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Everything You Need to Know About Building a Successful B2B SaaS Marketing Funnel

Zack Hanebrink
Zack Hanebrink 29 December 2022

Are you looking to build a successful B2B SaaS marketing funnel? If so, you've come to the right place! In this blog post, we'll discuss everything you need to know about building a successful SaaS marketing funnel. We'll cover strategies to attract traffic, convert traffic to leads and paid subscribers, as well as all the buyer's journey stages. With the right knowledge, you'll be able to build a SaaS marketing funnel that will help you reach your business goals. So let's get started!

Saas Funnel

Attracting Traffic

When building a successful B2B SaaS marketing funnel, it's important to plan out the organic and paid media channels you'll use to drive traffic to your site. 

For SaaS companies, digital marketing channels like SEO, content marketing, and email marketing are great ways to generate organic leads. With SEO, you can attract people searching for keywords related to your product or services, while content marketing and email marketing can keep your leads engaged. 

Paid channels like search engine advertising, social media advertising, display ads, retargeting, etc., are also great for driving targeted traffic to your website. The key is to find the channels that provide quality traffic that convert into paid users. 

No matter which channels you choose, the goal should be to create a B2B SaaS marketing funnel that captures potential leads and moves them through the buyer’s journey until they make a purchase. Along the way, you'll need to nurture those leads by providing valuable information and engaging with them in meaningful conversations. Social proof, such as customer reviews and case studies, can also help increase trust in your product and demonstrate its value. 

Finally, don't forget about A/B testing different messaging and page designs so that you can continually improve your B2B SaaS marketing funnel and optimize it for conversions. By following these strategies, you'll be on the path to creating a highly successful marketing funnel!

Converting Traffic to Leads

When it comes to building a successful B2B SaaS marketing funnel, one of the most important steps is converting traffic into leads. To do this effectively, you’ll need to create high-converting landing pages that speak to your target audiences’ pains, challenges, and goals. 

Leverage conversion rate optimization to increase sales and nurture top-of-funnel leads with email marketing automation. This can help you ensure that you capture as many leads as possible while they’re in the buyer's journey's awareness stage, allowing you to convert those leads into paying customers. 

Another great way to capitalize on B2B SaaS marketing funnel opportunities is through webinars. Webinars offer an engaging way to educate potential prospects on topics related to your product or service, allowing them to get to know you before making a purchase decision. They are also effective for boosting customer loyalty and increasing customer lifetime value. 

Additionally, content upgrades are a great way to get users hooked on your product without having them go through the full buyer's journey process. These are generally offered on specific content pieces related to their use cases and offer additional resources like ebooks, white papers, checklists, etc. 

Finally, don't forget about social media ads – they can be an effective tool for remarketing and retargeting users who have already interacted with your brand but haven't yet converted. With strategic ad targeting, you'll be able to reach relevant audiences who are interested in what you have to offer. 

Social media campaigns also provide valuable data that you can use to optimize campaigns down the line. Creating effective PPC campaigns is another essential component of any successful B2B SaaS marketing funnel. With paid search, you'll have the ability to reach people actively searching for solutions like yours at the very bottom of the sales funnel. Focus on creating targeted campaigns based on buyer personas to maximize conversions from ad spend. 

Lastly, tracking user actions across channels is critical for understanding how users move through your B2B SaaS marketing funnel and where changes need to be made. By analyzing user behavior data, you'll gain invaluable insights into how users engage with different parts of your website and where improvements should be made for increased conversions.


Converting Leads to Paid Subscribers

One of the common challenges for software companies is converting leads and trials to paid subscribers. Growing a B2B SaaS marketing funnel is not just about attracting traffic and converting them to leads but also about converting those leads into paying customers. 

There are many marketing strategies that companies can use to increase their lead-to-customer conversion rates. A key part of any successful SaaS marketing funnel is conversion rate optimization (CRO). 

CRO helps you understand which elements of your website, landing pages, and emails are effective at converting leads and where improvements can be made. CRO also involves optimizing the customer experience, making it easier for customers to navigate through your website, and helping them find what they are looking for. 

Some tips to help convert leads to paying customers include using targeted messaging and content, providing a personalized experience based on the user’s behavior, and offering discounts or other incentives. Asking questions that target the user’s needs can also help convert leads to paying customers by demonstrating that you understand their pain points and can provide the best solution. Another important step in growing a B2B SaaS marketing funnel is remarketing campaigns. Remarketing ads can be used to remind users who have shown interest in your product that you still exist. 

