Having the best SaaS product is a start, but the truth is it is not enough.
Especially in B2B SaaS where employing strategies and scalable solution is probably as critical as providing the best product and service, which can be the book of your sales pipeline and convert potential customer into actual revenue generating patron.
One of the most effective strategies are developing a repeatable system that practices lead nurturing, align sales and marketing teams, a steer a more sustainable growth. These initiative is called: demand generation.
Demand generation efforts when done appropriately can help shorten sales cycles, improve lead quality, and ultimate help SaaS marketing close more deals faster.
Demand generation campaigns require a collaborative environment between marketing and sales teams to help define Ideal Customer Profiles (ICPs), agree on KPIs like MQL-to-SQL conversion rates, and continually iterate based on campaign performance.
For this article, we’ll explore the top B2B demand generation best practices, and successful demand generation strategies specifically tailored for SaaS businesses. From content marketing to AI tools in sales and marketing like AnyBiz, we’ll break down the tactics that can help you attract, engage, and convert your ideal customers.
Understanding Demand Generation in B2B SaaS
Demand generation for SaaS is one of the marketing strategies to fill the marketing funnel at its early-stage B2B SaaS — otherwise known as Top of the Funnel (TOFU).
Effective demand generation tactics usually involved marketing campaigns that create awareness, spark interest, and develop long-term engagement around your product or services.
Strong demand generation process however, is not about volume, it requires meticulous strategies and tactics that will help SaaS companies attract the right audience, educate them, nurture them through the entire buyer journey until they are ready to purchase.
How Does Demand Generation Differ from Lead Generation?
Most B2B SaaS companies are conflicted whether to prioritize lead generation or demand generation. Although both are effective marketing approaches, their difference relies solely on their strategies.
Lead generation focuses on capturing high-quality leads and contact information, while demand generation teams focus on strategies and creating a demand for audiences that may not be aware of your product. Some of these strategies are as follows:
- Educating your audience
- Building brand credibility
- Generating inbound interest
- Nurturing leads over time
Demand generation lays the groundwork for a full scale strategy, with lead generation being one of its strategies.
What Metrics Should You Track for Demand Generation Success?
To gauge the effectiveness of your demand generation metrics and efforts, focus on:
- Marketing Qualified Leads (MQLs)
- Cost per Lead (CPL)
- Customer Acquisition Cost (CAC)
- MQL-to-SQL conversion rate
- Sales velocity
- Pipeline contribution
These metrics can help improve the impact of your demand by refining lead targeting, budget allocation, and messaging across campaigns.
Content Marketing: A Cornerstone of Demand Generation
The point of demand generation as one of the marketing strategies for B2B SaaS is capturing existing demand that most audiences may not be wary of. Content marketing is one of the oldest, yet the most effective demand generation programs that can capture both demand and leads.
How Can You Leverage Blog Posts for Demand Generation?
Education in demand generation plays an important role to generate more demand for your product. Blogs are an excellent and strong demand generation strategy of educating prospects, ranking for SEO, and driving inbound traffic.
Using blog content to address common pain points, discuss trending topics, showcasing thought leadership, and guide readers toward gated content or product pages are effective demand generation campaigns that will surely boost your organic traffic, and can help you achieve renown in the market.
Pro tip: Use strategic CTAs within blog posts to push readers further down the funnel.
What Role Do Ebooks and Whitepapers Play in Your Strategy?
Ebooks and whitepapers are ideal for capturing leads. They offer in-depth value and are often used in exchange for contact information, helping you convert anonymous traffic into MQLs. Make sure your gated content speaks to a specific challenge or opportunity within your ICP.
Why is Video Content Essential for Engaging Prospects?
The proliferation of mobile devices led to various video contents. Many B2B SaaS companies employ video as part of their demand gen efforts to attract audiences that may not have too much time in their hands.
Videos are digestible, engaging, and memorable. You can use this medium for product demos, customer testimonials, and explainer videos for quick communication of the value of your product which can build trust and increase retention across your funnel.
SEO and Organic Traffic: Are You Maximizing Your Potential?
Prioritizing technical SEO, such as site speed, mobile responsiveness, crawlability and schema markup are the most critical especially for organic traffic.
SEO specialists can then focus on high-quality, keyword-optimized content with clear internal linking and user intent in mind.
Focus on buyer-intent keywords like “best CRM for startups” or “email automation tools for SaaS.” These terms reflect a prospect who is actively researching or comparing solutions.
Long-tail keywords like “how to scale a SaaS startup with email marketing” attract niche, high-intent visitors. They also face less competition and are easier to rank for—making them great for content strategy.
Paid Advertising: Is It Worth the Investment?
Some of the paid advertising for B2B SaaS that is considered the most effective options typically include:
- LinkedIn Ads (for targeted professional audiences)
- Google Search Ads (to capture bottom-funnel intent)
- Retargeting Ads (to re-engage site visitors)
What Are the Best Practices for Running PPC Campaigns?
