SaaS companies can build their lead generation funnel in order to convert more leads to clients and more clients to loyal customers. Main steps: 1. Go with inverted funnel thinking 2. Core Product: too complex to be sold right away 3. Buyer Converter Product: standalone feature of your product 4. Hooks: highly focused free contents 5. Content distribution: organic and paid 6. Email automation: how to convert much more leads by nurturing the leads that are not in the right decision stage

1. Lead Generation Funnel
5-step hack to acquire more leads and clients.
For high growing SaaS businesses

2. Content
■ Inverted funnel thinking
■ Core Product
■ Buyer Converter Product
■ Hook
■ Content Distribution
■ Marketing Automation

3. 1. Inverted Funnel
Thinking

4. Definition
Inverted funnel thinking is a method
that helps you build marketing funnels
that will convert more leads and clients.
Goal:
Create seamless funnels for your
prospects.

5. Explanation
In order to create a buyer journey that fits your
prospects’ needs, you have to start with just a small
commitment from the lead (hook). This type of
funnel will continuosly ask for higher commitments
(buyer converter) step-by-step. In the end of the day
your client becomes more loyal and you will have
less difficulties with retention (core product).

6. 1. Think about your product and your buyer personas. What
are their pain points and what you solve?
2. Think about a feature that is standalone but part of your
product. What specific pain point does it solve?
3. Think about free contents that are connected to the specific
feature. How can you ease their pain for free? This solution
is not complete or not fast enough.
Steps to take

7. Takeaways
■ Reverse-engineering helps you think
about your buyers’ journey.
■ It helps you build a funnel that
seamlessly helps your leads go from
one decision stage to an other.
■ It forces you to think about highly
specific pain points of your prospects.

8. 2. Core Product

9. Definition
Your core product is your main service.
Explanation:
It gives a complete solution to the set of
pain points your clients have.

10. 1. Think about your buyer personas: what are the pain points
they have?
2. Think about your core product: which features solve which
pain point?
3. Think about the features: which is the most used, most
valuable for your actual clients?
Steps to take

11. Takeaways
■ Keeping in mind your buyer personas’ pain
points will always improve your business
■ Knowing your features from your customers’
point of view will help you understand te real
value they see in it.
■ Prioritizing your existing feature according to
their usage will give your marketing efforts
super powers.

12. 3. Buyer Converter Product

13. Definition
Your Buyer Converter Product is a
standalone feature or part of your Core
Product. Gives solution to a specific pain
point of a buyer persona. Usually a low-
ticket, irrecusable offer that opens your
buyers’ wallets (credit cards).

14. Explanation
You have to reduce the „complexity” of your service
by solving one serious pain point. Low complexity
means here that it’s easy to understand the benefit
of the service and easy to start it.
In addition, a cheap and irrecusable offer will make
more people impulse buy. And it opens their wallet.
If you manage to change the relationship from lead
to buyer (even with just a few dollars offer) you will
have higher conversion rates when it comes to real
money.

15. 1. Think about your most used features: can you sell it as a
„separate”, standalone service?
2. If yes: can your pospects easily understand the benefits it provides
for them?
3. If yes: can your prospects easily start using it without investing
time and effort in it? (e.g. An ERP system implementation is
complex, because it requires high commitment from the prospects:
he needs to integrate it, learn to use it, etc.)
Steps to take

16. Takeaways
■ Keeping in mind your buyer personas’ pain
points will always improve your business
■ Knowing your features from your customers’
point of view will help you understand te real
value they see in it.
■ Prioritizing your existing feature according to
their usage will give your marketing efforts
super powers.

17. 4. Hooks

18. Definition
Hooks are eBooks, case studies,
presentations, videos, etc. that solve
highly specific pain point of a prospect.
Usually are on landing pages where
visitors „pay” for the free content with
their contact information.

19. Explanation
You can create lots of free, gated contents that are
related to the Buyer Converter Product. This way you
can ask for your leads’ contact information. And you
also qualify those leads – because their interests
show that they have pain points in the area you
solve.

20. 1. Think about the pain point your Buyer Converter Product solves:
what are the highly specific issues your prospects face?
2. If you have a list of these highly specific pain points, you can create
free contents that provide high ACTUAL and PERCIEVED value.
3. Always put these hooks on landing pages and ask for an email
address and a name (at least).
Steps to take

21. Takeaways
■ Hooks target highly specific pain points that
are related to the Buyer Converter Product
■ Hooks are for „free”. But in fact your visitors
pay with their contact information.
■ Put your hooks on landing pages and ask for
the contact information of your leads in return.

22. 5. Content distribution

23. Definition
Advertise your free hooks (landing
pages). Create banners, CTAs on your
blog pages, distribute these blog articles
in relevant communities and on social
media. In addition, advertise the landing
pages on adwords, social media.

24. Explanation
You require only a small commitment from your
visitors (just by asking for contact information)
while providing high percieved value.

25. 1. Write blog articles, insert your banners and CTAs linked to
your landing pages. Also add these to your existing articles.
2. Distribute your articles and landing pages’ links in relevant
communities and on social media.
3. Decide your ads budget and advertise on adwords and
social media.
Steps to take

26. Takeaways
■ Content distribution is the entry point of your
funnel you built up from the inside.
■ Don’t sell, provide value with your organic and
paid ads. Be relevant.

27. 8. Marketing Automation

28. Your funnel looks like this now:
Attract
visitors
Convert to
leads
Convert to
buyers
Convert to
loyal clients

29. Problem
Your funnel is leaking:
Only a small percentage of people will start your
Buyer Converter Product or Core Product
immediately. You need to nurture them.

30. Solution
Automated email workflows will
prepare those leads to buy who don’t
convert on your landing pages right
away. This is automated lead
nurturing workflows.

31. Explanation
Automated email workflows will help you convert
much more leads:
”79% of marketing leads never convert into sales.
Lack of lead nurturing is the common cause of this
poor performance.”
(Source: MarketingSherpa)

32. 25% of leads buy
immediately
50% of leads would
buy, just later
25% of leads
never buy.
More Stats on lead nurturing

33. Takeaways
■ The funnel is great to meet rapid buyers’
needs but it is leaking because slower buyers
don’t have the chance
■ Automated lead nurturing email workflows will
convert much more clients and will create
much more satisfied customers

34. Automizy: tool meets know-how
Automizy is a smart email automation software for
SaaS companies with built-in know-how.
It provides 38 pre-written emails and 8 pre-
programmed and automated email lead nurturing
workflows.
You have everything you need for your email
communication with your leads and clients:
- Automatic lead nurturing autoresponders (pre-
written emails and pre-programmed
autoresponders to save you time and energy)
- Drip campaigns (form trigger, unbounce
integration, contact tagging and trigger, link click
and open email condition and much more)
- Onboarding emails (API call integration trigger)
Click to find out more!