CAMPAIGNS OF THE TITANS © ; x a m ya = > wae 300+ PAGES OF MARKETING AUTOMATION CAMPAIGN WALKTHROUGHS (8) PlusThis-Introduction Welcome to the third volume of Campaigns of the Titans! If you're new to Campaigns of the Titans, let me share some context for what you'll be learning. I've read many types of ebooks that are meant to share examples of landing pages, funnels, and more. I'm usually excited to see what I'll be inspired by. But then once | get the download in my hands, I'm left disappointed by the content. The content is too vague, too surface level, or too unrelatable. When I had the idea to create the first Campaigns of the Titans 5 years ago, | wanted to create something I'd like to read. Something that showed me from start to finish, what went into a marketer's campaign. What did the journey look like for the customer? What happened after they became a lead? How did they convert them into a sale? What tools did you use to make it happen? It needed to be visual, educational, and relatable. | wanted to see the actual campaigns people used. | wanted to learn by example. | wanted to learn the tools of the trade. What | didn’t want was to be tricked into downloading a lead magnet only to find the real thing | needed was behind a pay wall. That | needed to trust giving someone my money before knowing for certain that it would solve my problem. Our hope is that you'll not only learn from Campaigns of the Titans, but that you'll actually implement because of this resource. Enjoy, Bryce (OTeOVOOMOOOO Table of Contents Greg Jenkins | Starter Kit Reboot With One Click Upsell Sarah Laws | Virtual Summit With Multiple Speakers Bonnie Faucett | Ultimate Appointment Campaign Tobin Jarrett | Cosmic Sales Campaign Agency 8 | Expiring Promotion and Video Engagement Lisa Schulteis | Hybrid Event and Registration Steven Marsh | Curbside Pickup With SMS Andrew Pfund | Mini Course Lead Magnet 05 41 73 105 136 166 202 223 OVINE ie@ OOOO OO Table of Contents Stephen Scoggins | Genuine Expiring Offer Downsell Bryce Christiansen | Campaigns of the Titans Adrian and Evan | Email Engagement Jeff Arnold | Facebook Retargeting Campaign Lisa Catto | Zoom Meeting Automation Justin Keltner | Mastermind Delivery Engine Rick Sheninger | Lead Ads, Lead Gen Campaign 247 274 314 332 361 389 425 OVINE iea Starter Kit Reboot By aC g ao ae)MONKeYPOD IS Starter Kit Reboot With One Click Upsell WHAT'S COVERED IN THIS CAMPAIGN This was a marketing campaign used to announce and promote the reboot of the Monkeypod Marketing IS Starter Kit course after it got a facelift. This campaign covers 4 separate means of promoting the course depending on the contact's relation to Monkeypod: Existing IS Kit customer, existing OG Member, affiliate partner, & other eligible in-app leads. Learn how to market a freshened-up version of your course, to the right people, in the right way. Watch as | leverage 4 different PlusThis tools (and 2 bonus tools!) to maximize the effectiveness of the campaign.Greg Jenkins Founder, Monkeypod Marketing Hi, I'm Greg. In my Keap User Signature Block you'll see me call myself the “Monkeypod Founder and Such.” For this Campaigns Of The Titans submission, | thought it would be useful to highlight a conceptually simple, yet delightfully complex kind of campaign - a course launch (or, “relaunch” in my case). But don't let the word "complex" scare you, because thanks to PlusThis, this campaign packs a punch with ease and grace Enjoy!Campaign Introduction About this course: Campaign Introduction This campaign allowed me to roll out the updated & rebooted course to all applicable audiences, and to follow up with them with ease. This campaign itself isn’t terribly complicated, but there are many tools and features in play that allowed for maximum reach, targeted messaging, intentional urgency, and clarity - largely made possible through PlusThis. (OysterCampaign Overview Multiple Entry Announce and Nudge This campaign allowed me to Once they've entered, my announce to existing customers, audiences received targeted equip affiliates, & sell to leads. messages compelling them to act. Press the Urgency Sell and Upsell As marketers do, | offered time Once an offer was scooped up, | sensitive pricing to encourage the made sure that even the Thank “maybes” take the leap. You pages were targeted. omen y 5 (®Piusthis 9The Results Well, the numbers really speak for themselves.. Pugee Rel y/o COUNTDOWN TIMERS fl 7 Wt WEL) INCREASE FROM 2ND TO LAST DAY . SALES TO CLOSING DAY SALES RLM) Ate) BVI) a-8 1) 7) Ter Teor a ase 35% WYThe Customer JourneyIf you know anything about Monkeypod, one thing | hope you have learned is that I'm pretty open and transparent. Ads that call out the meat of what you will get, and ads that show how much you stand to gain, ultimately speak the most clearly to my audience - Keap users [Savvy folks just like you]. 