Jorge Diaz hired a marketing consultant to generate leads for his InfusionSoft consulting business. Over 18 days and with a $614 investment, they generated 32 leads. Their multi-tiered approach tested free discovery calls, eBook downloads, and blog posts. Discovery call ads and landing pages performed best, obtaining 27 leads. An email follow up sequence and retargeting were recommended to improve results further. The campaign demonstrated an effective process for generating qualified leads on a small budget.

1. CONFUSION NO MORE Case Study
ATTENTION: Consultants of all types…
How We Generated 32 Leads In 18 Days
For Miami Marketing Consultant
(with $614.03 investment)
Prepared By
Jaime Paredes
www.30Leads30Days.com

2. Information
 Jorge Diaz is a certified InfusionSoft consultant (http://www.larryjacob.com)
 9-years of online marketing experience
 Jorge constantly blogs and runs a well known Podcast for InfusionSoft users
 Most of Jorge’s business has come from referrals and his new Podcast
program. He has never spent money on paid marketing… until now!
The Objective – Introduce NEW prospects to Jorge and his extensive
InfusionSoft background so sometime in the short term, they schedule a
discovery call with him to discuss their specific InufsionSoft challenges and
how Jorge can help them…
Certified Online Marketing
30 Leads 30 Days
Client Background
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02
Business

3. 30 Leads 30 Days
Our Process
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03
30 Leads 30 Days
Infographic

4. Jorge Diaz (Mr. Client) – what is the #1 & #2 action you want prospect to take?
What Do You Want to Accomplish?
In Person Meeting (2)
Register for a Webinar (6)
Collect Name & Email (8)
Book Paid Appointment (3)
Book Free Appointment (5)
Purchase Online (1)
Email (9)
Inbound Phone Call (4)
Collect Name, Email and Phone # (7)
01
Objective
02
Meeting
03
Purchase
04
Client
30 Leads 30 Days
Step 1: Client Objectives & Campaign Set Up
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Scale of 1 to 10 in terms of Difficulty Level?
1 = Extremely Difficult
3 = Somewhat Difficult
5 = In Between
7 = Somewhat Easy
10 = Extremely Easy
In the case of this client, Jorge Diaz….
#1 action was sign up for a Discovery Call (level 5 in difficulty) & #2 action was download eBook (level 7 in difficulty)

5. 30 Leads 30 Days
Step 2: Client Avatar
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We asked a series of questions to
determine who is Jorge’s AVATAR.
This was who (and how) we were
going to speak to prospects to in all
ads & emails created

6. 30 Leads 30 Days
Step 3: Multiple Tier Approach
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We didn’t know what “campaign type” was going to produce the fastest, most cost effective results
for Jorge. So we recommended “hitting” objective(s) in multiple tiers (in order 1 – 3)…
1) FREE Discovery Call
2) eBook Download
3) Educational
Blog Post

7. Week 1 was the testing period. We tested the following
during the course of 7 days:
Interests? Copy (ad text)? Images? Ages? Sex?
Platform (mobile or desktop)?
All campaigns were PRE-written & PRE-designed to
provide timely input data during the “test period”
At the end of the testing period, we had a highly
effective campaign that we could scale faster, resulting
in exponential ROI (in the weeks to come)
30 Leads 30 Days
Step 4: Testing Period
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Example of 2 x Images Ads Used for Discovery Call Campaign

8. 30 Leads 30 Days
Free Discovery Call Campaign
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Ads used to promote the FREE discovery call

9. 30 Leads 30 Days
Free Discovery Call Landing Page
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Here’s where we took people that
requested a discovery call. We added a
video testimonial AFTER week 1 – this
small change resulted in 27% higher
conversions!
Landing Page URL:
http://www.confusionnomore.com/free-
discovery-call-offer

10. 30 Leads 30 Days
The Opt-in Form
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Here’s the form people filled
out. We collected name,
email & phone #

11. 30 Leads 30 Days
The Confirmation / Thank You Page
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After filling out the form, people
were redirected to this thank you
page along with explainer video by
Jorge.
Thank You Page URL:
http://www.confusionnomore.com/
free-discovery-call-ty
Video URL:
https://vimeo.com/169197306

12. 30 Leads 30 Days
Free Discovery Call Results
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Results of the FREE
discovery call campaign.

