Rob and duplicate reverse engineer. I go on, I use Google, I search for terms in my industry and I see if anybody is running ads for Beacon Lead Magnet, I go on my competitor's websites, I look at other resources and I see what are they giving away? Hi, I'm Dan Martel and this is the SaaS Growth Show by SaaS Academy.
And in this video I'm going to share with you my very proprietary custom beacon lead magnet framework. It's how I've been able to generate hundreds of lead magnets, literally taking very little time, like most lead magnets. Take me less than an hour.
But the beauty is that it's been able to generate millions of dollars in profit for my companies. And I've taught this to hundreds of internal clients within SaaS Academy. It's never been made public, but I wanted to share this as we launched the new YouTube channel, Be sure to Stay the end.
We're going to talk to you more about the lead gen summer campaign we've got going on right now to make lead gen a issue of the past for you. Grab your notebook and let's get into it. The beacon lead magnet builder is a cornerstone marketing component to demand generation in a SaaS company.
Some people can appreciate how important this is, but I know all of the success of my clients come from creating demand and it sits on the basis of the beacon lead magnet builders. Here's a challenge. Okay.
I want to ask you guys all in the chat to answer this question. What's the hardest part about building the building part of a beacon leaning or lead magnet? If you don't know what the lead magnet is, we'll get into it.
But what is the hardest part about creating an asset? A resource that your customers grade you their contact information or the traffic trade you the contact information for that resource? What's the hardest part for you?
I've got to I know what to build. Totally get that one, Evan. Something that only they will want.
No one else. So that's a good one, MARTIN. What to make perfect?
RYAN Editing it down. Got it. Brian says where to start.
Ron says, What do we build? Content? Says Brett.
Jay What topic to cover? VERGIL The actual content, the messaging says Luke. The color block and test makes a lot easier try and yet totally true value content where they are.
I'm going to give you it all today. That is my commitment. I will deliver on that promise.
Now if you challenges that you're probably running into some of you guys wrote them down in the chat you have an answer to answer in the chat. Number one writer's block. I want to create this resource that people are willing to trade me their contact information to download, but I don't know what to write.
I'm going to teach you guys a framework for making this brain dead simple. Number two, I got the thing created, but I got no downloads. It's like building a warehouse ready to collect.
All these amazing customers are supposed to show up, but you got nobody in the warehouse, nobody showed up, nobody download it, nobody gave you their their email. We're going to fix that problem or that you've got people showing up, but they ain't doing anything that's making your business better. They're not driving action.
It is not designed to drive customer demand because something's off. This is a real world example place called Warped Cafe not too far from here. My my friends Wade and Jean own this cafe.
They've never asked me for business advice, so I don't give it my rules. I want to be the lighthouse, pun intended. Just realized that it was in their logo, not the tugboat.
But if they asked me, I would tell them a simple answer, which is Nobody knows you guys exist. They literally have a green shack on the wharf. They sell coffee, but nobody sees their logo because everybody drives backwards down that road.
And the sign is that facing the opposite side of where the traffic is going, they've never asked me. I've never told them, but I don't. The problem is the other thing is check this out, Jean.
Amazing. They're both retired. They decided to retire this beach community and create this little coffee shop.
Jean makes everything by hand. All the little pastries in that little cabinet there. The glass cabinet, all made by Jean with love, all organic products, handmade, not store bought made organic wheat.
You guys see any of that on the signs? Well, let me tell you, it's not there maybe can't read that small so they have a problem that the thing they created isn't working. It's not driving action.
Some of you have this problem with your lead magnets. They're being downloaded, but they're not driving trials and not driving demand for demos, etc. We are going to solve that today so that you can create something that just floods your pipeline with new opportunities.
My promise number one, content. Claire, I'm going to show you by number of paint by number, this section, this section, this section. We're going to deconstruct them to tell me why it's important.
Okay. I'm going to give you content, clarity for how to name it, what to put in it, how it all works together. Number two is I'm going to teach you a framework to assess, is this the right thing that's going to be valuable to my market?
