Lead generation for SaaS businesses: Strategies, tactics, and expert advice to increase sales

So, you’ve created an excellent SaaS product. Now, it’s time to promote it to potential customers and start selling it.

To do this, you’ll need an agile SaaS marketing and lead generation strategy. One that concisely explains why you’re the only option for stakeholders and positions your brand as an industry leader.

But where do you start?

Well, as a SaaS lead generation agency, we know the industry inside and out. After sending millions of prospecting emails (and learning a lot along the way), we’ve built a clear understanding of what gets results – and what falls flat.

In this guide, we break down how SaaS lead generation really works: the key tasks you need to get right, the tactics that separate successful campaigns from the rest, and how to build a watertight strategy that brings qualified leads to your door.

Whether your audience is made up of startups, enterprise buyers, or busy project managers, the principles stay the same – it’s all about reaching the right people, in the right way.

What is SaaS lead generation?

Lead generation as a software provider is all about identifying, targeting, and attracting customers who might be interested in or benefit from your expertise and offering and converting these people into paying customers.

B2B SaaS lead generation involves strategic digital marketing designed to engage with your people who fit your ideal customer profile (ICP), encouraging them to schedule a demo or book an appointment. This process typically includes:

• Identifying leads: Find your target audience, those who’ll benefit from your SaaS product.
• Engaging leads: Gain their interest with relevant content in cold emails, social media, content and case studies.
• Nurturing leads: Use webinars, demos and introductory offers to encourage the most engaged leads to paying customers:
• Retaining leads: Once they’re on board, it’s all about providing the best customer experience and service to build long-term relationships.

Want to find out more? Read our ultimate guide to B2B lead generation.

What are the different types of leads?

Before we start considering how to attract leads’ interest, it’s good to know what qualifies as one. There are three different types of leads, these are:

1. Sales-qualified leads (SQL): These are hot leads. People in this category have interacted with a sales representative and understand their needs and how your product can help them, making them more likely to convert.
2. Marketing-qualified leads (MQL): These are warm leads. They’ve shown some interest, e.g. by signing up for a free trial or downloading a case study/whitepaper, but they need more nurturing before committing to your product.
3. Product qualified lead (PQL): These are as hot as SQL leads. PQLs have already engaged with your product, e.g. by offering a free trial or plan. They know how your product can help them and are keen on its capabilities.

Learn more by reading our guide on MQLs vs SQLs.

How do SaaS lead generation strategies differ from lead generation strategies for other industries?

Lead gen for software providers doesn’t always follow the usual playbook, so your strategy needs to shift if it’s going to perform.

Sales cycles and customer expectations vary, and the unique nature of SaaS products also poses a challenge. Only, it’s not a challenge. It’s an opportunity to showcase the advantages and unique value of your product.

Prospective customers want to know exactly what they’re getting from a SaaS product before they buy. So, focus on offering insights through webinars and product demos.
These showcase value and build trust, helping you get some face-to-face (or screen-to-screen) time with prospective leads.

Likewise, free trials and limited access (freemium models) let prospects experience the product without purchasing.

One of the main differences between generating leads for SaaS products is that it relies heavily on digital marketing, including utilising search engine optimisation (SEO) and social media promotion on platforms like LinkedIn.

For a better idea of how SaaS lead generation tactics differ from other B2B industries, check out the table below.

Strategy	B2B SaaS lead generation	Lead generation in other
Content marketing	Heavy focus on educational, value-driven content (blogs, webinars, whitepapers, demos)	Informative content, but less product demo focus; more on credibility and expertise
Free trials and freemium models	Common and central to strategy	Not typical – products/services not easily sampled
Social selling	LinkedIn-centric for direct outreach to decision-makers	Used, but less central; more reliance on traditional channels
Personalisation and automation	Advanced AI-driven segmentation, behavioural triggers, and automated nurturing	Personalisation is used, but is less reliant on AI and behavioural data
Lead qualification	Rigorous, using frameworks like BANT, with automated scoring	Qualification is important, but often more manual or based on account size
Sales cycle	Longer, subscription-based, requires nurturing	Can be shorter or more transactional, especially in industries like manufacturing
Product-led growth	Central (product experience drives conversion)	Not applicable

What do prospective customers want from software companies?

This might not come as a shock, but understanding what prospects are looking for is vital when planning SaaS lead generation campaigns.

We already know that SaaS lead generation is different from other industries, and this difference extends to what prospective customers want.

