How EECs Lower CAC & Increase Buyer Intention

and today I'm not here to talk about an sas growth tactic uh I'm in indirectly there to do it but I will talk about um one email marketing tactic that is often overlooked by SAS companies that you can use to double your um website to lead conversion as well as turn two to 10% of those leads into paying customers so over the next 20 minutes I'm going to show you three things first we're going to talk about the

problem which is leaky bucket syndrome and we're going to dive into what that is in a second and what what kind of problems that is causing you as well then we're going to dive into the solution for that which are eecs or educational emac courses and how they fix leaky bucket syndrome and lastly I'll give you three action steps on how you can Implement educational EMA courses to solve your leaky bucket syndrome sounds good all right guys so let me start here with a

question so if this applies to you you can raise your hand how many people in here capture emails on our website by offering a free demo or a free trial of your sass one perfect how many people in here capture emails by asking people to opt in for their newsetter two three kind of is and how many people here aren't capturing emails at all and just send

traffic to their homepage and drive them to a vssl or a signup should be none because you guys did other stuff so you don't need to be shy because I went onto all your websites and I checked out all your stuff and I stalked you uh as a Swedish spy um and um there's a problem here which is that you guys are running SAS companies that are doing millions or even tens of millions of dollars in Revenue each year and you have a crazy level of

sophistication when it comes to your SEO and your top of funnel stuff and all that kind of stuff um but chances are that your email capture looks more like something from 1999 right and the core problem is that SAS companies think that the best way to capture leads from website visitors is to do one of three things they drive people to book a demo button to sign up on this mysterious

page with these 3D polygon cool I I love those or they use an AI chatbot to capture consider this stat only 0.9 to 2 actually uh buy after they visit the remaining 99% this is what we call leaky bu bucket

syndrome where you have I I wanted to like jump here and like show you how you have these 100% of website visitors coming here at the top using SEO and paid ads and social media and whatnot but then actually can I use this a point yeah but then only one to two% of those become leads what about the remaining 99% what happens with them right when you have leaky bucket syndrome it materializes in three

different symptoms your cat goes up your ad spend goes up because you're spending all this money to get people up up right here but you're not converting people down here and also your SEO effort goes up because you're trying to get more people up in the funnel at the very top um so you're like you're just working on your SEO right um and again the the reason why this is such a uh such an Insidious

problem is that when you when you have leaky bucket syndrome you tend to focus on the top funnel here and you try to get more people to buy from you and you overlook the middle and you think the only way to solve it is by doing more of the stuff that's at the top you do more SEO you do more paid ads you do more social media but it doesn't really fix the foundation problem which as you can see is here in the middle right like if you have a leaky bucket you would not pour more water into it you would get some kind of duct tape and and fix

that so what can you do about this let me introduce you to something that's called an educational EMA course so what is an education email course an educational email course is where you present something of value to your reader in exchange for their email and this is not a download this is not a white paper and this is not a one pager just about how how great your company is but rather this solves a specific

problem for the reader and the way that you can think about this is that you're packaging up five to seven educational emails into a nurturing sequence um as almost like an like an ebook where you have this physical packaging here that increases the perceived value of it and then once people opt in for that um they get put into this nurturing sequence here where they receive all these emails and the reason why this is uh

effective is that um when you when you have an e uh you kind of plug this middle of the funnel here where you do not have the Leaky uh funnel uh sorry the Leaky bucket syndrome anymore in the same way because your putting this like cauldron in the middle right you are not uh anymore just trying to take website visitors into leads but you have this middle intersection so that the people that do not want to buy just yet they

have another option right so for example say that you are uh a LinkedIn analytics software people visit your website before people want the LinkedIn analytics software what do they want they want to grow on LinkedIn because if they didn't want to grow on LinkedIn they they wouldn't have the problem of of wanting to have a LinkedIn analytics software what would your email course be about then your email course would be educating people about um how to grow on LinkedIn and then maybe one of those five components of growing on

