Stop Wasting Your Time on MQLs: 5 Steps to Get More SQLs
Ralph and Lauren tackle the challenges marketers and business owners face when managing lead generation and sales processes. They break down the critical differences between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) and share actionable strategies for optimizing ad algorithms and leveraging CRM data effectively. The conversation highlights the power of transparency and alignment within teams and with agency partners to maximize ROI. With a focus on practical insights, they also explore how to use standard events in digital advertising to improve lead quality and drive better business outcomes.
Chapters:
- 00:00:00 - Kickoff: Welcome to an Unfiltered Dive Into Marketing Strategies
- 00:01:00 - Listener Reviews: What You’re Saying About the Show
- 00:03:50 - Constructive Criticism: Turning Feedback Into Actionable Insights
- 00:08:40 - MQL vs. SQL: Why Knowing the Difference Changes Everything
- 00:18:05 - MPI Checklist Unpacked: The Simple Tool to Qualify Your Leads
- 00:19:30 - Lead Qualification Secrets: How to Spot the Real Prospects
- 00:20:45 - Custom Thank You Pages: The Game-Changer You’re Overlooking
- 00:22:08 - Campaign Optimization: Attracting the Customers You Actually Want
- 00:28:43 - Standard Events Masterclass: Supercharging Your Ad Performance
- 00:33:39 - Final Thoughts: Quick Wins and Next Steps to Level Up
LINKS AND RESOURCES:
- Tier 11 on YouTube
- Get Your Marketing Performance Indicators™ Checklist Now!
- Tier 11 Jobs
- Perpetual Traffic on YouTube
- Tiereleven.com
- Mongoose Media
- Perpetual Traffic Survey
- Perpetual Traffic Website
- Follow Perpetual Traffic on Twitter
- Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
Mentioned in this episode:
Transcript
Hello and welcome to the perpetual traffic podcast.
Speaker:This is your host, Ralph Burns, the founder and 11,
Speaker:alongside my awesome co host.
Speaker:Lauren E.
Speaker:Petrullo, the founder of Mongoose Media.
Speaker:So glad you joined us here today.
Speaker:Today is a Friday.
Speaker:We're recording on a Friday and
Speaker:Fri yay.
Speaker:we have a TGIF, TGIFF as one of my guys said.
Speaker:today we're going to talk about, it's an old and filtered episode.
Speaker:Because of just things that have gone on this week that you probably
Speaker:are dealing with in your business.
Speaker:You're probably doing some year end planning, but you're also dealing with
Speaker:a team and managing that team as well as clients and or products and or a business.
Speaker:So we're going to talk about a lot of that stuff here today.
Speaker:so we don't really know exactly how it's going to come
Speaker:I'm so
Speaker:the point is, like, this is unfiltered Friday.
Speaker:but before we get into that, there's something that we
Speaker:haven't done a long time.
Speaker:We have not read off reviews.
Speaker:We've been given the gift of feedback, some cases, cases, like not so
Speaker:constructive, some cases constructive and some days, you know, just things
Speaker:are just going to pump up Lauren's ego.
Speaker:So, um, but we would love you to leave a.
Speaker:Reviewing a rating for us, wherever you listen to podcasts, obviously
Speaker:a rating is easy on Spotify.
Speaker:Most of these reviews come over from Apple podcasts.
Speaker:We've been doing this for quite some time.
Speaker:Did you realize we have 1155 ratings and it's literally, it's four and a
Speaker:half stars, most of the way through.
Speaker:So should we make a 2025 for 2025?
Speaker:Like how do we get to 2025 reviews in
Speaker:2025?
Speaker:would be cool.
Speaker:Yes,
Speaker:that's great.
Speaker:See, this is what the unfiltered, or is it unplugged?
Speaker:I don't know what it is.
Speaker:It's just us doing our thing.
Speaker:so 1, 155 reviews, like that's great.
Speaker:It really appreciate everyone who's ever done a review.
Speaker:And we've got a couple here that I think are worthwhile, that we have
Speaker:not talked on in quite some time.
Speaker:There's that was led by Dorm 1 0 1.
Speaker:Demi 1
Speaker:of you, by the way, if you are if you're listening to this, I have
Speaker:not seen or read these reviews so I Forgive me if you are watching this on
Speaker:youtube because I can't hide anything from my face, so I'm really nervous,
Speaker:Ralph.
Speaker:Yeah.
Speaker:So head on over to perpetual traffic.com/youtube to see
Speaker:Lauren's reaction to some of these.
Speaker:All right, so this one is five stars, from Demi 1 0 1.
Speaker:So far so good with some diamonds.
Speaker:Oh, oh.
Speaker:The episode titles alone really piqued my interest.
Speaker:Non stocker stalker Method Gardener to Code Hire a bouncer for a CRM and 500 plus
Speaker:episodes is an insane FT for any podcast, no matter what type of industry you're in.
Speaker:These strategies and tips shared we'll be valuable.
Speaker:listen to how to strangle Slack before it strangles you to real.
Speaker:that is awesome.
Speaker:From Do Me 1 0 1.
Speaker:I think you've read that one before.
Speaker:I did, I remember it because she's in PR and I was like, oh, this
Speaker:was a good, this is a good one.
Speaker:And I remember that episode, the Slack one.
Speaker:'cause I told you I just get notifications
Speaker:like,
Speaker:That's right.
Speaker:That's right.
