How to Build a B2B SaaS Marketing Funnel? The Definitive Guide

Did you know that 61% of B2B marketers say generating high-quality leads is their biggest challenge? 

Designing a B2B SaaS marketing funnel that attracts potential customers and effectively nurtures them toward conversion is a significant challenge for many businesses.

However, building it is crucial for your business as it bridges the gap between awareness and acquisition, ensuring that your efforts lead to scalable and predictable growth.

In this article, you will learn how to build a B2B SaaS marketing funnel that engages, converts, and retains customers. Let’s get started!

What Is SaaS Marketing Funnel?

Unlike traditional sales approaches, a SaaS marketing funnel focuses on building long-term customer relationships.

The ultimate goal is to keep users satisfied and engaged, ensuring they continue using the product and investing in it over time.

To achieve this, it’s essential to understand the four key stages of a SaaS marketing funnel:

🟢 Awareness – Capturing the attention of potential users and making them aware of the product.

🟢 Engagement – Encouraging interaction and interest through valuable content and experiences.

🟢 Exploration – Helping prospects evaluate the product and understand its benefits.

🟢 Conversion – Turning engaged prospects into paying customers.

Beyond these fundamental stages, SaaS companies often adopt structured funnel models to optimize customer acquisition and retention. The three most popular models include:

• The pirate sales funnel – Based on the AARRR framework, this model focuses on five key stages: Acquisition, Activation, Retention, Revenue, and Referral.

• The Bowtie Funnel – Shaped like a bowtie, this model creates a continuous, closed-loop system that delivers value and impact at every stage of the customer journey.

It emphasizes nurturing customer relationships both before and after a purchase, aiming to optimize acquisition and retention.

• The Bullseye Framework – This model uses a target as a visual guide.

The outer ring represents all potential growth or traction channels, the middle ring narrows down the best options, and the center (the bullseye) marks the ideal point where you want your customers to land.

Why is a Marketing Funnel Important for SaaS Companies?

A well-structured marketing funnel is crucial for SaaS companies to understand and optimize how their target customers make purchasing decisions.

Here are some of the benefits it brings to your business:

• Increased sales – A well-structured funnel simplifies the buying process, leading to higher conversion rates and increased premium sales.
• Better customer retention – Funnels encourage loyalty by nurturing prospects into long-term customers who are more likely to make repeat purchases.
• Targeted marketing – Helps you personalize campaigns based on customer preferences, increasing engagement and effectiveness.
• Streamlined customer journey – Marketing funnels simplify complex purchasing paths, making it easier for customers to move from awareness to purchase.
• Higher ROI – By focusing on the most effective stages of the funnel, businesses can maximize returns on marketing investments.

How to Build a SaaS Marketing Funnel: Practical Strategies for Every Stage

Stage 1: Build Awareness - Top of Funnel

The top of the marketing funnel is the gateway for potential users and is often your first interaction with them.

At this stage, the focus is on building brand awareness and ensuring your SaaS company stands out from the competition.

Here are some proven strategies to increase awareness:

1. Utilize Content Marketing

Content marketing – through blogs, videos, and social media posts – helps you address customer needs, offer solutions, share valuable insights, and provide practical how-to guides in an engaging way.

For example, you can write a blog post explaining how your product solves a common industry problem.

2. Leverage Email Marketing

Email campaigns are a powerful way to connect with your audience, whether for cold outreach or sharing behind-the-scenes content, news updates, or practical insights.

To maximize its impact, try these strategies:

✅ Offer a lead magnet (e.g., free eBook, checklist, webinar, or exclusive discount) to encourage sign-ups.

✅ Instead of sending the same message to everyone, segment subscribers based on:

• Engagement level (active vs. inactive users)
• Purchase history (new customers vs. repeat buyers)

• Interests (based on website behavior, lead magnet downloads, or survey responses)

✅ Create an engaging email flow:

• Welcome sequence – Introduce your brand, provide value, and set expectations.
• Nurture campaigns – Share useful content, case studies, and product insights to warm up leads.
• Promotional emails – Announce new products, exclusive deals, or seasonal offers.
• Re-engagement campaigns – Target inactive subscribers with special offers or surveys to reignite interest.