Here are the key things to remember when creating prospect-first SaaS lead generation strategies:

1. Let the customer self-serve

   Obviously, you need to have processes in place to reach out to leads, but prospective customers must be able to take out freemium services and free trials without having to speak to anyone. Think of it like a self-service checkout with no need for cashier interactions.

2. Transparency is key

   Be clear about your pricing and make sure key policies, like GDPR compliance and security practices, are readily available. Transparency builds trust and ensures peace of mind.

3. Make onboarding easy

   We live in an age where everything’s available at the touch of a button, so your software product should be, too. Interactive guides and tutorials should be short and concise to maximise buyers’ time using (and benefiting from) the system.

Lead generation for SaaS companies: a prospecting strategy

Here’s a look at how the prospecting and lead generation process works for SaaS companies, breaking down the key steps you need to nail to run a successful campaign that actually moves the needle for your business.

1. Set SMART goals for SaaS lead generation efforts

   The first step is to define your business goals. To do this, set SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals to give your lead generation strategy a purpose.

   Instead of increasing revenue or leads, a SMART goal could be to ‘increase the number of conversions from email marketing by 20% over the next quarter’.

   These goals can also be tied to other key performance indicators (KPIs), like reducing customer acquisition costs and improving your return on investment (ROI).

   Using SMART goals ensures your lead generation efforts are measurable and effective. They also give your marketing efforts more focus and a tangible target.

   

2. Mapping your total addressable market

   When prospecting as a SaaS company, mapping your total addressable market is a great place to start. At this early point, we are only looking to contact prospects or find a little more information than the market size.

   Let’s say we have a large pool of tech companies to target with our product. We want to target any decision-maker in firms with under 500 employees, including the whole C-suite and a few other top business leaders.

   

   Without some pretty nifty software, calculating the market from that information would be rather tricky. Thankfully, we have a totally free market map generator that provides this breakdown.

   

   It also gives us the summary below, highlighting the prospects you can target as part of your SaaS campaign. If this is too big of an audience, we will work with the client to refine targeting efforts and hone in on potential customers.

   

Email marketing lead generation for SaaS companies

Before an email is sent, we must deal with the technical side of things. Continuing with the example above, sending over 158,000 emails carries a significant threat and could damage your domain reputation if your email deliverability isn’t spot on.

Once the technical set-up is finalised, it’s time to write the emails. For an in-depth guide, see our tips on how to write prospecting emails, but remember: you don’t typically convince someone to buy in the first email.

Instead, you should focus on organising a call and convincing the prospect face-to-face (or screen-to-screen).

Leave out jargon, too. While this might be challenging, you want to avoid alienating prospects by using technical terms or overcomplicating your messaging.

When’s the best time to send emails to SaaS companies?

To answer this, we dug deep into our data archive. Analysing over 2.5 million prospecting emails and breaking them down into different industries to calculate the best time to send sales emails to tech firms.

The best time to send sales prospecting emails to a tech company is between 10 and 11am on Tuesdays.

During this magical hour, we see a lead rate of 5.55%. While potential customers aren’t always as receptive as they are on a Tuesday, the 10-11 a.m. slot gets the highest lead rate on each day of the week.

IT professionals seem to knock off early (or are just too tied up by the end of the day to answer emails) as the lowest open rates are all clustered between 3-5 pm each day. Hey, they’re a busy bunch; we’re not judging!

Content marketing strategies for SaaS lead generation

In B2B SaaS, content marketing isn’t just about brand awareness – it’s a primary engine for demand generation, lead qualification, and customer nurturing.

A strategic content approach creates value at every stage of the buyer journey, moving prospects seamlessly from discovery to decision.

Here’s how to tailor your content marketing for maximum SaaS lead generation impact:

1. Create solution-led, bottom-of-funnel content

   Most SaaS buyers are looking for very specific solutions to very specific problems, so catering to this is your ticket to success.

   Focus on creating bottom-of-funnel content like comparison pages, use case guides, integration overviews, and ROI calculators that directly address these buying decisions and proactively handle objections. This type of content captures prospects who are already problem-aware and searching for solutions, making them much easier to convert.

   Examples:

   • “[Your Software] vs [Competitor]: Which Is Right for You?”
   • “How [Your Software] Reduces [Pain Point] by [X]%”

2. Build authority with high-value educational content

   Educational content still matters – but it needs to be relevant. No fluff, just high-value intel.

   Craft thought-leadership blog posts, host webinars, and produce whitepapers that help your ideal customer profile (ICP) solve immediate challenges even before they engage with your product.

   Think problem-first, product-second.