Speaker:Before it straggles, like for, for straggles, you, that, that
Speaker:is, that was pretty good title.
Speaker:All right.
Speaker:I wonder who came up with it,
Speaker:I know, I don't know.
Speaker:I have no idea.
Speaker:See, that's your creative genius right there.
Speaker:this is another one.
Speaker:Timely, relevant insights.
Speaker:This is another five star or this is, DZ and our wolf.
Speaker:Apple podcasts, Ralph Lauren, not only do a great job at sharing
Speaker:great marketing strategies, but they also provide examples of current
Speaker:campaigns that are working right now.
Speaker:It's a great insight to see what the top marketers in the
Speaker:world are doing to have success.
Speaker:So that's really nice.
Speaker:Appreciate that.
Speaker:All right, now let's get into some of the other ones here.
Speaker:These are the fun ones.
Speaker:So So leave a review, like we used to do a feedback mechanism for this show.
Speaker:So leaving us a review is actually super helpful.
Speaker:So I'm sure we're going to get some negative reviews because we're reading our
Speaker:reviews, but I don't really give a shit because we need your reviews and ratings.
Speaker:All right.
Speaker:So this is a bit self serving, but it's also this one smart
Speaker:gal, much interrupting guy quips.
Speaker:Okay.
Speaker:All right.
Speaker:Some very helpful nuggets of info.
Speaker:Sadly, it's sandwiched in between repetitive and not that funny.
Speaker:One liners, mansplaining and talking over the guests.
Speaker:No, I'm not.
Speaker:Whoa, no, I'm not woke.
Speaker:What works on video.
Speaker:It doesn't always translate to podcast format without some editing.
Speaker:This is Sherry in Toronto.
Speaker:Don't we love Canadians?
Speaker:I actually, I love the fact that she actually did give
Speaker:us an honest rating here.
Speaker:So with, I don't know what the mansplaining is because like my
Speaker:wife is, if I ever mansplained, she pretty much, she knows, she cuts it
Speaker:Are you trying to mansplain what mansplaining is?
Speaker:yeah, I didn't even know what mansplaining is.
Speaker:Am I doing mansplaining right now?
Speaker:But whatever.
Speaker:all right.
Speaker:will say what's fair is, I am an interrupter.
Speaker:And
Speaker:Too much interruption.
Speaker:For sure.
Speaker:That's actually like really good feedback because a lot of the guests that we bring
Speaker:on are a thousand times smarter than me.
Speaker:So I'm not the focus of the show, but I like to sound my own voice.
Speaker:So thank you, Sherry.
Speaker:That is good feedback.
Speaker:This is good.
Speaker:It's good feedback.
Speaker:No, I'm not.
Speaker:Woke is what she says.
Speaker:Super interesting.
Speaker:But I will say this is the stuff on video.
Speaker:So there's been a lot of tier 11 lives that we have brought over to the podcast
Speaker:because it's really good content.
Speaker:And when we're on a live, remember I'm doing it live and I have to remember.
Speaker:That some people, this might be translated to audio at some point.
Speaker:So I need to explain what John's doing better.
Speaker:So that is super good feedback.
Speaker:I should be doing that more.
Speaker:, definitely something that we're going to change.
Speaker:So appreciate that.
Speaker:Mahalo love the podcast, five stars met Lauren.
Speaker:She recommended a few episodes and I'm really enjoying it.
Speaker:This is so for me, say
Speaker:so, oh, so Phineas.
Speaker:so for knees.
Speaker:Okay.
Speaker:You know who that
Speaker:Hawaii.
Speaker:I do.
Speaker:I do.
Speaker:Oh, thanks.
Speaker:So Phineas.
Speaker:So that's pretty good.
Speaker:All right.
Speaker:Another one.
Speaker:Five star.
Speaker:Can't get enough timely and relevant insights to grow business
Speaker:from real business owners.
Speaker:Weird s word s appreciate that one.
Speaker:all right.
Speaker:This is the one that's going to just light up your, your day.
Speaker:All
Speaker:a good way or a bad way?
Speaker:I'm
Speaker:nervous
Speaker:almost four stars, but Lauren makes it a five.
Speaker:I used to listen to it, with Molly back in the day was legit surprised by the
Speaker:co host change, but here for it, this is quick and Adi via Apple podcast.
Speaker:So that's recent, like within the last week.
Speaker:So I don't know.
Speaker:Did you pay quick and Adi
Speaker:I'm gonna start i'm gonna start if there's anyone that's within five minutes Or
Speaker:no five meters of my immediate distance I'm gonna do the opposite of social
Speaker:distancing and just take your phone and be like yes, here's Chick fil a on me.
Speaker:There you go.
Speaker:There it goes.
Speaker:So
Speaker:you make it a
Speaker:to get 2025 reviews
Speaker:now.
Speaker:All right.
Speaker:So should we incentivize people for reviews, which is totally illegal
Speaker:to do
Speaker:the fgc will say no.
Speaker:Nope.
Speaker:Not at all.
Speaker:Nope withdrawn ralph.
Speaker:No withdrawn.
Speaker:withdrawn.
Speaker:we would love to have your reviews, on the show.
Speaker:We haven't read them in a while, so I appreciate everybody leaving a review.
Speaker:We will read it on air.
Speaker:So you'll be podcast famous for five or 10 seconds.
Speaker:, which is very cool.
