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  • Writer's pictureChristina Tsiripidou

B2B SaaS Demand Generation: Strategies and Campaigns That Work

demand generation strategy

As a B2B SaaS company, generating demand for your product is crucial to your success. The right demand generation strategy can help you build awareness, attract qualified leads, and close more deals. In this article, we'll explore some of the most effective B2B SaaS demand generation strategies and campaigns, provide examples, actionable tips, and answer frequently asked questions.


  1. Understanding B2B SaaS Demand Generation

  2. Effective B2B SaaS Demand Generation Strategies

  3. B2B SaaS Demand Generation Campaigns That Work

  4. Examples of B2B Companies Utilizing Demand Generation Activities to Drive Growth

  5. How Deel Utilizes Demand Generation for Growth

  6. Demand Generation Metrics for B2B SaaS

  7. Tools to Measure the Success of Demand Generation Activities

  8. Fictional Case Study Example

  9. Actionable Tips for B2B SaaS Demand Generation

  10. Frequently Asked Questions (FAQ)

Understanding B2B SaaS Demand Generation

B2B SaaS demand generation is the process of creating and executing marketing strategies to attract and convert potential customers into paying ones. The goal of demand generation is to create a steady stream of qualified leads that can be nurtured into becoming loyal customers.

Effective B2B SaaS Demand Generation Strategies

Content Marketing

Creating high-quality, informative content that educates your target audience about your product is a powerful way to generate demand. This could include blog posts, case studies, white papers, infographics or interactive content pieces such as assessments, quizzes.

Search Engine Optimization (SEO)

Optimizing your website for search engines can help increase organic traffic to your site, improving your chances of generating leads. Conducting keyword research, creating high-quality content, and building backlinks are all effective SEO tactics.

Social Media Marketing

Engaging with your target audience on social media platforms can help build brand awareness and generate leads. Posting valuable content, using paid social media ads, and actively engaging with your followers can all help drive traffic to your site.

Email Marketing

Email marketing remains an effective way to nurture leads and keep customers engaged with your product. Personalizing emails, segmenting your email list, and sending targeted messages are all effective email marketing tactics.


Hosting webinars is an effective way to showcase your product's features and benefits to potential customers. Promoting webinars through social media, email, and paid advertising can help drive attendance and generate leads.

B2B SaaS Demand Generation Campaigns That Work

Account-Based Marketing (ABM)

ABM is a highly targeted approach to demand generation that focuses on specific accounts or companies. By tailoring your marketing efforts to the needs and preferences of specific accounts, you can increase your chances of converting them into customers.

Referral Programs

Referral programs are an effective way to leverage your existing customer base to generate new leads. Offering incentives for referrals and making it easy for customers to refer their colleagues or friends can help drive new business.

Free Trials and Demos

Offering free trials or demos of your product can help potential customers see the value of your product firsthand. This can increase their likelihood of becoming paying customers.

Examples of B2B Companies Utilizing Demand Generation Activities to Drive Growth