2ay Bic renkeypes me" erseyeods noo Shades en ‘rere gest caro ow sare sean, imst bearing over tae. Fb o oav Ww ihe by radbeardian and 10 othersmeee The Messaging Since | was marketing this course to new leads and existing members, | used one of my favorite Keap features, Dynamic Content, to ensure each recipient saw only the messaging that was relevant for them. Bynamiccontent editor Dynamic content generator ee Select anise els you wart to ince inthedamic content [if contactzagsttes contains "OG Member’ % CONTENT > Deena) soo waree ~) Use Moditers Reset Condtionas WF Conths 05 Nenber Pout select Condon. This allowed me to consolidate email sequences, keeping contacts contained into one lane, instead of having to use Decision Diamonds to route people to separate sequences with separate messages. (Oe aneThe Urgency The combo of a Free Trial PLUS a ticking timer made it a no-brainer for potential customers. reg oe Gp) re orion stat core vn ena) PS. For those of you in the US, | apoiogze for teaching cut on Memorial Day, | wanted to make ‘ure | gave you tme to check aut bere the new pricing ols au at ldnight on the 25, QQ 00 8 00 cheers =@ ‘And in good ole’ Monkeypod fashion, Also notice how we included a | included plenty of links and custom opt-out option at the bottom. resources for those detail-oriented It simply applies a tag to pull them people who want to know your SSN out from this particular campaign, and blood-type before they even and prevents people from opting out consider buying from you. altogether. (OTeThe Sales Page This double-edged sword was a great fit for even the skeptics This beauty of this page included Buy Now links, Free Trial links, video explanations that addressed content and objections, as well as tons of social proof. *chef's kiss* (®Piusthis: 15The Backup Plan The Free Trial Landing Page had just as much detail and a softer CTA, plus it featured these pop-out Modern Forms for a sleek look when opting in (while still honoring tracking for my affiliates).The Upsell A strategically segmented Thank You Page can work magic Nice work! You just unlocked the IS Starter Kit Course Ready to join the OG Membership? Since my courses are often an appetizer for the piéce de résistance (my OG Membership), | wanted to make sure non-members had the chance to easily join a la One Click Upsell buttons, giving them a place to ask questions as they work through the course content.How We Did It ene tea ee (OVate gan)Prefer learning over video? Click below to watch the video walkthrough of this campaign, and the features we used. (®Plusthis: 19SSS. eee The Campaign The Full Picture The campaign can be broken down into three parts; entry, targeted and strategic promo/sales messaging, and exit goals. ie oi i i H 5 i ©: fo: i 4 Here is a high level look at the campaign. We'll break it down left to right so the journey we've discussed thus far will make sense on the canvas as well - but just know there are effectively three campaigns on this single canvas. (OTeThe Campaign The Full Picture 1. The top line is notifying existing course customers about the updated content. 2. The middle segment is notifying the Monkeypod affiliates, so they have the links and information they need to promote the course. 3. And the bottom section is actually promoting the course to the segments of my existing list for whom this might be a fit.The Campaign: Part 1 The Campaign Breakdown: Entry Part 1: Add existing customers The entry goal finds existing customers who have access to this course, and draws them into this campaign. Part 2: Add existing affiliates Tag goal finds existing affiliate partners, aaa and automatically brings them into this campaign. Part 3: Add leads to be sold on the IS Kit Reboot: —e - Easily pull list of leads in my app who were neither course customers nor OG Members, and apply a trigger tag to put them into this campaign. - Easily pull a list of OG Members who have never bought the course, and apply a trigger tag to put them into this campaign.The Campaign: Part 2 The Campaign Breakdown: Targeted and strategic promo/sales messaging Each of the three lanes for the targeted audiences received emails about the announcement; letting them know about the updated content, and inviting them to go watch it, promote it, or sign up. Each sequences contain strategic messaging and timers, as well as reminders of an added urgency that the price is going to increase soon. (OlateunsThe Campaign: Part 3 The Campaign Breakdown: Exit goals Publanes 9 ts rotten Opt Out Puenes 2 Poste Wosem Form] \s Steric Exit goals for each part: Part 1: While you dontt see an exit goal here for the top row of existing course customers, it’s pretty simple... (See previous page) If existing customers click an announcement, email, it indicates engagement in which case theylll get a couple more exciting emails before being removed via the “Remove From Sequence” widget. If they don't engage, then they simply queue up. Part 2: Existing uninterested affiliates may click a custom “unsubscribe” link to stop getting notifications and affiliate links, otherwise theyll get a few well-crafted reminders to help them earn commission promoting the reboot. Part 3: Eligible leads can exit via.. ~ Opting into the Free Trial - Purchasing the course - Manually opting out (of this specific promotion, or entirely) (OVECampaign Recap Let's review what we covered to put it all in context. | identified 3 different types in-app contacts who needed to know about the campaign reboot, and applied trigger tags to each anoCampaign Recap Let's review what we covered to put it all in context. Each group of contacts received their corresponding info [announce, promote, or buy] to maximize the reach of the relaunch, plus a dash of urgency for all. anoCampaign Recap The campaign was designed to use their engagement - everyone got follow up, but how and when we followed up varied based on whether or not they had clicked through. passin This link click goal was tracking whether or not the lead had viewed the sales page - if they did, we followed up with them more quickly - and proactively answered common questions.Campaign Recap Let's review what we covered to put it all in context. Successful purchases and opt-ins, as well as campaign-specific opt-out options allowed contacts to exit at the right time. anoThe Tools In addition to your CRM (Keap, ActiveCampaign...) we'll be using the following tools from PlusThis. QO®® Countdown Modern Smart One-Click Timers Forms Links Upsells If you're new to PlusThis, you can watch a short one minute explainer video here.Throughout this book, we'll be using PlusThis to help automate our marketing and increase our sales through their tools and integrations. PlusThis is kind of like Batman's utility belt. Your CRM will do a lot of the heavy lifting on its own...just like Batman. But PlusThis comes in to help add additional tools and integrations like SMS, Facebook syncing, video tracking, countdown timers and more We'll post screenshots whenever PlusThis is used in a campaign, but it may be easier to follow along inside your own PlusThis app. There's a free 30-day trial and you can learn more by going to PlusThis.com.The Tools Gauntdovg gs imers' 0123456789 0 2 2 oe OyateugiesThe Tools Biodern, forms eas ®Piustis: 22The Tools Smart Binks ‘Smart Links™ 1 = at Actional Settings IS Starter Kit MoM The Campaign The Tools The Emails ene tea ee (OlsenThe Campaign The Full Picture Here is a high-level look at the campaign we built for Profit Online Summit. Let's break it down into bite-size chunks and walk through what's happening from the customer journey perspective as well. (® PlusthisThe Campaign The Campaign Breakdown The campaign can be broken down into three parts; speakers, follow-up, and delivery. The first part focuses on finding, suitable speakers and following up with them to ensure we have everything we need from them. The final section helps us know how the event went, thank our attendees, and determine if we will have any future events. The magic is in the follow-up. Having someone sign up for your event is only the beginning. Follow up to make sure they attend and are engaged. (®)Piusthis: 58The Tools In addition to your CRM (Keap or Keap Max Classic), we'll be using the following tools from PlusThis. @ oe © Add to Calendar Survey Monkey Google Drive Uploader If you're new to PlusThis, you can watch a short one-minute explainer video here.Throughout this book, we'll be using PlusThis to help automate our marketing and increase our sales through their tools and integrations. PlusThis is kind of like Batman's utility belt. Your CRM will do a lot of the heavy lifting on its own... just like Batman. Then, PlusThis comes in to add additional tools and integrations like SMS, Facebook syncing, video tracking, countdown timers, and more. We'll post screenshots whenever PlusThis is used in a campaign, but it may be easier to follow along inside your own PlusThis app. There's a free 30-day trial, and you can learn more by going to PlusThis.com,The Tools ) contevestons compen Took Too\Chins 2 Op Proft Online Summit Ada Yo cena options ret nee © fot Too! Tisink con be used in nusionsoft ema, allowing participants to save the eve to thei colendar @ belete tps plusthis.comie/7546-YWvWNesqkz 4okKV4yKhRn WPQBqumaVIAZTRRAEalendarcaTypeniskide-C | @ ICSfle(Outook ICa)_© Google Calendar Copyright (®Piusthis 61The Tools , About Setup @important ‘nat should we name the fer Merge Fields ‘what insertion d you want include? (OVate gayThe Tools Survey Email Link clicked Help Me Help You Published Survey Follow Up Perfect for creating automation based on responses to your various surveys. (“) SurveyMonkey Connection oak 7 (®Piusthis: 63The first email notifies speakers once they are accepted to speak and provides details on what information we need from sarin ‘tetdarktng.com Pear a OanaThe Speakex,Emails (OVategaThe Speaker Campaign Start “Thanks for that ‘Naw I need Your Recording Stat Run on 4-18-2020 at 10:30 Swipe Content aM } ‘Stat Run on 4-18-2020 at 12:00 Recorting Needed PM. Stat Runon 4.22.2020 8 3:00 Recording Due Pw. “Tomorrow Stat Run on4-23-2020 at 12:00 Final Chance PM. omens (®Piusthis: 66These emails remind your attendees to attend the event. Access The Summit: ‘Trae ib ho cat ing teeta spears ib pong nol oo ak any Day 1 Schedule {am-9.am-Lakesla aig 3 Koy Mag Your rst Copyright ¢ 021 by PlusThis {230 am. 19am tke Har How To Hone ‘Bong Fred Tot Grins 10am-11 am. Sarah Laws Case An ite Pere Fe Te Ye Atty Gating 2pm-220 pm-lan Kendrick How To Make ‘Mere Money By Bosaenting Yr Busnes The (® Plusthis 67At the end of each day, we did a recap email and included a schedule for the next day. ca tiscegenieet enn yarn aay eta ‘stanton Sti eneee se tn he oem {2pm pm bobbn Bek-narana Yor eps ow ese 2 pm-220 pm. Bryce Ctra Tp daranage in rear ne Pear a OanaOnce the free replay was over, we sent a series of emails Codi Talay =a lien