Speaker:Cause this does go to about a quarter of a million people every single month, which
Speaker:Pretty amazing to really think about it.
Speaker:we're well we are we were number 31 in the country
Speaker:Last
Speaker:go in and out of the top 25.
Speaker:I don't know if you, you know, that like it pops up and then it comes back down
Speaker:and then it's an average rating for the week, but like any, on any given day, when
Speaker:it's released, it's in the top 20, 25.
Speaker:So that's very cool.
Speaker:Like we've got a good audience here, but we certainly want more and we
Speaker:want to be able to help more people.
Speaker:We're trying to bring stuff here that.
Speaker:Is relevant, useful to you because we're in the business every single day.
Speaker:that's the reason for the show is sometimes it's just, me and Lauren
Speaker:get together and just bitch about stuff that's going on in the industry
Speaker:or with our teams or whatever
Speaker:behind the scenes behind the
Speaker:scenes.
Speaker:the scenes.
Speaker:So talking about that, like what's the most relevant thing that happened
Speaker:to you this week that you think the PT listener might find useful?
Speaker:Relevant thing that happened to me this week that the listener would
Speaker:find useful Well, I mean today is the start of black friday deal So my
Speaker:immediate go is who's getting a ps5 because I am and i'm trying to game.
Speaker:So what's your gamer tag?
Speaker:Hit me up but in the Useful things that happened to me this week.
Speaker:Gosh, look, it's friday.
Speaker:It's like no friend november So I just I'm head down a lot of this
Speaker:stuff, but I think, well, you go first, let me, this is unfiltered.
Speaker:We don't have any plans, planned answers.
Speaker:I have a bone to pick just in general, a bit with how people view, like we've
Speaker:talked about this before, how people view a lead, not all leads are the same.
Speaker:And we came up against this past week where we had a client who was
Speaker:resistant to giving us the information or for us to be able to optimize our
Speaker:ads for the most qualified leads.
Speaker:So when you bring in a lead, especially if you're in lead gen and you're selling
Speaker:a high ticket product, in this case, like a four figure product that has.
Speaker:multiple upsells and is really, really good.
Speaker:Like I say, what space it's in, but it's in the info space.
Speaker:The point is that not all leads are treated the same, and you
Speaker:might get a marketing qualified leader and MQL as we refer to it.
Speaker:Oftentimes that doesn't really convert.
Speaker:It might take a while for that to, Trickle into a SQL, which
Speaker:is a sales qualified lead.
Speaker:So somebody downloads, fills out a form, maybe goes onto a webinar,
Speaker:get some information, doesn't buy.
Speaker:That is still a marketing qualified lead, but it might be a
Speaker:sales qualified lead because you actually have a filtering process.
Speaker:So the filtering process could be through lead forms.
Speaker:Like we talk about, we've talked about here many, many times.
Speaker:You might pay more for a sales qualified lead than you do a marketing qualified
Speaker:lead when you're working with an agency or an internal team, you have to be
Speaker:able to communicate which is which.
Speaker:And that was not communicated.
Speaker:And.
Speaker:Our team, in this particular case, in my opinion, should have done a
Speaker:better job in communicating exactly what is a marketing qualified lead
Speaker:versus a sales qualified lead.
Speaker:And the client should, if you're running internally, or you have a marketing team,
Speaker:or you have an agency, you should have to give full transparency onto what actually
Speaker:converts at the end of the funnel, as opposed to just keeping them in the dark.
Speaker:And this is where I think Okay.
Speaker:Everyone, obviously there's a certain amount of, Hey, I want to give my team
Speaker:enough information so that they do a good job, but why not be fully transparent?
Speaker:Why not open the entire kimono and actually get a real working
Speaker:relationship where everyone benefits.
Speaker:And that means if that means divulging financial information, like do it.
Speaker:Because that's the most important thing at the end of the day.
Speaker:So if you have an internal team or an agency, they should
Speaker:know what your finances are.
Speaker:They should have an internal view of what actually is working and the client and or
Speaker:internal team should also also have access to from the first step in the journey all
Speaker:the way to the last part of the journey.
Speaker:And that full transparency makes for a great team and it makes for.
Speaker:a partnership approach as opposed to an adversarial approach.
Speaker:And I think a lot of people are reluctant to give up some of that
Speaker:information because they don't want to give control to the other side.
Speaker:And I hate that.
Speaker:And we came up against that this week, and I don't think we did that great of a job.
Speaker:In resolving it and, we can always improve.
Speaker:We are not perfect by any stretch.
Speaker:No, we're not.
Speaker:But I think by looking at the right things, like the things that actually
Speaker:make businesses money, not the stuff that can be manipulated, row as sucks and
Speaker:all that other sort of stuff that we've talked about many times here on the call
Speaker:preach, those are the things that matter.
Speaker:If you're trying to move the needle in a business and we met with a client
Speaker:this week that does exactly that.
Speaker:I was in San Antonio this past week.
Speaker:We met with a client.
Speaker:They're, very transparent.
Speaker:They tell us exactly what's going on.
Speaker:Like we know what their numbers are.
Speaker:Like we know what their sales are.
Speaker:We know what their profit margin is.
Speaker:We know like which end of their business is more profitable than they are.
Speaker:Like we know what their challenges are.
Speaker:And my big question to that was like, how can I be a better partner to you?
Speaker:How can I be a better vendor, but really truly a partner.
Speaker:And.
