Everyone Loves Evergreen Webinars. But do they Really Convert to Sales?

Evergreen Webinars are de rigueur for product marketing — especially to cold traffic.

There are a number of online tools like EverWebinar for creating set-it-and-forget-it webinars that allow you to create and monetize webinars to your heart’s content.

But do they work?

This is part of our on-going series with John Lee Dumas of Entrepreneur on Fire, and we’re going to answer the burning question:

Do Evergreen Webinars Really Convert to Sales?

The answer?

Yup.

In fact, leads who registered for EOFire’s automated webinar in have been worth $81.05 each — 243% more than leads who didn’t.

Check out how valuable these automated webinar leads have been:

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EOFire uses Easy Webinar to power its automated webinars. For the uninitiated, here’s how it works.


Step 1: The Registration

Leads receive an email inviting them to sign up for a webinar, or they find a registration page on eofire.com.

jld-webinar

The lead picks a date and time to watch their webinar.

While the webinar is pre-recorded, forcing someone to pick to a specific time fosters a sense of commitment and importance.

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Step 2: The Webinar

Upon signing up, leads are sent an email with a unique link for their webinar. This link will only work for the day and time they select.

When they show up for their webinar at the right time, they will see a free, prerecorded webinar on how to grow and monetize your podcast or host successful webinars.

jld-webinar3

All of this is automated, which means more free time for the EOFire team.


Step 3: The Pitch

At the end of the automated webinar there’s a pitch for either Podcasters’ Paradise or Webinar On Fire.

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The results?

Leads who signed up for either of these Easy Webinars in 2015 have had an average Lead Value of $81.05.

That Lead Value is 243% higher than the Lead Value of people who haven’t registered for the Easy Webinars.

jld-webinar-reg

How does the automated webinar stack up to the Free Email Course in terms of its overall impact on EOFire’s revenue?

Clearly the automated webinar leads have a higher average value — $81.05 vs. $41.67 — but there’s more to it than that.

We also need to consider that 21,617 people signed up for the Free Courses and only 4,081 people have signed up for the Easy Webinars.

As a result, the people who attended the Free Courses have generated $900,842 to date while the Easy Webinar leads have generated just $330,769. That’s a nearly 3X difference. There’s value in getting a lot of people to do something that leads to conversion, even if the resulting Lead Values aren’t as high as they are for the Easy Webinars.

But here’s what makes the ultra-high Lead Value of the Easy Webinar leads so exciting for EOFire:
Getting an additional 1,000 people to sign up for those automated webinars could drive a $57,390 increase in revenue.

With SegMetrics, John and the EOFire team know where to direct their leads the coming year.

Ultimately, EOFire will want to heavily promote both the Free Courses and the Easy Webinars. Both of these marketing techniques involve automation that save them tons of time, and they both dramatically improve conversion rates.

Steal a page from the EOFire playbook and do both for your Infusionsoft business and track your results with SegMetrics.

Keith Perhac

Keith 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.

Finding $221,075 in New Revenue For Entrepreneur on Fire

SUMMARY

The Client
John Lee Dumas of EOFire sold over $2,137,739 in online courses this year. He’s a great example of how being generous with free stuff can be extremely profitable, giving away a steady stream of content to bring in leads and drive sales. The problem isーhe had no idea which content impacted revenue the most, or where he was just wasting valuable time and energy.

How He Used SegMetrics
For all its strengths, Infusionsoft doesn’t provide clear, actionable reports to help optimize EOFire’s marketing. So John turned to SegMetrics to pull back the curtain on where revenue was REALLY coming from, get unprecedented insight on his audience, and find new opportunities to super-charge sales.

The Results
With just a few reports in SegMetrics, John was able to finally get answers to critical questions about his marketing. Now he’s got a plan to add $221,075 to his annual revenueーsimply by making some changes to his free content strategy. EOFire can finally set measurable marketing goals and stay in touch with their progress.


John Lee Dumas, founder of Entrepreneur on Fire (EOFire), had a problem.

His business was churning out valuable content for his target customers — but he couldn’t tell which pieces were lighting the way, leading to valuable sales… and which were just dead weight.

EOFire brought in over $4 million in gross revenue in 2015, so clearly something was working, but with several free email courses, automated webinars, and dozens of PDF downloads, figuring out which pieces were most valuable felt next to impossible.

Yes, he could measure how popular each of these lead magnets were, but he wasn’t able to see if they were bringing in valuable leads, or just looky-loos.

John and his team were using InfusionSoft to handle their marketing automation, and were happy with all of the features and capabilities it offered them, however it was missing clear, actionable reports to help them really optimize EOFire’s marketing.

That led John to SegMetrics.

By connection SegMetrics to his Infusionsoft account, he was able to pull back the curtain on where revenue was REALLY coming from, get unprecedented insight into his audience, and find new opportunities to super-charge sales.

A Look at EOFire’s Content Marketing Funnels

At EOFire, John used a traditional content marketing funnel to drive leads from free products to his paid courses. He uses three different types of free products as lead magnets — free email courses, automated webinars, and PDF Downloads — giving them away in exchange for a lead’s email address.

His various giveaways are promoted on his website and he regularly mentions them during his podcast.

