How to track Frank Kern’s HARDCORE SCALING method with SegMetrics Last Updated December 6, 2021 Vanessa Copley Want to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore Scaling YouTube series.If you don’t know Frank Kern, he’s a marketing legend. He has been one of the top guys for over twenty years, especially in the direct response world. Having come out strong through the various waves of internet marketing changes, he’s definitely a dude worth listening to.In the series he drops consistent wisdom bombs about how to give your marketing a boost. You will also see him using SegMetrics to analyze his own key metrics and marketing performance. These metrics are critical to his method of looking at long-term performance, so we wanted to take you into more detail about exactly how SegMetrics gives you access to the key insights you need to pull off his new strategies.Focusing on more than attentionFrank defines the four steps to a sale as:AttentionLeadOfferFollow UpHe discusses how most modern marketers typically focus on the attention stage. They spend most of their energy on ad campaigns and landing pages, trying to maximize the number and cost of leads they’re bringing in.Attention is great, but it’s only the tip of the sales iceberg.The next three stages are where the real salesmanship kicks in. It’s building up the desire for your product or service, then helping them make the decision to buy.Think of it like a car dealership. Getting people in the door is great, but won’t matter if nobody is being offered test drives and your sales technique is turning people off. Getting traffic from ads is the same, it’s only people arriving through the door.Being Misled by MetricsThis focus on attention and traffic is reinforced by the tools marketers have had access to.The data within Google Analytics and Facebook’s Ad Manager is mainly designed to look at the Attention stage. With limited tracking and short attribution windows, they can only measure the revenue associated with very simple sales processes, such as an impulse buy in an ecommerce store.But you can’t measure the full journey with these tools if you’re running more complex sales processes, such as a 30 day email funnel, a subscription trial period or following up with a sales call.If the only metric marketers can measure is Attention, then it’s no wonder it becomes our sole focus.After all, any attempts to improve the Lead, Offer or Follow-Up stages feel like stabs in the dark if we can’t measure the impact. You might deploy a new email sequence, but it won’t feel as rewarding when you can’t measure the impact it has had on your sales.So, that’s why it is crucial to analyze LTV with a tool like SegMetrics.It lets you analyze the full customer journey across the 4 stages, no matter the funnel length. You can measure the LTV of every lead across weeks, months or years, plus you can see how different funnel strategies affect your revenue.Want to know the key data Frank Kern looks for? Well keep on readingLesson #1: Stop focusing on cost per leadCost per lead (CPL) is the key criteria people discuss when evaluating ad campaigns. People will cut campaigns with a high CPL and boost ones with a low CPL.But really, the only thing that matters is return on ad spend (RoAS).Unfortunately, not all lead sources are created equally. Far too often, the campaign bringing in cheap leads isn’t actually bringing in customers. Meanwhile, the expensive leads are regularly making purchases. What you really need to do is measure RoAS, which campaigns are actually bringing in a return.SegMetrics helps by: tracking visitors through your funnel, not just until they become leadsLesson #2: Look at long term RoASDon’t be too over eager when looking at your RoAS.We can’t expect everyone to instantly whip out their credit card and throw money at us. This is where the Follow Up stage comes in.You need to be patient, giving leads the time they require to decide that yes, they do want your product.That means your metrics need to be patient too.Frank gives the example by looking at one of his own campaigns. When looking at the RoAS within 1 week of people clicking the ad, the RoAS was down at 20% suggesting they were wasting money.But, he then expanded the view to 4 weeks and the RoAS jumped up to 200%! The leads were great, it was just that they needed a few weeks of follow-up before they purchased.It is only by looking at the long-term RoAS that he was able to assess which ad campaigns were turning a profit.SegMetrics helps by: tracking lifetime spending per lead, even if purchases happen offline or on a different platformLesson #3: Test your offer and follow upYour follow-up strategy could be secretly losing you sales.When was the last time you gave your sales funnel the same care and attention you give to your ad campaigns? It is always worth coming up with a new array of ideas to test.Maybe your webinar topic is missing the mark, you could be better segmenting