Using LTV To

10X Agency
Growth & Sales
How I Built A Multi-Million $
Agency With 70+ Staff
While Traveling The World
& Working With Superstars
Like Tai Lopez & Mike Tyson
 Who Am I?
● Built an 8 figure business by 30
● Built and scaled 4 multi-million $ businesses of my own
● Marketing online with Facebook™ ads since 2011
● Helped generate $100M+ in combined revenue for clients
● Business Partner & Investor With Tai Lopez on Ex-Billion $ Brands &
Kevin Harrington (From Shark Tank)
● Ran multiple 9-Figure Ecom Brands doing
1000+ sales per day and 350 staff.
● Ran $250,000+ in DAILY ad spend
● Recognized as one of the Top 5 Facebook™ Ad
Experts in the world
*Rudy is a professional marketer & his results are not typical. Your background & education may differ. His
experiences are not a guarantee of your success. Your results may vary
Nowadays…

I Have Celebrity Client Deals And

Partnerships With Superstars Like
Mike Tyson, DJ Khaled & Kevin Harrington
 And I Take Equity In
Companies, In Exchange
For Marketing Expertise
+ Services
I Didn’t Do That By Selling
$2K - $5K Web Design Packages
(Don’t Get Stuck There)
In My Agency, My Top Client Paid
Me $215,000 Over 24 Months
With My Total Revenue Around
$5.3 Million (Avg. Revenue Per Client = $39K)
How Did I Do It?
I’ll Show You How…
● This is super important NOT ONLY to grow your agency

● You should use this to help your CLIENTS scale too

● The more you do this for your clients, the more successful
they’ll become

● Which means you’ll be even more successful with your ads

and your marketing, because your revenue per client will be
much higher & your testimonials will be incredible
Is This A Good Front
End Campaign?
● Daily Ad Spend -
$4736.38
● Front End buyers - 19
● AOV - $32.33
● CPA - $249.28
● Losing $216.95 on every
front end sale
That’s Only Part Of
The Story…
● Daily Ad Spend - ● Call booking rate - 50%
$4736.38 ● Calls booked - 10
● Front End buyers - 19 ● High ticket sales - 1 - 3
● AOV - $32.33 ● Price point - 5k to 50k
● CPA - $249.28 ● Total Campaign Profit/Loss:
● Losing $216.95 on every ● Front end loss - $4122.05
front end sale ● Backend sales - $24,997
● Profit - $20,874.95
LTV - Customer Lifetime Value

● 2 ways to grow your business:

○ Acquire new customers
○ Retain existing customers and increase LTV

● While growing your customer base is super important, retaining customers and
selling them more stuff on the backend is where the real money is made.

● They work together hand-in-hand:

○ When you have an LTV ascension strategy in place, it helps you acquire more
customers, because you know what you can afford to spend on the front end to get
each new customer.
What Is LTV?

● The revenue you can expect from a customer over time.

● When you can measure it over a range of time frames, you can make strategic
decisions about how much you can afford to spend to acquire customers.

● The LTV is the average amount of money each customer is worth over 30, 60, 90,
180, 365 days. (Any time frame)

● This can be broken down into specific funnels. e.g. one funnel may have an LTV of
$15000, while another has one at $8000
Why LTV?

● LTV (not AOV) is the metric that defines performance

● LTV is how you set CPA
● LTV is how you set commissions
● LTV is how you determine ROI
● LTV is where the profits are
● LTV unlocks scale
● LTV forces you to think long term
● LTV puts the focus on the customer journey
● LTV makes you a better business
● LTV is everything
The Power Of LTV Analysis

● How much is your customer worth on day 0, 7, 14, 30, 60?

● Now think about it a few levels deeper.

● What about the LTV over multiple time frames, linked back to a specific funnel?

● And what about linking it back to a specific ad or email campaign?

● As you can see, the answer to how much you can afford to spend is not so simple.
The Power Of LTV Analysis

● But when you know the answers to those questions, you can annihilate your
competition.

If you know your LTV is $5000 after 14 days, and you’re selling
a $497 service on the front end…

How much can you afford to spend to acquire the customer?

● Is it $497? Or is it $2000 - $5000?

● Then again, if your LTV on day 30 is $10,000 - how much can you spend now?
Billion $ Brands Do
This Well…
 X25
Months
LTV Lessons From
The Cruise Industry

“Market
Research”
Cruise Ship Billion $ Math Lesson
All You Can Eat, 7 Nights, 5 Locations all For $473 - Crazy Deal… Right?
But The $473 is Just Their FRONT END

● Upgrade to Window/Balcony: $400

● Select Floor/Room Location: $200
● Add in Wifi: $200
● Drinks Package: $700
● Specialist Restaurants: $200
● 4x Excursions Each Stop: $800
● Photo Package: $200
● Shopping on Ship: $500
● Book Your Next Cruise: $1500
● Return for 3 Ship: $15,000

= $5700 ($2500) on Cruise 1 + $15,000 LTV

Now Just Imagine…

If you could turn every $500 buyer into

$5000 in the first 30 days, and
$50,000 over a lifetime
 How To Make
5-10X More On
The Backend
But Do You Know Your
LTV & How To Track?
● If you can’t measure, you can’t market.

● Helps You answer the million dollar question:

“How much money can you afford to spend to acquire a

new customer?”

● And.. How to combat the increased CPMs

● Disney has its fireworks.. What do you do? How Well Do

You Track It?
But Do You Know Your
LTV & How To Track?
● If you can’t measure, you can’t market.

● Helps You answer the million dollar question:

“How much money can you afford to spend to acquire a

new customer?”

