What is a SaaS Marketing Funnel?


Nov 1, 2023


12 min read

In this contemporary marketplace, things have changed for businesses as well as customers. Earlier, the SaaS landscape was far less crowded, and consumers had limited choices. A survey indicates that 64% of large organizations express apprehension about the rapid pace at which Software as a Service (SaaS) adoption is progressing, citing concerns that it may be outpacing their cybersecurity measures. However, prospective buyers are no longer satisfied with a one-size-fits-all approach. They have become discerning, research-driven, and cautious in their decision-making.

SaaS providers need an effective strategy to convert these discerning prospects into loyal customers. This is where the B2B SaaS funnel marketing becomes crucial. The marketing funnel is the pathway that guides potential customers through the journey from initial awareness to a paying subscription. It’s the bridge that leads to customer acquisition, and the more efficiently you navigate it, the faster your SaaS business can scale.

In this article, we won’t just be discussing conventional marketing strategies. Instead, our focus will be on a unique dimension of the SaaS marketing funnel and metrics. saas marketing strategy through its funnels serve as the stage for your performance. They offer invaluable insights into your customer’s journey, from their first interaction with your brand to the moment they commit to your service. It’s the platform where you systematically guide potential customers through your value proposition, your unique selling points, and more.

The more effectively you navigate customers to the ‘bottom’ of your sales funnel customised especially from our Saas Marketing playbook, the faster you can achieve substantial growth for your SaaS business. So, get ready to explore the world of SaaS marketing funnels, where design and strategy converge to unlock your business’s full potential. Keep on reading this blog to gain more knowledge about the SaaS marketing funnel.


What Do You Mean By SaaS Marketing Funnel?

Technology and innovation rule the roost; winning and keeping customers is more of a journey than a mere transaction. Let’s introduce you to the SaaS marketing funnel—an organized pathway that kicks off with making potential customers aware of your brand and extends far beyond that initial sale. It differs from short-lived marketing campaigns you might associate with online shopping. SaaS customer acquisition requires a more subtle, long-term approach.

The adventure through the saas marketing strategy b2b and the funnel starts with that essential step of etching your brand into the minds of potential customers. But it doesn’t end with their first purchase. In the SaaS world, it evolves into a continuous voyage, one that involves nurturing trust, maintaining engagement, demonstrating your expertise, and consistently communicating the enduring value of your product.

As users move through this journey, they come across various touchpoints, each an opportunity for engagement and influence. How you navigate these interactions can significantly affect your decision to convert. You need to know your b2b SaaS sales funnel stages since it acts like having a powerful magnifying glass, helping you zoom in on the details and figure out where and why potential customers might veer off course, failing to complete their journey to becoming paying customers.

User Experience (UX) design emerges as a potent tool in this context. It transforms user interactions into seamless, engaging experiences, guiding prospects deeper into the funnel, ultimately resulting in conversions and the growth of your business.

As we navigate through different b2b SaaS sales funnel stages saas marketing budget, it’s important to keep in mind that the customer’s journey is not a mystery; it’s a well-lit path under your control. It’s a path where strategy, design, and intent come together to guide potential clients from initial awareness to steadfast advocacy skillfully.


Stages In SaaS Marketing Funnel? Which Metrics Are Involved In Each Funnel?


The acquisition is the first phase of the SaaS sales funnel. During this stage, your primary goal is to generate marketing-qualified leads who are interested in learning more about your SaaS product. Potential users may discover your brand through various channels such as Google searches, social media posts, or paid advertisements. The effectiveness of your strategies at this stage can be measured through metrics like click-through rates, bounce rates, the number of Marketing Qualified Leads (MQLs) generated, cost per click (CPC), and session duration.

For instance, using tools like Google Search Console, Google Adwords, Ahrefs, or Semrush, you can track website performance, paid ad performance, and Semantic SEO and SEO metrics to optimize your acquisition strategy. To enhance this stage, you can email campaigns or in-app notifications to gather feedback and encourage more users to discover the value of your product. Key metrics that provide insights into your success at this stage include:

Click-through Rates (CTR): CTR measures the percentage of users who click on your advertisements or content. It indicates the effectiveness of your marketing efforts in driving initial interest.

Bounce Rates: Bounce rates reveal the percentage of users who visit your website but leave without exploring further. High bounce rates may signal that your landing pages or content need optimization.

