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

TK, host of "Unstoppable," emphasizes the importance of mastering key go-to-market channels for SaaS businesses to generate quality leads and accelerate growth. He identifies LinkedIn, webinars/events, and outbound strategies as the top three channels. LinkedIn offers organic reach to target business buyers, while webinars build trust and engagement. Outbound strategies, including email and direct mail, remain effective for reaching ideal customer profiles. TK underscores the necessity of a clear go-to-market strategy and offers his SaaS coaching program to help founders implement these tactics and scale their businesses effectively.

• The primary focus for SaaS businesses is generating quality leads, which is crucial for growth.
• There are numerous channels for lead generation, such as TikTok, outbound marketing, and ads, making it overwhelming to choose the right one.
• Mastery of a single channel is crucial; without it, efforts may be scattered and ineffective.
• The episode emphasizes three key channels that SaaS businesses should focus on to generate leads effectively.

"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."

• Quality leads are essential for the success of SaaS businesses, not just the quantity.

• Channel mastery is critical for effective lead generation; trying to do everything can lead to failure.
• Understanding which channels work best at different stages of a company's growth is crucial.
• The episode aims to identify the three most effective channels based on experience with various SaaS companies.

"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."

• Mastering a specific channel is more effective than trying to use all channels without focus.

• The Ideal Customer Profile (ICP) is central to lead generation efforts.
• Marketing aims to increase awareness of your product among potential customers, moving from unknown to known.
• The ultimate goal is to convert awareness into revenue through effective marketing and sales processes.

"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.'"

• The ICP is a foundational element in targeting marketing efforts effectively.

"When it comes to marketing, my most favorite definition of marketing is more people know about you today than they did yesterday."

• Marketing's primary goal is to increase awareness and recognition of the product.

"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."

• The end goal of all marketing efforts is to generate revenue through increased awareness and effective sales processes.

• LinkedIn as a Primary Channel: LinkedIn is highlighted as the most effective platform for generating high-quality leads for B2B SaaS companies. It allows targeting of the ideal customer profile (ICP) with organic reach capabilities, unlike platforms like Facebook, which require paid promotion for visibility.

• Organic Reach on LinkedIn: LinkedIn still offers significant organic reach, enabling businesses to connect with potential clients without incurring costs associated with paid ads. Regular posting and direct messaging enhance visibility and engagement with the target audience.

• LinkedIn Strategies: Two primary strategies on LinkedIn include weekly posts and direct messaging. These strategies are complementary, as connections made through direct messaging will see and engage with regular posts, facilitating trust-building with potential customers.

"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."

• Explanation: Highlights the advantage of LinkedIn's organic reach over platforms like Facebook, emphasizing cost-effective visibility.

"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."

• Explanation: Explains the synergy between direct messaging and posting on LinkedIn, enhancing engagement and trust with potential customers.

• Webinars as Mini-Webinars: The speaker uses YouTube videos as a form of mini-webinars to provide value and build trust without monetization. This strategy is recommended for companies looking to establish authority and connect with their audience.

• Trust-Building Through Content: Establishing trust is crucial in the marketing process, achieved by consistently delivering valuable content. Webinars and events are effective in cutting through market noise and fostering familiarity and trust with the audience.

• Webinars as Lead Generators: Hosting webinars offers a platform to educate potential customers about broader industry topics and the company's vision, indirectly promoting the product. Sharing webinars across platforms like LinkedIn and Twitter further amplifies reach and lead generation.

"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."

• Explanation: Emphasizes the dual objectives of marketing: increasing awareness and building trust, which are essential for successful conversions.

"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.'"

• Explanation: Describes the strategic use of webinars to engage potential customers by providing educational content, enhancing brand credibility and trust.

"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."

• Explanation: Highlights the promotional benefits of webinars, encouraging sharing across social platforms to expand reach and attract more leads.

• Transforming high-performing posts into webinars can deepen engagement and lead to conversions.
• Focus on organic marketing channels like LinkedIn and webinars to reduce costs and increase effectiveness.
• Mastering key channels can significantly lower customer acquisition costs and build trust with the ideal customer profile (ICP).

"They take some of their best performing posts and they turn them into webinars and go in depth into them."

• Highlights the strategy of repurposing successful content into webinars to engage potential customers more deeply.

"These are relatively free. Meaning you're not paying anyone to be on LinkedIn. Maybe you pay a LinkedIn premium, but that's it."

• Emphasizes the cost-effectiveness of using LinkedIn as an organic marketing channel.

"You'll 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."

• Illustrates the potential of focusing on specific channels to lower costs and build customer relationships.

• Outbound marketing, including cold emails and calls, remains a crucial strategy for B2B SaaS.
• Outbound marketing is cost-effective and allows for direct engagement with the ICP.
• Combining outbound with other strategies like LinkedIn and webinars creates a compounding effect.

"Outbound is still king, sales engagement is over a $5 billion category right now, why? Because outbound still works."

• Asserts the enduring effectiveness of outbound marketing in the B2B SaaS sector.

"You can actually identify your ICP and you can send them emails at scale, you can cold email them."

• Describes the scalability and targeted nature of outbound email campaigns.

"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."

• Advocates for a multi-channel approach that leverages LinkedIn, webinars, and outbound emails for maximum impact.

• Integrating multiple marketing channels can lead to a compounded effect, enhancing overall marketing effectiveness.
• The focus is on providing consistent value across channels to facilitate customer discovery of the sales process.
• The strategy applies irrespective of whether a company is sales-driven or product-led.

"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."

• Highlights the synergistic effect of combining different marketing strategies.

"What matters is you're doing the marketing for them to discover your sales process, whichever it may be."

• Stresses the importance of marketing in guiding potential customers to the sales process, regardless of the company's operational model.

• Focus on three primary channels: LinkedIn, webinars and events, and outbound strategies. These are proven to generate more leads, create quality pipelines, and close more deals.
• The effectiveness of these channels has been observed across multiple companies, emphasizing the importance of deliberate scaling and strategy execution beyond the founder-led stage.
• Avoid experimenting with unproven methods and concentrate on mastering these three channels to achieve success.

"LinkedIn webinars and events, outbound, like it just crushes, it just crushes."

• The speaker emphasizes the effectiveness of using LinkedIn, webinars, and outbound strategies as key channels in a go-to-market approach.

• Achieving channel mastery involves understanding how to operate each channel effectively, including crafting the right messages and targeting the right audience.
• Essential components include having a clear Ideal Customer Profile (ICP), precise messaging, and the ability to execute these strategies efficiently.

"If you don't have an ICP then you don't have a clear target on where you're pointing."

• The importance of defining an Ideal Customer Profile (ICP) is highlighted as it directs the focus of marketing efforts.

• The speaker offers a SaaS go-to-market coaching program designed to help founders develop a scalable and executable go-to-market strategy.
• The program aims to transition companies from founder-led sales and marketing to a team-driven approach, enhancing growth and profitability.

"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."

• The speaker discusses the goal of their coaching program, which is to help companies establish a clear and scalable strategy.

• The program has successfully aided numerous founders, resulting in growth, follow-on rounds, and profitability.
• Interested founders are encouraged to apply through the provided website to determine their fit and begin the collaboration process.

"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."

• The speaker shares the positive outcomes and growth experiences of founders who have participated in the program.

• Viewers are encouraged to like and share the video if they find value in the content, to help spread these strategies to other founders.
• The speaker emphasizes the importance of having a strategy for both business and life, suggesting that their program can significantly contribute to achieving success.

"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."

• The speaker urges viewers to engage with the content to support the channel and share valuable insights with others.