How to create a digital sales process for SaaS

How to create a digital sales process for SaaS

Summary: Learn how to stop generating leads that go nowhere and start generating genuine demand for your sales team.

Main Body of Content:

In my mind, the goal of marketing is simple: Take someone through a sales process before they’ve decided they’re in one themselves.

B2B prospects want to do 95% of the sales process before speaking to sales, and often won’t reach out if they can’t do that.

Yet it’s all too common that prospects don’t get that information — SaaS businesses are often hiding:
↳ Their best content behind gates
↳ Their best messaging in sales decks
↳ Their best knowledge in internal meetings
↳ Their best product walkthroughs in demos

But if the needs of your customers grow, you invest in your SaaS product — so why does this mindset of listening to your audience not apply to prospects?

The reality is outdated lead gen tactics, an obsession with MQLs and lead scoring (used poorly) are just a few of the culprits that have put B2B marketing in a bad spot and damaged relationships with sales.

Leads that have shown zero demand are being pushed towards sales to hit MQL targets.

But as soon as you flip the focus from leads to revenue — the game changes.
↳ You’re aligned with sales
↳ You’re hunting quality over quantity
↳ You don’t put blockers in place for educating your market

Lead gen has its place in your mix of channels and tactics, but it shouldn’t be your sole strategy.

So if you start to think about and execute your marketing as taking someone through a passive sales process (on their terms, not yours) — guess who they’re choosing when they’re ready to buy?

It's time to shift away from generating leads, and put more focus on generating demand.