B2B SaaS Funnel Conversion Benchmarks

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 as 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.

 

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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