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3X Your 30-Day Lead Value - Affiliate World

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How We Generated 3 Leads From One Form and Filled Multiple, High-Value Sales Pipelines Using Just a Single Lead Magnet

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3X Your 30-Day Lead Value - Affiliate World

  1. 1. 3X YOUR 30-DAY LEAD VALUE Ryan Deiss - CEO, DigitalMarketer.com
  2. 2. OR… How We Generated 3 Leads From One Form and Filled Multiple, High-Value Sales Pipelines Using Just a Single Lead Magnet
  3. 3. https://slideshare.net/ryandeiss Download the slides at:
  4. 4. THE PROBLEM Customer acquisition is getting more difficult and expensive…
  5. 5. THE SOLUTION Increase ACV so you can afford to spend more to acquire. :)
  6. 6. Here’s how we did it…
  7. 7. MEET OUR AVATARS…
  8. 8. MEET OUR AVATARS…
  9. 9. MEET OUR AVATARS…
  10. 10. AVERAGE CUSTOMER VALUES (BY PROFIT CENTER) $1,000 $5,000 $10,000
  11. 11. THE CHALLENGE… “How can we come up with scalable acquisition funnels for each of these key profit centers?”
  12. 12. So far we only had one…
  13. 13. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET 40% AVERAGE CONVERSION RATE
  14. 14. DM LAB ACQUISITION FUNNEL STEP 2: TRIPWIRE 10% AVERAGE CONVERSION RATE
  15. 15. DM LAB ACQUISITION FUNNEL STEP 3: LAB $1 TRIAL 30% AVERAGE CONVERSION RATE
  16. 16. DM LAB ACQUISITION FUNNEL STEP 4: LAB TRIAL UPGRADE 24% AVERAGE CONVERSION RATE
  17. 17. “We’ve got Lab covered, so now let’s focus on everything else…”
  18. 18. THE PROBLEM: NOTHING WORKED FOR HQ…
  19. 19. THE PROBLEM: NOTHING WORKED FOR HQ…
  20. 20. THE PROBLEM: NOTHING WORKED FOR HQ…
  21. 21. THE PROBLEM: NOTHING WORKED FOR HQ…
  22. 22. And we didn’t even have any agency-specific lead magnets…
  23. 23. Then we got a not-so-bright idea…
  24. 24. “Let’s ‘fix’ what’s already working!”
  25. 25. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET 22% AVERAGE CONVERSION RATE 40%
  26. 26. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET 17.86% OR A DECREASE OF… ?
  27. 27. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET (OLD VERSION) 40% AVERAGE CONVERSION RATE
  28. 28. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET (NEW VERSION) 40% AVERAGE CONVERSION RATE
  29. 29. The rest of the funnel’s conversion numbers stayed the same, too…
  30. 30. DM LAB ACQUISITION FUNNEL STEP 2: TRIPWIRE 10% AVERAGE CONVERSION RATE
  31. 31. DM LAB ACQUISITION FUNNEL STEP 3: LAB $1 TRIAL 30% AVERAGE CONVERSION RATE
  32. 32. DM LAB ACQUISITION FUNNEL STEP 4: LAB TRIAL UPGRADE 24% AVERAGE CONVERSION RATE
  33. 33. But we added an additional step for the new “Agency” segment…
  34. 34. DM LAB ACQUISITION FUNNEL STEP 5 (NEW): EMAIL INTRO TO PARTNER PROGRAM 45.6% OPEN RATE:SUBJ: DIGITALMARKETER LOVES AGENCIES AND CONSULTANTS
  35. 35. DM LAB ACQUISITION FUNNEL STEP 5 (NEW): EMAIL INTRO TO PARTNER PROGRAM 36.4% OPEN RATE:SUBJ: HOW CAN WE HELP [COMPANY NAME] GROW?
  36. 36. • Total Leads: 11,261 • Agency-Identified Leads: 2620 (23.2%) • Meetings Booked: 108 (4%) • Sales Qualified Leads: 18 (17%) • Closed Partners: 11 (61%) • $110,000 in revenue from traffic we were already receiving…just by adding a “Yes/No” checkbox. :) THE RESULTS: AFTER ONLY 30 DAYS 
 (AND JUST TWO FUNNELS)
  37. 37. And if it worked once…
  38. 38. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET (NEW-NEW VERSION) 40% AVERAGE CONVERSION RATE
  39. 39. STEP 1: Identify Your MOST Valuable Avatar STEP 2: Create a Binary Segmentation Question STEP 3: Craft an Email Campaign That Prompts This Avatar To START a Sales Conversation (get permission to tell them more) STEP 4: Test To Your Highest Value Segment 
 (Avatar + Activity) STEP 5: Add Binary Segmentation Question To Your Highest Preforming Lead Magnet 
 (Prove Then Automate) STEP 6: Lather, Rinse, Repeat NEXT STEPS: HOW TO IMPLEMENT THIS STRATEGY IN YOUR OWN BUSINESS…
  40. 40. SPLIT-TEST
 ROUND-UP
  41. 41. TEST #1: IN-FORM CHECKBOX (OR RADIO BUTTON) vs.
  42. 42. TEST #3: TRIAL DURATION vs. vs.
  43. 43. TEST #3: THE PERFECT TEMPLATE vs.
  44. 44. It’s all about the _________.MESSAGE FINAL THOUGHT
  45. 45. linkedin.com/in/ryandeiss/ @ryandeiss THANK YOU! :) @ryandeiss

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