Finally, social proof, such as customer reviews and success stories, can go a long way in convincing potential customers to purchase your product. Utilizing all of these tactics when constructing your B2B SaaS marketing funnel will give you the best chance of success in generating new sales and revenue from leads who have already interacted with your company.

The Buyer's Journey

Understanding the buyer's journey is essential for building an effective B2B SaaS marketing funnel. There are three stages of the buyer’s journey: awareness, consideration, and decision. Each stage requires different marketing strategies to convert potential customers into paying customers. 

At the awareness stage, potential customers are still unfamiliar with your product and services. Your goal at this stage is to make them aware of your company, brand, and solution. Strategies like paid search and social media advertising will help drive more traffic to your website and create more brand awareness.

At the consideration stage, potential customers are familiar with your brand and solution but are still evaluating your offering against the competition. Content marketing is the best way to educate potential customers on why they should choose your product or service over other options. For example, case studies, eBooks, webinars, and infographics can all be used to showcase the value of your product or service.

At the decision stage, potential customers have narrowed down their options and are ready to decide whether or not to purchase your product or service. Conversion rate optimization (CRO) is a great way to convince them to choose you. CRO involves testing different elements on your website, such as design, messaging, and layout, to increase conversions.

By understanding the buyer's journey and deploying the right strategies for each stage, you can build an effective B2B SaaS marketing funnel that attracts qualified traffic, and converts leads into paying customers and ultimately boosts sales for your business.


Awareness Stage

At the Awareness stage of a B2B SaaS marketing funnel, buyers are just beginning their journey and are in research mode.

Whether you are a startup or an established SaaS business, it's important to understand the marketing funnel. It is a tool for tracking and analyzing your efforts to drive more revenue. Whether you're looking for more sales, better customer experience, or improved performance, it's a great way to measure your performance and make sure your marketing efforts are working.

A SaaS marketing funnel helps you get qualified leads into your sales pipeline and eventually into your paid customer base. By using the right strategies and tactics, you can improve the effectiveness of your product and create a strong, consistent user experience. However, it's important to remember that your funnel isn't set in stone. Rather, it's a flexible and adaptable tool that evolves over time.

The first step in creating an effective marketing funnel is to understand the customer's journey. You can do this by focusing on your most common touchpoints. Once you know what's working, you can begin tweaking the funnel. If you have a high bounce rate, for example, that's a sign that your landing page isn't pulling people in.

As a potential customer moves further down the funnel, they will hit many more touchpoints. This includes researching pricing, finding the right vendor, and learning more about your product.

At this stage, the buyer may decide to switch to another vendor. They may also decide to choose between your competitors. During this phase, you should provide them with more information on your products and solutions and build trust.

When you're done with this stage, you can move on to the Consideration phase. You can continue to develop your relationship by answering questions, sending educational content, and providing a free demo. Ideally, you'll build up enough of a relationship to be able to cross-sell.

After your prospect signs up for a trial, it's time to get them to become a paid customer. Often, this will be in the form of a monthly recurring revenue plan.

At this stage, you should monitor your customer's engagement with your company, including how they interact with your marketing material, your website, and your social media presence. Use this insight to further customize your SaaS marketing funnel.

It is important to be strategic with content you put out there to attract potential customers at this stage. Content should create awareness and educate potential buyers on your product and its advantages. Be sure to include topics such as what type of problems can be solved with your product, why it is the best choice for their business, and how your product is different from the competition. Try to address common pain points that your target audience has and provide solutions that they may not be aware of. Utilize different platforms like blogs, social media, webinars, podcasts, and other forms of content to reach potential customers in the Awareness stage. Make sure the content focuses on providing helpful information to readers instead of being overly sales-oriented. A

Additionally, use analytics data to gain valuable insights into customer needs and wants so that you can adjust the content accordingly. Pay attention to the keywords and phrases your target audience is using so that when they search for information related to their problem, your content will show up at the top of search engine results. 

Finally, track user engagement with each piece of content by using analytics tools so that you can adjust your strategy and optimize for maximum effectiveness. With an effective strategy at the Awareness stage, you can create a successful B2B SaaS marketing funnel.

Consideration Stage

When customers reach the consideration stage in a B2B SaaS marketing funnel, they are close to making a purchase decision and are likely comparing your solution to those of your competitors. It's important to provide content that helps them understand why your product is the best solution for their goals, challenges, and pains. 