Speaker:Get to the goals that they want to in 2025.
Speaker:So it was a great meeting.
Speaker:Cause I feel like we're very much in sync.
Speaker:If you have an adversarial relationship where I, I'm not
Speaker:gonna tell you everything.
Speaker:Cause you're like the enemy, like that is so destructive.
Speaker:And I think no matter if you're dealing with an agency or you're
Speaker:dealing with an internal team, I think the same principles apply.
Speaker:And if you're doing that.
Speaker:Right now, because you think you're being smart, you think you're being savvy.
Speaker:Well, being transparent actually gets you to get to your goal that much faster.
Speaker:And success is a hell of a lot easier when you actually do that.
Speaker:So that's my bit of the week,
Speaker:well,
Speaker:comments, confessions.
Speaker:100 percent agree when you're like, when you're being obtrusive to your data, it's,
Speaker:not just harming the agency partners, but you're also harming the algorithm.
Speaker:So I was like, Oh my gosh, I can replay exact conversations that other people
Speaker:might value from like, It's I understand the subterfuge and why you want to do it.
Speaker:I get it, but it's not helpful.
Speaker:We were talking earlier about the radical candor.
Speaker:You have to have the radical candor with your agency, but also with the algorithm.
Speaker:So a conversation that we had this week was we were looking at, a client's funnel,
Speaker:and we noticed that the standard events.
Speaker:the basic pieces of data are not properly being fed back until the algorithm.
Speaker:And honestly, like, sorry, if you're listening and you are falling
Speaker:guilty to this and you think you're a really good media buyer and you
Speaker:don't have the standards in place.
Speaker:I don't get it.
Speaker:Facebook has billions and it's not just Facebook, it's every.
Speaker:Ads platform, every ads network.
Speaker:They have billions of profiles, interactions, moments in which you
Speaker:can send qualified data back in.
Speaker:So you said MQL and SQL earlier, just to like qualify, to make sure we're on
Speaker:the same page of how you and I view it.
Speaker:Maybe it's slightly
Speaker:Let's talk about that.
Speaker:Actually
Speaker:Yeah.
Speaker:So for an MQL for me, and a marketing qualified lead is someone who's
Speaker:given permission to be marketed to, they've opted into something they
Speaker:have shown interest by raising their hand and it's permission based.
Speaker:A sales qualified lead for me is someone who meets two of the four bats.
Speaker:So band being budget authority need in time if they meet two of the
Speaker:four, there are sales qualified lead.
Speaker:If they meet one of the four, they're not B for budget.
Speaker:A for authority need for.
Speaker:End for need t for time.
Speaker:So if they have the budget and can afford whatever you're selling or providing great
Speaker:If they have the authority to make the decision, they are a sales qualified lead
Speaker:Maybe they don't have the authority and they're an admin or supportive staff But
Speaker:they need this product now to facilitate a black friday launch and the timing
Speaker:relative because it's Black friday now those three they lack the authority,
Speaker:but they are a sales qualified lead it's just Not the actual person that you need
Speaker:to talk to, but it's your entry point.
Speaker:So that's what, for me, from going from MQL, which is opted in.
Speaker:And have given permission to receive what you have to say versus having
Speaker:two of the four bands is how I consider a sales qualified lead.
Speaker:What's the best way to screen for that?
Speaker:Like you do a ton of lead gen, we do a ton of lead gen.
Speaker:Like every one is different, but like just in a general sense, like if people
Speaker:are like, well, MQL, SQL, maybe this is the first time that you've heard of this.
Speaker:But if you have.
Speaker:Then good, you're in the right spot.
Speaker:If you say, yeah, I know what that is.
Speaker:I guarantee you, you probably, there's some areas that you can improve.
Speaker:So how do you differentiate and how do you screen for it?
Speaker:So for marketing qualified lead, I have like a marketing qualified lead as they've
Speaker:gotten to the system, but I don't, I actually consider those subscribers.
Speaker:So this is just my personal philosophy.
Speaker:You're just a subscriber, even though technically you're a marketing qualified
Speaker:lead until you've shown me proof of life, webinar, replying to an email,
Speaker:spending at least 90 seconds on a page.
Speaker:Getting further along in my funnel and having consumed content.
Speaker:Cause if you're not going to consume, you're not going to convert.
Speaker:So that's my qualification of what is a marketing qualified lead where.
Speaker:Most people say it's an MQL by all tactical standards, correct.
Speaker:But I'm still looking at you as a subscriber and potentially dead weight
Speaker:in my CRM, you butthole individual, because show me, show me you're interested
Speaker:versus wasting my email sends and calls.
Speaker:I have to pay for that.
Speaker:And my clients get out to see her on it.
Speaker:You're not going to give me proof of life, which can be replying to the email.
Speaker:So everyone's first email and every followup should have like a PS Tell
Speaker:me what's your favorite restaurant in Orlando, or an easy one word,
Speaker:simple equivalent responder.
Speaker:We call that triage level one in our email triage, and I know I'm
Speaker:jumping all over the place, but that's how I marketing qualified lead.
Speaker:For me, I look to a subscriber unless you show me that you're useful.
Speaker:You're useless otherwise, you waste of human you.
Speaker:See, I would still qualify.
Speaker:I would still say a marketing qualified lead is somebody who is, has opted in to
Speaker:something, given something in exchange for something of equal or greater value.
