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Follow The Money: Better Lead Tracking, Better Results

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Your online marketing results should help you make better decisions about your spend. Yet if you're only looking at data like cost-per-click and cost-per-lead, you might be making decisions based on the WRONG data. Download the slides or watch the replay of this webinar at http://www.infusionsoft.com/follow-the-money

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Follow The Money: Better Lead Tracking, Better Results

  1. 1. Follow The Money: Better Lead Tracking, Better ResultsPresented by Tyler GarnsDirector of Marketing@tylergarns#followthemoney #infusionsoft
  2. 2. Housekeeping
  3. 3. HousekeepingEveryone is on mute
  4. 4. HousekeepingEveryone is on muteThis is not a demo of Infusionsoft, but I’ll show yousome cool stuff Infusionsoft can do
  5. 5. HousekeepingEveryone is on muteThis is not a demo of Infusionsoft, but I’ll show yousome cool stuff Infusionsoft can doThis is for people looking into Infusionsoft, notcustomers
  6. 6. HousekeepingEveryone is on muteThis is not a demo of Infusionsoft, but I’ll show yousome cool stuff Infusionsoft can doThis is for people looking into Infusionsoft, notcustomersQuestions at the end - use GTW question box
  7. 7. HousekeepingEveryone is on muteThis is not a demo of Infusionsoft, but I’ll show yousome cool stuff Infusionsoft can doThis is for people looking into Infusionsoft, notcustomersQuestions at the end - use GTW question boxThe goal is to bust some myths and turn your thinkingaround
  8. 8. HousekeepingEveryone is on muteThis is not a demo of Infusionsoft, but I’ll show yousome cool stuff Infusionsoft can doThis is for people looking into Infusionsoft, notcustomersQuestions at the end - use GTW question boxThe goal is to bust some myths and turn your thinkingaroundThis will be very interactive.
  9. 9. Poll: What is the HOTTESTMarketing Topic?Social MediaMobile Message MarketingEmail MarketingMarketing AutomationGetting Traffic
  10. 10. The HOT Topic Should Be...
  11. 11. The HOT Topic Should Be...Lead conversion
  12. 12. The HOT Topic Should Be...Lead conversionThe topics lists in the poll are lead generation tactics
  13. 13. The HOT Topic Should Be...Lead conversionThe topics lists in the poll are lead generation tacticsLead generation will always evolve, but you mustunderstand what actually converts leads to customers
  14. 14. Jack Born Perry Marshall
  15. 15. “I’ve got this crazyidea I want to share with you...” Jack Born Perry Marshall
  16. 16. “I’ve got this crazyidea I want to share with you...” Jack Born Perry Marshall
  17. 17. “I’ve got this crazyidea I want to share with you...” Jack Born Perry Marshall http://www.tacticaltriangle.com
  18. 18. Poll: What is the BESTsource of traffic? Social Media PPC Organic Advertisements Partners/Affiliates
  19. 19. Most Common Mistake The Tactical Triangle
  20. 20. Most Common Mistake100% focused finding traffic The Tactical Triangle
  21. 21. Most Common Mistake100% focused finding Zero focus on traffic Conversion or Economics The Tactical Triangle
  22. 22. The Smart WayThe Tactical Triangle
  23. 23. The Smart Way Focus on conversion and economics and traffic will be easierThe Tactical Triangle
  24. 24. Key Point: Write this down:
  25. 25. Key Point: Write this down: In order to understand the economics of your business, you MUST be able to track your traffic all the way through your business, by LEAD SOURCE
  26. 26. Typical Tracking:Google Analytics
  27. 27. Typical Tracking:Google AnalyticsBut what happens once someone opts in orpurchases?Does your email marketing system track source?What about your e-commerce system or POSsystem?
