The HR SaaS Lead Generation Guide: Why Problem-Aware Prospects Are Your Untapped Goldmine
(And How to Convert Them into Sales)
My aim with this blog is to highlight a major mistake in the HR SaaS space and provide a solution that would help you generate more marketing qualified leads.
Major Mistake: Focusing solely on the most aware and product-aware prospects
Let’s zero in on a commonly overlooked misstep — focusing solely on the most aware and product-aware prospects, those who sit at the Bottom of the Funnel. Sure, it may seem like a shortcut to quick wins, but this strategy inadvertently neglects a vast ocean of potential prospects.
Let’s dissect this to understand its impact.
Reason #1: The Unseen Potential in Problem-Aware Leads
While working with an HR SaaS, I stumbled upon a stark revelation — a chunk of our target audience wasn’t tech-savvy.
Some of them have a little bit of an idea of the benefits of automation and using SaaS tools, but a lot of them don’t know there’s a solution specific to their problem. Imagine the possibilities if we guide these problem-aware individuals towards your product as their ‘Eureka!’ solution, even before your competitors get a whiff.
Reason #2: Over Reliance on Existing Leads — Drying Up The Sales Pipeline
Solely focusing on the already product-aware leads might result in an oversaturated and (eventually) depleted market. You might over time barren your sales pipeline. And the prospects you have, are also looking in at your competitors.
You need a strategy to channel in hot problem-aware leads who just need that little nudge to move further down the funnel.
Reason #3: Less Competition in the Problem-Aware Market
“The early bird gets the worm.”
Targeting problem-aware prospects (and even prospects who aren’t aware of the problems yet) presents an opportunity to tap into a market that’s less crowded.
This gives you a sneaky competitive advantage that will get you some good ripped sweet fruits soon.
Here’s how to fix this: Start with Identifying your problem-aware leads
To set the foundation, you need to identify your problem-aware leads.
Step 1: Understand the common problems in the HR field
Master the problems of HR professionals.
Research and understand the most common challenges that HR professionals face in their daily roles. This could be anything from inefficient processes to high employee turnover rates. These problems may vary by industry, company size, and other factors. Get specific about them.
Step 2: Conduct surveys or interviews
One of the best ways to identify problem-aware leads is to ask them directly.
Conduct surveys or interviews with HR professionals in your target market. Ask them about their biggest challenges and see if your product can help solve these problems. Find your market and create space for yourself.
Step 3: Monitor industry forums and social media
HR professionals often discuss their challenges and seek advice on industry forums.
Join LinkedIn groups, Reddit subs, slack communities and other social media platforms and learn more about their problems. This will help you create a good customer archetype to help you find the prospects you’re looking for.
Step 4: Look at website analytics
If you have content on your website that addresses specific problems in the HR field, look at the analytics for these pages. Individuals who visit these pages may be problem-aware leads. (We’ll talk more about this in Day 3)
Step 5: Use a lead-scoring system
Implement a lead scoring system that includes behavioral indicators of problem-awareness. For example, a lead might receive a higher score if they download an eBook about a specific HR challenge or if they spend a lot of time on the pricing page of your SaaS product (You definitely need marketing tools to manage these).
These steps should help you effectively identify problem-aware leads for your HR SaaS.
How Do You Make Most Off The Problem Aware Prospects
One simple thing to keep in mind when you’re addressing problem aware market is to take them a level higher and once they’re at higher level, you take them even higher.
Here’s what I mean by this.
According to Eugene Shwartz customer awareness level is in either of these 5 stages:
- Unaware
- Problem Aware
- Solution aware
- Product Aware
- Most Aware
Your strategy should be to hold hands of your prospects and take them a level higher by educating them until they’re most aware and they buy from you.
Let’s talk about the bigger picture strategies here:
Strategy #1: Teach and Attract through Content Marketing
Use the power of content to educate your leads about their challenges and how your product can resolve them. Evaluate your content’s reach. Don’t just talk about solution your product solves.
Ask these 3 questions to evaluate:
- Does it cater to beginner HR folks?
- Does it solve problems without explicitly pitching your product?
- Does it help the “unaware” realize they have a problem?
Strategy #2: Customize Communication
Align your messaging with their awareness level.
As we discussed above, understand awareness level and create email sequences, educational resources and other “touch” points with the HR professionals accordingly.
Emphasizing with their issues and problems. Let them feel you know their problems better than they do.
Strategy #3: Deliver Value Upfront
Offer resources like educational email courses, guides, or tools that enhance their understanding of their problem.
Always remember the golden rule. Value first. Sale second. Educating properly about the product is value too.
