High-ticket funnel: case study → application → call
The standard funnel for any B2B SaaS selling deals above $25k ACV. The application gate is the whole game - it filters out tire-kickers and pre-qualifies every call your AEs take.
What good looks like.
Each stage. What it does. How it's built.
Ad / Outbound
Cold traffic from LinkedIn Ads, paid search, or AI outbound - pointed at a case-study landing page, not a homepage.
Case study page
One company, one outcome, one number. Video + transcript. CTA: 'See if we can do this for you'.
Application
10–14 questions: company, ACV, current pipeline, biggest constraint, timeline. Filters out 60–70% of clicks.
Booking page
Shown only to qualified applications. Calendar embed for 30-min strategy call. Pre-call asset auto-sent.
Strategy call
Discovery + diagnosis + proposal in one session. Run by a senior operator, not an SDR.
Where the conversion actually happens.
When to use it
- Your ACV is $25k+ and your sales cycle is 30+ days.
- Your AEs are expensive and you need pre-qualified meetings only.
- You can credibly produce 1–2 strong case studies with named customers.
Common pitfalls
- ×Skipping the application - your AEs end up in 'is this even a fit?' calls.
- ×Generic case studies. Name the customer, name the number, or don't bother.
- ×Booking page that asks too much. Calendar + 2 fields, max.
We've shipped this 14+ times.
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