Each time someone signs up for a course, webinar, or PDF, they are tagged with a corresponding lead source tag as part of Infusionsoft’s marketing automation system.

This enabled John to see some basic numbers on how many people were opting in for each of these tools, but he couldn’t tell how much those leads were worth — or easily track how many would ultimately convert into sales.

From Questions to $221,075 in Additional Opportunities

When John turned to SegMetrics he had several specific questions in mind:

  1. Are free email courses really worth all the time and effort it takes to create them?
  2. How effective are Automated Webinars at driving sales compared with his other lead sources?
  3. Were some PDF giveaways more valuable than others? Which were most valuable?
  4. How could he change his marketing automation to boost revenue?

John designed a handful of reports in SegMetrics to help him answer these four questions.

The results?

EOFire found a number of opportunities to improve his marketing for a projected $221,075 in additional sales—just by leveraging existing free content more effectively.

“SegMetrics is hands down the best analytics tool for Infusionsoft.”
John Lee Dumas ー Founder of EOFire

Introducing SegMetrics: How Did EOFire’s Marketing Stack Up?

SegMetrics works off of your CRM’s existing tagging system (with a lot of extra magic behind the scenes). This allowed John and his team to integrate SegMetrics into their existing system and quickly generate new reports on the dollar value each type of lead magnet — even on their historical data from previous years.

The first question they wanted to answer for each marketing piece was whether it was actually effective. That is, were leads who signed up for each type of content more valuable than leads who hadn’t?

To find this out, John and his team created a report for each type of marketing content they offered to determine the lead value for a lead who had opted in to that particular type of content vs. leads who had not.

They started by looking at their Free Email Courses. With SegMetrics he was able to set up a report based on his existing email course tags.

This allowed him determine that leads who signed up for a free email course were worth an average of $41.67.

By creating a second report, excluding those leads, he could then compare people who did a free email course with those leads who hadn’t. This showed him that those contacts that didn’t sign up for an email course were worth an average of $19.11.

By comparing the two reports John determined leads who did a free email course were more than twice as valuable as leads who didn’t.

This meant that his free email courses were doing their job and generating a significant return on investment.

  • The average value of leads who signed up for one of EOFire’s free courses was $41.67.
  • The value of leads who didn’t sign up was $19.11.
  • This means:

Email Course leads are 118% more valuable than those who didn’t sign up for a free course

Comparing Marketing Channels: Which Giveaways Work Best?

John was able to easily create the same type of reports for his webinars, using his existing lead source tags.

Running these reports showed him that his webinars were also offering him a significant positive return on investment.

  • The average value of leads who signed up for on of EOFire’s Webinars was $81.05.
  • The value of leads who didn’t sign up was $23.66.
  • That means Webinar Attendees are 243% more valuable than those who didn’t attend a webinar.

But, more importantly, it allowed him to objectively compare these two different types of content to each other.

  • Leads who registered for the webinar have an average value of $81.05
  • Leads who sign up for an email course are worth $41.67 on average
  • That means webinar leads are 95% more valuable than Email Course leads.

There was one additional piece of information he needed to consider before he could truly put this information to good use.

While 21,617 leads signed up for email courses, only 4,081 have registered for the webinars.

So while webinars are extremely high-converting, they bring in fewer leads overall. That will need to be taken into account as John sets his goals for the future.

Still, he and his team can feel confident relying on both tools and focus on promoting them to more people.

Having these numbers also means they can now further analyze this data to project future profits. But more on that in a minute.


Looking at PDF Downloads: Are They All Created Equal?

While SegMetrics allowed EOFire to compare different aspects of their marketing, it also allowed them to take a deeper dive within each specific content type to identify which specific pieces of content were most effective.

Over the years, EOFire has created dozens of different free PDF downloads.

Using Infusionsoft, they could see how many leads each brought in and determine which PDFs were bringing in the most leads — but they couldn’t tell how valuable those leads actually were.

That’s where SegMetrics comes in.

Just as they do for webinars and email courses, EOFire applies an Infusionsoft lead source tag every time somebody downloads a PDF.

Using SegMetrics, John was able to generate a report with ALL of the PDFs he wanted to analyze and compare them.

Looking at the Table Reports for these PDFs, he was able to see all kinds of key metrics for each one.

While on average, the PDFs aren’t performing at the same level as EOFire’s other free content, they were still producing a positive ROI.

  • The Average Lead Value from PDF downloads is $40.44.
  • The average value of people who haven’t downloaded a PDF drops to $25.36
  • That means leads who download a PDF are 59% more valuable.

But that’s not the full story.

It’s easy to write off PDFs as a comparatively weak lead magnet when comparing their average value to that of Email Courses and Webinars.

Using the Table Reports feature available in SegMetrics we’re able to take a closer look — which allows us to see that some PDFs are 2X as valuable as the average!

Three PDFs in particular stand out:

  • KT Burnout Template has a value of $114.75
  • The 4 Essential Principles Cheat Sheet has a value of $113.10
  • Top 5 Reasons Podcasting is Exploding $100.13

Now John and EOFire can see exactly which PDFs are the clear winners — and can see how these leading PDFs compare to his other types of content.

