ICON14: The Easy Button

(Notes from presentation by Brad Martineau at ICON14)

Easy Button

Infusionsoft isn’t Easy and there is no Easy Button.  Also, there shouldn’t be an Easy Button.  Instead there should be an “I’m getting better Button”, “I’m wishing for more wisdom Button”, or an “I’m gaining skillz Button”


The solution for the gap between Idea and Implemented is a clear vision of how it is supposed to look like when it is done.
(See Small Business Success Machine worksheet.)


Form by Sixth Division, handed out during The Easy Button breakout session at ICON14

Form by Sixth Division, handed out during The Easy Button breakout session at ICON14

You are not a snake. Don’t swallow the entire business changes whole. Look at individual aspects that need to be updated. This is the Small Business Success Marathon.  Each section needs to be filled out for what projects need to be addressed.


Where do I start?

1. Drive revenue?

2. Peace of mind?

3. Optimizing and Streamlining?


Look at the full list of projects you wrote on the Small Business Success Machine worksheet and rank 1 through 14 for each of these three questions. Add up and work with the highest sums first.


Organize: Seal the cracks. Use this chart and go one at a time through each project in each of the 5 systems and fill out the full chart.

Form by Sixth Division, handed out in The Easy Button breakout session at ICON14

Form by Sixth Division, handed out in The Easy Button breakout session at ICON14

Example: Opt-In

They Do: Submit form to Opt In, I Do: send the link to video 1 and follow up emails

They Do: Watch video 1, I Do: Send link to video 2 and 2 follow up emails

They Do: Watch video 2, I Do: send link to video 3,

yadda, yadda,

I Do: send emails driving to request a consult (links with TimeTrade). If they don’t request a consult, they go to long term nurture.


The next step is getting V1 Content. Pick a day in the very near future, say you will send out an email at the end of the day regardless of what it says and actually send it because an email in your mind is worse than an email in the system.

The fundamental element of marketing is knowing where people are in your system. Always be able to see the STATUS of people in your system at any time. Put this on your Dashboard. What activities do I want to track? Put these on the Dashboard. “The key to implementing properly in Infusionsoft is staying out of the system as much as possible.”


Choose the appropriate Success Sensors(TM) – These are also the main Categories recommended for Infusionsoft for organization and easy identification

Status (Here you can keep track if the Contact is Actively consuming products/services or if they are in the Nurture phase.)

Activity (This is the activity of the Contact. These tags are a good place to go when building out Leadscoring.)

Profile Data (All of the tags about what type of contact this is (Prospect, Client, Active, Long Term Nuture, etc))

To Dos (Steps that need to be taken with this Contact. Ideally there will be no Tags of this kind present on a Contact record, because if there is, something needs to be done!)

Metrics *I’m not sure if this is the fifth Sensor, but I think this category is needed (I use this for all of the reporting that needs to be on the Dashboard so you can see a snapshot of everything going on, where contacts are in the pipeline, and what may need to be done)

Create the appropriate Monitors (Items for your Dashboard)

Get this to 0 (zero) – This means there should be no contacts displayed in this collection of Saved Searches at the end of each day.  This is where you put Leads that MUST be followed up with promptly.  Credit card declines, etc)

Snapshot –  Here is where you see how your business is doing TODAY.

Really Important Numbers (Main Funnel Stats go hear.  Track the flow of people through your Funnel)

Red Flags – Nuff said.

That’s the end of the Organize phase, and this is just for one system.  Now do the entire process again for the next system (Live Event campaign, Nurture Campaign, 3-Day Sale Campaign).  Ideally, have all of these items written out (yeah on paper) before you go into Infusionsoft and start programming them all in.  So much time is SAVED when you lay everything out correctly from the beginning.


Optimize:  This is what you do after you have successfully built out a system.  Sometimes as you build the system, you may go back and forth between Organize and Optimize, but don’t get stuck in the Optimize phase.  Get ‘er done! (my phrase not Brad’s.  He doesn’t talk like that.)

Sources – Put good stuff in so you get good stuff out (Opt-Ins, Actions taken, etc).

Content – Update the content (split testing) for everything in that system

Process – Change the whole process if you have to.  Just because you spent a couple dozen hours on something doesn’t mean it will work.


Customize. Identify the Cliques – The way you present to your business to different customers matters  Talk to different groups differently. Split the systems (Segment: Tags) so you send targeted information. Why not start right on the thank you page.  Segment often and early.

This full business process should take 18-24 months to get completely setup up and running smoothly. “The structure of a thing allows you to enjoy the benefits of it.”  Sixth Division is trying out a new model where they do this process together with the business owner. They will do hand holding while the system is being built out, and walks the business owner through the process. Afterwards, a whole bunch of other stuff gets built out too.

For an interesting conversation, try telling Brad how much you love using Opportunities in Infusionsoft, and ask him his opinion.  Let me know what he says. 🙂

These notes are from Brad Martineau’s presentation at ICON14.  Nearly all of the content are in his words or paraphrased.  I’ve added only minor bits for clarification or example.  For more notes from ICON14, please check out my InfusionCon Notes category of posts.

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