The 4 Steps for Killer SaaS Marketing Lead Generation: Part 2, Calls to Action

This is the second installment of a four-part series on how to streamline your SaaS company’s lead generation strategies. If you haven’t read Part 1, go do that. Like, right now. I’ll be right here waiting for you, I promise.

[Folds hands. Waits patiently.]

Great! Welcome back!

So, after getting your content offer built and looking tight, it’s time to craft a Call to Action (CTA.)

All a CTA is is a clearly stated direction for what you want the prospect to do.

For example: “Download ebook.”

Simple, right? It’s not rocket science. But there are a few things you need to keep in mind:

1. Put it Somewhere People Can See it.

This means you want it “above the fold.” You don’t want people to have to scroll down to see it. It needs to be right there in their face.

2. Don’t Get Cute

Keep it simple. Make it a single, clear instruction. “Download eBook” is perfectly fine. You don’t have to go all Glengarry Glen Ross on them at this point. Instruction converts much better than persuasion.

3. Contrast

Make your CTA button a different color than the rest of the page. People need to see it. And the easiest way to do is to make it a different color. We usually use warm, bright colors for the actual button, but you do you.

4. Link the CTA to a Dedicated Landing page

You want the prospect to go to a landing page where they will give you their info in exchange for the content offer. So, link it up!

5. Thank You Opportunities

After the prospect has downloaded the content offer from the landing page, you’ll have a Thank You page pop up to, well, thank them. This is a great place to put another CTA for either another content offer, or maybe an invitation to read a blog post or engage in another way. You’ve put it all that work to get them to your site. Now, keep them there.

In Part 3, we’ll take a look at how to create a highly effective Landing Page. It’ll be a lot of fun. Jokes, snacks, good times.

I hope to see you there.


If you want to learn how to craft simple, effective marketing messages for complex products or services, we lay out the whole step-by-step process in our new ebook But No Simpler.

In it, you’ll learn:

    • How to develop powerful Buyer Personas that lets your marketing message cut through the clutter.
    • How to spend real time in the problem space and develop solutions that solve the right problems.
    • How to speak directly to your prospects in a way that meets them right where they are… and draws them right back to you.
    • And so much more!


And… you can download it for FREE right here!

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SaaS marketing lead generationSaaS landing pages