Type of ContentLead Value
Top 3 PDF DownloadsOver $100 value on average
Free Email Courses$41.67 on average
Automated Webinars$81.05 on average

Going From Insights to ROI: Creating a Dramatic Boost in Revenue

While knowing all of this can help John prioritize which types of content and which specific pieces of content he should promote, and how heavily, it also allows him to project how much revenue EOFire can generate if it invests in additional marketing.

This is where the real value of this data comes into play.

Because he knows how valuable each type of lead is, he can identify where the largest opportunities for new growth are and set new goals for each type of content.

For example, 39% of EOFire’s leads joined one of their free email courses.

If John could increase the percentage of leads that join a free course from 39% to 49% — that would add $126,424 in revenue over the next year.

That’s six figures of additional revenue that doesn’t require hours of planning, promotion and brand new content… Just giving away existing content to more people!

Using this same logic allows John Lee Dumas to set a new actionable lead gen goal for his webinars too. Getting just 1,000 more people to sign up for the webinar per month could drive a $57,390 increase in revenue!

And finally, look at the data SegMetrics provided on his PDFs, John can determine that if EOFire swaps low-converting PDFs with their highest-converting ones and raise their average lead value by just 10%, they’ll increase annual revenue by $37,261!

Not only did SegMetrics give John Lee Dumas the clarity on his marketing automation that he’s wanted for years, every aspect of EOFire’s funnels can now be reliably measured—and by extension, improved.

Achieving just these three new, actionable goals creates a projected $221,075 in additional revenue.

Interested in finding out the true value of your lead sources? How about finding revenue-boosting opportunities buried in your funnels, the way EOFire did?

 

Keith Perhac

Keith 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.

How SegMetrics Fed Dr. Axe Insights for A Healthier Product Development Roadmap

SUMMARY

The Client
Axe Wellness (draxe.com) is one of the most successful health blogs around. They offer a ton of actionable advice. They have well-tested and high-converting lead magnets that deliver their users high-impact content on fitness, natural remedies, diet and overall health. The problem is their team had no way to measure lead value… just lead volume.

So while they knew how many people were downloading each lead magnet, they couldn’t tell which leads were actually most likely to result in sales.

How They Used SegMetrics
Axe Wellness integrated SegMetrics with their existing InfusionSoft account to determine the value of each of their lead magnets. This not only provided insight into where existing revenue came from, it also provided unprecedented insight into which categories might be ripe for new product development.

The Results
With just a few reports in SegMetrics the Dr. Axe team was able to finally evaluate which segments of their user base were most profitable. This led them to discover that lead magnets which had previously been overlooked, because they brought in few leads, were actually bringing in the most revenue. That, in turn, led to strategic changes in their new product roadmap to better take advantage of market opportunities.


The team of marketers at Axe Wellness know their stuff — they’ve successfully and strategically created an automated marketing machine, offering 4 key ebook downloads for their audience.

When a new lead downloaded a specific ebook, they would then be tagged within the company’s InfusionSoft account with a corresponding tag and receive a drip email marketing campaign.

For example, if a lead choose to download the company’s ebook on Essential Oils, they would then be entered into a drip campaign with additional content about essential oils, then would be pitched on a paid product also related to essential oils.

Each time they introduced a new lead magnet, they saw a corresponding rise in their bottom line… but they were unclear on which lead magnets were actually generating the most revenue.

That led Axe Wellness to SegMetrics.

Within minutes they were able to unlock key data that would fundamentally change how they tracked their business — and how they planned to run it.

A Look at the Axe Wellness Marketing Strategy

DrAxe.com uses a traditional content-based marketing funnel, sharing useful articles for free on the site and then encouraging readers to download additional information in exchange for their email address.

After receiving their free download, readers are then tagged within their InfusionSoft system as being interested in content on that topic, then entered into a related email marketing drip sequence that ends with a pitch for a paid product.

Once each funnel is created, the entire process is completely automated.

This enabled Axe Wellness to see how many people were downloading each lead magnet, but they couldn’t tell how much those leads were actually worth — or easily track how many would convert into sales.

Further complicating the issue, different products are offered at different price points making it even trickier to determine lead value.

Seeing The Value of Lead Magnets for the First Time

After signing up for their Free Trial of SegMetrics, the Dr. Axe team was able to see the value of their lead magnets for the first time — and, because SegMetrics pulls in data from existing tags, it’s able to leverage data from before it was installed.

The results?

The Axe Wellness team could now tell which downloads were generating the most revenue and which leads were most valuable at a glance.

New Insights for a More Strategic Product Development Roadmap

After looking at the data above, the Axe Wellness team noticed something interesting.

During the given timeframe, 20,720 New Leads were tagged with “Essential Oils”. Of those 20,720 New Leads, 1,282 were Buyers; that means that the conversion rate from Lead to Buyer is 2.88%.

Those 20,720 new leads generated $263,794 in revenue. That gives them a average lead value for leads who download the Essential Oils ebook of $12.73.

If we compare those numbers to their other segments we see that “Health” generated 12,687 new leads, with a Lead Value of $11.72 and “Fitness” generated 4,136 new leads at a lead value of $18.82.

