A Guide To SaaS Marketing Customer Journey And How To Excel In It


Oct 31, 2023


12 min read

Being in any industry, understanding your customers is the basic requirement to start with it. In the SaaS market, knowing how your customers interact with your SaaS product, from their initial discovery to their post-purchase experience, plays an important part. This customer journey in the SaaS market, defined by various stages, plays a pivotal role in the success of your SaaS business. In a world where every stage of the business is digitalized, it is not enough to just offer a solution; it’s about developing a seamless and engaging SaaS customer journey that spans the entire customer experience. According to a Gartner survey, over two-thirds of companies now compete primarily based on customer experience, which is up from only 36% in 2010.

We are offering a complete guide on SaaS marketing funnel customer journeys that will lead us through the stages of this journey. We will help you explore the initial phases of awareness and consideration, progress to the decision-making process, and ultimately arrive at the pivotal post-purchase phase.

SaaS marketing can be complicated and ever-changing, often leaving businesses unsure of where to start or where to find reliable guidance. This guide is your step-by-step roadmap, providing a clear overview of the SaaS customer journey market. Our aim is to help you understand each phase of the SaaS customer acquisition so that you can spot opportunities for improvement and cultivate strong customer loyalty. This journey promises to be enlightening, filled with practical advice and valuable insights that will empower you to excel in the competitive world of marketing using our saas marketing playbook.

So, let’s begin with this voyage together as we navigate the dynamics of the SaaS customer journey, enabling you to meet your customers’ needs and take your SaaS business to new heights.


What is the SaaS Marketing Customer Journey?

The high pace of digitalization leads to customers having more influence over decisions. It’s no longer enough for businesses to rely solely on their marketing departments to call the shots. While our winning saas marketing team play a vital role, they often lean towards the creative side of product promotion rather than addressing the genuine needs of customers.

With the rapid advances in technology and the multitude of communication channels available, it’s become quite a challenge to keep up with the preferences and behaviors of every individual customer. This challenge has given birth to the concept of the “customer journey.”

The SaaS customer journey encompasses every interaction a customer has with your business across various stages, ranging from their initial onboarding to evolving into loyal advocates. Organizing customers into different stages helps your team make informed decisions to ensure their success, a task made all the more complex due to the sheer number of customers.

This is where SaaS customer journey maps come into play. They are tailored to assist customers in reaching their goals and extracting the maximum value from your services. These customer journeys offer valuable insights into the specific actions your internal success team and customers should take at each stage, prompting the need for a personalized SaaS marketing strategy for each phase of the journey.

Importance of Customer Journey in SaaS Marketing

Customer journey mapping humanizes your business operations. By putting yourself in your customers’ shoes, you improve customer retention and develop a deep understanding of their needs and preferences, building stronger, more lasting relationships. SaaS customer journey mapping simplifies understanding tools like chatbots on your website. It helps you recognize where and how these tools can best serve your customers. This, in turn, empowers your business to create new opportunities that increase customer satisfaction and success rates. By anticipating and addressing customer needs at each stage of their journey, you improve the user experience and drive success for your customers and your business. Below are the reasons why is it important to focus on customer journey in b2b SaaS marketing:

Understanding Where Customers Get Stuck

The customer journey serves as your detective, shedding light on the very points where your customers hit roadblocks. By closely examining this journey, you uncover the hurdles they face. It could be a daunting onboarding process, confusing user instructions, or perhaps a cumbersome interface. Once you identify these pain points, you are not only in a position to eliminate them, but you are also sending a powerful message to your customers – that you’re genuinely invested in enhancing their experience. This isn’t just about fixing issues; it’s about building trust and loyalty.

Reducing Churn Rate

Churn is the silent business killer, and understanding the customer journey equips you with the armor to defend against it. It’s like having a crystal ball that shows you why and when customers decide to bid farewell. With this knowledge, you can become proactive in your approach. For instance, when you recognize that customers often leave at a certain stage, you can take action. It might involve providing more personalized support to guide them through this challenging phase. It could also mean refining your product to meet their needs more effectively. By addressing the reasons behind churn, you’re not just retaining customers but also ensuring a more stable revenue stream.

