…mostly because I had the same question keep popping up with SaaS clients. Basically some variation of, "What are the channels we should focus on to generate leads?" (Spoiler: organic social won’t be the main lead generator for a B2B. 🤪)
Instead of asking them to take my word for it, I decided to answer the question with data. Figured the results might be useful to folks on IndieHackers who are trying to figure out digital marketing!
Here are some of the highlights of what I found:
- Organic search (i.e., Google) is consistently the biggest source of traffic, new visitors, and often leads for these SaaS businesses, driving up to 68% of all traffic.
- Referrals: The companies getting the highest share of traffic from referrals (up to 48% of traffic) have baked referrals into the core workflows of their products.
- Email accounts for less than 5% of traffic, on average, but has an incredibly high ROI, upwards of 3,800%.
- Social media: In terms of sending social traffic, YouTube is second only to Facebook for most of these SaaS companies.
- Digital advertising: 94% of companies have run paid search campaigns in the past year, but only 72% of the companies run display ads–making it the least-adopted source of traffic in the dataset. For the majority of companies who do run display ads, Google Display Network is the top driver of ad traffic, by a long shot.
Going into this, I hadn't realized that big B2B SaaS companies had been leveraging YouTube so successfully. Are any of the results surprising to you?
Regardless, I hope this is useful to someone!
If you're interested, I've shared the detailed results here: