Implementing Jobs-to-be-Done Framework in SaaS Marketing
Your latest feature release generates excitement in the product team, earns praise from existing power users, and checks every box on your...
19 min read
SaaS Writing Team
:
Oct 9, 2025 6:27:16 PM
Most customer journey maps are expensive lies.
They hang in conference rooms as beautifully designed artifacts—"Awareness, Consideration, Decision, Retention"—complete with persona descriptions and theoretical touchpoints. Marketing teams reference them in quarterly reviews. Executives nod approvingly.
Then customers do something completely unexpected: they don't follow the map.
They discover your product through a Reddit thread, not your paid ads. They visit your pricing page before reading any content. They ghost you for three months, then suddenly convert after a single email. They use your product in ways your personas never anticipated.
Traditional journey mapping fails because it's built on assumptions, averages, and aspirational thinking rather than actual behavioral data. It's descriptive rather than predictive, static rather than adaptive, and completely disconnected from the marketing automation that's supposed to deliver personalized experiences.
AI-powered customer journey mapping flips this model entirely. Instead of theorizing about how customers should behave, AI analyzes how they actually behave—across every touchpoint, channel, and interaction—then identifies patterns, predicts next steps, and automatically orchestrates personalized experiences based on real-time signals.
This isn't theoretical. It's happening right now at SaaS companies that have figured out how to operationalize AI insights into revenue-driving automation.
Here's exactly how to build this system, with an extremely detailed example mapped to both HubSpot and GA4.
Alright, let's boogie.
Before collecting data, you must define what success looks like—not just macro conversions (free trial signup, demo booking) but micro-conversions that indicate progress through the journey.
Let's follow a B2B project management SaaS company with a PLG (product-led growth) motion serving teams of 10-100 people. Annual contract value averages $6,000.
Macro Conversions:
Micro-Conversions (Leading Indicators):
These micro-conversions become the foundation for AI pattern recognition.
AI can only identify patterns in data you actually collect. Most companies radically under-track behavioral signals.
What to Track Beyond Pageviews:
Platform-Agnostic Implementation: Create a tracking plan document that defines:
Event: pricing_page_viewed
Parameters:
- pricing_tier_focused (starter/professional/enterprise)
- time_on_page (seconds)
- scroll_depth (percentage)
- previous_page (referrer)
- visit_number (session count)
- days_since_first_visit (integer)
HubSpot Implementation:
_hsq.push()
method to send custom events:// When user views pricing page and focuses on Professional tier
_hsq.push(['trackCustomBehavioralEvent', {
name: 'pe_pricing_page_viewed',
properties: {
pricing_tier_focused: 'professional',
time_on_page: 127,
scroll_depth: 85,
previous_page: '/features/automation',
visit_number: 3,
days_since_first_visit: 12
}
}]);
feature_engagement_score
(number)buying_intent_score
(number)collaboration_readiness
(score 0-100)last_high_intent_action
(date)journey_stage_ai
(single-line text or enumeration)GA4 Implementation:
// GTM Custom HTML Tag - Pricing Page Engagement
<script>
window.dataLayer = window.dataLayer || [];
// Calculate time on page
var startTime = new Date().getTime();
window.addEventListener('beforeunload', function() {
var timeSpent = Math.round((new Date().getTime() - startTime) / 1000);
dataLayer.push({
'event': 'pricing_engagement',
'pricing_tier_focused': getPricingTierInView(), // custom function
'time_on_page': timeSpent,
'scroll_depth': getScrollDepth(), // custom function
'user_journey_stage': '' // custom variable
});
});
</script>
journey_stage
(user)product_qualified_lead
(user)feature_adoption_level
(user)days_in_trial
(user)feature_name
(event)engagement_depth
(event)content_category
(event)AI models need historical data to identify patterns. Collect at least 60-90 days of comprehensive behavioral data before building predictive models.
Define Cohorts Based on Outcomes:
Our project management SaaS defines these cohorts based on 12 months of historical data:
High-Value Converters (Target Cohort):
Low-Value Converters:
Non-Converters (High Intent):
Non-Converters (Low Intent):
Data Collection Window: Collect 90 days of complete behavioral data across all active users and website visitors. This creates the training dataset for AI pattern recognition.
HubSpot Implementation:
High-Value Converter List Criteria:
- Lifecycle Stage = Customer
- Deal Amount ≥ 6000
- Create Date of Latest Deal is less than 14 days after Trial Signup Date
- Customer Start Date is more than 12 months ago
- NPS Score ≥ 8
GA4 Implementation:
High-Value Converter Audience:
- Include users who meet ALL of these conditions:
- conversion event = trial_to_paid
- days_to_convert ≤ 14
- revenue_value ≥ 6000
- months_retained ≥ 12
- Include users who triggered event: nps_score_submitted (score ≥ 8)
-- Example: Extract event sequence for High-Value Converters
SELECT
user_pseudo_id,
event_timestamp,
event_name,
event_params,
user_properties
FROM
`project.dataset.events_*`
WHERE
user_pseudo_id IN (
SELECT DISTINCT user_pseudo_id
FROM `project.dataset.high_value_converters`
)
AND _TABLE_SUFFIX BETWEEN '20240101' AND '20241231'
ORDER BY
user_pseudo_id,
event_timestamp

Now the actual AI work begins. Use machine learning to identify which behavioral sequences, timing patterns, and engagement signals predict desired outcomes.
Platform-Agnostic Approach: External AI Analysis
Export your cohort data and apply machine learning models to identify patterns. This can be done through:
What the AI Reveals:
After analyzing the behavioral data from all cohorts, the AI identifies these unexpected patterns for High-Value Converters:
Critical Journey Sequence (72% of HVCs follow this pattern):
Negative Predictive Signals (89% of these users do NOT convert):
Unexpected Insights AI Discovered:
AI Scoring Model Output:
The AI creates a predictive lead score (0-100) for each trial user based on behavioral signals:
HubSpot Implementation:
ai_journey_score
(number, 0-100)Property: integration_connected_speed
Type: Number
Calculation:
IF(integration_connection_date - trial_signup_date ≤ 1, 100,
IF(integration_connection_date - trial_signup_date ≤ 3, 75,
IF(integration_connection_date - trial_signup_date ≤ 7, 50, 25)))
ai_journey_score
changes to value ≥ 90GA4 Implementation:
-- Calculate Integration Connection Speed Score
SELECT
user_pseudo_id,
CASE
WHEN TIMESTAMP_DIFF(integration_connected_time, trial_signup_time, HOUR) <= 24 THEN 100
WHEN TIMESTAMP_DIFF(integration_connected_time, trial_signup_time, HOUR) <= 72 THEN 75
WHEN TIMESTAMP_DIFF(integration_connected_time, trial_signup_time, HOUR) <= 168 THEN 50
ELSE 25
END AS integration_speed_score
FROM (
SELECT
user_pseudo_id,
MIN(CASE WHEN event_name = 'trial_signup' THEN event_timestamp END) AS trial_signup_time,
MIN(CASE WHEN event_name = 'integration_connected' THEN event_timestamp END) AS integration_connected_time
FROM `project.dataset.events_*`
GROUP BY user_pseudo_id
)
// Send AI journey score as user property
fetch('https://www.google-analytics.com/mp/collect', {
method: 'POST',
body: JSON.stringify({
client_id: 'USER_CLIENT_ID',
user_properties: {
ai_journey_score: { value: 87 },
predicted_conversion_tier: { value: 'warm_lead' }
}
})
});
ai_journey_score
≥ 90Now take AI-identified patterns and create automated workflows that deliver personalized experiences based on real-time behavioral signals.
