It’s 2024. You’ve got the best SaaS product on the market (your mom and maybe even a few customers said so). But let’s be real—you’re still struggling to fill that sales pipeline with high-quality leads. What gives?

Lead generation is the lifeblood of your company. Without it, your growth stalls faster than a middle school dance when the slow songs start. So why is it that so many mid-market SaaS companies get lead gen so wrong?

Let’s dive into the top reasons your lead generation strategy might be more “miss” than “hit,” and how you can turn things around before your sales team starts revolting.

You’re Not Clear on Your Ideal Customer Profile

Here’s a shocker: not everyone with a credit card is your customer. Wild, right? Yet, many companies operate under the assumption that the broader the net, the more fish they’ll catch. The result? You’re wasting time and money chasing leads that have as much interest in your product as you do in eating a bowl of plain lettuce.

How to Fix It:

Get laser-focused on your Ideal Customer Profile (ICP). The more specific, the better. Think about company size, industry, pain points, and even job titles. The goal is to target those who will not only benefit from your product but will also be easier to convert because they already have a need.

But defining your ICP isn’t a one-and-done deal. Your ICP should evolve as your company grows and the market shifts. Revisit it every six months. This allows you to refine your targeting strategy, ensuring you’re always aiming at the right audience. An outdated ICP is like using a flip phone in a smartphone world—not exactly setting yourself up for success.

For deeper insights into how to effectively create and refine your ICP, check out this guide on aligning your sales and marketing teams to ensure both are targeting the right prospects from the start.

Your Content Is About as Exciting as a Root Canal

You’re producing content. Great. But if it’s just a rehash of the same old industry jargon with no unique angle, you might as well be shouting into the void. Content that doesn’t engage or resonate with your audience is like sending out a sales email without the link to book a demo—useless.

How to Fix It:

Invest in creating content that speaks directly to your ICP’s pain points and solves real problems. This means:

• Blog posts that dive deep into their challenges and offer actionable solutions.
• Case studies that show how companies just like theirs are winning with your product.
• Webinars that don’t just demo your product but provide genuine value (and maybe a little entertainment—think less “lecture” and more “TED Talk”).

Also, sprinkle in some personality. You’re not a robot, and your content shouldn’t sound like it was written by one. Humor, storytelling, and a strong voice can transform boring content into something memorable.

Distribution is key, too. Even the best content needs a solid promotion strategy to reach its intended audience. For more insights on creating content that resonates and converts, check out this article on scaling B2B SaaS startups.

You’re Not Leveraging SEO (or You’re Doing It Wrong)

If your lead gen strategy doesn’t include a healthy dose of SEO, it’s like opening a store in the middle of nowhere and wondering why no one’s coming in. SEO isn’t just about getting more traffic; it’s about getting the right traffic—people actively searching for solutions that you provide.

How to Fix It:

Start with keyword research. Tools like Ahrefs, SEMrush, or even good ol’ Google Keyword Planner can help you identify the terms your potential customers are searching for. But don’t just stuff keywords into your content and call it a day—that’s old-school SEO and it doesn’t fly anymore.

Focus on creating high-quality content that naturally integrates these keywords. Think long-form blog posts, detailed guides, and product pages that answer every possible question a prospect might have.

But SEO is more than just keywords. It’s about understanding search intent and creating content that meets that intent. Are people looking for a how-to guide, a product comparison, or a quick answer to a specific question? The more accurately you can answer these questions, the better your content will perform.

And don’t forget the technical aspects. Your website’s speed, mobile-friendliness, and a solid internal linking structure play crucial roles in how search engines rank your site. For additional insights into leveraging technology effectively, learn more here.

You’re Ignoring the Power of Social Proof

In a world where everyone’s a skeptic, social proof is your secret weapon. Testimonials, case studies, reviews—these aren’t just nice-to-haves. They’re critical for building trust and nudging prospects down the funnel.

But if the only “proof” you’ve got is a handful of LinkedIn endorsements from your co-founder’s mom, it’s time to rethink your strategy.

How to Fix It:

Collect and showcase customer testimonials wherever you can—on your website, in your sales decks, on social media. And don’t just rely on written quotes. Video testimonials and detailed case studies pack a bigger punch.

Even better? Get your customers to sing your praises on third-party review sites like G2 or Trustpilot. A little social proof goes a long way, and the more you have, the more credible you’ll appear to potential leads.

Remember, social proof isn’t just about what you say—it’s about where you say it. Incorporating testimonials directly on your product pages or within your sales funnel can have a much greater impact than hiding them away on a separate “Testimonials” page. For more strategies on optimizing customer touchpoints, check out this insightful guide on customer journeys.

Your Website Is a Hot Mess

We’ve all been there. You click on a promising link, only to be met with a website that looks like it hasn’t been updated since the MySpace era. If your site isn’t optimized to convert visitors into leads, all your other efforts are basically moot.

How to Fix It:

First, audit your website’s user experience (UX). Is it easy to navigate? Is the information clear and compelling? Are your CTAs (calls to action) prominent and enticing?

Next, make sure your site is fast. And by fast, I mean “blink-and-it’s-loaded” fast. Slow load times are a lead gen killer. According to Google, the probability of bounce increases 32% as page load time goes from 1 second to 3 seconds.

Finally, ensure your site is mobile-friendly. More people are browsing on their phones than ever before, and if your site isn’t optimized for mobile, you’re losing leads. Period.

A good UX isn’t just about aesthetics; it’s about guiding your visitors towards conversion without them even realizing it. This includes everything from your navigation menu to your CTA buttons. For instance, if your primary goal is to get visitors to book a demo, that CTA should be front and center—no scrolling required.

Another critical aspect of your website’s lead gen potential is your landing pages. These pages should be hyper-focused on a single offer, with minimal distractions. For more on optimizing these crucial touchpoints, explore this guide on customer journeys.

You’re Not Following Up (or You’re Doing It Wrong)

Picture this: A potential lead downloads your eBook. You’ve got their email address—score! And then…nothing. They never hear from you again. It’s like meeting someone at a party, exchanging numbers, and then ghosting them. Not a great look.

How to Fix It:

Implement a lead nurturing strategy that makes it impossible for prospects to forget you. This could be an email sequence that guides them through the buyer’s journey or even a retargeting ad campaign that keeps your brand top of mind.

Remember, though: personalization is key. Nobody wants to feel like they’re just another name on a list. Use dynamic content and smart segmentation to make your communications feel more like a one-on-one conversation than a mass email blast.

A well-crafted email sequence can work wonders for nurturing leads, but it has to be more than just a series of promotional emails. Think about adding value at each step of the sequence. Maybe it’s a follow-up to a webinar they attended, a relevant blog post, or a special offer tailored to their specific needs. For more on how technology can enhance this process, check out the article on AI-powered CRM systems.

Wrap Up

Lead generation isn’t rocket science, but it’s not exactly child’s play either. By getting clear on who you’re targeting, crafting engaging content, leveraging SEO, showcasing social proof, optimizing your website, and following up effectively, you can turn your lead gen strategy from a weak spot into a growth engine.

And remember, lead generation is an ongoing process that requires constant tweaking and refinement. Keep an eye on your metrics, stay updated on the latest trends, and be ready to adapt your strategy as needed. By doing so, you’ll not only generate more leads but also convert them into loyal customers who drive your SaaS company’s growth for years to come.

Want to learn more? DM on LinkedIn or book a time to talk live!