  28. 28. Focus: Lead Source PPC SEO ReferralsOrganic Media Walk-Ins Website Business
  29. 29. The Perfect CustomerLifecycle
  30. 30. The Perfect CustomerLifecycle
  31. 31. The Perfect CustomerLifecycle
  32. 32. The Perfect CustomerLifecycle
  33. 33. The Perfect CustomerLifecycle
  34. 34. The Perfect CustomerLifecycle
  35. 35. The Perfect CustomerLifecycle
  36. 36. The Perfect CustomerLifecycle
  37. 37. The Perfect CustomerLifecycle
  38. 38. The Perfect CustomerLifecycle
  39. 39. The Perfect CustomerLifecycle
  40. 40. The Perfect CustomerLifecycle
  41. 41. The Perfect CustomerLifecycle
  42. 42. Tracking Costs by LeadSource 1. Lead 2. Opportunity 3. Sale Let’s see how it’s done...
  43. 43. Surf School
  44. 44. Surf School1 Week surf school+ accessories,repeat business, etc.
  45. 45. Surf School1 Week surf school+ accessories,repeat business, etc.1-year value of acustomer = $4300
  46. 46. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  47. 47. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  48. 48. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  49. 49. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  50. 50. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  51. 51. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  52. 52. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  53. 53. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  54. 54. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  55. 55. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  56. 56. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  57. 57. Tactical Triangle Applied Source Cost Leads CPL Prospects CPP Customers CPCust Affiliates $8,676 3211 $2.70 1496 $5.80 12 $723.00Customer Referrals $4,200 214 $19.63 75 $56.00 14 $300.00 Organic $0 697 $0.00 413 $0.00 173 $0.00 Organic Search $14,600 1588 $9.19 798 $18.30 109 $133.94 PPC $43,000 1055 $40.76 359 $119.78 31 $1387.10 Purchased Leads $97,850 4220 $23.19 638 $153.37 22 $4447.73
  58. 58. You MUST connect:
  59. 59. You MUST connect:
  60. 60. You MUST connect:
  61. 61. You MUST connect: Customer Data
  62. 62. Lead Source ROI Reports
  63. 63. Poll: How much could yourrevenue increase?$1,000$5,000$10,000$25,000 or more
  64. 64. What is Infusionsoft?
  65. 65. What is Infusionsoft? If you combined ACT!, 1ShoppingCart, Aweber, Salesforce.com, ConstantContact, and Outlook - you still wouldn’t have Infusionsoft.
  66. 66. What is Infusionsoft? If you combined ACT!, 1ShoppingCart, Aweber, Salesforce.com, ConstantContact, and Outlook - you still wouldn’t have Infusionsoft. Infusionsoft is less expensive than adding all those thing together, and it has some secret sauce (hint: automation) that you can’t get anywhere else.
  67. 67. What is Infusionsoft? If you combined ACT!, 1ShoppingCart, Aweber, Salesforce.com, ConstantContact, and Outlook - you still wouldn’t have Infusionsoft. Infusionsoft is less expensive than adding all those thing together, and it has some secret sauce (hint: automation) that you can’t get anywhere else. #1 Marketing Automation solution for small business, used by 6,000+ businesses and many gurus.
  68. 68. Who is Infusionsoft for?
  69. 69. Who is Infusionsoft for? Professional Services:
  70. 70. Who is Infusionsoft for? Professional Services: Doctors, Lawyers, Real Estate, Insurance, etc.
  71. 71. Who is Infusionsoft for? Professional Services: Doctors, Lawyers, Real Estate, Insurance, etc. Online Retailers
  72. 72. Who is Infusionsoft for? Professional Services: Doctors, Lawyers, Real Estate, Insurance, etc. Online Retailers Widgets, Accessories, Camping Gear, etc.
