Multi-touch Attribution Models with Dan McGaw Last Updated January 4, 2021 Keith Perhac Recently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology and analytics agency. Dan is also the creator of UTM.io, a campaign management and data governance tool.McGaw (the guy, not the company) explains his process for his clients: where he starts, what he recommends for his new customers, and how he navigates the information he collects from that customer’s site analytics. Dan also discusses the process of measuring a business’s touchpoints and the significance of each touchpoint. A lot of what McGaw (the company, not the guy) does is help you with governance. What is governance? It’s like the glossary for your website, or even sometimes your entire company. How should an organization be referring to social media websites? What vocabulary should one be using in marketing copy and how can an entire company stay consistent with those words? Dan answers these questions and more. You’ll also hear Dan tease a second book while promoting his first, Build Cool Sh*t. Build Cool Sh*t is for the CEOs and the CMOs of a company; Dan skipped all the fluff and got right down to the information that marketers like you are seeking when you buy the guide. In this interview with Dan, you’ll learn about:The importance of governanceThe significance of measuring your business’s touchpointsWhy accepting imperfection is key to understanding the limits of your data sourceBuild Cool Sh*t, Dan’s first bookMcGaw (the guy AND the company) can be found here: https://mcgaw.io/SegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionCreating More Efficient SOPs with Say GabrielWe’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main […] Data Beats OpinionModifying the Typical Sales Funnel with Claire SuellentropClaire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping […] Data Beats OpinionDescriptive Content & Authentic Marketing with Matt GiovanisciMatt Giovanisci is a jack of all trades with a broad knowledge of all aspects of marketing. He founded Swim […]
Creating More Efficient SOPs with Say Gabriel Last Updated January 4, 2021 Keith Perhac We’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main goal in life is to create cohesive systems that support strong communities.Frustrated by watching stressed-out digital leaders get mired in constantly shoring up shoddy systems, Say set her focus to the digital world a decade ago, just as it was rising in impact on everyday life. Today, Say helps agency leaders troubleshoot and build strong marketing, operations, and admin systems.In this interview, Keith and Say discuss:The importance of modifying your typical checklist SOPThe differences and the benefits of both a top-down system and a bottom-up system How she reduced her team’s revision process from 2-3 week to just 45 minutesSay’s motto for her team is, “Done is the new perfect.” She believes failure is just the first step to success and she wants to get you just as excited as she is about effective processes and how they can not only help you, but they can help your team, your clients, your marketing, your sales, and so much more.Find Say at:linkedin.com/in/sayatagabrielhttps://www.anansicontent.com/SegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionMulti-touch Attribution Models with Dan McGawRecently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology […] Data Beats OpinionModifying the Typical Sales Funnel with Claire SuellentropClaire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping […] Data Beats OpinionDescriptive Content & Authentic Marketing with Matt GiovanisciMatt Giovanisci is a jack of all trades with a broad knowledge of all aspects of marketing. He founded Swim […]
Modifying the Typical Sales Funnel with Claire Suellentrop Last Updated January 4, 2021 Keith Perhac Claire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping SaaS companies like Wistia, FullStory, Edgar, Death to the Stock Photo, and many others get inside their customers’ heads. She then became the co-founder of two companies: Userlist.io and Forget the Funnel which we discuss with her in this enlightening conversation with Keith on Data Beats Opinion.During the interview we talk about:Modifying the typical sales funnel with Forget the Funnel“Aha” moments and how to find them for yourself and your customerHow successful companies like AutoBooks and ProfitWell look at their sales funnel from the bottom instead of the topThe value of the customers you already have vs. potential new customersFind Claire at:forgetthefunnel.comOn Twitter @ClaireSuellenSegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionMulti-touch Attribution Models with Dan McGawRecently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology […] Data Beats OpinionCreating More Efficient SOPs with Say GabrielWe’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main […] Data Beats OpinionDescriptive Content & Authentic Marketing with Matt GiovanisciMatt Giovanisci is a jack of all trades with a broad knowledge of all aspects of marketing. He founded Swim […]
The Importance of Personalization in Online Marketing with Jason Resnick Last Updated January 2, 2020 Keith Perhac Jason Resnick helps freelancers get more leads, find better clients and build recurring revenue. Jason started working in eCommerce back when it was next to impossible to get someone to put their credit card online. He’s truly an expert in this space and I’m really excited to have him on the show.In this interview with Jason, we cover:How Jason got his start in eCommerceThe importance of personalization in online marketingWhy one of the first things Jason does with his clients is ask them what their customer journey isHelping his clients identify their sales cycleNurturing customers through emailThe importance of picking the right lead magnetUsing lead scoringLaunch style funnels vs evergreen funnelsHow to make your marketing stand out in a crowded spaceThe value of putting yourself through your own funnelsConnect with Jason@rezzz on Twitterrezzz.comSegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionMulti-touch Attribution Models with Dan McGawRecently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology […] Data Beats OpinionCreating More Efficient SOPs with Say GabrielWe’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main […] Data Beats OpinionModifying the Typical Sales Funnel with Claire SuellentropClaire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping […]
