Columbus marketing playbook: How I Use Alex Hormozi's "Rule of 100' as a Marketer

Kind: captions Language: en How's it going, guys? My name is Andy. I own a solo marketing business. I just did 26 grand last month. And this is my daily marketing channel where I build and strategize in public and teach you guys what's working in live time. If it's your first time here, I own a design studio called MMG Studio. I have a podcast called Marketing by Design where I interview marketing leaders in B2B healthcare and beyond. And I have a in-person events and mastermind community and also an online component called the Columbus Marketing Organization where I add value to those nearby me in the city that I live in Columbus and I absolutely love it. This is my newest one and a lot of updates to share here in today's video also. So if this is your guys's first time, the normal structure that we follow here, we're going to do a little bit of live lead gen. So, I'm going to update you guys on my pipeline, things that I'm doing to grow the business, as well as you're going to be able to look over my shoulder and see actual outreach and things that I do on a daily basis to make sure that the business is growing and keeping the pipeline full. Then, we're going to build and strategize in public. I'm going to talk to you guys about some of the recent work that I've done to move the business forward to grow and more on the strategy side in terms of where my head is at, what I'm thinking, and going to double down more on more on in the future. And then we're going to go into updates and growth stats. So, I keep a handy little panel here where every single day I log in my channel, my stats across all my channels that I'm focused on growing in order to create the awareness and affect outcomes more as I take my actions throughout the day. So, I'm just going to get right into it this week. The current things that we're we're doing are video outreach for um healthcare prospects, people that are in the pipeline. I have three more that I can send, but I need to kind of fill out this pipeline here. If I do a little bit of introspection, I want to update you guys on how many of these people have responded, watched videos, etc. Just to keep an update. Last week, I kind of clarified with you guys that this would be the ideal pipeline. So, LinkedIn, send a LinkedIn connection request, they accept, then I sent an intro message to them on LinkedIn, then start a conversation getting multiple replies. Then I switched over to the email, meaning I would then add them in here into Folk, enrich their company information, see their website, get their email address, and then I would add just a ton of value via a video DM. And these aren't just typical video DMs. These are where I spend five plus minutes assessing the areas of highest leverage improvement on their existing website. And I just unload a two to three minute video of pure value. So, I usually lead the video with something like, "Hey, just stumbled across your guys' website. I know we connected on LinkedIn. We've been chatting over there because I do this stuff every single day. I wanted to a personalize the intro with this video, but b also give you two to three high activities that I am confident will double the amount of results that you guys are currently getting from your website and just give you all this for free. If you have a developer on staff, feel free to send this over to them. But if you guys do need web help, feel free to just respond with thumbs up, raise your hand. We'd love to connect further." And that does a few things. One, it shows that I am relationship first, that I am really here to add value. Two, it allows me to display expertise. I'm literally talking through the changes that I would make and implementing them for them in live time totally for free on my own dime. And three, it shows that I am available to help them implement this thing and do it further on a paid basis. So, it on multiple levels qualifies them and sets it up for a perfect opportunity to move forward. Looking here in TA, which is the platform where we store all of our videos. I have them on this custom playlist here tagged as video outreach. I like to start by doing follow-ups, people who have already sent videos to who have viewed them. So, as we refine the pipeline, there's a few Adam has watched, so I will respond to him, follow up with him. Bria has watched, have to follow up with her again. Sonora, Chris, Christine. So, what I'm going to do is I am going to go over to Codeex, which is my handy little MCP here. And the good part about Codeex is that it has a MCP connection to Folk. So, the way that the Folk is structured is they can actually see the people, the contacts. I I have done a good job keeping this organized. I can move all these over to the follow-up stage because they have not gotten back with me yet. And then it will be able to recognize, okay, I'm looking in the video outreach folder. Essentially, this is what Codex is doing. Hey Andy, I'm looking in the video outreach folder. I need you to I'm going to actually live record it here. Go