(visual marketing SaaS) in 2012 to help businesses grow through automation.

After two years they hit 2,500 customers, 24,500 free trial sign-ups and 21% MoM revenue growth...

How?

This post explains…



Let’s face it…

Most B2B SaaS leads are rubbish.

Us #saasmarketers hand the sales team a bowl of dirt (of course, they are all great leads in our opinion) and they have to filter for gold.

At my current business, we created two Slack channels for inbound, marketing-generated leads:

And we have a running joke with the sales team that actually, most of them are not that hot.

Welcome to The Machine

First popularized by
.

Now most SaaS businesses nurturing processes look more like this:

Leads come in, and if they don’t convert or sales can’t get in touch they go straight into
next year about a new product launch.

But I understand, we have 100 things to work on and
is a complex, advanced system that takes months to implement.


Send a “top of the funnel” awareness email every week to everyone in The Bucket. If a lead doesn’t click that’s fine, the lead stays in The Bucket.


If a lead does click through, they receive a “middle of the funnel” email with a customer story, case study or invite to a webinar.


If a lead then interacts with this content, send another email with an invite to a free trial or demo with the sales team.

This means that leads that don’t engage only receive high value, content emails designed to educate the market and don’t get pitched regularly.

They stay in
because they haven’t expressed enough interest to leave.

The best part?

This all happens automatically, giving us #saasmarketers more time to head out to gather more…

What did we learn?

That you may have a valuable gold mine of leads sitting your Bucket waiting to be nurtured.