LinkedIn is hey you got to check your analytics you got to know how this works and then you can go by the way if you need an linked analytic software we do this and this and this where you come in and you're really not selling people but you're educating people and and who here was at um Irena hoodes um keynote yesterday yeah you were there um for those who weren't there like the basic idea was that she had studied a bunch of geners those animals basically me um and

um she studied their purchasing behavior and what she arrived it was that gen zers do not want to be sold to they want to be educated and 60% of gen zers or sorry geners want 60% of the sales process to be done before they get in touch with a sales rep and this is very much conduc to it because you're educating people before they get in touch with your sales team right and all of this means that your cat goes down because you're capturing more of your hard-earned we

traffic your paid ads get more efficient again because you're capturing more of the people that you get to your website and also you have higher quality prospects entering your funnel because you have this this educational resource that is positioned as a kind of solution to the problem before the problem right your software solves one problem then an ajen problem is solved by the email course but you do not need to just take my word for this there's three different case studies that I prepared for you

today um of how you can apply of of how e successfully have changed the funnel so this one right here you can see this I learned this new American term which is hockey stick you know you can see that um this company actually got 10,000 extra leads within four weeks of launching their education email course their email is growth went from 559 per month to over 5, 5,500 people per month just by implementing an email course which meant that their

email list was growing over 893 per faster imagine what you guys would be doing with 10 times as many emails imagine how many more leads you would have to reach out to and then here we have category Pirates where um they're an information product and they had a problem that they had launched a new 1K uh digital product but people weren't buying it from their email list so they said okay how do we solve this so I put together an education email course with them and then what we did is this is

slight slightly different um application but rather than connecting the top of the funnel with the middle of the funnel we connected the middle of the funnel was their new Setter with the bottom of the funnel so we deployed an email course down here where we educated people about this product because at the end of the day the only reason why people are not buying is because they do not see the value in the product provided that they need it right and then you can deploy Emil courses to educate them on the value and the interesting part here is that we found that the people that went through the

Emil cour converted 35 times better than the people that just went in from the newsetter which really shows that you you have an EMA course to hyper warp people through the sales process by educating them and then the last example here is an AI company where over the course of 12 months they collected 16,000 extra emails and drove over $150,000 in Revenue which is a third of the revenue um just by deploying an educational emac

course and as you might be able to tell by now education EMA courses they lead to all these types of different cascading effects throughout your funnel because when you have an EC it leads to more Ops on your website which then leads to more leads which ultimately leads to more sales and you can apply e for all all kinds of different things you can use them for onboarding sequences offboarding sequences upsell sequences uh new feature sequences whenever education is a problem that you need to solve with your customers or

your prospects so what can you actually take away from this presentation and what can you do uh today uh next week and next month to start making more money from your uh your existing website traffic well three things so first of all you need to investigate you need to think about what percentage of your website visitors are becoming leads today then let's interpret those numbers

are 5% or more of your website visitors become leads today then you're doing really well you're doing excellent if 3 to 5% are converting you're doing well but you still can do better right if one to two% of people convert you're doing average and who wants to be average and then if 1% or less of converting you're doing poorly but on the on the on the positive side that means that you're like if you're converting less than 1% of website visitors into leads that

means that you will benefit the most from implementing an education email course or an equivalent because it will have the biggest impact in jump right and intervene which is the third step here which is if you're below 5% in a conversion rate build out an EC or an equivalent for your company um and plug it on your most visited Pages plug it on your homepage plug it on your landing pages plug it on your blog posts uh and also use popups on exit Behavior there's a real cool app called write message for

this so uh whenever people are about to exit your website doesn't really work to sell them on the product right because if I wanted to buy the product um and you hit me with like oh we have a 75% discount uh and but I was about to lead the website anyway like I won't buy it because I was about to leave the website anyway but when you keep people hooked on their educational resource and you say it's kind of like you ask a person you ask a prospect do you want to marry me that's buying it's a big ask

most people won't be ready for that unless you're Brad Pit then you have decent odds at that but what you want to do instead is you want to have a smaller ask and you want to give value up front which you can do for an emac course where you say hey do you want to receive this free education resource that will teach you the five mistakes that uh people are making when they try to grow on LinkedIn you're giving away free education value and you're frontloading their relationship with value kind of like going around with flowers and some chocolate and asking somebody for a date

right and it's I I love this dating analogy because selling people is really the same you know you you um ask them out do you provide a lot of value over a long time and at the end they convert so over the last 20 minutes I showed you three things I showed you the problem which is leaky bucket syndrome which means again you have a bunch of people coming in at the top of the funnel but only one to two% of them

become customers I showed you how education Emil courses fix the Leaky bucket syndrome and I also tell you how you can tell if you have leaky bucket syndrome and what you can do about it now I see that we have a little bit of time left so I'd love to just use this as an open um Q&A before I see my next awesome speaker is about to to come up here um I don't have the time to show you exactly how to build an EC um but I'd love for you to just take my email here walk up to me afterwards I'll be

here all afternoon um you can send my email to your CMO your head of marketing whatever who who's doing the website and that kind of stuff and i' love to to just help you have a bunch of free uh resources available that will will be able to help you so thank you everybody [Applause]