Why B2B websites fail to drive a steady flow of qualified leads

In this insightful episode of the Tekpon SaaS Podcast, host Cristian Dina is joined by Sam Dunning, the renowned founder of “Breaking B2B” and a seasoned expert in B2B and SaaS marketing. Sam Dunning dives deep into why B2B websites often struggle to maintain a steady stream of qualified leads and shares how his extensive experience in the field has informed his approach to tackling this issue.

Podcasting as a Strategy in B2B Marketing

Sam starts by discussing his podcast, “Breaking B2B,” which he has hosted for over four years and has amassed over 400 episodes. He reveals the complexities of managing a podcast, such as guest organization, content creation, and promotion, all while ensuring that the podcast aligns with business goals. He advises using podcasts as a strategic tool to interview target prospects, feature renowned industry figures, or showcase one’s expertise through solo episodes. Sam offers podcast creation through his company as a service, teaching B2B and SaaS companies how to set up, strategize, and promote their podcasts to meet their business objectives.

Addressing B2B Website Failures

One of the critical issues Sam addresses is why B2B websites often fail to drive a steady flow of qualified leads. He identifies a common mistake: businesses treat SEO as an afterthought rather than a core strategy. Too often, companies rely on essential keyword tools and AI-generated content without a well-thought-out strategy. According to Sam, effective SEO starts with deeply understanding the target audience’s search behaviors and needs. This, coupled with thorough competitor analysis and in-depth research, helps craft content that resonates with the ideal client and ranks well on search engines.

Sam’s company targets B2B and SaaS companies, particularly those struggling with organic Google search rankings. He emphasizes improving organic leads, demos, and calls booked via websites. His client base mainly consists of early-stage B2B SaaS companies with substantial funding or more established companies with revenues exceeding $1-2 million, which often neglect organic search in favor of outbound sales and paid ads.

One of Sam’s company’s services includes 90-day SEO sprints focusing on specific goals like increasing site authority through targeted content. Additionally, the company provides full setup support, from strategy development to content distribution, fostering a long-term partnership that functions like a fractional Chief Marketing Officer.

Sam shares some of his experimental marketing strategies in the episode, such as a LinkedIn series called “Ask the Public.” He contrasts smaller companies’ flexibility versus larger organizations’ bureaucratic hurdles, noting that smaller companies can execute innovative ideas more swiftly.Lastly, Sam shares his appreciation for the opportunity to discuss these critical insights on the podcast. He invites listeners to explore additional resources and the “Breaking B2B” podcast on breakingb2b.com for more in-depth knowledge and support on improving organic search results and lead generation.