Lead Gen Clinic

You Deserve This Time!
Silence the Phone
Close the Door
Grab Pen, Paper or Evernote
Free to Create!

Does This Sound Like You?
You are busy with a lot of activity
with:
more channels
more programs and
more stakeholders.

You are getting business primarily
through referrals and not finding it
through other methods.

You have thought about pursuing
different strategies but have been
able to turn it from idea to execution.

You feel
dissatisfied
or
awkward.

FAST ACTION BONUS
50 Lead Gen Ideas to Start in 2017!
(includes resources)

What You Will Learn
How to get the marketing results
that you need by spring using an
easy step-by-step method.

I Became
Obsessed
With
My Process

100s of Businesses
• USA
• Canada
• UK
• Australia

You Must Have this Process
• Plan
• Budget
• Execute
• Report

Or…
• Get it done now and get it done right!

Or…

Agile Process
Software developers learned this a long time ago –
now it is time to apply it to marketing!

Development Frameworks
Waterfall
• Long-term planning
phase
• Predictable schedule
Agile
• Able to respond quickly
to change
• Short sprints

Development Frameworks
None
• Lots of projects starting
• Few finishing
• No results
Agile
• Able to start and finish
projects
• Responsive to changes
in the environment

Faces of “It Didn’t Work”
Team
• Cynicism
• Embarrassment
• “Hot Potato”
Individual
• Back to relying on
word-of-mouth
• Reducing size of goals

Insight
You need to understand your prospect
better than they understand themselves.

How To Do This
Existing Target:
• Yourself (if you are customer facing)
• Sales Team
• Talking to customers themselves
• Demographic analysis on your current customer
database
New Target:
• Survey research
• Competitive Analysis

Existing Target
• Information sources: anyone that is customer-
facing
• Owners
• Sales
• Service*
• Who are your decision makers/influencers?
• Can you easily group like people together?

New Target
• Ask Method
• Survey research
• “Single biggest challenge” question
• Depending on the length of the answer, see the pain
that they are in
• Do qualitative interviews as well to those that respond
• Survey more informally – actual users of the
product or service or competitors of the product or
service

Three Goals
• Educate (LinkedIn)
• Entertain (Facebook)
• Empower (Facebook)

What this Answers
• Where these people hang out (ie. what is their
media diet?)
• What messages this market will want (ie. what are
they normally looking at?)
• You need to reach them “where they are” – they
are not what you want them to be, they are who
they actually are.

Human Connection
• Attachment is at the basis of human connection
• Getting too close too soon seems aggressive
• Seek to be understood before they want to
understand you

Mary Ainsworth – Strange
Situation
A child who is securely attached to its mother will
explore and play freely while the caregiver is present,
using her as a "safe base" from which to explore. The
child will engage with the stranger when the
caregiver is present, and will be visibly upset when the
caregiver departs but happy to see the caregiver on
his or her return. The child feels confident that the
caregiver is available, and will be responsive to their
attachment needs and communications.

Human Connectedness in
Marketing
• People need to have a “safe base”
• You need to reach them where they are
• You don’t need to “shout” (though you may need their
attention!)
• People will engage with you when they have a “safe
base”
• Listen first (if possible)
• Start from their needs

Internal Goal
Enjoy the Journey!

Internal Goal
Elevate every room that you walk
into!

Test
• Don’t rely on one “big bang”
• Focus instead on a bunch of smaller initiatives
• You don’t have to publish that you are doing it this
way too widely!

How to Create Tests
• Focus on “Minimum Viable Product” – this is not
the neighbourhood that you will live in
• Start small, get fancy later
• Make it an “educated guess”

What is Working Now
• Google Remarketing
• Facebook Retargeting
• Facebook Live
• “Boosting” Facebook Live posts
• Facebook promotions to friends of people who like
your page
• E-mail marketing (it still works)
• PPC (not in all markets)
• Targeting e-mail lists
• Webinars
• Public Relations

Tools for Testing
• LeadPages
• Canva
• UpWork
• Google Analytics

Cold, Warm, Hot
• Cold – people on “other people’s media”
• Warm – people who have shown initial interest:
• E-Mail list
• Facebook list
• Google remarketing list
• Hot – people who have already bought (this is not a
reason to stop marketing)

Cold, Warm, Hot
• Cold: get them to subscribe
• Warm: get them to buy
• Hot: upsell opportunity (renewal opportunity)

Example A
• Site Sponsorship
• PPC
• Direct Mail
• Deals Site

Example B
• Start-up events
• Women’s events
• Marketing events
• Working with extended teams
• Social media
• Local chamber of commerce

Tips on Running Tests
• Understand what you are going to test before-hand
(tip – focus on measurable results – sales, leads,
downloads, applicants).
• There are no sacred cows – kill stuff that isn’t
working!
• Try to keep the budget as low as possible while still
getting a good test.
• Once you figure out something that is working,
retest based on different variables.

Special Note
• These are not statistical tests
• Don’t focus too much on the “perfect test”
• This is Marketing
• Instead, decide on your result from the outset and
TEST

Retesting
• Try creatives tests on the same medium
• Note – headline is the most important variable!
• Test different types of the same thing that is
working (events, websites etc.)
• Look carefully at the demographics that are
working and test different places where that
demographic lives.

