Hi! This is Moby.

Over the last few years, I’ve done this with paid ads:

I want to share the #1 lesson I’ve learned: get more leads AND more importantly, more booked meetings.

In this email, what you can expect:

Enjoy!

P.S. If you would like to join fellow B2B peers to talk LinkedIn, you might like to join Peer Roundtable: What’s Working for You on LinkedIn? It’s free to join, and I’d love to have you there.

This is the funnel I’ve successfully run for companies in Proptech, AI, and services:

It’s actually NOT part 1: generating leads that’s the bottleneck.

It’s actually getting the leads to turn into booked meetings.

A lot of companies would be better suited to increasing their lead → meeting flow before they increase their leads.

For example, for a 20% conversion from lead to meeting:

For a 40% conversion from lead to meeting:

For a 70% conversion from lead to meeting:

The easiest lever is to redirect people to a booking form immediately after they submit a form:

Not a generic Thank You page.
Not a content consumption page.

A booking page.

And if they don’t book?

Nurture the f*** out of them.

Emails.
Calls.
Texts.

If you’re selling to SMB, there’s no limit.

You always want to communicate to prospects more than what you’re comfortable with.

Booked meetings is one thing.

Getting them to show up is another.

Regardless of what market you sell into, expect a lot of people not to show up.

Life gets busy.
People forget.
They don't want to actually talk to you and regret booking a meeting.
They get called into a different meeting.
They have to do some deep work, and they need to punt sales calls.

They have every right to not show up to a meeting, and until they unsubscribe, you have every right to tastefully try to rebook a meeting with them.

And here’s how to get high show-up rates:

Rand Fishkin spoke at Industrial Marketing Summit last week, and he talked about what’s happening to the internet with AI.

My messy notes below (ignore the image, my writing is too bad):

Traffic to websites is down. The best example for it is Hubspot’s blog traffic:

Why?

We are no longer clicking as much as human beings.

We're clicking less on links, even after searching, and our main form of internet consumption is infinite scrolling.

Tech companies are incentivized to keep you on platform.

So what?

We cannot fight the fact that sharing outside links on social media will bring your reach down.

We cannot fight the fact that people scroll more than click now.

But what we can still do is this:

So keep posting on social, but keep bringing them onto your email list.

I’m getting 15 B2B founders and marketers together for Peer Roundtable: What’s Working for You on LinkedIn?

The idea is for us to get together and share what’s working for us.

It’s free to attend. Register here before slots fill up.

Went to New Media Summit, and it was fuuuun. I may or may not have skipped almost all the sessions and just met people, and it was 10,000% worth it.

Vindicated by this tweet (shared by Ethan):

I may also be in my selfie arc.