Speaker:Like that's marketing qualified because marketing brought
Speaker:them there and they're there.
Speaker:It's up to you internally to determine what your steps are in order to.
Speaker:Treat them as a SQL or a sales qualified lead.
Speaker:I think it's a super like easy example of this is the MPI checklist, which
Speaker:we beat to death perpetual traffic.
Speaker:com forward slash MPI.
Speaker:That's a great example of like, there's four fields there.
Speaker:I can tell you which ones are the ones that are important for us,
Speaker:super
Speaker:obvious,
Speaker:it's super
Speaker:you have a qualifying question to see if you can support them.
Speaker:So you used your qualifying question to determine if they're an SQL?
Speaker:A bit.
Speaker:Yeah.
Speaker:Yeah.
Speaker:I mean, well, I wouldn't say it's, I wouldn't say, yeah, I
Speaker:retract that statement, Senator.
Speaker:Um, I think those are all MQLs, but depending on what they
Speaker:act after, then they become S
Speaker:I don't believe you can have an SQL without a conversation
Speaker:because I think people lie.
Speaker:People lie on forums.
Speaker:They want to see what the outcomes are.
Speaker:You can go to the NPI checklist on perpetualtraffic.
Speaker:com forward slash NPI, and you'll be able to play conveniently enough.
Speaker:You'll have different end screens.
Speaker:Oh, that goes to another example of a call that people may benefit from this week.
Speaker:and by the way, just don't go to the form and just fill it out
Speaker:like four different times, please.
Speaker:For crying out loud.
Speaker:I don't think it allows you to do that, but actually in HubSpot, I don't think
Speaker:it allows you to do it in HubSpot though, unless you go to like an incognito window.
Speaker:But anyway, the point
Speaker:give me bad
Speaker:examples.
Speaker:yeah.
Speaker:have
Speaker:nice
Speaker:That's people have to try too hard.
Speaker:No, one's listening anyway.
Speaker:four star review.
Speaker:That's cute.
Speaker:We
Speaker:you made it five.
Speaker:So, all right.
Speaker:You have to go to our YouTube channel just to see Lauren glowing
Speaker:and me mansplaining Lauren glowing.
Speaker:You have to like, tell me in the future, like, all right, you're mansplaining.
Speaker:We'll just call it out for our friend in Toronto.
Speaker:Yes.
Speaker:But I like that they had said, like, not, well, so it wasn't, I
Speaker:don't see it as a derogatory attack.
Speaker:It wasn't a type of, I'm trying to come after you.
Speaker:I say it's just like, it's genuine, kind and honest feedback.
Speaker:And someone who's willing to provide that is hopefully going to honor us with a
Speaker:chance To convert them even higher it's a blessing even though it's a three star I'm
Speaker:grateful for it because it shows intention to give us a chance to be better.
Speaker:And I think she's
Speaker:right.
Speaker:There you go.
Speaker:All right.
Speaker:So another example.
Speaker:just to wrap up that thing Sorry, so the mql I don't believe that someone
Speaker:can become a sales qualified lead without an actual touch point of
Speaker:conversation Or an actual conversion being that did you give me money?
Speaker:It might be a micro conversion and you need these like soft touches of lower
Speaker:ticket items or something like where you put your credit card down because
Speaker:if I see 16 digits, your sales qualified leave for me, but I need a conversation
Speaker:with a salesperson, a chat bot, email conversation back and forth, whatever
Speaker:that is to know that your sales qualified because people very rarely have solutions
Speaker:that will say, You have the budget.
Speaker:You have the authority.
Speaker:Why now?
Speaker:And you can, try and do a lot of that in your questions and in your forms.
Speaker:Like when you're asking for the lead capture, you can use qualifying
Speaker:questions to give bigger indicators of if they are a marketing qualified
Speaker:lead or a sales qualified lead.
Speaker:And then based off of their answers, you trigger unique thank you pages.
Speaker:So this came up on a call this week because I was telling someone 90 percent
Speaker:of the people just do the lazy wave.
Speaker:I'm collecting your name, phone, email.
Speaker:That's all I want.
Speaker:Okay, cool.
Speaker:You just want a subscriber.
Speaker:Stop it.
Speaker:Like, that's so stupid.
Speaker:Why are you only asking three questions?
Speaker:But you're collecting all that information.
Speaker:And then when they give you that info, you send them to a single thank you page.
Speaker:But without a qualifying question, you're actually Dishonoring yourself.
Speaker:And so forgive me for the way I described this to the people on that call.
Speaker:Oh, please don't cancel me.
Speaker:there we go.
Speaker:We're getting canceled
Speaker:no.
Speaker:no.
Speaker:It's just unfiltered.
Speaker:Oh my gosh.
Speaker:Okay.
Speaker:It was just, I was saying, look, you know, I go to church at least once a week.
Speaker:I am
Speaker:for this journey
Speaker:of a mouth I have.
Speaker:I thought it was Every
Speaker:day at different times of my life.
Speaker:I've gone five times a week.
Speaker:I've never gone every day.
Speaker:That's a lot, but if that's what you do, good for you.
Speaker:This is a, this is us interrupting each other, by the way.
Speaker:There you go.
Speaker:Talking
Speaker:besties.
Speaker:So
Speaker:I know we can do that.
Speaker:Okay.
Speaker:Actually like you, Ralph, like you're such a good human.
Speaker:Well, you know, the feeling is mutual.
