What Lead Generation Channels Are Winning? CMO Insights for B2B SaaS

For SaaS businesses, generating leads is often one of the biggest challenges. With so many options available, deciding which strategies will work best can feel overwhelming. To help shed light on what truly works, we interviewed CMOs from various B2B SaaS companies, asking them to share one lead generation method that has driven the most success for their business. 

The insights we gathered reveal a range of strategies, from organic methods like SEO to paid tactics such as targeted ads.

Additionally, this article will highlight data-driven strategies offered by PMG360 that help SaaS companies boost their lead generation efforts. The article will also  dive into what works according to the CMOs and explore PMG360’s expert recommendations to further enhance your results. 

CMO Insights on Lead Generation 

SEO and Content Marketing 

A recurring theme among the B2B SaaS CMOs we interviewed was the effectiveness of SEO and content marketing for driving leads. One CMO shared how focusing on SEO-optimized content helped their company steadily attract qualified leads over time. 

By creating in-depth blog posts and valuable resources tailored to what potential customers were searching for, they positioned their company as an industry expert. This strategy didn’t just bring in traffic but also nurtured leads as they engaged with the content. “Once the SEO and content strategy took off, we had a reliable stream of leads coming in without the constant pressure of paid ads,” the CMO explained. 

Paid Ads 

Several of the B2B SaaS CMOs we interviewed mentioned that paid ads were a crucial part of their lead generation strategy. One CMO shared how their company uses Google Ads and LinkedIn Ads to target potential customers based on specific keywords and professional criteria. 

Paid ads offer scalability and immediate results, allowing SaaS companies to reach a broad audience quickly. The CMO emphasized the importance of fine-tuning ad campaigns based on performance data. “When you get the targeting right, the ROI on paid ads can be substantial. It’s about testing, optimizing, and refining the campaigns continuously,” cited one CMOnoted. 

Webinars and Community Engagement 

Several CMOs highlighted the effectiveness of webinars and community engagement in generating leads for SaaS businesses. One CMO shared how hosting educational webinars allowed their company to position itself as a trusted authority while capturing qualified leads. “Webinars give you the chance to interact with potential customers directly, answer their questions, and build relationships in real-time,” noted the CMO. 

This CMO also emphasized the importance of engaging with online communities where potential customers are active. Whether through industry-specific forums, LinkedIn groups, or niche online communities, participating in conversations and providing value is a way to establish credibility and generate leads. “When you’re part of the conversation, leads naturally follow,” stated a CMO from a leading B2B SAAS company. 

Partnerships and Collaborations 

Another approach that came up in our discussions with CMOs was the use of partnerships and collaborations to expand their reach and generate leads. One CMO explained how building strategic partnerships with complementary businesses helped their company tap into new audiences they would not have been able to access otherwise. 

These partnerships often involved co-hosting webinars, sharing each other’s content, or creating joint marketing campaigns. “Collaborations give you the chance to leverage another company’s audience while offering value to both sides. It’s a win-win for lead generation,” the CMO shared. 

For SaaS businesses, partnerships can be a highly effective way to introduce your product to new markets without the need for extensive advertising budgets. 

Lead Generation Recommendations from PMG360 

After hearing what worked for various SaaS CMOs, PMG360 wanted to continue the conversation with strategies that have proven successful for our clients at PMG360. Drawing from our experience in running campaigns for SaaS businesses, we’ve found that a data-driven, AI-supported approach can significantly boost lead generation efforts. Below are our key recommendations based on results from previous campaigns. 

Get Data 

At PMG360, we believe that everything starts with high-quality data. Our extensive database of IT subscribers gives SaaS companies direct access to relevant, engaged leads. Having the right data allows you to target your outreach with precision, ensuring that you’re connecting with leads who are more likely to be interested in your product. As one CMO explained earlier in this article, ‘when you get the target right, your ROI can be substantial’--regardless of the channel.   

For SaaS companies, leveraging our data can mean skipping the trial-and-error phase and starting with leads that are already aligned with your target audience. The more accurate the data, the better the results, and that’s why our clients have consistently seen success by relying on our database. 

Do AI Cold Calling 

Another strategy that’s worked well for our clients is AI cold calling. While traditional cold calling can be time-consuming and labor-intensive, using AI transforms the process into a more efficient and precise method. By leveraging AI-driven systems, you can quickly identify hot leads and qualify them based on their engagement with your initial outreach. 

For SaaS businesses, this means focusing your sales team’s efforts on prospects that have shown real interest, reducing the time wasted on unqualified leads. AI cold calling helps narrow the pool to those leads that are actively looking for solutions in your space, enabling faster conversions and more productive conversations. 

Start an Email Lead Nurturing Campaign 

Once you’ve identified potential leads through data and AI cold calling, the next step is to nurture those leads through targeted email campaigns. At PMG360, we’ve seen great success when SaaS businesses use personalized email sequences to stay engaged with prospects over time. 

These email campaigns aren’t just about making a sale right away—they’re about building trust and providing value. By delivering relevant content, such as product updates, industry insights, or educational materials, you keep your brand top-of-mind for potential customers. This gradual engagement ensures that when leads are ready to make a decision, your product is the first one they think of. 

Run Retargeting Ads 

Another effective strategy that has worked for our clients is running retargeting ads. After you’ve engaged potential leads through email campaigns or AI cold calling, retargeting ensures that you stay visible to those who’ve already interacted with your brand. Whether it’s through social media ads or display ads, retargeting keeps your product top-of-mind for leads who may need a little more time to convert. 

For SaaS businesses, retargeting is particularly useful for prospects who have shown interest but haven’t taken the final step. By appearing in their feed or on websites they visit, you remind them of your solution at key decision-making moments. 

Create Compelling Content 

Lastly, no lead generation strategy is complete without compelling content. Your content is what positions you as a thought leader in your industry, and it plays a crucial role in building trust with potential customers. At PMG360, we always emphasize the importance of creating valuable content that educates, informs, and addresses the pain points of your target audience. 

Whether it’s blog posts, case studies, or whitepapers, your content should showcase your expertise and help prospects see why your solution is the right fit for them. In the SaaS world, content can nurture leads over time, providing them with the knowledge they need to make an informed decision—and ultimately, choose your product. 

How PMG360 Can Help You With Your Lead Generation Efforts 

At PMG360, we understand that every SaaS business has unique challenges when it comes to generating leads. That’s why we offer tailored, data-driven solutions that go beyond the basics of email outreach or cold calling. With our extensive database of over 2.4 million IT subscribers and our expertise in AI-supported lead qualification, we help SaaS businesses connect with the right prospects, faster. 

By partnering with us, you’ll gain access to: 

• Highly targeted data that ensures your outreach hits the right audience 

• AI-driven outbound lead generation to quickly identify hot leads 

• Personalized email campaigns to nurture leads and build lasting relationships 

• Retargeting strategies that keep your brand in front of potential customers 

• Relevant and compelling content creation to educate, inform address the pain points of your target audience.  

PMG360 has helped countless SaaS businesses boost their lead generation efforts, and we’d love to do the same for you. If you’re ready to take your lead generation to the next level, let’s discuss how our data and expertise can make it happen. Schedule your free consultation today.