   Examples:

   • “How to Automate [Manual Process] in 3 Easy Steps”
   • “The 2025 Guide to [Industry] Compliance and How to Prepare”

   Blend this TOFU approach with search engine optimisation (SEO) to attract the right type of traffic to your site. Try to target a mix of higher-volume keywords with long-tail, niche queries that you stand a better chance of ranking for on results pages.

3. Leverage content as part of your outbound marketing strategy

   Want the best ROI from your content? Of course you do…so make it work across as many channels as possible.

   Your sales and prospecting teams can use any on-site content to warm up leads, pique their interest pre-call, and speed up deal velocity once engaged.

   Some highly effective tactics include:

   • Include relevant blogs or case studies in prospecting emails – adding value right from the get-go wins trust.
   • Share thought leadership articles when connecting on LinkedIn with potential buyers.
   • Create “lead nurturing kits” for internal use with a curated set of resources for different verticals.

   We find this type of content-assisted selling approach helps align marketing and sales, making your outreach smarter, not louder.

   Learn more about using content marketing for lead generation.

Digital marketing strategies for SaaS lead generation

Adopting digital marketing strategies is crucial for generating leads and creating a buzz around your business.

With such a huge pool of potential customers online looking for solutions on LinkedIn, you need to tap into their problems and create relevant, engaging solutions.

Host industry webinars to generate leads

Webinars are an excellent way to engage and educate potential customers while showcasing your expertise. Hosting a webinar gives you a chance to provide valuable insights that solve your audience’s problems and position your SaaS company as a trusted authority.

To maximise your webinar lead generation, optimise your landing pages to capture prospect data effectively, including clear value propositions and simple sign-up forms.
After the webinar, follow up with attendees by sending thank-you emails that include key takeaways or an exclusive offer to keep them engaged.

Webinars also offer the opportunity to build relationships with potential customers. Consider organising Q&A sessions, live demos, or thought leadership panels. Each interaction helps foster trust and encourages prospects to move further along the sales funnel.

Leverage social media and email marketing for lead generation

Social media and email marketing are essential tools for SaaS lead generation. Platforms like LinkedIn and X enable you to connect directly with your target audience, establish authority, and share valuable content that resonates with their needs.

Email marketing complements this by nurturing those connections. Through carefully crafted campaigns, you can educate leads about your product, demonstrate how it addresses their pain points, and provide case studies or testimonials to build trust.

Personalisation is paramount when using email marketing for lead generation. Tailor your messaging to your lead’s specific interests or behaviours, and include strong calls-to-action (CTAs) to encourage the next step, whether booking a demo or signing up for a trial.

Psssst…check out our complete guide to LinkedIn lead generation and tips on using LinkedIn with email prospecting to take your connection game from ‘meh’ to ‘phwoaar’.

Demand generation for SaaS providers

Outbound lead generation and marketing, like emails and PPC activity, is important for building brand awareness, but this must also be supplemented by inbound marketing, including keyword-optimised content and landing pages. 

One reason to prioritise inbound marketing is that it creates awareness and demand for your product and service. 

Create valuable resources to capture leads

In addition to giving away free content via a blog, you should reel prospects in with gated content in the form of ebooks, whitepapers, and guides in exchange for contact information.
These should provide valuable insights and showcase expertise, emphasising your SaaS company’s trust and credibility.

Optimise landing pages to maximise conversions

Your landing pages play a pivotal role in converting traffic into leads. A high-performing page will communicate your offering clearly and concisely and include a prominent, action-oriented CTA that guides users toward conversion.

Minimise form fields to lower friction and boost sign-ups. For example, only asking for essential information, like names and emails, can significantly increase completion rates.
Regular testing is crucial for improving conversion rates.

A/B test different headlines, images, and button placements to find what resonates most with your audience. With each version, you’ll gain valuable insights that lead to better performance and more conversions.

Referral and partnership strategies for SaaS growth

According to Neilsen Trust, 88% of consumers trust recommendations from people they know more than other forms of marketing. So it’s essential you’re leveraging this marketing to generate leads. 

The most common ways of doing this are by helping your clients create a buzz, e.g. by offering exceptional service and other schemes, or by collaborating with businesses also used by your target market.

Interested in using referral marketing to generate better leads? Read our guide to get all the expert tips you need.

Implement a referral scheme to drive word-of-mouth marketing

Referrals are among the most effective sources of high-quality leads for SaaS companies. By incentivising existing customers to refer your product to others, you can harness the power of word-of-mouth marketing to expand your customer base organically.

A well-designed referral program rewards existing customers, making them more likely to sign up in the future and building trust with new prospects. Referred leads are more likely to convert because they come with a built-in endorsement from someone they trust.