Enhancing CLV

The golden ticket in the world of SaaS is a group of loyal, satisfied customers. These aren’t just one-time purchasers; they represent an ongoing source of revenue. When carefully crafting the customer journey, you effectively nurture these long-term relationships. They fall into the saas marketing funnel respective to the stages. Satisfied customers are more likely to renew subscriptions, expand their usage of your services, and become passionate advocates for your brand. This isn’t just about keeping revenue steady; it’s about rocketing your growth potential. By focusing on the customer journey, you’re not only securing the future of your business but also fostering a thriving community of loyal and satisfied customers who are your best ambassadors.

Stages In A Customer Journey

The SaaS customer journey unfolds in distinct stages, each playing a critical role in shaping the customer’s experience. To compete in this industry, you ought be in sync with the saas marketing automation tools. Here’s a breakdown of these stages:

1. Awareness

The journey commences with awareness. At this stage, customers either encounter a problem they need to solve or discover your product for the first time, perhaps through recommendations or online reviews. Your task is to capture their attention by providing captivating and distinctive content highlighting how your product can address their issues. To cast a wide net, employ techniques such as advertising, SEO, events, social media, or referral programs.

2. Consideration

Customers research your product or platform more deeply in the consideration phase to assess whether it can effectively address their needs. This stage might take time as customers weigh their options. Your SaaS company can simplify this phase if you have a rich content center, including blogs, webinars, white papers, case studies, and newsletters that showcase how your product can enhance their lives and resolve their problems.

4. Purchase

he purchase stage signifies the moment when the customer commits to your product. Payment is processed, and they officially become a customer. You need to make the purchasing process easy and less complicated so that customers do not change their minds. However, it’s essential to understand that the SaaS customer journey is far from over.

5. Adoption

This is where the initial onboarding process becomes crucial for your SaaS company. Offering users an excellent first-time login experience, a seamless sign-up process, and a welcoming email can significantly facilitate product adoption. These elements make it easier for people to embrace your offerings and start using them effectively.

6. Expansion

After adopting your product, customers may begin to incorporate it into their daily routines, successfully resolving their initial problem. The objective in the expansion phase is to enhance customers’ usage of your product. This could involve promoting additional features, demonstrating the product’s versatility, or offering guidance on how to extract maximum value.

7. Advocacy

Customers who adore your product, continue to use it, and engage with your business can become advocates. Advocacy might take the form of joining a referral program, recommending the product to colleagues, or spreading the word on social media. Customer advocacy is a testament to the exceptional value your SaaS product provides and is key to fostering brand loyalty and attracting new customers.

According to Esteban Kolsky’s research, 72% of satisfied customers are likely to share their positive experiences with at least six other people.

These stages in the SaaS customer journey guide your marketing efforts, ensuring you engage with customers at each step of their experience, from initial awareness to becoming enthusiastic advocates for your product.



How To Improve The SaaS Customer Journey

Creating a seamless and personalized customer journey is a cornerstone of success in the world of Software as a Service (SaaS). It’s about ensuring that your customers not only find value in your product but also have an exceptional experience throughout their interaction with your brand. Here are key strategies for enhancing the customer journey through our saas marketing mix:

1. Lead Nurture

Lead nurture is about recognizing that not all leads are equal. Prioritizing and focusing your efforts on the most promising leads is crucial. Develop a lead nurture process that includes lead qualification criteria to create a hierarchy. By doing this, you can identify and route highly qualified leads to your sales team through a Customer Relationship Management (CRM) system. This allows your sales team to convert these high-potential leads into opportunities efficiently. It’s a far more effective approach than trying to handle every lead all at once.

2. Trial Conversion

For SaaS businesses that offer free trials, converting trial users into paying customers is a top priority. As the trial period nears its end, it’s essential to remind users and create a sense of urgency. Use automated customer journeys to do this. Provide a mix of relevant product features, exclusive events, or webinars to showcase the value of your product. To encourage users to upgrade, use in-app prompts or follow-up emails with clear calls to action. For users who haven’t converted by the trial’s end, consider a sequence of emails and even direct outreach by the sales team.