OR NRO Ne eee a ene (®)Plusthis: 69The Survey Emails (®Plusthis: 70Campaign Recap Let's review what we covered to put it all in context. The first part focuses on finding speakers and following up with them to ensure we have everything we need from them. The final section helps us know how the event went, thank our attendees, and determine if we will have any future events. The magic is in the follow-up. Having someone sign up for your event is only the beginning, and you have to follow up to make sure they attend and are engaged. And, ultimately, you will offer them the sale. (OTe aedThank You | hope this campaign walk-through has been helpful in teaching and sharing how to run a virtual event. Need help setting this up in your business? As a Keap Certified Partner, | help businesses create campaigns like the one you just saw each and every day. Work With Me Pee (®Plusthis 72#3 mettre tc: Appointment Campaign By Bonnie Faucett® YO war 07! — CRS wn a Arn coum geo TTT Te me sae P The Ultimate Appointment Or uiyor-t eye) - WHAT'S COVERED IN THIS CAMPAIGN e This is the ultimate appointment campaign for all service providers who hold appointments to deliver their services. e This campaign is initiated by either an online scheduling platform, or an internal form. e This campaign accommodates both virtual meetings and in-person meetings. e Learn how to easily manage appointments that are rescheduled or cancelled, which inevitably happens for all service providers. (OystersBonnie Faucett CEO & Founder Hi, I'm Bonnie, a former estate planning attorney and now CEO & Founder of Zenebi, a modern software platform for tech-focused estate planning attorneys. For my Campaigns of the Titans submission, this is the one campaign | am most proud of as it effortlessly handles appointment automation - from scheduling to cancellation to rescheduling (which happens all the time for service providers). This is the campaign that my 128 attorney-clients use on a daily basis to automate all of their prospects’ and clients’ meetings. This campaign has been running for Syears and has generated over $20M in combined revenue for all of my clients Hope you enjoy it!Campaign Introduction Your Legacy Lawyer Campaign Introduction The Ultimate Appointment Campaign that we are sharing is a robust campaign that handles the entire appointment experience end to end. What sets it apart from other campaigns is that it presumes appointments will not happen as scheduled, as is so often the case for service providers (due to weather, family emergencies, clients needing more time to prepare, etc.). We use a combination of native Keap capability plus enhanced functionality via PlusThis tools such as humanizing dates, combining fields, sending SMS messages, and more. omen 7 (®Piusthis: 76Campaign Overview Online Scheduling We offer prospects and clients an easy way to book their appointments online. Canceled + Rescheduled If they need to cancel or reschedule, no worries - the automation takes care of this. Email + SMS Reminders The prospects and clients receive automated email + SMS confirmations and reminders. Appointment Held When the appointment is held, we can capture and save important engagement data. fOlarennThe Results We have run over 10,000 appointments through this campaign, giving prospects and clients a superior experience with automated scheduling, emails, and reminders, plus dedicated email copy and links for specific appointment types. We have saved our clients thousands of hours of manual work, tracking, and frustration. Plus, the better the appointment experience for prospects, the higher the average new client fee. APPOINTMENT STATS ye)The Appointment Journey bese > (BJ) >> & Online Email + SMS Cancellations + Appointment Held Scheduling Confirmation and Resched: Successfully Reminders ene tea ee (© Vater)Online Scheduling To make scheduling easy for our prospects and clients, we create online scheduling links that we share via our website and in reminder emails to get scheduled. (Alternatively, we can manually decide on a date and time by phone or email, which we enter into the campaign with an internal form.) Estate Plan Design Meeting - Virtual Plekaneappoiiment dite eee (OeEmail + SMS Confirmation and Reminders Once a prospect or client schedules their appointment, they receive an automated email confirmation and SMS confirmation with appointment-specific details such as the date/time, a link to an online intake form, and ways they can best prepare for the appointment. LAW MOTHERCancellations + Rescheduling Every service provider knows that inevitably appointments are rescheduled or cancelled. If rescheduled, the email and SMS reminders need to restart with the new date; and if cancelled, the prospect or client needs automated reminders to reschedule. LAW MOTHER HiBonne, | wanted to sot ale emad'a vind you to schedule your Estate Plan Design Meeting at your atest convenience. "i m very important we this pr ofthe planning phase 20 that we can meve forward Your : yng ph 7 ts very important we complet his Ps ner ee ee an thermal he proven, Pate eeu at ou eae! Posse Fy emerson Sen Law Mother Team Law Mother Clente@-awtothercom (729) 9989541 - Work __ Complete Form =e | Appoinment Cancetes (OlarenirsAppointment Held Successfully Once you hold the appointment successfully, you need to capture pertinent information such as the engagement date, fee amount, additional contact information gathered during the meeting, and the next appointment date. _ Complete Form Appointment Held Primary Contact's Info Primary First Name” Bonnie pment” vc primary Prone* roxner . semenbonntacecon ae pn nected A ‘O ves ~ Estate Panning Ores —Bysness Panning Over — Both Estat Planing sinees Pann Des - Estate/Trust Aarrin, \ One acNotappicable Di they engage tocay?