High volume inbound lead gen engines are built on two systems. Ramping up volume in the right areas while optimizing conversions at key chokepoints.

1. Two Inbound Engines
that Drive 30K+ Leads
Every Month
Lars Lofgren

2. 2016 Cumulative Leads and Goal
0
125,000
250,000
375,000
500,000
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Actual
Goal

3. Averaged 40,400
leads/month in
2016

4. At KISSmetrics, I
4X lead counts in a
year.

5. No Campaigns.
Only Systems.

6. I hate marketing
campaigns.

7. To build high-volume
inbound lead flow,
think in systems.

8. Volume Game or
Quality Game?

9. The PDF Content Mill

10. How are those 50 PDFs
going to generate any
traffic for you?

11. I’d much rather have
49 blog posts and 1
AMAZING PDF.

12. I Will Teach mini-courses

13. Conversion = quality
Traffic = volume

14. Engine 1
Ramp Volume

15. SEO Posts are a classic volume game

16. We built entire mini-sites for high-volume keywords

17. Time for a
confession…

18. Ultimate Guide to Habits - page 7 of search results

19. 1 month writing, 2 weeks
design, and 2 weeks front-
end dev time for page 7
on Google =
MAD PROFITS

20. I killed the program.

21. What went wrong?

22. I assumed the team could
keep iterating. Then set an
annual quota.
What went wrong?

23. They stopped iterating to
hit their quota.

24. 1. Iterate on tactics
until you crack it

25. 2. Extreme process
efficiency + absurd volume
1. Iterate on tactics
until you crack it

26. Engine 2
Find Chokepoints

27. A/B test your lead
chokepoints to death

28. KISSmetrics homepage conversion to signups
Nov 2013 = 2.85% Aug 2014 = 8.71%

29. I Will Teach confirmation page
July 2015 = 63% June 2016 = 82%

30. I Will Teach pop-up
Aug 2015 = 1800 Aug 2016 = 7100

31. Use A/B tests to drive
quality on your
chokepoints

32. You can double the lead
flow from an asset by
the end of the year.

33. Engine 2
First Chokepoint

34. The process we use to find our best hooks.

35. Your first headline is a
terrible headline.

36. 1. 7 minute hook brainstorm with your team

37. Give them 1 main
constraint to start the
brainstorm.

38. 2. Your team gets 3 upvotes each

39. 3. Take 3-4 winning themes, turn into 10-15 headlines

40. 4. $500-$1,000 ad budget to test CTRs on Facebook

41. 5. Build what you need to support the winning headline

42. Recap
• Make sure you’re playing the right game: volume or
quality? Traffic = volume, conversion = quality.
• For volume, get the tactics right and then scale to
absurdity.
• For quality, A/B test lead chokepoints to death.
• For a new chokepoint, brainstorm headlines and run a
Facebook ad test to find best clickthrough rates.

43. Thank you
Lars Lofgren
@larslofgren
lars@larslofgren.com
bit.ly/30kleads