How To Automate Prospects to Clients Darcy Juarez VP of Marketing and Operations Dentist Profits

Since we started using Infusion 3 years ago…. We have gone from 1.5m to over 6m We have added over 10,000 prospects to our funnel We have added 3 new businesses that feed from our clients Marketing staff just increased 3 months ago from 1 person to 2

We have gone from 1.5m to over 6m

We have added over 10,000 prospects to our funnel

We have added 3 new businesses that feed from our clients

Marketing staff just increased 3 months ago from 1 person to 2

How do we do it? Using the Automated marketing campaigns Utilizing on-line and off-line marketing Using email, fax, direct mail, voicebroadcasting, tele-seminars, and a sales force Maximizing Action sequences Sales pipeline *** Find ways to automate anything and everything possible! ***

Using the Automated marketing campaigns

Utilizing on-line and off-line marketing

Using email, fax, direct mail, voicebroadcasting, tele-seminars, and a sales force

Maximizing Action sequences

Sales pipeline

*** Find ways to automate anything and everything possible! ***

A little history Prior to starting this new front end sequence we were averaging 20-25 new clients a month – with no automated upsell 0 came in on-line 0 came in from fax back orders 50%-100% came in from sales force 0%-50% came in from tele-seminars (if we manually ran one in that month) In the first 4 weeks of implementing this new campaign new clients were up 81 clients 50% came in on-line 5% came in from fax back orders 25-30% came in from sales force 20-25% came in from automated tele-seminars 80% choose the $199/month upsell

Prior to starting this new front end sequence we were averaging 20-25 new clients a month – with no automated upsell

0 came in on-line

0 came in from fax back orders

50%-100% came in from sales force

0%-50% came in from tele-seminars (if we manually ran one in that month)

In the first 4 weeks of implementing this new campaign new clients were up 81 clients

50% came in on-line

5% came in from fax back orders

25-30% came in from sales force

20-25% came in from automated tele-seminars

80% choose the $199/month upsell

How do we do it? Created 2 sequences for all new prospects 1 for those that opt-in on-line (through eblasts) 1 for those that come in through toll-free recorded lines or fax back forms Created a sequence that prospects automatically flow from campaign to campaign upon completion of each campaign… totaling 1 years worth of automatic marketing as well as automatic list segmentation for up to 2 years

Created 2 sequences for all new prospects

1 for those that opt-in on-line (through eblasts)

1 for those that come in through toll-free recorded lines or fax back forms

Created a sequence that prospects automatically flow from campaign to campaign upon completion of each campaign… totaling 1 years worth of automatic marketing as well as automatic list segmentation for up to 2 years

Why did we do it? We were signing up an average of 10 clients a month IF we ran a tele-seminar that month Bill Glazer said it works It allows the marketing to “work” before turning over leads to sales Jump starts the sales force by eliminating the “easy sales” Offer an immediate upsell as part of the packaged product

We were signing up an average of 10 clients a month IF we ran a tele-seminar that month

Bill Glazer said it works

It allows the marketing to “work” before turning over leads to sales

Jump starts the sales force by eliminating the “easy sales”

Offer an immediate upsell as part of the packaged product

Here is the sequence we developed All steps through this sequence are automated from the time the prospects enters the funnel Each box is a new campaign Each red dot is an action sequence We are using 5 different action sequences and 4 different campaigns

All steps through this sequence are automated from the time the prospects enters the funnel

Each box is a new campaign

Each red dot is an action sequence

We are using 5 different action sequences and 4 different campaigns

Let’s look at what happens when a prospect comes in on-line…. All prospects are required to provide all their information including a phone number (for our sales staff to use) They are required to choose 1 of 2 upcoming tele-seminars – that are occurring within the next 7 days # of opt-ins did not change with new requirements Date attending is a custom field Created 2 web forms (1 for Saturday tele-seminar and 1 for Tuesday tele-seminar)

All prospects are required to provide all their information including a phone number (for our sales staff to use)

They are required to choose 1 of 2 upcoming tele-seminars – that are occurring within the next 7 days

# of opt-ins did not change with new requirements

Date attending is a custom field

Created 2 web forms (1 for Saturday tele-seminar and 1 for Tuesday tele-seminar)

First opportunity to purchase the product is on the success page Ever opportunity that we have we offer them the ability to purchase

First opportunity to purchase the product is on the success page

Ever opportunity that we have we offer them the ability to purchase

First 2 Action Sequences – place prospect into the proper TS campaign

First 2 Action Sequences – place prospect into the proper TS campaign

Campaign: Tues/Sat TS Prospects are reminded by email, fax and voicebroadcast of the tele-seminar that they registered for We use this opportunity to mail out a physical package containing the free report – this arrives just about the time they are due to be on the tele-seminar Campaign is identical for the Tuesday campaign – just using different dates to send out on

Campaign: Tues/Sat TS

Prospects are reminded by email, fax and voicebroadcast of the tele-seminar that they registered for

We use this opportunity to mail out a physical package containing the free report – this arrives just about the time they are due to be on the tele-seminar

Campaign is identical for the Tuesday campaign – just using different dates to send out on

Custom date is used in each email – to appear that the tele-seminar is a one-time event (adds to the personalization of the email) Every email and fax contains a link to order immediately

Custom date is used in each email – to appear that the tele-seminar is a one-time event (adds to the personalization of the email)

Every email and fax contains a link to order immediately

Tele-Seminar’s occur (as a pre-arranged replay) every Tuesday and Saturday Prospects are directed to order on-line or to call a toll-free recorded secure order line 20%-25% of attendees to purchase after the tele-seminar

Tele-Seminar’s occur (as a pre-arranged replay) every Tuesday and Saturday

Prospects are directed to order on-line or to call a toll-free recorded secure order line

