For demand generation leaders

Demand generation for SaaS, powered by search insights

Building a demand generation strategy at a growing SaaS company isn’t a walk in the park. With leadership expecting miracles of 10x growth, having a reliable partner with demand-first thinking makes the job (much) easier.

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Which digital workstream will get me the most leads in the next two quarters?

How SEO assists with demand generation for SaaS

To build brand awareness, increase traffic and drive leads, you’ll need resonating digital assets (core pages, white papers, articles, webinars etc) at various stages of the buyer’s journey. A search focused project can help you understand:

  • What type of content users expect to see, based on what they are searching for
  • How frequently you should publish content to defend and win share of voice
  • What quick wins you can gain from optimizing what you’ve already have vs running a website rebuild/rebrand initiative
  • What topic clusters to focus on to gain maximum visibility

Benefits of a foundational search program for demand teams

Omnichannel campaigns powered by search engine optimization (SEO) go a long way in demand enablement.

Omnichannel campaign enablement

Landing page optimization

CRO enhancements

Paid media enablement

Partner relations

Power omnichannel campaigns with targeted content

Demand generation teams often face a content deficit, so they end up sending users to the same digital assets or generic website pages — and that shoots chances of conversion. By leveraging search demand insights, you’ll never run out of engaging content to produce on-page or within the resource center. This approach will help you better nurture your prospects and customers to lead them to conversion.

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Make lead capture pages actually work for you

Most landing pages do not do justice to the content they’re meant to entice the user to download. By understanding user search patterns, a search initiative can easily help you focus on updating existing landings into higher converting, resonating assets. What’s the purpose of demand generation if the end-point lead capture assets aren’t resonating?

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Optimize what you’ve got for better lead flow

Landing pages aren’t the only answer to end-point lead creation. It’s the holistic user experience of the primary pages and resource items that matters, too. An SEO partner can help you adjust CTA positions, map keyword-to-product pages and align the right resources to show on the right pages.

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Minimize budget wastage by directing ad money to high-intent keywords

Align your B2B marketing strategies for better results. With SEO and paid campaigns working together, you can leverage your keyword research to better understand how to get the most of your ad money.

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Better your channel and VAR relationships with bonding cross-content initiatives

Partner relations drive significant revenue for most SaaS startups, so why not build a win-win cross-organic strategy that helps both companies generate high-quality leads?

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Case Study: LearnWorlds

LearnWorlds is the easiest to use course creation software that helps educators both professional and hobbyists to monetize their skills and experience online.

  • Focus

    Focusing on technical SEO improvement paired with contextual research, led to 75,000 more clicks, 7.2 million more impressions across 8 months.

  • Frame 309 (3)

    We worked with the SEO, development and content teams to identify solutions for critical problems - to surface learnworlds.com above the competition.

  • 300% in ROI within 8 months.

Add quality to the B2B flywheel

To improve your flywheel, you need to know what type of information your prospects and existing customers want to consume. A search powered project can help your team create the right assets to fill the demand gaps.

Problem recognition

Research and comparison

Selection and negotiation

Purchase and onboarding

Retention

Referrals

Gain more market exposure

Build enough assets to ensure buyers find you instead of the competition. You’ll need:

  • Digital assets
  • Articles and posts
  • Assessments and free tools
  • Solution videos
  • Checklists
  • Cornerstone pages
  • Press releases
  • Process impact
  • Marketing-to-product team alignment
  • Marketing-to-leadership alignment
  • Editorial organization
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Enable a salesless research journey

B2B buyers prefer pain-point based content vs generic material. As you draw in your prospects, you’ll have enough data to make smart decisions on which specific content types to continue investing it.

  • Digital assets
  • White papers
  • Playbooks
  • Webinars
  • Review sites
  • Partner content
  • Case studies
  • Process impact
  • Partner relations
  • Backlinking
  • Paid team alignment
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Build and surface assets that move the decision maker closer to conversion

Lead generation for technology companies is hard enough, so ensuring that self-educated customers are engaged to contact is key. Here’s what can help:

  • Digital assets
  • Industry pages
  • Free trials and tools
  • Integration docs
  • Support center
  • Compliance sheets
  • Contact form enhancements
  • Process impact
  • Goal tracking transparency
  • CRM nurture tracks
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Provide a flawless onboarding

The key to a flawless onboarding is to offer the right support material that is easily accessible. Ensure you have:

  • Digital assets
  • Onboarding guides
  • Industry specific setup docs
  • Integration instructions
  • Process impact
  • Loyalty track enhancements
  • Lead scoring refinement
  • Support center optimization
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Reinforce your value with deep thought leadership

Leverage your market authority with event mastery, unique insights and research output.

  • Digital assets
  • Exclusive webinars
  • Customer spotlights
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Ensure for incredible post purchase experience and reinforce your brand presence

Keep your customers posted about significant developments. You’ll need:

  • Digital assets
  • Product updates
  • Trend leadership
  • Process impact
  • Review gathering campaigns
  • Referral campaigns
  • ABM engagement
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Frequently asked questions

What is demand generation in marketing?

Demand generation — or demand gen — is a marketing term that refers to the creation of demand for a product or service. The goal is to build brand awareness in order to generate high-quality leads that will eventually be converted into customers. Not all leads are created equal, though. In order for demand generation to be effective, the leads must be high quality and relevant to your target audience.

Demand generation for technology companies is typically done through marketing activities such as advertising, public relations, content marketing and search engine optimization.

What is the difference between lead generation vs demand generation?

The terms lead generation and demand generation are often used interchangeably, but there is a difference between the two.

  • Lead generation is the process of generating interest in a product or service with the goal of eventually converting that interest into a sale. Leads are people who have expressed interest in your product or service by providing their contact information. Once you have generated a lead, you then need to nurture that lead through direct outreach until they are ready to make a purchase.Examples of lead generation strategies include:
    • PPC ads
    • SEO
    • Content marketing
    • Social media marketing
    • Email marketing
    • Cold calling
    • Trade shows
    • Networking events
    • Free trials
  • Demand generation is the process of creating demand for a product or service. It’s about making potential customers aware of your product or service and getting them interested in what you have to offer so that they will eventually make a purchase. Here are some demand generation strategies:
    • Advertising
    • PR
    • Content marketing
    • Social media marketing
What are the best demand generation strategies?

Different strategies can be used for demand generation.

A common approach is to create content (such as blog posts, ebooks and infographics) that speaks directly to the needs of your target audience. By providing valuable information that solves a problem or addresses a pain point, you can generate interest and build trust with potential customers.

Another effective strategy is to run targeted ad campaigns on social media or search engines. These ads can be tailored to reach individuals who are most likely to be interested in what you have to offer. For example, you can target people based on their location, age, gender, interests or even previous buying behavior. Ensuring your ads are seen by the right people can lead to more sales down the line.

If you’ve been referred, give us a shout.

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