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

1. 3X YOUR 30-DAY
LEAD VALUE
Ryan Deiss - CEO, DigitalMarketer.com

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

3. https://slideshare.net/ryandeiss
Download the slides at:

4. THE PROBLEM
Customer acquisition is getting more
difficult and expensive…

5. THE SOLUTION
Increase ACV so you can afford to
spend more to acquire. :)

6. Here’s how we did it…

7. MEET OUR AVATARS…

8. MEET OUR AVATARS…

9. MEET OUR AVATARS…

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

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

12. So far we only had one…

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

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

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

16. DM LAB ACQUISITION FUNNEL
STEP 4: LAB TRIAL UPGRADE
24%
AVERAGE CONVERSION RATE

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

18. THE PROBLEM: NOTHING WORKED FOR HQ…

19. THE PROBLEM: NOTHING WORKED FOR HQ…

20. THE PROBLEM: NOTHING WORKED FOR HQ…

21. THE PROBLEM: NOTHING WORKED FOR HQ…

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

23. Then we got a not-so-bright idea…

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

25. DM LAB ACQUISITION FUNNEL
STEP 1: LEAD MAGNET
22%
AVERAGE CONVERSION RATE
40%

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

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

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

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

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

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

32. DM LAB ACQUISITION FUNNEL
STEP 4: LAB TRIAL UPGRADE
24%
AVERAGE CONVERSION RATE

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

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

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. • 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. And if it worked once…

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

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. SPLIT-TEST
ROUND-UP

41. TEST #1: IN-FORM CHECKBOX (OR RADIO BUTTON)
vs.

42. TEST #3: TRIAL DURATION
vs. vs.

43. TEST #3: THE PERFECT TEMPLATE
vs.

44. It’s all about the _________.MESSAGE
FINAL THOUGHT

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