I made $10 million. Steal my Lead Generation Guide

Today we're going to go over 10 million dollar B2B lead generation. This is a step by step tutorial of everything I do to operate my own company. So let me give you some proof here. My name is Daniel Fazio. Here's A screenshot of 6.1,576,000 327,000. 1.51 million, 1.11 million, 1.2 million. This total pictured here, 10.9 million. These are all different entities. So gathered together aggregately, this is $10.9 million and cash collected, not a contract value. There's actual cash deposited into the bank accounts. Total revenue, right, 37 team members. Here's us booking 4,500 sales calls in the past year on one calendly account and then 1,300 sales calls on another calendar account. And there are only three ways to do this. And I'd like to take you through this picture right here. You have organic traffic, ads and cold outreach and nothing else exists. You can make an argument like, oh, well, affiliates, that's organic, right? Oh, referrals, that's organic, right? It's the same thing. So a quick delineation here in that we have conversion mechanisms and then we have aggregators. And you'll take a notice here that ads and cold outreach exclusively go to conversion mechanisms and organic traffic goes to organic goes to conversion mechanisms and aggregators. So just to explain this to you, like if you were making ads, you can only send them a direct offer, a lead magnet or a service based lead magnet. And then the same goes for cold outreach and if you attempt to do anything else that isn't that, it simply doesn't work ever. And I know this because I've worked with over a thousand agency owners inside of our coaching program Client Ascension. I own the software company List Kit that has over a thousand active users on it. And I see and have seen quite literally tens of thousands of cold email campaigns with tens of thousands of scripts and different strategies. I know exactly what works. And if you do anything that isn't this a conversion mechanism, it simply doesn't work ever. So I'm going to walk you through exactly how to do each of these. But first it might be useful to understand the comparison between these. Right, so cold outreach versus content versus ads on a scale of speed, cost and scale. Right? So we've got cold outreach, which is fast, cheap and linear. Right? It doesn't compound that we have content, which is slow, cheap and compounding. And then we have ads which are fast, expensive and linear. So they don't compound. These are put here in the order by which you should start them. So if you're below like $20,000 per month in revenue, there's no reason why you shouldn't be doing cold outreach because it's fast, it's cheap and you need it to be cheap because you don't have any money. The drawback to this is that it's a linear. So you need something that does compound to future proof yourself. Right? That's why you do content and that's why you started from day one because it's slow and it's cheap again because you don't have money. But it's going to pay off substantially in the future. And now once you have used cold outreach and content to make enough money, you're above like 15,000, 20,000, $30,000 a month, you can start doing ads. Right? And this is important to only do it after you have money because there's a massively high probability you're going to lose a lot of money when you start ads. This is, this is just what happens. You're going to lose money as you're learning how to do this right. So let's start with cold outreach and I'm going to walk you through what all these, what all these conversion mechanisms that work are. So the only thing we've ever seen work with cold outreach is a service based lead magnet. A normal lead magnet or directly pitching an offer. Nothing else works. Absolutely. Ever. So we scaled list kit to 1.3 million ARR in 90 days by offering 50 free leads. So that's a service based lead magnet and sending 10,000 cold emails per day. So picture here is Campaign 494,000 email sent, $232,800 in total revenue and $108,900 in MRR. A service based lead magnet. So what, what is a service based lead magnet? So if you were to compare a normal lead magnet which would be like oh, here's a PDF download or here's a free video tutorial, service based lead magnet is something that requires labor. So what that's going to do is as, as a for instance, let's say you're like an advertising agency and you, and you have a service based league magnet and it goes, I'll make you a free ad credit, free ad creative and you only pay me after. And if it works better than your current ones, that's a service based lead magnet. Why and why does this work? It works because it invokes reciprocity so it multiplies the chance they buy from you by roughly 10,000 to 35,000%. Like actually like it's that it works that substantially well. It's just, it's just reciprocity. Like if you, if you do something good for someone, if you do something nice for someone, they feel like they have to repay you. This is why content marketing works. If you have like very valuable content people feel like they have to pay you back. It also proves competence and accelerates