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SaaS Customer Journey


In order to succeed in an extremely competitive SaaS landscape, it is essential that your services meet the demand and needs of customers. Your solutions need to be innovative and create a polished SaaS customer experience. In order to achieve all this, it is necessary to know well the wishes and needs of current and future customers, and this can be achieved through the implementation of customer journey mapping.

  • Customer journey map shows you how certain users interact with your product

Web conferencing

In the SaaS business, due to the huge competition, it is necessary to use all possible means through which potentially interested customers would turn into actual customers. One of the most effective ways is certainly the different types of online conferences, among which the most famous are webinars. Known as web seminars, this type of web conference provides an opportunity for interested people to get to know you and your product better through interactive dialogue and discussion. When you consider that the webinar is mostly attended by people who show considerable interest in your product, then it becomes clear why webinars are a golden opportunity to increase the number of customers. To bring out most webinars you need to:

  • Prepare well – know precisely what are you going to present and how much time will it take
  • The end goal- think about what you want to achieve with the webinar, and 
  • Questions- leave a time for questions, Q&A segment.

Despite the fact that most people are prone to subscription, there will also be a percentage of those who are interested but are currently unable to afford your services. You should not neglect these customers and allow yourself to lose all contact with them after the webinar is over. It should be borne in mind that if they are currently unable to pay for your services it does not mean that they will not be in the near future.

SaaS user journey is different for each customer but there are some rules you should follow if you want to attract them. After the webinar, it is necessary to send an email to the participants, which would contain additional educational material and surveys that would provide you with valuable information about the level of interest of potential buyers. Depending on how they fill in the surveys, they will personalize and tailor those emails that will suit the interests of the webinar participants.

Different types of SaaS buyers personas

Not all customers are equally significant and important to your business. The ability of your team to spot those who are willing and motivated to become your customer is essential to the overall success of the company. 

  • Spot high-value potential customers and focus your effort and time on them
  • Spot “at-risk” customers and re-engage with them to reduce your churn rate

In order to distinguish high-value from low-value customers, it is necessary to send surveys and, based on their answers, segment those that show the most interest. Your marketing team should then put in the extra work and effort to make sure that they become subscribed users. However, that is not the end of their work. Simply put, there are various B2B SaaS customer journey stages. New customers can quickly give up if their customer experience in SaaS doesn’t meet their expectations. In order to avoid that, it is necessary for each customer journey to be personalized and optimized in accordance with individual needs.