Maximizing Lead Generation for Local Businesses | Bryan Trilli from Optimized Marketing

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98 percent of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro-experiences like case studies, intro videos, and much more.

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Welcome to today’s episode. Let’s talk about Bryan and Optimized Marketing. Let’s go. Warm welcome. How are you doing today, Bryan?

Bryan Trilli: I’m doing wonderful. Thanks for having me.

Ernesto: It’s great to have you on. Let’s give our listeners what they’re tuning in for. Let’s talk about Optimized Marketing. In your own words, Bryan, can you tell us a little bit more?

Bryan: Sure. Our agency specializes in marketing for franchise networks and dealer networks—all local service businesses spread out across North America, although we’ve done some overseas. What’s really unique is we take expensive specialized technology like CRO and split testing, and we make that tech available to them for about one-fifth the normal cost.

We can do this because we spread the cost across the entire network. A business in Seattle can learn from one in Miami, and the creative elements we develop for one can benefit others. This allows us to offer low-cost, high-value services they couldn’t get anywhere else.

Ernesto: Oh, that’s great to hear. For our listeners to understand better, what would you say is the key problem you solve for clients?

Bryan: Lead generation. These businesses need more leads for the same budget. Without spending more money, we analyze their funnel and figure out where we can improve—be it split testing landing pages, optimizing media buying, or improving follow-ups.

We also work a lot on scheduling appointments because local service businesses—think plumbers, roofers, water treatment—thrive on in-home appointments. We help them do that efficiently with text, email, and other tools. Wherever the opportunities lie, we help them get more with what they’re already spending.

Ernesto: Definitely. Do you mainly focus on plumbers and roofers, or is there another vertical you target?

Bryan: We focus on any service business. For example, managed service providers (IT companies), roofers, and multi-location dry cleaners. Essentially, any business generating leads rather than e-commerce. We focus on local businesses looking to drive leads in service industries.

Ernesto: That makes sense. How do clients typically find you? What’s your top client acquisition channel?

Bryan: The irony is that many people don’t know they need a service like ours. They aren’t looking for CRO, split testing, or funnel optimization. They search for websites, paid media experts, or Google Ads specialists.

So, face-to-face channels like trade shows work best for us. These interactions help us show potential clients how we can deliver better results.

Ernesto: Totally makes sense. I’m here on your website—listeners, you can check them out at optimized-marketing.com. What role does the website play in client acquisition?

Bryan: It’s crucial. Whether we’re optimizing a television campaign or running digital ads, success leads to increased website traffic and branded searches. Understanding where users are in their journey—something you guys at Pathmonk excel at—is critical.

If the website is dialed in, every dollar spent on traffic becomes more valuable. Outperforming competitors here allows us to spend more on advertising, creating a snowball effect.

Ernesto: That’s exactly what we focus on at Pathmonk. Let’s talk about AI. What’s your stance on using AI in 2024?

Bryan: If you’re not using AI, you likely won’t be in business for long. Last year, I gave a keynote speech on AI, and it amazed me how little people were using it. AI can do nearly everything marketers can, and it’s advancing rapidly.

A partner of ours developed proprietary tech for A/B testing that builds entire funnels—including landing pages, emails, and ads—in about 10 minutes. Its success rate is 100%, outperforming human-developed controls every time.

For our agency, the goal is to double output without increasing staff. AI is key to achieving that.

Ernesto: Thanks for sharing that insight. Let’s talk about you as a leader. What are some key tasks you focus on daily?

Bryan: My two main focuses are culture and scaling output. I ensure we have a phenomenal culture where people can succeed. Tools like Tiny Pulse help us measure engagement, and we follow Marcus Buckingham’s “First, Break All the Rules” methodology to gauge team satisfaction.

Since we’re a 100% remote team across six countries, staying on top of culture is critical. Our core value is love and service—wanting good for others and working hard to provide it.

Ernesto: I’ve never heard someone highlight love as a core value in business. That’s inspiring.

Bryan: Thanks. It’s about genuinely wanting the best for your team, clients, and partners.

Ernesto: Let’s move into our rapid-fire round. Ready?

Bryan: Let’s go.

Ernesto: First, what’s the last book you read?

Bryan: I finished “The Boy Crisis” by Warren Farrell. As a father of three sons, I found it deeply insightful.

Ernesto: Great recommendation. What’s one thing your company is focused on the most right now?

Bryan: Artificial intelligence. We’re working to double our output without increasing staff, using tools like personalized AI-generated videos for lead follow-ups.

Ernesto: If there were no boundaries in technology, what’s one thing you’d fix as a marketer?

Bryan: Honestly, there aren’t many boundaries left. AI can do nearly everything. The next step might be understanding user emotions through their interactions, though that’s a bit creepy.

Ernesto: If you could automate one repetitive task, what would it be?

Bryan: Accounting tasks, like reviewing bills. It’s necessary but not my favorite.

Ernesto: Lastly, what advice would you give your younger self starting out in marketing?

Bryan: Don’t overlook brand marketing. It’s challenging, but when done right, it delivers unmatched results.

Ernesto: Great advice. Bryan, thanks for being on the show. If someone forgets everything about this interview, what’s the one thing they should remember about Optimized Marketing?

Bryan: We help franchises and dealer networks achieve unmatched results with split testing, CRO, and funnel optimization—all at an unbeatable cost.

Ernesto: Fantastic. Listeners, check them out at optimized-marketing.com. Thanks, Bryan!

Bryan: Thanks, Ernesto.