B2B Marketing Strategy: How To Get More Leads For B2B Businesses

- Leads, it's the one thing every single SaaS founder,
SaaS leader, SaaS business could use more of.
And not just leads, but quality leads.
But here's the big question,
it's a very, very noisy world out there.
For example, should you be on TikTok to generate leads
and pipeline for your B2B SaaS business?
Or should you be do out by outbound,
or should you be doing ads?
There's so many different channels out there
it can be very overwhelming on what are the channels
should you actually focus on?
And here's the thing, if you don't have channel mastery
if you don't really know how to master one channel
you'll be neither here nor there,
trying to do everything everywhere and end up nowhere.
So on this episode, I'm gonna dig into
the three key SaaS go-to-market channels
that you need to be focusing on
that you can use to generate more leads
and that you need to master.
And when you do this you will be able
to accelerate the growth of your SaaS business, intro.
(upbeat music)
(TK clapping)
What's up everybody welcome to "Unstoppable"
I'm TK and on this channel, I help SaaS founders like you
grow your SA businesses faster with an unstoppable strategy.
Now, if you are new to this channel, welcome,
be sure to hit that subscribe button and that bell icon
because I drop an episode every single Sunday
with actionable strategies
on how to your SaaS business faster.
So hit that subscribe button and that bell icon
and that way you will get notified
every single time I drop an episode with the TK energy.
Now, if you're already part of this community,
if you're part of this channel,
if you're a subscriber already
if you're a part of my SaaS go-to market coaching programs
my people, welcome back,
it's really awesome to see you over here.
Over the past year and a half
as part of my SaaS go-to market coaching programs
I've worked with countless SaaS founders
on how to actually grow their SaaS businesses.
And as I've worked with different companies
I've started to get the value of pattern matching.
I've started to see which channels work in the early stage
which channels don't, which channels seen promising
but generate garbage quality leads.
And how do you actually go about focusing
on the right channels to drive growth
for your SaaS business?
So in this episode I'm gonna walk you through
the three key principles, the three channels
that have come out at the top out of all the companies
I've helped scale in the past year and a half.
Once you get through these three channels
and understand exactly why I'm prioritizing them
you too will be able to leverage these channels
and accelerate the growth of your SaaS business.
So if you're excited to dig in,
go and on smash that like button for the YouTube algorithm
it really likes when you do that
and let's go to principle number one.
Okay, so before I go into all of the channels
the first thing you wanna understand
is what is the science behind generating more leads?
So the core principle here is that here is your ICP,
this is your ideal customer profile.
This is kind of the tenant to everything that we do
here at "Unstoppable."
And these are your customers
that maybe don't know about you yet,
that you wanna generate as leads,
you wanna get their attention.
And when it comes to marketing
my most favorite definition of marketing
is more people know about you today than they did yesterday.
That's it, that's the core definition of marketing
that I just really love, it's super simple
because people are overcomplicate these things.
And what you're doing
is you're trying to find a way to get to your ICP
by actually getting through these channels.
So this is your SaaS company,
your offering and your product, right?
Whatever it is that you're selling.
And if this is what you're selling
every single day you want more and more people
to actually discover you.
That's it, that's what we're trying to do
with a proper go-to-market strategy.
And when the marketing of that is working
then as part of your sales process over here,
this could be actual sales people,
it could be a product led growth process,
you will be able to convert them to actual revenues.
So ultimately what you're trying to do is get revenues.
Now this may seem really obvious or simple
but I wanted to start with that baseline
because I feel that people overcomplicate these things.
And this is literally it, you have your ideal customers,
they don't know about you yet, you have your product.
And what you're trying to do
is marketing to get their attention,
to get more people to know about you.
And then you're getting them into a sales process
whether it's your product led growth process
or actual sales people to get them into the product
and converting them to revenue so you can serve them,
you can give them value and you can solve their problem.
Now here's a big question,
what are the channels that actually work?
So having worked with countless companies
I'm gonna walk you through the three channels
that have performed the best
for all the companies that I've worked with.
Number one, the first place
that you can actually generate a ton of leads
in a really quality way, you can really target your ICP,
you can go after quality people
that you know will have budget
and you can internet leads and get more people
to know about you and get them into your sales process
or your product is Linkedin.
And while a lot of people believe
especially in the early stages, they're like, oh
I'm gonna build in public, I'm gonna be on Twitter.
Here's the thing, for most practical
for most B2B SaaS companies,
your audience, your ideal customers
are not in Twitter to actually buy.
Are there exceptions?
Absolutely, but for actual core B2B platforms
and SaaS companies, your buyers are business buyers
and your business buyers are all on LinkedIn.
And the most important thing about LinkedIn
is LinkedIn still gives you organic reach.
What that means is if you post on Facebook today
and you might have a million followers,
unless you pay Mark Zuckerberg a bunch of money,
your page followers won't actually see that content,
Facebook doesn't have much organic reach.
You actually have to pay to get that content distributed.
