0:00:06 - (Adam): Cool. All right, roll on. Welcome, everyone. And I'll just keep adding. Everyone's come in the waiting room. So we're going to get right into it. Today. We are going to hear from Phil. Now, Phil, he's been with us for. Man, it's been like two to three years now, and watch this guy grow. And what is amazing, what Phil does is sets up these kick ass performance based partnerships with seven, eight figure brands.

0:00:41 - (Adam): And he uses his position with having access to the data and doing things that other advertisers can't. And he uses his position to be able to pretty much take equity out of companies. He's basically buying companies, using his position with audience side, which is pretty awesome. So he's got a hard stop. So I'm going to let Phil kind of take over. I'm going to give you screen access, Phil, and we'll just jam.

0:01:06 - (Adam): And then if you guys have questions, just add them into the chat. And then what we can do is we can do a bit of a q and a towards the end. So I'll make sure I keep a good track of time. So, Phil, man, let me. You can share screens, whatever, but, yeah.

0:01:24 - (Phil): I'm not really sharing much of screen, man. It's just going to be some talking and going to get some points across on just high level stuff. And then I want to make this as maybe, like, an agenda for some breakout sessions or something like that. Maybe just take a few points of some of the things that we're doing and highlight those, and then maybe have some breakout sessions with a few, you know, slides and some deep dives into some of the stuff for some of the new members.

0:01:53 - (Adam): Absolutely, man. I'll, um. What I can do. So, I mean, let's just get started with, um. Can you turn your camera on, Phil? I think it's on his part, but.

0:02:05 - (Phil): Yeah, I'm on my phone. Hey, I'm on my phone right now. I am trying to get to a location where I can just kind of pull over and, uh, get you guys get everything situated. But here's my camera now, so Josh feels real.

0:02:18 - (Adam): All right, Phil.

0:02:19 - (Phil): I'm a real guy, man.

0:02:20 - (Adam): He's a real guy. So let's just get started on, um, how, you know, what, I guess, what you do with audience right now, you're doing a few things, but, um, you know, just walk me through kind of where you, you know, where you started and where you're at, and kind of, let's just give a high level overview.

0:02:39 - (Phil): Well, I mean, it started. I mean, I started my agency, I was doing ads and things like that back since 2008. I mean, I've been doing Facebook ads since 2008. $0.01 click $1 lead days is what I call it. Was just doing, you know, a lot of stuff for myself, direct response, affiliate marketing, things like that. Started agency in 14 and we immediately where our niche was all small and medium sized businesses, fulfillment, we were just doing fulfillment for other agencies that were, you know, single shop stuff.

0:03:20 - (Phil): Well, I am a leverage guy, so my biggest thing was no one really knew that I was a one shot, one person agency, basically leveraging another white label agency to do all the fulfillment work for these people. So I was just really just playing arbitrage game. My backgrounds in economics, so I'm like, and hey, that's cool. I can charge somebody amount of money and then somebody else will do all the work for less money and then I just make the difference.

0:03:56 - (Phil): That's how my entire agency started. 14, I was nine to five, job two, we quickly got that up to 80 clients. But I didn't know what, I didn't know. My profit margin on that was maybe 20%. So I was getting screwed over by the company, basically. That was doing all the fulfillment for me. I wasn't making the brunt of the profit they were. That company ended up going under with mismanagement of funds and I just went, I went ahead and everybody that I worked with, I just brought them on full time. So now, hey, I had an agency that people already been doing fulfillment work for me now were underneath my umbrella. So at that point, rebel Yale agency started and we were everything.

0:04:50 - (Phil): We did everything. We were yes men. We were not no men. It didnt matter. And thats tough in multiple markets, I think 71 different industries what came to it, and that's not a recipe for, for scaling and growth. And long came Adam and I think, I mean, shoot, it even started before audience lab and stuff. This was Pedoc's days right when it started and, and it really kind of started talking, teaching me to focus in on something, develop my icpenna, focus in on kind of what we wanted to do. And then all the data started coming along and identity resolution and, and no one had really heard about that.

0:05:37 - (Phil): So I have always kicked myself in the ass a little bit for owning. In 2010, I bought $2,000 worth of crypto bitcoin and I was the guy that was using it for golf, golf bets, buying pizza, shit like that. That now today would be worth about $471 million if I wouldn't piss that away. So I was gonna. I found a wave. I found. I found a big blue ocean of something that no one else was doing. And I have a chance to get on the front side of it. And this is even well before AI, too.

0:06:26 - (Phil): Like that whole wave. So that's kind of what we did. We focused on. Started focusing on one thing, and that one thing being not the conversions. That's the best way I can explain it. That's just our foot in the door. It's our everything everybody is talking about. What's your CPA? What's your cost per conversion, what's your conversion percentage? And things like that. I wanted to go the inverse. So I found out what people's conversion percentages were, and e.com is like 2% and some coaches and other local businesses, maybe 10%.

0:07:05 - (Phil): So my big question was, well, what about everybody else? What about the other 90% of the people that you paid to, you know, come to your asset? So we really started focusing on identifying those individuals and monetizing them however. However possible. So everything really started with the identity the smart pixel man. And that, to this day, is our. Is our cornerstone. It is the. It's the best and fastest and easiest way. Yeah, there's some competitors out there and whatnot, but there's.

0:07:47 - (Phil): It's not saturated. You can basically probably send an email to a list of 100 individuals and maybe, or 100 businesses and other responses. Maybe one of them is already utilizing some type of a identity resolution. So.

0:08:11 - (Adam): I was going to say, just to recap, Phil. So for those that don't know, we have a thing called the super pixel. And essentially what it does is it takes anonymous traffic and it resolves it to email, phone number, skip traces, and all this other stuff. So what you can do is if somebody has a website that has, say, 1000 hits per month, we might resolve anywhere from 2030, even 60% of those people. Right? So you're talking like a good amount of people that you can then set up retargeting campaigns.

