Upselling in Marketing Funnel: Maximizing Customer Value in B2B SaaS

Upselling in Marketing Funnel


When it comes to marketing funnels, there are two main types: traditional funnels and B2B SaaS sales and marketing funnels. While traditional funnels focus on awareness, consideration, and decision stages, B2B SaaS funnels have a different approach. In this article, we will explore the stages of a B2B SaaS marketing funnel and how upselling plays a role in maximizing customer value.

Understanding the Traditional Funnel

In a traditional marketing funnel, the goal is to make potential customers aware of your solution, engage them, and eventually convert them into paying customers. The funnel starts with a wide pool of potential customers and narrows down as you move further down the funnel. The final step is when your customers make a purchase.

Transitioning to a B2B SaaS Funnel

In a B2B SaaS business, the traditional marketing funnel needs to be modified to gather insights and better understand the buyer journey. With a SaaS funnel, you have access to valuable data about how customers are using your product, where they are in the funnel, and their interactions. This data allows you to constantly improve your revenue department and product.

The Stages of a B2B SaaS Funnel

  1. Attract – The first stage of the funnel is attracting prospects and driving traffic to your website. This is done through demand capture channels and requires a deep understanding of your target audience.

  2. Wow – Once a prospect lands on your site, it is crucial to wow them with your product or solution. This stage tests your understanding of your target audience, as you need to resonate with their needs and preferences.

  3. Educate & Nurture – This stage involves educating and nurturing your prospects. Personalized marketing automation and workflows play a crucial role in delivering personalized experiences and educating prospects about your solution and unique value propositions.

  4. Engage – This stage focuses on converting prospects into paying customers. This typically involves personalized demos and preparing to convert prospects through a signed contract or letter of intent.

  5. Onboard – After converting a prospect into a customer, the onboarding process begins. This includes implementation processes and necessary training to ensure a smooth transition into using your product.

  6. Turn into an Evangelist – Once onboarded, you need to continue supporting your customers and ensuring they make the most out of your product. This stage aims to turn customers into evangelists who rave about your product and refer others to it.

  7. Upsell – As customers become familiar with your product, the upsell stage provides opportunities to offer additional features or services that can help them achieve a higher return on investment (ROI).

Maximizing Customer Value through Upselling

Upselling is a key component of the B2B SaaS funnel, as it allows you to increase customer value over time. By ensuring that customers are getting the most out of your product and constantly improving based on the insights you gather, you can identify upsell opportunities that align with their needs. Upselling not only increases revenue but also strengthens customer relationships and loyalty.

To effectively upsell, it is important to monitor and experiment based on the data you gather from the funnel. Every email, feature, or content you produce should be subject to A/B testing and constantly learning from the results. This iterative approach allows you to make data-driven decisions and optimize the upselling process.


The B2B SaaS funnel offers a unique opportunity to gather insights and understand your buyer journey better. By transitioning from a traditional marketing funnel to a SaaS funnel, you can leverage data to constantly improve your revenue department and product. Upselling plays a crucial role in maximizing customer value and should be integrated into your marketing funnel strategy. By constantly monitoring and experimenting, you can identify upsell opportunities that align with customer needs and further optimize your sales and marketing efforts.

Download the SaaS funnel stage template

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