your list into different groups, or offering a sales call would boost conversions? There are plenty of opportunities to test.But of course, you’ll want to measure more than just email click rates. Using a tool such as SegMetrics will let you see how each new idea affects the revenue per leads.SegMetrics helps by: letting you A/B test whole sequences or strategies, along with seeing how different groups of leads respond to each ideaSuggestion #1: Upload lookalike audiencesYou probably teach your AIs to send you more traffic like the people who met an initial goal like downloading the lead magnet.But what if you could use a higher quality indicator? Like just the people who watched the full webinar, booked a sales call or read the full email sequence?You can use SegMetrics to upload lookalike audiences based on any lead attribute such as actions they are tagged with.It ties into Frank Kern’s methodology of Behavioral Dynamic Response.It is all about carefully responding to the lead’s behavior and guiding them through to the sale, instead of just sticking all onto a conveyor belt.Suggestion #2: Optimize for sales with Conversion FeederEven better than indicators of lead quality is knowing which leads made a purchase.Tools such as SegMetrics’s Conversion Feeder can feed attribution data back to the ad AIs, even if they were outside the inbuilt attribution window.That means the bots will know which ad clicks bought in actual revenue. They can optimize for traffic that turns into customers, not just leads.If you then improve your follow-up, there will then be more data to feed the bots, letting them better refine the traffic, and causing a great big positive feedback loop.——————————-Optimizing your marketing means going beyond the Attention stage. And that means going beyond Google Analytics and Facebook’s Ad Manager, and using tools that allow you to track the full lifecycle of your customers.When your tools limit you to only focusing on Attention metrics, then the only thing you can optimize for is Attention, and lose sight of the revenue sitting right beyond your key metrics. Without lifecycle attribution metrics, any attempts to improve the Lead, Offer or Follow-Up stages feel like stabs in the dark.Get started with your free trial of SegMetrics today — and start getting the marketing insights you need to pull off the Hardcore Scaling strategies.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 Vanessa CopleyVanessa Copley is a business automation specialist and the founder of Custom Client Journey. She specializes in client journey management and bringing the human touch to your automated experience. In her free time, she enjoys reading science fiction and horror novels, studying real estate, practicing Tang Soo Do and spending time with her amazing children, the love of her life, and their birds and guinea pigs. 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 […]
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 OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 […]
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 OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 […]
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 OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 […]
Descriptive Content & Authentic Marketing with Matt Giovanisci Last Updated March 28, 2020 Keith Perhac Matt Giovanisci is a jack of all trades with a broad knowledge of all aspects of marketing. He founded Swim University, co-founded a personal finance brand and podcast called Listen Money Matters, and started a coffee education website called Roasty (which he has since sold). In 2016 he created Money Lab so he could build more brands, make more money, and write off his homebrewing hobby.Money Lab focuses on No B.S. Marketing – it’s honest, straight forward and cuts to the chase. Which is exactly what my conversation with Matt was like for Data Beats Opinion.During our interview Matt and I talked about:Honesty and authenticity in marketingDescriptive content over prescriptive contentJack of all trades vs specializationRefining processes through meticulous note keeping and data analysisThe moonshot techniqueFind Matt at:moneylab.colistenmoneymatters.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 Perhac Data Beats OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 driven lead generation & sales funnels with Brent Weaver Last Updated March 27, 2020 Keith Perhac Brent Weaver built his first website at 15, and created his first web-design business at 17. That company grew into a successful, 14-person web agency that was acquired in 2012. Since then has helped thousands of other web professionals master business skills through UGURUS.com, his business school for digital agencies. He creates educational programs that help agency owners work on their business to drive additional revenues, increase profits, and create freedom in their life.In this episode of Data Beats Opinion, Brent and