Finally, “Recipes” generated 9,055 new leads at the highest average value per lead, with an average value of $19.26! This means that each “Recipes” lead is worth 64% more, on average, than each “Health” lead despite the “Recipes” category generating 3,632 fewer leads.

By clicking on each of these tags we can begin to see why this is the case.

A look at “Essential Oils” leads shows that they are most likely to buy the “Essential Oil Transformation Program,” which is a $47 product.

However, sales from the “Health” and “Recipes” segments come from the “Healing Leaky Gut Program,” which is a $147 price point. So while the “Health” and “Recipes” lead magnets don’t necessarily convert more people to sales, they convert people to the sale of a product that is worth three times as much — thus the higher Lead Values.

The Axe Wellness team would never have noticed this without SegMetrics — and data like this is why it’s important to look beyond leads growth when measuring the success of your marketing automation.

As in this case, it’s possible for one lead magnet to bring in more leads, while another actually generates higher value leads.

“Mind. Blown,” said Evan Tardy, President of Axe Wellness, after seeing this data. “This will definitely impact our product development.”


Next Steps: From Data And Insights To Real Action

Using these new data points, Axe Wellness is better prepared to make strategic decisions for the future of the company.

Looking at the data they’ve gained from SegMetrics, they can now develop a premium product for their Essential Oils marketing funnel, and track whether that leads to a boost in lead value.

Because Essential Oils generates the most New Leads, boosting the Lead Values could have a massive impact on the bottom line.

And in the meantime, while they develop the new product, they can focus on bringing in more leads for Recipes and Health. Because these segments have the highest average lead value, new leads in those categories have the potential to generate a significant amount of new revenue, without any chances to their product offering.

This is our end-goal at SegMetrics. We provide the data and insights that allow Infusionsoft companies such as Axe Wellness to make game-changing business decisions.

Interested in finding out the true value of your leads and getting the real data on how your products marketing is doing?

Keith Perhac

Keith 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.

How to Build an Advertising Sales Funnel: The $200K Case Study

If you’re a longtime reader, you know the power of a good email nurture sequence and you even know how to create one using the hero’s journey to build a highly effective marketing funnel.

Those articles have lots of detail about how you can take a cold lead, who hasn’t heard of you before, and turn them into a paying customer.

But there’s one thing those articles don’t talk about. They don’t tell you how to get those emails in the first place.

Those strategies require you to have the user’s email address in order to market them. But what if you could create a nurture sequence BEFORE people gave you their email address.

So, how do you do that?

Today I want to talk about how you can use the latest digital advertising strategies to build a pre-nurture sales funnel — using the same nurture strategies from a Direct Mailing while completely skipping the inbox.

And how one company used the strategy I’m going to share to make $212,400 from a $4,133 investment (that’s a 51x ROI, if you’re counting).

Your Ad Options For Building an Advertising Sales Funnel: A Quick Refresher

In this post we talked about the state of digital advertising — but what you need to know for our conversation today is that there are three types of ads.

  • “Traditional” ads — you provide Google or Facebook with demographic data or keywords and they show your ad to people who match that information.
  • Lookalike Audiences / Customer Match ads — you provide Google or Facebook with a list of existing customers and they market either to that list of customers or to other customers that they identify that are just like those customers using the data they have that you do not.
  • Retargeting ads — you add code to allow Google and/or Facebook to track user behavior on your website and then the platforms show those users ads based on those behaviors.

Now we’re going to talk about pulling those pieces (plus one more missing piece) together to build an advertising sales funnel.

The 7 Step Digital Advertising Sales Funnel

I’m going to show you how to create a 7-step nurture sequence that you can use to market to people before you ever get their email address.

This combines the effectiveness of direct-marketing nurture sequences, with the pervasiveness of standard digital advertising.

This strategy has been pioneered by companies like SingleGrain, Neil Patel, Vantage, CartHook and more. I’ll walk you through the overall strategy, as well as a specific (NDA’d) case study.

RealSuccess (not their real name) built a 7-step ad funnel, and was able to turn $4,133.71 on Facebook ads into an extra $212,400 in annual recurring revenue (ARR).

The secret? Pairing Facebook ads with content marketing.

Let me explain.

RealSuccess created a series of blog posts, an ebook, and a webinar, which they promoted using Facebook ads. This created a 7-step sales funnel that pushed users to buy their product.

By using Retargeting ads they were able to move people through the funnel depending on what ads they clicked (or didn’t click), and if they engaged with the content. The fact that they were only using Retargeting ads also lowered their ad-spend significantly, since Retargeting ads are a fraction of the price of standard ads.

Here’s what the 7-step ad funnel looked like:

1. The Attention Post

The advertising sales funnel began with an “attention post.” This post’s sole job was to capture a Facebook user’s attention as they scrolled through their news feed and make them click.

They paid to promote it on facebook using “traditional” ads.

2. The Trends Post

Next they created a post with trends those users would be interested in. This post was meant to build credibility with those users who had seen the previous post. This time they used a mix of traditional advertising and retargeting.

