Insights, Marketing

Increase SaaS Leads By Rethinking Your Ad-To-Sales Strategy

by Ryan James

Crafting a seamless and effective ad-to-sales strategy is more than just a task on your marketing checklist — it’s an opportunity to build trust, convey value, and set the stage for long-term relationships.

Especially when it comes to Software as a Service (SaaS), your entire approach to ad investment needs to be carefully planned to ensure that what you’re putting in, you’re getting back tenfold!

But how can you ensure that your Return on Investment (ROI) is optimised to your advantage? Our team of experts is here to help fine-tune your SaaS marketing strategy, attract new customers, and enhance customer lifetime value for your SaaS company.

Step 1: Craft a Compelling Narrative

Before you dive headfirst into advertising to promote your product or secure sales calls, take a moment to consider the bigger picture. Whether you focus on B2B SaaS marketing for new prospects or upselling to existing customers, your entire marketing strategy should present a polished overview of your business.

This means before even considering what type of ads to publish, you should focus on introducing your company, its offerings, and what sets you apart from the competition.

Here are some tips to achieve this:

• Audience Segmentation: Divide your target audience into segments based on demographics, needs, and preferences. This enables you to address each segment with personalised content.
• Storytelling Approach: Build your marketing strategy around a compelling narrative that showcases your company’s journey, mission, and how you solve real-world challenges.
• Consistency: From ads guiding potential customers to your website to sales materials aimed at supporting your sales team, ensure a consistent brand message across all touchpoints. This creates a unified brand experience that builds credibility.
• Ensure Clarity: While it’s essential to convey the value and benefits of your software, overwhelming potential customers with technical jargon can lead to confusion and disengagement. Remember, your goal is to create interest, not bog them down.

Step 2: Balance Organic and Paid Content (As Part of Your Overall Marketing Efforts!)

When it comes to crafting ads for your SaaS business, the emphasis should always be on generating leads or converting customers as quickly as possible. However, with credibility so key in the SaaS industry — balancing sponsored ads with authentic, organic content is crucial.

This is because even though paid ads will amplify your reach, organic content provides authenticity and builds trust.

Potential customers are more likely to engage with SaaS companies they’re familiar with or feel they’ve already started developing relationships with. This is why getting your name out there is just as important as targeting conversions.

By leveraging the perks of paid ads, while also crafting informative, high-value content, you can establish yourself as a SaaS leader and attract customers more naturally.

As part of your overall marketing and sales efforts, we suggest placing a focus on a content marketing strategy that includes:

• Educational Blog Posts: Publish relevant and informative blog articles addressing your customers’ pain points and offering practical solutions across a wide range of topics. This establishes your brand as an expert source of knowledge and helps establish trust and appreciation for your business.
• Engaging Social Media Content: Create diverse organic social media posts by sharing industry insights, success stories, and introducing your team as industry leaders. Engage directly with your audience through comments and messages to promote a sense of community.
• Email Campaigns: Use email marketing to share informative newsletters, product updates, and special offers. You can also use this method to nurture leads and maintain customer engagement with targeted, personalised content.

Don’t forget: As part of your organic content strategy, it’s important not to overlook Search Engine Optimization (SEO). Marketing strategies always work best when the content you create is easily discoverable, so put time into your SEO strategy for the best results!

Step 3: Streamline the Contact Process for Your SaaS Business

Once you’ve nailed down the messaging for your ads and you’ve put time into supporting them with other content, it’s time to make sure your audience is ready to take action.

With the interest of your target market piqued by good brand awareness and messaging that stands out — it’s vital to make sure leads can make contact with ease!

To ensure a seamless journey from ad engagement to contacting your sales team, follow these steps:

• Create Accessible Contact Points: Make sure your Call-to-Actions (CTAs) are easily accessible by including clear buttons or links for leads to get in touch.
• Offer a Clear Value Proposition: Speak to what your customer needs and ensure they know exactly what they’re getting when contacting your business (transparency builds trust and encourages leads to feel more comfortable in their next steps).
• Use Simple Language: Use language that’s easy to understand, even for those who may not be tech-savvy. Avoid industry jargon that could alienate potential leads.
• Ensure Mobile Optimisation: With over 59% of global website traffic coming from mobile devices in the fourth quarter of 2022, it’s crucial that your website and contact forms are optimised for mobile users.

Step 4: Enable Instant Response and Bookings

Following on from the previous point, when a potential lead expresses interest, the last thing you want is to keep them waiting.

In addition to having a dedicated team to respond promptly to queries or to arrange sales calls, we recommend:

• Setting up an automated system that acknowledges inquiries immediately and lets leads know that their interest is valued
• Leveraging online booking tools to streamline your sales call booking process, e.g. Calendly (This eliminates the back-and-forth and increases the likelihood of conversion)

Tip: Even if your ads don’t trigger instant conversions, it’s vital that your target market can access the information they need quickly if they decide to engage further with your company at a later stage. This is why it’s vital to ensure your contact information for different departments (if applicable) is always clearly displayed on your website and other digital touchpoints.

Step 5: Monitor, Adapt, and Improve Your Strategy

The digital landscape is ever-evolving, and what works today might not work tomorrow. This is why for SaaS businesses, it’s important for your sales team and marketing team (or teams!) to regularly monitor the performance of your ad campaigns, contact forms, and conversion rates.

This approach allows you to allocate resources more effectively within your marketing budget and focus on the channels that deliver the highest return on investment for your SaaS lead generation efforts.

To make informed decisions with data-driven insights, we suggest:

• Analytics Tools: Utilise analytics tools to track user behaviour, engagement, and conversion rates. Identify areas of your SaaS marketing strategies that need improvement or optimization and act fast to ensure a better ROI.
• A/B Testing: Experiment with different ad copy, visuals, and contact forms through A/B testing. This helps you refine your strategy based on real-time data.
• Leverage Different Marketing Channels: To find out what works best for your audience, it can be good to try out different platforms and monitor engagement rates for each one.

Step 6: Partner with an Expert SaaS Marketing Team

Navigating the complex journey from ad to sales call can be a daunting task, especially as a SaaS business with so much else to keep track of! That’s where the expertise of a leading SaaS marketing agency like Rocket SaaS can come in.

At RocketSaaS, we specialise in crafting custom SaaS marketing strategies that drive quality leads, maximise conversions, and elevate your brand in the competitive digital landscape. Our multidisciplinary team is dedicated to understanding your unique requirements and developing strategies that promote growth.

Book a FREE marketing strategy call today to learn more about our services and offload the burden of SaaS marketing for your business.