- Using a lead magnet helps you generate
quality pipeline for your B2B SaaS business.
When you have a high converting landing page,
it convinces people to grab your lead magnet.
Now, just because someone downloads your lead magnet
doesn't mean they're gonna become a real opportunity
or a real trial user or someone
that really, really activates in your funnel.
So, here's a big question.
What's broken in your landing page or your lead magnet?
What is stopping people from actually taking action
after they go through your funnel?
In this episode, I'm gonna walk you through
the three principles that you absolutely need to know
on how to transform your current lead magnet
and landing page to a high performing one.
And when you follow these principles,
you will know exactly what you need to do to accelerate
the path to the next stage of growth for your SaaS business.
Intro.
(upbeat music)
What's up, everybody?
Welcome to Unstoppable.
I'm TK, and on this channel, I help SaaS founders like you
grow your SaaS businesses faster
with an unstoppable strategy.
Now, if you're new to this channel, welcome.
I drop an episode every single Sunday,
with actionable strategies and tactics from the trenches
on how to grow your SaaS business faster.
So, if you're new to this channel,
be sure to hit the Subscribe button and that bell icon.
That way, you'll get notified every single time
I drop an episode with the TK energy.
And if you're already part of this community,
if you're part of my SaaS Go-To-Market coaching programs,
my people, welcome back.
It's really awesome to see you over here.
Now, I remember when I was first starting out ToutApp,
that was my last SaaS business, and we were starting
and pioneering the sales engagement category.
The sales engagement category is today
worth about $5.2 billion.
But at that time, sales leaders didn't know
they needed an email automation tool to do outbound.
When we approached them, they were like,
"Oh, isn't that like a marketing thing?
Doesn't marketing, don't we use Mailchimp?"
It's like, no, no, no, no.
Your reps need to do outbound.
They're not doing it so we can do it automatically.
And we had to teach them this.
This is when we created and I created my first manifesto.
It was called How to Write Kickass Sales Emails.
And in that manifesto, we taught sales leaders
on why they needed a sales engagement platform.
We went through a couple of different names
in the early days of sales automation, sales acceleration,
and then finally everyone settled on sales engagement.
But we taught them on exactly why they needed this platform
when they weren't spending money on it.
They already paid for CRM and they thought they were done.
This is the power of a manifesto.
This was the power of a landing page.
And using this, we were able to grow ToutApp
to over a hundred thousand users
and then we sold it to Marketo.
And then I worked at Marketo
and did a bunch of other crazy things.
But here's what I learned.
Just because you have a landing page
and a lead magnet and you're generating some leads
doesn't mean they're gonna turn into a real pipeline.
Doesn't mean they're going to activate.
And I learned the hard way there are certain key things
you have to nail in this three-step funnel
to actually generate leads for your B2B SaaS business.
It starts with a landing page,
but the lead magnet and the manifesto matters too.
So in this episode, I'm gonna walk you through
the three principles you absolutely need to know
to drive high quality pipeline,
to generate leads that actually talk to sales
or start that trial so it converts to revenue.
And when you follow these pieces,
you'll be able to accelerate
the growth of your SaaS business.
So if you're excited to dig in, go ahead
and smash that Like button for the YouTube algorithm
and let's first lay out exactly
how this funnel works, how this lead generation,
this pipeline generation funnel works.
This is the oldest strategy in the book
and it still works really well today.
No matter what the gurus are telling you,
this is the best way to generate quality pipeline
today for your SaaS business.
And it works in three pieces.
The first piece, you have your landing page.
This is a page that you link to
from, say, an ad or social content
or even a blog that says, "Hey, grab this guide."
This is like the offer that you're giving them,
the piece of content that educates them
before you sell them on your product.
When someone fills out their email
and their contact information,
then they get your lead magnet.
This is essentially a PDF that
educates them about your space.
We, on this channel, call this a manifesto
because you can have a shitty lead magnet
or you can have a manifesto.
Manifestos are specifically designed
to convince the buyer to actually take more action.
We'll talk more about that in a second.
And then finally, the third step
in this process is what would be the next step
for the person that put in their email.
This could be talking to sales, this could be a demo,
this could be a trial, any one of these things.
This essentially is the three steps you want folks
to go through when they are hitting your landing page
and they're engaging with your lead magnet.
That's principle number one.
If you can nail this, where you start to drive traffic
into this landing page from all different channels,
whether it's social, ads, SEO, events, mailing lists,
if you can drive traffic into this landing page
and they actually consume your manifesto
and then they take action,
you essentially get money on the other side.
That's it.
It's as simple as that.
