The B2B SaaS Lead Generation Mistake You Must Avoid
Not all B2B SaaS lead generation demo requests are created equal.
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We've seen it time and again: B2B SaaS company pours money into lead generation campaigns, hoping to generate legit demo requests.
On the surface, these campaigns seem successful. Efficient cost per MQL, impressive form fill rates – everything looks promising.
But here's the catch:
Many of these demo requests, driven by paid efforts, don't materialize into actual demos.
Worse, many don't even respond to follow-up efforts.
Imagine the frustration when you realize that the disparity isn't immediately obvious.
Often, it's only uncovered during an audit of the existing program.
The data isn't always straightforward to piece together, but the narrative is consistent.
Ads optimized for demo requests shine at the campaign level.
Yet, when you trace these requests to the activity level, a significant chunk never progresses to the demos they asked for.
It's like setting up a meeting and having the other party ghost you. And tools like Chili Piper can only do so much if the intent isn't genuine.
The key?
Don't rely solely on demand capture activities.
While they might give an illusion of success, especially when targeting those already familiar with your brand, their effectiveness dwindles without proper brand awareness efforts.
If you're investing in paid media to drive high-intent form fills, ensure you're also monitoring what happens post-fill.
Dive deep, validate the journey, and you might just discover that the promising data takes a nosedive when it's time for the actual demo.
In the B2B SaaS marketing, genuine intent is gold.
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