tear the lid off: take your marketing automation to the next level
TRANSCRIPT
Tear the Lid Off
Advanced tools and tactics for taking your automation
to the next level
[email protected]@scrollinondubs
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about you guys…
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about you guys…
Revenue
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about you guys…
Product-market FitRevenue
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about you guys…
Product-market FitRevenue
CRM & Automation
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about you guys…
Product-market FitRevenue
Plateau or blockedCRM & Automation
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about you guys…
Product-market FitRevenue
Plateau or blockedCRM & Automation
About me…
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Goals
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Goals
5 Crown Jewels
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Goals
5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase
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Goals
5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase
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Goals
5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase
The “airlocks” pattern
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Goals
5 Crown Jewels Tools & Tactics Bonanza for each lifecycle phase
The “airlocks” pattern We do / they do technique
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Five Crown Jewels
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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
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Scaling personal attention
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Scaling personal attention
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Scaling personal attention
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Scaling personal attention
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Scaling personal attention
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Scaling personal attention
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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360 deg messaging
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Just ship it
Perfect is the enemy of good. -Voltaire
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Just ship it
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Just ship it
If you’re not completely
embarrassed by version one of your product,
you waited too long to ship.
-Reid Hoffman
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Just ship it
“We got six months of work done in three days” -Neel
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Just ship it
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Just ship it
Shipping trumps everything. -Sean
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Lean MindsetReduce Risk,
uncertainty & waste
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Five Crown Jewels
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Five Crown Jewels
AMG
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Five Crown Jewels
AMG Scaling 1-1
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Five Crown Jewels
AMG Scaling 1-1 360deg
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Five Crown Jewels
AMG Scaling 1-1 360deg Ship it
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Five Crown Jewels
AMG Scaling 1-1 360deg Ship it De-risk
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Tools & Tactics
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Traffic Acquisition
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Traffic Acquisition
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cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
@scrollinondubs
cost, time, defensibility
@scrollinondubs
cost, time, defensibility
@scrollinondubs
cost, time, defensibility
@scrollinondubs
cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
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cost, time, defensibility
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Lead Capture
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Lead Nurture
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Sales
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Bosworth
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Bosworth Miller
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Bosworth Miller Klaff
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Fulfillment
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welcome training
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welcome training
satisfaction surveys
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welcome training
satisfaction surveys
welcome voicemail
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welcome training
satisfaction surveys
welcome voicemail
baked goods
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welcome training
satisfaction surveys
welcome voicemail
baked goods skywriting
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welcome training
satisfaction surveys
welcome voicemail
baked goods skywriting
?
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welcome training
satisfaction surveys
welcome voicemail
baked goods skywriting
?get creative
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Upsell
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Upsell
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Upsell
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Upsell
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Upsell
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“most popular upsell”
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The downsell “salvage”
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The downsell “salvage”
1. 2x your credits for next 6mos?
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The downsell “salvage”
1. 2x your credits for next 6mos?
2. 50% off for next 6mos?
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The downsell “salvage”
1. 2x your credits for next 6mos?
2. 50% off for next 6mos?
3. suspend billing for 2mos
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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
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You might also like...
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Referrals
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Top Referral Acquisition Strategies
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Just ask
Top Referral Acquisition Strategies
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Just ask
Top Referral Acquisition Strategies
easiest
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Just ask
Top Referral Acquisition Strategies
easiest N/A
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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
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Tools & Tactics
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“Airlocks”
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Overview
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Overview
Externalizeable and well-compartmentalized business processes
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Overview
Externalizeable and well-compartmentalized business processes
Benefits:
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Overview
Externalizeable and well-compartmentalized business processes
Benefits:
Easier to extricate one’s self from operations
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Overview
Externalizeable and well-compartmentalized business processes
Benefits:
Easier to extricate one’s self from operations
“Burstable” and therefore lower overhead
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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
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pre test
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pre test
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pre test
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pre test
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pre test
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pre test
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pre test
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pre test
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pre test
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pre test
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pre test
award full project to this guy->
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We do / They do
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We do / They do
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We do / They do
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We do / They do
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We do / They do
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We do / They do
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Instrumentation
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Instrumentation
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Instrumentation
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Instrumentation
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Instrumentation
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Modeling
Google: “waterfall financials”
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Questions?
To get slides txt:
“ocmatalk” -> 415.528.7403
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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