During this stage, focus on creating content that communicates how your product stands out from the competition. Talk about unique features and demonstrate the value of your product through customer stories or case studies. Also, leverage customer reviews and testimonials to build trust with potential buyers.

Help customers narrow down their choices by providing educational material, such as white papers, e-books, webinars, etc. These resources should help potential buyers make an informed decision while learning more about the benefits of your product. Additionally, use this time to reinforce your brand's authority and expertise in the industry. 

It's also important to make sure that the customer can easily access your pricing information during the consideration stage. Clearly outlining payment plans and adding a free trial period could be helpful in getting customers over the finish line. 

By providing potential customers with the necessary information to make an informed decision, you can help them move closer to making a purchase.

Decision Stage

At the decision stage, your potential customers are ready to make a purchase. This is where you need to offer them a powerful hook that will convince them to become a lead. Offer them something that will help seal the deal, like a free trial or demo. This can be incredibly effective for B2B SaaS marketing funnel success. Show them what is in it for them and how your product or service can meet their needs. 

Present solutions to any issues they may have, or give them a demonstration of what your product or service can do for them. By offering a free trial or demo, you are giving them an opportunity to experience your product before committing to buy. This is a great way to provide assurance that your product will meet their needs. 

Additionally, if possible, consider offering incentives to encourage people to sign up for a paid subscription, as this will help drive long-term engagement and loyalty. Your incentives should align with customer goals, such as discounts on subscription plans or access to premium content. 

Finally, don’t forget to include social proof, such as testimonials from satisfied customers throughout your B2B SaaS marketing funnel. Social proof shows others that there are real people getting results from using your product which gives potential customers more confidence in their purchasing decision.


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Creating and optimizing your SaaS marketing funnel is critical to your business' success. Your funnel represents the customer's journey from first contact to paying customer. To optimize it, you must understand the various stages and understand the key metrics that measure your success. By tracking and analyzing your funnel, you can better optimize your online marketing strategy, which will result in higher sales.

The conversion funnel is a marketing tool that allows you to map and track the different activities that your target audience engages with. It's designed to get you qualified leads that are ready to buy. You can then follow up with these leads through various sales tactics.

A conversion event happens when a potential customer takes a particular action, such as signing up for an email newsletter or visiting your website. This is considered a "high-intent" action. While it's not a "need" to purchase, it's a good indicator that you should continue to nurture these leads.

One of the best ways to build brand loyalty and generate revenue is to design an effective product or service. This process starts with identifying your ideal prospect and building brand awareness. Next, you must make a connection and begin to offer a solution to their problem.

In some cases, a free trial may be the only way to engage with a prospect. In other cases, you might be able to do it through a webinar or free presentation. However, not all businesses can afford a free trial.

You can also use a retargeting campaign on social media to nudge your prospects to become paying customers. Although this might be a big cost, it's a worthwhile investment.

As you can see, there are a number of ways to optimize your SaaS marketing funnel. By using Hotjar's product experience insights tools, you can determine what stage of the funnel your customer is in and how to improve your SaaS marketing strategy. With this knowledge, you can optimize your funnel, boost sales, and build a stronger product for your customers.

Whether you're a small startup or a global corporation, you'll need to optimize your SaaS marketing funnel for your specific needs.


A SaaS marketing funnel is an approach to marketing that helps brands attract, convert and retain customers. While traditional marketing funnels focus on just generating leads, a SaaS marketing funnel takes the process a step further and targets consumers who are ready to convert to paying customers.

The key to using a marketing funnel is understanding how the customer journey works. This can help companies determine the most effective channels and ensure the customer experience is optimized. For example, you can see how many users are spending time on your website and which content drives conversions.

Understanding the customer journey can also help you avoid friction points. Having specific goals and metrics can help your sales team and marketing teams stay on track and help you gauge success. These goals and metrics can also be used to align departments and help you achieve your revenue goals.

If you're looking to boost your marketing efforts, start by measuring your SaaS marketing funnel. Your funnel represents a customer's path from initial awareness to the point of purchase. Once you've completed a certain step of your SaaS marketing funnel, you can compare it to your other leads and decide if your actions are bringing you closer to your goals.