13. 30 Leads 30 Days
Download eBook Campaign Ads
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Ads used to promote the eBook download

14. 30 Leads 30 Days
Download eBook Landing Page
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From the Facebook Ad, people were
taken here to download the eBook
Landing Page URL:
http://www.confusionnomore.com/
free-ebook-offer

15. 30 Leads 30 Days
The Opt-in Form
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15
The form people filled out.
We asked for name, email
& phone #

16. 30 Leads 30 Days
The Confirmation / Thank You Page
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16
After filling out the form, people were
redirected to this thank you page. The
objective of this campaign was
“download eBook” however we wanted
to ask people HERE, if they also wanted
a FREE discovery call with Jorge
Thank You Page URL:
http://www.confusionnomore.com/free
-ebook-offer-ty
Video URL:
https://vimeo.com/174929471

17. 30 Leads 30 Days
Free eBook Campaign Results
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Results of the FREE
discovery call campaign.

18. 30 Leads 30 Days
Educational Blog Post
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Due to budget and time, we were not
able to leverage this marketing asset.
Idea would have been to direct people
here via Facebook ads and “cookie” them
so we could do retargeting (show them
banners EVERYWHERE), sending them
to discovery call landing page
Educational Blog URL:
http://www.confusionnomore.com/blog
/infusionsoft-how-to-take-it-on-and-
win-big

19. 30 Leads 30 Days
Retargeting Banners
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If prospect does not fill out opt-in form, he / she
would be “followed around” by these banners,
everyday & everywhere they went on the
Internet. We do retargeting through:
- Google
- Facebook
- Perfect Audience (3rd Party Platform)
*For this id not get around to retargeting

20. 30 Leads 30 Days
eBook RE-design
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The client provided us a word document for his downloadable eBook. We wanted to make sure it didn’t read like a
university report but rather something lighter & more engaging (intention was to increase perceived value)
We turned this it into this
Go here to download eBook -
http://www.confusionnomore.com/free-ebook-offer

21. 30 Leads 30 Days
Follow-Up Email Sequence
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When prospect registered for either eBook download OR discovery call, they received the following 3 emails
(staggered over 5 days)…

22. 30 Leads 30 Days
3rd Email in Follow-Up Sequence
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The first two e-mails were short and sweet.
However, since the third one is the last e-
mail sent, we considered it our last chance to
close the deal. It’s longer than the first two
and we added Jorge’s video. This way, the
leads would learn what the discovery call is
all about and how they could benefit from it.

23. 30 Leads 30 Days
Video Production & Editing
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We produced and edited a total of 5
videos for Jorge. Client was guided
throughout the production process
to deliver the best, most compelling
message to his target audience

24. 30 Leads 30 Days
Results Summary Sheet
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24
Here’s the summary excel
sheet that we delivered every
Monday to Jorge. It showed
the results of the previous
weeks campaigns (take note
that the values are across all
campaigns).
There were a total of 32 leads
in 18 days for an investment
of $614.03.
If you look at last 2 x days, we
got CPL (Cost Per Lead)
below $10!

25. Positive Client Comments:
- Client was extremely happy with results over the 18 day period.
- We provided a summary ad report that we delivered every Monday to client – this is what he said: “As a
business person, this is exactly what I want to see with respect to where my money is being spent and the
results obtained day-to-day & week-to-week!”
- Client sales cycle is relatively long so no clients were closed during the 18 days.
Recommendations For Future Improvements:
- Client was not able to follow up immediately (within 15 minutes) of email going into his inbox. If client
realized this was not going to be possible, we either remove the “phone number” field to make their less
resistance (only 2 x fields vs 3 to fill out) OR he hire someone part time to call prospects and ask “Is there
anything we can do to make your life easier with InfusionSoft and start by scheduling a 45 minute call
with Jorge?” (soft sell phone call to ASK and invite).
- Monthly media budget was small which prolonged the initial testing period. We want to test between 5 -
7 days to determine best: Interests, ad copy, ad image, gender, age range and platform (mobile / desktop).
- We did NOT use InfusionSoft to automate the inbound contact capture. We tested with “standard” tools
so results could potentially be better with InfusionSoft CMS.
- 3 x email drip campaign is standard but the longer the follow up email sequence, the better (client can
make this as long as he / she wants).
- On 7/19, we had the lowest CPL (cost per lead) of $7.39. We are confident this number would continue
to go down with an increase in number of leads per day!
- We set up SIMPLE landing pages + Thank You pages. We could have had a more elaborate sales funnel
which could have provided more opportunity for client to (1) sell other services (2) provide more or
additional value to prospect (up sells and down sells)
- Because the cost to use Jorge’s service is high, recommend him developing a webinar where MORE trust
and credibility is created - then leading people to path of discovery call.
- We did not get around to using blog or retargeting strategy which we predict would have created more
leads during this time period.
30 Leads 30 Days
Final Thoughts & Recommendations…
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25

26. Thank You…
If you would like to discuss how
www.30leads30days.com can
generate leads for your consulting
business, click the link below to
set up a discovery call…
http://www.meetme.so/JaimeParedes