SaaS Sales Funnel Guide: Everything You Need To Know

We all know that having a brilliant SaaS product isn’t enough these days — you need a proper sales and marketing funnel to guide website visitors through the customer journey and turn them into happy, paying customers.

As a leading B2B SaaS marketing agency, we’ve helped countless SaaS businesses optimise their sales funnel for SaaS.

We’re here to share everything we’ve learned along the way.

Quick takeaways (because we know you’re busy)

• Your marketing and sales teams need to work hand in hand – no silos allowed!
• You’ll need different strategies for each part of your funnel (we’ll show you precisely what works)
• Keep an eye on your metrics and optimise regularly (we’ll tell you which ones matter)
• Your marketing and sales teams must be best mates (seriously)
• The right tech stack makes all the difference (and we’ll help you choose)

What is a SaaS sales funnel?

Think of your B2B SaaS sales funnel as a map of your customer’s journey — from the moment they realise they have a problem to the wonderful day they become your client.

Monitoring these customer journeys can provide valuable insights for optimizing conversion funnels, especially when dissected within the AARRR framework.

Unlike selling sneakers or coffee machines, SaaS is a different beast altogether. You’re dealing with longer decision-making processes, multiple stakeholders (Hello, procurement team!), and ongoing relationships rather than one-off purchases.

Too many SaaS companies treat their funnels like just another fancy marketing concept. But here’s the thing — it’s your blueprint for growth. It helps your teams understand precisely where your prospects are in their buying journey and what they need to hear from you at each stage.

When you get this right (and we’ll show you how), it’s like having a GPS for your business growth.

SaaS Marketing funnel vs SaaS Sales funnel: What’s the difference?

This is a really common question, so let’s clear things up. While these terms often get thrown around interchangeably, they’re quite different and need to work together:

Your marketing funnel:

A B2B SaaS marketing funnel needs specific strategies to engage decision-makers throughout their longer buying journey.

• It gets your name out there and builds buzz
• Uses clever content marketing and SEO to attract the right eyes
• Educates your prospects about problems they might not even know they have
• Hands over qualified leads to your sales team on a silver platter

SaaS marketing funnels play a crucial role in guiding potential customers from initial interaction to paid subscription, focusing on understanding and showcasing value propositions to increase customer retention.

Your sales funnel:

A B2B sales funnel for SaaS requires special consideration.

• Takes those warm leads and turns them into customers
• Uses personalised demos and trials to show your value
• Addresses specific worries and objections
• Focuses on getting those contracts signed

From working with SaaS companies like yours, we’ve learned that you need both to work seamlessly together.

Stages of a SaaS sales funnel

Whether you’re figuring out how to get first customers for SaaS or scaling your existing pipeline, understanding these funnel stages is crucial.

TOFU (Top of the Funnel)

So, this is where you cast your line and reel in potential customers who might not even realise they need you yet. Your SaaS marketing top-of-the-funnel strategies are crucial as it’s usually the first time your buyers “meet” your brand.

Your SaaS content marketing funnel should include:

• Blog posts that tackle real problems your prospects face
• Thought leadership pieces that show you know your stuff
• Videos that explain complex ideas simply
• Social media content that’s worth sharing

Want to know what really works? When we partnered with Lingio, we didn’t just create random content. Our team dug deep into their audience’s pain points and created material that resonated.

Their organic traffic went through the roof, and their sales team suddenly had quality leads knocking at their door.

MOFU (Middle of the Funnel)

This is where things get interesting. Your prospects now know they’ve got a problem, and they’re actively looking for solutions. At SaaStorm, we’ve cracked the code for this crucial stage:

• Email campaigns that don’t feel like spam (yes, it’s possible!)
• Webinars that teach rather than sell
• Case studies that tell real success stories
• Proper in-depth guides that deliver value

We’re a bit obsessed with getting this stage right for our clients. Why? Because this is where you build trust and show your expertise. Get this wrong, and you’ll lose them to your competitors.

BOFU (Bottom of the Funnel)

Now, we’re getting to the pointy end of things. These leads are hot, they’re qualified, and they’re ready to make a decision. This is where you need to bring your A-game:

• Custom demos that speak directly to their needs
• Free trials that show your value
• Case studies that prove your ROI
• Comparison pages that honestly show why you’re better

Additionally, focusing on customer retention can be more cost-effective than acquiring new customers, as loyal customers often contribute significantly to profits.

Speaking of comparison pages, you might want to check out what we did for Reditus:

• Reditus vs. PartnerStack

• Reditus vs. Rewardful

• Reditus vs. Impact

• Reditus vs. FirstPromoter

• Reditus vs. Tapfiliate

• Reditus vs. LeadDyno

• Reditus vs. GrowthHero

• Reditus vs. Everflow

• Reditus vs. Tolt

We didn’t just list features – we created comprehensive comparison pages that helped prospects make informed decisions.

Because let’s face it, your prospects are very savvy – they want honest, helpful information to make their choice.

