Learn Through A Funnel: Application Funnel

The Learn Through A Funnel series is intended to guide you through the process of building out specific types of funnels. This is your roadmap through the steps in building. The roadmap is broken into phases and each phase has steps to complete the phase. The steps below cover the action items to be taken and lead to articles with more details on how to achieve each step.

This article will walk you through the process of building out an application funnel for a high touch offer like coaching or a mastermind.

In This Article:

Phase One: Application Funnel Account Prep

The application funnel account prep steps are listed in the Learn Through A Funnel: Account Prep article.
There are no additional steps for prep beyond that article. Once you have completed all the steps in this article, you can move to Phase Two: Build Your Assets.

Phase Two: Application Funnel Prep

  • Create an opt-in form (or duplicate an existing one) under Sites -> Forms -> Builder using the following fields. How to Create a Form
    • Email address (set as required)
    • Name (set as required)


Phase Three: Application Funnel Build


Phase Four: Application Funnel Settings

Phase Five: Application Funnel Automation Prep

Before setting up your workflows, we are going to use a pipeline with this funnel. A pipeline is a

visual way to see customers moving through your funnel.

  • Build a pipeline with the following stages: How to Create a Pipeline
    • Optin
    • Application Received
    • Call Booked
    • Offer Accepted
    • Follow Up

    • Offer Not Accepted


  • Create these tags. When creating tags, consider adjusting them to have the name of the offer or funnel for clarity in the future: How to Create a New Tag ( under Settings > Tags )
    • Optin
    • Application Received
    • Call Booked
    • Offer Accepted
    • Follow Up

    • Offer Not Accepted


  • Create a folder for your Application Funnel workflows under Automation -> Workflows. You will build 6 workflows, so creating a folder will help keep them organized.

Phase Six: Application Funnel Automation Build

You will build six workflows for your application funnel. If you prefer to purchase pre-build automations, there is a link to the automation shop in the left hand menu of your FG Funnels dashboard. Look for the Consulting + Service Provider Automation pack.


For each workflow, create a new workflow under Automation -> Workflows inside the folder you created in Phase Five. If you are brand new to workflows, the Workflow Builder Walkthrough will help you get acquainted with the builder.

Workflow 1: Optin Workflow

  • Trigger: Form Submission
    • Add Filters
      • Form Is: Select the name of your opt-in form
  • Action 1: Assign User
  • Action 2: Add Contact Tag
    • opt-in (Make sure to use the tag you created in Phase 5)
  • Action 3: Create Opportunity
    • Pipeline Is: Select the name of the pipeline you created in Phase Five
    • Click Add Fields and add Required Fields
      • Opportunity Name: {{contact.name}}
      • Pipeline Stage: Opt-In
      • Status: Open
      • Opportunity Value: Optional, Monetary Potential for User
      • Opportunity Source: Optional
  • Action 4: Wait
    • Time Delay
    • Wait 4 Hours
  • Action 5: If / Else: Did they fill out the application?
    • Branch 1: Contact Tag Includes application received (Make sure to use the application received tag you created in Phase 5)
    • None Branch
  • Action 6: Differs Per Branch:
    • Branch 1: Tag Includes application received (Make sure to use the application received tag you created in Phase 5)
      • Remove Contact Tag: Opt-In (Make sure to use the opt-in tag you created in Phase 5)
    • Branch 2: None Branch:
      • Send Email: Application Reminder Email
        • Remind them to fill out the application
        • Ensure your unsubscribe link is connected to your outgoing email.

Screenshot of Example Application Opt-In Workflow


Workflow 2: Application Received Workflow

  • Trigger: Form Submission
    • Add Filters
      • Form Is: Select your application form
  • Action 1: Assign User
  • Action 2: Add Contact Tag
    • application received (Make sure to use the tag you created in Phase 5)
  • Action 3: Send Internal Notification
    • Select Email
    • Fill in the fields to notify yourself or another member of your team that the application has been submitted. You can use custom fields in this email to populate based on the specific customer.
  • Action 4: Find Opportunity
    • Opportunity to be Found: Most Recently Created Opportunity
    • Pipeline is Your Pipeline Name
    • Opportunity Name is {{contact.name}}
    • Pipeline Stage is Opt-In
    • Action 4a: In Opportunity Found Branch: Update Opportunity
      • Click Add Fields and Add Required Fields
      • Pipeline: Select the Pipeline You Created in Phase 5
      • Pipeline Stage is: Application Received
      • Status: Open
    • Action 4b: In Opportunity Not Found Branch: Create Opportunity
      • Pipeline Is: Select the name of the pipeline you created in Phase Five
      • Click Add Fields and add Required Fields
        • Opportunity Name: {{contact.name}}
        • Pipeline Stage: Application Received
        • Status: Open
        • Opportunity Value: Optional, Monetary Potential for User
        • Opportunity Source: Optional
  • Action 5: Add Wait Step
    • Action 5a: In Opportunity Found Branch: Wait Step
      • Time Delay
      • Wait 4 Hours
    • Action 5b: In Opportunity Not Found Branch: Go To
      • Once you've added the Go To action, click save and then select the wait step in the opportunity found branch. This will send everyone to the same place after the opportunity is created.
  • Action 6: If/Else Condition: Did they book the call?
    • This will only occur in the Opportunity Found Branch because everyone is sent there based on Action 5.
    • Branch 1: Contact Tag Includes call booked (Make sure to use the call booked tag you created in Phase 5)
    • None Branch
  • Action 7: Differs Per Branch:
    • Branch 1: Tag Includes call booked (Make sure to use the call booked tag you created in Phase 5)
      • Remove Contact Tag: application received (Make sure to use the application received tag you created in Phase 5)
    • Branch 2: None Branch:
      • Send Email: Call Booking Reminder Email
        • Remind them to book the call
        • Ensure your unsubscribe link is connected to your outgoing email.