People wanna overcomplicate it because they're trying to
sell you something that you don't need.
But this is literally what you need
to generate quality pipeline, especially in
your early stages SaaS business, even in the later stages.
I've worked with companies that pre-revenue all the way
up to $500 million in ARR and this framework works.
But here's the question.
This is principle number two.
How do you know if it's actually working?
And what happens most of the times
is people create a shitty lead magnet.
They have an okay landing page
and then it generates some leads and they maybe spend money
on ads or partners and they drive traffic
and they get some leads, but nothing happens.
And sales says, "Hey, those leads were terrible."
Or your product-led growth team says,
"Hey, all those people are not really using the product."
So you are like, "I don't know what's going on."
And principle number one is these are the three parts
of your funnel that you're looking at
including your landing page to generate quality pipeline.
The second principle you wanna understand
is you wanna measure the right things
for your landing page and your lead magnet.
Specifically, the first thing you wanna measure
is your conversion rate from your landing page
to your lead magnet.
How many people are coming to your landing page
and saying, "Hey, I'm gonna give you my email address.
I really want this piece of content."
And then they actually get into your piece of content,
your lead magnet or your manifesto.
That's the first thing you wanna measure.
The second thing you actually want to measure
is your activation percentage.
And most people don't measure this, meaning,
how many people that actually converted
actually looked at the content?
What percentage of the content did they look at?
Because here's the thing.
If they're not consuming the content,
the lead is gonna be useless
and they're not gonna take any further information.
This is why people think that the game
is to just get their email, but that's not the game.
The game is to actually give them valuable content
that they consume that convinces them
to take this next step.
And so what you wanna look at is what percentage
of people are actually getting into the lead magnet,
how much of the content are they consuming,
and most importantly, are they taking that next step?
Whether it's learning more, talking to sales,
booking a demo, going into a sales page.
You want to measure your activation rate.
When you measure these two things,
then you can start to establish a baseline of,
"Hey, for my B2B SaaS business,
how is my landing page doing?
Is my lead magnet any good?
And are they actually taking the next step?"
And when you start to tweak these things,
you are able to deliver quality pipeline
instead of generating a bunch of leads that go nowhere.
Now we get into principle number three
which is once you start to establish,
this is just establishing the three-step funnel.
And the next one is you wanna measure.
The third thing becomes how do you diagnose.
And this is what I work with a lot of founders on
because they're like, "Look, we have a lead magnet,"
and they call it a manifesto and it's totally
not a manifesto because manifestos
are structured a certain way.
And they're like, "Look, we're generating leads.
They're not going anywhere, no one cares
And people are hitting the landing page
and our conversion rate is like 10%."
You wanna make sure that your conversion rate
is at least 20% or more.
You also wanna make sure that your activation rate
is at least 20% or more.
If it's below this, then there's something wrong.
So in principle number three, I'm gonna walk you through
the exact process I use to diagnose what I need to fix.
But before I go into that, let me just
pause here for a second.
Even with this, are you just starting
to see the power in this?
Are you starting to see the power of how you have to think
about these three steps, measure these key metrics?
And when you do, you can actually generate quality pipeline.
And when you actually measure these things
and think about it in these three steps,
you can actually feel empowered
about how you're gonna generate that quality pipeline.
If you're starting to see the power in this,
can I just get a yes in the comments below
and also smash that Like button for the YouTube algorithm?
It really likes it when you do that.
Also, if you're in this stage where you're looking to build
a scalable go-to-market strategy
and generate quality pipeline,
if your lead magnet's not working
because it's just just not educating buyers
and convincing them, if your landing page is not working,
then I encourage you to check out
my SaaS Go-To-Market coaching program.
Inside of this program, I work with you
one-on-one to actually help you
accelerate the growth of your SaaS business
with a differentiated go-to-market strategy
which includes these things.
You don't have to go anywhere right now.
I'll link to it below.
I'll tell you more about it at the end of this video.
Let's go to principle number three
because this is super exciting and super powerful.
And by the way, smash that Like button
for the YouTube algorithm because
it really likes it when you do that.
But let's jump into principle number three.
So principle number three is once you have these three parts
you wanna actually look at this data
and understand what you need to tweak
and how you need to tweak it.
So in order to do this, we've worked
with so many SaaS companies on growing their SaaS business
on their go-to-market strategy.
We've found that the traditional tools
for actually running a landing page,
building a landing page,
measuring these pieces of data don't exist.
Most of them suck.
And I know that's a bold statement,
but we're just not getting what we need.
And so we built our own.
We built a tool called Instant, and you can access it.