0:08:45 - (Adam): So what Phil's talking about is he kind of used the super pixel, which is, I guess, the first model if anyone's looking to, like, get into, like, let's say for an example, you had to sell your agency from scratch today, and you didn't know, you know, where to start with what to do and things like that. One of the first things we always recommend people go with is selling the pixel. Because what you can do is you can just find websites that are already running traffic, find companies that already have something going and just say, hey, look, I'll just give you 20%, 30% of your traffic back to you.

0:09:19 - (Adam): And that's just an easy, easy way to better get your foot in the door. What happens next though, and I think was really cool, is once you have that data, they're like, what do I do with that? So, Phil, I'd love to hear about. So you start off with the pixel and that's really cool. And I think, are you just charging like a license fee for the pixel or are you doing like, like just.

0:09:40 - (Phil): A one, a one time license? I mean, it's, it's a, we, it's a little bit of a try before. Like we give them some, you know, some, some resolutions first, but majority of the time it's just a one time setup, just license fee of that. And actually, we're actually starting to make that annual now. But then we start with just the identities resoluted that have an email, Shah hat shot 256 and some type of phone number which we give them multiple phone numbers.

0:10:11 - (Phil): All the rest of the data seems to be pretty good. A lot of them are B. Two B clients want some of the LinkedIn info as well.

0:10:19 - (Adam): So that once you get these guys resolved, I guess that's your foot in the door and you charge like an annual fee. Where does it start getting exciting? When you start moving into like a performance basis? Like that's like your first layer and then is it what you do with the data where some of your own ip comes in and you start really upselling these guys?

0:10:40 - (Phil): Yeah, a lot of the times it's basically, we'll start with that and then we'll just start layering and value adding other trojan horses on top of it. So the next one is really pretty much the follow up, the reactivation, the reaching out. And that's just a way to value add, but also increase the value of the product that you're giving out. On just the identity side, it might be a ten cent if you're dealing with some of the companies we first started. If, I mean, I'm looking at, I'm looking at 50,000 people a month to a website and they're only converting 5000 of them, 2000 of them.

0:11:26 - (Phil): That's a big number. Whenever I look at $0.10, hey, $800 on the one thing and then just all of this. Well, once I can take that and then reactivate it through SMS or email and kind of get them to opt in or get them to reraise their hand and push it over, then that leads a lot more valuable, you know, that could turn into a, from a ten cent to a $1 lead. So it just kind of starts matriculating on down that.

0:11:57 - (Phil): What can you do for them that is not their, you know, they might be doing some of that stuff in house, but a lot of the times they don't want, they don't have the bandwidth to be doing something else. So as long as you can just get in there and just do it and push everything as a performance model and talk weekly. I mean, performance model everything. Everybody thinks, oh, you're going to do all of this work for a whole month, and then you're not going to get paid until you're all done. I mean, our performance models are weekly.

0:12:29 - (Phil): Like, it's, it's. I'd much rather get paid weekly than monthly. Trust me, it's a lot better for cash flow. It's a lot better to do some things and, and then you can actually see some of the growth that way. So a lot of the things focused on our follow up systems, putting it into our system, our, our CRMs, what we've called as controlling the asset. And that'll go. I'll kind of segue into something else.

0:12:55 - (Phil): Another foot in the door along with that audience identifying is, what about all of your old leads? The old leads that you'd have that didn't convert? Let me get those leads and push those through a reactivation campaign to squeeze juice out of them. And in that case right there, those are glees that are just, you know, getting old in a CRM. They're not making any money off them. They've already paid for it to get them.

0:13:27 - (Phil): So with those two things combined, that's where your performance model is birthed. You know, somebody can give, you don't matter how many leads, as long as they have a thousand. Just, hey, sir, what is your, you know, what's your, what's your profit on a deal? You know, what's your lifetime value? What's your. Whatever. All right, perfect. Whatever they say doesn't matter. All right, I'm going to get all your leads. I'm going to reactivate them. I'm going to generate sales for you, I'm going to generate appointments for you, whatever your, you know, your model is. I want 50% of everything that I bring in.

0:14:08 - (Phil): They're like, whoa, whoa, whoa, whoa. 50%? And I'm like, well, would you rather have a hundred percent of nothing or 50% of $100,000? Because I feel like with this database that you have and you're giving me, I'm gonna be able to create you about 100 grand, and that number could be anything. But would you rather have 100% of nothing or 50% of what? We're gonna bring you what that number is, and naturally, you'll start going down into negotiating 2020, 5%, whatever, doesn't matter.

0:14:40 - (Phil): But what you've done is now created a, you know, somewhat of an equity position in that business. And a lot of the times, what you're working with is way more than what they've actually converted. So, I mean, if they're a $10 million company and they've only. And they're only converting 3% of their traffic, and I get a chance to get 97% of their leads that didn't, or let's say the leads that didn't convert. I don't know what their conversion metrics are right now, but I'm kind of mixing two 3% conversion. I'm getting.

0:15:25 - (Phil): I'm helping them reconvert or reoptimize or re resolute 97% of their traffic. Now, the ones that did convert, they converted into leads they might not have converted into sales. The ones that didn't convert into sales, those are most. Those are generally way more than what their actual sales conversions are. So you have a stakehold in a lot larger pie to generate your own, you know, your own revenue stream with.

0:15:59 - (Phil): And when I tell you some numbers, it just kind of starts. It'll start making sense and kind of start blowing your mind. I mean, we're working on an ICP right now, and basically, like, an industry takeover with just one client that could very well produce about $50,000 a week to us. And I'm seeing some questions come in, Adam, if you can.

0:16:27 - (Adam): Yeah, no worries. What I'm going to do, as well as you're speaking, I'm going to. I'm going to call this a fill funnel, and I'm going to kind of map it out here, tell people out just to recap. Right. So I guess you said that I.

0:16:41 - (Phil): Can add stuff to that.

0:16:42 - (Adam): Yeah. So you find out, you find a big company that's got lots of traffic, you say, hey, I can resolve that traffic and send it back to you. And you just give them the raw data, right? You set up a web hook, maybe plug it into this CRM, like, whatever. You can do that on a one off fee, or you can do it for free. Depends how big the company is. Then you're essentially upselling reactivation services for the data coming in. I think a common question a lot of people have is what kind of reactivation services do you usually see gets the best results?