Speaker:Lauren E.
Speaker:Petrillo.
Speaker:So anyway, you were about to say
Speaker:Um,
Speaker:you've lost your train of thought.
Speaker:Tell me Lauren has ADD without telling me Lauren has ADD, like, uh,
Speaker:anyways, yeah, this is unfiltered.
Speaker:This is unscripted.
Speaker:This
Speaker:is
Speaker:bit like Dora, actually, from Finding Nemo, a little bit like Dora, a bit,
Speaker:So it's Dora the Exploradora, which is a Nickelodeon show or
Speaker:Dory, who is Ellen voice by Ellen
Speaker:DeGeneres.
Speaker:it's Doree.
Speaker:Oh, sorry, I got my doors confused.
Speaker:you know,
Speaker:It's unfiltered Friday.
Speaker:All right.
Speaker:So keep going.
Speaker:Okay.
Speaker:So when you add a qualifying question, this is important.
Speaker:If you're listening, you take nothing from this episode, do this
Speaker:and you'll be better than 90 percent of the world at lead generation.
Speaker:I promise.
Speaker:So you have a qualifying question and based off of the answer, you provide
Speaker:them a different unique answer.
Speaker:Thank you page.
Speaker:I've talked about this a lot where you're using custom forms
Speaker:and instant forms and meta.
Speaker:You have a disqualifying landing page.
Speaker:The reason you need a different thank you page is because you want to be like,
Speaker:Hey, Meta, I want people like this.
Speaker:But you also want to say, Hey, Meta or any algorithm.
Speaker:I don't want people like this.
Speaker:So going back to your earlier part where they're hiding
Speaker:the important data from you.
Speaker:They're also hiding the important data from the algorithm, which means
Speaker:all you're doing is compounding For mediocrity, like you're not actually
Speaker:getting more of what you want, you're getting more of what you get.
Speaker:And so the way I was explaining that in the Christian sense,
Speaker:All sins are created equal.
Speaker:So if you give a little white lie, Or you rape an individual,
Speaker:They're equal in the eyes of God, but not in the eyes of the law.
Speaker:But on the different ad platforms, if you don't have a qualifying
Speaker:question, you're going to collect more of what you don't want.
Speaker:And so I told them, I was like, do you want more rapists in your CRM?
Speaker:Why?
Speaker:see,
Speaker:please don't get for me.
Speaker:It was just the example that came up in my head and it stuck with them.
Speaker:They're like, I don't want this
Speaker:this is yet another repetitive and not so funny.
Speaker:One-liner.
Speaker:You know, we're just, we're self perpetuating.
Speaker:You're like, okay, we could do
Speaker:better.
Speaker:we can do better, we can be funnier.
Speaker:so no, the, all what you're saying is, so for the non-qualified, like,
Speaker:you know, if you have the four questions, one of 'em is somebody that
Speaker:you don't want, don't even bother.
Speaker:No, not yet.
Speaker:But don't bother putting the Facebook pixel on the thank
Speaker:you page of that individual.
Speaker:Yes.
Speaker:That is such a simple, but not simplistic tip that could change the course of
Speaker:businesses that are listening to this
Speaker:It changes your delta for what you're optimizing
Speaker:for because you're looking at lead, no lead.
Speaker:If you have just a single landing page and a single thank you page and that page that
Speaker:you're sending everyone to is collecting everyone from little white lives to
Speaker:mass murderers, like, no, thank you.
Speaker:We want no Hitlers.
Speaker:We only want mother Teresa's please.
Speaker:And thank
Speaker:you.
Speaker:True.
Speaker:Thank you very
Speaker:much.
Speaker:In that when you have that thank you page, just leaving the
Speaker:pixel off is super duper easy.
Speaker:You may even potentially, and I'm not advocating for multiple pixels, but in the
Speaker:use case with the MPI checklist, right?
Speaker:I was like, Hey, put the tier 11 one, because that's who your ideal customer is.
Speaker:Like you want to know who your ideal customer is.
Speaker:You want to send that qualified data back into the respective
Speaker:algorithms because otherwise.
Speaker:It's yes, the lead is good.
Speaker:You're going to get more.
Speaker:And then that Delta for which it grows, I have to move that Delta continues.
Speaker:So all you're doing is compounding for worse.
Speaker:And you're pushing yourself further and further from the starting
Speaker:line, which at some point people have success by just starting over
Speaker:with a brand new pixel, which is.
Speaker:Very expensive and very challenging.
Speaker:And unless you're doing like a hundred thousand dollars, at least a month, you're
Speaker:going to miss out on more opportunities.
Speaker:So I'm just, if you do nothing else, create multiple thank you pages,
Speaker:It's
Speaker:the appropriate data.
Speaker:It's not that hard to do either.
Speaker:You literally, you have your webmaster create one thank you page
Speaker:and then you just duplicate it three times, put a different video on it.
Speaker:yeah, sorry, we're not ready for us yet.
Speaker:Here are some great resources for you, though.
Speaker:And then you can still have them in your CRM.
Speaker:You can still send them emails to get them furthermore qualified.
Speaker:Maybe they can't afford you.
Speaker:Maybe they're not in a position where they have the authority to acquire you.
Speaker:Maybe you're only looking for B2B partners.
Speaker:Maybe you're only looking for people in a specific geographical location.
Speaker:Why are you collecting and then paying for
Speaker:Now.