Will it create value just like Bitcoin? Bitcoin on its own doesn't create value, but it's the desire of Bitcoin that makes it valuable. So if there's no desire, it is invaluable.
Some of you guys have great things you put together that adds a lot of value, but you didn't package it in a way that creates value or is not easy to understand so people don't consume it. Okay. And at the end of the day, marketing's job.
If you if you're in charge of marketing or your marketing director, their number one job is very simple to generate demand. Okay. So everybody, if you get this, their job is to create a resource that is so valuable to the market that you serve, that they line up just like in and out, how many people have been in and out, type in and out in the chat?
Have you been in and out? Type it in the chat? I want to know Gregg was quick to put his hand out double, double animal style.
Anybody in and out, in and out. In and out. Come on.
Perfect. So then you've probably experience the in and out lineup. Okay.
I don't have lineups like that at other burger joints, but dining out is. It's a spot, right? I want your beacon lead magnet to be the bomb dot com.
I want it to be so good that people talk about it in your market and people that don't even use your product. Because I believe if we do it right, our marketing will serve more people than our product ever will. If we do it right and we're going to create demand.
So how many new leads you want to generate next month through your B? Can we write a number below in the chat? How many new context you want to collect next month in your business through a powerful beacon lead magnet?
We hear from everybody in the chat. Martin says 100 leads a month. Perfect.
Patrick 1000. Vergil 100. Adam 100.
Chrissie 100. Brant 50. Luke 50.
J 5500. Member might stir, maybe rename their 130 eager 100 come out again if you go and renamed yourselves to first name our company, that would be amazing. R says 50 Jennings says 1000.
Perfect. Okay, I can deliver on the beacon. Lead magnet.
Okay. And we'll talk about how to get demand for it. But I want to give you a quick case study.
It's one of my favorite ones. And I have the I have the link open perfect ambition is a software for sales teams to I'll just go to their website so you guys can see it. Okay.
So they're enterprise, gamification, sales team product versus product for that. So they have a resource section for templates on their website. Okay.
I'm going to pull it back up. I think I can do this. Let me see if I can move back and go back burner.
So they have a section called templates. Now check out all these templates scorecard template for Bam's. I don't know what Bam's is, but I'm assuming if I was a sales leader, I would probably know what a Bam's is.
Scorecards are template for toast. I'm starting to see maybe there's a pattern. Maybe they create a sales template for all different products, maybe chose as a sales methodology.
Right, exactly. Maybe if the CRM, I don't know. But they've created all these templates and they have different sections for these templates.
They have coaching templates. Look at this. So I want to ask you guys in the chat, why do you think this is so interesting for me to teach you guys?
What do you like about what they did? If you just look at the scorecards templates, the gamification templates, contest templates, why do you think this is interesting? What do you like about this in regards to generating demand?
I want to hear from everybody in the chat. What do you like about this? I've got Greg says to rename yourself, oh, sorry, wider net, says Paul.
Yeah, choose your own adventure beacon remax is Adam. Yeah. Rent share.
I like the share button. Yeah. You can get dialed in persona info.
Yeah. Something for everyone. Yeah.
Yep. See why. Okay.
Patrick says choose your own adventure. Here's why it's powerful. A few things.
One, they created templates to do the thing that you could do manually that your software automates. Why is that important? Because I want to attract people that are in-market for my solution, even if they don't realize it, because they're at least in market to solve the problem.
They've discussed that my product console that's the big idea to each one of these lead magnets stand alone on their own page. So guess what they do with every one of those dozens of beacon lead magnets? Anybody want to guess what they do with them posts in the chat below?
What do you think they do with each one of them? What are they doing with those becoming magnets? Brian And they're collecting info?
Yeah. What else are they doing? How?
What can they do with that? They run ads toward them. Like Luke said, it's run ads.
They run ads for every search term that people are in market looking for it. They market it, they promote it, right? They create content around them and then embed them as the download in the content, right?
