Sales Funnel Examples From the Next 7 SaaS Unicorns



Are you a fan of nachos? ️

Have you ever tried taking one out of a big pile, only to bring up more than you bargained for? 

And then leaving some chips toppingless and others falling onto the table like a jenga tower tumbling down…

As the great Doug Heffernan said:

“Every pile of nachos has one main chip that holds it together… the nucleus… you honor it.”

In marketing, your website is like the nucleus of your SaaS sales funnel.

And this is because if your website doesn’t properly seal website visitors into your sales funnel like a Venus flytrap…

…the rest of your sales funnel will simply fall apart into useless pieces and messy debris. 

So today, you’ll learn:

  • What kind of web designs attract B2B buyers looking to buy your SaaS products.
  • Which type of content gets website visitors to give you their contact information.
  • And the 7 SaaS sales funnel examples that you can model for your business to grow sales—all from the next SaaS unicorns.

Remember, these examples come from extremely profitable SaaS businesses, so we know these sales funnels actually work. 

Let’s get into it …

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

SaaS Sales Funnel Example #1: Harness

Founded by successful entrepreneur Jyoti Bansal, Harness is a SaaS platform serving DevOps and engineering teams.

More specifically, it helps them build their software faster and more efficiently using AI machine learning.

Since, according to Statista, the software industry is expected to grow 7.12% year over year until 2026, Harness’s offering is going to be highly in demand.

No wonder they rank 1st on the list of anticipated unicorn startups.

Steps in the Sales Funnel

  • Homepage: The funky font style makes it unique and the white space gives your eyes room to breathe. Besides that, the copy is very developer-jargon heavy.



  • Resources: The website offers ebooks, a blog, webinars and on-demand videos. Some content asks for an opt-in, such as the Harness University section where you can learn from more than 50 courses.


  • Demo: There’s no option to schedule a demo. However, the homepage has a quick video that shows off the product a little bit, and the free Community plan lets you try things out.
  • Pricing Page: There are four plans to choose from, starting with the free Community plan and concluding with an Enterprise solution. The pricing table makes it easy to see the difference between the plans. By default, you get a 14-day, free trial.


SaaS Sales Funnel Example #2: Notarize

Notarize is a Boston-based startup whose purpose is to make documentation tasks as painless as possible.

The two segments that Notarize sells to are businesses/individuals and title agencies

Steps in the Sales Funnel

1. Homepage: It’s instantly clear to any website visitor what purpose Notarize serves, and the use of color contrast makes the CTA stand out firmly. Then there are brand logos and some review widgets to add social proof. Also, the green CTA button reminds you of money, which is the goal of business transactions.


2. Resources: Ebooks and webinars ask for some personal information for lead generation. I like how the case studies are categorized, making it easier for web visitors to sort through the most relevant content.


3. Demo: Once a user clicks on the vibrant blue demo CTA located in the top right corner of the menu, they’re directed to a landing page to schedule a demo with the sales team. To do so, the following information is asked for:

  • Email address
  • Industry (real estate lender, real estate title owner, business)
  • Monthly transactions
  • Whether you have your own notaries


4. Pricing Page: Businesses and individuals choose from three options: a one-time notarized document, business pro, and business premium. Title agencies are the high-ticket customer for Notarize, and there are four options, which are more expensive. Interestingly, agencies don’t get the 14-day, free trial that businesses and individuals do.

Both pricing tables are easy to follow and pinpoint the differences in features. At the bottom of the page, there’s a general FAQs section to clarify any concerns website visitors may have.



SaaS Sales Funnel Example #3: Bubble

With Bubble’s platform, entrepreneurs can create web and mobile apps without any coding skills whatsoever.

Basically, if you can think of a great idea, Bubble wants to help you bring it to life.

With Bubble, you can also demonstrate your idea before investing any more in your tech stack.

Now that’s something I bet a lot of entrepreneurs wish they had, considering 9 out of 10 startups end up failing, according to Niel Patel’s piece in Forbes.

Steps in the Sales Funnel

1. Homepage: Plenty of white space is used to draw your eyes to the main points and avoid clusters. As you may have noticed, the CTA offers a risk reversal by offering to get started for free, which sounds like a breeze.


