About this video

• Video Title: How we create Personalized VSL pages in 3 mins that Convert Cold Leads [Step-by-Step Demo]
• Channel: Penn & Felix Frank (GTM Engineers)
• Speakers: Penn, Felix Frank
• Duration: 11:38

Overview

This video demonstrates a step-by-step process for creating personalized video sales letter (VSL) landing pages in under three minutes. The system leverages a combination of Clay and Webflow, along with AI tools like Claude and HeyGen, to automate the generation of custom outbound action plans for prospects, aiming to convert cold leads effectively.

Key takeaways

• Personalized Landing Pages: The core of the system is creating unique landing pages for each prospect, featuring their company logo, name, a personalized VSL, company profile, campaign strategy, and more.
• Automation Workflow: The process starts with an email submission, which triggers a webhook to a Clay table. This table manages lead qualification, data enrichment (logos, names, company summaries), copy generation using Claude AI, VSL creation with HeyGen, and email sequence generation.
• Data Enrichment: Crucial data points like company logos, prospect names, and company summaries are automatically enriched using multiple providers within Clay to ensure personalization.
• AI-Powered Content Generation: Claude AI is used to generate various copy elements, including ideal customer profiles, unique value propositions, campaign strategies, and email sequences, all tailored to the prospect's company.
• Webflow Integration: The final enriched data and generated content are fed into a Webflow template to dynamically create the personalized landing pages.
• Conversion Strategy: The personalized landing pages aim to impress prospects, demonstrate expertise, and drive conversions, with the video noting a 10-15% booking rate for calls from those who receive a landing page.

Here's a detailed step-by-step guide based on the video transcript:

Phase 1: Lead Capture and Initial Qualification

1. Website Submission: A prospect visits the Stack Optimized website and enters their work email address into a form on the homepage.
2. Webhook Trigger: Upon submission, the email address is sent to a webhook that feeds into a Clay table.

Phase 2: Data Enrichment and Qualification within Clay

1. Table 1: Qualification:

   • Input: Lead's email address.
   • Process:
     • Personal Email Filter: Check if the email is a personal domain (e.g., @gmail.com, @yahoo.com).
       • If personal: Send an automated message to the prospect explaining the need for a work email and offering to resend once provided.
       • If work email: Proceed.
     • Competitor/ICP Check:
       • Run a Clay Agent enrichment to generate a summary of the company.
       • Use Claude AI to analyze this summary and determine if the company is a competitor (output: "agency") or an Ideal Customer Profile (ICP) prospect (output: "good").
       • Filter out entries marked as competitors.
   • Output: Qualified leads with valid work emails and identified as potential ICPs.

2. Table 2: Data Enrichment Waterfall:

   • Input: Qualified leads from Table 1.
   • Process: Gather necessary data points for the landing page:
     • Company Logo: Utilize a logo enrichment waterfall, checking multiple providers (Clay's enrichment, Dagma, Clearbit) sequentially until a logo URL is found.
     • First Name: Extract the prospect's first name. If it's not directly available or the email format is initials, further enrichment might be needed. If still unavailable, use a placeholder like "Mystery Stranger."
     • Company Summary: Use Clay Agent to generate a comprehensive summary of the company based on its LinkedIn description and website content.
     • Copy Inputs (using Claude AI):
       • Generate an Ideal Customer Profile (ICP) based on the company summary.
       • Generate Unique Selling Proposition (USP) sections.
       • Generate secondary domain suggestions.
       • Generate campaign strategy points (e.g., competitor scraping, job posting monitoring, technology used triggers), including specific competitor names and LinkedIn URLs where applicable.
       • Generate outreach segmentation ideas.
       • Generate lead magnet ideas.
     • Data Cleaning: Normalize company names and ensure all copy appears clean and consistent.
     • VSL Script Generation: Use Claude AI to create a 60-second VSL script tailored to the prospect, explaining the contents of the landing page and their company's context.
   • Output: All data points required for the personalized landing page and VSL.

Phase 3: VSL Creation and Email Sequence Generation

1. HeyGen VSL Creation:

   • Input: The personalized VSL script generated by Claude.
   • Process: Feed the script into a HeyGen template. The system uses a pre-created avatar and automatically generates personalized videos based on the script.

2. Table 3: Email Sequence Generation:

   • Input: Enriched data from Table 2.
   • Process: Use Claude AI to generate a three-step cold email sequence. This sequence is personalized to pull in:
     • Prospect's company details.
     • Watergraph's case studies.
     • Lead magnet ideas.
     • Other relevant personalization points.
   • Output: A fully drafted, personalized three-step email sequence.

Phase 4: Landing Page Assembly and Deployment

1. Webflow Integration & Automation:

   • Input: All enriched data, copy sections, and the VSL link.
   • Process:
     • The data is pushed to a Webflow landing page template that contains placeholder variables.
     • These variables are populated with the gathered and generated information (logo, name, VSL, company profile, campaign strategy, email sequence, etc.).
     • Additional elements like a countdown timer for urgency and social proof (customer quotes, case studies) are added.
   • Output: A fully personalized Webflow landing page.

2. Final Deployment (via Make.com or similar):

   • Process:
     • The completed landing page data is sent to Make.com (or a similar automation tool) for final steps.
     • The personalized landing page is emailed to the prospect.
     • An internal notification is sent via Slack to the team, confirming that a prospect has received their landing page.

This detailed breakdown covers the flow from initial lead capture to the final automated delivery of a highly personalized landing page and VSL.

The tools mentioned in the video for creating personalized VSL pages are:

• Clay: Used for data enrichment, lead qualification, and managing the workflow across different tables.
• Webflow: Used for building and hosting the landing page templates.
• Claude AI: Utilized for generating various text-based content, including company summaries, ideal customer profiles, unique selling propositions, campaign strategies, email sequences, and VSL scripts.
• HeyGen: Used for automatically generating personalized video sales letters (VSLs) from the scripts created by Claude.
• Make.com (or similar automation platforms): Mentioned for final integration steps, such as sending the landing page via email and notifying the team via Slack.
• Dagma & Clearbit: Used as secondary providers for logo enrichment within Clay.
• Slack: Used for internal team notifications.