How Zach Goldie Boosted Email Conversion by 87% Last Updated January 22, 2020 Keith Perhac Marketing to marketers is always a tricky proposition. As marketers, we get hundreds of emails from various lists a day, and many of us are essentially immune to generic email messaging.In order to stand out from the background noise, email content aimed at marketers has to be top-notch, while straddling the line of “often enough to not be forgotten” with “not so often that it drives people batty.”It’s a fine line to walk, and when it was time to look at our lead nurture campaign, we knew we had to do it right.Explaining the strategy behind our new lead nurture campaignWe recently built a new lead nurture sequence which is converting beautifully. In this article we’ll delve into how we came up with the underlying strategy, non-salesy content ,final push for the sellwith advice for applying the concepts to your own campaigns.Accepting we needed outside eyesWe were geeking out on our own funnel data and found that the lead nurture sequence was a weak link. The short sequence we had was outdated and the long-term nurturing depended on us sending newsletters, which happened… less often than we intended. Our lead magnets such as the Ultimate Tagging Blueprint were popular, but only 12% were then signing up to a trial.We could have rewritten it ourselves, but we wanted to make sure we were not only providing actionable information, but doing it in a way that was engaging.We were referred to Zach Goldie, an email copywriter, who helped us rebuild the whole pitch. The resulting sequence is converting beautifully, so we wanted to share how we worked through it.Realising leads are oblivious of missed opportunitiesZach began by helping us think through the typical mentality of a new subscriber. He quickly pinpointed them as:They suspect stronger analytics would help but don’t know the opportunities they’re missing, so looking into options sits low down their priorities.along with added details like how they’re using Google Analytics or their CRM’s limited data, but without an easy way to dig into the numbers.It is easy to forget that prospects don’t realize the extent of their issues when it’s all we think about. But we accepted that any nurture sequence needed to start from this lack of awareness.So now we had our aim for the emails – help subscribers realize the implications of their weak analytics.DIY Guide #1: Pinpoint the lead’s decision making stageFirst think through questions about the subscriber’s current state, such as:How are they currently coping with this issue?Are they even aware of the impact or that solutions exist?Is this decision high up their to-do list? If not, why?What’s the gap between your lead magnet and your product? Then check your emails are relevant to that situation. It might even differ from lead source to lead source.Picking a blind spot for each emailIt’s easy to jump into writing about the features we’re most excited about. Instead Zach stopped to plan how each email will help readers realize how a lack of data is hurting them. The aim was to help them discover these blind spots for themselves, to think about data they’re missing and ways it could be helping them. To plan our content we went through the questions that marketers either don’t think to ask or don’t realize they could answer, such as:Which Facebook campaigns bring in repeat buyers?Which upsell generates the most revenue?How long does it take to reach break-even for paid ads?What is the refund or chargeback rate?From talking to new users, we know most forget that their analytics usually only record signups or first purchases. So, these questions were chosen to help subscribers realize they’re missing data on each funnel step’s long-term impact on their bottom line revenue. If the sequence could guide subscribers into considering these questions, SegMetrics can then be introduced as the best way to find answers in a few clicks.Guiding readers into realising the benefits (not just telling them)‘Show don’t tell’ is a popular saying among writers, so we applied it to presenting SegMetric’s benefits. Instead of just telling them “you could boost revenue by 90%”, Zach planned out content to walk them through issues so they could discover the problems they had previously overlooked. We grouped these data guides into four categories:1) Data challenges – posing challenges such as whether they know the lifetime revenue of each lead source, giving them a question to chew over with suggestions of what it might reveal.2) Case studies – showing the revenue lifts that users have achieved, to reinforce that it is actionable data worth digging out, not just pretty graphs and nice numbers.3) Industry averages – marketers love a good benchmark, so we collected averages from our users that could only be discovered through SegMetrics.4) Potential tactics – outlining tactics such as offering a high value upsell instead of the current cheaper one, with a note that SegMetrics could track the impact.Each of these tied back to one of those blind spots we had previously identified, written