to the switch over to Codeex. Head over to the MMG home base. I'm cool with doing that there. Hey, using the codeex MCP connector to folk, I want you to take a look at the uh video outreach group and in the all those in the follow-up stage. I want you to find the associated company contact email that I've sent a video outreach to and draft within chat here an appropriate follow-up message. So, you should be using the Gmail connector and sending and drafting a light follow-up. Again, in that same thread that says, "Hey, name wanted to make just wanted to check to see if you had already watched the video. Hope you're having a fantastic Monday with a smiley face or something like that." Make it contextually relevant to each person and respond and chat with your drafts before executing and sending because I don't want to have any misfires. Haha. Go ahead and do that. Great. So, while that is executing, I am going to go in and find newly connected people. Uh, I'm very consistent on sending 30 connection requests every day and go to my network over here and go to connections. And if you go into my network and go into connections, you can see all the people who have recently accepted connection requests. And I usually start with a totally unbusiness related intro. So I go to Mr. Mark here. sending in separate messages is helpful. created a fun little addition to my uh custom app where I track everything here. And it should have a little uh widget that now pops up every time I enter a new tab that allows me to track my outreach for purposes of awareness and accountability. Base pearl versell budget Every net new tab I open, it should little widget here. We head over into Vibe Code Nation here. Man, I was really excited to show this to you guys, but it should still work. just nothing working. Okay. Okay. So, disregarding that, um, what we're going to be focusing on is just doing the Hey, for some reason the pop-up modal uh chrome um Chrome extension that we built is not popping up and loading. Uh can you please help me troubleshoot or identify why the issue is not working? glad we finally connected. emoji. Glad we connected as well. Period. Hop to connect sometime. D dot dot dot. Are you based here in Columbus? Oh no, not a great typer there. So glad we finally connected. Smile face emoji. We actually go extensions hit update. Reloaded. Now, if I go to LinkedIn, still not popping up. Great. Dude, this is infuriating. Here it is. Oh my gosh. Okay. So, yeah, this is my little um rule of 100 counter, which then syncs back to my master database. All I have to do is have this homebased tab open. And it looks like I have to hit refresh on the Chrome extensions every time it pops up. But this essentially syncs back to the native browser that I have it in within here. and I'll be able to track all my outreach sent every time I hit refresh. So, I sent about 20 DMs there. So, I'm going to make that this makes it a lot more reinforcing for me to track and it's like keeping score. This is why I enjoy doing it. That and the accountability of obviously recording these. So, the way this works is that Alex Hermosi's rule 100 recommends that you send a certain number of outreaches or a certain number of time on warm outreach every single day. And this is kind of my method for doing that. Um, all of these count for different amounts. So video DMs count for 10, meetings count for 10, referrals count for five, uh, LinkedIn connects count for one, obviously. Um, and the good part is I can automate some of these parts. So go over to quad code. You guys know my daily process for sending connection requests. Uh, let's go ahead and send another 30 connection requests. So log into his native browser here and sign in. I have to resign in every single Sonus is killing me here. dude. What is it? I'm not sure how your guys's I use a brand new 2024 or 2026 MacBook Air that is supposed to be the cream of the crop in terms of browser speed. This performance I think it's because I have Riverside running and recording this is absolutely atrocious. like it it is immensely frustrating. Um so yeah, we're working our way through that, navigating and learning as we go, but we're optimist here. Not now. Connect here. Send our connection request to keep the pipeline running. And in the meantime, what I'm going to do is also find some more good people. Check in on our follow-ups here as well. Make sure I read through all these as well. Wow, there's a lot of matching details. Okay. Okay. All the ones you sent in the main menu uh look good. Don't send the one to K Wilson. Don't send Don't send to Carson. Don't send to Lisa. Don't send to Eric Jeter. Don't send to Windsy Blazak. Don't send to Bria Galvin either. Go ahead and send all the ones. Um the last one on the list being Arshad Ali. That would be the last one. And go ahead and send them all. Exclamation point. Great. So, that takes care of all of this. How many in total is that? Immediately can go ahead and count that many more off of my list for outreaches via email, which is amazing. And I do plan to send a few more video DMs today as well. Man, the bugs in this