All playbooks
Product Launch
Four-video product launch sequence for SaaS
A four-video launch adapted for B2B SaaS. The cadence creates anticipation, the story arcs build authority, and the time-boxed cart window forces a decision. Use for new product launches, major version drops, or annual category resets.
Benchmarks
What good looks like.
8–14%
Opt-in → cart
3.5–6%
Cart → buyer
12–18%
Downsell uptake
4–7x baseline
Launch revenue lift
The funnel, step by step
Each stage. What it does. How it's built.
01
Pre-launch opt-in
Capture interest 2–3 weeks before the launch. Bonus: early access + launch-week pricing.
02
Video 1 - Opportunity
Frame the shift in the market. Why now. No pitch.
03
Video 2 - Transformation
Show the new way. Case study. Outcome.
04
Video 3 - Ownership
Handle the top 5 objections. Show the path.
05
Video 4 - Cart open
The offer. Pricing. Bonuses. 5–7 day window.
06
Cart close + downsell
Last-day urgency emails. Downsell offer for non-buyers (lower tier, payment plan).
When to use it
- You have a real product launch (new product, major release, new category positioning).
- Your audience is large enough - 10k+ list or 50k+ social reach minimum.
- Your team can ship four polished videos and live email cadence in 4 weeks.
Common pitfalls
- ×Launching without a pre-launch list - burns paid spend on cold traffic.
- ×No cart deadline - the urgency is the offer.
- ×Skipping the downsell - you're leaving the easiest 12–18% on the table.
Deploy this funnel
We've shipped this 14+ times.
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