0:17:12 - (Adam): And then how are you then setting up that pricing model?

0:17:18 - (Phil): Yeah, we're all AI all the time now. All of our reactivation is done through SMS, ringless voicemails to back to a call number that then takes over with voice AI as well as outbound voice AI that's still getting kind of polished off a little bit right now. But majority of the stuff that we're seeing through is just SMS CRM we're using go. We've, we've been with high level now for a long time. It's very much, you know, custom web hooks, everything that we need to. You know, we started off becoming, we were a lead aggregator. I mean, I'm just generating leads and selling leads and actually I was selling leads to lead aggregators.

0:18:05 - (Phil): So that's, you know, that's, that's something else. But it's GHL has been the best and, you know, how am I delivering the leads that come from the pixel that is all through Zapier, all through webhooks, pushed into certain pipelines. I might have a pipeline for an individual client or if we need some human element, I have an in house ISa team, inside sales agent team that jumps on everything and then we like, through it. They're just watching pipelines. That's basically all they're doing. A lot of automation is involved, but everything kind of runs from their system into a sheet.

0:18:54 - (Phil): We make it easy for them. I mean, it's, we give them a sheet to if they can push leads in, so we just don't have to integrate directly into their system. You know, some people have some issues with privacy. Um, so we just say, hey, create a, here's a Google sheet, send everything here, we'll pick up everything from there when it comes to, like their, their direct leads. Um, but yeah, via webhook. Native. Native. High level integration.

0:19:25 - (Phil): Yes.

0:19:27 - (Adam): So I think, um, so once you have the data, I like this because it kind of, um, it kind of, it's a quick result, right? It's like you put the pixel on and they see results. Like the next day, you know, you come to the dashboard, you're like, cool, here's your leads. And like, oh, it's kind of like a sobering moment for them because they're like, shit. That's a lot I'm missing out on. And what I like about that is it creates a lot of, a lot of agencies I think sell a novelty.

0:19:57 - (Adam): So, you know, it's something that, it's like, it's a nice to have, right? It's like, oh, it's nice to have more leads. It's nice to have more ads, but as soon as you can show them how much money they're losing, I think that's pretty, pretty awesome. So once you show them that, then you're setting up the reactivation. Is that when you start charging based on performance or.

0:20:14 - (Phil): Um, yeah, that's when we start going based on performance. When we're doing some of the react, the reactivation aspects of them, it's either going to be on a. It's whatever they want. So like, if they just want to lead an interest based lead push back into their system, it might be a smaller amount of money if they want a full qualification appointment set on their calendar. Hey, and it's an appointment.

0:20:37 - (Phil): And I mean, a lot of these companies that we're dealing with, I mean, they're paying two hundred dollars to five hundred dollars a lead in some cases. And then in some of the other very competitive, which we're kind of going into right now, on the legal aspect of the legal side of things, they might be paying that $100 a click. So that right there is just the enormous amount of money that they're putting through.

0:21:05 - (Phil): It allows you just to. There's plenty of calculators out there. I know Adam has a calculator that we've utilized back in the past that kind of looks at the number of traffic that comes through and then looking at a percentage of that and a percentage of this and it kind of spits out on a very conservative level what we're looking to baseline because we do push financial models. We're financial. We, we don't throw shit at the wall to see if it sticks.

0:21:34 - (Phil): We're financially model everything consistently conservatively. And once we show what they're losing in comparison to what they're making, it's very easy to say, man, you're lost a hundred thousand dollars. If I could help you reclaim that $100,000, will you just give me ten grand of it? And these are questions and offers that people get fired for if they don't take. That is, that's the thing right there.

0:22:09 - (Phil): Walk in any of these rooms and any of these meetings as the, I call it the big d in the room. Sorry, ladies that are on here, but you walk, you have to walk in with that swagger. You have to walk in and be there that you know that you have something that they don't and that you can help them go on. Are the days of client agency relationships. You're setting these things, these deals up as partners.

0:22:39 - (Phil): I don't need you. I'll go to your competitor and I'll help your competitor get more market share. Don't talk down to me. If you. If it. I've been in plenty of these, but I'm a very alpha personality to where I understand, and I believe that these companies need me. I don't need them. There's plenty of them out there, and I can go find the next one. And just like I tell them all the time, they're like, how did you find me?

0:23:08 - (Phil): Well, I went to yelp and I looked for the top ten, blah, blah, blah, and you came up number one. So that lets me know that you got good branding, you got a good product. You're out there. I'm helping you. I want to help you get even more market share to expand the difference between number one and number two. Oh, well, we don't need any of that. Okay, well, I've already got. Set up some stuff with number two.

0:23:35 - (Phil): You know. You know David Barron, right? Oh, yeah. You know Steve Cook, right? All right. Yeah. Those are your competitors. Perfect. I'm meeting with them tomorrow. So whenever you're. Whenever your market share starts shrinking, you're going to remember this conversation right here. Thank you for your time.

0:23:56 - (Adam): That's wild. Yeah, I love that.

0:23:59 - (Phil): I mean, you have to do that. And it's kind of like, I mean, I'm a big Star wars fan. I'm a Jedi mind trick. And if you. If you do that stuff and if you really. If you really are, believe in it. I mean, Adam. Me and Adam have had conversations, and I'm just like. Or just. I had after calls, and I will just get in a groove, man. And I'm just kind of like, you can't just sit there and flow and talk about something for 30 minutes with barely breathing and barely taking a drink.

0:24:29 - (Phil): If you don't believe in what you're doing and what you're providing somebody, you always have to be a product of the product. And that's another thing that I tell everybody. I'm not just selling this to you, guy. I've already doing this for my business. I'm already, you know, I am doing this. I'm working it. I am seeing how it's going. I'm not pushing this out into the world without me first testing it.