place are ridiculous. By the way, guys, I'm in Shout out to Cohatch Springfield. Love this place. Great place to work. Unfortunately, they used to have a lot of food and other vendors here. Um, if you guys take a quick look around here, kind of in the middle of a food court area. This place used to be popping with uh food vendors. And unfortunately, in the last couple months, a lot of them have closed down. But I used to come here every single day and do a lot of what I'm doing now currently, like business building activities and it used to be a lot more popping in here. But it's a nice great area to work. Highly recommend Cohatch in Springfield. If you guys are in this area, most of you have of listeners are probably in the Columbus area, but highly recommend checking by this place sometime as well. Great place to be. Great. Got a lot of engagement. I love that. Now head back to Codeex to see 23 emails. Great. Those are excluded. Perfect. 23 emails. Go ahead and log that in our accountability as well. 1 2 3 4 5 6 7 8 9 10 11 12 43. Great. Head back to quad. Amazing. 28 fresh. This is how we'll get our 30 connection requests in. By the way, I know I haven't done a full video yet on this for you guys in terms of um how to set up this LinkedIn to quad to kind of help you automate sending requests to your ICPS. Ideally, I would recommend this be the only thing that you use AI for in terms of your bisdev and outreach. But yeah, I would love to do a full setup video on this. If you guys are interested, just respond or comment with a hands up or a thumbs up. Happy to do that as well. It's a great content idea. I'm also sourcing questions for more Q&A episodes which I know that you guys find helpful as well. 14. I'll check back in when that is complete. This is now done. So that's going to move a little bit slower which is okay. Meeting schedule with Dylan. Nice. Um, next up, I need to actually go ahead and get more uh video outreaches into folk. So, I'm going to use AI to help with that as well. Again, it's not message focused or directly client facing. So, again, can use AI for it. And I noticed that Claude actually in their browser version have some inclination, some preview of quad code as well, which is pretty cool. So I want to see just how much I can slow down my system. So I'm going to go ahead and do that here. Get batch reminder. Actually, let's see how far we can push our limits here. So jeez, you pee these bugs. Boom. So, I'm going to explain to it my current pipeline and see if it can have any helpful suggestions in terms of who I should reach out to. What's going on? Okay. Yeah, you actually have to use the app for that. That'd be fine. One thing at a time here. I actually do have a past chat where I found people. That's how I found my initial list here. Might already be in this chat as well. Beautiful. Beautiful. Beautiful. Beautiful. This is a good thing I use Quad for. So, of the companies that get responses to them, I asked Quad to find other companies like them locally and find the people at those companies. That's basically what I did. I took the one response that I got from my first batch of video outreach and told quad, hey, I want you to find other companies like that in Columbus and find the ICP decision makers at the company and then that's when I add them to or at least go and connect with them. So, um, yes. Boom. So, I think the best ICP fits. Okay. Hey, I want you to help me find ICP fits referenced this past chat. Um, companies that were in Columbus similar to uh Centerpoint Health in terms of size. Centerpoint Health was a good one. Um, Stephanie Warner, Sophia Justice. I'm looking back at some of the past folk ones that you've added. Uh, Behavioral Healthcare Partners was a good one. Hopewell Health Centers was a good one. St. Vincent Family Services was a good one. Talbert House was a good one. Anchor Wellness Center. Basically, all the ones that are in folk in the follow-up column that have already sent video outreaches to, I want you to help find and prioritize local reach first, but find those companies and the point of contact at those companies, same size and healthcare, etc. as well. help me find 10 people like those that are similarly that are in that pipeline status within folk but aren't currently uh connected to or on the list or if there's people that we've already sent connection requests to that are similar then um yeah list them here in the same format that we did earlier with their company their website link etc. So now we'll refill. I probably won't send any video outreaches today, but we'll use this as a time to refill our pipeline for future outreaches so we can start cranking them out a little bit. But what Quad does really well is giving them references in terms of past companies and using that to so it'll find the company and then it'll find the person at that company by going into there. I think that Claude does this best when you agentically browse. So you have the browser tab open here and then you kind of direct it and obviously that's more token heavy when it does that. Great. So research task no sending. Yep. Correct. So