with a gentle tone acknowledging that it’s understandable to not already know the answers. (Especially since we’ve been doing this for over a decade, and STILL run into issues.)DIY Guide #2: Content planningAfter identifying their decision stage, consider what is needed to bump your service up their to-do list.What is bothering them about their current solution?Are there pain-points they didn’t realize could be solved?Do they realize the impact that signing up will make?Then plan how to show them these answers, helping it become their own realization instead of just something you’ve told them.Admitting that yes, there’s a free alternativeAs subscribers progress through the sequence they will hopefully start wanting this kind of information for themselves. Zach expected they might start looking for free alternatives, so wanted to stay helpful during those decisions.Like many SaaS apps, the main alternative is a spreadsheet and lots of time. In fact, almost all of the data SegMetrics reveals can be found with a bit of pivot table magic. That’s why we openly suggest they try to DIY it. We first gently mention it in a couple of emails, with rough steps of how to do so. An email then includes the link to our in-depth guide of how to manually calculate the lead value of an opt-in magnet. Our good worst-case scenario is they spend two hours generating one KPI, appreciate having those numbers, but then look to SegMetrics to get it in a few clicks next time.Really this is one big show-don’t-tell.We could tell them “don’t waste hours trying to DIY this in Excel”, but instead we showed them the alternative and how much drudgery is involved.This has a double effect of a) showing people that the data that we’re generating is trustworthy, because they can calculate it themselves, and b) that since it takes over an hour to get a single KPI manually, they should do it in a few clicks with SegMetrics next time.Finally: pitching SegMetrics while addressing remaining objectionsA couple of months after they downloaded the lead magnet, we go for a direct pitch.We outline the trial in terms of what’s included and recap key insights they can find. It’s a nice friendly email, nothing overly clever.Zach then had fun preempting common objections.These are the typical concerns that leads have directly asked us or we suspect they won’t admit. We wrote an email to pre-empt each one and show why they should sign up anyway. These objections and counters were roughly:Cautious it’ll take ages to set up? Talk about our free concierge service and how we walk them through the installation in a quick call.Don’t want to yet more useless data? Similarly, we offer a free strategy call, helping them make meaningful decisions from their new numbers.Considering popular alternatives? Link to our existing comparison articles, admitting the (few) cases when the alternative software is better suited.To finish it off, we then had a short What’s Stopping You? email offering to discuss any concerns we have missed out.DIY Guide #3: Removing sales blocksConsider if there are common concerns that might stop them converting.Have they had issues with competing services that you might replicateIs there any nervousness about getting up and running?Are there details about your trial or product that are unclear?Then plan out an email around each one to help them get past that stumbling block.Final notesWe’re happy to say that the lead nurture sequence is now happily converting at 187% what it used to, with some of the highest engagement rates we’ve seen — even 12 emails into the funnel. We even worked with Zach again on a similar educational approach for our onboarding sequence.If you would like to test this strategy yourself, then the key steps are:Consider the decision making state of new leadsIdentify topics that will push your service up their to-do listPlan out educational content to guide them into actionPre-empt each objection with relevant contentOr alternatively, email Zach for help with your funnel:DIY Alternative: Talk with ZachZach is a copywriter, specializing in landing pages and email sequences. He was instrumental in putting together the strategy we outlined in this article and so we’d highly recommend him if you are looking to improve your conversions.You can find him here: Zach Goldie, CopywriterSegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionMulti-touch Attribution Models with Dan McGawRecently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology […] Data Beats OpinionCreating More Efficient SOPs with Say GabrielWe’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main […] Data Beats OpinionModifying the Typical Sales Funnel with Claire SuellentropClaire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping […]
Refining Your List with LeadShield.io Last Updated December 5, 2019 Keith Perhac LeadShield is Brandon Shelton’s 3rd SaaS. He has a proven track record as far as the marketing and growth of his products go. His latest SaaS is a product that must exist, especially for marketers, helping you understand the people on your list, and determine if they’re good leads or bad leads.One thing I like about LeadShield is it’s not an all or nothing system. Their tagging and analytics allow you to identify bad leads and not just block them, but understand how those email addresses are performing and decide what to do with them.In this interview with Brandon, we discuss:The inspiration behind the creation of LeadShieldThe surprising thing Brandon found in the process of creating LeadShieldThe growth strategies Brandon’s used for his 3 SaaSHis use of Mechanical Sequences to plan his promotionsThe importance of keeping customers happy and offering a great productThe two parts to effective email marketingThe benefit of segmenting your listWhy you want to collect the lead first and weed out the bad leads laterThe importance of understanding your ideal target market when developing a SaaSYou can connect with Brandon:LeadShield.ioDiscount page: go.leadshield.io/databeatsOn Facebook as Brandon Shelton – send him a friend requestSegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionMulti-touch Attribution Models with Dan McGawRecently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology […] Data Beats OpinionCreating More Efficient SOPs with Say GabrielWe’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main […] Data Beats OpinionModifying the Typical Sales Funnel with Claire SuellentropClaire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping […]