0:24:55 - (Phil): So we're on a peer level, you know, especially if it's people in my own industry. You know, I'm generating inbound 400, 500 leads a month through Facebook ads. And I talk to people that just need 50. So all I really have to do is say, hey, I'm gonna do exactly what I'm doing for my company for you just on a smaller. Just on a smaller ad spend level, because everything's relative to ad spend. But what I'm going to do is also, let's focus on what you're bringing in on ads. And I. And let me, let me put these little, these little, these little hacks on your site to the people that don't convert. We're going to bring them back in.

0:25:38 - (Phil): We're going to be able to slash that cost by 50%. We're going to be able to increase the conversion rate on your site by 50%.

0:25:49 - (Adam): Yeah.

0:25:49 - (Phil): They're like, there's no way. And I'm like, just watch. And that's, that's, that's kind of why we are in what Adam said. It's a, it's a. This is a show me. This is show me. And it's cool that you can always. As soon as I get. Get something, you know, connected, the very next day, we're jumping back on the phone and we're doing a screen share, and we're checking out the back office of all the traffic that's coming in that's already been converted, that's unique.

0:26:15 - (Phil): And here's everything that should be going to your, you know, to your sheet. We push everything to a sheet, and then we filter out and stuff. And, you know, based on how our reactivation stuff is. There's just a lot of things.

0:26:30 - (Adam): But I think what I'll, what I'll do is, um, I might. I've got the forecast that you're talking about. Like the one where you're showing them how much money they're losing. I think that's a really powerful one and a really easy way to do it when you're getting into, like, modeling this stuff. So just to kind of recap, it's like you find companies with lots of traffic, you resolve the identities, and you kind of get a match rate percentage, and you say, look, this is how much money you're losing, you know, every month.

0:26:55 - (Adam): If I can help just get back some of it, I want to take 50% of the money that I bring in that you would otherwise never even have. Right?

0:27:02 - (Phil): That's right.

0:27:03 - (Adam): And that's kind of a no brainer for them. They're like, oh, yeah. I mean, that's it. Like, it's not even because I know some people go straight for a reactivation campaign on leads they already have. But sometimes companies even then, are like, well, you have to get access to my CRM. You have to do this. Like, you. I don't want to. Like, they still take a risk of you, like, hurting the leads that they already have, whereas this is traffic they didn't even know really existed. Like, they had no other way of getting it, which I think is really. Yeah.

0:27:29 - (Phil): And everything you're saying is pretty much like, we've gone through enough of these, and these are faqs for us. So we. We hit all of that before, because the one thing they don't want to do, they don't want to. They don't want to. The way some of this is usually explained, it might go over people's head to where they automatically think, damn, this is going to be a huge undertaking to do this project, or I'm going to have to pull resources off to do this. And we just.

0:27:57 - (Phil): You just have to make it as easy as possible for them to explain to someone else and also integrate. And this is a super easy integration. I mean, everybody that's a big company has a developer. You can just shoot them a pixel, put this on there. And I hear. I saw somebody say something about, do any people try to go direct to audience labs when they see the pixel audience pixel code? Change the name audience pixel code? I got mine changed.

0:28:26 - (Phil): Now that. Now the individual hook inside it might say audience lab. Not a big deal. The people that are putting that stuff on are just developers that have not say in anything in the business. They're not looking at that shit at all. I've never had one person go to audience labs. So thinking about that is already putting a negative connotation and holding yourself back into why I shouldn't do this.

0:28:57 - (Phil): Yeah, everybody can come up with ideas and, well, what if this. Well, what if that. Well, what if that. Well, 1% does it? Oh, well. Blackball theme, cancel their shit. There's still 99% that's not even worried about that stuff.

0:29:12 - (Adam): Yeah.

0:29:13 - (Phil): You know, and I tell people that all the time, even if it's a director. All right, fine, man. Like, everybody is. Everybody is interested in this but you. Well, I go try to find their senior vice president, I go try to find their CEO, and then I mention what I have and if he likes it and then one of his superlatives or shutting it down, that's something that can get somebody fired, man. And that's what our offers are. It's like, how can you give up the chance to increase your revenues by 20% to 30% and even more, and profit margins, or even bottom lines, EBITDA by ten to 20%, somebody that's a director and for no money, out of pocket, all on performance.

0:30:08 - (Phil): If it doesn't work, hey, it doesn't work. If it does, you're going to reap the benefits. And all I want is a baby portion of it. And I need you to introduce me to somebody else, some of your other partners. And that's how I get all my clients. I work through people. I'm a leverage guy. I'm actually a. I'm actually a. Found this out. I'm an Amazon bestseller, bro. Didn't even know. And I just wrote a chapter in a book with a bunch of other entrepreneurs, and my chapter was about.

0:30:42 - (Phil): My chapter was about leverage. Like, just leveraging, leveraging other people, leveraging other services. My biggest thing is I never ask how. I don't want to learn how to do any other shit. I promise. I'm past that. I'm 43 years old. I've been. I was learning when I was 28. My question is, who. Who does ex. Who does what I want to have happen? Who does, you know? That's who does it. That's the question you should be asking.

0:31:14 - (Phil): Leverage in. Pour into other people. Invest in yourself, in your business, just like you're doing with us, I mean, or in here. Invest into a platform that gives you an edge. Stand out from the crowd. Don't be like everybody else. That's what I. That's what I started pushing a long time ago, and that was my big me. That's why my agency was called rebel yell. I'm like, fuck the status quo. I'ma flip it upside down. Somebody tells me to go right, I'm going left.

0:31:44 - (Phil): I am going to stand out from the crowd and be original. And that is now how we run our businesses. And I attach to a couple of other guys that do that as well. And get on LinkedIn. Find somebody that is your. That is your. I call them my. My spirit voice. Everybody talks about spirit animals and stuff. I find people like, I mean, people don't like Gary V. Who gives a shit? He's a spirit voice for me. Somebody don't like grand cordone shit on you. He's a freaking billionaire. You're not gonna follow a billionaire if you're in the real estate industry, man. I got a grant cardone bracelet on right now from, like, 2008.

