HubSpot SaaS Marketing – 5 Ways to Boost Your Lead Generation

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HubSpot provides an excellent platform for lead generation as it helps across all stages of the SaaS marketing funnel. But in order to get the most out of the platform, it has to be used effectively. Below are five ways you can optimize HubSpot for SaaS lead generation.

1. Start with SEO

One of the biggest ways that prospects will find your SaaS company is through search engines, so if you don’t have a strong SEO strategy in place then you are missing out on a lot potential business. There are a number of ways that you can use HubSpot for your SEO strategy.

First, you can use HubSpot’s Competitors Report to see how your site stacks up against your direct competitors. You should look at metrics such as indexed pages, linking domains, and mozRank (which ranks a site on a scale of 1-10 based on link authority and popularity).

competitor-analysis Competitor analysis

 Second, you should look at the Keywords Tool to determine where you rank for relevant keywords. Want to see if there are any keyword opportunities that you may have missed? Click the “Add Keywords” button on the right and select “Get Suggestions.” 

keyword-sugesstions Keywords Suggestion

 You can also use the Page Performance report to drill down to individual page results. Not only will you find helpful, page specific metrics, you will also get a list of recommendations for how to increase each page’s SEO and overall inbound effectiveness.

2. Blog Regularly For Increased Exposure

According to HubSpot’s own State of Inbound 2014, marketers who blog consistently, are 13x more likely to drive positive ROI. Because of this, blogging was the #1 tactic that companies were planning on using to bring in new leads.

SaaS companies tend to find it challenging to blog consistently. This is mainly because they don’t have enough resources, or the right type of resources, to dedicate to the blogging process. Here are a couple of ways in which you can use HubSpot to make things a little easier for your team.

First, HubSpot simplifies blog topic creation thanks to its blog topic generator tool, which lets you plug in keywords and terms you would like to write about and then provides you with some suggestions. You can also come up with topic ideas by going to your Page Performance report and selecting the “Blog Posts” filter. This will show you how prior blog posts have performed, and what types of topics have generated the most engagement.

Another great feature that HubSpot offers is its content management system, which makes uploading and scheduling blog content very straightforward.

blog-topic-generator
Blog Topic Generator

3. Create Premium Content

Long-form content such as ebooks, guides, and whitepapers are extremely useful for HubSpot SaaS marketing. Many prospects may not fully understand what your SaaS product actually does. This type of premium content clarifies what problems your product addresses, discusses its main benefits and addresses some of the common objections that your prospects may have.

More importantly, premium content helps you to convert visitors into leads. By offering prospects something of value, you can convince them to give you their contact information. This allows you to market to them further and ultimately convert them.

4. Use CTAs and Landing Pages

Whether your offer is an ebook download, a free trial or a demo of your SaaS product, you will need powerful Call-To-Actions (CTAs) and landing pages to capture leads. You can use HubSpot to create these assets and connect them to specific marketing campaigns. Here is how HubSpot helps with both for SaaS lead generation:

Calls to Actions

With CTAs, you want to spend most of your time fine tuning the language and the offer, not struggling with the basic design elements. HubSpot’s CTA tool lets you quickly generate a professional looking call to action, allowing you to focus on more important things. Once you have CTAs in place, make sure to monitor their results via the CTA Dashboard. 

CTA Dashboard

Landing Pages

The key to an effective landing page is ensuring that it has been optimized for conversions. This means that you want to spend less time on setup and more time on optimization. Creating a landing page with HubSpot is relatively simple. It’s a good idea to create a basic landing page template and then use it for multiple campaigns. If you would rather not take the time to design a template, HubSpot also offers pre-made templates that can be modified as needed. Once the landing page is live, make sure to check the Landing Page tool regularly to gauge results. 

Landing Pages

5. Nurture Leads Through Email

If you follow our HubSpot SaaS marketing guidelines above, you will no doubt generate a lot of leads but many of these will be at the top of the funnel. You should use a well crafted email strategy to nurture these leads and maximize conversions.

With HubSpot, email campaigns are relatively simple to set up. Start by selecting a template and modifying it to include your branding and preferences.

email template Email Template

Next, you should come up with a set of emails and determine the order and the frequency in which they should be sent. Identify your main value proposition for each email, create the content, select a strong subject line, and choose a CTA. With all of your emails, you will want to give the reader the option to sign up for a free trial (if you offer one) or reach out to a sales rep.

If you need assistance with your HubSpot SaaS marketing or SaaS lead generation, then please contact us. SevenAtoms is a HubSpot certified partner with lots of experience in generating leads for SaaS companies.

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Author Bio

Andy Beohar

Andy Beohar

Andy Beohar is VP of SevenAtoms, a Google and HubSpot certified agency in San Francisco. Andy develops and manages ROI-positive inbound and paid marketing campaigns for B2B & Tech companies. Connect with Andy on LinkedIn or Twitter.

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