20%-25% of attendees to purchase after the tele-seminar

For the remaining 80% of prospects…… They automatically move through the next action sequence and into the next campaign for the next 30 days At this point they are turned over to the sales force by creating a lead which enters the sales pipeline and automatically notifies the sales rep to start their process

They automatically move through the next action sequence and into the next campaign for the next 30 days

At this point they are turned over to the sales force by creating a lead which enters the sales pipeline and automatically notifies the sales rep to start their process

Over the next 30 days they receive …. 5 direct mailed pieces (3 free reports and 2 testimonial letters) 10 emails all containing the order link They enter the sales pipeline as a new lead

5 direct mailed pieces (3 free reports and 2 testimonial letters)

10 emails all containing the order link

They enter the sales pipeline as a new lead

=

If after 45 days if they still haven’t joined…. They will go through their 4 th action sequence moving them to another f/u campaign – and more importantly changing their contact group (so that we have accurate list segmentation) provides a great place to change the offer

They will go through their 4 th action sequence moving them to another f/u campaign – and more importantly changing their contact group (so that we have accurate list segmentation)

provides a great place to change the offer

Year Long FU Campaign….. They receive a testimonial driven marketing piece every 21 days for 365 days They are placed in a contact group for 1 Year prospect (allows for better list segmentation)

They receive a testimonial driven marketing piece every 21 days for 365 days

They are placed in a contact group for 1 Year prospect (allows for better list segmentation)

If they make it through the year long FU…. They go through their last action sequence which moves them into their last contact group of 2-year prospect

They go through their last action sequence which moves them into their last contact group of 2-year prospect

Our next obstacle was how to duplicate this for leads that come in off-line….. We got took the meats and potatoes from our Campaign – changed the wording in emails from “in our tele-seminar we talked about …” to “in our upcoming tele-seminar we talk about…” and then invited them to a webpage where they could find the next available web class (all mailing pieces remain the same) Which changed the sequence – where we couldn’t ‘force’ everyone through the tele-seminar as the first campaigns (these now became optional campaigns)

We got took the meats and potatoes from our Campaign – changed the wording in emails from “in our tele-seminar we talked about …” to “in our upcoming tele-seminar we talk about…” and then invited them to a webpage where they could find the next available web class (all mailing pieces remain the same)

Which changed the sequence – where we couldn’t ‘force’ everyone through the tele-seminar as the first campaigns (these now became optional campaigns)

Since we already have all their information – the prospect only has to provide their name and email to get information on the Tele-seminar Since we are driving them to a web page – we are able to use the web forms to segment them based on the date they select This also provides our sales staff with a web page they can direct any prospect to… so they can see “when the next available class will be…”

Since we already have all their information – the prospect only has to provide their name and email to get information on the Tele-seminar

Since we are driving them to a web page – we are able to use the web forms to segment them based on the date they select

This also provides our sales staff with a web page they can direct any prospect to… so they can see “when the next available class will be…”

At this point everything is the same between off-line and on-line… and all prospects are receiving the same offer

By Continuing to Use Automation We are able to ensure that all new members receive the same information in the same order and nothing slips through the crack -- We use sales forms for off-line purchase in order to be able to activate the same action sequence when an order is placed --- our action sequence after ordering is over 25 different steps, including adding the contact to an immediate upsell campaign

We are able to ensure that all new members receive the same information in the same order and nothing slips through the crack

-- We use sales forms for off-line purchase in order to be able to activate the same action sequence when an order is placed

--- our action sequence after ordering is over 25 different steps, including adding the contact to an immediate upsell campaign

If the order comes in on-line…. We are able to re-direct them to a success page and provide an immediate upsell, using another web form with action sequences attached We are also able to auto-fill the web form with the information they just filled out on the previous order page…. So all they have to do is press “submit” 80% of orders are taking the immediate upsell at $199/month

We are able to re-direct them to a success page and provide an immediate upsell, using another web form with action sequences attached

We are also able to auto-fill the web form with the information they just filled out on the previous order page…. So all they have to do is press “submit”

80% of orders are taking the immediate upsell at $199/month

We set up the action sequence to email our office when a client activates the upsell – and we process the order as an off-line order… we also receive the web form report giving us the same information Katie, Chris Port has chosed to activate their 2 month trial WFL membership with their no risk offer. Please add this order. Thanks!

We set up the action sequence to email our office when a client activates the upsell – and we process the order as an off-line order… we also receive the web form report giving us the same information

An Additional Boost…. This past month, we added Fred Kern’s “4-Day Cash Surge” to our monthly marketing… and added an additional 40 members via a 4-day email campaign (where all orders came in on-line)

This past month, we added Fred Kern’s “4-Day Cash Surge” to our monthly marketing… and added an additional 40 members via a 4-day email campaign (where all orders came in on-line)

What has this meant… 50% additional orders = $11,910/month = additional $1.7 M per year 80% acceptance of upsell = $9,552/month = additional 1.4M per year An additional 360 members/year feeding into seminars and back end products Using automation provides us with an additional 3.1M per year with no additional staff

50% additional orders = $11,910/month = additional $1.7 M per year

80% acceptance of upsell = $9,552/month = additional 1.4M per year

An additional 360 members/year feeding into seminars and back end products

Using automation provides us with an additional 3.1M per year with no additional staff

My Advice TAKE ACTION – IMPLEMENT SOMETHING I worked on this sequence for 8 weeks – getting all the pieces put together… BUT while I was doing that, we had a sequence running that was still converting just not as well It can’t make money – if you don’t start using it!

TAKE ACTION – IMPLEMENT SOMETHING

I worked on this sequence for 8 weeks – getting all the pieces put together… BUT while I was doing that, we had a sequence running that was still converting just not as well

It can’t make money – if you don’t start using it!