0:32:25 - (Phil): I've kept these from 2008. It says, champions dominate all right? On the other side, it says, don't be a little bitch. Okay? So those are affirmations that I change and I put on my arm all the time when I go to these meetings, man, and people are like, you gotta stretch, and you gotta get ready for this meeting. It's funny, man. I do that stuff. You have to. You have to get the man. I'll take, like, three shots of crown and stuff, and I'll get ready to rock and roll.

0:32:55 - (Phil): So that is just because, look, man, it all comes down to there's beginners in here. There's people that are starting. I'm not a beginner. I've been doing this for a long time. We have been through the gutters. I had 87. I had him. I had. I had. I had 87 clients, but I was the integrator, and I had somebody else that was the face of my company, because I didn't want to be the face of my company. And then me and him have a tussle and we split.

0:33:26 - (Phil): And now my 87 clients become six. Imagine what that will do to your family, to your life. All right, so I've been down, I've been to the tops. I've been to the bottoms, and now it's very much just learning through experience, man. These guys, you know, we've. We've. We've been through the hard knocks, and now it's like, listen to us. I charge $500 for 30 minutes to an hour of me just telling you whatever you want, answering any questions, whatever you want.

0:34:03 - (Phil): But you get these things for free. All you got to do is be asking questions. And I'm gonna tell you anything and everything, because I believe that we're all. I'm gonna be at the top of the mountain, and I'm gonna leave a lot of dead bodies along the way. But do you think I wanna. You think I want to be up there by myself? No, man. I want to be up there with a lot of people having a good old Shangri la party.

0:34:28 - (Phil): So that's why I push out all this. And I'm transparent, and I'll answer any question. I'm not holding nothing back. My business is your business. That's kind of how I live my life. Because if I go to the grave knowing something and I didn't pay it forward, shame on me.

0:34:46 - (Adam): I love it, dude.

0:34:47 - (Phil): That's why I connected with Adam, bro. I mean, he's the same damn weight. This guy's in Australia, man, and doing, like, shit. Like, I guarantee we've talked that he's man, I've been up for 20 hours. 20 hours days. 20 hours days, back to back. Gotta make sure this data's on. Gotta make sure it doesn't freeze. No loops. This and that, dude. I mean, that's extreme value. When he's, when he told me the price of some of this stuff, I'm like, sweet, man. I felt like I was getting the deal of the century.

0:35:19 - (Adam): It's an eye watering amount. Um.

0:35:22 - (Phil): Dude, it's crazy.

0:35:23 - (Adam): I love it, dude. Well, look, let me, um. I just want to quickly go back to the board, so make sure we can. Yeah, I'll keep summarizing, but this is absolutely hate people loving this, I think. Um, so, you know, you find a big company, you resolve the traffic, you show them how much they're losing, and then you upsell the reactivation services. You know, when you said you're getting into clients that are, you know, you can charge upwards of like fifty k a week kind of thing, you know, is that the stuff where it's like, because you're bringing in so much revenue for them or are you charging like a per lead type of scenario?

0:35:58 - (Phil): It's, it's a little bit of both. So I came in on their b two C side and there's, this is legal, I mean, big time legal. And you know, it's, it's, this is actually a nine figure company, so it's, and it's a, it's, it's not, it's not considered a franchise, but it's, there's, they're scaling it almost like a franchise opportunity. So there's like 37 markets that they're in and they're trying to expand more. Well, I just came in on the b two C side.

0:36:31 - (Phil): Hey, how can I help you? I see you're running ads. How, how can, you know, I help you get more of the leads that are more of the prospects that, that dropped off of your ads back to you at no cost on upfront. And then we just determined, hey, what are you paying for a lead right now? And it was crazy. I was like, all right then, this is off kilter, but fire your freaking agency and first of all, and let me do that shit for you because you're getting crap numbers right now with these cost per leads and cost per clients, so.

0:37:13 - (Phil): But with what you're currently doing, this is what I can help you with. And I'm talking about to the tune of 25,000 leads, generated a big amount of ad spend and only 2000 clients. And I, that gives me 23,000 opportunities to bring them, bring them people. And then they just wanted a simple, hey, yes, I'm interested, qualified, two questions, set it up on an appointment. And I just gave them, I just threw a number out and they're cool with that number.

0:37:56 - (Phil): But then I get an email from the CEO that is in, that is directly. Actually, it wasn't even an email with, he's got my cell phone number. He texted me in a group message, a CEO of this huge law firm with their chief growth officer. So now it's flipping to b two b to grow their 37 markets into 100 markets. And how can we do that? What can you help us with? So then it's all data, baby. All data, all the time.

0:38:32 - (Phil): Well, let's exclude every market that you're in and let me do an ICP and let me show you my, my b two b audience right now through our identity graph, through our data on what's possible and then we can start layering other stuff over it so then I can say, hey, I'll just sell you this list and it's going to be less than what you're going to go buy the data for anyways. And you can do whatever you want to do with it.

0:39:02 - (Phil): Or let me just give you this list that is probably worth about $32,000. So that's already 32 grand saved. And he was about to buy this data from somebody else. And then let me utilize this to push into ads. Now it's b two b. We can do outbound, we can do ringless voicemail, we can bang the phones. And we're just calling other attorneys that might be in a bad place that want to join something like an, like a, like a franchise opportunity for no dot, for nothing.

0:39:43 - (Phil): Like there's not a hundred thousand dollar subway franchise opportunity. It's not like if you're, if you're a lawyer, you're in this segment and you want something brand new, we're going to invest into you. You just invest your time into us. So now the b two b scales, but that's going to push back into, if we open up 60 new markets, that's going to be more b two c, more ad spend, a more identity resolution, more follow up. You know, for the B two C side. Right now we're just going to do an all their follow up and reactivation.

0:40:19 - (Phil): So getting 23,000 leads to follow up on reactivate and then every lead that is not contacted after 48 hours automatically goes to us. And that's going to be a $50,000 a week lick. I mean, we're looking at some, we're looking somewhere in the 100, you know, that.

