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

1. TWO OUTRAGEOUS
CAMPAIGNS
Ryan Deiss - CEO, DigitalMarketer.com

2. CAMPAIGN #1
CHECKBOX
SEGMENTATION

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

4. MEET OUR AVATARS…

5. MEET OUR AVATARS…

6. MEET OUR AVATARS…

7. AVERAGE CUSTOMER VALUES (BY PROFIT CENTER)
$1,000 $5,000 $10,000

8. THE CHALLENGE…
“How can we come up with
scalable acquisition funnels for
each of these key profit centers?”

9. So far we only had one…

10. DM LAB ACQUISITION FUNNEL
STEP 1: LEAD MAGNET
40%
AVERAGE CONVERSION RATE

11. DM LAB ACQUISITION FUNNEL
STEP 2: TRIPWIRE
10%
AVERAGE CONVERSION RATE

12. DM LAB ACQUISITION FUNNEL
STEP 3: LAB $1 TRIAL
30%
AVERAGE CONVERSION RATE

13. DM LAB ACQUISITION FUNNEL
STEP 4: LAB $1 TRIAL
24%
AVERAGE CONVERSION RATE

14. “We’ve got Lab covered, so now
let’s focus on everything else…”

15. THE PROBLEM: NOTHING WORKED FOR HQ…

16. THE PROBLEM: NOTHING WORKED FOR HQ…

17. THE PROBLEM: NOTHING WORKED FOR HQ…

18. THE PROBLEM: NOTHING WORKED FOR HQ…

19. And we didn’t even have any
agency-specific lead magnets…

20. Then we got a not-so-bright idea…

21. “Let’s ‘fix’ what’s already working!”

22. DM LAB ACQUISITION FUNNEL
STEP 1: LEAD MAGNET
22%
AVERAGE CONVERSION RATE

23. DM LAB ACQUISITION FUNNEL
STEP 1: LEAD MAGNET
17.86%
OR A DECREASE OF…
?

24. DM LAB ACQUISITION FUNNEL
STEP 1: LEAD MAGNET (OLD VERSION)
40%
AVERAGE CONVERSION RATE

25. DM LAB ACQUISITION FUNNEL
STEP 1: LEAD MAGNET (NEW VERSION)
40%
AVERAGE CONVERSION RATE

26. The rest of the funnel’s conversion
numbers stayed the same, too…

27. DM LAB ACQUISITION FUNNEL
STEP 2: TRIPWIRE
10%
AVERAGE CONVERSION RATE

28. DM LAB ACQUISITION FUNNEL
STEP 3: LAB $1 TRIAL
30%
AVERAGE CONVERSION RATE

29. DM LAB ACQUISITION FUNNEL
STEP 4: LAB $1 TRIAL
24%
AVERAGE CONVERSION RATE

30. But we added an additional step for
the new “Agency” segment…

31. DM LAB ACQUISITION FUNNEL
STEP 5 (NEW): EMAIL INTRO TO PARTNER PROGRAM
45.6%
OPEN RATE:SUBJ: DIGITALMARKETER LOVES AGENCIES AND
CONSULTANTS

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. • 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. And if it worked once…

35. DM LAB ACQUISITION FUNNEL
STEP 1: LEAD MAGNET (NEW-NEW VERSION)
40%
AVERAGE CONVERSION RATE

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. CAMPAIGN #2
CHAT BOT
CONVERSATION
MACHINE

38. DOES IT SEEM LIKE EVERY
SITE HAS ONE OF THESE?

39. INTRODUCING:
CHAT BOTS
(a.k.a. The Next Big Thing)

40. drift.com

41. intercom.com

42. https://www.hubspot.com/products/sales/live-chat

43. manychat.com

44. TIP: DON’T ASK TO “CHAT”…
“NOPE!”“I’M JUST LOOKING…”

45. ASK BINARY QUESTIONS…

46. “But my team can’t handle all these
inbound conversations?”

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. “You have a conversation…
…now what?

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. QUESTION 1
“Are you [insert
market/avatar]?”

51. QUESTION 2
“Tell me more about
you/your business?
Do you specialize?”
(dig deeper…show
genuine interest)

52. QUESTION 3
“What brought you
here today? What
are your goals?
What are you
hoping to
accomplish?”

53. CALL-TO-ACTION
Round-Robin To First
Available Account
Executive If “Yes”

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. • 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. IMPORTANTBots are for filtering…NOT closing the sale.

57. FINAL THOUGHT
The future belongs to the companies who
are willing to invest in real, one-on-one,
human-to-human interactions.

58. linkedin.com/in/ryandeiss/ @ryandeiss
THANK YOU! :)
@ryandeiss