  73. 73. Who is Infusionsoft for? Professional Services: Doctors, Lawyers, Real Estate, Insurance, etc. Online Retailers Widgets, Accessories, Camping Gear, etc. Other Services:
  74. 74. Who is Infusionsoft for? Professional Services: Landscaping, House Cleaning, A/C Doctors, Lawyers, Repair, Pest Real Estate, Insurance, Control, Martial Arts, etc. Dance Online Retailers Widgets, Accessories, Camping Gear, etc. Other Services:
  75. 75. Who is Infusionsoft for? Professional Services: Landscaping, House Cleaning, A/C Doctors, Lawyers, Repair, Pest Real Estate, Insurance, Control, Martial Arts, etc. Dance Online Retailers Info Marketers & Widgets, Accessories, Internet Marketers Camping Gear, etc. Other Services:
  76. 76. Infusionsoft - All-In-One
  77. 77. Infusionsoft - All-In-One
  78. 78. Infusionsoft - All-In-OneThe Perfect Customer Lifecycle
  79. 79. Service Business
  80. 80. Service Business Attract Traffic
  81. 81. Service Business Attract Traffic Capture Leads
  82. 82. Service Business Attract Traffic Capture Leads Nurture
  83. 83. Service Business Attract Traffic Capture Leads Nurture Convert Sales
  84. 84. Service Business Attract Traffic Capture Leads Nurture Convert Sales Deliver & Satisfy
  85. 85. Service Business Attract Traffic Capture Leads Nurture Convert Sales Deliver & Satisfy Upsell
  86. 86. Service Business Attract Traffic Capture Leads Nurture Convert Sales Deliver & Satisfy Upsell Referrals
  87. 87. Heating & Air Conditioning
  88. 88. Online Retail
  89. 89. Online Retail Attract
  90. 90. Online Retail Attract Capture Leads
  91. 91. Online Retail Attract Capture Leads Nurture
  92. 92. Online Retail Attract Capture Leads Nurture Convert Sales
  93. 93. Online Retail Attract Capture Leads Nurture Convert Sales Deliver & Satisfy
  94. 94. Online Retail Attract Capture Leads Nurture Convert Sales Deliver & Satisfy Upsell
  95. 95. Online Retail Attract Capture Leads Nurture Convert Sales Deliver & Satisfy Upsell Referrals
  96. 96. Peter, UK (after 1st session)“From a business point of view, what we justwent through was one of the most helpful thingsthat I’ve ever gone through in my business. So, Iwant to thank you for that. This is really what Ineeded. Thank you so much. How many ofthese session do I get with you, and how muchwill it cost me to have extra sessions?”
  97. 97. Quick Start BundleIf you’re maxing out Aweber, we can help you transitionWe’ll help you build out your unique MarketingAutomation Plan (M.A.P.)2 Campaign Configurations -(custom solution)2 Flex Blocks to get help with other things - yourchoice (we’re flexible)FUNdamentals webinars, weekly mastermind webinars,Help Center, Tech Support
  98. 98. Question: Are you interestedin Infusionsoft? Yes No
  99. 99. Question: Are you interestedin Infusionsoft? Yes No http://www.infusionsoft.com/demo
  100. 100. Quick Start Bundle
  101. 101. Quick Start BundleYou’d pay $20k+ for Marketo setup
  102. 102. Quick Start BundleYou’d pay $20k+ for Marketo setupWe have a $4k option or a $2k option
  103. 103. End Goal For You
  104. 104. End Goal For YouKNOW what works and what doesn’t in your business
  105. 105. End Goal For YouKNOW what works and what doesn’t in your businessNo More CHAOS
  106. 106. End Goal For YouKNOW what works and what doesn’t in your businessNo More CHAOSYou’re in control - automatically
  107. 107. End Goal For YouKNOW what works and what doesn’t in your businessNo More CHAOSYou’re in control - automaticallyYou can do what you want, when you want
  108. 108. End Goal For YouKNOW what works and what doesn’t in your businessNo More CHAOSYou’re in control - automaticallyYou can do what you want, when you wantInfusionsoft frees up your resources
  109. 109. End Goal For YouKNOW what works and what doesn’t in your businessNo More CHAOSYou’re in control - automaticallyYou can do what you want, when you wantInfusionsoft frees up your resourcesYou’ll never tolerate disorder or manual, repetitive tasksagain
  110. 110. End Goal For YouKNOW what works and what doesn’t in your businessNo More CHAOSYou’re in control - automaticallyYou can do what you want, when you wantInfusionsoft frees up your resourcesYou’ll never tolerate disorder or manual, repetitive tasksagainYour business will thrive, not just survive
  111. 111. Infusionsoft Editions
  112. 112. QuestionsPromotion running until Friday -significant discountCall 866.800.0004 ext.1Or call your Infusionsoft sales rep

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