Farther down the page, there’s actually an option below the fold to edit the homepage using the Bubble app. So, without signing up for anything, you can still test things out. Remember, 77% of B2B buyers say offering product tests is important to them, according to research from LinkedIn.


2. Resources: Over in the Academy page, you’ll find the following learning resources:

  • Videos
  • Manuals
  • Bootcamps (requires opt-in)
  • Interactive lessons (requires opt-in)

3. Demo: Although there’s no traditional demo option available, there is a “How To Build” section. Here, you can check out some tutorials on how to build various types of apps using Bubble.


4. Pricing Page: The free plan serves as an indefinite trial for users. Then there are personal, professional and production plans too.


And you can click on the “Compare Plans” button to easily see which features you’d be missing out on if you chose a lesser plan.


On the bottom of the page, Bubble addresses some niches that need different accommodations.


By addressing these audiences on a case-by-case basis, Bubble is demonstrating personalization — something that 73% of B2B buyers expect, according to Accenture’s research.

Speaking of personalization … let’s take a look at the next SaaS sales funnel example.

SaaS Sales Funnel Example #4: Piano

Piano is a cloud-based SaaS platform that helps businesses deliver a more personalized customer journey.

Nowadays, shoppers expect tailored experiences.

There’s now way around it.

And there’s a lot of demand for platforms like Piano.

For example, according to a press release from TechNavio, the AI-based personalized marketing industry is going to grow, on average, 19.17% annually until 2025.

So, let’s see what Piano’s SaaS sales funnel looks like.

Steps in the Sales Funnel

1.) Homepage: There’s lots and lots of white space (literally), a slick-looking design, and the text stands out well with the background. And considering that, according to KoMarketing, 76% of B2B buyers use three or more channels for research, it’s a good idea to let users log in with a social media account.


I also like how there are some trust badges too.

unnamed-172.) Resources: Piano has articles for organic traffic, client success stories, ebooks/guides, on-demand webinars, news updates, their very own Traffic Magazine, and documentation of best practices. Surprisingly, none of this content requires an opt-in. Like some of the other SaaS sales funnel examples on this list, Piano has an Academy section, which provides numerous educational videos. A nice feature included with the resources tab is the option for you to filter by the topic of your choice, making the user experience delightful.

unnamed-16-13.) Demo: To me, the demo CTA isn’t in your face at all. Instead, it’s kind of background noise while Piano tries immersing you in free content.

4.) Pricing Page: There’s no pricing page. You need to request a demo to initiate the purchasing process. The demo form length seems too long (7 lines). HubSpot research shows a conversion drop-off after 3 form fields. Nevertheless, it may work with high-ticket products in order to focus on the most serious prospects.



SaaS Sales Funnel Example #5: Medable

Medable is a cloud-based platform that enhances the ability for medical researchers to carry out clinical trials.

As an allll in one central hub, researchers can connect with patients and partners while analyzing collected data.

Steps in the Sales Funnel

1. Homepage: Right out the gate, Medable’s mission-aligned vision is known to you. There’s a photo of a man which adds a human touch to the homepage. And the demo CTA button contrasts effectively with the gray background. Below the fold, you’ll see some trust stats.



2. Resources: There’s a data-backed report promoted with a purple banner at the top of the page. And according to Demand Gen, 2 out of 3 B2B buyers want companies to use more data to support their content. Kudos to Medable here. Medable’s SaaS sales funnel bread and butter is its events and webinars, which ask users to complete a brief form. There are a couple cheat sheets that do this too. Traffic comes from a blog and PR releases.


3. Demo: There’s a prominent CTA in the top right-hand corner. Also shown at the top of the homepage, platform page, products page and resources page. Plus, it’s at the bottom of every single page on the website.


4. Pricing Page: To learn more about pricing, a personalized demo must be scheduled, requiring just your email and country.

SaaS Sales Funnel Example #6: Airbase

Airbase is an all-in-one platform where companies can manage all their financial operations in one centralized platform.

With this product, you get features like corporate cards, bill payments, accounting software, approval workflows, and real-time reporting.