Speaker:Now, the counter argument to that for an agency or an internal
Speaker:team says, well, wait a second.
Speaker:That means I'm not getting, I'm not as a internal team media buyer or
Speaker:an agency, I'm not getting credit for that lead that I generated.
Speaker:So therefore my cost for lead is going to be more, it's going to be higher,
Speaker:Great, you're also not getting credit for bad leads that you're generating.
Speaker:right?
Speaker:So that's where this is the disconnect between this customer and us.
Speaker:Occurred in a lot of ways because we didn't know and that you can't have that
Speaker:and you have to be able to accept it.
Speaker:Now you can go into your CRM and say, Hey, we did get all these leads out of them.
Speaker:Let's say, you know, a certain point, your ads are not working.
Speaker:If a disproportionate number of leads are, coming into your CRM and then you, but
Speaker:you're only getting the three out of the four that are actually your avatar, that.
Speaker:Is qualifying inside the app, if that makes sense.
Speaker:So if you're comparing week over week, let's say you can get a
Speaker:hundred leads inside your CRM.
Speaker:Let's say you're using HubSpot, but on Facebook, you only see 40.
Speaker:Now there could be a reporting question.
Speaker:There could like, cause the in app is in app.
Speaker:Of course, it's only like a seven day window, all these other sorts
Speaker:of things, all things being equal.
Speaker:Basically, if you look back on a seven day window, it's going to be fairly
Speaker:accurate, especially if you have, you know, the standard event lead, all that.
Speaker:But that probably tells me if you're gathering a hundred leads, but you're
Speaker:only seeing 40 inside of Facebook, even if it's 50, half of your traffic is
Speaker:traffic that you don't want, which means.
Speaker:It then becomes your traffic team's problem and your creative team's
Speaker:problem, but this is a feedback mechanism that will help you get better,
Speaker:more qualified leads that probably are more expensive than just stuff.
Speaker:You go out there and you grab everybody's name and email and regardless of whether
Speaker:or not they'll ever buy your shit,
Speaker:but it's more expensive now because you have to optimize
Speaker:for what you actually want.
Speaker:So then you're going to be because it's going to be keeping super cheap.
Speaker:If you're willing to welcome everyone into the gates of heaven
Speaker:a hundred percent, a hundred
Speaker:versus if you're actually finding what you want, giving the data, you'll
Speaker:be able to accelerate a lot faster.
Speaker:And of course, I can't make a guarantee, but you should be able to through the laws
Speaker:minus the laws of diminishing returns, find a higher qualified lead at a.
Speaker:More cost effective price when you have that consistency because
Speaker:that's consistency is going to compound it and you've got a eyes
Speaker:inside of these algorithms that are doing the hard work for you
Speaker:Totally.
Speaker:Totally.
Speaker:And this goes for meta and for Google, by the way.
Speaker:So we're, we're, focused right
Speaker:time and Pinterest.
Speaker:It's every single ad network.
Speaker:You have to like, you have to give the algorithm says data that it wants period.
Speaker:And then like in that other thing, like another call that I had this
Speaker:week, which was like, uh, why is this?
Speaker:A common theme that I'm having in multiple calls over the past few weeks.
Speaker:If you have a landing page, if you have an important page, and actually I'm like, oh
Speaker:Ralph, do I go look at perpetualtraffic.
Speaker:com.
Speaker:mpi and see if you guys are doing this?
Speaker:And by the time this airs, it won't be the case.
Speaker:But, you need to have the view content pixel on the important pages.
Speaker:People just do page view.
Speaker:I'm like, why?
Speaker:Your page view?
Speaker:And again, I'm specifically using the meta terms, but this is applicable
Speaker:for every single ad network.
Speaker:Like you have to understand what their standard events and what
Speaker:are the opportunities to plug in.
Speaker:If you just have page view on your landing page, why, why?
Speaker:That is so dumb.
Speaker:This is unfiltered.
Speaker:That's being stupid.
Speaker:You need to use view content.
Speaker:View content gives a higher goal.
Speaker:Level of like prevalence of them as a lead that sends that data immediately
Speaker:back to meta that they've visited an important page to you If you have paid
Speaker:to you paid to you belongs on like your privacy policy page your like collections
Speaker:page It's the pages that don't have as much weight as a product display page As
Speaker:the actual landing page is the important pages the important pages need view
Speaker:content So that you can send signals to meta that if they're viewing important
Speaker:pages they're a higher qualified lead.
Speaker:So you have to look at the standard events and apply them appropriately,
Speaker:complete registration, start trial.
Speaker:Oh my gosh.
Speaker:Anyone who's listening with a free trial offer and you're not
Speaker:using start trial standard event.
Speaker:How dare you?
Speaker:that's super good.
Speaker:That's that that's actually, a great point and I would guarantee
Speaker:you 99 percent of people who are listening right now aren't doing that.
Speaker:Yeah.
Speaker:Well, they will ask for this and then leave a really great
Speaker:review to help us get to 2025.
Speaker:I would hope so if you're really good at like, you should be good at this.
Speaker:Like you should, you should take the extra time.
Speaker:In order to do this, cause this stuff actually really does matter.
Speaker:And the point is, is that all the little details like this, remember, like there's
Speaker:plenty of episodes and we've done a lot of episodes in the last few weeks,
Speaker:especially with John Moran, who says like, don't trust the data inside Google.