Keep your incentive simple and transparent. Whether it’s a discount, an account credit, or another reward, ensure it aligns with your customer’s needs and preferences to encourage participation.

Partner with other businesses to expand reach

Collaborating with other businesses in niches like yours is a powerful way to reach new audiences and generate leads. These partnerships can take many forms, such as co-branded content, joint webinars, or cross-promotional campaigns.

For example, if your SaaS company specialises in project management software, you could find a partner with a time-tracking tool to create an integrated solution or co-host a webinar on productivity best practices. Collaborations like these add value for both audiences while strengthening your credibility.

To ensure success, identify businesses with a similar target audience that don’t compete directly with your offering, providing mutual benefit and maximising lead generation potential.

How SaaS businesses should nurture leads

It’s not even to generate leads and interest in your product. To keep prospective customers interested, you need to nurture them and make sure they don’t forget about your product or service.

You do this by adding value and continuing to showcase your product’s benefits, encouraging people to convert.

If you’re not nurturing leads, their interest can wane, meaning once keen prospects disappear into thin air.

When it comes to nurturing leads as a SaaS business, you should be:

Lead scoring to understand who to contact and when. Lead scoring helps you assess the quality of leads by predicting their value to your business. It judges them based on characteristics like behaviour and demographics, so your sales team can focus on high-value leads. Read more in our complete guide to lead scoring.

Segmenting leads and utilising buyer personas to tailor messages based on user behaviour or engagement level. Leveraging buyer personas can help you refine content to address pain points and increase relevance, too. Win-win.

Taking a dynamic approach to email marketing with personalised email sequences. You can separate mailing lists by the type of leads, e.g. a PQL or MQL, to ensure messaging is hyper-relevant, guiding them through the funnel and optimising engagement.

Read our guide to learn more about lead nurturing and how to use it when streamlining your sales pipeline management.

Measuring and optimising lead generation efforts

Effective marketing strategies must include actions relating to monitoring and realigning campaigns. Otherwise, you risk ignoring valuable insights from your target market and affecting your ROI.

Track and measure lead generation efforts

Ensure you’re using analytics and tracking tools to monitor KPIs like conversion, email open rates, and lead engagement levels.

Leverage these insights to refine your approach. For example, if a particular email campaign isn’t performing, test new subject lines or adjust the content to better address your audience’s needs.

CRM and marketing platforms are big ones here. They help you manage leads efficiently, track their journey through the sales funnel, and automate repetitive tasks, leaving you more time for strategic planning.

Sales prospecting benchmarks for tech companies

At Sopro, we believe in transparency. So, we publish all of our campaign results on our site. They are anonymised to protect our clients’ business interests but are segmented by industry.

This means we can dig into the industries we entered into our market map to see what sort of lead rates and average cost-per-lead information we can expect from tech firms.

Prospecting Nanotech companies is fruitful, with a lead rate of 7.7% and a cost per lead of £26.48. Unfortunately, it’s a pretty niche market, so it won’t be applicable to many. Computer hardware earns a lead rate of over 3% and a CPL of under £70.

At the other end of our lead gen spectrum, Internet companies and Computer networking both have a cost per lead of just over £100 and a lead rate of only just over 2%.

Prospecting for tech companies has its challenges, as these lead rates are below our all-industry average.

Case study: sales prospecting for tech

iTacit is a Canadian platform simplifying employee communication, training, and compliance. Their innovative offering connects frontline teams with the tools they need but doesn’t fit neatly into traditional market categories. This made reaching their target audience challenging.

Our team was brought in to deliver a ready-made source of leads, giving iTacit the space to focus on product development and internal growth while maintaining momentum in business development.

Sopro tested multiple messaging strategies, adapting based on performance insights and reporting regularly on outcomes. This tailored approach, combined with our data analytics, identified the most responsive market segments, ensuring iTacit could engage with high-value prospects effectively.

With Sopro managing outreach seamlessly, iTacit gained actionable insights and a steady flow of qualified leads, achieving a 2% lead rate, a cost per lead of £214, and an expanded sales pipeline.

Sopro – experts in B2B SaaS lead generation

If you’re serious about growing your SaaS or tech business, you need more than just a full pipeline – you need prospects that convert. That’s where we come in.

At Sopro, we specialise in connecting ambitious B2B companies with the right people, through smart, multi-channel prospecting that’s tailored to your ideal customer profile. We’ve been helping businesses scale faster for over a decade, combining proven strategies with a human touch that automation alone can’t deliver.

Want to see what better B2B SaaS lead generation looks like? Let’s talk.