them knowing, liking and trusting you. And this proves competence point is really good because if you, if you make a service based lead magnet and you tell someone you're gonna make them a free ad creative and the ad creative isn't good, the campaign is obviously not going to work. But if it is good, then you have immediately proved competence. Right? Also, service based lead magnets have a massively higher hit rate than normal lead magnets. It's legitimately three to five times more effective. And the trick here is to make it be something that requires labor. Like someone would otherwise pay for it. That's what makes a good service based lead magnet. Because the thing is, if you're selling an agency service or some kind of B2B service that's relatively expensive, like 2,000, 3,000, 5,000, $10,000 a month, you can't just get someone to just pay you $5,000 a month off a cold email. Like it doesn't work like that. You got to, you got to like, you got to take them on a date. Like ask him on a date before you ask them to marry you. Like that's what a service based lead magnet is like, let me take you out to dinner. That is what this is. So you need to stop asking prospects to marry you and start asking them out to dinner and have them get to know you first and then they'll be more comfortable potentially marrying you. Right? The good thing about this is that you could effectively go on 10 to 20 dates per day when you're doing it like this and you're doing it with cold outreach because the reply rate is going to be so wildly high. And just to explain to you, give you more evidence, I have a client here, Eamon, he was in our coaching program Client Ascension and he went from zero to $93,500 per month in cash collected in 14 months from zero. I'm not going to promise you get results exactly like that. But he did this by this was his service based lead magnet. I'll script and edit one free YouTube video for you. So he's a Content agency. And he did this like 150 times or something. And now he makes $93,500 per month cash. This is how well this works, right? So how did you Cold emails at scale domains from pork bun inboxes from Microsoft Outlook, leads from List Kit, I own list Kit. And then sending with smart lead links will be in the description. Also if you want to help with that system, we have a link in the description, cold email course, cold email setup offer and the client ascension program. You can go check that out if you want. But we're going to go on to content strategy and, and specifically sales assets. So sales assets are effectively the same thing as lead magnets, but posted online. Right? This very video you're watching right now is a sales asset. So what defines a sales asset? It's something that's useful. It is an asset by which can potentially accelerate sales. So let me give you this depiction real quick. So you're doing, you're doing direct outreach, you're doing cold outreach. You're doing a service based lead magnet. That service based lead magnet eventually signs you a client. Now you're working with this client. You get this client results. Now you turn those results into a case study. And then you film a video of the case study and post it on YouTube. And now this case study posted on YouTube gets you more traffic and signs you more clients, which also produce their own case study, which also gets you another sales asset, which also gets you another client. And you see this perpetual wheel that continuously goes over and over and over again. And it's not just case studies. It also works with swipe files, tutorials, guides, walkthroughs, the production of precisely and absolutely anything that is useful at all if you simply post it on YouTube, it works. And it works so hilariously well, like just ridiculously well. And like, let me, let me visualize this to you. I this. So right now I'm filming this. It's March 2024. I made a video in September 2022 about how to get Twitter followers and how to grow on Twitter and make sales on Twitter. That video has 37,300 views and it's getting about 60 to 70 views per day. And I filmed it a year and a half ago and there are links in the description and people are going to the links and they're opting into my email list and they're booking calls and they're joining client ascension and buying my shit. And I made the video a year and a half ago and it's getting free Traffic. So what I'm trying to explain to you is that if you have a shit ton of these, it's, it's. You end up making a lot of money. So that's why it's very important that you continuously make these. So you get organic traffic them and you make a lot of money. So let's go to ad strategy because this is what happens when you at this point you have a lot of money now, right? You're doing service based lead magnets by a cold outreach. You're producing sales assets, right? You're at like 20, 30, 40k a month right now. And now you have, you have capital to spend, right? So again what is, what is the only shit that, that that works with ads? It's via a conversion mechanism, right? But, but you're, you're putting them through a funnel this time. So like let me explain how this works, right? So