tear the lid off: take your marketing automation to the next level

Tear the Lid Off

Advanced tools and tactics for taking your automation

to the next level

sean@grid7.com@scrollinondubs

@scrollinondubs

about you guys…

@scrollinondubs

about you guys…

Revenue

@scrollinondubs

about you guys…

Product-market FitRevenue

@scrollinondubs

about you guys…

Product-market FitRevenue

CRM & Automation

@scrollinondubs

about you guys…

Product-market FitRevenue

Plateau or blockedCRM & Automation

@scrollinondubs

about you guys…

Product-market FitRevenue

Plateau or blockedCRM & Automation

About me…

@scrollinondubs

Goals

@scrollinondubs

Goals

5 Crown Jewels

@scrollinondubs

Goals

5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase

@scrollinondubs

Goals

5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase

@scrollinondubs

Goals

5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase

The “airlocks” pattern

@scrollinondubs

Goals

5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase

The “airlocks” pattern We do / they do technique

@scrollinondubs

@scrollinondubs

Five Crown Jewels

@scrollinondubs

Five Crown Jewels

Aggregation of Marginal Gains

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

Aggregation of Marginal Gains

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

Aggregation of Marginal Gains

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref

1200 visitors 180 leads 90 qualified 59 sales 41 superfans 20 upsells 164 referrals 15% capture 50% qual 65% close 70% wow’d 50% upsell 4 avg ref

Aggregation of Marginal Gains

1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

1200 visitors 120 leads 72 qualified 24 sales 18 superfans 12 upsells 108 referrals 10% capture 60% qual 1:3 close 75% wow’d 50% upsell 6 avg ref

Aggregation of Marginal Gains

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

1200 visitors 120 leads 72 qualified 24 sales 18 superfans 12 upsells 108 referrals 10% capture 60% qual 1:3 close 75% wow’d 50% upsell 6 avg ref

Aggregation of Marginal Gains

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

1200 visitors 120 leads 72 qualified 24 sales 18 superfans 12 upsells 108 referrals 10% capture 60% qual 1:3 close 75% wow’d 50% upsell 6 avg ref

Aggregation of Marginal Gains

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

Aggregation of Marginal Gains

~4x ~10x1200 visitors 120 leads 72 qualified 24 sales 18 superfans 12 upsells 108 referrals

10% capture 60% qual 1:3 close 75% wow’d 50% upsell 6 avg ref

5% capture 50% qual 1:4 close 50% wow’d 33% upsell 3 avg ref1000 visitors 50 leads 25 qualified 6 sales 3 superfans 2 upsells 9 referrals

@scrollinondubs

Scaling personal attention

@scrollinondubs

Scaling personal attention

@scrollinondubs

Scaling personal attention

@scrollinondubs

Scaling personal attention

@scrollinondubs

Scaling personal attention

@scrollinondubs

Scaling personal attention

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

360 deg messaging

@scrollinondubs

Just ship it

Perfect is the enemy of good. -Voltaire

@scrollinondubs

Just ship it

@scrollinondubs

Just ship it

If you’re not completely

embarrassed by version one of your product,

you waited too long to ship.

-Reid Hoffman

@scrollinondubs

Just ship it

“We got six months of work done in three days” -Neel

@scrollinondubs

Just ship it

@scrollinondubs

Just ship it

Shipping trumps everything. -Sean

@scrollinondubs

Lean Mindset

@scrollinondubs

Lean MindsetReduce Risk,

uncertainty & waste

@scrollinondubs

Five Crown Jewels

@scrollinondubs

Five Crown Jewels

AMG

@scrollinondubs

Five Crown Jewels

AMG Scaling 1-1

@scrollinondubs

Five Crown Jewels

AMG Scaling 1-1 360deg

@scrollinondubs

Five Crown Jewels

AMG Scaling 1-1 360deg Ship it

@scrollinondubs

Five Crown Jewels

AMG Scaling 1-1 360deg Ship it De-risk

@scrollinondubs

Tools & Tactics

@scrollinondubs

Traffic Acquisition

@scrollinondubs

Traffic Acquisition

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

cost, time, defensibility

@scrollinondubs

Lead Capture

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

Lead Nurture

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

Sales

@scrollinondubs

@scrollinondubs

Bosworth

@scrollinondubs

Bosworth Miller

@scrollinondubs

Bosworth Miller Klaff

@scrollinondubs

Fulfillment

@scrollinondubs

@scrollinondubs

welcome training

@scrollinondubs

welcome training

satisfaction surveys

@scrollinondubs

welcome training

satisfaction surveys

welcome voicemail

@scrollinondubs

welcome training

satisfaction surveys

welcome voicemail

baked goods

@scrollinondubs

welcome training

satisfaction surveys

welcome voicemail

baked goods skywriting

@scrollinondubs

welcome training

satisfaction surveys

welcome voicemail

baked goods skywriting

?