Journey Stage Definitions (AI-Informed):
Based on AI analysis, our project management SaaS redefines journey stages:
Stage 1: Awareness/Research (Pre-Trial)
Stage 2: Active Evaluation (Pre-Trial)
Stage 3: Trial - Critical First Actions (Day 0-2)
Stage 4: Trial - Building Habit (Day 3-7)
Stage 5: Trial - Conversion Readiness (Day 8-14)
Stage 6: At-Risk (Anytime)
Detailed Automation Blueprint: "Integration-First" Pathway
Since AI identified integration connection as the #1 predictor of conversion, create this automated pathway:
Trigger: Trial signup occurs
Immediate (Within 5 minutes):
4 Hours Later - Check for Integration Connection:
IF Integration Connected:
IF Integration NOT Connected:
24 Hours Later - Second Integration Check:
IF Integration Still Not Connected:
48 Hours Later - Integration Critical Decision Point:
IF Integration Connected + Project Created:
IF Integration Not Connected OR No Project Created:
Day 5 - Pattern Recognition Milestone:
IF User Exhibiting High-Value Converter Pattern (AI Score 70+):
IF User Exhibiting At-Risk Pattern (AI Score Below 40):
Day 10 - Conversion Window Opening:
For High-Score Users (AI Score 80+):
For Medium-Score Users (AI Score 50-79):
For Low-Score Users (AI Score Below 50):
Day 13 - Final Conversion Push:
For All Users Who Haven't Converted:
Post-Trial Day 1 - Outcome-Based Automation:
IF Converted to Paid:
IF Trial Expired Without Conversion:
HubSpot Implementation:
journey_stage_ai
(dropdown)trial_signup_date
is knownWorkflow: Integration-First Pathway
Enrollment:
- Contact property "trial_signup_date" is known
- Contact property "trial_stage" is any of "active_trial"
Step 1: Send Welcome Email (Immediate)
→ Action: Send email "Welcome - Connect Integration"
→ Delay: 4 hours
Step 2: Check Integration Connection
→ Branch: IF custom behavioral event "integration_connected" has occurred
→ YES Branch:
✓ Send email: "Congratulations - Next Steps"
✓ Send in-app message via API: "Great job! Let's create your first project"
✓ Update property: integration_pathway = "connected_fast"
✓ Add to list: "High Engagement Trials"
→ NO Branch:
✗ Send email: "Integration Setup Help"
✗ Create task for CSM: "User needs integration help: [Name]"
✗ Update property: integration_pathway = "needs_assistance"
✗ Delay: 20 hours
Step 3 (NO Branch Continuation): Second Integration Check
→ Branch: IF custom behavioral event "integration_connected" has occurred
→ YES Branch:
✓ Send email: "Welcome back! Let's optimize your setup"
✓ Update property: integration_pathway = "connected_assisted"
→ NO Branch:
✗ Send email: "Personal Setup Offer" (from CSM with Calendly)
✗ Trigger chatbot: "Need help connecting tools?"
✗ Update property: integration_pathway = "at_risk"
✗ Update journey_stage_ai = "at_risk"
✗ Delay: 24 hours
Step 4 (NO Branch Continuation): Critical Decision Point
→ Branch: IF integration_connected = false AND project_created = false
→ Send email: "Is [Product] Right for You?"