always send ad traffic to a conversion mechanism. Here, here are all the ones I have personally had success with. VSL funnel. That means video sales letter lead magnets and low ticket self liquidating products. A service based lead magnet would also work here. But I'm just going to categorize that as lead magnet. So like here's an example. Like this is. This is one campaign. This had, this had 227 calls book. 214 qualified calls book. $110 per qualified call, 1,461 leads. It was $16 per lead and it was a 2.93x grow as. This was a, this was a video sales letter funnel. This was to cold traffic. This specifically was YouTube ads right here, right? This was my best cold traffic VSL funnel of all time. This was, this was wildly good. Like to, to. To get a 2.2.93x on cold traffic for a B2B offer is disgustingly good. That is otherworldly good. That, that is so uncommon of an eventuality. It's actually insane. And the only thing that made this work was because the offer was really good and the VSL was really good. So when people say like oh get really good at ads, what they actually mean by that is the ad itself is so little of the actual performance of the ad campaign. Like what is on the bsl? What. What kind of copy do you have? What kind of email follow ups do you have? Like how are you on sales calls? What is the offer? There's so many components that go into this and this is why it's so difficult and why I tell people not to start with Ads. Because it's not just oh, spin up an ad and then you make money. There's so many components to making this work that it's just way easier to start with cold outreach and do content so that you're not risking tens of thousands of dollars on ad campaigns. Right. So 99% of people running ads do not make a profit. So this was over like this campaign, this is like 20 ads, like full YouTube ads. Like I said, I sit down right here and film it, right? It was a 40 minute VSL. It was edited multiple times. It was insane. Right. So here's an example of a lead magnet and self liquidation funnels. This was kind of like a mix of this. So this was a, this was a, this funnel was a case study on how we send 10,000 coding months per day and grew a new business to $1,000,000 ARR in three months. So that was a case study about list kit. And there were two versions of this. There was a $28 version and a free version. So you could either get the $28 version or the, or the free version. And that was getting a.8x ROAS 0.8x. Right. So important to understand if, if you're using a VSL Funnel and getting $300 calls and $15 leads, but then you have a low ticket product, if you start doing a self liquidating funnel and you have a low ticket product and you're looking, you're getting, getting 70% of your ad spend return just from the purchases of the low ticket, of the low ticket product, then your effective cost per call goes from $300 to $90. And if you're able to get like, let's say you spent a thousand dollars on ads and you get a thousand dollars back and then you get two calls booked, the calls are not $500 each, they're $0 each. It's free calls, it's free leads. So figuring this out is in getting this to work properly because also you're not. There's no automatic, like there's no automatic. You just make this much, right? It's very difficult and you have to, you have to, you have to make sure you get it done correctly. Right? So sounds easy. As it looks, 99% of people are going to lose money when they start ads. So got to understand copywriting, direct response positioning. You should focus on organic traffic and cold outreach first. It's just substantially easier. Right? So if you're not actively running an email list, YouTube channel, or at least one other channel, that's easy to produce content on Twitter, LinkedIn, you are being financially irresponsible. You need an aggregator. Like, if someone comes in from your organic traffic or they download or engage in one of your conversion mechanisms, you need to have an aggregator. Like, I send an email to my email list five times a week and I post normally one to two YouTube videos week, and then I tweet a lot. Like, it's very important that you do this. The premise as to why is because you need to perpetually exist in front of people. The more you exist in front of somebody, the higher the probability that they're going to convert. Right there. There's this concept that there's an intersection between somebody who their conversion window is elapsing and you exist in front of them. And those need to intersect. It's very important that that happens. Right? So I'm not gonna be one of those dickheads who says, I have nothing to sell you when I actually do have something to sell you. I have something to sell you. All of the links are in the description. If a cold email setup offer, we have the client essential coaching program. Subscribe to me on YouTube if you want to increase the probability you see my videos when I post them. So if you subscribe, it's more probable that I'm gonna show up in your feed. So thank you for watching. I love you. Check the links in the description. Go watch more of my videos. And that's it for me today. Peace.