They own the landing page like this is the powerful thing. If you have a marketing person on your team and they're not thinking this way, they don't understand how demand is created. Demand generation is what the marketing department should be called.
First Ask Company. Okay, we need to collect the email, put them through a nurturing campaign and get them on demos, set them into a trial. But this is how we capture 70% of the traffic coming to our website that are not ready to buy.
This is how we create the content required for Facebook ads, for LinkedIn, ads, for YouTube ads, for partner emails, for things we give away at a trade show. Right? Like all of these Beacon Lead is you only need one.
That's a cool part. We'll talk about it to really create demand. Okay.
So that is one of my favorite B2B SaaS companies, Beacon Lee Magnets is ambition. Like other ones. Go look at HubSpot resources, but we'll talk about the fifth hot principle today to dove into this.
Okay. So number one is the beacon lead magnet. Okay.
If you don't know what a beacon magnet is, I'm just going to give you the the quick and dirty. It's a resource or an asset that we offer to a visitor in exchange for their email. Because, like I said, 70% of people going to your website and visiting a landing page are not ready to sign up for your product or do a demo or get a trial.
Okay. They are in a role and if you have something that's valuable enough to them, they will make that exchange. All of you guys are on this call, probably because we made that exchange.
If you've downloaded before you became a customer. One of my resources posted in the chat. Yes, that's me.
Did you do that in the chat? Looks it is, yeah. Patrick Me Do you always get it though?
Amanda Yes. Brian said y guilty. Yep.
Or that I know it because I follow all of our marketing. I know where the demand comes from. Yes.
Downloaded 15. There we go. Gary downloaded 15 of mine before I became a customer.
I don't get all my content. I do get my beacon lead magnet. Okay.
So you can create blog posts around it. Strategically, that's the different training. But bigly magnets I always get because if you come and go and I don't get your email that I can't build a relationship with you, so make it sage.
Sage stands for Write this down. Everybody short has to be short. Nobody wants to read an e-book.
You're asking what I do. Make sure people tell you to do video courses and ebooks and build micro apps. I'm going to give you the 9010.
I mean, give you 10% of the work that gives you 90% of the effort. Stage short, actionable, goal oriented. Okay.
Gaunt. That means I have a role to do. I have an outcome I want to achieve.
You're going to help me get that outcome. And easy means you're not going to make me jump through hoops to get a result. Okay.
Short, actionable, goal oriented, an easy if you could write that in the chat, so I know that you got it. This thing, does everybody know what that thing is on the screen? People from the East Coast definitely should probably know what that is.
Okay. If you know what that is in the chat type the answer. What is that?
The thing on the screen in front of you, the lobster pic says Jay quick I'm going to draw. Appreciate that it is a lobster pick a lobster pic is sage okay. And guess where they promote them at the counter when I buy lobster.
Okay. They know who I am. They know what problem I'm probably going to run into and they inserted it at the perfect location for me to buy.
Do you think fishermen buy a lobster tooth? Pick a fisherman out on the boat harvesting lobster? No.
Some of you guys are advertising your lead magnets to the wrong customer and you're getting downloads and it's creating noise in your marketing automation. Okay, you got to create something that is short, actual, goal oriented and easy, like this lobster pick. Okay.
I would I would like I paid $0. 60 last night for a little Red Lobster pick just like this because I didn't have one and I needed one. Okay, so we've got to make it short, actionable, oriented, an easy.
Okay. We do not want to make it a video series. We don't want to make it complicated.
We don't want to make it a big guide. We want to keep it short, actionable, goal oriented, easy. Number two, it has to be double aligned.
Okay. What do I mean by double line? You have two things you're trying to do with your beacon lead magnet.
You're trying to attract the right customer in the role. So if you sell enterprise, it's the champion. Okay?
So if you follow any sales process, they usually talk about a champion. You want to attract that champion with your beacon lead magnet, or you want to attract the customer roll whoever you're selling to and only sell to that and only make it for that. And I'll show you a ton of examples.
