Join me as I chat with Jonathan Courtney, Co-Founder and CEO of AJ&Smart, as we dive deep into sales funnel. Jonathan shares his strategies and frameworks for building a client pipeline. We also discuss how to structure successful webinar campaigns.
Key Points:
• Detailed breakdown of successful webinar funnel structures and challenge funnels
• Discussion of basic marketing fundamentals that still work in 2025
• Exploration of how software companies can use traditional funnel marketing techniques
Timestamps:
00:00 – Intro
03:04 – Greg’s New Year Reflections
11:06 – JC’s transition from CEO to an advisory role
21:55 – How to make deals with influencers
24:58 – Detailed breakdown of webinar funnels
30:15 – The structure of webinar funnels
36:15 – How to use funnels for SaaS products and challenge funnels explained
47:12 – Product recommendations and wrap-up
1) The Basic Funnel Formula Still Works:
• Email list → Webinar → Product sale
• Even with just 2,500 subscribers
• Live training converts WAY better than direct email
• 90-min webinar can turn 200 attendees into 20 buyers
2) Perfect Webinar Structure (by Russell Brunson):
• 20min: Your story & struggles
• 15min: The "vehicle" (solution you discovered)
• 20min: Impact & transformation
• Present options: DIY vs accelerated path
• Close with clear next steps
3) Challenge Funnels Are Underrated:
• Perfect for SaaS & digital products
• 30-day format with daily support
• Free trial + structured program
• Examples:
– Notion + Second Brain challenge
– Fitness apps + weight loss challenge
– Meditation apps + mindfulness challenge
4) The Warm-Up Step is CRUCIAL:
• Direct pitching rarely works
• Need a middle step to build excitement
• Options:
– Webinars
– Challenges
– Info sessions
– Live trainings
5) List Partnerships Done Right:
• Never cold pitch for list access
• Build relationships first
• Consider paid partnerships ($10k can be worth it for 1M+ list)
• Focus on value alignment
KEY TAKEAWAY:
Basic funnels still work incredibly well in 2024, but you need:
1. A list (even small)
2. Warming step (webinar/challenge)
3. Clear transformation story
4. Tactful execution
Notable Quotes:
"Most of the real basics work so goddamn well today. Like 2025, we can launch a product using basically just the same webinar. Just email your list, send them to a webinar." – JC
"When a company is doing well, they don’t want me involved… They want the strategic advice. They want access to connections." – Greg Isenberg
LCA helps Fortune 500s and fast-growing startups build their future – from Warner Music to Fortnite to Dropbox. We turn ‘what if’ into reality with AI, apps, and next-gen products https://latecheckout.agency/
BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/
BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.com/
Startup Empire – a membership for builders who want to build cash-flowing businesses https://www.startupempire.co
FIND ME ON SOCIAL
X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/
FIND JONATHAN ON SOCIAL
X/Twitter: https://twitter.com/Jicecream
LinkedIn: https://www.linkedin.com/in/jonathan-courtney-4510644b/
AJ&Smart: https://ajsmart.com/