● And.. How to combat the increased CPMS

● Disney has its fireworks.. What do you do? How Well Do

You Track It?
LTV Changes
Based Upon
Many Variables
Including Funnel,
Acquisition Channel
& More
Put Your Hand Up If You
Know Your LTV…
Let’s See…
Stand Up To Win $100
Stay Standing If…

If You Know How Much You

Pay For Your Customer (CPA)
Stay Standing If…

If You Know How Much Your

Customer Pays On Average
On Day 1 (AOV)
Stay Standing If…

If You know how much you make

from your customers on day 7
(LTV - 7 Days)
Stay Standing If…

If You Know How Much You

Make From Your Customers On
Day 30 (LTV - 30 Days)
Stay Standing If…

If You Know How Much You

Make From Your Customers By
6 Months (LTV - 180 Days)
Stay Standing If…

You Know How All These Stats

Per Channel (Google, FB, Email,
Affiliate, Organic)
Stay Standing If…

You Know All These Stats And

What Creates The LTV Gain
(Best Products, Emails & Days)
Finally… If Anyone Is Still
Standing To Win $100…
Come On Stage…

…and Show Me All Of Those Stats

Live And Dynamically Updating

(Not A One-Time Report That Is Aged

Or A 3000 Cell Spreadsheet, Full
Of User Error)
Fun Activity But The
Point is…

● The brands in here that have the HIGHEST LTV will WIN

● Also, the brands that can PAY THE MOST per customer will WIN.

● If you can spend $5000 for a $5000 AOV but then make $20,000 over 4
months, you make 4x ROAS based on LTV.

● For one of my businesses, we have a 10x ROAS on LTV after 30 days, and a
15x ROAS after 6 months.

● Therefore, we can scale at a 2.0 ROAS, 1.0 ROAS, or even at a 0.5 day one
ROAS.
LTV = Profitable Scale
● The big takeaway...

When you build your full ascension model and arm your biz with
accurate LTV data, you can outspend your competition on the
front end and aggressively scale your ad campaigns.

● It doesn’t matter if you’re deep in the red on day ZERO, because you
know when you’ll break even and can budget your ad spend around it.

● The caveat is… you MUST have strong backend systems in place to
maximize LTV over time (and monitor it!)
Here’s Some Strategies To Boost
LTV In Your Agency
1: Strategic Upsells
● After someone makes the first payment, they have
decided they already know, like and trust you.

● The first sale is the hardest - subsequent sales are a lot

easier.

● On the front end - have complementary upsells,

downsells, cross sells.
2: Ascension Model
● On the back end, build out an ascension model, e.g.
○ Book a call strategy
○ Webinars to clients
○ If you hit targets, your fee increases
○ Revenue share

● Add more high ticket levels.

○ A percentage of your buyers always want the “top” level
of service.
○ If you have a $5K service, add a $10K option.
○ If you have a $10K option, add a $20K option etc.
3: Regular Check-Ins
● Don’t forget about your customers after they buy.

● Establish systems where you keep in touch with customers.

● Let them know you’re here to help.

● This can be by email, text, group Zooms etc.

● We do weekly reports to clients, weekly strategy call and

constant contact from the team to the client via Slack, as
projects are completed.
4: Account Manager
● Depending on your business, it can be helpful to have
a dedicated contact person assigned to the customer.

● This adds the personal touch.

● When people feel like they have a personal

relationship with your company, it builds trust and
strengthens the relationship.

● When they see you care, they are more likely to invest
in more of your offers.
5: Encourage Engagement
● The sad fact is that many clients go silent after they
sign up.

● Place a focus on encouraging them to engage every

week - Slack channel for them and your team

● Whatever goals you set with them, do whatever it

takes to hit them.

● How easy do you think it then becomes to upsell them

into the next level?
6: Referral Program
● LTV can also include revenue generated by referrals
from your customers.

● The best thing is… referrals are FREE marketing.

● And the lead quality is usually far higher, because we

trust the opinions of our friends more than we trust the
marketing from any company.

● Add referrals to your onboarding process.

● Incentivize the referrals.

7: Customer Support
● Give people a choice on how to contact you.

● Make sure you respond to any questions as fast as possible.

● Possible support channels:

○ Email support
○ Live chat support
○ Facebook group support

● Deliver a great experience when things go wrong, or when

customers have questions, and this will help boost loyalty
and LTV
8: Improve Your Offer
● Ultimately you want to help solve your customers’
problems and help get results.

● Sell the outcomes, not the services. They are buying a

result.

● They are not buying Facebook™ ad management, they

are buying an extra 50 leads a week… guaranteed, for
example.

● BIG GUARANTEES SELL

9: Express Gratitude
● Your clients are the lifeblood of your business.

● Treat them like family and make them feel valued.

● This might be a birthday present you send to them.

● Or it might be an invitation to a yearly retreat.

● Or an unannounced bonus (or stream of bonuses) you send them at

regular intervals.

● Physical gifts that land on their doorstep can be very powerful.

10: Deals To Best Clients
● Give perks to your existing customers that nobody else gets.

● This could be an extra free ticket to an event, where they can

bring a loved one with them.

● It could be a “customer-only” discount on a new service/offer.

● It could be free beta access to test an upcoming course.

● Just let them know they are receiving these perks because you
value them.
Knowing LTV Is The
Difference Between…
● Making blind decisions
● Being worried about changes in
CPA
● Being afraid of iOS updates
messing with your ad stats
● Getting "stuck" trying to scale
and never really breaking
through
● Working hard to build a
mediocre business that never
hits your goals
● Making informed decisions
● No fear of CPA going up
● iOS updates and anything that
messes with tracking is
irrelevant
● Unlocking scale and massive
profits, consistently finding
LTV breakthroughs
● Working smart to build a
massive, impactful business
that smashes goals
Questions?

IG: @RudyMawerLife
www.MawerCapital.com