How to Find Clients for B2B SaaS

If you need to grow your B2B SaaS startup or scaleup, you’ll need to achieve product/market fit and go-to-market fit. In other words, you need to learn how to cost-effectively find clients that need the B2B SaaS platform your company provides.

Let’s look at how you can use outbound and inbound to attract clients, how to approach these clients, software to help find clients, and best practices.

Using Both Outbound and Inbound to Attract B2B SaaS Clients

First, create an ideal client profile (ICP) to support account-based marketing (ABM) for outbound marketing and sales.

Then use LinkedIn Sales Navigator to research and find new B2B SaaS customers online.

For inbound marketing and sales, create buyer persona documents for the most critical stakeholders you want to attract.

Next, use this insight to develop and promote thought leadership content for the primary and secondary buyer personas at the intersection of each buyer's journey stage (awareness, consideration, and decision). 

Then, amplify this content based on the specifics uncovered during the buyer persona research with a combination of organic search (SEO), paid search (SEM), organic social, and paid social.

For B2B SaaS, LinkedIn tends to be the most impactful channel. YouTube is a close second.

How to Approach These Clients

Your approach strategy should always center around your company being seen as industry experts, trusted advisors, and thought leaders. 

So with cold outreach (outbound), use a content offer or event invitation that focuses on education. 

And apply the same approach for pulling in the right prospects using inbound marketing.

Software That Helps With Finding Clients

Your software apps toolkit for finding B2B SaaS clients should include the following:

• LinkedIn Ads
• Google Ads
• HubSpot
• YouTube
• Zoom

To get contact information, consider using a combination of LinkedIn Sales Navigator and Hunter.

Best Practices

With so many companies competing to earn the attention of ideal prospects, the first battle is attracting the attention of the right people, in the right places, at the right time, and in the right context.

It's also critical to note that most B2B SaaS prospects now strongly prefer to do tons of upfront, self-directed research before they're ready to engage with a sales professional.

So companies need to be really savvy about positioning their sales teams as expert advisors to win a seat at the table early on in the buyer's journey.

What’s been most successful for you in finding the best B2B SaaS clients? Let me know in the comments.

And if you need to find more B2B SaaS clients, be sure to enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.