Optimizing Lead Generation through Attribution and Content Creation

About the Episode:
Chase Barmore is an Account Executive at Hyros, an ad tracking & AI optimization software for 3000+ global businesses with $3.5B in ad spending. Some of their clients are Tony Robbins, Click Funnels, Playboy, and Grant Cardone.

Chase is also the co-host of Sales Players, a podcast for top players in the B2B sales space.

In this episode, we explore how you can create and track top-performing ads for your info products, coaching, and consulting services. We also tackle why creating a podcast in the B2B space is a great idea and how can you leverage your job to create content.

Today, we'll cover:
- Chase Barmore's journey from burning cash on ads to streamlining ad attribution with Hyros
- Why understanding ad attribution is critical for content creators and how Hyros solves common challenges
- The power of using content, like a podcast, as a tool for strengthening sales and networking
- Insights on building a sales strategy in today’s content-rich environment and why inbound leads are crucial
- Actionable steps for content creators to transition into successful course and product offerings

What You'll Learn
1. Ad Tracking and Attribution
2. Inbound Marketing and Sales Strategies
3. Sales Process and Integrated Tracking
4. Leveraging Podcasting for Business Growth
5. Leveraging LinkedIn for Sales and Networking
6. The Intersection of Content Creation and Sales
7. Roadmap for Content Creators in Sales

Timestamps
04:07 About the ad tracking and attribution software, Hyros
05:53 Identifying top-performing traffic sources and conversion points with Hyros
07:38 Essentials for creators running an ad for the first time
11:04 Getting into podcasts about SaaS sales with Jesse Woodbury
11:52 Networking, building a personal brand on LinkedIn
13:10 Leveraging podcasts for ICP relationships and content creation
19:59 Approaching sales conversations as a content creator
21:55 Collecting prospects’ emails, learning from other content creators

The Importance of Server-Side Tracking in Advertising: "I had gotten into actually running my own ads and I had, I burned a lot of money, um, with ads. And something I didn't realize is having a server-side tracking tool and the importance of actually having a tool like this, uh, because you get a lot of ads in your internal feeds from Instagram, YouTube, and everybody makes it seem like it's really simple, uh, but it is a lot more complex. And with a tool like Hiros, I think, uh, it really can help those looking to run ads." — Chase Barmore [00:01:45 → 00:02:21]

Impact of Privacy Updates on Digital Marketing: "So he had seen issues before the iOS 14 update and the GA4 update and these different updates with privacy before anything was happening, because he was running so much with ads. And so really the thing that we saw for is attribution, missed attribution, really understanding where your, uh, leads are coming in from." — Chase Barmore [00:04:10 → 00:04:34]

Monetization Strategies for Content Creators: "What a lot of these creators are doing is basically they're running ads to a low ticket offer. So let's say some sort of, could be a $7 course, could be a $27 course. Then when the actual person comes into the funnel, they're going to have a mid-ticket offer, then a high ticket offer." — Chase Barmore [00:06:03 → 00:06:23]

Optimizing Digital Marketing: "So I would first make sure that you have tracking set up, that you have some sort of CRM, you have some sort of call booking funnel in that it, it's not all over the place. You want to use some sort of CRM that could be go high level, that could be HubSpot, and then basically you. I wouldn't start with every platform. Uh, I would start mainly with either Facebook or Google, and then I would start to understand my funnel and get that one page of, okay, what is my offer? Intro. Offer page. Get that page done, get some basic creative and start running ads to getting people to the page and seeing if they start to opt in. The issue that you were talking about, Ramon, was a lot of times what happens if somebody clicked on your ad and then maybe six months later they purchase? You're not going to know that that person found you through that ad." — Chase Barmore [00:07:38 → 00:08:37]

The Power of Networking: "LinkedIn and networking is so important for creating content. It's not about the amount of viewers or followers, especially. You can do these one-to-one conversations and really niche into your audience and start to help people." — Chase Barmore [00:12:14 → 00:12:30]

Testing Online Courses Viability: "If you're not already like selling a course or you're an affiliate marketer or you have some sort of offer, is testing your audience if they're going to buy something from you and just create a course, you can go on school like Alex Hormozi’s deal." — Chase Barmore [00:20:03 → 00:20:22]

Key Marketing Strategies: "The most important thing you can get from your prospect is their email. So any way that you can capture an email, if you're not already capturing your clients' emails, start doing that." — Chase Barmore [00:22:02 → 00:22:13]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Chase Barmore - Strategic Account Executive at Hyros