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Outrageous campaigns ryan deiss - handouts

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Ryan Deiss' presentation from Bill Glazer's Outrageous Campaigns Live event, June 12, 2018 - San Deigo, CA.

Published in: Marketing
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Outrageous campaigns ryan deiss - handouts

  1. 1. TWO OUTRAGEOUS CAMPAIGNS Ryan Deiss - CEO, DigitalMarketer.com
  2. 2. CAMPAIGN #1 CHECKBOX SEGMENTATION
  3. 3. OR… How We Generated 3 Leads From One Form and Filled Multiple, High-Value Sales Pipelines Using Just a Single Lead Magnet
  4. 4. MEET OUR AVATARS…
  5. 5. MEET OUR AVATARS…
  6. 6. MEET OUR AVATARS…
  7. 7. AVERAGE CUSTOMER VALUES (BY PROFIT CENTER) $1,000 $5,000 $10,000
  8. 8. THE CHALLENGE… “How can we come up with scalable acquisition funnels for each of these key profit centers?”
  9. 9. So far we only had one…
  10. 10. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET 40% AVERAGE CONVERSION RATE
  11. 11. DM LAB ACQUISITION FUNNEL STEP 2: TRIPWIRE 10% AVERAGE CONVERSION RATE
  12. 12. DM LAB ACQUISITION FUNNEL STEP 3: LAB $1 TRIAL 30% AVERAGE CONVERSION RATE
  13. 13. DM LAB ACQUISITION FUNNEL STEP 4: LAB $1 TRIAL 24% AVERAGE CONVERSION RATE
  14. 14. “We’ve got Lab covered, so now let’s focus on everything else…”
  15. 15. THE PROBLEM: NOTHING WORKED FOR HQ…
  16. 16. THE PROBLEM: NOTHING WORKED FOR HQ…
  17. 17. THE PROBLEM: NOTHING WORKED FOR HQ…
  18. 18. THE PROBLEM: NOTHING WORKED FOR HQ…
  19. 19. And we didn’t even have any agency-specific lead magnets…
  20. 20. Then we got a not-so-bright idea…
  21. 21. “Let’s ‘fix’ what’s already working!”
  22. 22. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET 22% AVERAGE CONVERSION RATE
  23. 23. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET 17.86% OR A DECREASE OF… ?
  24. 24. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET (OLD VERSION) 40% AVERAGE CONVERSION RATE
  25. 25. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET (NEW VERSION) 40% AVERAGE CONVERSION RATE
  26. 26. The rest of the funnel’s conversion numbers stayed the same, too…
  27. 27. DM LAB ACQUISITION FUNNEL STEP 2: TRIPWIRE 10% AVERAGE CONVERSION RATE
  28. 28. DM LAB ACQUISITION FUNNEL STEP 3: LAB $1 TRIAL 30% AVERAGE CONVERSION RATE
  29. 29. DM LAB ACQUISITION FUNNEL STEP 4: LAB $1 TRIAL 24% AVERAGE CONVERSION RATE
  30. 30. But we added an additional step for the new “Agency” segment…
  31. 31. DM LAB ACQUISITION FUNNEL STEP 5 (NEW): EMAIL INTRO TO PARTNER PROGRAM 45.6% OPEN RATE:SUBJ: DIGITALMARKETER LOVES AGENCIES AND CONSULTANTS
  32. 32. DM LAB ACQUISITION FUNNEL STEP 5 (NEW): EMAIL INTRO TO PARTNER PROGRAM 36.4% OPEN RATE:SUBJ: HOW CAN WE HELP [COMPANY NAME] GROW?
  33. 33. • 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)
  34. 34. And if it worked once…
  35. 35. DM LAB ACQUISITION FUNNEL STEP 1: LEAD MAGNET (NEW-NEW VERSION) 40% AVERAGE CONVERSION RATE
  36. 36. 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…
  37. 37. CAMPAIGN #2 CHAT BOT CONVERSATION MACHINE
  38. 38. DOES IT SEEM LIKE EVERY SITE HAS ONE OF THESE?
  39. 39. INTRODUCING: CHAT BOTS
 (a.k.a. The Next Big Thing)
  40. 40. drift.com
  41. 41. intercom.com
  42. 42. https://www.hubspot.com/products/sales/live-chat
  43. 43. manychat.com
  44. 44. TIP: DON’T ASK TO “CHAT”… “NOPE!”“I’M JUST LOOKING…”
  45. 45. ASK BINARY QUESTIONS…
  46. 46. “But my team can’t handle all these inbound conversations?”
  47. 47. THROTTLING CONVERSATIONS • Avoid the homepage • Trigger chat on 3rd visit • Trigger chat on BOFU content only (informs the conversation) • Trigger chat on pricing and “thank you” pages only
  48. 48. “You have a conversation… 
 …now what?
  49. 49. THE FIVE CRITICAL QUESTIONS 1. Are you [insert market/avatar]? 2. Tell me more about you/your business? Do you specialize? 
 (dig deeper…show genuine interest) 3. What brought you here today? What are your goals? What are you hoping to accomplish? (Suggest three big benefits.) 4. What do you know about [product/ company name]?
 (Refer back to question 3 answers…) 5. Do you want some help with that?
 (If yes, “Great, I’ll be right back…”)
  50. 50. QUESTION 1 “Are you [insert market/avatar]?”
  51. 51. QUESTION 2 “Tell me more about you/your business? Do you specialize?” 
 (dig deeper…show genuine interest)
  52. 52. QUESTION 3 “What brought you here today? What are your goals? What are you hoping to accomplish?”
  53. 53. CALL-TO-ACTION Round-Robin To First Available Account Executive If “Yes”
  54. 54. THE BOT TO HUMAN HANDOFF HAPPENS AT STEP 4… 1. Are you [insert market/avatar]? 2. Tell me more about you/your business? Do you specialize? 
 (dig deeper…show genuine interest) 3. What brought you here today? What are your goals? What are you hoping to accomplish? (Suggest three big benefits.) 4. What do you know about [product/ company name]? 
 (Refer back to question 3 answers…) 5. Do you want some help with that?
 (If yes, “Great, I’ll be right back…”)
  55. 55. • 233 Conversations • 37 Meetings Booked (16% C.R.) • 8 SQLs (22% C.R.) • 5 Closed Partners (62% C.R.) • $50,000 in revenue from traffic we were already receiving…just by asking a binary question. :) THE RESULTS:
 (May 11 - June 10)
  56. 56. IMPORTANTBots are for filtering…NOT closing the sale.
  57. 57. FINAL THOUGHT The future belongs to the companies who are willing to invest in real, one-on-one, human-to-human interactions.
  58. 58. linkedin.com/in/ryandeiss/ @ryandeiss THANK YOU! :) @ryandeiss

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