Whereas on LinkedIn,
if you actually go and do a post every single week
if you actually direct message people
if you actually connection request people,
based on certain parameters in your ICP
you will actually get them to know more about you
and build that trust.
This is why LinkedIn
has been one of the most effective ways
I've seen B2B SaaS companies grow
in the past year and a half that I've been coaching founders
and helping founders grow.
So LinkedIn has two different ways you can actually plug in.
One is you can do a post every single week
and I recommend that,
and the other is you can literally connect with people
and direct message them.
And these two things actually compound on each other
because if you're connecting with people
and you're posting every week the connections you make
will see your content
and then they'll actually engage with you,
plus you can also direct message them.
Any one of these strategies
can help you actually break through
to your ideal customer profile
and every single day get more people to know about you
and your product and your message.
So that's principle number one, channel number one.
Channel number two is actually one of my favorites.
When I do a YouTube video every single week
I bring you on and you watch this
and you hopefully get a ton of value
and really the reason I do it, this is completely free,
we don't even have monetization turned on in this,
we don't run ads.
This YouTube channel is essentially
a little mini webinar I run every single week.
But what you can do you don't have
to start a YouTube channel unless you really want to.
It is a lot of work, so I'll be upfront about that.
However, if you wanna do that
the other way you can do it is run webinars and events.
And the power in this is as people know more about you
the biggest thing you're trying to do,
the first thing is they need to know you.
The second thing is they need to trust you.
And the reason this marketing game
is so so hard these days is because there's noise out there.
So first you have to cut through
with the right channels and the right mastery.
And the second thing you need to do
is you need to actually put out content
and put out things out there
and they need to spend time with you
so they start to trust you.
And the more they trust you, the easier the sales process
and the conversion is going to be.
And so this is why webinars are super powerful
because as people get to know you,
then you can actually host webinars and host events
where people come to you and you can actually say,
"hey, I'm gonna spend 45 minutes
teaching you about our software."
And maybe you don't talk specifically about the software
but you talk about the thing about the thing
which is what is the bigger movement that you're creating?
What is your manifesto?
And you can actually walk them through that.
And the beautiful part about this
is when you are hosting a webinar,
let's just say you're hosting a webinar every single week.
The power in this is you can actually share that webinar
on your LinkedIn or on your Twitter,
you can go to your customers
and tell them to share the webinar.
It ends up being a reason to generate more leads,
it becomes a thing that you can offer to your ICP
as a point of value.
And that's why webinars are the second most way
where I've seen companies scale and do really well.
Because what they do is they take their message,
they take some of their best performing posts
and they turn them into webinars and go in depth into them.
And from that, they get them into the product
or they get them into a sales process.
All right, so those are the first two things.
If you're doing anything else
you might be wasting your time
because we've tried so many different channels
so many different avenues, and these,
by an order of magnitude across multiple companies
they do better than the rest.
And the best of all, these are relatively free.
Meaning you're not paying anyone to be on LinkedIn.
Maybe you pay a LinkedIn premium, but that's it,
you're not paying anyone.
Maybe you just pay for Zoom, but that's it,
there's no per click payment here, this is all organic
which is super powerful for generating leads.
So before I go to the third one,
the third most powerful B2B SaaS channel,
before I do that let me just pause here for a second.
Are you starting to see the power in this?
Are you starting to see the power of
if you start to focus on one of these key channels
and really get great at them, not only will you be able
to reduce your customer acquisition cost
you'll be able to make it where you can get
more people in your ICP to know about you,
trust you and then buy from you.
Are you starting to see the power on this?
If you're starting to see the power of this
can I just get a yes in the comments below.
Also smash that like button for the YouTube algorithm,
it really likes it when you do that.
Now, one other thing you might also be wondering,
well how do I do this?
What do I do on LinkedIn?
What is my manifesto?
What is my message?
How do I structure a webinar?
How do I talk for 45 minutes about what we're building
without just giving a demo of the product?
This is exactly why I created
my SaaS go-to-market coaching program.
This is also how I know so much
about scaling SaaS companies, because I literally am
in the trenches with founders like you helping you grow
with a scalable go-to-market strategy.
And that's exactly what we do inside of the program.
Now I'll tell you more about it at the end of this episode,
I'll also link to it below.
Let's go to principle number three, channel number three
because I'm sure you're sticking for that right now.
So let's go into that
and then I'll cover the go-to market program
all the way to the end, if you stick around.
So channel number three
that just wins every single time is outbound.
And granted, I am a little biased,
I did start ToutApp, ToutApp was one of the pioneers
in the sales engagement space.
We were one of the first companies
that started the whole outbound game at scale.
Truth is even 11 years later, since starting ToutApp,
outbound is still king, sales engagement
is over a $5 billion category right now, why?
Because outbound still works.
And again, it doesn't cost any money.
Yeah, you have to pay for the mail server,
you have to pay for the software,
but beyond that, there's no pay per click.
What this means is you can actually identify your ICP
and you can send them emails at scale,
you can cold email them.
And by the way, this does not have to just be digital
which is why I put outbound instead of just saying email.
