How To Scale Personal Attention To Increase Profits

While Actually Working Less

Jermaine Griggs

For These Slides & Free 26-pg Report,

How To Harness The Power Of Automation To Make
More While Working Less

Visit:
www.AutomationClinic.com/brad

1
 Who I Am
Grew up in Long Beach, CA
Started Hearandplay.com in 2000 with $70
By 19, we grew to mid-six figure business
By 21, surpassed seven figures
Today, our total sales exceed eight figures
Having bootstrapped, I attribute much of my success
to the relationship I have with my customers (which is
strengthened & fueled by automation & follow-up)

Who I Am
Infusionsoft Ultimate Marketer 2011

Have spoken at the last 4

Infusionsoft Events (Conquer &
Grow, InfusionCon 2011, Customer
Tour, InfusionCon 2012)

Most importantly, a happy

Infusionsoft customer and success
story.

2
The Griggs Quintet

Get these slides at

www.AutomationClinic.com/brad

HearandPlay.com

3
 Get these slides at
www.AutomationClinic.com/brad

AutomationClinic.com

What is Marketing Automation?

4
 Get these slides at
www.AutomationClinic.com/brad

Many Ideas Come To Mind

Using technology to follow-up with customers
automatically
A system that integrates multiple channels:
e-mail, direct mail, phone, etc
A system that completes redundant tasks for you,
freeing you up to work on your business

Marketing Automation

The Process Of
Scaling Personal
Attention

5
Automation and Personal In The
Same Sentence

An
Oxymoron?

No.

6
 Get these slides at
www.AutomationClinic.com/brad

Scaling Personal Attention

How It Works

Relies on collecting lots of data (always be

collecting data!)

Uses data to segment prospects & customers to

deliver personal experiences via multiple
channels (e-mail, phone, direct mail) a human
could NEVER manage.

Get these slides at

www.AutomationClinic.com/brad

Data Collection
Why Collect Lots Of Data?

Why Not? You have 100 custom fields (get your moneys
worth!)

Segmentation Being able to separate prospects &

customers into different buckets
(right message to right person at right time)

Insight - Understanding their wants, desires, needs, who they

are, where they are, why they need you. (What you think
they want may not be what they want)

7
 Get these slides at
www.AutomationClinic.com/brad

Data Collection
Why Collect Lots Of Data?

Personalization Being able to talk directly to that person

because of what you know about them.

Asset If The Moneys In The List, A Fortunes In The

Data-Rich List

Get these slides at

www.AutomationClinic.com/brad

If speaking is silver, then listening is gold.

-Turkish Proverb

8
 Before After
We asked for skill level and favorite Ask the same questions but actually
style on opt-in form started USING THE DATA

Same follow up to all users with Users are segmented & receive
personalized fields (i.e. learning authentic e-mails based on style, skill
[jazz] piano) level, and behavior (clicks/purchases/time on
page)

There was a set-in-stone schedule Everything is conditional and based

of follow up e-mails on user behavior. One e-mail may
trigger another, and another.

Get these slides at

www.AutomationClinic.com/brad

9

Before
Used a one-to-many broadcast
tone because we had no choice
Once in our system, no additional
data was used to alter future
communications (static follow-up)
Once the sequence was over, it was
over
Get these slides at
www.AutomationClinic.com/brad
After
Use conversational tone & reference
past actions taken (e.g. - Bob, I noticed
you checked out my last gospel lesson on
traditional hymns)
Every action taken results in a tag
added to their profile, which can be
used as a condition in future
automated steps (dynamic)
Like quantum physics, packets of
possibilities exist based on
accumulated profile data (promotions
can be repeated for those who didnt click or
buy, new promotions started, etc.)
10
Data Collection

Data Collection

11
Data Collection

Data Collection

I created wordpress
apps to collect all
this data

12
 Before
Had no way to gauge how
responsive a prospect was
Offers were sent at arbitrary
intervals (based on generic research
but not tailored to prospects
receptivity)
Prospects had no control over what
messages they received
An Automated Sequence With 171 Steps
After
Using lead scoring & attaching points
to each action (click, view, time on
page, purchase), distinguishes hot
from cold leads/customers.
Offers are sent when prospects pass
certain thresholds (lead score, x of
last y messages clicked, avg buying
cycle period exceeded, etc.)
With the insertion of a simple
trackable link, prospects can be asked
to click if they have interest in receiving
further details on the subject matter (or
even yes vs no links)
13
 Get these slides at
www.AutomationClinic.com/brad
171 Steps? Are You
No Crazy?
Segmentation: Not all prospects will receive all 171
steps in 365 days. The steps act as possibilities.

Some steps are genre-specific

Some steps are behavior-specific
Some steps are holiday/anniversary-driven
Some steps are cyclical
Some steps utilize multimedia

14
Multimedia

15
 Get these slides at
www.AutomationClinic.com/brad

Closing
The more you collect, the more you know
The more you know, the better you can relate
The better you can relate, the more effective youll be
The more effective, the more sales youll make
The more sales you make, the more customers you
get
The more customers you get, the more fans for life
you create

Get these slides at

www.AutomationClinic.com/brad

Invest the time to set it up

And let automation virtually run your

business on autopilot

16
 3 Types Of People
Those that MAKE things happen

Those that WATCH things happen

Those That Are WONDERING What

Just Happened

Thank You

Get these slides at www.AutomationClinic.com/brad

17