great. That is done. Uh we're at 43 out of 100. I'm good with that. Actually it finished connection requests. We can go ahead and add those. So 27 27 cent. Okay. So we can add 27 cents to our pipeline here. So we'll go ahead and do 1 2 3 4 5 6. Bring it up us up to an even 70, which is great. And comment wise, I already had a comment today as well. And in terms of manual email responses, what I kind of do for we all kind of have I try and make these videos as actionable as possible. Sometimes I kind of get a manual just brain log. So if I'm meeting people out for coffee and I promise to send them a follow-up email or I just have a thought in my head, hey, I need to reach out to that person. I kind of just keep a manual notion list here and I add to it and I categorize them. these are what I'll go in and do kind of in between follow-ups ideas and um things like that like pitching a partnership idea and then by this alone will be enough to get me to 100 every day. Um again 100 is a bit of a vanity number but it helps to just have a directional action and this heat map will help keep me accountable towards that number. So after quad it gives us a good frame of reference here. I'll go in and add these to folk. And while it's doing that, I will go ahead and make sure that I can send some of these manual ones and kind of just start checking off the list here. Done. There are client facing. I know I need to get back to Kayla. So, let me go down here to Kas. That's actually a good prompt to go in and make that field not required as many people don't. So, thanks for the heads up. Laughing face emoji. And yes, I point. I'll send over a brief prep doc with some sample questions and a video going over them. A short video going over them so you know what you're walking into. Smile face emoji. I tend to be pretty conversational. conversational, but the doc kind of helps us both keep on track. Period. It will mostly be focused on you, your story, and just taking a look at the form submission. I like the idea of quote unquote standing out in a crowd of market. Dot dot dot. I think that would be great packaging. Exclamation point. Let's make it a great week, Kayla. have a great week, Kayla. All right, Quad is taking us sweet time. So, we will continue to triple away here. Do Casey. Boom. I'm going to send an email to Dara about sure which one is her I'm saying go for There. DM. I need to get back to you from Kim. Yeah, it's We have very similar senses of humor. Laughing face emoji. Loved hearing his story. the way his brain works and his past experience. Da da da. We are both creatives at heart. Exclamation point. Okay, great. Got a couple new ones. It did repeat a few of our It did repeat a few of our existing contacts. Okay, go ahead and try this again. I want you to find new companies, not the not more contacts at the same one. Before you add and make your recommendations, make sure the company or no contact that is in the video outreach group is one that you recommend. Any new companies in healthcare at a similar size? No. Okay, I'm okay with that. There's a few that we can add on here. Physicians Care Association. This might be a good one. care association. I want a data and grants coordinator. I need a marketer. Okay with that actually. Okay, I'm going to go ahead and add these to folk and then that will be I think enough live legion for one day here. Great. They are added in here. That is weed. Okay. So, she's been added and so is the company. So, we'll add them to our video outreach pipeline. What I am going to do now is do a little strategizing in public. Uh, as promised in the beginning of this video, I'll probably trim out some of the parts that are a bit more monotonous, but I want to make sure that I show you guys everything that's going on here. Great. So, a lot of what I did this weekend, it's currently a Monday when I'm recording this. Uh, I've integrated a lot of new things to the Columbus marketing website. I'm starting to firm up what this offer looks like. Um, if I could succinctly put this into one or one amalgamation. The business is currently, as I plan out my funnel here, top of funnel for the CMO, which is this business right here. top of funnel is very much the newsletter. So, we're doing outreach, growing the newsletter, asking for people to share, really trying to push growth on that front. Uh, incentivizing, get growing this list as big as possible. So, what I'm tracking right here, if we go to our brand stats, that is the very top of funnel for this. And I need to solidify some kind of an offer for the downstream effects of it. So, I have the events. So we have the newsletter, we have the job newsletter/jobboard, we have events and we have the mastermind which is kind of the three elegant parts of this. Something I was iterating on this weekend is what is the most effective way to add value to people that are at each stage of this. So the invites as is are these are very closely related. the invites in the inner circle invite only um people who are in the marketing space either in-house CMOs with a decent amount of career experience looking to