Insights, Marketing
founder of Rocket SaaS
Is your website getting traffic but struggling to generate leads? It’s a common problem! You can explore many areas to fix this problem, but today, we’re going to look at moving the call to action (CTA) higher up the funnel.
Before I get into that, have you listened to this week’s SaaS Marketing Weekly podcast?
I’m shocked how many SaaS businesses are terrible at showcasing their product on their website. In this week’s pod, I give 4 examples of how you can get your product in front of your ICP earlier in the sales process, which will result in more demos booked.
Listen on:
At Rocket SaaS, switching from sales pitching to consultative selling was a game changer. We may be an agency, but this hack works for B2B SaaS, too.
We changed all the CTA’s on our website from “Request a Quote” to “FREE strategy call”. Sales increased by 42% that quarter. We structure the 60-min call to be 45-mins of consulting, hearing their problems and offering advice, followed by 15-mins of sales, explaining our services and how we can help them solve the aforementioned problems.
We’re a marketing agency, but it can work for B2B SaaS businesses too, particularly enterprise or complex solutions. Not everyone is ready for a demo or trial, but they are ready for a no-obligation consultation call.
This may require the sales team to be trained in consulting or having one of the product team or founders join the call, but it will be worth it.
⚠️ Warning: Strategy/consulting calls will attract time wasters. So make sure you qualify them on the contact form. Ask questions such as revenue, company headcount, etc. Confirm this by investigating on LinkedIn and/or Companies House before accepting the call.
By the way, if you want a no-obligation marketing strategy call with me, apply here.
A common mistake that I see with low-ticket SaaS companies is trying to get prospects on a sales call or demo.
With low-ticket items, the prospect’s mindset is “I’m not spending 60 mins of my time talking to an annoying salesperson for the sake of a $20 product that I may not buy”.
If your product is below $100 per month, you need to focus on developing a free trial.
If a free trial is not possible due to onboarding complications, then you should offer a demo video recording on your website.
One of the main reasons prospects don’t want to book a call with you is that their time is precious. The default meeting length in most people’s minds is 60-mins.
Handle this objection by offering a 15 min intro call as one of your CTAs. Below is a screenshot from Hireful’s homepage, one of our clients.
You may be thinking, “15 mins is not long enough!”. They will stay on the call longer if they are interested, or you can book a follow-up.
No matter how good your website is, not everyone will be at the right stage of their buying journey to engage with your main CTA. This is especially common if you have a long sales cycle. So make sure you offer an alternate CTA.
Some options:
When I speak to SaaS marketers, I often hear, “My website gets a lot of traffic, but it’s mainly to the blog”. It seems obvious that you should be putting CTA’s within your blog articles. I don’t mean a button in your header navigation. I’m talking about a massive banner in the middle of your articles.
Take this example from Workio, a Rocket SaaS client. It’s a webinar CTA in the middle of a blog article on a similar topic.
I’ve offered you some solid suggestions in this newsletter. But you won’t know what works best until you A/B test the ideas. Thankfully, your CTAs should be pretty simple to A/B test via your CMS.
I will personally develop your marketing strategy, while my team of designers, developers, content creators and Ads experts create your
bespoke lead generation and marketing campaigns.
Want to 10x your SaaS leads?
Let’s start with a marketing strategy call 👇
Apply for your SaaS marketing strategy call
By Ryan James
Founder @ Rocket SaaS
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Insights, Marketing
Insights, Marketing
Insights, Marketing
By Ryan James
