At Forum Ventures, we pride ourselves on really getting to know the founders we invest in, and creating (what sometimes is the only) space for them to drop their front and be vulnerable. As a result, we often get texts or calls in the middle of the night from our portfolio founders with urgent, confidential, and even sometimes what they feel are “embarrassing” questions. This series chronicles example founder texts and how we answer them.

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How to Get Leads into your B2B SaaS Company

We’ve all been there  – you're doing everything you think you should be doing, but leads just aren't pouring in like you'd hoped. Don't worry, you're not alone, and this isn't the end of the road. We're here to help you navigate this bumpy sales stretch and explore some fresh ideas together.

6 Tips to Getting More Leads as a Startup

1. Re-Evaluate Your Target Audience 

Sometimes, the problem is not what you’re doing, but who you’re targeting.

• Analyze your existing customer and identify common characteristics. Are there specific industries, company sizes, or job titles that stand out? Use this information to adjust your buyer personas.
• Reach out to your customers to get direct feedback. Ask about their pain points, preferences, and how your product fits into their lives. This intel can help further refine your target audience.

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2. Optimize your website for conversions

A well-optimized website can be a powerful lead generation and conversion tool. Optimizing your website isn’t just a set-it-and-forget-it. It’s an ongoing process that requires regular attention and analysis. Here are a few ways you can fine tune your site and make it a power engine for growth.

• Define the specific actions you want visitors to take on your site: sign up for a newsletter, request a demo, or make a purchase. Having clear goals will help guide your optimization efforts.
• Simplify your site navigation. Make it super easy for users to find what they’re looking for with a clean, intuitive menu. Group related pages under clear headings and use descriptive labels to help visitors quickly locate the content they need.

3. Offer Valuable Content

Creating valuable content is an excellent way to attract potential leads and showcase your expertise in your industry. Develop resources that address the pain points of your target audience, and offer solutions to their problems. These can include blog posts, whitepapers, ebooks, webinars, or even podcasts. Remember to focus on providing value first and promoting your product or service as a secondary aspect. By establishing yourself as a thought leader, you can build trust and credibility with your prospects.

4. Utilize Social Media

Social media platforms are powerful channels to build brand awareness, engage with your target audience, and generate leads. Identify the platforms your target audience frequents, and establish a strong presence there. Share your content, engage in conversations, and join relevant groups or communities. Be sure to use targeted hashtags and participate in industry-related discussions. Social media can be an effective tool for making connections and driving traffic to your website.

5. Develop Strategic Partnerships

Collaborating with complementary businesses or influencers in your industry can lead to new opportunities for lead generation. Seek out partnerships that can benefit both parties, and explore co-marketing initiatives, joint webinars, or even co-branded content. These partnerships can extend your reach to new audiences and enhance your brand credibility.

6. Attend or Host Industry Events

Networking at industry events, conferences, or trade shows can help you build relationships and gain valuable contacts. Take advantage of these opportunities to showcase your product or service, gather feedback, and connect with potential leads.

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