Marketing Qualified Leads (MQLs): MQLs represent leads that have shown a genuine interest in your product or brand. It’s crucial to track and nurture these leads, as they have the potential to become paying customers.

Cost per Click (CPC) and Cost per Mille (CPM): These metrics help you evaluate the cost-effectiveness of your advertising campaigns.

Session Duration: Session duration measures how long visitors spend on your website. Longer durations often indicate that users are engaged and exploring your content.


The Activation stage is a pivotal phase in the SaaS marketing funnel, and it marks the transition from potential users to active, paying customers. This is where you aim to convert users who have shown interest in your product, often through free trials or demos, into customers who see the value in your offering and are willing to make a financial commitment. Key metrics used at this stage are as follows:

Activation Rate (AR): AR is a key metric for evaluating your performance in the Activation stage. It’s calculated by dividing the number of users who have successfully activated (become paying customers) by the total number of new users. This metric provides insight into the effectiveness of your strategies in converting trial users into paying customers.

Activation Points: In the Activation stage, users might activate based on different features or actions. Some users may activate after using a specific feature, while others might activate after experiencing a different aspect of your product. To truly understand activation, it’s essential to cluster your users into different value groups. This allows you to calculate activation rates in cohorts and provides accurate data about activation points for different user personas.

One effective strategy to increase activation is to create a sense of urgency or a “Fear of Missing Out” (FOMO) among free users. This can be achieved by showcasing the benefits of upgrading to a paid plan or highlighting exclusive features or time-limited offers. Providing exceptional customer support during the Activation stage can make a significant difference. Users who receive prompt and helpful assistance are more likely to convert to paying customers.

A smooth and intuitive onboarding process is essential for user activation. Streamlining the initial user experience, offering clear guidance, and reducing friction in the onboarding flow can encourage users to explore and engage with your product. Email campaigns can be a powerful tool for guiding users toward activation. You can send well-timed and personalized emails that provide valuable information, highlight key features, and encourage users to take the next step. Email confirmation delays can also create anticipation and encourage users to complete the activation process.


Retention is arguably the most critical stage in the SaaS marketing funnel, particularly due to the subscription-based pricing structure common in the SaaS industry. This stage is where you work to keep customers engaged and using your product consistently. Effective metrics to measure your performance include customer return rate, churn rate, and session duration.

If any of these metrics appear poor, it’s essential to identify the specific point at which users are leaving and seek feedback for improvement. Retention can be optimized through highly personalized email campaigns, robust customer support, and a focus on providing value that keeps users coming back. The metrics you should focus on include:

Customer Return Rate: This metric tracks the percentage of users who continue to reuse your product over a specific time period. A higher customer return rate signifies strong retention.

Churn Rate: The churn rate reveals the percentage of users who stop using your product within a specific time frame. Reducing churn is a top priority in SaaS, as it directly impacts revenue.

Session Duration: Measuring the time users spend with your product per session can provide insights into user engagement and satisfaction.

Monitoring these metrics is essential as improving retention has twofold benefits. Firstly, it saves you from the high costs associated with acquiring new customers. Secondly, it contributes significantly to Monthly Recurring Revenue (MRR), Annual Recurring Revenue (ARR), and Customer Lifetime Value (CLV).


The Referral stage, often referred to as the advocacy stage, is where satisfied customers become promoters of your SaaS product. These customers are so delighted with their experience that they willingly recommend your product to their friends, colleagues, or peers, potentially leading to new users. Referral marketing is a powerful strategy that leverages the trust and recommendations of existing customers to expand your user base.

Key Metrics used at this stage:

Viral Coefficient: The viral coefficient measures the number of new users that an average current customer generates. If this coefficient is greater than 1, it indicates that your product naturally spreads through referrals. A viral coefficient above 1 signifies that each customer is bringing in more than one new customer, which can lead to exponential growth.

Customer Satisfaction Index (CSI): CSI is a survey-based metric that represents the level of customer satisfaction with your product. A high CSI indicates that customers are content with their experience and more likely to recommend your product to others.

Net Promoter Score (NPS): NPS is another survey-based metric that assesses the likelihood of a customer recommending your product. It categorizes customers into promoters, passives, and detractors based on their willingness to recommend. Promoters are those who are highly likely to refer your product.