✅ Regularly track key metrics such as open rates, click-through rates, and conversion rates.

3. Use Influencer Marketing

Collaborating with influencers in your niche helps you reach an established audience and attract potential customers interested in your product.

Start by researching influencers in your niche who align with your brand values and have an engaged audience that matches your target market.

Consider factors like their:

• follower demographics
• content style
• past brand collaborations
• engagement rate

Once you identify potential influencers, reach out with a clear collaboration proposal.

This could include product reviews, sponsored posts, or co-created content that showcases your product authentically.

For example, an industry expert could review your product in a social media post, providing credibility and exposure to their audience.

4. Participate in SaaS Industry Events

Attending or hosting SaaS events and webinars is an excellent way to showcase your product and build relationships with peers and prospects.

For example, you can host a webinar demonstrating your product’s latest features and answering live questions from attendees.

Stage 2: Keep Users Engaged - Middle of Funnel

Once you've captured the interest of potential users and guided them into your SaaS marketing funnel, the key is to keep them engaged and nurture their curiosity about your product.

This ongoing engagement helps build trust and moves them closer to becoming loyal customers.

Here are some effective strategies to keep your prospects engaged:

1. Make Tailored Content

If your broader content strategy has sparked interest, you can now deliver more valuable, customized content that meets your customer needs.

The key is understanding your target audience's pain points – knowing more allows you to tailor content more effectively.

For example, if you're targeting small business owners struggling with customer retention, you could create a downloadable guide, "Customer Retention Blueprint: A Step-by-Step Guide to Increasing Repeat Business."

This guide could include:

• Common reasons businesses lose customers.
• A checklist for improving customer engagement.
• Email and social media templates for re-engaging past customers.
• Case studies of successful retention strategies.

2. Share Proof of Success

Showcase case studies or testimonials that highlight successful use cases of your product or share inspiring stories of how customers achieved their goals using it.

Here you can see how we did it:

• Discover how we helped AuthoredUp boost conversions by 64% with strategic content and expert website development.
• Learn how we took a SaaS tool from zero to 2.73 million organic clicks in just 13 months.
• See how our targeted strategies drove a 227.9% increase in signups for Myos in only six months.
• Find out how we quadrupled Hospitality ERP’s organic traffic in just half a year!

3. Use Retargeted Ads

Retargeting ads help you stay top-of-mind by reaching out to users who have already visited your website.
A powerful strategy is to use a lead magnet that attracts customers and helps you identify those interested in your product or service.

Here’s how to implement it:

• Create a lead magnet – Offer a free resource relevant to your target audience, such as an eBook, checklist, webinar, or template
• Promote the lead magnet – Use paid ads, social media, and email marketing to drive traffic to a landing page where users can download it in exchange for their email.
• Track and segment users – Capture user data when they sign up and segment them based on their engagement (e.g., those who downloaded but didn’t convert).
• Retarget with specific offers – Once you identify engaged leads, retarget them with ads tailored to their interest, such as a limited-time discount, free trial, or consultation.
• Automate follow-ups – Set up email sequences and retargeting ads to nurture leads over time and guide them toward a purchase.

4. Interactive Assessments

Engage potential users with interactive tools like quizzes or assessments tailored to their needs.

For example, design a quiz that evaluates a user's challenges and recommends features of your SaaS that best address them.
You can also add interactive elements like:

• Personalized reports – After completing a quiz, users receive a customized report highlighting their pain points and how your SaaS can solve them.
• Dynamic calculators – Create tools that allow users to input their data (e.g., time saved, cost reductions) to see the tangible benefits of your SaaS.
• Live demos – Offer interactive product walkthroughs based on the user's quiz responses, demonstrating the most relevant features.
• Gamification elements – Incorporate badges, progress bars, or achievement levels to make the assessments more engaging.
• Benchmark comparisons – Let users compare their results to industry averages or best practices to see where they stand.

