sales funnel to sell software
sales funnel to sell software

Making your SaaS marketing strategy become a factory of recurring customers is not a magic trick, it is the result of a properly planned, executed, measured and optimized process.

In this article we are going to explain how to create a marketing and sales funnel to turn your software company into a repeating customer generating machine on autopilot.

Why use a marketing and sales funnel for your SaaS company?

1. How to make a sales funnel for saas

If you want your SaaS marketing strategy to  help you build a factory of leads, opportunities and customers on autopilot , then that is reason enough to implement a marketing and sales funnel in your company.

Below we will give you more reasons to encourage you to create a sales funnel in your software company:

  • You turn your website into a machine to attract customers.
  • You will have predictability of sales today and in the future.
  • You will know how much you should invest if you want to sell more.
  • You will communicate only with users interested in your software and stop using mass marketing.
  • With the funnels you control and guide the leads until the final transaction
  • You relate better to your contact base and build trust.

How to plan your SaaS sales and marketing funnel in 8 steps

2. Sales funnel for SaaS companies

Now that you know in depth what marketing and sales funnels are for software companies (SaaS), and what customer behavior is like, let’s see how to plan it step by step:

Step 1- What results do you need

Before launching any SaaS marketing strategy, the first thing you should do is define your goals.

When working with funnels, you should know that they must be planned from the bottom up, that is, first defining how many sales you need to achieve in order to make the entire projection throughout the funnel: sales, opportunities, leads, visits.

Step 2 – Identify your ideal SaaS customer

Now that you have defined your objectives and KPI’s throughout your marketing and sales funnel, you must identify who is the buyer you want to attract to your sales funnel to convert them into customers.

Ask yourself who is the ideal client of your software company, that is, the person who would pay without haggling over the price of your solution because he feels that it was made for him.

Step 3 – Understand your customers’ buying journey

Understand the entire purchase journey of your software customers and identify the questions that your customers ask before deciding to buy your solution.

The purchase journey or customer journey is a research process carried out by people from the moment they realize they have a problem, they look for different solutions, and finally they decide who to buy it from.

The stages a person goes through before becoming a customer are:

  • learning and discovery
  • problem recognition
  • Consideration of the solution
  • purchase decision

Understanding the purchase journey of your customers will help you create content in your sales funnel and thus be able to guide users to the bottom of the funnel.

Step 4 – Prepare your content strategy

Now that you have mapped out your customers’ purchase journey, define what content you will offer them in each of the stages of discovery, problem recognition, solution consideration and purchase decision.

It is precisely the contents that will act as fuel to attract visitors to your website, help them identify a problem that you solve and educate them about the solution (your software) so that they finally become customers.

It is very important that all your content is combined with an SEO or search engine  optimization strategy so that you can generate organic visits from search engines.


It is very important that all your content is combined with an SEO or search engine optimization strategy so that you can generate organic visits from search engines.

Step 5 – Create a lead magnet

For your sales funnel to work from the start, you need to convert your website visitors into leads , which is why lead magnets are a key format to achieve this.

Review your buyer persona and identify what problem your ideal client wants to solve , then offer a solution in the form of an ebook, guide, template, etc. You will see that people will be willing to pay with their data in exchange for said solution and make the leads advance to the bottom of the sales funnel.

Step – 6 Plan your nutrition strategy

Now that you have leads, it’s time to start pushing them to the bottom of the funnel. Remember that leads need to be worked on so that they become sales opportunities.

Something you should know is that today there are powerful marketing and sales automation tools that allow you to automate the process of nurturing leads , thus avoiding sending emails manually.

Here are some steps to plan your lead nurturing strategy:

  1. Define the goal of your nutrition strategy
  2. Segment your contact base
  3. Organize your content by stages (TOFU, MOFU and BOFU)
  4. Write your emails using copywriting techniques
  5. Configure your automation platform
  6. Measure, analyze and optimize

Step 7 – Qualify your leads

Together with the sales team, define what the opportunity qualification criteria will be, that is, what requirements a prospect must meet to be considered a qualified opportunity to sell software.

One piece of advice we can give you is to use two variables to qualify them:

  • Profile: meets all the characteristics of the ideal client, we extract this information from the forms of your landing pages in exchange for your content offers or lead magnets.
  • Behavior: the lead is showing a high level of interest; download content, open emails, visit pricing pages, etc.

If it meets both of these criteria, the lead would become qualified and ready for the sales team to work on.

Step 8 – Sell to qualified leads

Now that you have qualified opportunities for the sales team, it is very important that you can quickly assign them to sales reps, otherwise your leads will go cold and you will not be able to sell them your software.

To achieve this, you must have a powerful marketing and sales automation tool like Hubspot. In this way, you ensure that sales executives can quickly manage the leads to close the sale.

At this point you will have already seen the results that your sales funnel is generating.

Important metrics to measure your funnel

SaaS sales funnel metrics

There are many metrics with which you can measure your SaaS marketing and sales funnel , but here are the most important ones:

Marketing funnel metrics:

  • Visits: how many unique visitors your website receives
  • Number of leads: of those visits, how many leads or contacts do you generate?
  • Number of opportunities: how many sales opportunities you pass on to the sales team
  • Number of clients: how many clients are closing month by month

SaaS business metrics:

  • MMR: Monthly Recurring Income
  • CAC: how much does it cost you to acquire a new customer
  • LTV: how much is the lifetime value of your customers
  • Churn Rate: how many customers leave your SaaS service

Tools to create a SaaS marketing funnel

In order to create a SaaS marketing and sales funnel that generates results, you will need the following tools:

  • Content management: to manage the content of your blog.
  • Landing pages: to quickly create landing pages without the help of a web programmer.
  • Email marketing: to promote your content with your lead base.
  • Lead nurturing: to educate and nurture leads automatically.
  • Lead scoring: to qualify your lead base.
  • Social media marketing: to plan, program and publish on your social networks.
  • Marketing analytics: to analyze your actions, measure and optimize your funnel.
  • Marketing automation: to put your funnel on autopilot and automate the most repetitive marketing and sales actions.
  • CRM: to manage your contact base, and organize your sales process.

SaaS companies that are successful with their sales and marketing funnels often invest in all-in-one sales and marketing platforms.

That is, tools where they can find everything they need for their strategy and thus prevent integrations from generating a loss of data and analytics from their funnels.


Properly following the steps that we have explained in this article to create a marketing and sales funnel in your software company will allow you to get visits, leads, prospects and sales on a recurring basis.

Defining your entire SaaS marketing strategy oriented to your ideal client will be a smart decision to ensure the sale of software as a service. The shopping experience is something that people today value a lot and do not forget so easily.

Finally, choose your all-in-one SaaS marketing funnel tool carefully , this decision will save you headaches and prevent data loss throughout your funnel. This way you make sure to execute, measure and optimize the results.