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Two Inbound Engines that Drive 30K+ Leads Per Month

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High volume inbound lead gen engines are built on two systems. Ramping up volume in the right areas while optimizing conversions at key chokepoints.

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Two Inbound Engines that Drive 30K+ Leads Per Month

  1. 1. Two Inbound Engines that Drive 30K+ Leads Every Month Lars Lofgren
  2. 2. 2016 Cumulative Leads and Goal 0 125,000 250,000 375,000 500,000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Actual Goal
  3. 3. Averaged 40,400 leads/month in 2016
  4. 4. At KISSmetrics, I 4X lead counts in a year.
  5. 5. No Campaigns. Only Systems.
  6. 6. I hate marketing campaigns.
  7. 7. To build high-volume inbound lead flow, think in systems.
  8. 8. Volume Game or Quality Game?
  9. 9. The PDF Content Mill
  10. 10. How are those 50 PDFs going to generate any traffic for you?
  11. 11. I’d much rather have 49 blog posts and 1 AMAZING PDF.
  12. 12. I Will Teach mini-courses
  13. 13. Conversion = quality Traffic = volume
  14. 14. Engine 1 Ramp Volume
  15. 15. SEO Posts are a classic volume game
  16. 16. We built entire mini-sites for high-volume keywords
  17. 17. Time for a confession…
  18. 18. Ultimate Guide to Habits - page 7 of search results
  19. 19. 1 month writing, 2 weeks design, and 2 weeks front- end dev time for page 7 on Google = MAD PROFITS
  20. 20. I killed the program.
  21. 21. What went wrong?
  22. 22. I assumed the team could keep iterating. Then set an annual quota. What went wrong?
  23. 23. They stopped iterating to hit their quota.
  24. 24. 1. Iterate on tactics until you crack it
  25. 25. 2. Extreme process efficiency + absurd volume 1. Iterate on tactics until you crack it
  26. 26. Engine 2 Find Chokepoints
  27. 27. A/B test your lead chokepoints to death
  28. 28. KISSmetrics homepage conversion to signups Nov 2013 = 2.85% Aug 2014 = 8.71%
  29. 29. I Will Teach confirmation page July 2015 = 63% June 2016 = 82%
  30. 30. I Will Teach pop-up Aug 2015 = 1800 Aug 2016 = 7100
  31. 31. Use A/B tests to drive quality on your chokepoints
  32. 32. You can double the lead flow from an asset by the end of the year.
  33. 33. Engine 2 First Chokepoint
  34. 34. The process we use to find our best hooks.
  35. 35. Your first headline is a terrible headline.
  36. 36. 1. 7 minute hook brainstorm with your team
  37. 37. Give them 1 main constraint to start the brainstorm.
  38. 38. 2. Your team gets 3 upvotes each
  39. 39. 3. Take 3-4 winning themes, turn into 10-15 headlines
  40. 40. 4. $500-$1,000 ad budget to test CTRs on Facebook
  41. 41. 5. Build what you need to support the winning headline
  42. 42. Recap • Make sure you’re playing the right game: volume or quality? Traffic = volume, conversion = quality. • For volume, get the tactics right and then scale to absurdity. • For quality, A/B test lead chokepoints to death. • For a new chokepoint, brainstorm headlines and run a Facebook ad test to find best clickthrough rates.
  43. 43. Thank you Lars Lofgren @larslofgren lars@larslofgren.com bit.ly/30kleads

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