Troy Broussard

Troy Broussard is an Infusionsoft Automation Expert, SaaS Business Owner & Best Selling Author at MyFusion Helper.

Troy has helped 100’s of Infusionsoft marketers over the past years and has worked with some of the top 8-figure marketers in the industry.

He has developed 4 businesses over the years on Infusionsoft and still run 3 of them today. He’s created 17 companies since 2001, one of them a near 8-figure company, and multiple multi-six figure companies.

In one of his prior companies – an SEO company – he grew it from $0 to $2.2M a year in just 22 months.

Expert session

Tactic that has had the biggest impact on Troy’s success

Dynamic responsive marketing automation

Result if you follow the steps in Troy’s session

Learn to create micro-segments that are hyper-engaged

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

So what I want to talk to you about today is what I call dynamic response. And, you know, there’s all kinds of different monikers for this in the industry. But, you know, marketing automation gives us the ability to really create micro segments, and this is where the power really becomes applicable.

Because, you know, everybody talks in their sales pitches, no matter which software they’re using, they talk about the right message to the right person at the right time. And really, what we’re saying is, that the key to marketing automation is creating these hyper specific micro segments.

Okay, and what dynamic response is about is rather than pushing information out and kind of force feeding somebody down your marketing funnel, it’s about creating different checkpoints in your business and in your process, so that people bubble up to you and reach out to you and have engagements that feel highly specific and very timely, and create those types of interactions.

And so it’s really kind of flipping the marketing automation on its end and looking at it from your customers pulling back from you as opposed to you pushing on to them. And so probably the easiest way to talk about it is giving a specific example.

So one of the things that I talked about a lot is using things such as lifetime customer value, or RFM based campaigns for recency, frequency, and monetary so that as somebody crosses over a threshold with you in there, relationship as a customer.

So let’s think about a membership site. And somebody that has renewed, they made their first payment on a monthly and now they make their second monthly, and they crossover into that third monthly payment, that we have a responsive event that triggers in regard to that and kicks off an automation.

And that automation, maybe something to open up bonus content and say, Hey, thanks so much for being with us the past 90 days, we really want to reward you for that. And because you know, you’ve been with us, we cherish our membership. And guess what, we’ve got this huge bonus that we just opened up, go check it out here, right?

And of course, always teasing them for what’s coming the next month to keep that retention along. But the concept is, that rather than, you know, pushing out all the time, we’re looking for these little engagement opportunities to respond to events that they’ve just taken. And this can be addressed in so many different ways throughout your system.

Think of a bill failure situation and somebody clicks on the link to update their payment information. Well, what if you treated that as if it were a sale? It really is. But people don’t think of it this way.

They think that it’s a billing failure. I’m just trying to get some money to get my credit card update, etc. But what if you treated it as a cart abandonment sequence?

And so somebody goes to click on that link to update their credit card. And then we give a timer we wait 20 or 30 minutes, we see they haven’t made the update, they didn’t actually complete the transaction.

And so we can send them a quick text and say, Hey, I saw you’re trying to update your credit card information we have in trouble. Here’s our phone number, text us at this number. You know, we’ll get it straightened out for you.

So dynamic response is really about responding to all of these events that transpire in our business and learning how to carve up our processes into these little unique opportunities where we can reach out and have a very specific and a very timely message to our prospect or customer.