Steps in the Sales Funnel

1. Homepage: Airbase’s homepage is very attractive with the color palette used. I like how the copywriter uses a made up word (Spendinglightenment) to sum up the value of the Airbase platform. At the fold of the page, there are G2 and Capterra review widgets and some brand logos to add credibility. And according to a study from G2 and Heinz Marketing, 92% of B2B buyers say they’d be more likely to make a purchase after reading a trusted review.




And like a lot of the best SaaS funnel examples, there’s a testimonial.


2. Resources: In total, there are 13 types of content that the resources tab provides, and all of it is used for lead generation. For example, the blog has a CTA to subscribe to the newsletter.


Ebook downloads require some personal information.


On-demand videos and webinars do too.


3. Demo: CTAs are spread out abundantly, and they use varying terminology (“Get Started,” “Get a Quote,” and of course, “Schedule a Demo”). I also noticed some of the resources, like the case studies, have a demo CTA to the side. To schedule the demo, users have to fill out six form fields.


4. Pricing Page: Each of the three plans has its own short description to allow users to make a more informed decision. And the whole layout is just really clean. But in order to use a paid plan, you need to request a quote … which means scheduling a demo.


For anyone that has concerns about pricing, there’s an FAQs section at the bottom of the page.


SaaS Sales Funnel Example #7: Shogun

Shogun is an e-commerce platform that enables teams to build an efficient online store that delivers unique shopping experiences for consumers.

And as you’d expect, the main pillars of Shogun’s platform are web development, web design and web content management.

Steps in the Sales Funnel

1. Homepage: Shogun’s headline really shines here. The font color uses different shades of purple for a stylistic effect.Throughout the homepage, there’s a lot of use of adjectives you’d want to hear as someone in the web development/design market. You know, words like “stunning,” “fast-loading,” “beautiful,” “memorable” and more.


There are also animations that show off how the editor works.


And of course, you can’t forget about testimonials from happy customers.


2. Resources: Since, according to the Content Marketing Institute, 95% of B2B marketers use social media and 89% use a blog, it’s no surprise both are promoted on Shogun’s Learn page. Doing so drives other aspects of the sales funnel outside of the website. Shogun also gets leads from the one-step opt-in for webinar replays. That’s a good tactic since Demand Gen reports that 59% of B2B buyers want content field forms to be shorter.



Additionally, there’s an email opt-in front and center on the Learn page.


3. Demo: Only the “Frontend” option requires a demo. There’s a black “Get Started” CTA button that follows you around on the website located … you guessed it, at the top right-hand corner. On some pages, it’s a pink button. It’s also under the heading on the product page.


One thing that’s a little different with the demo opt-in is that it asks why you’re interested in Shogun.

That can help Shogun understand what pain points to focus on in marketing efforts.

4. Pricing Page: No pricing page. Instead, you have to schedule a demo to get started.


Download the “7 SaaS Sales Funnel Examples You Need To Replicate ” so you won’t forget to take action on it later. Click here to download it now.

So as you saw with these 7 SaaS sales funnel examples, the top SaaS startups share a similar formula.

After reviewing these sales funnel examples, it’s evident that successful SaaS startups have the following on their websites:

  • Headlines that stand out and make the value clear.
  • Prominent demo CTA buttons with the use of color contrast.
  • Repetition of demo CTA buttons throughout the webpages.
  • Blogs that drive organic traffic and nurture email subscribers.
  • Lots of research-backed, thought-leadership content that serves as a lead generation strategy.
  • Clean, simple designs with plenty of white space.
  • Pricing pages that are clear and concise, with FAQs near the bottom.

What we’ve seen with these SaaS sales funnel examples is that anyone can turn their SaaS website into a magnet for sign-ups.

All you need is a unique presentation and good content.

Or would you rather just focus on improving your SaaS product’s ease of use, data security, itegrations, and other customer pain points? Then, forget about all this marketing nonsense and outsource it to AutoGrow.

Not only do SaaS companies account for a bulk of our client roster, we actually operate similar to a SaaS platform ourselves … and we’d love to show you how we tripled our revenue last year.

If you’re interested in this opportunity, check out our on-demand demo first.

Before you go, let me ask you …

Did any of these SaaS sales funnels inspire you? Which ones?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.



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