Users who clicked on the first ad but did not sign up for a free trial were then excluded from seeing that ad, and began to see this one instead. Users who fit into the “traditional” ad audience but hadn’t clicked on the first ad began to see this ad after a week of seeing but not clicking on the first ad.

3. The Help Post

Again, the focus of this third post was to build credibility — and RealSuccess used a mix of traditional advertising and retargeting to promote it. This post focused on future trends.

Again, users who had clicked on the previous post immediately began to see this one instead; all other users were moved along to this ad after a week of seeing the previous one.

4. The Product Focus Post

This time, the RealSuccess team choose to focus on their product itself, writing a post about optimizing the checkout experience of a Shopify website.

They continued their mix of traditional and retargeted ads. That means at this point people seeing this ad had either been seeing the company’s ads for 3 weeks (and therefore the brand name would no longer be a complete unknown) or they had clicked on one of the previous three ads.

5. The Killer Feature Post

Their fifth post focused on one killer product feature — in their case, the art of upsells, which their product would help shopify users with. They again continued their strategy of traditional and retargeting ads.

6. The Ebook

Now that they had 5 posts on a related topic, they repurposed that content into an ebook, The Advanced Guide to eCommerce Funnels: How ecommerce is set to change and what you need to do to stay ahead. Then they used additional traditional and retargeted ads to promote this new piece of content.

At this point, the company had already seen a significant return on investment.

This process, of writing and promoting these 5 posts on Facebook, had net them:

  • 1000+ new email contacts
  • 127 free trial sign ups
  • 38 new customers
  • $11,400 in new recurring monthly revenue (that’s $136,800 in annual recurring revenue)

But since they had those 1,000 new email addresses they decided to take it one step further… with a webinar.

7. The Webinar

They choose to do a webinar with one of their clients, sharing how that client had built million dollar sales funnels using their product. This they also advertised on Facebook — both via retargeting and based on lookalike audiences, further boosting its reach.

The webinar had 360 people register and brought in an additional 68 free trial signups. Those led to 21 new customers, for an additional $6,300 in monthly recurring revenue ($75,600 in ARR).

The Final Results

The final results of this digital advertising sales funnel were pretty impressive.

  • $4,133.71 spent in ad dollars
  • $17,700 in new monthly recurring revenue
  • $212,400 in new annual recurring revenue

How to Create Your Own Digital Advertising Sales Funnel

To summarize that all for you, here are the steps again:

  1. How can you get attention in your market?
    Write a blog post on it. Then promote on Facebook using traditional ads.
  2. How can you help your customers succeed in the market?
    Talk about trends you’re seeing to build credibility. Then promote it on Facebook with retargeting and traditional ads.
  3. How can you help your target market succeed?
    Write a post on that — again, we want to build credibility. You want to be positioned as a trusted resource! And, again, promote it using retargeting and traditional ads via Facebook.
  4. What does your product do in the context of what’s happening in the market?
    This post should focus more on your product — sharing how it helps your target customers succeed. What part of their process does it make better? Continue using your mixed Facebook advertising strategy.
  5. What is your differentiating factor? 
    Share a killer feature of your product, and how it helps your target audience. Again, promote it using our ongoing Facebook advertising strategy.
  6. Repurpose to an Ebook
    Combine the posts you’ve created to write an ebook on the same general topic, and promote that too, using our ongoing ad strategy.
  7. Show real results from someone using your product in a webinar.
    Finally, use retargeting to capture some of the folks who have shown interest but have yet to take the plunge with a free trial or product purchase by advertising a free webinar. You can further boost your numbers here by using lookalike audiences to find new potential leads that might also be interested in attending.

Beyond An Advertising Sales Funnel: How to Integrate Advertising Into Your Email Nurtures

This is really just one strategy – and just the tip of the iceberg with what you can do with custom audiences.

What if instead of stopping the ads at that point, you continued to integrate them into your email nurture sequence?

This would allow you to create an automated email marketing sequence, with a “live environment” feel. Your customers would be receiving highly tailored content in an automated series specific to where they were in your nurture sequence… but to them, it would all feel like a product launch — a big event, they were participating in!

We’ll talk more about how we can use custom audiences and retargeting in nurture sequences next time!

Keith Perhac

Keith 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.

Infusionsoft Marketing Success: 10+ Experts Share Their Knowledge

At Segmetrics, we have over a decade of experience helping marketers improve their campaign success with Infusionsoft. In that time, we’ve found that actionable advice on key marketing metrics to be one of the most heavily requested topics by our clients, readers, and customers.

If you’re looking for actionable marketing advice, then you should take notes from the experts below. They lay it all out and explain the #1 metric that they deem essential to success with their Infusionsoft marketing campaigns.

We’ve asked some of the most successful Infusionsoft authorities, influencers, and business owners to give you their insightful advice on one very important question:

“What is the #1 metric that you always want to have front and center — and how do you get it in Infusionsoft?”

There werte many different answers to the above question, however, there were a few common themes that were echoes by multiple experts. Those themes are:

  • Tracking exactly who you want to track
  • Keeping your ‘finger on the pulse’ of your company with reports
  • Customer Lifetime Value Tracking

Read on for more detailed answers from our panel of experts and vote for your pick for the #1 Infusionsoft Metric at the end of the article.