Even in my world where I only focus on B-to-B SAS founders, a lot of my beacon lead magnets are relevant to non SAS and other roles in the business. But if you look at my ads, you look at my landing page, you look at my copy, it says SAS founders call it SAS founders only don't read this if you're a SAS founder, why do I do that? I don't want to pay for the click.
I don't want to cloud my marketing automation. I know who I sell to. Okay, so that's one you have to be role of line.
The role you're selling to has to align with the lead magnet. Two, it needs to be product align, meaning that I'm not going to create a SAS churn calculator or if I'm trying to, even though I'll get a bunch of downloads from SAS founders if I'm selling to a revenue or to an h. R.
SAS person in a business. Okay. Some of you guys are creating beacon lead magnets that are interesting that will get downloaded, but they're not aligned with your product.
Okay. If I have an H bar product, my beacon lead magnets should be relevant or related to the product. As you saw with ambition, all their templates are sales leader focused are things that the products help people do automated or digitally, that they're going to download a template to do manually.
You guys get those two things that have to be true, has to be role, has to be product. And if you do that, you will create quality demand. If you focus, it's just like ask.
I always ask myself, what does a customer do to get ready to use my product if I was going camping? That's why I use this image. I'm going camping.
Think about if I sold camping gear. I've never gone camping before. Somebody that wants to get my attention to sell me a bunch of camping gear.
We'd have stuff like, you know, the camping checklist, maybe the first time sleeping outside overnight checklist because that would be me. Right now I have slept outside overnight or maybe, you know, hiking your first Mt. Rainier right checklist.
What to pack when hiking Mt. Rainier. A planner.
A hiking planner. Right. How to prepare, how to show up, how to make sure you don't leave footprint.
Right. There's all these things that somebody is about to go do. An activity is get anxiety around that they need to if you offered them some kind of resource, a checklist, a template, a blueprint, a script.
Right, when they would love, does that make sense? Why don't we ask ourselves what would they do to get ready to use our product? Right.
So if I have a CRM, well, it's in the sales space. What are some scripts that could give them a sales script, renewal script, anything that's CRM related? Because if they have those problems and they probably don't have the best CRM and I can get them to transition into a product to get a demo.
Okay. So two things have to be double line is everybody get that thumbs up to the camera if you guys are on board. All right, JP, Virgil, Brian, I appreciate that.
Number three, we've got a test. The name got to test the name. If you guys think writing a book is easy, you guys are crazy.
Think about the competition on the shelf. When something goes in the bookstore, the name matters. What you give it as a name.
If you give it a bad name, nobody will want it. Okay? And you might have an opinion because you're a tech nerd like me and you want to give it a really techie name.
It does not work. Your name has to make it desirable. The way I test the name is, I will email people that are customers and I will ask them if they want a copy.
So, Brian Lee, would you like a copy of My Rocket Demo Builder? Right, right. It's going to help you close sales twice as fast in half the time.
Right. Double your win rates in half the time. Interested?
Yep. All right. You do this, you can literally just ask yourself, these are 25 prospects.
I'm going to see if they want the thing and I'm just going to email and ask them, hey, I created this template. I created this resource you want to copy and if only 2%, 5% reply wanting it, it's probably not that valuable. It's not that interesting.
And if you're going to expect them to open it up to see how cool it is, they're not going to get there because the name didn't do it. Okay. If I said to JP, do you want do you want an air table with 25 Facebook?
Add examples from the top SaaS companies in the world. Would you like that? JP Yes, perfect.
Well, what do you think my response rate on that kind of stuff is? 80% of people are like, Yeah, please send it over. You did all this work to put this together?
Yeah, I want it because I'm doing Facebook ads. If I had a product to help people run Facebook ads, I would do that kind of beacon. LEMING Right, because it's so valuable, you've created something that people can take action on.
It's short, it's easy, it's goal oriented, etc. . So you got to test the name R&D.
