The Fundamentals of Demand Generation for SaaS Companies

The Fundamentals of Demand Generation for SaaS Companies

The SaaS industry is positioned for significant growth this year. That’s great news for anyone in the space. But it’s important to keep things in perspective. Industry growth like this is often spread among the best-performing companies in a particular niche. 

In this case, the common factor for success when it comes to SaaS companies is demand generation.

What Are the Elements of Demand Generation?

Demand generation isn’t a single action or result. Instead, it’s a holistic series of actions intended to create specific results, like lead generation and pipeline acceleration. 

The primary elements of demand generation include:


Discoverability simply refers to the ease with which your brand can be found by buyers, no matter where they are in the customer journey. 

In most cases, the main focus would be on Google and other search engines. Both organic and PPC search are part of discoverability. Discoverability is enhanced by a focus on SEO strategies

This means different things for paid and organic search. For SaaS companies, organic search is about creating awareness of the software and services they offer. Paid search is often more focused on the effectiveness of the services and software available.


Ideally, every person you targeted would be ready to make a purchase. Even better, every person with a need would know about your company and its potential. 

Unfortunately, that’s not how it works in the real world, which is why you have to work hard to keep your SaaS brand in front of your audience. When they are ready to make a purchase, you will be there for them!

Activation can be carried out through a variety of advertising strategies. These include remarketing campaigns, social media marketing, and email drip campaigns. The best way to earn conversions is by continuing to engage people and businesses, even when their interest isn’t fully established.

Conversion Rate and UX Optimization

As you move further into the funnel to target customers who are ready to purchase your SaaS software, your focus must be on communicating value and creating a UX that drives conversions

At this stage, SaaS performance marketing services will ideally be focused on generating inbound leads. This should be done through marketing efforts that illustrate your brand’s value to your target audience. You can do this by presenting marketing copy that educates customers about the specifics of your software and services.

This is also the stage at which account-based marketing (ABM) campaigns for SaaS can be particularly valuable. ABM identifies accounts that have the most potential to be lucrative. Then, you can target those accounts with valuable content, like informative email campaigns. 

By identifying high-value accounts, you won’t waste time or money on outreach that is less likely to be effective.

Demand Generation Demands Efficiency

Many of the most common demand generation techniques are expensive. For example, if you use PPC to boost discoverability, engage in social media remarketing campaigns to activate customers, and work with a digital marketing agency to create better customer experience, the expenses can quickly add up.

That’s not a bad thing, as long as the return on investment is good. That is why so many SaaS companies are driving their own growth and success by partnering with SaaS performance marketing services. These marketing agencies only get paid when their efforts to improve demand generation actually get results.

The digital marketing efforts at Insights ABM can help your SaaS brand increase its relevance to your target audience at every step. Let us show you how we are redefining performance marketing. Give us a call today!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.