Building a SaaS sales funnel: Our step-by-step guide

Understanding your audience starts with creating an effective SaaS sales funnel.

Step 1: Understand your audience

We see this constantly: companies jump straight into tactics without knowing who they’re talking to. This is a big mistake. Before you write a single blog post or set up any campaigns, you need to nail down your buyer personas and Ideal Customer Profile (ICP).

Retaining existing customers is crucial for generating ongoing revenue, especially within a SaaS business model. Focus on creating consistent value and positive user experiences to address the needs of both potential and existing customers.

We’re not talking about those generic personas that sit in a PowerPoint and gather dust. We mean proper, detailed profiles based on:

• Deep-dive interviews with your current customers
• Analysis of your best-performing accounts
• Conversations with your sales team (they’re a goldmine of insights!)
• Data from your CRM and analytics

Step 2: Map out your funnel

It’s time to get practical. Your funnel needs to be more than just a pretty diagram – it needs to be a living, breathing pathway that guides prospects from awareness to purchase. Here’s how we help our clients build funnels that work:

1. Start with your customer’s journey, not your internal process. Implement strategies to convert prospects into loyal customers, such as reward programs to appreciate long-term customers.
2. Create clear handoff points between marketing and sales
3. Define exactly what content and actions happen at each stage
4. Set up tracking to measure progress (more on metrics later)

Step 3: Streamline your tools and tech stack

We love a good spreadsheet as much as anyone, but you’ll need proper tools to scale your funnel effectively. Here’s what we typically recommend to our clients:

Must-haves:

• A robust CRM (we’re fans of HubSpot and Salesforce)
• Marketing automation tools
• Analytics platform
• Content management system

Nice-to-haves:

• Lead scoring tools
• Account-based marketing platforms
• Customer feedback tools

But don’t get caught up in shiny object syndrome. We’ve seen companies waste thousands on tools they barely use. Start with the basics, master them, and expand as needed.

SaaS marketing funnel: Key strategies that work

First things first: building an effective SaaS marketing funnel starts with strategies that not only attract potential customers but also nurture and convert them.

SEO and content marketing: The long game that pays off

Let’s be honest – everyone likes to talk about content marketing, but few do it well.

At SaaStorm, we’ve developed a comprehensive B2B SaaS SEO framework that consistently delivers results.

Here’s how:

1. Create cornerstone content for each funnel stage
2. Optimise for both search engines and humans (yes, you can do both)
3. Build content clusters that support your key topics
4. Update regularly based on performance data

Remember Lingio? Their blog was getting decent traffic but few conversions. We restructured their content strategy to align with buyer intent at each funnel stage. The result? Not just more traffic but quality leads that their sales team wanted to talk to.

Demand generation and paid campaigns (because sometimes you need to be fast)

While organic growth is great, sometimes you need results faster. Our approach to B2B SaaS demand generation focuses on creating qualified opportunities.

Here’s how we approach paid campaigns:

1. Start with remarketing (easiest wins first)
2. Layer in targeted LinkedIn campaigns (especially for B2B SaaS)
3. Use Google Ads for high-intent keywords
4. Test and scale what works

Email and retargeting campaigns

Let’s face it – most lead-nurturing emails are rubbish. They’re either too salesy or too vague.

Here’s what works:

• Behaviour-triggered emails based on real user actions
• Content recommendations that match their interests
• Clear next steps that make sense for their stage
• Regular touchpoints that add actual value

SaaS sales funnel metrics that matter

Let’s get straight to the point: at SaaStorm, we believe revenue is the only metric that truly matters at the end of the day. 

Sure, we can measure dozens of marketing metrics, but if they’re not translating into revenue growth, they’re just vanity numbers. Maintaining a paying customer is crucial for generating a predictable revenue stream.

That’s why we do things differently. We don’t just hand over traffic reports and call it a day. Our team gets stuck into our clients’ CRM systems, tracking exactly how our marketing efforts impact the sales pipeline and Monthly Recurring Revenue (MRR). 

Now, let’s break down the metrics we track obsessively at each funnel stage to ensure we’re driving real business growth:

TOFU Metrics: More than just traffic

Yes, website traffic is nice, but here’s what we’re looking at:

• Traffic-to-signup conversion rates
• Demo booking rates from content
• MQL quality scores (tracked in your CRM)
• Revenue contribution by traffic source

MOFU Metrics: Where the magic happens

This is where we get excited about pipeline metrics:

• Email sequence revenue contribution
• Webinar attendance to sales opportunity rate
• Content engagement to MRR correlation
• Lead velocity rate (with revenue potential scoring)

BOFU Metrics: The money makers

These are the numbers that directly impact your bottom line:

• SQL to closed-won conversion rate
• Sales cycle length and its impact on revenue
• Customer Acquisition Cost (CAC) to Customer Lifetime Value (CLV) ratio
• Revenue growth by marketing channel

And here’s something most agencies miss: Tracking these metrics weekly with their clients’ sales teams. Understanding these metrics is crucial when learning how to increase SaaS revenue through your funnel.