0:40:56 - (Adam): You see with us.

0:40:58 - (Phil): Yeah. Getting calls through.

0:41:03 - (Adam): No, you're a good man. Um, we'll just see what you said. So, like, yeah, that's, that's like a eight, that's like a seven, eight figure kind of deal you're putting together. That's huge, I think.

0:41:14 - (Phil): Um, yeah, and it could, and it can be like one of the standalones. I mean, that's, that's just gonna be R and D, what I like to call. They're doing a lot of R and D for us. Um, and it's just going to be like a cornerstone client that now that right there can easily get us smaller fish in that market that we can utilize for better or for more MRR, you know, right now I'm focusing on ARR, I mean, or drr, daily recurring revenue, that's, you know, type of stuff, I think.

0:41:55 - (Adam): Yeah, that's, that's super cool. I think so. Just what I like about that, once you build trust, you're like, okay, so you've helped them plug the gap on you, basically. It's kind of like the shit test, right? It's like, basically like these people are thinking of you legit. You show them how much traffic they're losing, you say, hey, I can help you get it back. You know, then you start running reactivation. They're like, oh my gosh, this guy's making us money we didn't even know we had.

0:42:19 - (Adam): And then you're coming in with the cold audiences where you start to build in markets and they're like, well, look, we're looking at target, these guys, and expand. And you basically say, well, instead of buying data from these companies, these companies, you can get this and I'll give it to you for this price. And you basically stacking the worth of the data already and say, you can buy this list from me directly for this much and do it with your own team, or we can sign, I don't know, like a twelve month contract, and I'll basically give you the data as part of my service.

0:42:46 - (Adam): And now you're in, and that's, you.

0:42:49 - (Phil): Know, that you're part of their, you're, you're part of their sop. And we don't make it, we don't make it difficult. Like, it's, I mean, you don't really have to do much. It's like, hey, see, it's just a quick little integration. A CRM download now on the B two B side, we're. There's going to be some stuff that we need to do. But it's, overall, I mean, it's. It's not going to be as difficult as what we once thought. But I.

0:43:18 - (Phil): Cold audiences, audience takeover takedowns or industry market takedowns. I mean, we haven't even explained the possibilities of where we can go. Because, number one, right now we're just focusing on foundations. We're focused on starter KPI's and things like that. Because then there's always optimization on everything. But if we can get a good foundational base KPI, then, you know, then we can start talking metrics and dollars and cents.

0:43:52 - (Phil): Right now, it's just a lot of estimates, but it's just conservative estimates. But when conservative estimates look like these numbers, something's better than nothing. You know, at this point, you just want to get in the door and show them instead of tell them, yeah.

0:44:09 - (Adam): I like that show instead of tell. I think that's huge. Um, all right, any, any questions? We'll clearly wrap these up. Cause I know Phil has to go soon, but this is phenomenal. I think, um, the, the key points I think here is, um, you know, start off by. I think a lot of people come in, and this is actually a really interesting thing because, um, Oren Cliff mentions this, and I always bang on about this, but, uh, there's such a thing as making something sound too innovative to the point where the company just thinks it's extra work.

0:44:42 - (Adam): So what I find is really interesting here is coming into a company, and the thing about the pixel is not any extra work to them, right? If you came in and you're like, oh, we're going to do this, this and this, this and this. Like, if they are someone who's, you know, high up in that company, or they're working at that company, like, that just translates to work for them. But if you're saying like, no, no, no, we're going to install this pixel. You don't do anything. And then I'll handle the work, and then we'll generate extra revenue for you guys. Like, that's so easy to do.

0:45:12 - (Adam): And I think that's the number one.

0:45:13 - (Phil): The number one. The number one rebuttal I get is it's going to slow our site down. And I'm like, no, it's not going to slow your site down. Do you got GTM? Yeah, we just plug that in there. So it's Google that's slowing your site down. If anybody else. It's not my scripts that are inside a container, you know, so. Yeah, but that's what we get a lot that in privacy policies and stuff. And I'm like, well, we have some privacy policy stuff. You're going to add in that we've, you know, taken from, you know, we've got. We've got attorneys in on this stuff, just like we get attorneys in on our SMS. And.

0:45:46 - (Phil): And, you know, there's been other things that we've talked about with, you know, last couple weeks where some really good, compliant SMS stuff is going on. And I feel like I'm big in the SMS world and I don't know everything. And I'm going to be hooking up with somebody that came through this organization that Adam introduced me to to help solidify my SMS systems a little bit better. So my biggest thing is just stay plugged in to this community.

0:46:15 - (Phil): Get into school, man. I'm telling you, you're going to, you're going to learn. You're going to learn so much. And you got people like Adam and I guess, myself, that we're just, we're just trying to pour value as. As much as possible, and. But, oh, one thing I want to say, well, clients, stop trying to go direct, man. Stop competing against people. Find somebody that already has the clients you want that don't provide the service that you do.

0:46:48 - (Phil): So if you're an agency owner and you have this, like, I just started going to other agencies. I started going to big time. I found out who I would go to some of the biggest companies and be like, oh, who designed their website? Okay, cool. I'm going to that guy's website. Damn, he doesn't do nothing on ads. Damn. He doesn't do nothing about pixel react or reactivation resolution, follow up, CMo, match rate optimization.

0:47:16 - (Phil): Cool. I call him up, they're like, I got something that every one of your clients will feast off of. Let's me and you partner up.

0:47:26 - (Adam): Just real quick, Phil. I just pause on that. Essentially, Phil's talking about something we call the MVP method. I mean, there's a bunch of.

0:47:36 - (Phil): That's my bro.

0:47:38 - (Adam): But essentially, what we. This is something we teach heavily inside of Das is if you're looking to work with a big company, don't ever go directly to the client, because, you know, I'm just quickly draw this out so I can kind of hammer this home. But essentially what. What Phil's saying is, if you are, I'm just going to go over here. If you are over here and this is you, the agency, and you want to work with a big client here, let's say it's like a big mortgage company, right?