meet other people connect and u the mastermind is some percentage of the events people who are really growthminded want to meet people like them and the job board is more so for job seekers or beginners and people that I can help on on that front. So, uh I've been publishing each of these YouTube videos as a playbook on the website and I have a codec set up to where I can, you know, include all the resources, use a description, the packaging, and everything to make each of these a standalone resource. And I'm going to start to use this as a process to where I can gatekeep my monthly retros like these, the one that I This is literally like a full course. um and put all the resources behind the email guide and have yeah have everything here with there but what I added this weekend so if we just go to the main website here I've added some some lead genen capabilities to it so like an exit intent popup to join the email list with a super valuable resource like this is so this took so And I also released it in this week's edition of the LinkedIn newsletter. And I'll continue to reference this because this is actually so high value. I literally used codeex to help me go through all 2,000 almost 2,000 LinkedIn posts, categorized them, and uh between that and my attribution, I knew which of those led to client conversations. I gave them a name and the resources a link to all those posts with a explanation of me walking through why they worked and how you can replicate it for your business. So, that was really helpful. And I'm using a tool called Convert Box to do that. Additionally, on the playbooks, every playbook that someone goes in and reads, I still have to final up the copy for all of these, there should be a little slide up form that occurs every time you read a playbook for the same resource. So, it's kind of like a slides up from the bottom of the screen and visitors can put in their email and get sent the same resource as well. So, there's the exit intent and then community stories should have a little slide up. Yeah, this appears on the master page. You can X out of it or if you put in your email here, then you get sent the resource in a new tab. So again, really optimizing for that top of funnel and fixing that out. Additionally, I put a pricing page on the site, uh, firming up pricing and deliverables, adding some social proof, some really good testimonials. Uh, I really loved Exit Fives, like old Exit 5 is a B2B marketing community. Really love their old pricing page and I took from this. Again, overloading adding extraordinary amounts of free value. This leads to the newsletter. Apply now. I still need to finish up the the funnel of this because I don't like just having a form. I like it to be a little bit more concierge and then a team plan as well. Really love this pricing page, the way it looks. Everyone in inner circle, I'm still firming up that name too, but some kind of an u online um of the people that get uh invite uh event invites. So the invite only groups inerson events monthly events online circle community and a state of marketing report which I'm putting together the first edition of which is going to be super valuable. So again just publish pricing did that all this weekend built this navigation this weekend. I've been loving uh been loving building this. It's been a lot of fun and I look forward to continuing to firm that up and obviously we'll keep you guys posted as well. Last thing I want to track is brand stats. Uh, as we do here and on YouTube, LinkedIn, Instagram, and products. Check podcast downloads and newsletter subs. Spotify for creators. I can check podcast downloads. Main channel 415 subs. Same. Second channel, 42 subs. Oh, look at us, guys. Heck yeah. Consistency actually works. Appreciate you guys following along. LinkedIn, we are at 7764. I love LinkedIn so much for boom boom. We are up 1% in the last two months there. X I don't have high hopes for. Uh let's check our podcast downloads. We got a new episode coming out tomorrow with Hans Skill from Termageddon, which is a fantastic chat. 456 on downloads of two more here. Boom. Boom. Enter Instagram. And check out the newsletter here as well. 187 active subs, which is great. This is This is going to move the needle forward a lot. So, I'm really focused on growing this and adding a lot of value to these subs. Grown 10% over the last two months. Heck yeah. would like that to be a little bit higher, but you know, keep it there for now. Uh Instagram, I want to check as well real quick. 1853. Wow. Lost six. Interesting. 1853. Interesting. I see that to be the case on platforms I'm not as active on, which is fine. Um so yeah, that'll just stay stagnant there. So cool. Uh I think I'm gonna wrap it up there. Appreciate you guys watching. Make sure you tune in. Posting transparent videos like this every day. If you are a marketer, high performing and you're a high performing marketer, you want to get more leads, grow your business, connect with other high performing marketers, check out the links to the communities below. Otherwise, appreciate you guys watching. I'll see you tomorrow. Bye.