Funnel Optimization Strategies: Josh Doody Last Updated November 27, 2019 Keith Perhac Josh Doody is a salary negotiation coach who helps experienced software developers negotiate job offers from big tech companies. He also wrote Fearless Salary Negotiation: A step-by-step guide to getting paid what you’re worth. In this interview we discussed his strategy for funnel optimization for Fearless Salary Negotiation, including how he used SEO to grow his site visits from 150 to 100K.In this interview, Josh and Keith discuss:Josh’s offer and how his funnel is structuredHow he uses RightMessageUsing SEO to grow his site visits from 150 to 100KWhat happened when he switched from giving away 10 templates as his opt-in, to giving away 1 template and selling the other 9How he utilizes his thank you pagesWhy he shortened his funnelYou can connect with Josh at: Josh Doody @JoshDoodyFearless Salary NegotiationFearless Salary Negotiation CoachingSegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionMulti-touch Attribution Models with Dan McGawRecently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology […] Data Beats OpinionCreating More Efficient SOPs with Say GabrielWe’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main […] Data Beats OpinionModifying the Typical Sales Funnel with Claire SuellentropClaire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping […]
Planning the Perfect SaaS Launch: Userlist.io Last Updated October 6, 2020 Keith Perhac Jane and Benedikt are long-time members of the SaaS bootstrapping community, and most recently the founders of UserList – which they launched to a crazy amount of grass-roots hype.One of the most interesting things I saw from their launch (and I mention this in the interview) is that for about a week UserList was all I saw in my social media feeds. I wanted to sit down with Jane and Benedikt and talk about how that came about, how much was planned, and what they did to stay on track with a looming deadline, limited budget, and a brand new following.In this interview with Jane and Benedikt, you’ll learn:How to leverage the audience that you have (without abusing your personal relationships)How they chose where to promote their launchWhy they used product huntTheir decision making behind choosing to do card up frontWhy they used ‘schedule a demo’ as their secondary CTA and how it worked out for themThings they weren’t expecting to come out of the launch of the product and how people respondedThe strategy behind what they chose as their freebieWhy they don’t like selling lifetime licensesThe Ultimate Guide to SaaS User OnboardingYou can connect with Jane & Benedikt at:Userlist.ioJane Portman @uibreakfastBenedikt Deicke @benediktdeickeSegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. Data Beats OpinionMulti-touch Attribution Models with Dan McGawRecently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology […] Data Beats OpinionCreating More Efficient SOPs with Say GabrielWe’re back with another episode of DBO with Keith Perhac. This week, Keith chats with Anansi’s Say Gabriel. Say’s main […] Data Beats OpinionModifying the Typical Sales Funnel with Claire SuellentropClaire Suellentrop is an up-and-comer in the marketing world. She dabbled in journalism and entertainment marketing before she began helping […]
Outsourcing Work Costs More than You Imagine Last Updated May 1, 2019 Keith Perhac So, you’re thinking about offshoring your talent or outsourcing work.You’ve read all the books and articles about how it can save your business money. You’re know you can get a great deal on overseas customer service reps, virtual assistants or developers. After all, labor costs in certain countries are mind-bogglingly low. It seems like a no-brainer.But before you do, you should know the truth: Offshoring isn’t as cheap as you might think.The problem is, when people look at labor costs, they only look at the per-hour rate they’re paying. They don’t take into consideration all of the other expenses surrounding an overseas hire. This is a mistake we see time and again in our consulting business, and it can be solved by knowing just one simple number:Total Cost of Ownership. Continue reading “Outsourcing Work Costs More than You Imagine”SegMetrics is your complete marketing analytics toolset in one packageSegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing Start Your Free 14-Day Trial Keith PerhacKeith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns. SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools. ArticleHow to Track Email Opens in Infusionsoft’s Campaign BuilderWhile Infusionsoft gives great reporting on broadcast emails, and individual emails sent out, it can be difficult to get open […] ArticleThe iOS14 Update – What it means for digital marketersAs if 2020 wasn’t crazy enough, last June Apple announced that iOS14 would include a new App Tracking Transparency framework […] Article9 Must-Have CRO Tools To Use And Track Results in 2020Every marketer knows how important it is to constantly improve a website and track the results of your work. If […]