After a lead enters the funnel, it's important to follow up with them. If you're not able to connect with your prospects, you could lose them and cause a loss in revenue. Using a CRM tool is a good way to keep track of your sales pipeline and prompt your sales team to take action.

In order to increase your revenue, you should monitor the data in your SaaS marketing funnel to see which stages are performing better. You'll need to use key metrics to measure the effectiveness of each stage and to determine if your marketing efforts are creating problems.

Some of the most important metrics for your SaaS marketing funnel are the conversion rate and lifetime value of your customers. To calculate the conversion rate, you will need to compare the number of leads you have with the intent of the lead to take an action. Similarly, you will want to track the lifetime value of your customers to know how much you will earn from them over the course of their relationship.


One of the most important metrics to track in SaaS operations is Activation rate. This is the percentage of new users who activate. A good activation rate can help your marketing channel be more profitable. It's also important to measure this metric over time.

Creating an activation funnel can help you map out your customer journey. Identifying which touch points have the highest impact will help you determine which ones you should focus on.

In order to achieve a high activation rate, your sales and marketing teams need to take a closer look at how you approach customers. Creating a powerful onboarding experience and creating an excellent customer support channel are some key areas to consider.

Using product experience insights tools like Sherlock, you can analyze the success of your activation process. These reports can show you which customers have completed the steps to activate and which are still working their way through.

Using this data, you can identify potential obstacles along the way. Reducing friction is a great way to help your users stick with the product. Providing guides and offering helpful phone calls are other ways to make your users feel like they are getting value from the product.

The most effective way to increase user activation is to create a strong and well-coordinated activation engine. This means creating best-in-class onboarding and working with your engineers and growth teams on in-app messaging. By doing so, you can convert prospects into active users. Developing a solid activation game is essential for any SaaS business.

Whether you are developing a new product or you have been around awhile, it's vital to understand how to improve your activation game. Developing the right strategies and tactics can be the difference between a churned account and an affluent customer.

Measuring your activation rates isn't as simple as it seems. Instead, try to measure the steps your users take to activate their accounts. If you have a lot of steps, the path to activation can become complicated. On the other hand, if you only have a handful of steps, your users will be more likely to reach their aha moment.

Paid Search

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However, it’s important to note that setting up and managing a successful paid search campaign requires expertise and experience. That’s why it’s advised to hire a professional to prevent you from wasting your advertising budget on ads that don’t convert. A skilled specialist will help you create high-performing campaigns that will get you the best return on your investment. To make sure that your B2B SaaS marketing funnel is as effective as possible, start by creating specific campaigns for each of the steps in the buyer’s journey. Use different keywords and content tailored to each stage of the buyer’s journey to make sure that you reach potential customers when they are looking for information or ready to purchase. 

Additionally, make sure to keep track of all metrics associated with your B2B SaaS marketing funnel, such as cost per lead (CPL), conversion rate (CVR), and customer lifetime value (LTV). Having access to these metrics will allow you to monitor your funnel performance so you can adjust and optimize accordingly. To maximize success with B2B SaaS marketing funnel creation, focus on developing content pieces that can be used at each stage of the buyer's journey so you can continue to attract new leads and convert them into customers.

Social Media Advertising

When creating social media ads, you need to start with understanding your ideal customer demographic and avatar. Then, create campaigns that will capture their attention and drive them to take action. Make sure that your ads are optimized for performance and include clear messaging about the benefits and value of your product or service.

Additionally, when creating your social media ads, consider using targeted A/B testing to optimize the performance of your ads. This allows you to identify the best-performing ads and continuously improve the effectiveness of your campaigns.

By leveraging social media advertising, you can ensure that you are reaching the right people and driving them to take action and convert on your B2B SaaS marketing funnel.

Conversion Rate Optimization

Split testing can have a dramatic impact on increasing your conversion rate by allowing you to identify which version of your website, landing page, or ad performs better with your target audience. This can be done through A/B testing, where two different versions of a page are tested against each other to determine which one yields the highest conversion rate. 

Maximizing your ad dollars is essential to increasing paid subscribers. A solid CRO strategy can ensure that you’re investing in the most effective ads and messages that will entice your prospects to click and make a purchase. 

Finally, optimizing the user experience by making it easier for prospects to find what they need is key. Streamlining your signup process and eliminating extra steps can improve user engagement and help convert more leads. 

By focusing on CRO tactics, you can drive more traffic to your website, convert more leads to paying customers, and ultimately increase your return on investment.

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