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Aug 21, 2023

How SaaS Platforms Use B2B YouTube Ads For Lead Generation

Ready to supercharge SaaS lead generation? Learn potent B2B YouTube ad tactics for quality leads. Elevate your strategy today!

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Lead generation for SaaS platforms is the art of capturing the interest of potential customers and turning them into warm leads. When you gain the contact information of prospects, you can build a pipeline for sales efforts. The process involves offering valuable content, like webinars or whitepapers, in exchange for contact details. 

YouTube Ad has emerged as a powerful tool for B2B SaaS lead generation. Its visual and auditory nature allows SaaS companies to showcase product features effectively. Wondering how B2B YouTube ads help SaaS platforms amplify their visibility and ultimately generate quality leads? Read on to find out more!

Understanding the Target Audience 

Before diving into YouTube Ad creation, you must pinpoint your ideal leads. Understand your audience’s preferences, interests, and online behavior. Are they startup CEOs seeking streamlined operations? Or are they marketing managers searching for better automation tools? Delve into their personas and journey to tailor your approach effectively. 

Choosing the Right Ad Format

YouTube offers an array of ad formats, each with its unique charm. You can choose from the following ad formats:

  • Skippable in-stream ads: Use this to showcase detailed SaaS features. Target engaged viewers willing to explore product functionalities. 
 An image showing a skippable in-stream YouTube ad 
YouTube skippable in-stream ad example 

  • Non-skippable in-stream ads : Use this format to present a concise value proposition to capture immediate attention from the audience. 
  • In-feed video ads : Use this to promote shorter content like quick demos or customer testimonials. 
An image showing a skippable in-stream YouTube ad 
In-feed video ad example 

  • Bumper ads : This format is useful for delivering a short and memorable message.
  • Outstream ads : This format displays ads on partner websites and apps.  
  • Masthead ads : This ad format is displayed at the top of YouTube’s homepage. Use this for significant product launches or brand awareness campaigns.    

Crafting Compelling Ad Content 

Create content that captures attention within the first few seconds and hold it until the final CTA. You can build a story that addresses your audience’s pain points, showcases your solution, and leaves them curious for more.

Here are five tips to craft an attention-grabbing YouTube ad copy:

  1. Use high-quality visuals, animations, and graphics
  2. Keep your message clear and concise 
  3. Narrate a relatable story that connects emotionally with your audience 
  4. Demonstrate your SaaS offering in action
  5. Place a strong CTA at the end of the video

Here’s a compelling ad copy by Grammarly, a SaaS company offering cloud-based typing assistant:

A still from Grammarly’s YouTube ad showing its SaaS offering in action
Grammarly’s YouTube ad showing its SaaS offering in action  

Targeting and Segmentation for B2B YouTube Ads

Targeting and segmentation are important to serve your ads to the right people at the right time. You may not want to show a gaming ad on YouTube to a user looking for real-estate-related content.

Here are some popular ways to segment your audience and target them with your ads accordingly:

  • Demographics - choose specific age groups, genders, or location 
  • Interest-based targeting - segment audience based on topics, hobbies, and content they engage with
  • Keyword targeting - display ads related to specific keywords
  • Placements - select individual YT channels, videos, or websites for your ads to appear

Implementing Call-to-Action

When you have intrigued your audience, guide them toward action. The CTA invites viewers to take the next step. Make sure your CTA is crystal clear and enticing. Simply using ‘Click here’ wouldn’t result in lead generation.

Here are some compelling CTA examples for B2B SaaS that generates leads:

  • Start your free trial today
  • Request a demo
  • Get insights in minutes 
  • Optimize your workflow today  

Optimizing Landing Pages

Once a viewer clicks that enticing CTA, they should be greeted with your landing page. This element of your website is what nurtures them into concrete leads. It should be relevant to the ad, informative, and conversion-focused. 

Here are five tips to optimize landing pages:

  1. Maintain a seamless flow from the YouTube ad to the landing page.
  2. Clearly outline how your service addresses B2B challenges.
  3. Use industry-specific terminology that resonates with B2B professionals. 
  4. Include interactive elements like calculators, or ROI estimators.
  5. Display testimonials, case studies, and logos of well-known clients. 

Tracking and Analyzing Campaign Performance 

Whether there is a video ad for Instagram or YouTube, you must track and analyze campaign performance. It helps you unlock insights that drive informed decision-making. You can measure KPIs like:

  • Click-through rate
  • Conversion rate
  • Cost per click
  • Cost per lead 
  • Return on Ad Spend  

Various tools help you track these KPIs so that you can tweak your campaigns for better lead generation. 

  1. Blaze 
An image showing Blaze’s dashboard with performance metrics 
Tracking cross-platform campaign metrics with Blaze 

  1. Google Analytics 
An image showing Google Analytics dashboard for YT video metrics 
Tracking YouTube metrics with Google Analytics 

  1. YouTube Analytics 
An image showing the YouTube analytics dashboard  
YouTube analytics dashboard showing performance metrics

Leveraging Re-marketing 

Remarketing allows you to target visitors who have interacted with your previous YouTube ads. It allows you to stay engaged with potential leads, guiding them through the consideration phase and building trust. 

Here are three strategies to effectively retarget potential leads:

  1. Segment your audience based on their level of engagement to enable tailored messaging. 
  2. Create a series of ads that progressively tell a story of your SaaS solution.
  3. Offer educational content like e-books or case studies that showcase real-world success. 

Collaborating with Influencers  

As the lines between B2B entertainment marketing and digital marketing for the entertainment industry blur, harnessing the influence of renowned figures can be a game-changing strategy for your YouTube ad campaigns.

Here are some tips for identifying and partnering with relevant influencers for lead generation:

  • Choose influencers who have a strong connection to the entertainment industry. 
  • Analyze an influencer’s engagement metrics, such as likes, comments, and shares.
  • Discuss how your B2B SaaS solutions can offer value to their followers and enhance their content.  

Leverage B2B YouTube Ads Today!

YouTube serves a purpose beyond entertainment marketing – it's a potent platform for B2B SaaS lead generation. The strategies discussed in this blog will help you navigate the intricate lead generation landscape. By delving into audience insights, refining landing pages, and harnessing influencer partnerships, you can craft captivating YouTube ads.

Watch your SaaS platform thrive in the world of digital lead generation. Sign up with Blaze today!



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