Funnel teardown: Monday.com (Project management and work-OS platform)
Founder(s): Roy Mann and Eran Zinman

Monday sells visual-first work management to non-technical buyers. The funnel is templates, vertical landing pages, and aggressive paid acquisition.

TL;DR: Monday's funnel is built for a non-technical team buyer through three levers: visual-first product design (the boards look obvious), vertical landing pages (a different homepage per use-case), and heavy paid acquisition (TV, podcast sponsorships, programmatic at scale). The lesson for indie founders: when your buyer is a non-technical team lead, the funnel is the visual demo plus a use-case-specific entry point, not feature parity with developer-shaped competitors.

What they sell: A visual work-OS platform with vertical products for project management (Work Management), engineering (Dev), CRM, and Service.
Who it's for: Non-technical team leads in marketing, ops, sales, customer success, and creative agencies who want a visual project management surface their team will actually use.
Pricing: Free tier capped at 2 users; paid Basic, Standard, Pro, Enterprise plans billed per seat per month with minimum-seat thresholds on some tiers (verified 2026-05-18).

Hook pattern: Visual-first demo hook
The hero leads with the boards UI — colourful, obvious, easy to read at a glance. The implicit hook is 'your team will not need training to use this'. For non-technical buyers worried about adoption, the visual is the message.

Story pattern: Vertical use-case proof
Monday runs different landing pages per use-case (marketing, sales, dev, HR, creative) with vertical-specific templates and case studies. Each landing page reads as if Monday was built for that one team. The story is 'this is exactly your shape', told in the buyer's own vocabulary.

Offer pattern: Aggressive trial-led close with paid amplification
The offer is a free trial of the team plan, amplified by heavy paid spend across TV, podcasts, and programmatic. The funnel is built to take a cold non-technical buyer from awareness to trial in one session. The free tier (2 users) exists as a downgrade path, not a primary entry.

What's working:
Visual-first design lets non-technical buyers self-qualify in seconds.|Vertical landing pages collapse 'is this for me' into 'yes, look — your team is on the screenshot'.|Heavy paid spend across TV and podcasts builds top-of-funnel awareness most B2B SaaS will never afford.|Template gallery per vertical reduces cold-start friction for non-technical teams.|Aggressive trial-led conversion path with built-in onboarding nudges and dedicated CS for paid trials.

What to adapt:
Build a use-case-specific landing page for each vertical you serve, with the templates and language that vertical uses.|If your buyer is non-technical, the screenshot is the headline — design the hero around the product's visual obviousness.|Trial-led conversion works when the time-to-magic-moment in your product is short; design the trial to hit the magic moment within the first session.

What to avoid:
Do not try to match Monday's paid acquisition spend — they raised hundreds of millions for a reason.|Do not copy the vertical-landing-page pattern unless you have enough product depth that each vertical is genuinely served differently.|Do not pitch Monday's visual style to a technical buyer — devs often actively dislike the boards UI and the brand voice.

Brunson lens:
Hook: Visual-first hook for non-technical team leads (boards as the message).
Story: Vertical use-case proof — a different landing page and template set per buyer team.
Offer: Trial-led close amplified by heavy paid acquisition.
Value ladder tier: Self-serve trial funnel with paid acquisition driving top-of-funnel.