0:48:14 - (Adam): If you go directly to that company, chances are going to be like, no, we already work with this agency, and they're just going to quickly palm you off as soon as possible. And if it's a big company, they're going to be working with an agency or have an internal team, but their internal team won't do everything. Their internal team might write the copy, but they'll have an agency. They might have a web design agency, they might have an SEO company. Chances are they're always going to have some kind of the third party vendor they're dealing with. It's never always in house.

0:48:45 - (Adam): So your job, instead of going to the company, is to go to the agency and say, look, I can help you with this. This is something you don't offer if you're an SEO company. I can help you have this pixel so that you're actually getting the client better results and you make them look good. And this is what we call the MBA P method. Right? And it says for mutually beneficial partnerships, because this here, this what you're creating here, we refer to this as corporate angst.

0:49:19 - (Adam): And essentially what you're doing is you are making somebody look good in their job by selling your stuff, which is a pretty sick strategy. And this is actually how we started so many businesses doing this MVP strategy. It can take a while, it can sometimes take months to form one partnership. But like Phil's saying, once you get one agency on board, they're just going to start pushing you clients.

0:49:43 - (Adam): And it's a super, super effective way to do it. And what I'll do is, on this one, I think we have got a whole training on MVP where we might start sharing, too. But, yeah, this is how we do MBP partnerships. Essentially, what Phil's saying, it's, you start off. So to people, like, where do you find these big companies? Like, where does Phil find these big companies? You start off by finding the agencies that are dealing with these big companies.

0:50:10 - (Adam): And I can guarantee you that a lot of these agencies are just doing pretty basic stuff. Like, oh, they're doing the creative, or we do the videos or we do this or we do that. So if you basically find these agencies, then you find the companies, and then you can start going through here. But the relationship they build with the agency for the MVP, um, that's like an on. That's probably the most powerful business relationship you're going to have, is creating that corporate angst.

0:50:40 - (Adam): Let me see here. One sec. Um, are you still with Phil? I know you got a hard stop soon, so.

0:50:52 - (Phil): Yeah, I'm still with us. I just had to run in and, uh, run in somewhere, drop something off, and I'm just.

0:50:59 - (Adam): Well, look, we might. We must start wrapping up there, because I know. I know you got a meeting. Adam, can you ask him about the cookie notice so that you can text.

0:51:08 - (Phil): For b two b reactivation?

0:51:11 - (Adam): So, cookie notice. What I would actually recommend here is I'll need to find the website, but there's a website that automatically updates your cookie policies based on whatever new TCPA regulations are past. I think it's like $20 a month or something, but you can put it on multiple sites. I'll find the exact name of the site. I don't have it on me right now, but I would actually recommend that I'll post it in school and in an email, but it's definitely should happen on their site. So if you put a pixel on the site and you're planning on going after those companies or reactivating those leads, if they have that notice, then I can actually text them from a text or call or email or whatever based on them accepting the cookie policy. Right.

0:52:01 - (Adam): Um, with b two c gets a little bit tricky. B two b. It's b. Two b is a lot different. I mean, like, I'm not a TCPA penny, so I can't say exactly, but b two b, in my experience. And what we found is b two b. As long as you're actually hitting up a business, um, if you're hitting up a business on their personal self, things can get a little bit murky. But I'll, um. I'll find the exact cookie, uh, that a lot of people are.

0:52:29 - (Adam): The exact cookie banner a lot of people using. Because sometimes it's not enough to simply just have verbiage on your website. There's some other stuff you need to have as well. Um, and I'll pull that out. Does anyone have, um, just before. Obviously, because Phil's got to go. They won't have any questions just regarding MVP, anything that, like, Phil spoke about then, because this is, like. This is seven figure stuff. This is stuff that people just don't show you because they're likely doing it, and they're like, oh, do this instead. But doing, like, an MVP partnership is how you get big clients. Like, that's. That's the best way to do it.

0:53:03 - (Adam): So if anyone has any questions on there, and then we'll. Otherwise, we'll let Phil go.

0:53:11 - (Phil): Yeah, no question. Yeah. Absolutely, Phil. Thanks. As was said, thanks for being on. Real quick, guys, we're going to go into a lot more detail on calls specifically like this on our sales conversions calls. Those are going to start September 3, so just register for those in school. And we're actually going to just make this a regular thing.

0:53:33 - (Adam): Yeah. All right, so.

0:53:38 - (Phil): I'm available in school. I'm available in school all the time. Post something on there. Tag me on it, send me. I like the tags. If you're going to ask questions that could be relevant to other people, just put it in the discussion and tag me and we'll just have a discussion there. And if it's something that you might need some help on or anything like that, we can always take a offline.

0:54:06 - (Adam): Amazing, man. Um. Sweet. All right, so, guys, that was absolutely fire. I mean, um, so what I'll do is, I'd love to know, um, end of every session, who here isn't actively using audience lab? Like, you're. Like, you're new, you're not using audience lab. You're not a current client. Chuckle one in the chat. I love to know here is new. Who is a current client? I see a lot of familiar faces. Cool. Joe. Anthony.

0:54:33 - (Adam): Edward. Andrew. Tasha. Sweet. All right, well, look, I want to encourage you guys, well, two things. First of all, how many people here are under ten k a month in their agency? Like, you were under $10,000 a month? That means if you're under $10,000 a month, that means you've got three fundamentals you got to figure out, which is the offer you need to perfect how to find clients. And then the final thing is just repetition. So, like the optimization period, those are three core fundamentals that we see. So if you are under ten k a month in your agency, or you're just starting out, drop me a.

0:55:15 - (Adam): Just say, like, drop me a u under ten k a month. Cool, cool. All right. Um, we actually have something we're going to. So I'll do two things. So if you're under ten k a month, I want to, um. We actually have something working on with Phil. Um, we're calling the incubator. And essentially what we're going to do is he's going to be running a lot of these sessions specifically for people under ten k a month because the stuff that we're going through is more so related to how to start.