Tyler Garns, Box Out Marketing

Tyler GarnsIf I’m wearing the Sales hat, Revenue.

If I’m wearing the Marketing hat, I want to see Leads, Opportunities, and ROI.

If I’m wearing the CEO hat, I look at all of those plus the forecast.

The forecast is made up of 3 numbers: the cash forecast (revenue set to autobill this month), the sales forecast (from an opportunity search), and accounts receivable.


Molly Richardson, Totally Infused

Molly RichardsonHow many active Members do we have in our membership program?

We have multiple options and prices for the membership (mo, quarterly, yearly) so there are multple recurring subscription products?

Currently, we do two separate searches…

  • active subscriptions for those products
  • contacts with certain tags without other (like refund, CANC, etc.)

These number NEVER match ????


Giancarlo Newsome, GForce Accelerator

Giancarlo NewsomeNPS (Net Promoter Score) is the #1 metric and we get it through an Infusionsoft campaign that takes the pulse of our network word-of-mouth sentiment. This allows us to catch negative word of mouth before it becomes damaging and fuel the momentum of the positive word of mouth while it is hot.


 Aveline, KA Online Solutions

I want to know how many leads have converted to a customer from my automated funnel! I get that via a few specific tags, some rules, and use a widget that displays the figure on my dashboard.


Denni Griffith

Denni GriffithNew leads by source for 7 days and 30 days… (and legitimate source – which isn’t easy to get from ISFT)


Ian Garlic, Your Authentic Web

Ian GarlicAverage Customer Value by Campaign


 Mike Connolly, Strategic Copy

Mike ConnollyWho wouldn’t want to get back $1.50 for every $1.00 you invest? When your business earns back more than it spends, it’s your market’s little way of telling you that you’re onto something… I think the best “out-of-the-box” Infusionsoft report for tracking this is Leadsource ROI.


 Carrie, The Virtual Project Manager

The #1 metric that one always wants to have front and center is conversions.

How many leads are you converting to sales? If that number is too low, then you need to ask how can you raise that number.

Infusionsoft, as the nerve center of your fully integrated online business platform allows you to see how leads are converting, how your sales are doing over time, to tweak your campaigns to test different emails, upsells, downsells, target marketing, to integrate with other analytics, integrate with all different types of apps and plugins to use for your automated system (webinars, events, etc.), etc.


Kelsey Bratcher, Hired Gun Solutions

Kelsey BratcherThere are a few:

  • Engaged Contacts
  • Openers, Clickers, Form Submitters, buyers, active subscribers, etc.

Metrics could be improved by showing total contacts vs. engaged contacts. Also how does this change over time as engaged contacts increase/decrease per week or month, etc.

To track this, in some situations I use google sheets and historical info.


Anthony Cassara, True Productions

Anthony CassaraWe want to know how many site visitors take our assessment and then go onto purchase something in the first 7 days.


Carl Bischoff, Business Fluid

Carl BischoffThere as few key metrics:

  • Contacts
  • New leads
  • Lifetime Customer Value
  • Average purchase
  • Sales
  • Best performing traffic source

If I had to pick one it would be growing the list each week, the top of the funnel, so a saved search on the dashboard showing new (and total) contacts would be the #1 metric.


Cindy Morus, Cindy Morus

Cindy MorusThe key metric for my business? Daily Sales Orders.

I have a Saved Search that I keep on my Dashboard via Saved Search widget. Unfortunately, I have to go in and update that widget for each new month.


Brad Martineau, Sixth Division

Brad MartineauThe two big core metrics are True Sales (Sales minus Refunds and Writeoffs) and our Monthly Recurring Revenue engine.

For True Sales

  • Sales from MRR that have already billed
  • Sales from MRR that are scheduled to bill but haven’t yet
  • New sales that are not from MRR

For MRR Engine

  • New MRR
  • Lost MRR

A ton of great advice from our panel of Infusionsoft Experts! Do you want to contribute to our next Expert Panel? Send an email to kai@segmetrics.io and we’ll reach out to you for our next expert panel.

Who gave the best advice for Infusionsoft Marketing Success? Vote Now!

Kai Davis

How SegMetrics can earn John Lee Dumas an extra $221,075

John Lee Dumas sold an impressive $2,137,739 in online courses in 2015. But did Infusionsoft’s lacking analytics cause EOFire to leave money on the table?

In this article, we’ll show how John Lee Dumas can use SegMetrics, our analytics software for Infusionsoft, to add at least 6 figures of revenue to his business.


John Lee Dumas is the perfect example of how giving away tons of free content can be very, very profitable.

Consider how much his business, EOFire, gives away for free:

  • Seven completely-free episodes a week of EOFire, his entrepreneur-centric podcast that consistently tops the iTunes business charts
  • Two 10-15 day email-courses on how to get started podcasting and hosting webinars
  • A steady stream of free webinars and PDFs

All of it, totally free.

And what is all this generosity worth to EOFire?

$4,005,181. Check out EOFire’s month-by-month revenue:

jld-revenue
Get EOFire’s full income report here

Clearly, John Lee Dumas is doing well. But where is that revenue really coming from? Which promos are driving sales and which are dead weight?