* SS _————— (Oates niraecsHow We Do It »> MoM The Campaign The Tools Each Part ene tea ee (© Vater)The Campaign The Full Picture Ultimate Appointment Campaign Nocnesieg Peponnen Hs | ‘Shee eranme Shae hoon ExctieSomantmen “tha ernment state hoponmact Here is a high-level look at our Ultimate Appointment Campaign. We will break it down into bite-size chunks and also show you the tools we have used to enhance the automation. ae (Oe ae° The Campaign The Details The campaign can be broken down into four parts: online scheduling, email + SMS confirmations and reminders, cancellations and rescheduling, and successful holding of the appointment. The first part allows online scheduling to The second part automates the email + SMS initiate the campaign, or alternatively an confirmation and reminders, with the ability to internal form if the appointment is scheduled tailor the emails with appointment-specific by phone or email. details. The third part accounts for the inevitable The fourth part captures the details of the cancellations and reschedulings that happen successfully held appointment, including in the service business, with automated important dates, fee collected, and next steps. reminders to get back onto the calendar.The Tools In addition to your CRM (Keap, ActiveCampaign...) we will be using the following tools from PlusThis. © @ © Combine Fields Humanize Dates Send SMS Message If you're new to PlusThis, you can watch a short one minute explainer video here.Throughout this book, we'll be using PlusThis to help automate our marketing and increase our sales through their tools and integrations. PlusThis is kind of like Batman's utility belt. Your CRM will do a lot of the heavy lifting on its own...just like Batman. But PlusThis comes in to help add additional tools and integrations like SMS, Facebook syncing, video tracking, countdown timers and more We'll post screenshots whenever PlusThis is used in a campaign, but it may be easier to follow along inside your own PlusThis app. There's a free 30-day trial and you can learn more by going to PlusThis.com.@ampaign and fools: High-Level (®pPlusthis: 89Part 1: Online Scheduling Humanize Infusionsoft Dates Ce Piusthis: 90Part 1: Online Scheduling Details For Appointment Scheduled or Rescheduled Ce OanaPart 1: Online Scheduling p Combine els | ‘Combine Fields Combine Fields ©2021 by PlusThis [OTe eesPart 1: Online Scheduling 1B) corer cgtrtatt Tato Humanize Infusionsoft Dates otek cogettt Tata Humanize Infusionsoft Dates Humanize Infusionsoft Dates Copyright ¢ OyateugiesPart 1: Online Scheduling Bon| 3) congured Toots campaign Tookkt Tool chains Humanize Appointment Date Humanize infusionsoft Dates Peart ener https plusthis.con/qy10675-xalvAckhe]NKWBACtSe9gY2HSCOFSEFSIBAFKHO a Humanize Appointment Date Copyright (®Piusthis: 94Part 2: Email +$MS Confirmation J EMAIL Reminders For Appointment ‘SMS Reminders For Appointment ©2021 by PlusThis (®Piusthis: 95Part 2: Email +$MS Confirmation Connect Your Twilio Account send SMS Message leve your Twilo API Credentals ©2021 by PlusThis (®pPlusthis: 96Part 2: Email +$MS Confirmation chedled 8 folows: Purpose: Estate Pi sign Meeting Date: Monday, March 18,2021 ral ©2021 by PlusThis (®Piusthis: 97Part 2: Email #SMS Reminders (®pPlusthis: 98Part 3: Cancellations + Reschedulings Complete Form ‘Complete Form Appointment Cancelled ©2021 by PlusThis (®Piusthis: 99Part 3: Cancellations + Reschedulings (®Plusthis: 100Part 3: Cancellations + Reschedulings EMAIL Reminders To Schedule Appointment ‘SMS Reminders To Schedule Appointment sat Remove 1Tap Watt least? days and SMSReminderio__ Watt ast 1 mint and ‘ooty a9 Shoals wander! Resi earner Ce OatPart 4: Appointment Held Successfully, aaaa (®Plusthis: 102Campaign Recap Let's review what we covered to put it all in context. The first part allows online scheduling to The second part automates the email + SMS initiate the campaign, or alternatively an confirmation and reminders, with the ability to internal form if the appointment is scheduled tailor the emails with appointment-specific by phone or email. details. The third part accounts for the inevitable The fourth part captures the details of the cancellations and reschedules that happen in successfully held appointment, including the service business, including reminders to important dates, fee collected, and next steps. get back onto the calendar.Thank You | hope this campaign walkthrough has been helpful in teaching and sharing what has been working for us. Need help setting this up in your business? As an Infusionsoft Certified Partner, | help businesses create campaigns like the one you just saw each and every day. Work With Me by PlusThis (Oe#4 Cosmic Sales Call Campaign BARC eam lOlgsateCosmic Sales Call