How to Conduct B2B SaaS-Specific Keyword Research for Better Lead Generation
In the world of B2B SaaS, keyword research is more than just finding terms that generate traffic. It's about understanding your buyers' complex decision-making processes and aligning your SEO strategy to meet their specific needs at every touchpoint. The stakes are higher in B2B SaaS because the sales cycles are longer, the buying decisions involve multiple stakeholders, and the solutions offered often come with a high price tag.
According to Gartner, 77% of B2B buyers state that their last purchase was complex or difficult, which emphasizes the need for precision in keyword research to reach decision-makers at the right stage of their journey. Here's how to conduct highly technical B2B SaaS keyword research that drives more qualified leads and increases conversions.
1. Map Keywords to the B2B SaaS Buying Committee
Unlike B2C or even B2B in other industries, B2B SaaS purchases involve multiple decision-makers, each with different priorities. A typical B2B SaaS buying committee might include:
When conducting keyword research for B2B SaaS, it’s critical to map keywords to these different personas and their concerns. For example, C-suite-focused keywords might include "cost-saving benefits of SaaS automation," while IT-related keywords could be "SaaS integration with existing ERP systems" or "enterprise SaaS security best practices."
Technical Tip: Use persona-based keyword research tools like Demandbase and Clearbit to gain insights into the keywords specific personas in your target accounts might search for.
Gartner also reports that 64% of B2B purchase decisions involve four or more people. By targeting keywords relevant to each role, you ensure your content speaks to the entire decision-making unit.
2. Utilize Industry-Specific Keyword Modifiers
One of the key differences between B2B and B2C SaaS keyword research is the use of industry-specific modifiers. B2B SaaS solutions are often tailored to specific verticals—finance, healthcare, manufacturing, etc.—and using industry-specific keywords helps you stand out as a tailored solution rather than a general one.
For example, instead of targeting "CRM software," B2B SaaS companies should use modifiers like "CRM software for manufacturing" or "B2B CRM software for logistics."
According to Ahrefs, keywords with industry modifiers have lower competition but higher relevance, making them ideal for B2B SaaS lead generation. Industry-tailored content positions your product as the right solution for highly specific needs, which is crucial in the decision-making process where buyers are looking for proven use cases relevant to their sector.
Technical Tip: Use Google Keyword Planner or Ahrefs’ Keyword Explorer to find modifiers that B2B buyers in different industries are using to search for SaaS solutions. Look at your competitors' product pages to see what modifiers they are using successfully.
3. Leverage Competitor Gap Analysis
Competitor keyword analysis is a goldmine for B2B SaaS companies, particularly because the industry is so niche. By identifying gaps in competitors' keyword strategies, you can find untapped opportunities that will bring in traffic from segments they’re missing.
Start by identifying your top 3-5 competitors and using tools like SEMrush or Ahrefs to uncover the keywords they rank for. The next step is to look for keyword gaps, which are high-value terms they aren’t targeting but align with your product and its features.
For example, if a competitor is ranking well for "cloud-based call center software" but doesn’t rank for related terms like "enterprise call center software with AI" or "omnichannel call center SaaS," these are gaps you can exploit. This approach allows you to dominate micro-niches within the larger B2B SaaS space.
Technical Tip: Use SEMrush’s Keyword Gap Tool to automate this process. Input your domain and those of competitors, and the tool will automatically find keywords they rank for that you don’t, as well as opportunities they’ve overlooked.
4. Optimize for Feature-Specific Long-Tail Keywords
B2B SaaS buyers are often searching for very specific features, especially in the consideration phase. They want to know whether your solution solves their pain points in a way that’s scalable and customizable. Long-tail keywords based on specific features are critical here.
For example, instead of targeting "customer service software," target something more feature-specific like "customer service software with AI chatbots" or "SaaS customer support platform with predictive analytics."
