The Importance Of Selecting The Right Prospecting Channel for B2B SaaS

Taya Krohmali
December 4, 2022
5 min read


As a B2B SaaS founder, it’s important to know what channels work best for your business and your prospects. This article discusses the importance of selecting the right channel for prospecting, the consequences of selecting the wrong channel, and tells you how to select the right channel based on your company's goals and audience.

As monthly recurring revenue is the lifeblood of your business, one of your primary goals as a business owner is to ensure that you are increasing your MRR consistently every single month. One of the ways to do this organically (that is, without spending money to acquire users through paid advertising) is to generate leads that you can eventually turn into customers. There are a number of ways to go about this, but one of the most effective is prospecting. Prospecting involves reaching out to potential customers and trying to sell them by signing up for a free trial or demo for your SaaS product.

Of course, the first step in prospecting is finding potential leads. This can be done in a number of ways, but the most important thing is to select the right channel. The wrong channel could mean wasted time and resources, so it's crucial that you take the time to find the one that will work best for your business.

Selection Factors

There are a few things to consider when selecting a prospecting channel:

Your Target Audience: First and foremost, you need to think about who your target audience is. What age group are they in? Where do they live? What do they do for a living? Answering these questions will help you narrow down your list of potential channels.

Your Goals: What are you hoping to accomplish with your prospecting campaign? Are you looking to get more testers for a beta launch, qualified demos booked, or paid sign-ups? Once you know what your goals are, you can start to look at different channels that can help you reach those goals.

Data: If you aren't able to filter based on data on your prospects or customers, it may be best to stick with traditional channels that allow you to easily target based on desired demographics, such as LinkedIn. However, if you are able to find potent communities full of your ideal prospects, such as on Facebook, Twitter, Slack, Discord or Spotify, you can leverage those opportunities as well.

Budget: While the act of sending another person a message online is free, you'll need to pay for tools, and/or labour. Tools might include costs associated with setting up cold email, purchasing prospecting profiles, or automation on social platforms. Labour might include virtual assistants, or sales development representatives (SDRs).

Time Investment: How much time are you willing to spend reaching out and prospecting for new business? If you’re only willing to allocate a few hours per week, you may wish to use a channel like cold email where you can "set it and forget it," save for responses and monitoring campaign health. However, if your goals are high and you are trying to reach out to as many new companies as possible, you'll likely want to assemble an outbound team to get the message out.

The Consequences of Selecting the Wrong Channel for Prospecting

What you may not realize is that the channel you use for prospecting can have a big impact on your results.

Selecting the wrong channel can lead to a number of consequences, including low response rates, wasted time and resources, and missed opportunities. So it's important to choose the right channel for your needs.

Here are some things to consider when making your selection:

1. Who is your target audience?
2. What are their needs and wants?
3. What channels do they already use and trust?
4. What's the best way to reach them?
5. What's the most cost-effective option?

Answering these questions will help you narrow down your options and choose the best channel for prospecting. Remember, taking the time to select the right channel can pay off in a big way in terms of time, money, and results.

The Outcome of Selecting the Right Channel for Prospecting

As a business, it is important to market through the right channels in order to reach your target audience. The same goes for prospecting. If you want to be successful in reaching your target market, you need to select the right channel for prospecting. There are many factors to consider when choosing a prospecting channel, such as the type of product or service you offer, your budget, and the demographics of your target market.

Selecting the right channel for prospecting can make a big difference in the outcome of your marketing efforts. If you choose a channel that is not well suited for your products or services, you may not reach your target market. On the other hand, if you choose a channel that is well suited for your products or services, you can achieve success in reaching your target market.

The bottom line is that selecting the right channel for prospecting is essential for achieving success in reaching your target market. Consider all of the factors involved in choosing a prospecting channel before making a final decision.

Taya Krohmali
Director of Content