it means:
Host live, online demos where you show off your product in all its problem-solving glory—and take questions in real time! This is widely recognized as one of the B2B marketing best practices.
Why it works for SaaS:
- Complex SaaS products often need more than just a flashy landing page. Webinars are the perfect format to deep-dive into features.
- Real-time demos build credibility, and prospects get to see exactly how you solve their issues.
- Plus, webinars = more engaged leads. You’re practically closing deals while you’re still presenting.
- 73% of B2B marketers and sales leaders say webinars are their top choice for generating high-quality leads.
8. Make Sure You Show Up in Google Searches (SEO)
What it means:
If your SaaS company doesn’t show up when people search for solutions, do you even exist? (Hint: no.) Time to get serious about SEO. You need to find the terms your target audience is typing into Google. Not just the keywords you think you should rank for.
Why it works for SaaS:
- Most SaaS buyers kick off their journey with a quick Google search. Ranking for the right keywords means you’re right there when they need you.
- Nail your SEO and you’ll attract high-intent buyers ready to swipe their credit cards.
- It’s one of the most cost-effective, long-term SaaS lead generation strategies.
9. Send Personalized Emails (Nurture Campaigns)
What it means:
Automate email campaigns that send the right content to the right people at the right time. Tailored to their needs? Yes, please.
Why it works for SaaS:
- Personalized emails get higher open rates and more clicks. (Personalized subject lines can increase open rates by 50%).
- Technology goes beyond knowing your prospect’s name nowadays, make use of it! You can personalize your emails beyond the subject line, addressing what the decision-maker is thinking about and struggling with.
- Drip campaigns keep your SaaS top of mind until your prospects are ready to commit, which makes sense for longer sales cycles like the ones we have in the SaaS world.
- You’re meeting people where they are in their buyer’s journey, making your marketing way more effective.
10. Show Real-Life Stories of Happy Customers (Case Studies)
What it means:
Tell the world how real customers use your SaaS to achieve real results. It’s like showing off your report card, but cooler.
Why it works for SaaS:
- SaaS buyers want proof, and nothing sells like real-life examples of your software in action.
- Case studies are powerful because they show that your product actually works. No fluff, just facts.
- Highlight metrics and results to make them even more compelling. Sales teams love these for closing deals.
11. Create Educational Videos
What it means:
Explain how your product works or highlight key features in videos. Because let’s face it, people love videos more than reading long, dry texts.
Why it works for SaaS:
- Adding a video to your website can increase the chance of a front page Google result by 53 times.
- SaaS products can be a little, uh, complex. Break it down with simple, engaging videos that make learning fun.
- Video content is waaaay more engaging than text, and it sticks with people.
- Share these bad boys everywhere—social media, emails, your site—you name it. You’ll cover multiple touchpoints with a single piece of content.
12. Offer Discounts or Limited-Time Offers
What it means:
Drop a time-sensitive discount or special deal to nudge new users into signing up or current users into upgrading.
Why it works for SaaS:
- FOMO is real, and limited-time offers create urgency that pushes prospects off the fence and into action.
- Discounts make your product feel like a steal, which lowers the barrier for sign-ups.
- It’s an easy way to drive conversions, especially for first-time buyers or upgrades.
Bonus: When to Look for a Growth Marketing Partner
Knowing when to bring in external expertise is key. If your team is stretched thin, struggling to optimize your demand generation efforts, or missing the technical know-how to scale, it’s time to consider a marketing vendor. The right partner can offer fresh insights, advanced tools, and the strategic direction needed to elevate your demand gen game.
Signs You Might Need a Partner:
- Limited Resources: If your in-house team is stretched too thin, a vendor can take on specific tasks like SEO, content creation, or ABM campaigns.
- Lack of Expertise: The digital landscape is always evolving, and a partner with specialized knowledge can bring cutting-edge tactics to your strategy.
- Scaling Challenges: Growing customer acquisition tactics require scaling content, campaigns, and technology. A vendor can provide the structure and support needed to handle increased volume.
- Demand Generation Tools: Having the greatest tech stack in the world doesn’t mean you have the capacity or expertise to handle it. Getting help for the more robust softwares makes sense in these cases.
A great digital marketing partner doesn’t just fill a gap—they enhance your overall strategy, offering insights and tools that elevate your demand gen game from good to great. When your goals are ambitious, but your resources are limited, the right partner can help you hit those targets.