3. Onboarding

Efficient onboarding is crucial to help customers experience your product’s value within the first 30 days. Create a customer journey that ensures customers set up their accounts correctly and understand how to use your product effectively. Use informative yet engaging automated email flows and provide access to a resource hub. Focus on the sign-up process, personalized welcome emails, first login experiences (e.g., product tours and checklists), and ongoing support to guide customers toward their ‘aha moment.’ It’s all about helping your customers get the most from your product from day one.

4. Customer Retention

Customer retention is all about maintaining strong, ongoing relationships with your customers. Implement customer retention journeys, which can include sending out weekly newsletters, sharing customer stories and use cases, and asking for feedback. Gathering feedback from customers is invaluable for addressing pain points and enhancing the product. Implement feedback mechanisms, such as website pop-ups, to understand customer experiences and adjust your strategy accordingly. Customer retention is about ensuring that your customers continue to see value in your product and feel supported throughout their journey.

5. Trial Abandonment and Preventing Churn

Churn, or the loss of customers, is a concern for all SaaS businesses. You can reduce churn by identifying “at-risk” customers. These are the customers who exhibit changes in behavior and reduced product usage, which may indicate they’re considering leaving. Automated platforms can help re-engage at-risk customers by triggering journeys when a drop in product usage occurs. Send automated email flows, ask for feedback through NPS surveys, and identify the reasons for inactivity. This approach allows you to address issues and retain more customers, ultimately reducing churn.

Improving the SaaS customer journey involves personalization, efficient communication, and proactive strategies to engage, retain, and support customers effectively. Remember that each SaaS business is unique, and your customer journeys should align with your specific goals and customer base. By focusing on these strategies, you can enhance the overall customer experience and drive success in the competitive world of SaaS.


Let Saffron Edge Help You With Improving Your SaaS Customer Journey

Improving your SaaS customer journey is a critical pillar of success, and Saffron Edge is here to be your partner on this transformative journey. We understand that every SaaS business is as unique as a fingerprint, which is why we don’t offer cookie-cutter solutions. Instead, we take the time to get to know your specific goals and your distinctive customer base, crafting tailor-made customer journeys to fit like a glove. Whether you’re focusing on lead nurture, trial conversion, onboarding, customer retention, or churn reduction, our strategies are fine-tuned to align seamlessly with your business, delivering remarkable results.

At the heart of our approach is the power of data-driven insights. We recognize that making your customer journey better begins with understanding it. We analyze the data to uncover opportunities, detect pain points, and pinpoint areas ripe for improvement. With in-depth knowledge of the SaaS customer journey market and SaaS customer acquisition, our saas marketing agency enables SaaS companies to work on the aspects that are acting as roadblocks to their success. This analytical approach helps us understand customer behavior, preferences, and the levers that drive conversions. By making data-backed decisions, we can craft efficient and effective customer journeys.

Automation and personalization are the engines that drive streamlined customer journeys. We specialize in implementing automation tools and techniques to deliver personalized experiences at scale. From automated email flows that hit the right notes to in-app prompts that make customers feel seen and valued, we ensure that every interaction is an absolute delight.

Engaging with your customers at every turn is key. We don’t just keep your customers informed; we inspire them and keep the fires of brand loyalty burning bright. Whether it’s through engaging newsletters, success stories, or the art of feedback gathering, we’re here to build a community that stands the test of time.

Churn is a foe we have vanquished many times. We excel in reducing churn by identifying at-risk customers and pulling them back from the brink. Our automated processes spring to life when a customer’s usage patterns shift, allowing us to solve issues and rekindle customer enthusiasm proactively.

Improving your SaaS customer journey isn’t a one-time fix; it’s an ever-evolving adventure, and we’re here for the long haul. Our ongoing support ensures that your strategies stay fresh and effective, no matter how the winds of change may blow.

But let’s not forget what it’s all about – results. If you hire saas marketing experts from Saffron Edge, we will drive real, measurable outcomes. Whether it’s in the form of increased conversions, a remarkable reduction in churn, or heightened customer satisfaction, we don’t just talk the talk; we walk the walk. Ready to turn your customer journey into a masterpiece? Let’s chat and create a path to success together. Contact us today to embark on your journey to SaaS excellence!