$1M Lead Gen System Masterclass (ScoreApp) — a Webinar funnel teardown
ProductSaaS
TypeWebinar
CategoryMarketing software
How the $1M Lead Gen System masterclass works
ScoreApp makes quiz and scorecard software, and its main ad campaign doesn’t lead with
the software. Twenty-six of the account’s thirty-four live ads, some running for over a
year, offer a free 20-minute masterclass from its co-founder Daniel Priestley, author of
Oversubscribed and Key Person of Influence. The ads sell a named system with a number
in it, “the $1M Lead Gen System”, and how little time it takes to learn.
The founder is the offer, and the product comes second. The opt-in page opens with
Priestley’s name, a video trailer and testimonials about learning from him. ScoreApp is
introduced four sections down, as the tool the masterclass teaches. By the time the
product is named, the visitor has already decided they want what Priestley is teaching.
The page is the product. The opt-in page is built in ScoreApp as a scorecard, so the
software runs the funnel that sells it.
What comes after the opt-in, the masterclass itself and the pitch inside it, is not
captured yet. The form is behind a captcha that needs a person to get through.
Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.
Every ad and the top of the page are about Daniel Priestley and a "$1M system". ScoreApp is not named until the page's fourth section, as the tool the masterclass teaches.
The opt-in page is a ScoreApp scorecard. Someone signing up to learn scorecard marketing goes through one to do it, so the product demonstrates itself before it is sold.
3
The ask is put in minutes
"20-minute masterclass", "on your lunch break", "in the time it takes you to eat your lunch". Three ads and the page all lower the cost of signing up by saying how little time it takes.
The form promises the "Blueprint" and the masterclass, so what the lead gets next is Priestley teaching the system the ads named. The masterclass, the pitch for ScoreApp and the follow-up emails sit behind a captcha and were not reached.
Sell
Retain
Attract
Capture
Nurture
Made for a big screen
See all 5 steps as one map
On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.
Every ad and the top of the page are about Daniel Priestley and a "$1M system". ScoreApp is not named until the page's fourth section, as the tool the masterclass teaches.
The opt-in page is a ScoreApp scorecard. Someone signing up to learn scorecard marketing goes through one to do it, so the product demonstrates itself before it is sold.
3
The ask is put in minutes
"20-minute masterclass", "on your lunch break", "in the time it takes you to eat your lunch". Three ads and the page all lower the cost of signing up by saying how little time it takes.
The form promises the "Blueprint" and the masterclass, so what the lead gets next is Priestley teaching the system the ads named. The masterclass, the pitch for ScoreApp and the follow-up emails sit behind a captcha and were not reached.
