This document provides tips for improving demand generation for SaaS companies, including committing marketing to revenue goals, creating content offers based on keyword data, using real customer examples over fictional personas, simplifying pricing, promoting trials and demos, partnering with influencers, experimenting with direct mail and SMS, building a sophisticated funnel, and investing in viral content.

1. SaaS Demand
Generation Tips
More Demos. More Trials. More Leads. More Sales.
Linkedin.com/in/dekkerfraser

2. Get Marketing to
commit to a
quarterly # for
revenue, pipeline,
or opportunities
"If your head of marketing won’t commit to a number, that’s not a
SaaS head of marketing. If she or he won’t sign up for a number
to hit in her first quarter on the job — she/he never will. Move on.”
Jason Lemkin, SaaStr Founder

3. Create content offers
based on keyword data

4. Stop using personas and
start using real people
Purchase/compile lists of potential buyers
Your Facebook ads, LinkedIn ads, direct mail, and email marketing are
far more effective when you've identified exactly who to target.
Write more case studies
Case studies are underused even though they're very effective at
converting prospects into paying customers by demonstrating
ROI. Thought leadership gets views, but case studies get sales.
Use real people for social proof and persuasion on your
website and landing pages
One extremely successful startup I worked at always used real customers in
collateral to build authenticity.
Personas have their
place but too often they
are fantasties built on
spurious data and
irrelevant demographics.

5. Simplify your
pricing

6. Don't miss out on the latest and
greatest saas marketing tips!
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7. Promote your
demo/trial/consultation as a
secondary offer on everything
Promote your demo in your email signature
Promote your demo on registration thank-you pages (eg webinars)
Promote your free trial in infographics and white papers

8. Partner with organizations
and people who influence
your target customers
This is probably the single most cost-effective way to acquire
customers, particularly if your ARPU is low.

9. Experiment with
direct mail & SMS
The open rate and memorability of directly mail and SMS are far
higher than for email. Moreover, you face far less competition.

10. Consider a weekly
webinar

11. Retarget website visitors

12. Follow up
with leads
very quickly

13. Do not promote
content to
people who
have already
read or
watched it

14. Assign someone to app
store optimization

15. Build a sophisticated
demand gen funnel like
this one from SaaSMQL

16. Sell your offer before you
sell your product

17. A/B test the things that
matter most
Target Market
Value Proposition
Positioning
List
Offer
Creative

18. Buy and nurture content
syndication leads before
assigning them to Sales

19. Invest in viral content

20. Create content based
on "triggers"

21. Sign up for more tips
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Linkedin.com/in/dekkerfraser
Dekker is a freelance consultant
with 10+ years' experience in
software marketing and is the
author of numerous books on
product marketing. He holds an
MBA in marketing Northwestern
University.