Application Received Workflow Part 1

Application Received Part 2 Workflow


Workflow 3: Call Booked Workflow

  • Trigger: Appointment Status
    • Add Filters
      • Calendar is -> Your Appointment Calendar
  • Action 1: Assign User
  • Action 2: Remove Contact Tag
    • application received, optin (Make sure to use the tags you created in Phase 5)
  • Action 3: Add Contact Tag
    • call booked (Make sure to use the tag you created in Phase 5)
  • Action 4: Internal Notification
    • Select Email
    • Fill in the fields to notify yourself or another member of your team that the application has been submitted. You can use custom fields in this email to populate based on the specific customer.
  • Action 5: Send Email
    • You can send an email to your lead thanking them for scheduling the call and let them know anything else they should know at this point.
  • Action 6: Find Opportunity
    • Opportunity to be Found: Most Recently Created Opportunity
    • Pipeline is Your Pipeline Name
    • Opportunity Name is {{contact.name}}
    • Pipeline State is Application Received
    • Action 6a: In Opportunity Found Branch: Update Opportunity
      • Click Add Fields and Add Required Fields
      • Pipeline: Select the Pipeline You Created in Phase 5
      • Pipeline Stage is: Call Booked
      • Status: Open
    • Action 6b: In Opportunity Not Found Branch: Create Opportunity
      • Pipeline Is: Select the name of the pipeline you created in Phase Five
      • Click Add Fields and add Required Fields
        • Opportunity Name: {{contact.name}}
        • Pipeline Stage: Call Booked
        • Status: Open
        • Opportunity Value: Optional, Monetary Potential for User
        • Opportunity Source: Optional

Screenshot of a call booked workflow in an application funnel


Post Call Steps:

This is not a workflow, but is the step between the call booked workflow and the next workflows. This step is a manual action that moves them to the appropriate stage of the pipeline and kicks off the correct next workflow.

After the call, you will need to go to Opportunites and make sure you are looking at the correct pipeline. Then click and drag their opportunity card to the appropriate stage of the pipeline (either offer accepted, follow up or offer not accepted) to trigger the correct next workflow.


Workflow 4: Offer Accepted Workflow

  • Trigger: Pipeline Stage Changed
    • Add Filters
      • In Pipeline: Select your pipeline
      • Pipeline stage: Select offer accepted
  • Action 1: Assign User
  • Action 2: Remove Contact Tag
    • application received, optin, call booked (Make sure to use the tags you created in Phase 5)
  • Action 3: Add Contact Tag
    • offer accepted (Make sure to use the tags you created in Phase 5)
  • Action 4: Send Email
    • Send a Welcome Email that lets them know their next steps

Offer Accepted Workflow Screenshot


Workflow 5: Follow Up Workflow

  • Trigger: Pipeline Stage Changed
    • Add Filters
      • In Pipeline: Select your pipeline
      • Pipeline stage: Select follow up
  • Action 1: Assign User
  • Action 2: Remove Contact Tag
    • application received, optin, call booked (Make sure to use the tags you created in Phase 5)
  • Action 3: Add Contact Tag
    • follow up (Make sure to use the tags you created in Phase 5)
  • Action 4: Wait Step
    • Time Delay
    • Wait 24 Hours
  • Action 5: Send Email
    • Send an email follow up
  • Action 6: Wait Step
    • Time Delay
    • Wait 24 Hours
  • Action 7: If/Else Condition: Did they book another call or accept the offer?
    • Branch 1: Yes, - Contact Details -> Tags -> Includes -> call booked OR Contact Details -> Tags -> Includes -> call booked (Make sure to use the tags you created in Phase 5)
      • Remove Contact Tag: follow up (Make sure to use the tags you created in Phase 5)
    • Branch 2: No
      • Send a second follow up email
      • Ensure that your unsubscribe link is connected to your outgoing email

Screenshot of first part of follow up automation

Screenshot of Part 2 of Follow Up Automation


Workflow 6: Call Reminder Sequence

You can send reminders through the calendar itself by following the notifications article, Email Notifications & In-App Notifications for Calendars.


You can also build a reminder workflow which is shown in the first part of The Final Setup Steps - Workflow, Form, Domain + Testing in the calendar wizard. (Up to 17:00).

Phase Seven: Test and Promote

  • Publish your workflows


  • Test your workflows - from the funnel itself (NOT using the test workflow button) How To Test An Opt-In Funnel will get you started.

  • Once you have verified it is working - share the link to your new funnel everywhere!