Common SaaS sales funnel mistakes and how to avoid them

While building a SaaS sales funnel, it’s easy to fall into common traps that can hinder your progress. Addressing these challenges is crucial for optimising conversions and customer acquisition.

The marketing and sales misalignment

We see this all the time – marketing celebrates their MQL numbers while sales complains about lead quality.

Here’s how to fix it:

• Create a shared definition of qualified leads
• Set up regular marketing-sales meetings (and make them worthwhile)
• Share wins AND losses
• Use lead scoring that both teams agree on

Strong alignment between marketing and sales teams consistently leads to better results. It’s simple: When both teams regularly share insights and feedback, they can better serve potential customers throughout the buying journey.

Neglecting funnel optimisation

Your funnel isn’t a slow cooker – you can’t just set it up and walk away.

We recommend:

• Weekly metrics reviews
• Monthly strategy adjustments
• Quarterly deep dives
• Continuous content updates based on performance

Let’s look at an example of a SaaS sales funnel in action.

The Lingio success story: Real results, real learning

The challenge

When Lingio, a B2B SaaS AI-powered platform offering training solutions, came to us, they were facing challenges many SaaS companies will recognise:

• An almost invisible online presence
• An empty blog with minimal organic traffic (just 45 daily clicks)
• Complete reliance on outbound efforts
• No inbound marketing engine

Our approach: What worked

We didn’t just throw tactics at the wall. Instead, we:

1. Conducted a comprehensive two-week discovery phase where we analyzed their competitive landscape and uncovered growth opportunities
2. Created topic clusters and detailed keyword mapping to establish their authority
3. Implemented a dual content production strategy combining AI-assisted and human-written content
4. Built high-quality backlinks (30+ with an average DR of 68)
5. Produced 125 pieces of SEO-optimized content
6. Continuously optimized for both Google and Bing

The Numbers: Because results matter

The results speak for themselves:

• 500% organic traffic growth in just 9 months

• 11x increase in inbound leads
• Over 50,000 organic clicks
• 2.6 million+ organic impressions

• 300+ keywords ranking in Google’s top 10
• 200+ MQLs generated through organic search
• 60% of sales pipeline from organic traffic

But here’s the interesting part – the most significant improvements came from focusing on fundamentals: thorough research, consistent content production, and continuous optimization rather than chasing trendy tactics.

How SaaStorm supports SaaS sales and marketing funnels

At SaaStorm, we specialise in empowering SaaS companies to optimise their sales and marketing funnels for maximum impact. From attracting leads to converting them into loyal customers, we’re here to help you achieve sustainable growth

Our expertise across the funnel: We know your funnel inside out

We’re not just another marketing agency. Our team works across every stage of the funnel:

TOFU:

• A content strategy that genuinely drives qualified traffic
• SEO that targets buyers, not just browsers
• Technical optimisation that makes Google happy
• (And yes, we handle MOFU and BOFU content, too – because great content works at every level)

MOFU:

• Demand generation campaigns that warm up leads
• PPC management that doesn’t waste your budget
• Lead nurturing that keeps prospects engaged
• Conversion rate optimisation that works

BOFU:

• Sales enablement content that closes deals
• Case studies that showcase actual results
• Comparison pages that convert
• ABM campaigns that target your dream accounts

Why work with SaaStorm?

We could bang on about our years of experience and impressive client list, but here’s what really matters:

1. We’re SaaS specialists. We’re not trying to be all things to all people – we know SaaS, and we know it well.
2. We’re proper data nerds. Everything we do is tracked, measured, and optimised. No fluffy metrics or vanity numbers.
3. We speak human. We know our technical stuff, but we explain everything in plain English.
4. We’re transparent. You’ll always know what we’re doing, why we’re doing it, and what results we’re getting.

Final thoughts and what to do next to master your SaaS sales funnels

Building an effective SaaS sales and marketing funnel isn’t a one-time job – it’s an ongoing testing, learning, and optimising process. But get it right, and you’ll have a predictable engine for growth that gives you:

• A steady stream of qualified leads
• Shorter sales cycles
• Better conversion rates
• Lower customer acquisition costs
• More predictable revenue

Understanding your target audience is crucial when creating a successful SaaS sales funnel, as it enhances user experience, increases conversions, and fosters customer trust, loyalty, and retention.

The question isn’t whether you need a sophisticated funnel (you do). It’s how quickly you can optimise yours to start seeing better results.

Ready to transform your SaaS funnel?

Let’s talk about your SaaS business sales funnel. No hard sell, no pushy tactics – just a straightforward conversation about:

• Where your funnel might be leaking
• Quick wins you can implement right away
• How we might be able to help
• What results you can expect

Book your free funnel review today. We’ll review your current setup and give you at least three actionable tips you can immediately implement — whether you work with us or not.

Frequently Asked Questions about SaaS Sales Funnels