EOFire breaks down its income streams in its monthly reports, but with so much free content pulling people to the site and so many different opportunities to monetize those leads, it’s not clear which lead sources and content are the most compelling for Fire Nation and profitable for EOFire — and which should be retooled or abandoned.

Take John Lee Dumas’ online courses. They account for over half of EOF’s $4,005,181 in revenue ($2,137,739 to be exact). The cornerstone of EOFire’s marketing is their email marketing and automation, powered by Infusionsoft. Infusionsoft is great for systematizing his business, but it can make figuring out the true value of his leads almost impossible.

For all of its strengths, Infusionsoft doesn’t provide actionable reports to help you optimize your marketing. Infusionsoft reports are limited or hard to read. And exporting your data and manipulating it in Excel often results in data you can’t trust and hours of busywork.

So John turned to SegMetrics — our analytics software for Infusionsoft — to uncover the truth about where his revenue is REALLY coming from.

This is the first of a multi-part series that digs into how John Lee Dumas is using SegMetrics to better understand his revenue streams to super-charge his sales. In this first article, we’ll show you how SegMetrics is helping John answer four powerful questions about EOFire’s leads:

  • Do EOFire’s free email courses actually drive revenue?
  • Are the automated webinars bringing in money — or are they a waste of resources?
  • Which free PDFs are gold mines and which are dead ends?
  • How can EOFire use all of this to dramatically boost revenue?

(A big thank you to EOFire for letting us run their data through SegMetrics and share the results. The numbers and reports you’ll see below are all real. This is SegMetrics in action. To test-drive SegMetrics for your business, get your 14-day free trial here.)

Do EOFire’s free email courses actually drive revenue?

John Lee Dumas is a master at Lead Magnets and Infusionsoft marketing automation.

A Lead Magnet is free content that you exchange for a lead’s email address. If you use Infusionsoft smartly, you’ll then deliver an automated sequence of emails to that lead to provide them even more content — and eventually a sales pitch.

Here’s how EOFire does it:

Step 1: Lead Magnet
John created two free email courses that he uses as Lead Magnets: a Free Podcast Course and a Free Webinar Course. He made these easy to find all over his site.

jld-lead-magnet

Step 2: Marketing Automation
Upon signing up, leads are entered into an Infusionsoft automated marketing sequence that delivers 10 to 15 days of free content packed with some of John’s best strategies for launching and hosting successful podcasts and webinars.

jld-isoft-funnel

Step 3: The Pitch
The Free Courses not only serve up advice on how to be successful with your own podcast or webinar, they also give leads the opportunity to join one of EOFire’s paid courses — Podcasters’ Paradise and Webinar On Fire.

jld-email

But do these free email courses actually convert leads and drive revenue?

Because the EOFire team has set up Infusionsoft tagging on all leads who sign up for these courses — and you should too — we can use SegMetrics to see just how valuable the 1-2 punch of Lead Magnet/Infusionsoft automation has been.

We’ll walk you through the simple process.

First, we’ll create the segment in SegMetrics…

report-filter

And we can now we see the real lead value for the people who signed up for those Free Courses.

report-leads

In 2015, the 21,617 people who signed up for those Free Courses brought in $900,842 in revenue. That’s an average Lead Value of $41.67 (Lead Value = Revenue / Number of Leads)!

(Note that this type of easy, powerful data analysis is not available inside Infusionsoft, nor in any other Infusionsoft analytics tool. Only SegMetrics.)

What about people who didn’t join one of EOFire’s courses? To see what they’re worth, we create a segment of all leads who DON’T have those Free Course tags …

jld-dont-join

The 34,439 leads who have NOT signed up for those free courses have brought in $658,260 in revenue. That comes to an average Lead Value of $19.11.

That means that leads who sign up for the Free Podcast Course and the Free Webinar Course are 118% more valuable than leads that don’t.

Let’s step back and think about just how valuable this free content strategy is to EOFire.

In 2015, 39% of EOF’s leads joined one of their free email courses. On average, these leads are worth $22.56 more than leads who don’t sign up for the free email courses. This is in large part because these funnels are so good at giving high-value content and converting people into paying customers.

Even with stagnant lead growth, if EOF could increase the percentage of leads that join a free mini-course from 39% to 49% — and the Free Courses continued converting 118% better — that would add $126,424 in revenue in 2016. Just from giving away a free course to more people!

And not only are each of those “Free Course Leads” worth 118% more than average leads but the sales funnel is entirely automated.

Instead of taking hours to plan and promote a live webinar or write new copy, EOFire can automatically deliver the high-impact content it already has. This means that John and the EOFire team actually have time to relax, sleep or dream up new ways to grow their business.

That’s why we invented SegMetrics: So that smart companies like EOFire can get the answers they need to grow their Infusionsoft businesses and enjoy the rewards of a successful business.

And Answer #1? Yes, EOFire’s free email courses are money-makers, and John should put more energy in sharing these valuable tools.

Everyone Loves Automated Webinars. But do they Really Convert to Sales?

Yup. In fact, leads who registered for an automated webinar in 2015 have been worth $81.05 each — 243% more than leads who didn’t.