You can do email, you can do cold calling,
and you can even send a FedEx envelope.
Why a FedEx envelope?
Well, a FedEx envelope has a 99% open rate.
If there's a FedEx envelope delivered to you
you will open it and you will read whatever is inside
and you'll maybe take action on it if it's any good,
that's the power of a FedEx envelope.
What that means is if your deal sizes are big enough
and your marketing budget is big enough
you can cut the email, cut the calling
and just FedEx them, that's the power of outbound.
And so many companies I've seen in the go to market program,
once they really honed in on their message
and their manifesto, they're like you know what?
The LinkedIn posts are doing pretty well, we need more.
The webinars are doing pretty well, we need more.
That's when they're turned on outbound.
And the beauty of this is this is not a either or thing,
if you do these three things if you combine these things,
it actually compounds.
Meaning, let's just say you have this ICP
and you have a hundred customers
that you really wanna target.
If you start connecting with them on LinkedIn
if you then invite them to webinars
and you send them outbound emails
and you're consistently providing value
that is the best form of marketing.
And the biggest thing here is it doesn't matter
whether you're sales driven or product led
what matters is you're doing the marketing
for them to discover your sales process,
whichever it may be.
And when you are actually getting great
at all three of these channels
and operating in these three channels
and ignoring the noise and everything else,
you are able to create an unstoppable go-to-market machine
and that's the power in this.
This is why I wanted to do this video
because after working with so many companies,
we're over a hundred now, in the go-to market program.
What I've seen is, man, LinkedIn webinars and events,
outbound, like it just crushes, it just crushes.
And the founders that are deliberate
about scaling their team and bringing on the people
to run these three after they go beyond
the founder-led sales and marketing stage,
they crush it even more.
And this is why I wanted to do this video,
I wanted to walk you through
listen don't waste time experimenting with stuff
that are unproven or too early, just focus on these three,
LinkedIn, webinars and events and outbound.
You do these three things you will be able
to actually get more leads and generate more pipeline
that is quality and close more deals.
Now you know exactly what the three channels are
but what you may not know
is how do you operate these three channels?
How do you get to channel mastery?
Meaning how do you get good at LinkedIn?
How do you get good at webinars and events?
How do you do outbound?
What do you put inside of the LinkedIn post?
What do you put inside the webinar?
How do you talk for 45 minutes about your manifesto?
What should you put in an outbound email
and who should you target?
What is your ICP?
Their devil is in the details.
And the analogy I always use is
these are giant machine guns, right?
And you can point them anywhere.
If you don't have an ICP
then you don't have a clear target on where you're pointing.
If you don't have a clear message and you don't know
how to operate these channels then you're firing blanks.
You need all three, you need the targeting,
you need the machine and you'll also need quality bullets
to actually fire at them, that's the messaging.
And you need all three, and this is exactly why
I created my SaaS go-to market coaching program.
Inside of my coaching program, I actually help you
go from an undefined go-to-market strategy
to a well-defined and scalable go-to market strategy
that you can actually execute on, get going,
and then as you start to get momentum,
you can hire people in to actually
go beyond founder-led sales and marketing
and actually have your whole team plug into the training
and execute on this strategy and this machine.
And inside of this program it's been an amazing program
we've had amazing founders in it.
I've featured case study videos
for founders that have gotten so much out of it
and so much growth and their follow on rounds
and gotten profitability so we are accepting more people
into this program, more founders, just like you.
If you're B2B SaaS, then this program is perfect for you.
So if you're interested just go to tkkader.com/gtm,
tkkader.com/gtm.
Over there you'll get all the details about the program
exactly how it works, how you get to work with me,
how we actually build a scalable go-to market machine.
And the process is very simple,
you just fill a little form, we make sure you're a good fit.
And if you are, we are off to the races,
we start working together.
So just go to tkkader.com/gtm,
and that way you can get into the go-to market program
and work with me to actually implement these things
and make sure you have a proper go-to-market strategy.
Also, if you got value from this video
if you're still watching, that means you probably did,
then please smash that like button
for the YouTube algorithm,
it really likes it when you do that.
Also I drop an episode like this with actionable strategies
on how to grow your SaaS business faster.
This is from my 15 years of experience
in actually operating SaaS and then now
working with over 250 across all my programs.
I have three coaching programs for different stages,
this is for the go to market program.
250 founders, I'm in the trenches with the founders,
so all the stuff I bring you is from the trenches.
So be sure to hit the subscribe button and that bell icon,
if you haven't already.
That way you'll get notified
every single time I drop an episode,
it's every single Sunday.
Also, if you got value from this
and if you have a fellow founder
if you have a fellow team member
that will get value from this,
please share this video with them.
If you're part of a slack group
a WhatsApp group of founders, please share it with them.
We wanna help as many founders as possible
through this channel.
And lastly remember, everyone needs a strategy
for their life and their business, when you are with us,
yours, it's gonna be unstoppable.
I'm TK and I will see you in the next episode
or inside of the go to market program.
The link is below tkk.com/gtm.
(gentle music continues)