Keith discuss:Understanding what data to look at, interpreting it correctly and following what the data tells you you should do, even when it feels uncomfortableHow to decide when a marketing campaign isn’t workingWhat your weekly scorecard should look like and why it’s important to have this dataDrilling your goals down to one simple idea that your team can rally behindUsing data to help clients decide on where to focus their energy firstRisk tolerance, monthly spend threshold and deciding when to move on what the data is telling youThe most important info to know to improve lead generationYou can find Brent at:ugurus.com[email protected]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 Perhac Data Beats OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 […]
Warm audiences, fresh content & current data: the recipe for successful Facebook ads with Ryan Stewart Last Updated March 13, 2020 Keith Perhac Ryan Stewart started his career working for large consulting companies with clients like Target, Best Buy and Bayer, before branching out to start his own growth marketing agency. He’s now the founder of TheBlueprint.training, sharing the systems, processes and tactics he’s used to scale his agencies to 8 figures in revenue. Ryan has a ton of digital marketing experience and had a lot to share during his time on Data Beats Opinion.Ryan sat down with Keith to discuss:The effectiveness of Facebook’s algorithm and why the biggest variable now is contentUsing data as a driver when developing successful Facebook AdsEngaging and warming up audiences before re-marketing to themUnderstanding the motivations that draw people to different networks and how that influences the effectiveness of digital marketingThe online channel posing a big advertising opportunityConsistently switching up creative to keep ads freshThe metrics Ryan looks at to gauge the success of his adsThe app Ryan’s launching this summer that allows you to bring your APIs right to BigQuery and pipe in the data that you need.Find Ryan at:Theblueprint.training@ryanwashereSegMetrics 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 Perhac Data Beats OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 […]
Reducing Churn & Increasing Customer Happiness with Val Geisler Last Updated February 27, 2020 Keith Perhac Val Geisler helps SaaS and subscription-based e-Commerce brands use email to strategically convert leads, retain customers long term, and close more monthly recurring revenue. Her passion is great email copy, crafting email marketing strategy and helping businesses reduce churn and increase customer happiness. Val is amazing at customer retention and customer communication and I’m super happy to have her on the show.In this interview with Val, we discuss:The metrics you should know when it comes to your email marketingThe benefits of using consultants to scale your SaaS businessThe importance of asking ‘why’ a lot when it comes to understanding your dataThe role of building brand affinity to reduce customer churnHow to build strong connections with your customers through your onboarding flowAdding a personalized touch to your onboarding to make your customers feel cared aboutYou can find Val at:fixmychurn.com@lovevalgeislerSegMetrics 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 Perhac Data Beats OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 […]
Building Talented and Engaged Remote Teams with Jevin Maltais Last Updated February 12, 2020 Keith Perhac Jevin Maltais is a software engineer who has hired and managed over 50 remote people over the past decade. He now helps traditional companies become remote so that they can take advantage of the global workforce and lead happier and more productive teams.He joins Keith to share his expertise on managerial hiring, specifically when it comes to remote teams.In this talk with Keith, Jevin discusses:Why hiring the best people probably means working with them remotelyHow offering remote work helps you attract talented people in senior rolesBuilding relationships and your company culture when your whole team is remoteThe challenges of ‘hybrid’ teamsSome of the mistakes team leaders make that damage their relationship with a remote workerThe importance of ‘over communication’ for the success of remote teamsTactics you can use to help engage your whole team and build comraderyThe value of planning remote team hang outs on company timeThe warning signs and good signs to look for when hiring remote workersResources for managers leading remote teamsConnect with Jevin:buildingremoteteams.comFree Remote Operations QuizBuilding Remote Teams PodcastSegMetrics 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 Perhac Data Beats OpinionHow to track Frank Kern’s HARDCORE SCALING method with SegMetricsWant to take your funnels to the next level? Well, we would highly recommend you check out Fran Kern’s Hardcore […] 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 […]