Unite
• Once you have some successful tests under your
belt, you can start to unite others behind you
• This is a not-to-be-forgotten step

Creative Ways to Unite
• Individual discussions thinking of the pain that you
are solving for each of them
• Meeting of minds
• The more involved people are, the more engaged
they will be in the final decision

Creative Ways to Unite
• Introductory videos
• Videos of early adopters
• Crowdsourcing of ideas
• Google Analytics for decision makers
• Get them on board and enjoying the process

Unite – Sample
• Creating a committee on messaging.
• Send the draft around the committee.
• Messaging got completely created by the group,
and the group became completely on-board rather
than it being top-down.

Unite - Sample
• Found like-minded people who want to achieve the
same goals.
• Genuinely connected.
• Got them to contribute their skills.
• Created a brand, a website, cards and more.
• Don’t be afraid to ask for a favor, but also always
give favors in exchange.

Unite – Sample
• Created a brainstorm list of names
• Got people to vote on those ideas
• Based on the results of the top 5, tested it with
Google Display Network A/B/C/D/E testing
• Once idea was chosen, crowdsourced a cover
• Got key people to review the cover and vote
• Used the Google Display Network and did
A/B/C/D/E testing again

Now you have a
COIN OPERATED BUSINESS

Coin Operated Business
Put a coin in (5%) get your result out (100%)
Put in a nickel, get out a dollar

Scale
• Based on your tests, find out:
• What is working
• What needs to be tweaked
• What needs to be brought to a different audience.
• Find prices for each element
• Create a formal budget and plan (planning coming
soon)!

Scaling Guide for
Bootstrappers
• Start with a savings ($300)
• Take advantage of free offers from Facebook and
Google
• Do various tests with a clear goal
• Based on the success or failure of the tests, re-
invest your profit
• Grow your marketing methods 

Plan
• Now you have the system in place, you can plan
budgets and execution.
• If you are an entrepreneur, it is a good idea to
invest money you have made in the initial stages
back into the new campaigns.
• Excellent and simple tools for planning.

Tools for Planning
• Written goals
• Project Lists
• Gantt Charts including dependencies

Projects List
• Headings:
• Project
• Accountable
• Green/Yellow/Red Status
• Stakeholder
• Details
• Next Steps

Gantt Chart
• Show list of projects
• Show dependencies
• Show planned dates
• Make the chart simple so you can be flexible

Daily Meetings
• Scrum-style
• What did you do yesterday?
• What are you going to do today?
• Update everyone on any changes that have recently
happened

Why Did You Show Up?
• You wanted more leads by spring.
• You wanted to make a change in your business or
your environment.
• You wanted to feel HAPPY.

Question
How can you make this happen by
spring?

Options
Go It Alone
• Find pieces individually
• Use information that
may or may not be up
to date
• Go it alone and perhaps
lose motivation
Journey With Me
• Use a unified system
• Have the latest and
used by a current
practitioner
• Have support

The Gap
• Agencies are expensive
• Consultants and gurus are experts only in what
they understand

The Gap
• Many PhDs in marketing are not practitioners
• Marketing journals are not read by a practical audience
• Many have never actually run a real campaign
• College instructors do not necessarily disclose their
results

Lead Gen Masterclass
• Intimate group of people looking to expand their
business
• Meet on a weekly basis for 5 weeks
• Includes a weekly worksheet

• A model for the 2017 environment
• Get the entire system presented on a weekly basis
• Practical, hands-on advice
• Motivation
• Connection

$199 USD
$249 CAD
£ 149 GBP
Limited time: Enroll before January 26th and you will
get ONE HOUR FREE 1:1 Coaching

Limited time: Enroll before January 26th and you will
get ONE HOUR FREE 1:1 Coaching
www.jbnetwork.co/leadgenmasterclass

My Guarantee
You will get results by spring, or you
will get a FULL refund.

Total Value
• 5 hands-on sessions - $500
• 5 worksheets - $250
• 1 hour of coaching - $200
• Total: $950
Instead, I am offering this up for $199 USD

Marketing Coaching
• 1:1 Coaching walking you through the system at
your own pace – paid in 5 installments.
$100/session USD ($499)
$120/session CAD ($599)
£80/session GBP (£ 399)
www.jbnetwork.co/leadgencoaching

What Happens Next?
jbnetwork.co/leadgenmasterclass
Jbnetwork.co/leadgencoaching

50 Lead Gen Ideas to Start in
2017!
www.jbnetwork.co/leadgenideas

Thank You!
• I've been reflecting a lot about
my past experiences and I
wanted to thank you for being
such a great mentor and for
believing in me. All the things I
learned in my first job are
fundamental to who I am
today. – Tiffany Y
• I had the pleasure of working
for Stefania during the
formative months of my first
foray into marketing. She was
attentive, patient, and
provided a wonderful role-
model to develop myself and
grow into a new career. -
Cameron S
• I don't feel like I'm working
when I'm with Stefania. It
feels more like I'm building
a sand castle at the beach,
only that what we end up
building is so good, that
passerby's stop to admire.
• Jon L
• Stefania is easy to work
with. She listens. She knows
what she doesn't know, so
when she makes a promise,
it's a guarantee that can be
counted upon.
• Doug R

Lead Gen Clinic

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