→ Trigger survey
→ Update property: likelihood_to_convert = "low"
→ Assign to sales rep for intervention call
→ Exit workflow (move to at-risk workflow)
Step 5: Day 5 Pattern Recognition
→ Branch by AI Journey Score:
→ IF ai_journey_score ≥ 70:
✓ Send email: "ROI Success Story"
✓ Create sales task: "Hot lead - personal outreach"
✓ Update property: sales_priority = "high"
✓ Continue to conversion fast-track workflow
→ IF ai_journey_score 40-69:
→ Send educational content series
→ Continue standard nurture
→ IF ai_journey_score < 40:
→ Send intervention email
→ Trigger simplified onboarding
→ Update journey_stage_ai = "at_risk"
Step 6: Day 10 Conversion Window
→ Branch by AI Journey Score:
→ IF ai_journey_score ≥ 80:
✓ Send email: "Upgrade Prompt with Incentive"
✓ Show pricing comparison in-app
✓ Sales rep schedules call
→ IF ai_journey_score 50-79:
→ Send email: "Value Reminder"
→ Include testimonials
→ Gentle upgrade mention
→ IF ai_journey_score < 50:
→ Send feedback request
→ Offer extended trial or free tier
Step 7: Day 13 Final Push
→ Send email: "Trial Ending Tomorrow"
→ Include personalized usage stats
→ One-click upgrade with discount
→ Delay: 1 day
Step 8: Post-Trial Outcome
→ Branch: IF subscription_status = "paid"
→ YES: Unenroll, enroll in customer onboarding workflow
→ NO: Branch by ai_journey_score:
→ High score: Enroll in personal sales follow-up
→ Medium score: Enroll in 30-day nurture
→ Low score: Enroll in quarterly check-in
ai_journey_score
≥ 90ai_journey_score
between 70-89ai_journey_score
between 40-69ai_journey_score
< 40ai_journey_score
changes to value ≥ 90 🔥 HOT LEAD ALERT 🔥
there at
AI Journey Score:
Integration Connected: ✅
Projects Created:
Last Active:
👉 [View Contact Record](contact_url)
GA4 Implementation:
// When user transitions to "trial_critical_actions" stage
dataLayer.push({
'event': 'journey_stage_change',
'journey_stage': 'trial_critical_actions',
'ai_journey_score': 45,
'previous_stage': 'active_evaluation',
'stage_entry_timestamp': Date.now()
});
journey_stage
= "trial_critical_actions"trial_signup
occurred within last 2 daysintegration_connected
project_created
team_member_invited
automation_created
trial_to_paid_conversion
Step 1: trial_signup (100% baseline)
Step 2: integration_connected (target: 72%)
Step 3: project_created (target: 68%)
Step 4: team_member_invited (target: 54%)
Step 5: automation_created (target: 41%)
Step 6: trial_to_paid_conversion (target: 27%)
ai_journey_score
ranges to see conversion differencesjourney_stage
, ai_journey_score_tier
, days_in_trial
active_users
, conversions
, average_session_duration
AI models aren't set-and-forget. They require ongoing refinement as customer behavior evolves, new features launch, and market conditions change.
Month 1: Model Performance Review
Review AI predictions against actual outcomes:
AI Score Range Predicted Conversion Actual Conversion Accuracy
90-100 91% 87% 95.6%
80-89 74% 71% 96.0%
70-79 58% 51% 87.9%
60-69 41% 38% 92.7%
50-59 27% 31% 87.1%
40-49 16% 14% 87.5%
30-39 8% 9% 88.9%
0-29 3% 4% 75.0%
Observations:
Identified Drift:
Actions Taken:
teams_integration_connected
as new behavioral eventMonth 2: Feature Launch Impact
Company launches new "template library" feature. Monitor impact on journey patterns.
AI Reveals New Pattern:
Actions Taken:
Month 3: Segment-Specific Optimization
Analyze whether AI patterns differ by industry segment.
Discovery:
Actions Taken:
Continuous A/B Testing Framework:
Test variations of automated experiences to continuously improve:
Active Tests:
HubSpot Implementation:
X-Axis: ai_journey_score (grouped in ranges)
Y-Axis 1: Count of contacts (by score range)
Y-Axis 2: Conversion rate (% who became customers)
Filters: Created date = last 30 days
score_vs_outcome_delta
IF(subscription_status = "paid", ai_journey_score - 50, 50 - ai_journey_score)
integration_connected
event occurs within 48 hoursGA4 Implementation:
-- Compare AI predictions vs. actual outcomes
SELECT
CASE
WHEN ai_journey_score >= 90 THEN '90-100'
WHEN ai_journey_score >= 80 THEN '80-89'
WHEN ai_journey_score >= 70 THEN '70-79'
WHEN ai_journey_score >= 60 THEN '60-69'
ELSE 'Below 60'
END AS score_range,
COUNT(DISTINCT user_pseudo_id) AS total_users,
SUM(CASE WHEN converted = true THEN 1 ELSE 0 END) AS actual_conversions,
ROUND(100.0 * SUM(CASE WHEN converted = true THEN 1 ELSE 0 END) / COUNT(DISTINCT user_pseudo_id), 2) AS conversion_rate,
AVG(ai_journey_score) AS avg_predicted_score
FROM
`project.dataset.user_journey_scores`
WHERE
trial_start_date BETWEEN DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY) AND CURRENT_DATE()
GROUP BY
score_range
ORDER BY
score_range DESC
IF conversion_rate_accuracy < 85%
Once the core trial-to-paid journey is optimized, expand AI-powered automation to other customer lifecycle stages.