Campaign This is a simple (yet brutally effective) campaign especially for anyone selling a high-ticket product or program where a sales call is part of the process. It’s used to identify your hot leads and engage them at the perfect time as they visit your site or sales page and with disruptive, high-touch communication to transform them from passive visitors into sales calls and clients. Learn how to interrupt the “passive lurker” state using powerful automation mixed with high-touch.Tobin Jarrett Founder + Lead Strategist Iwas the third-eve n the founding marketing and bi automation company called Ontraport... waaaay back in the day. eam member am at a siness | wanted to share something super powerful but super simple to set up and get value from so you could implement it quickly! We used versions of this in both of my own businesses, as well as in clients’ businesses. It's cl therwise have gotten. se a ton more sales And did | me up? tion it’s simpl Hope you love it!Campaign Introduction CeaSMIC CAMPAIGN Campaign Introduction The Cosmic Sales C ampaign is a highly strategic little morsel of conversion magic. It allows you (or your sales team) to be notified...right when your most valuable leads and prospects are visiting your sales page (or any other money page where visits signify especially high-value engagement) Then, depending on your preference and how much data you have on them, you can either have an automated (though disruptive) email and SMS message go out to them, or something higher-touch, like an email you or your team sends via your personal email so it's sure to land in the primary inbox...all with the aim of getting them to book a sales call with you Or, highest-touch of all, f you've got their phone number in your database and the sale is even choose to have the ac getad (chat is, with more recent engagement being worth more t older engagement), making them think - HOLY SMOKES, | was literally *JUST* on your website, this is fate..t's totally COSMIC. th alot, you may ion be that you pick up the phone right then and there and try to convert them or te set for a call. This leverages receni ead y (®Plusthis: 108Campaign Overview Alead visits a high- value page of our website Since we've got the Ontraport tracking script on the site, all such visits are tracked for cookies leads. This page visit is what triggers the lead into the Cosmic Sales Call Campaign, A task step is sent to me If their lead score is 500 or higher, the campaign sends me a task (I'm notified both via email and SMS of this task) letting me know they're on the sales page, giving me key intel on them, including their lead score, tags, contact info and asking me what action(s) | want taken to convert this, currently-engaged, high-value lead. eee Ae Acondition checks their lead score Since we have lead scoring rules set up that have been increasing our leads’ score for all kinds of high-value actions (page visits, email opens, email clicks, etc), this condition checks to see whether theyre a truly high-value lead or just someone new taking a browse. After all, it only makes sense to invest this high-touch step for truly engaged, high-value leads. If too low, they're “conditioned out” of the campaign before the next step. | complete the task “The particular "task outcome” indicates what | want ta do, Ifthe step is manual(eg a phone call or a manual email zent through my Gmail, doit manually. In the case for automated next steps, those next steps happen automaticaly by virtue of how | selected the corresponding task outcome (eg - send an automated SMS andor, email). The desired outcomes fer all methods, however, are the same: to generate a sales call [OTN no)The Results I've run this both of my businesses for years. In my wedding photography business, it’s set so that it triggers right when they click the tracked link to download my price sheet. This way | wind up calling them right when they're looking at my price sheet. Though | don't have the specific results documented, I've booked MANY weddings where the person answered and was like - “WHOA! | was literally just looking at your pricing literature! How's it goin?!” And then we hit it off and they wind up booking with us. Impossible to say with certainty how many of those we'd have booked otherwise, but anecdotally, I'd guess it increases our close rate by around ~40%! In my consulting business, | use this sort of like a souped-up cart abandonment campaign , but much more high-touch and only for those whose lead score indicates they've already shown a great deal of interest. Here again, though anecdotal, I'd guess this campaign has led to an additional 30%-40% of sales of our primary program, Leg Up.The Customer Journey Sales Page Ontraport task Initial Disruptive Automated Visit is sent to me High-Touch Outreach Follow Ups b> @ > Call Booking Landing Page Sales Call The Sale ene tea ee [OVatenaeiThe Landing Page The Sales Pg. g 2 AREYOUAN ONTRAPORT USER? @ ‘ WaT IE You coutD Have THE BATTLE-TESTED, RESULTS-DRIVING ‘YOU NEED TO TURN YOUR BUSINESS INTO AN «q ‘AUTOMATED PROFIT MACHINE, IRIGHTIN YOUR ONTRAPORT ACCOU? 