July 29, 2019

B2B SaaS Funnel Conversion Benchmarks

by Stijn Hendrikse

A common question that pops up for B2B SaaS Marketing VPs is what are "good conversion rates" for the various stages of the funnel.

This is a very tricky topic since every customer segment and go-to-market approach will drive wildly different answers to this question. Not providing any answer is also not fair. Because there is some data available.

Below is not applicable to every team, company or situation. It's an average of data points that I collected from 7 B2B SaaS startups the past 5 years. I added some data from other CMOs at Chief Outsiders who work with B2B SaaS companies.

It's a starting point. Nothing more.

inbound-funnel-new-1

Here are a few other sources on this topic:

https://databox.com/industry-specific-marketing-kpi-benchmarks#landingPage

https://www.invespcro.com/blog/the-average-website-conversion-rate-by-industry/

https://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate

https://www.quora.com/SaaS-marketing-metrics-What-are-the-average-conversion-rates-from-MQL-to-SQL-SQL-to-Opportunity-Opportunity-to-Close-Looking-for-benchmarks-or-even-just-rules-of-thumb

Stijn Hendrikse

After 15 years of experience in the Software Marketing Industry, Stijn adopted the SaaS model to launch Kalungi, a SaaS Chief Marketing Officer blog where he shares best practices. This supports his work as a CMO Consultant with Chief Outsiders.

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