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if you want to run a prospecting campaign pick a list any list you're doing a trade show you're following up you get a list off of info usa whatever the campaign it is you pick all right let me ask you this how do you attract the people who are getting the campaign so that if you want to do marketing to them again you're not doing it again in like a month or you know or maybe missing and not like following up with them ever right how do you organize who got the cause most of our clients if you have a list of i mean most of your your market target market is in the thousands right like with us i mean there's based on my best guess estimate there's about 40 000 msps right i can't mail 40 000 msps every week right i don't have the sales bandwidth to handle that i don't think it's necessary right so for prospecting i'm talking like so we have a list and right now i think it's about 15 000 we have identified as sweet spot msp leads and we take a segment of those out and we put them through our godfather campaign and after we put them through they go back into the drip campaign and we pull another 100 200 600 out depending on how many appointment centers put them through a heavier prospecting campaign and then we put them back into the drip campaign and we do this every week and we rotate the leads so roughly about every six months they're getting our godfather campaign all right now we don't want to go too soon before six months because people feel like i just told you if you go too soon but we don't want to go past six months because that's only twice a year right and by the way uh tomorrow what mike stedola is going to do a great session he's my chief marketing officer so tomorrow people have told us that that was the that's been the most valuable session of coming to this event so make sure don't party too hard tonight okay make sure you drag yourself back in and uh come to that session because he's going to talk more detail about that but how do you track all that how do you put these people in the buckets and the hot uber hot super hot leads got to follow up ones that want call backs i mean just that and of itself how do you make sure that you don't email call them again too soon or forget about them all together how do you suppress people to say take me off your list so here's another thing you're going to have to learn when you start doing marketing you will get people that say take me off your list and not many but there's going to be some you don't want to delete them because if you go and buy info usa list again or you go to a trade show and their name happens to be on that list and you re-add them and remarket to them they will come and kill you i mean like literally set your car on fire some of them they're very unhappy people i mean there's not many of them but boy they move around and when they get angry whoo you know so you got to make sure you have it in there to suppress them um how do you separate and track the take me off your list from those who say i'm just not interested when you're prospecting you will find out they're outsourcing you're outsourcing okay i find out she's outsourcing she might say to me i'm my contract's up in six months call me back you don't think i want to track that so at month five i'm calling that person or you might find out this guy he has an i.t person on staff well i don't want to send the bad date letter to that company because this guy really will come and kill me right we had a guy recently he just he emailed me he was always on the phone and he was telling me how he sent the bad date letter or it was the aspirin campaign one of them to a company that had an i.t guy and this guy went berserk i mean he called in he was starting to call in random times faking his name uh like he just like there's some lunatics out there so how do you not many but how do you separate them right if you got an i.t guy then i might want to segment my list and say this these companies here have i.t directors so when i do prospecting to them i'm going to talk about a windows 7 upgrade a little bit differently than i'm going to talk to these guys over here who are outsourcing right i might talk to you guys about co-managed i.t i'm not going to talk to them about co-managed it because they're outsourcing to my competitor and i know what competitor you're outsourcing to and this group over here is outsourcing to this guy and this group over there and see when you start doing prospecting you're going to gather that market intelligence and now you're like a sniper you're not just shotgun throw it all out there hope something sticks right you now know hey these guys are outsourcing they're good prospects these guys have i.t departments this com this group here they don't have anything do you see what i mean now you're getting more sophisticated in your approach but you can't keep that intelligence if you don't have a crm or automation to keep it there how do you know who you talk to and what was said big big big big big mistake you hire a sales person and you don't force them to document every call every conversation every everything when they leave guess what they leave with all that information in their head and who do you think would be most likely to want to hire them your competition they just left you have no history of who they talked to what was said you got to have that if nothing else just for that reason how do you know how many appointments were booked how did how does that process get handled when you go back and you say did that campaign work because i'll tell you what if you measure a campaign a week after you send it you're going to see an entirely different set of numbers if you look at it three months later when we get leads is mike back there mike what's it like when they you just did this report from it's like when they first come in they're they're this many is qualified but by the end of the three months it's like 75 80 are qualified right when they first come in it's what yeah so when leads first come in they're not all qualified why because we might not have the company address we might not have the owner but we have a process for cleaning which michael talked you know what we've given you if you have the toolkit you guys you know how do we clean leads we use that so by the end of 90 days that list is far more precise because we've cleaned it we've put it through a prop process of qualification so now we're not just getting a bunch of junk leads and now we're cluttering up our database we're we're combing through it we're getting rid of the spam and the unqualified and we're putting them over different places now we've got a very pristine accurate database um how do you remove or update the needs clean records so you don't waste time mailing and calling them again again if it's a bogus lead or it's not qualified either suppress it put it somewhere else right how do you ensure you don't forget to call back those who are interested but they're maybe not ready to book right now that will happen a lot i'm interested but i'm in a contract and i'm not going to get out until like three months from now six months from now right you guys have heard that how do you make sure that opportunity doesn't get lost because that's a lead so you need it in a place where you can store it track it monitor it so when you're ready to pull reports or know what's going on you've got it that's why you need a crm um and so uh example of marketing automation this is a campaign the aspirin campaign this is in the toolkit and there's a deep dive i did on this this is an example of a marketing oil well of a prospecting campaign and if you look at what has to happen a marketing automation will help you now could you do this manually yes you could but it's going to take you infinitely more time than getting it set up and triggering the campaign whether now again whether it's through infusionsoft or you pick something else that's up to you right but i'm just all my message to you is if you are going to grow your business you need a crm and ps you need one you're going to grow into because the biggest expense of a crm or marketing automation platform is not the cost of the software the biggest expense is the time you put into getting it set up right think about your psa tool right would you want to how many of you kind of don't like your psa tool but the thought of transitioning to another one keeps you right where you are right because you know that's a huge disruption and cost and and they all suck right all crm systems suck by the way you know they all have their own level of dysfunction so well all i'm saying is don't try and say well we'll do something really cheap for a little bit to get started because then you still have to go through the transition now you got to go through it not only once but you got to go through it twice so you got to have something you're going to grow into all right