Check out how valuable these automated webinar leads have been:

jld-did-register

EOFire uses Easy Webinar to power its automated webinars. For the uninitiated, here’s how it works.

Step 1: The Registration
Leads receive an email inviting them to sign up for a webinar, or they find a registration page on eofire.com.

jld-webinar

Leads pick a date and time to watch their webinar. While the webinar is pre-recorded, forcing someone to pick to a specific time fosters a sense of commitment and importance.

jld-webinar2

Step 2: The Webinar
Upon signing up, leads are sent an email with a unique link for their webinar. This link will only work for the day and time they select.

When they show up for their webinar at the right time, they will see a free, prerecorded webinar on how to grow and monetize your podcast or host successful webinars.

jld-webinar3

All of this is automated, which means more free time for the EOFire team.

Step 3: The Pitch
At the end of the automated webinar there’s a pitch for either Podcasters’ Paradise or Webinar On Fire.

jld-webinar4

The results?

Leads who signed up for either of these Easy Webinars in 2015 have had an average Lead Value of $81.05. That Lead Value is 243% higher than the Lead Value of people who haven’t registered for the Easy Webinars.

jld-webinar-reg

How does the automated webinar stack up to the Free Email Course in terms of its overall impact on EOFire’s revenue?

Clearly the automated webinar leads have a higher average value — $81.05 vs. $41.67 — but there’s more to it than that.

We also need to consider that 21,617 people signed up for the Free Courses and only 4,081 people have signed up for the Easy Webinars.

As a result, the people who attended the Free Courses have generated $900,842 to date while the Easy Webinar leads have generated just $330,769. That’s a nearly 3X difference. There’s value in getting a lot of people to do something that leads to conversion, even if the resulting Lead Values aren’t as high as they are for the Easy Webinars.

But here’s what makes the ultra-high Lead Value of the Easy Webinar leads so exciting for EOFire in 2016: Getting an additional 1,000 people to sign up for those automated webinars could drive a $57,390 increase in revenue.

With SegMetrics, John and the EOFire team know where to direct their leads in 2016.

Ultimately, EOFire will want to heavily promote both the Free Courses and the Easy Webinars. Both of these marketing techniques involve automation that save them tons of time, and they both dramatically improve conversion rates.

Steal a page from the EOFire playbook and do both for your Infusionsoft business and track your results with SegMetrics.

How Does EOFire Know Which PDF Downloads Convert — and Which Should be Killed?

As with any Lead Magnet, PDF downloads have varying degrees of success. It’s important to not only track which ones bring in the most leads, but also which ones are ultimately responsible for the most sales.

EOFire applies Infusionsoft tags every time someone downloads one of their PDFs. This means – you guessed it! – we can use SegMetrics to easily track how many people download each PDF and how those people have converted to sales.

This time we’ll create a segment with ALL of the PDFs we want to analyze.

vids-for-gifs-downloaded-pdf

Now we can scroll down to the Table Reports – where we can also track conversion based on UTM parameters, Referring URLs and Products Purchased – and see the key metrics for all of the Tags in our segment.

vids-for-gifs-downloaded-pdf-tags-table-report

 

You can see that overall PDF downloads haven’t moved the needle as much as EOFire’s other pieces of free content, but the impact is still significant. The Lead Value of the PDF Leads is $40.44, 59% higher than the Lead Value of people who haven’t downloaded a PDF ($25.36).

Where we really start to see value is when we compare the values of the different PDFs.

The 11 Habits download and the EOFire Resource Guide have Lead Values of $30.64 and $34.56, respectively, both below the average Lead Value for PDF Leads.

Meanwhile, check out the Lead Values of the KT Burnout Template, the 4 Essential Principles Cheat Sheet and the Top 5 Reasons Podcasting is Exploding – all over $100!

jld-stats

That’s more than 2X as valuable as the average PDF lead!

Currently those 9,214 leads who downloaded a PDF have been worth $40.44 each. If EOFire can generate even a 10% increase in Lead Value by getting more people to download the higher-converting PDFs instead of lower-converting ones, that could result in $37,261 in additional revenue in 2016.

The takeaway here? Now that John and the EOFire team can track the value of their different PDFs in SegMetrics, they can promote the PDFs that boost Lead Values and retool (or scrap) the ones that don’t.

It pays to concentrate your marketing on the free content that works.

How can EOFire use all of this to dramatically boost revenue?

We’ve only run a few reports in SegMetrics and already we’ve identified an additional $221,075 in revenue John Lee Dumas could add to his business in 2016 — just by giving his audience more opportunities to join his valuable free content!

  • And extra $126,424 by sharing EOFire’s free email courses with more people
  • $57,390 more by getting 1,000 more people per month to sign up for a free, educational webinar
  • And $37,261 more just by swapping out high-performing PDF for low-performing PDFs

In our next report, we’ll use SegMetrics to measure the value of EOFire’s greatest free asset — the EOFire podcast. To be the first to read the full report, follow us here.

How do you use free content to promote your business? Use any of these techniques? Let us know in the comments. And of course, sign up for SegMetrics if you want to know the value of YOUR Infusionsoft Tags.

Keith Perhac

Keith 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.