Founder at Emerj
Dan Faggella sold his first business for six figures in 2013, and his last eCommerce company for over $1,000,000 in early 2017 in order to fund his artificial intelligence venture (Emerj).
Email marketing and marketing automation are his weapons of choice for high conversions.
Tactic that has had the biggest impact on Dan’s success
Email marketing and marketing automation
Result if you follow the steps in Dan’s session
Process to build and write a high converting architecture
Full session with video, notes, audio and discussion inside EHQ Club. Learn more
Expert session snapshot
I’ve gotten this a million times as a question. You know, well, how would I say segment, you know, leads as they enter?
Generally speaking, so without knowing someone’s business, you know someone’s business, like, if you basically ask a business owner, you’re grabbing by the shoulders and you say, hey, what are the main buckets that your leads fall into? That you need to treat them differently in order to sell them differently? They’re going to be able to tell you, right?
You know, when I used to do email marketing consultancy stuff, there were people who wanted more leads, there were people who wanted more e commerce sales and there were people who wanted more phone appointments and it kind of everybody, just over like two years, everybody fell into one of those buckets.
And that was like really the right way to segment them. That was kind of segmenting them by goal. So as it turns out Liam, in the B2B world, generally speaking, the easiest way to slice a list, and if you shake a business owner, you’ll usually get this from them anyway.
But if I come in outside or not knowing anything about someone’s business, I’d say slice people by their role or by their goal. And you’re probably doing better than just hitting them all with the same message.
So goal is what the heck are they after? What is the end result that they are willing to spend money to achieve?
Often, that varies in the B2B world. And if you can slice people by the major categories of what the heck they’re willing to pay for, well, that’s better marketing than hang up the same damn message.
And role could be what is their level within the company. Do you get a lot of, you know, VP and execs to come in? And maybe you treat them in a really different way and you get them on the phone right away, maybe you get kind of some lower level folks.
And there’s a different process to kind of coax them out and see if they’re worth your time. And so role and goal, if I don’t know the business we’re talking about, are often the best ways to slice the list to make the most of it.
Okay, when you say role, are you talking about, like, decision maker versus you know, what stage they’re at in the decision making process? I mean, what do you mean by role?
Yeah, so role could be seniority and decision-making ability. So, you know, executive business leader that you’re selling to versus somebody, you know, a little bit lower down in the totem pole, so to speak in terms of their ability to kind of move a sale forward.
It could also be divisions, right? So if you sell on, you know, if you sell a product that has to do with searching for intellectual property and like IP related stuff, you may get people that come in who are unlike the legal side of a big company, you may get people to come in that are on the innovation side, and they’re looking to search through IP to make acquisitions, you may get people that are on, so these are just divisions, right?
They’re not necessarily differences in seniority, they’re just differences in what part what silo of the company are you within which generally, I mean, hate to say it, generally kind of correlates to their goal. But sometimes it’s easier to ask people you know, which department you belong to. It’s a very instantaneous thing and making them think abstractly about the end result that they’re looking for.
So to be clear, role could be which silo are you in within a company or how high up are you. Oftentimes, those could be useful slices.
Okay, when we’re talking about, you know, slices and segments, maybe we should cover in a bit more depth why it’s important to be, you know, doing this right at the very beginning.
Sure, yeah. So since segmenting leads into different kind of categories earlier rather than later. And the easy way to think about this Liam is when you’re collecting an email address.
You can ask for name email, you know, you could ask for just email hypothetically. I mean, if we’re talking to b2b world here, you’re usually looking at name, email, maybe name, email, phone number, maybe name, email, phone number company, right?
We’re talking about three or four fields. Oftentimes, what we would do is we would add one more field right to the front end. And people are often like, Oh, no, I’m going to get so many fewer opt ins. Like test it, almost nobody gets notably fewer opt ins by testing the following.
Here’s what the following is; a quick drop down, you click it, it’s a quick drop down and it gives you to three or four options. Whatever your main roles and goals are, whatever your main slices are, and again, it’s different purpose. I’m not giving a blanket bit of advice there but you know, the core different kinds of customers that you have leads that you receive.
I’m sorry, just those four say drop downs, option drop down, are we talking then roles or goals?
Yeah, it could be either one. So whatever is more relevant for your business. I tend to bias myself in the direction of goals because I like to bucket people by why they’re willing to spend money. And I’ll tell you why Liam, because I know the button that’s on their chest.
Everybody has a magic button where if you press it hard enough, the wallet comes out. And if you know why somebody spends money, like if you know what the end result, that is the reason that they would cut a check, then you can keep hammering on that button.
Every email can pound on that thing. And so you can say, you know, if you know somebody who’s interested in intellectual property search for the sake of acquisitions, you can talk about acquisition case study. You can talk about testimonials from other people that have used your software.
And that way you can talk about the possibilities for acquisitions, you can always hammer on the ultimate reason that they’re going to ultimately drop that cash. You don’t have to talk about 50 other things about IP, so I tend to bias goal for that reason.
But again, different people can slice things in different ways. But I very much recommend finding three to five buckets under which all of your leads can fall to the point where you can speak to them uniquely and close them better.
And adding that simple field, you might see a 3% in terms of like, let’s say of 1000 people that land on your website right now, you’re getting 30 of them to turn into leads. You might see a switch to make it 25, you might see a switch to make it 35. It’s going to be like that level of areas but your ability to squeeze as much juice out of each of those oranges as you can is going to go up.
So if you have you know, 40% better chance to get a first appointment, and you have, you know, 8% less leads. It’s just the math is like, ridiculous. Like, it’s sort of like dumb math. It’s like a second grader stuff and like, the money’s just a lot better.
So that’s the validation. So do it early. Because Liam, if you get somebody to open your first one to three emails, the likelihood of them opening email 12 is rather good. If they don’t open one, two and three, the likelihood of 12 is very bad.
And so, if you segment them off the bat and the first three are right to what the heck they care about, then by golly, six months later, that person might be hanging out and they might decide to call you when it’s time to buy.
And so relevance quick, makes make sure that we can squeeze as much juice from every orange that we get as possible.