Expansion Phase 1: Post-Purchase Onboarding Journey
Goal: Reduce time-to-value for new paying customers, increase feature adoption, reduce early churn.
New AI Patterns to Identify:
Expansion Phase 2: Expansion/Upsell Journey
Goal: Identify when existing customers are ready for plan upgrades or additional seats.
New AI Patterns to Identify:
Expansion Phase 3: Churn Prevention Journey
Goal: Identify at-risk customers before they churn and intervene automatically.
New AI Patterns to Identify:
Expansion Phase 4: Re-engagement Journey
Goal: Win back churned customers or dormant trial users with relevant messaging.
New AI Patterns to Identify:
Multi-Journey AI Architecture:
At scale, you're running multiple AI models simultaneously:
Trial Journey Model → Predicts trial-to-paid conversion
Onboarding Model → Predicts successful activation and retention
Expansion Model → Predicts upgrade readiness
Churn Risk Model → Predicts cancellation likelihood
Win-Back Model → Predicts re-engagement success
Each model feeds behavioral insights into unified customer profiles, creating a comprehensive AI-powered view of every customer's journey status, needs, and optimal next actions.
HubSpot Implementation:
Trigger: Deal stage changes to "Closed Won"
→ Send welcome email
→ Schedule kick-off call
→ Assign account manager
→ Enroll in feature adoption nurture
→ Monitor usage via product events
→ Branch based on adoption patterns
Trigger: ai_expansion_score ≥ 70 OR approaching_plan_limit = true
→ Alert account manager
→ Send expansion use case content
→ Schedule expansion discussion call
→ Present pricing for next tier
→ Create upgrade deal
Trigger: churn_risk_score ≥ 70 OR usage_trend = "declining"
→ Alert customer success manager
→ Send check-in email: "How can we help?"
→ Schedule retention call
→ Offer training or optimization consultation
→ Survey for dissatisfaction reasons
→ Create retention task for CSM
GA4 Implementation:
// When customer reaches new lifecycle stage
dataLayer.push({
'event': 'lifecycle_stage_change',
'previous_stage': 'trial_user',
'new_stage': 'paying_customer',
'stage_transition_date': Date.now(),
'days_in_previous_stage': 12
});
Visitor → Lead → Trial → Customer → Power User → Advocate
This framework transforms marketing from reactive ("someone filled out a form, now what?") to predictive ("based on behavioral patterns, this person will convert with 87% probability if we deliver experience X within Y timeframe").
Real-World Results from Companies Using This Approach:
The uncomfortable reality: Your competitors are building these systems right now. The SaaS companies that master AI-powered journey mapping and automation will capture disproportionate market share because they'll deliver consistently better customer experiences at scale.
The tools exist. The data exists. The framework exists. The only question is: will you build this before or after your competition?
Need help implementing AI-powered customer journey mapping for your SaaS? Winsome Marketing's team combines technical implementation expertise with strategic content development to help you capture and convert high-intent prospects. We've helped clients increase organic traffic by 150% year-over-year while improving conversion quality through intelligent automation. Schedule a consultation to learn how we can help you build predictive customer journeys that drive measurable revenue growth.
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