One example of a company successfully using interactive elements to generate leads is Trainual, a business training platform.

They implemented an interactive demo tool that allows users to explore the product’s functionalities before signing up for a free trial.

This approach led to a 450% increase in free trial sign-ups and a 175% increase in conversions to paid users within seven days.

Stage 3: Exploration – Middle of Funnel

At this stage, potential users evaluate your offering more critically, weighing its benefits against alternatives.

Your strategies should emphasize trust-building, education, and making the decision process seamless.

You can do this using the following strategies:

1. Create Comparison Pages

Help prospects make informed decisions by comparing your product and competitors side by side.

Highlight the unique benefits and features that set your SaaS apart while providing clear, objective data.

A good comparison page should have:

• Comparison table – Clearly structured data showing features, pricing, and benefits.
• Tool explanation – A brief overview of what your product does and its key advantages.
• Drawbacks of alternatives – Transparently showcase where competitors fall short while maintaining an objective tone.
• Visual clarity – Use tables, icons, and bullet points to enhance readability.

2. Host Q&A Sessions

Engage potential users by hosting live Q&A sessions where they can directly interact with your team.

These sessions can occur via webinars, social media live streams, or dedicated community forums, allowing prospects to ask specific questions, voice concerns, and better understand how your product addresses their challenges.

To maximize engagement and impact:

• Tailor topics to audience needs – Promote sessions around common pain points, industry trends, or new features of your product.
• Feature key team members – Include product experts, customer success managers, or even existing customers to provide different perspectives.
• Encourage real-time participation – Use polls, live chat, or pre-submitted questions to make the conversation interactive.
• Follow up with attendees – Send a recap email with key takeaways, additional resources, and a call to action to continue the conversation.

3. Free products

Providing free tools on your website is a highly effective lead-generation strategy.

These tools not only offer direct value to users but also attract significant organic traffic due to their high search volume and relatively low competition.

Free tools are effective for lead generation because:

• They have high search volume and low competition, making it easier to gain visibility and attract traffic.
• They drive value-driven engagement, as users actively seek these tools to solve problems, making them more likely to be interested in relevant solutions.
• They enable seamless product integration, attracting users who align with your core product and may convert into paying customers.

Many successful companies leverage free tools to attract potential customers and generate leads. Here are some examples:
✅ Canva – Offers free design tools like a logo maker, color palette generator, and business card creator. These tools give users a taste of Canva’s platform, encouraging them to explore its premium features.

✅ Ahrefs – Provides free SEO tools such as a Keyword Generator, Backlink Checker, and Website Authority Checker.

These resources help users improve their SEO while introducing them to Ahrefs’ more advanced paid services.

✅ HubSpot – Features free marketing tools, including an email signature generator, blog idea generator, and CRM software. These attract marketers and business owners, showcasing HubSpot’s broader suite of solutions.

4. Use Chatbots

Potential customers who browse your site or consume your content might have questions or need assistance.

Chatbots can boost sign-up rates by 40%, as they provide instant responses to user inquiries, improving the user experience and encouraging engagement.

For example, you can set up a chatbot to guide users through product options or answer frequently asked questions instantly.

Stage 4: Conversion – Bottom of Funnel

The ultimate goal of a SaaS marketing funnel is conversion – turning qualified leads into paying customers.

Paying customers is the foundation of growing monthly recurring revenue for a SaaS business.

You can achieve this by using the following methods:

• Discounts and promotions – Convert leads into customers by offering limited-time discounts or promotions, such as "Sign up this week to get 20% off your first three months!"
• Offer flexible pricing options – Provide transparent pricing, tiered plans, and easy payment options to maximize user convenience.

For instance, offer a "Starter Plan" for $10/month and a "Pro Plan" for $30/month with additional features.

• Get personal – Address concerns with personalized follow-up emails or calls to engage with potential customers.