One of the most effective strategies for boosting growth in the Referral stage is to implement a well-structured referral program. This program encourages your existing customers to refer your product to their networks, usually in exchange for incentives or rewards. Referral programs can be a win-win situation, as customers receive benefits for their recommendations, and your user base expands.

Encourage and facilitate word-of-mouth marketing by ensuring that your product provides an outstanding user experience. Satisfied users are more likely to naturally recommend your product to others in their professional or personal circles. Utilize email marketing to engage your existing customers and prompt them to refer friends or colleagues. Send personalized and persuasive emails highlighting your product’s value and the benefits of referring others.

Incorporate social sharing features within your SaaS product, making it easy for users to share their positive experiences or achievements with their social networks. This can help amplify your product’s visibility and generate organic referrals. Create a community or platform where your most enthusiastic customers can advocate for your product, share their success stories, and answer questions from potential customers. This can be a powerful way to build a network of advocates who actively promote your product.


The Revenue stage in the SaaS marketing funnel is where potential customers recognize the value of your product and are motivated to make their first payment. At this stage, the focus shifts from lead generation and user engagement to monetization as users make the crucial decision to become paying customers.

Consider these key metrics at the revenue stage:

Monthly Recurring Revenue (MRR): MRR measures the revenue generated from subscription-based services on a monthly basis. It provides insights into the recurring revenue stream, allowing you to track growth and predict revenue.

Annual Recurring Revenue (ARR): ARR is similar to MRR but measured on an annual basis. It represents the sum of all recurring revenue from subscriptions over a year. ARR is valuable for assessing long-term revenue stability.

Average Contract Value (ACV): ACV calculates the average value of a customer contract or subscription. It helps understand the typical value generated from each customer, which can inform pricing and marketing strategies.

Customer Lifetime Value (CLV): CLV assesses the potential long-term value of a customer over the entire duration of their relationship with your SaaS product. It considers the revenue generated throughout the customer’s lifetime.

Strategies for Enhancing Revenue:

Educate Free Users: To boost revenue, you need to educate free users about the additional benefits they can access by upgrading to a paid plan. Showcase the value and features exclusive to paying customers. Use targeted email campaigns to convey these advantages.

Upsell and Cross-Sell: Implement upselling and cross-selling strategies to encourage existing customers to expand their usage or invest in complementary products or services. Identify opportunities to offer enhanced features or related products that align with your customers’ needs.

Tiered Pricing Plans: Create tiered pricing plans that cater to different customer segments with varying needs and budgets. This allows you to capture a broader range of customers, from those seeking basic functionalities to those requiring advanced features.

Discounts and Promotions: Offer time-limited discounts or promotions to incentivize users to commit to a paid subscription. Special offers can create a sense of urgency and encourage users to make the first payment.

Value Communication: Continually communicate the value and benefits of your SaaS product to users. Emphasize how it addresses their pain points and improves their workflows. Clear and persuasive value propositions can be powerful in convincing users of the worth of your product.

To Sum Up

The journey through the SaaS marketing funnel has revealed that success in the SaaS industry is a multi-faceted adventure. As we have explored each stage, it’s evident that following these phases can help in better SaaS growth. These stages are interwoven, forming a seamless path to nurturing a loyal customer base and achieving consistent revenue.

The marketing funnel for the saas marketing mix is not a rigid mold but a dynamic roadmap, requiring an intimate understanding of your audience, a commitment to providing stellar user experiences, and a willingness to adapt and optimize your approach continually. User-centricity and continuous refinement are the keys to business growth in the SaaS market.

Saffron Edge, the SaaS marketing agency par excellence, comprehends the complexities of SaaS. With our adeptness in tailoring marketing solutions, we coax you to hire SaaS marketing experts from our winning SaaS marketing team which have expertise in the labyrinth of this funnel. Saffron Edge’s dedication to data-driven strategies, innovative methodologies, and client satisfaction has solidified its standing as the go-to partner for companies eager to maximize our SaaS marketing endeavors. You must invest in improving the saas marketing customer journey to gain better returns. But we understand SaaS marketing in a startup is difficult and hence, made some solutions that would suit the SaaS requirements of startups.

In a world that transforms swiftly, the SaaS marketing funnel remains an invaluable guide for businesses striving to attain their objectives. It’s not just about acquiring customers; it’s about forging enduring relationships, delivering unwavering value, and, ultimately, boosting growth. So, you need to rely on an expert agency for your SaaS business, and we are one of them. Contact our professionals for better guidance today!