- Use clear and relevant landing pages
- A/B test ad copy and visuals
- Set up retargeting for non-converters
- Monitor Quality Score and adjust bidding strategy
Email Marketing: How Can It Drive Demand Generation?
What Types of Email Campaigns Are Most Effective?
SaaS businesses can benefit from:
- Drip campaigns to nurture leads
- Onboarding sequences for free trial users
- Product updates and educational newsletters
- Re-engagement campaigns for dormant users
How Can You Segment Your Email List for Better Targeting?
Segment based on:
- Industry
- Company size
- Role/title
- Engagement level
- Product usage data
Personalized emails convert significantly better than generic blasts.
What Metrics Should You Monitor to Optimize Your Email Strategy?
- Open rate
- Click-through rate (CTR)
- Conversion rate
- Bounce rate
- Unsubscribe rate
Use these metrics to fine-tune subject lines, content, and timing.
Social Media: Which Platforms Should You Focus On?
How Can You Use LinkedIn for B2B Demand Generation?
LinkedIn demand and lead generation strategies are highly effective for B2B SaaS companies in terms of engaging with professionals, leaders and potential partners. You can improve you demand generation with LinkedIn by performing the following:
- Share thought leadership content
- Run Sponsored InMail campaigns
- Engage in niche groups
- Retarget website visitors
How Can You Leverage User-Generated Content on Social Media?
Encourage users to share their success stories with your product. Testimonials, case studies, and even simple shoutouts help build trust and act as social proof for prospective buyers.
Webinars and Events: Are They Still Relevant?
How Do Webinars Generate Leads for Your Business?
Webinars offer real-time engagement and allow you to demonstrate expertise. They also generate warm leads who’ve invested their time to learn more about your solution.
Bonus: You can repurpose webinar content into blog posts, social clips, and gated resources.
What Types of Events Should You Host for Maximum Impact?
- Product deep dives
- Customer success stories
- Roundtables with industry experts
- Partnered events with complementary SaaS tools
Choose topics that align with your buyer’s challenges and goals.
Powering Your Demand Gen Engine with AI Tools Like AnyBiz
SaaS companies often operate their demand generation strategies under manual intervention, although there is nothing inherently wrong with it, it can be detrimental to communicating your strategies and turning them into reality.
Many SaaS marketing teams — including B2B tech marketing — employ AI to help build a demand generation platform that scales.
But choosing the best sales software for your B2B demand generation strategy can be tasking, which is why here at AnyBiz we’ve developed an AI sales agent that is perfect for both demand generation and demand capture pursuit for B2B SaaS business.
Here’s why:
AI Sales Agent
What makes Anybiz the ultimate AI sales tool and the most perfect demand generation engine in the market.
With the most developed and advanced machine learning system the AI sales agent is capable of performing various and strategic outreach activities thanks to its its multichannel outreach capabilities (email, LinkedIn and AI cold) and 400 million prospect database.
Social Media Integration: Brand Awareness
Social media integration and brand awareness is not something many AI technologies may possess. Anybiz’s AI sales agent, however, is transparent when it comes to its social media integration capabilities and can improve your demand generation especially in various social media platforms.
The foundation of this feature is our understanding of how an established and recognized brand is critical to the marketing and sales success of a business. And social media is the most innovative and expanded network that provides such recognition.
Our sales agent can tap into the full potential of your social media strategies with its integration amongst different social media platforms such as LinkedIn, Facebook and X (formerly known as Twitter), generating engagement opportunities such as, creating posts, and liking, sharing and commenting.
You can personalize your demand generation with AnyBiz’s AI sales agent by providing it with clear instructions on how to handle the call especially during its outreach activities.
- Messaging Tab
Choose the type of message you want to send—whether it’s an email introduction, follow-up, or LinkedIn message. This allows you to tailor your communication based on where the prospect stands in the sales process.
- Tone of Voice
Selecting the right tone is essential for building strong client relationships. You can choose from formal, professional, friendly, or conversational.
- Language Tab
Demand generation requires understanding of your product, and to ensure that no miscommunication is developed you can take advantage of AnyBiz multilingual capabilities enhancing your engagement potential and show your prospects that you value their culture and communication preferences.
The AI is capable of supporting over 30 languages:
- English (US, UK, Australia, India, New Zealand)
- Spanish (Spain & Latin America)
- French
- German
- Portuguese (Portugal & Brazil)
- Italian
- Dutch
- Russian
- Chinese
- Japanese
- Korean
- Hindi
- Turkish
- Vietnamese
- Polish
- Romanian
- Swedish
- Norwegian
- Danish
- Finnish
- Greek
- Hungarian
- Slovak
- Bulgarian
- Malay
- Indonesian
- Multilingual (neutral voice)
Whether you’re just starting or refining your demand gen engine, remember: alignment between marketing and sales, consistent measurement, and a willingness to iterate are the real drivers of success.
Invest in strategies that don’t just generate leads—but generate demand for your solution. Book a demonstration meeting or try AnyBiz today and witness your sales outreach soar! Trial starts at 0.99 USD.