@scrollinondubs

welcome training

satisfaction surveys

welcome voicemail

baked goods skywriting

?get creative

@scrollinondubs

Upsell

@scrollinondubs

Upsell

@scrollinondubs

Upsell

@scrollinondubs

Upsell

@scrollinondubs

Upsell

@scrollinondubs

“most popular upsell”

@scrollinondubs

“most popular upsell”

@scrollinondubs

“most popular upsell”

@scrollinondubs

“most popular upsell”

@scrollinondubs

The downsell “salvage”

@scrollinondubs

The downsell “salvage”

1. 2x your credits for next 6mos?

@scrollinondubs

The downsell “salvage”

1. 2x your credits for next 6mos?

2. 50% off for next 6mos?

@scrollinondubs

The downsell “salvage”

1. 2x your credits for next 6mos?

2. 50% off for next 6mos?

3. suspend billing for 2mos

@scrollinondubs

The downsell “salvage”

1. 2x your credits for next 6mos?

2. 50% off for next 6mos?

3. suspend billing for 2mos

4. free book on us if you keep account

@scrollinondubs

You might also like...

@scrollinondubs

Referrals

@scrollinondubs

Top Referral Acquisition Strategies

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

easiest

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

easiest N/A

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). Perkville

easiest N/A

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). Perkville

easiest

structured try various

N/A

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). Perkville

easiest

structured try various

N/Acost of prizes time to setup

contest infrast

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). PerkvilleFormal referral commission program. Shareasale, Commission Junction

easiest

structured try various

N/Acost of prizes time to setup

contest infrast

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). PerkvilleFormal referral commission program. Shareasale, Commission Junction

easiest

structured try various

scalable new dist

N/Acost of prizes time to setup

contest infrast

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). PerkvilleFormal referral commission program. Shareasale, Commission Junction

easiest

structured try various

scalable new dist

N/Acost of prizes time to setup

contest infrast

commitment higher COGS

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). PerkvilleFormal referral commission program. Shareasale, Commission JunctionSocial campaigns (vanity, giveaways, leaderboards) KravMagaXD eg Shortstack

easiest

structured try various

scalable new dist

N/Acost of prizes time to setup

contest infrast

commitment higher COGS

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). PerkvilleFormal referral commission program. Shareasale, Commission JunctionSocial campaigns (vanity, giveaways, leaderboards) KravMagaXD eg Shortstack

easiest

structured try various

scalable new dist

low cost

N/Acost of prizes time to setup

contest infrast

commitment higher COGS

@scrollinondubs

Just ask

Top Referral Acquisition Strategies

Incentivize referrals (contest or rewards prog). PerkvilleFormal referral commission program. Shareasale, Commission JunctionSocial campaigns (vanity, giveaways, leaderboards) KravMagaXD eg Shortstack

easiest

structured try various

scalable new dist

low cost

N/Acost of prizes time to setup

contest infrast

commitment higher COGS

time to setup

@scrollinondubs

Tools & Tactics

@scrollinondubs

“Airlocks”

@scrollinondubs

@scrollinondubs

Overview

@scrollinondubs

Overview

Externalizeable and well-compartmentalized business processes

@scrollinondubs

Overview

Externalizeable and well-compartmentalized business processes

Benefits:

@scrollinondubs

Overview

Externalizeable and well-compartmentalized business processes

Benefits:

Easier to extricate one’s self from operations

@scrollinondubs

Overview

Externalizeable and well-compartmentalized business processes

Benefits:

Easier to extricate one’s self from operations

“Burstable” and therefore lower overhead

@scrollinondubs

Overview

Externalizeable and well-compartmentalized business processes

Benefits:

Easier to extricate one’s self from operations

“Burstable” and therefore lower overhead

Defined chokepoints preserve security

@scrollinondubs

Overview

Externalizeable and well-compartmentalized business processes

Benefits:

Easier to extricate one’s self from operations

“Burstable” and therefore lower overhead

Defined chokepoints preserve security

Possible to parallelize tasks

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

@scrollinondubs

pre test

award full project to this guy->

@scrollinondubs

@scrollinondubs

We do / They do

@scrollinondubs

We do / They do

@scrollinondubs

We do / They do

@scrollinondubs

We do / They do

@scrollinondubs

We do / They do

@scrollinondubs

We do / They do

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

@scrollinondubs

Instrumentation

@scrollinondubs

Instrumentation

@scrollinondubs

Instrumentation

@scrollinondubs

Instrumentation

@scrollinondubs

Instrumentation

@scrollinondubs

Modeling

Google: “waterfall financials”

@scrollinondubs

Questions?

To get slides txt:

“ocmatalk” -> 415.528.7403

sean@grid7.com

@scrollinondubs

Questions?

To get slides txt:

“ocmatalk” -> 415.528.7403keynote slides with links

MP3 audio of Jermaine’s must-listen podcast

Gravity Forms add-on for lead tracking

My top 20 all-time posts for entrepreneurs

sean@grid7.com