Here's an advanced way that I do this. You go on my LinkedIn, you will see that I post resources on LinkedIn and I say, Leave a comment below if you want a copy. So that does two things.
One, it test the idea before I actually create it. That's bananas, so you can test it before you build it. And two, if it works on LinkedIn, then I move it to the paid marketing team and we start running ads against it.
But if it doesn't pop on LinkedIn, we don't put it into the pipeline to run ads against it. If you wanted to dove into that a bit more, it's called the Viral LinkedIn Viral Post Training, but that's the way I test the name. I test the concept before I build things.
Okay, but if the name isn't working, rework the name. You can have a big meme magnet, give it a better name and it'll start working for you. Number four, conversion flow.
Here's the reality is when somebody downloads the beacon magnet, that is the most optimal time to get them to do the next action. Okay. If you depend on an email after the fact to bring them back to a page to do something for you, then you're going to lose the opportunity.
It's simple math. Think about it. If I get 100 people, download a beacon lead magnet and then I send it to them in the thank you page and then via email I ask them if they want to book a demo.
Well, first off, average open rates are 20%, so that means out of 100, only 20 open average clicks, it rates are 2%. So out of 22 opened only four click and the conversion page on the landing page is probably 30%. So that means I might get one out 100 verses using the the the funnel of add or download.
Thank you page giving it to them on the thank you page prompting there and moving them forward and in the beacon lead magnet have clear called the actions to book the call or start the trial in the PDF. Some of you guys are not doing this and if you don't, you don't have a conversion flow. The way I think about it is that marketing is the intersection between content and next action.
And if you don't have a clear defined next action item for anything you put out in the world, then you're not doing marketing, you're just creating content. Marketing is having a clear next action. And if you download a Beacon Lead magnet mine have a very clear next step.
And for all of us on this call, you're either getting them into a trial because you have a sub product. You're asking them to schedule a demo because you have a mid-market product, or you're asking them to get on a strategy session to talk about proof of concept for an enterprise customer. Those are your only call that actions you should be entertaining.
And honestly, 80% of my customers are mid-market, so you should be pushing to a demo. But you can use this process for trial as well. It works the exact same.
Okay, so make sure that you have the conversion flow Dow, then we'll go through the three some examples so you guys can see what it looks like. But this is super important. The Beacon Lead magnet will not generate demand if you don't think about this in number five, this is the big one.
Okay. You guys want to shortcut all this like thinking and hard, hard creative process, just R&D yet Robin duplicate reverse engineer I go on I use Google search for terms in my industry and I see if anybody's running ads for beacon lead magnet. I go on my competitor's websites, I look under resources and I see what are they giving away right?
What are they using to collect HubSpot? You can go on their blog and it's resource, it's all there and trust that if it's listed at the top, it's because it catches the best lead sources. So if it's at the top and it's promoted the most is probably the most powerful one.
Some of us are working harder than we have to find the thought leaders that have already spent money on ads, that have already figured out what the market wants in R&D, put your own twist on it, use your own software. You follow the builder that I've just outlined for you five steps and I guarantee you will succeed at generating sub $10 leads. That's the goal I want to get a lead for.
That's ten bucks. Okay. If you're enterprise, it might cost you 30 or 50, but that's okay because they're worth $70,000.
Two, I really hope you enjoyed that training. This is all part of the lead gen summer. For the next three months.
Every week we're going to be releasing very powerful strategies to grow lead gen. Next week we've got Coach Marcel back talking about the top of funnel scaling. We're going to break down the pyramid for how to scale.
We're going to look at high tempo testing and specifically the channels that you could be using to really take advantage of your top of funnel marketing activities. And if lead gen is the number one bottleneck in your business right now, I want to invite you to check out the lead gen Lightning Bolt Stack. It's one of the most powerful groups of trainings and frameworks that we put together.
It's got incredible playbooks, very specific templates and full process for you to just deploy and get results in your business. Click the link below to check that out. It is one of the most powerful programs we've put together to help you make lead gen a problem of the past.
Click the link, check it out and I'll see you next week.