Speaker:So there is a fine, there's a fine line.
Speaker:There's a balance here that we all need to strike.
Speaker:It's like, you need to trust the algorithms to a degree.
Speaker:You don't need to look at the data in there and take that as
Speaker:gospel because all of that data.
Speaker:Is only being captured in a seven day window inside Google.
Speaker:It's slightly longer than that.
Speaker:The point is, is that the algorithms themselves are the things that
Speaker:are powering it and you have to think, how can I power that
Speaker:algorithm to find my ideal customer?
Speaker:And like we do a lot of work in the personal injury law space, for example,
Speaker:those are super expensive spaces.
Speaker:So we do not, start optimizing for.
Speaker:lead form intake, phone calls, however, those are the initial
Speaker:sort of ways to get momentum.
Speaker:And then we ultimately optimize for the thing that they really want at the
Speaker:end of the day, which is a signed case.
Speaker:And that might take two days.
Speaker:It might take a day.
Speaker:It might take two weeks.
Speaker:And so we offload, we, we upload that information and
Speaker:then optimize for that event.
Speaker:So that Google will go out and find the 72 million data points that have
Speaker:is on every person in the entire world.
Speaker:Like to find the ideal customer for them and the car accident, injury,
Speaker:truck injury, motorcycle injury space.
Speaker:And Be able to feed the algorithm the right types of data on your
Speaker:CRM in order to allow the algorithm to work as best as it possibly can
Speaker:to attract your ideal customer.
Speaker:Now, having said that, that means your cost per lead, or in this case,
Speaker:sign case, it's going to be 100 X more expensive, but it's the right
Speaker:one that's going to make you money.
Speaker:And that's what you optimize.
Speaker:And your CPA starts off high.
Speaker:this client is 5, 000 or 7, 000 and we've gotten it down to
Speaker:right around 1400, like 1300.
Speaker:And each one of those clients is going to make the, the customer at minimum
Speaker:30 percent of whatever the settlement is, because they're absolutely
Speaker:qualified in order to make money for the firm, but also to set up the.
Speaker:The defendant in this particular case, I don't know exactly what
Speaker:they call defendant or not the defendant, but the plaintiff, the
Speaker:client, let's just say client.
Speaker:I'm not really good legal terms.
Speaker:Although apparently looking at
Speaker:our legal, our legal, legal budget.
Speaker:the point is, is that.
Speaker:Now the algorithm goes out and finds the ideal customer, the ideal
Speaker:client and cast the other ones aside.
Speaker:Cause you have trained it on the backend and you do the same thing through meta.
Speaker:Let's do it.
Speaker:Can we do a follow up episode where I'm just going to like go through and
Speaker:just be like, well, can we just go over the standard events and then ask your
Speaker:media buyers if they're doing this?
Speaker:Because I promise you, you're not having a thank you page that takes
Speaker:your disqualified leads away.
Speaker:Okay.
Speaker:It's silly.
Speaker:You not using view content on your landing page is like dumb.
Speaker:It's been around for like 10 years.
Speaker:It's embarrassing at this point.
Speaker:But don't worry, I'm not looking at your pages right now.
Speaker:So I'm not judging you if that's you listener that's doing it.
Speaker:Please have your media buyer, your web team fix it.
Speaker:But can we do like a full episode and like go deeper into this?
Speaker:Because the optimization thing is critical.
Speaker:Let's do it.
Speaker:No, we absolutely will.
Speaker:Yes, we'll do this in the next episode.
Speaker:hope you enjoyed today's episode of unfiltered
Speaker:All right.
Speaker:All right.
Speaker:So we are going to come back and do a full and comprehensive review of all
Speaker:the standard events, pixel events.
Speaker:Maybe we'll do that next show, next time we get together.
Speaker:So we can take this conversation to the next level.
Speaker:This has been.
Speaker:Unfiltered Friday, even though it probably will be airing on a Tuesday.
Speaker:there's a joke that we just laughed at.
Speaker:It wasn't really that funny, Lauren.
Speaker:Stop laughing
Speaker:Okay,
Speaker:and stop over, talking over me.
Speaker:I'm just kidding.
Speaker:That's what people do in normal conversation.
Speaker:I do it with my wife all the time, with guests.
Speaker:That's absolutely fair And we will be more
Speaker:respectful with
Speaker:we'll be more respectful and we will explain more on our YouTube videos.
Speaker:But anyway, go see Lauren's reaction over at perpetual traffic.
Speaker:com forward slash YouTube.
Speaker:And as always, make sure you leave a rating and a review
Speaker:wherever you listen to podcasts.
Speaker:We will read them on the air like we did today.
Speaker:So you will become internet famous.
Speaker:Super appreciate that.
Speaker:And all the links and show notes and everything that we mentioned here,
Speaker:as far as resources are concerned are over at professional traffic.
Speaker:if you're on youtube, you cannot judge my bangs I cut them myself yesterday.
Speaker:Like I trimmed them and I Don't like looking at myself and I can see it's
Speaker:strong, so if I see anyone doing a review about the bigs, please
Speaker:don't.
Speaker:I think you look great.
Speaker:I think you look great.
Speaker:So there you go.
Speaker:There it is.
Speaker:Oh, all right.
Speaker:So on behalf of my awesome cohost, Lauren E.
Speaker:Petrullo,
Speaker:Ciao!
Speaker:until next show, see ya.