By the way, this is not a sponsored video.
I own Instant, the SaaS company
and all the people that I work with use Instant.
And so this is not sponsored.
I'm literally just giving you the best tool that I know
because I purpose built it myself
with my team to give you what you need.
So we use Instant to actually diagnose it.
To show you what that looks like,
and by the way, if you want to use instant,
I'll link to it below.
It's just instantlanding.page and you can check it out.
But if you wanna diagnose exactly how this works,
I'm gonna show you exactly how I do it using Instant
because we use Instant to build our landing pages
and show the lead magnet and make sure
people take that next step.
Let me show you, I'm gonna switch over
to my computer right here.
All right, so let me show you how Instant works
and helps you deploy these exact principles
that I taught you right over here, okay?
So firstly, I have this lead magnet.
It's a manifesto called My 10-Point Landing Page checklist.
It's basically the principles that I cover in this video.
And so the first cool thing about Instant is
it helps me design the landing page.
And the way this product works
very differently is I don't have to mess around
with colors or design or layout.
I basically have to answer some questions
and it generates the landing page for me.
So I can say, is this a checklist, a guide, or a training?
And is it a 10-point or I can change it to five-point
and you'll see everything updates automatically.
You just answer a set of questions
and it generates an entire landing page for me.
And because of that, it creates a much more
higher converting landing page
because we use algorithms to actually generate this
for you instead of you having to mess around
with things that don't matter.
Let me go to the dashboard because
we have the landing page, we have my manifesto.
Now we really wanna see what the metrics are
so I can diagnose.
And so I'll go into the dashboard right over here.
And one cool thing about Instant
is when I share this manifesto,
I can choose to get a custom super trackable URL.
So I can say, "Hey, I'm sharing this on LinkedIn,"
or I'm running LinkedIn ads on it, or Facebook ads.
It gives me a different URL that's super trackable.
Because of that, my metrics are very, very granular.
So you'll see over here, I'm able to go in and see,
all right, we've been running
some test traffic to this new manifesto.
We practice what we preach.
We're actually using all the things that we teach
in this channel to grow this product.
And so we have a manifesto, we have an ICP.
And so in these stats we're able to see,
all right, we're running some test traffic.
We tested on our mailing list, we did some organic,
we did some Facebook paid, and you can see
how the conversion rate is already 57%.
That's a very, very high conversion rate.
And you might be saying, "Oh, it must be
warm traffic from the mailing list."
Well, that is true.
The mailing list has a 63% conversion rate,
but our LinkedIn post are doing 47%
and Facebook paid cold traffic ads is doing 58% so far.
Super powerful.
So you can start to understand,
all right, is a landing page the problem?
The cool thing about Instant, and by the way,
this is not sponsored or anything.
I own Instant.
It's one of my software companies.
So I'm just showing you, we built this because nothing else
in the market does this to help you do it effectively.
So we built this.
And so I know that the landing page
is converting really well and I'm not surprised
because Instant generates these landing pages
that are high converting for you and asks you
for the right pieces of information to generate it.
Then we'd look at activation.
We're like, "Okay, just because we're converting
doesn't mean they're taking action."
So we wanna look at the quality of the lead magnet.
That's the difference between a lead magnet and a manifesto.
Are they actually taking that next step?
So in this scenario, we'll see 77% of people
are actually taking that next step.
And you'll see at first it was really high,
and then now it's starting to stabilize.
And the mailing list is 20%,
likely because people already know about this.
But on LinkedIn organic, 63%,
and on cold traffic Facebook ads,
it's 43% and it actually tracks how much
of the lead magnet they're consuming.
So on average, 92% are consuming.
They're consuming 92% of the lead magnet,
whereas before it was 86%.
So as we tweak the manifesto,
we tweak every manifesto is different
and that's why it's nuanced.
Every time we tweak it, this activation rate goes up.
The last piece Instant gives me is,
"Hey I may be getting traffic, but is it ICP traffic?"
So we actually tell Instant what our ideal
customer profile is, and it tells us what percentage
of the traffic from where is our ideal customer profile.
So mailing list, 70%, no surprise there.
75% of LinkedIn organic, and we don't have enough data
on Facebook yet, but they'll come through
and then it'll test whether it's ICP traffic or not.
So this is the power of actually looking
at your landing page and your lead magnet
and starting to think about, cool, what are the metrics?
What's the conversion rate and what's activation rate?
And then when you look at it in this data,
you can actually say you can make decisions
on where to double down.
So if your conversion rate is below 20%,
then you know landing page is terrible.