A Conductor study found that 48% of B2B buyers use long-tail keywords during their research process, indicating a much higher intent to purchase. Feature-based keywords not only address specific buyer pain points but also position your content to rank higher due to reduced competition.
Technical Tip: Use tools like AnswerThePublic to uncover specific, long-tail questions people are asking about your SaaS product's features. This tool generates a list of questions based on your main keyword, helping you target users with highly specific queries.
5. Incorporate SaaS-Specific Buyer Intent Signals
Buyer intent is critical in B2B SaaS because buyers are doing extensive research before contacting a sales rep. B2B buyers complete 57% of their purchase process before ever engaging with a salesperson, according to Accenture. Therefore, you need to focus on keywords that reflect strong buying intent to capture leads earlier in the funnel.
Intent-based keywords in B2B SaaS often include terms like:
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These are transactional keywords that signal a readiness to engage with your brand, making them critical for generating highly qualified leads. By focusing on intent signals, you can capture decision-makers who are further down the buying funnel and closer to a purchase decision.
Technical Tip: Tools like G2 or Bombora offer intent data solutions that identify which companies are actively researching your product category, allowing you to tailor your content to match their needs. Combine these tools with BrightEdge to enhance your SEO strategy.
6. Account for the Sales Cycle in Content Strategy
In B2B SaaS, the sales cycle can be significantly longer than in B2C. It can span weeks or even months, with multiple touchpoints along the way. Keyword research needs to reflect this complexity, and content must be created to nurture leads throughout the extended sales cycle.
Here’s how to map your content to different points in the B2B SaaS sales cycle:
According to HubSpot, companies that align their content to the buyer's journey see a 72% higher conversion rate. This is particularly true for B2B SaaS, where nurturing through the funnel is essential.
Technical Tip: Use HubSpot’s SEO tool to create pillar pages and topic clusters that map directly to each stage of the sales cycle, ensuring that your content addresses the right questions at the right time.
7. Optimize for High-Value Keywords Through Data-Driven Persona Insights
B2B SaaS companies often serve diverse customer segments, each with unique needs. Personalization is key to driving more leads, and leveraging data-driven personas allows you to target high-value keywords that speak directly to each segment.
To develop these personas, you’ll need access to customer data from sources like Clearbit, LinkedIn, or ZoomInfo. Segment this data based on company size, industry, job title, and common pain points. For example, a B2B SaaS that provides project management software could have different personas for:
Technical Tip: Clearbit or LinkedIn Ads can help you develop keyword strategies aligned with persona data. Use these insights to segment your keyword research and create highly personalized landing pages and blog content.
8. Incorporate Account-Based Marketing (ABM) Keywords
Account-based marketing (ABM) is becoming increasingly popular in B2B SaaS, and integrating ABM strategies into keyword research can further enhance lead generation efforts. ABM allows you to tailor content specifically for high-value target accounts, making your outreach more personalized and relevant.
When conducting keyword research, focus on terms that high-value accounts are likely to search. For example, if your SaaS targets Fortune 500 companies, create ABM-based keywords like:
According to SiriusDecisions, companies using ABM saw a 208% increase in revenue. Combining ABM strategies with your keyword research ensures that you’re delivering the right content to the right companies, improving both lead quality and conversion rates.
Technical Tip: Use Demandbase to identify high-value accounts and create personalized keyword strategies that map to their needs. You can also use LinkedIn Ads to target decision-makers at those accounts with specific, intent-driven content.
Final Thoughts
B2B SaaS-specific keyword research requires a highly technical, data-driven approach to target multiple personas, industries, and intent signals. By mapping keywords to the buyer's journey, leveraging competitor gaps, and using intent data, you can create an SEO strategy that drives qualified traffic and high-quality leads.
As B2B SaaS continues to grow, precise keyword research will become an even more critical lever for success. Ensuring your content is aligned with the buyer’s intent at every stage of the sales cycle can give you a competitive edge, shortening the sales cycle and improving overall lead generation outcomes.
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