'WITHASINGLE CLICK? AND... \WHAT IF YOU AND YOUR TEAM. ‘COULD GET. EVERY SINGLE WEEK BY ‘THE #3 FOUNDING ONTRAPORT TEAM MEMBER ‘ON HOWTO OPTIMIZE YOUR OP CAMPAIGNS, MARKETING. (COPY AND RESULTS? When leads visit our sales page, the Ontraport tracking script on the page tracks the visit and that's the action that triggers them onto the Cosmic Sales Call campaign. Then, a condition looks to see whether their lead score is high enough to warrant them getting the next step: disruptive, high-touch follow up or if they're simply a new prospect having an initial look at our program. (© VanegasThe Task Gets Triggered If the person visiting the sales page is a high-value, engaged prospect, a task step goes out to me to reach out with a high-touch, disruptive communication(s). ‘Ontraport Task: “Tobin! Jerome Ranton s on your ‘prospect (w/a lead score of 566!) What would you like to do? Click hore to complete the task and move the process fwd!" A condition checks to see if the The campaign triggers a task to go out contact’s lead score indicates they're which comes to me both as a text msg truly a hot prospect (and to make & an email asking me what | want to do. sure they're not already a buyer), then, if both conditions are met.. The task notification contains all the relevant info on the prospect | need to decide what next step | want to take. (®Piusthis: 113The Initial High Touch Outreach This is what gets sent /iterally while they're still on the sales page. "Hey Jerome! Tobin Jarrett here! Reaching out to see if you've got any questions about the Leg Up Arsenal program..if now's a good time to talk, call me back at 415- ‘Hitt-0990. Or go here to grab atime to talk!” *If * ve already gotten their number, upon clicking to complete the Ontraport task, they get an SMS. Hey Jerome! Tobin here. I'm reaching out to see if you had any questions about the Leg Up Arsenal program, bbeen looking at your site XYZ.com, Love it! XYZ is soo needed, Anyway..let's talk, If now's a good time you can shoot me a call @ #i#t-#iH- ste. Otherwise, grab a time here! Looking forward to talking soon! Warmly, T ‘Tobin Jarrett Poppenber They also get a 1-to-1 email sent right from my Gmail (to ensure primary inbox placement and since its clearly sent from one human to another (vs. via email marketing software), it increase the likelihood of their actually responding. | have this text as a template in my Gmail, so the whole thing takes me all of 3 minutes, including a little personalization! Remember, the CTA is to get on a call now or book one because | know | sell my program much better with a sales call! aaaHey Jerome! Tobin checkin’ back in. Lets talk! I've got time in the next two days and I'd ove to answer any questions about Leg Up and explore how itcan help you grow *If * ve already gotten their number, upon clicking to complete the Ontraport task, they get an SMS. Automated Follow Ups This is what gets sent automatically Over the next 7 days */F* they haven't booked a call! This email, though it’s automated, is ‘meant to look super high-touch. Notice we keep it super short and sweet. Remember, the CTA is to get on a call now or book one because | know | sell my program much better with a sales call! (®Puusthis: 115Automated Follow Ups This is what gets sent automatically Over the next 7 days */F* they haven't booked a call! Jerome. si ‘ @ meen is This final email goes out on day 4 after they visited the sales page. Though it's automated, it's Dean Jackson's famous “9-word email”. It’s meant to look super high-touch and now the CTA is no longer to book a call (theyve had 3 chances to do so already). Here, we're looking for a reply to the email. We've switched gears and we're now just trying to re-engage them...to get them to respond and initiate a dialogue that can become a sales call ae (®Plusthis: 116The Sales Call SD v They book their sales call + we have the call! TOBINJARRETT & — Initial Strategy Session wiTobin | follow a carefully-crafted process during the sales call that allows me to close at around 50% All the links in the SMS messages and the emails go to my Calendly Scheduler. All throughout the communications, we have links to book their sales call. If they book, the Calendly Integration tool by PlusThis passes their call date and time into their contact record and tags them as “Call Booked" - and they've achieved the goal in the Ontraport campaign, so they stop getting any subsequent SMS messages and emails asking them to book. (®Puusthis: 117The Sale There are two typical options for the close. | either close on the call and accept their payment info then and there, or they have 24 hours to consider and still get the “Decisive Action” discount ‘THE ENTIRE LEG UP CAMPAIGN ARSENAL outta ee o A — — If theyre not ready to buy on the call they're given a expiring coupon code to use on the checkout page for the next 24 hours. Regardless of which they choose, they're then removed from the marketing campaign for this product by the goal and automatically sent the contract, which they must sign in order to receive their welcome email + membership site login creds. (ORE eanThe Sale If they bought, we finish the campaign with a delivery email. Those who don't buy are added to our longterm nurture. SeMlP Hey Jerome! Welcome to Leg Unt Im excited for you! The campaigns and the coaching vyodve jist invested in have the power to tum your busineses into a masterpiece of automated