0:55:43 - (Adam): Right. So, uh, if you are under ten k a month, just chuck your Nathan. What would be the best way to connect with these people? I think if they can just chuck their email in, you can just take record of that, and then we can just send them an email for the link.

0:55:56 - (Phil): Yeah, that's what I was thinking. That'd be perfect.

0:55:58 - (Adam): Sweet. All right, so if you guys are under ten k a month, chuck your email in. We're going to give you a link so you can check out the incubator. And this is where we're going to pair you with guys like Philip. And think of it as almost like a ride along. Like, you know how you have like a ride along when you're trying to be a police officer? It's like you do that. Like you get in there, you get in the trenches, and you actually, like, work with someone who is doing that. And we do have incubator plans that we're putting together and that's specifically for under ten K month. If you're over ten k a month, I wouldn't do this because you're going to cover a lot of stuff that you might not need to cover because you're over ten k a month, you're probably getting into one of two things, which is client acquisition or scale.

0:56:34 - (Adam): All right, so chuck your email in there if you're under ten k a month. Now, if you are over ten k a month and you're looking to scale, this is what we recommend. We always tell people, you got to get into is the best way to go. That's what fills in. That's where all these speakers are coming in from. So we're going to drop a link and we'll invite you basically to come onto a call where we diagnose what is the bottleneck in your agency to scaling.

0:56:58 - (Adam): All right. A lot of people like, if we're like, oh, yeah, jump on a call. A lot of people like, oh, what's in the call? And it's like, this is what we'll go over, right? I've instructed the team, we don't go over anything except this. Basically, if you are say, let's say you're at ten k a month, trying to get the month, maybe fifty k a month, trying to get one hundred k a month, maybe one hundred k a month, trying, gets a million a month, whatever, right?

0:57:17 - (Adam): If you were in this stage of agency, you either need client acquisition or any client fulfillment, right? And essentially what we have is we've taken all the success stories that we've had in audience side and we've broken it up into, I think it's like six needle movers that you would need in order to hit that mark. In your agency. So let me quickly go back here. So this is something we just added to our website recently.

0:57:42 - (Adam): Let me just go here. Solutions. And essentially these are, it's one, two, three. It's seven things that you can do as an instant needle mover in order to grow your agency. And that's what we want to diagnose on that call. It's a pretty cool call. It's definitely worthwhile. So if you want to get on one of these calls and figure out what's wrong with your agency and see how we can help, and you're over ten k a month, I'm going to drop the link for our data as a service program.

0:58:11 - (Adam): This is if you are not currently an audience lab member, because we're going to send you a different calendar. If you are audience lab member and you want to get on something like that, then you actually, this video is going to be inside the school, but jump in there. So if you're under ten k a month, chuck your email in and we're going to introduce you to something called the incubator. And this is something we put together.

0:58:34 - (Adam): If you're over ten k a month, don't get in the incubator because you're going to be learning stuff that you probably already know and you don't need yet. And the license that we've designed for incubator is a bit more. It's. We're going to think of it as like a ride along. Okay. If you're over ten k a month, then get in and book a call to see how we can help you grow. Because what I love about what Phil messy talked about is leverage. And I think leverage is one of the most powerful things.

0:59:01 - (Adam): Basically what he said is instead of having to learn everything and do everything, go through all this stuff that other people have gone through, I just find the leverage, and that's what we're looking at here. There is seven leverage points, seven problems that you likely have in your agency that we can identify, pull out and then show you how to fix. All right? So agency of ten k a month, you just need to get in that call. It's going to be very beneficial to you.

0:59:27 - (Adam): Maybe you don't even want to work with us, that's cool. But get in there and then sort that problem out because it's going to help you a lot. So I'll check that link in there again. Oh, and sweet. Thank you so much, guys, for coming on this workshop. We're trying to just produce fire every week. There'll be a recording available that I'll push out as soon as possible. We take it, we transcribe it, we make it look better. Good.

0:59:51 - (Phil): Can I get one last, can I get one last little tip? And I'm going to get the link and I'm going to put it in the school. So you have to be part of school, you have to do everything. But one of my tricks that I said I was going to give it once I made sure that it was good. But do you know how many software and SaaS companies are started every day that have so much funding from just their, you know, from just a vc or something like that?

1:00:21 - (Phil): I'm putting together a link and a list of all of those companies and their individual directors. So you can just reach out to them and help them start their company with a great foundational product, because they're going to start having to run ads. They're going to have to start doing this. They're gonna have to start scaling and bringing in customers, help them, help them get their, their waste, you know, trimmed as much as possible. So sas tech is, is a good way to go.

1:00:57 - (Adam): I just had a, yeah, that's amazing, Phil. Appreciate that, man. I just had someone ask, what about anyone who's like, you know, over that hundred k a month and like, you're already in Dallas, you're doing something like that. If that's, that's you, that's where you need to get in. And I would say setting up some of these performance partnerships with these big companies is how you're going to break past that one hundred k, two hundred k a month mark and getting in where you're actually taking equity, some of those companies. So what I might do is I might do a specialized training just for that, of those folks that are over that amount.

1:01:29 - (Adam): Because really, I think the first, the first, I would say $100,000 a month in your agency is the hardest to make. After that, it's repetition and optimization, but, um, and processes.

1:01:42 - (Phil): And processes, that's one thing. That's where I'm at right now. I mean, I've been, I've been trying to, uh, I'm the guy that does. Nobody can do anything as well as I can in my business. And that's my, you know, that's been my January 1 kind of what I'm going to do is relinquish a lot of my management and stop micromanaging and oversight and give it to others and let them prove themselves. And that's, you know, so, hey, if you're an incubator, and you want to start working about working on processes and sops and operations.

1:02:22 - (Phil): You know, that's where I am right now in the season of my business, you know? So we could easily get together and run that route together.

1:02:31 - (Adam): Hell, yeah, ma'am. All right, guys, we're going to stop the recording there, but what we'll do is we'll leave the room open for a little bit if people need to click links or anything like that. So I'll stop the recording.