For instance, reach out to users who showed interest but didn’t sign up, offering assistance or answering any lingering questions to build trust and move them closer to conversion.

• Create scarcity – Implement urgency tactics like countdown timers or scarcity notifications.

For example, "Only 5 spots left in our discounted annual plan – offer ends in 2 hours!"

• Make the onboarding process easy – Provide seamless onboarding experiences through guided tutorials, one-click setup, or dedicated customer support to reduce friction.

Simplifying the first steps helps users quickly understand and engage with your product, increasing the likelihood of long-term adoption.

5. Offer Free Trials and Demos

Allowing potential customers to try your product through free trials or demos lets them experience its value firsthand.

An interesting fact is that a 30-day trial leads to the highest conversion rate (56%), outperforming shorter trials like 7 days (20%) or 14 days (15%).

A longer trial allows users to explore the product and fully understand its value.

To provide users with a seamless experience and better understanding of the product:

• Provide clear instructions
• Offer tutorials
• Conduct guide tours
• Ensure intuitive navigation
• Offer in-app assistance

Most Important Metrics to Track

Tracking your results is essential to understanding how well your product or SaaS business is performing.

By using the right tools to monitor key metrics, you can measure the effectiveness of your marketing funnel and make data-driven decisions to improve outcomes.

Here are the key metrics you should focus on to track the effectiveness of your marketing funnel:

🟢 Website traffic – Track the number of visitors landing on your website or specific pages to gauge how effective your outreach is.

Tools like Google Analytics or PostHog can help you monitor traffic sources and trends.

🟢 Leads – Count the number of potential customers who show interest by signing up, downloading content, or filling out forms.

Use customer relationship management (CRM) tools like HubSpot to organize and analyze lead data.

🟢 Conversion Rate – Measure the percentage of leads that turn into paying customers to understand how compelling your offers are.

Platforms like Google Analytics, PostHog or Mixpanel can track user behavior and calculate conversion rates.

🟢 Customer Acquisition Cost (CAC) – Determine how much you spend to gain each new customer and identify ways to optimize costs.

Budgeting tools like ProfitWell or marketing platforms like Facebook Ads Manager and Google Ads can provide insights into CAC.

🟢 Customer Lifetime Value (CLV) – Estimate the total revenue you can expect from a customer over their lifetime to evaluate long-term profitability.

Use Stripe or HubSpot to calculate CLV and predict future revenue streams.

🟢 Customer Satisfaction Score (CSAT) – Measure customers' happiness with your product, service, or experience through surveys and feedback forms.

Tools like SurveyMonkey make collecting and analyzing customer satisfaction data easy.

Mistakes to Avoid

Here are some mistakes that people commonly make while creating marketing funnels.

Avoiding these pitfalls can significantly improve your funnel’s effectiveness and drive better results.

❌ Failing to know your audience – To create a successful SaaS marketing funnel, you need a deep understanding of your audience and their specific needs.

Without this knowledge, your content won’t resonate or engage effectively.

❌ Overlooking the importance of quality content – Every buyer journey stage requires top-notch content that tells your brand story and showcases your product.

This content should also demonstrate the value you’ve brought to other developers.

❌ Neglecting to optimize your funnel – Ignoring gaps in your funnel can lead to lost leads. For example, if you have plenty of interest but few purchases, you might not effectively showcase your product’s benefits.

❌ Skipping proper lead qualification – Ensure you qualify leads by checking their interest, budget, and authority to make decisions.

Well-qualified leads increase sales team success rates and improve conversion outcomes.

Conclusion

Now that you understand a SaaS marketing funnel and how to implement strategies at each stage, you can start building a system that drives consistent growth and engagement.

By following these steps, you will not only attract and convert high-quality leads but also foster long-term customer relationships that fuel retention and loyalty.

If you're ready to take your B2B SaaS marketing funnel to the next level, Omnius is here to guide you every step of the way.

Schedule a 30-minute call with our experts to transform your into a results-driven engine for growth and customer retention!

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