profit! But...youve stil got to do the work. That means allocating time for yourself andor your tear each week to customizing and deploying these campaigns. | Fecommend starting with 4 hours each week. If youre very new and youve got a bigger learning curve, you may want to increase that umber. It youve got the time on your hands, more better. I youre like most, youl find thatthe process of going through the campaigns, watching the videos the sidebar ofeach campaign, and taking the actions inthe prescribed order, step-bystep, will caver the majority Of questions you have. Please familarize yourself with the resources your Leg Up membership comes wth! The weekly group coaching calls Your membership includes weekty group coaching cll Durie the cals, | answer ary questions yeu may have about how to customize your campaigns for your use ee, ae etre ang oe eri of er sales pieces, ‘ra tp: the mest succesful Leg Up members come Fegalariy to these calls, both to get ther own questions answered, to gain mastery over the software, and see what strategies thet fellow members are winning with! Aso, since questions are answered ona first-come, fistserved basis, I encourage you to come afew min. ely and chat have @ question right anay within the Berson wt receive up ta'1> minutes on tneirpaficuar question(s) but often questions are handled in less (2)Piusthis: 119How We Do it »> MoM The Campaign The Tools The Emails ene tea ee (OystersSSS. eee The Campaign The Full Picture Here is a high level look at the Cosmic Sales Call Campaign. We'll break it down into bite size chunks, and walk through what's happening from the customer journey perspective as well.The Campaign The Campaign Breakdown The Trigger: This is what starts people on the campaign. Here are the trigger settings SETTINGS Who can activate this trigger? Webpage Any Contact in account v Trigger onto campaign when they visit the sales page & are hot prospects : (lead score of 50+) & Exclude buyers #1 is just the front-facing label of the trigger in plain-English so our team understands what it does. If Contact is already on map, then... Ignore this trigger v This trigger can only be activated once per Contact Description Teer, © orca enininorecer Move Contact here when they visit the sales page AND they're a hot prospect : eg - lead score of 50+) © Conditions opsorsp but NOT a buyer already nS Ce mca — Sub entytfiss wm _scenann sere © cmmwomranne nea anee. oe ignored) and whether they can activate the 4#2is the part of the trigger that controls who can activate this trigger, what should happen if they're already on the map (we want them rr trigger more than once. For this campaign's © cmsemeren ne neste © needs, these settings are right. fon 4#3 is the Action (if this happens) that sets off the trigger (eg - visits the sales pg) and the conditions (but only if.) that the contact must meet in order to be triggered onto the campaign (eg - has 50+ lead score, isn't already tagged as a buyer) aaaThe Tools In addition to Ontraport, we'll be using the Calendly Connection tool from PlusThis. Calendly Connection If you're new to PlusThis, you can watch a short one minute explainer video here.Throughout this book, we'll be using PlusThis to help automate our marketing and increase our sales through their tools and integrations. PlusThis is kind of like Batman's utility belt. Your CRM will do a lot of the heavy lifting on its own...just like Batman. But PlusThis comes in to help add additional tools and integrations like SMS, Facebook syncing, video tracking, countdown timers and more We'll post screenshots whenever PlusThis is used in a campaign, but it may be easier to follow along inside your own PlusThis app. There's a free 30-day trial and you can learn more by going to PlusThis.com.TheTools ASP YOU NEED TO TURN YOUR BUSINESS INTO AN ASSIGN TASK worn uur ect COSMIC SALES CALL - REACH OUT AND CLOSE THE SALE OR GET THE sur eroy yum SALES CALL BOOKED! eee tee OL aEaneS“S@nd initial email via Gmail and trigger SMS” Path ° ° Hey [First Name ##cap lower]! Tobin Jarrett here! Reaching out to seeif you've got any > questions about the Leg Up Arsenal program. Grab to grab a time to talk right here httpsy//tobinjarrett.conv/book. on OTe (®Plusthis: 126“S@hd initial email via Gmail and trigger SMS” Path rs Ree te Prakasa tat [First Name #icap lower]! Its Tobin checkin’ back in, 've got time in the next few days and \'dlove to answer any questions about Leg Up and explore how it can help you grow [Company]! Go to hitps://tobinjarrett.com/book to grab atime to talkt nrg Pee nc FFtst Name #cap_loner Did you get my ping yesterday? Haventtseen acall booking come through for you Grab a time here. Cheers, Tobin Jarrett rN ae (®pPlusthis: 1“S@hd initial email via Gmail and trigger SMS” Path NU Wait 3 days. Then wait until Pelee oie Are you stil lookng to do better with Ontraport? (®Plusthis: 128“WAT 'til AM then Send@mail and trigger SMS” Path WAIT “til AM then Send Gmall and trigger SMS Hey [First Name ##cap lower|! Tobin jarett 86 here! Reaching out to see i you've got any ware questions about the Leg Up Arsenal program. Wake G ites: tien salu Grab to graba time to talk right here https:ftobinjarrett.com/book. RH Schedule send A hoc meet Remind me wedi Pear a ®Plusthis: 129