SaaS Lead Gen Fundamentals
OVERAL
Business Key Insights
Industry
SaaS
Platforms
Meta + Google Ads
Country
United States
Type
Lead Generation
Information
Things I’ve encountered when I joined this business
Overal Info
I joined the business to open the advertising sector and to maintain positive results. The company didn’t have any marketing efforts at that point which means that we needed to do even more than just ads. Social Media Marketing, Brand Awareness and other things were in process simply to help our advertising efforts. I agree with the founders that the price per scheduled demo should be the main KPI, with the secondary KPI being CPL.
The company used other methods to gather leads. The data below shows results using those methods.
CPL
$346
Leads
15
Cost per Demo
$2,600
Demos
2
Things I’ve changed
With the start of advertising, I had 2 main goals. To bring in leads and to make those leads sign up for a demo.
For the lead problem, I know we needed a lead magnet, something to bring customers into the loop. In order to decide which Lead Magnet we’re going to push, we created 5 ads for 5 different lead magnet ideas and ran a simple Traffic Campaign on Meta Ads. Results showed us that a “Case Study” style lead magnet is the one we should push. Test ran for 7 days, and after that, we immediately created an Opt-in page followed by a thank-you page where people would sign up for a demo.
From the start, we saw a significant drop in price per lead, which was at the time around $50. We eventually managed to drop the CPL to around $35 with constant Opt-in page A/B tests and new creatives.
The thing that was still missing to complete the whole puzzle was how to make people schedule a demo after they get the case study. After a lot of tweaking with the thank you page, remarketing and email flows, we managed to get to lead ratio to around 10%.
The tools we used for this were various, but what eventually made it successful was a dynamic page with different inputs from IP address.
Results
CPL
$35
Budget
$10,000/m
Cost per Demo
$350
Lead -> Demo
10%
Over the course of 12 months, I managed to develop a workflow to maintain the constant lead generation from Meta & Google while keeping the lead-to-demo rate around 10%. Not all of it came just from our case study campaign as we had a slightly different funnel on Meta where we called people directly to demo but the case study funnel was the first one to move the needle.