If your activation rate is less than 20%,
that means your lead magnet is terrible.
If you're getting the wrong kind of traffic,
then you need to figure out where the traffic sources are.
And over here I can now say, "Look,
I have a 58% conversion rate and a 43% activation rate.
I'm gonna let this run for a lot longer.
Maybe another week or two, and then I'll double down
on my spend because I'm getting quality traffic
that's converting from this source.
I can actually make decisions on what channel
to double down on as we start to see
these conversion activation rates."
That's the power of Instant.
That's the power of really looking
at these metrics and diagnosing things
and tweaking your go-to-market strategy.
As you know, for go-to-market strategy,
the messaging, the ideal customers, the manifesto,
those are the raw ingredients.
And then we put it this in to run the Broadway show
to actually generate quality pipeline.
But then we look at this data to figure out,
is the manifesto any good?
What do we need to tweak?
Is the landing page any good?
What do we need to tweak?
Is the value prop right?
And that's how all these pieces come together
and that's Instant for you.
I'll include a link to Instant if you're interested in that
but I have one more thing that brings it together.
So let's recap everything we've covered
in this very in-depth video.
All right, so to recap, number one, you want to
actually establish what your core lead generation
pipeline generation funnel is with your lead magnet.
You have the landing page, the lead magnet,
and the next step.
Then you wanna measure the key metrics.
How much traffic are you driving and from where?
What is the conversion rate
from the landing page to lead magnet?
And what is the activation rate
from the lead magnet to the next step?
And then you wanna look at that data
and you can use Instant, or you can use some other tool
if that actually presents it that way.
Most don't.
And you can use that data to diagnose
what you need to double down on.
Which traffic source to double down on,
if you need to fix the landing page,
if you need to make a better lead magnet.
You'll know exactly what you need to do
which is incredibly powerful.
So now you know how to actually build high quality
landing pages and pipeline generation funnels
to drive quality pipeline for your B2B SaaS business.
What you may not know is, "Hey, TK,
what should my manifesto be?
What are the key pieces I need to put in my landing page?
And when I have these stats, how do I make it better?"
This is exactly why I created
my SaaS Go-To-Market coaching program.
Inside of this program, we work together
to actually build your go-to-market strategy
and then we take that strategy
and execute on it using a tool like Instant
to help you grow your SaaS business faster.
Inside of this program, we flesh out
your ideal customer profile, then we actually build out
your manifesto, and then we run a Broadway show
which is a consistent set of sales and marketing activities
like this to bring your manifesto to your ICP
on a consistent basis, create quality pipeline,
and accelerate the growth of your SaaS business.
If you wanna learn more about working together
inside of my SaaS Go-To-Market coaching program,
then just go to tkkader.com/gtm, tkkader.com/gtm.
And over there, you'll get all of the details
about how the program works, how we work together,
what the engagement model is, and then if this sounds
like you actually wanna do this and you want to
take your SaaS business to that next level of growth,
you wanna revamp your go-to-market strategy
and start to execute on it,
you know that these metrics are not up to par
so you need to up-level everything you're doing,
then you just fill out a little form,
we'll get on a call, better the fit, the better the results.
So we'll just get on a call to make sure we're a good fit.
If we are, we'll start work right away.
On average, founders and CEOs and leaders are able to launch
a new version of their go-to-market strategy
within three weeks of joining.
And that's incredibly powerful.
And then we iterate from there with you
to make sure that you're set up for success.
So just go to tkkader.com/gtm or just follow the link below.
Also, if you want to use Instant,
that link is gonna be down below as well.
And lastly, if you got value from this video,
please smash that Like button for the YouTube algorithm.
Also, I drop an episode every single Sunday
with actionable strategies and tactics from the trenches.
Having been a founder, still I'm a founder,
having coached over 250 SaaS companies
for my go-to-market coaching program,
so I bring you strategies like this every single time.
So be sure hit that Subscribe button and that bell icon
and you'll get notified every single time I drop an episode.
Also, if you have a fellow founder,
if you have a team member, if you are part of a Slack group
or WhatsApp group, people that are building SaaS companies
and will get values from this video,
please share this video with them.
It'll just mean the world to us.
My team and I put a lot of love into these videos.
We wanna help as many SaaS founders as possible.
And lastly, remember, everyone needs a strategy
for their life and their business.
When you are with us, yours is gonna be unstoppable.
I'm TK and I'll see you in the next episode
or inside of the SaaS Go-To-Market coaching program.
Take care, everybody.
(cheerful music)
After I think two years, I had to replace the battery
on the microphone, so that was the first in a while.
All right, let's do this.