Klean Leads revenue, CEO Daniel Fazio, team size, customer count, churn, and more in 2023.

hey folks my guest it is daniel fazio he's built an instagram agency by sending cold emails and then transitioned into an agency that sent cold emails for other people made a cold email course and then made software apps for those who bought the course and other cold emailers daniel you're ready to take us to the top yeah man i got you all right so the software tool that you've built inside of this smart distribution system is called clean leads with a k clean leads.com help us understand if people pay you that sas fee what are they getting so what happens with clean leads is a whole bunch of tools and the most important one is a chrome extension that lets you scrape emails from any kind of linkedin search it works on normal linkedin works on sales navigator so any any of that that's really the main tool of it there's another tool that's extremely useful in that you can take a list of domains and select particular job titles that you want to scrape emails from so you have like a thousand domains that you want to find the direct decision makers of plug that in choose the exact strings of the job titles you want founder ceo owner sped it out click it in and then bam there you go like just spits out the whole csv how have you set up sort of a server and true infrastructure be able to scrape linkedin in this way without setting off their internal red flags so clean leads is a white label and then contact ecom is pre-built like not pre-built we made content we made contact ecom and then we're also coming out with a mailing app and we're making that ourselves too okay to answer the question my question is how are you pulling leads and information off linkedin without setting off linkedin i mean they they probably talk about they don't want people doing this so when people are doing it great if you figure out a good way to do it wonderful but how are you doing it i have no control of the infrastructure of cleanliness i have no idea how it does it's a straight white label oh got it you bought someone else's software and you've white label it yup exactly oh i see got it got it who are you white labeling tell sass sales.com tell us sell it s-e-l-l-s-a-a-s sell sas.com got it so this is yeah i've heard of these guys this is basically they will if you don't if you're a great marketer and you love this ass business model but don't want an engineering team they'll give you a tool to go sell and that's what you're doing yeah but the only problem that is your sale value is going to be a lot lower way lower yeah because you don't but you could if you get enough you know commission revenue take eventually invest and just create your own replica to to this right you've sort of de-risked launching a sas company so let's talk about what i think you're probably really good at which is distribution how did you get your first 10 customers on clean leads yeah so this was super easy because i built this twitter account with 34 000 followers and i had a course but what was happening was i was referring people out to other software apps that i didn't own so i was like why am i doing this i could just make these assets myself so i've been going down the line you need to scrape emails different kinds of niches to scrape emails you need to send emails it's just going down the line and picking up every single function of the entire cold email system when did you launch when did you get your first paying customer on clean leads that was in december we got it so just it's you know 2020 but you know that was at six seven eight months ago basically okay and uh what are you doing today in terms of monthly recurring revenue right about twenty thousand mrr okay wow so nothing to twenty thousand now i imagine churn is crazy high on something like this what is your churn yeah it churns it about 22 percent and so what are your thoughts on that are you actively trying to decrease it yeah so what i've been really focusing on is trial conversion so we did this thing that that's been working extremely well to increase trial conversions and every time someone signs up i have an account manager and he sends them an email says hey what are you trying to scrape i'm going to show you how to do it so they'll come back with a niche and what he'll do is he'll make a loom video showing exactly how to do it so that's increased trial conversion like a lot from 20 to 40 something like that and when you say 22 churn that's monthly churn yeah so you'll circle through your whole customer base basically every five months for the ones that when you sort by the ones that are sticky that have paid you for more than four or five months what are the patterns you see in that cohort well what i've been doing is i recently integrated hi-ros you know what hirose is i don't yeah so high roast is a tracking platform and it lets you look at the ltv of all your customers and every single product they bought from me h-y-r-o-s it's owned by alex becker so now what i can do is see okay you bought my course here and then you bought this software app this many days after you bought the course and then you bought this one and then you bought this one you could basically see the whole journey of each customer mm-hmm okay got it so you're using hi-ros i see alex's ads all over the place on youtube i did not know he was getting into the sas space so this is kind of cool to discover um how did you get those first hundred customers you said it was easy i had thirty four thousand people on twitter okay that's not easy right so like how did you build the audience on twitter all right so twitter is really interesting in that so you start out with zero followers your first function is to do russell brunson's little dream 100 thing you need to post a lot of value have threads make a giant pinned thread on your profile just give an absolute ton of value and now what you're doing is you're finding other big accounts that also post value and you're liking their stuff and you're commenting on their stuff and you're retweeting them and you're sending them a dm occasionally you're trying to make friends with them because what happens is they start interacting with you back and then their followers see it and then you start growing and compounds and so what is your account on on twitter what's username it's black hat wizard with two d's got it okay got it um wizard cool so so you use this and this is where once you sign the deal with sell sas and got clean leads set up what did you do how did you tweet something was it an email blast what no so what happened was i just put in the course so as you're getting the course buyers and they're going through the course then they'll just see oh you have to use clean leads to do this and so let's go now into the course right so how much was the course cost course is 215 and when did you launch the course in may of last year so it's been about a year okay how much total sales just over half a million okay 500k there and how much of that do you pay back out to affiliates to drop traffic affiliates aren't really a huge part of it it's primarily all driven by me so it might be like it's probably like ten percent of total sales or something to affiliates okay what was your cost on the revenue are you running ads or how did you sign up how did you have a million in sales no no no ads that's entirely from twitter all half a million of that is from twitter okay um people won't believe you oh when they hear you say that so be more be more get more specific otherwise people are gonna go this guy's full of i don't believe these numbers okay if you go if you there's this guy in gumroad top core seller named chris johnson he posts his sales numbers if someone doesn't believe me people understand the sheer buying power that people have on twitter this guy makes 200 000 a month from his courses i've made half a million and it dude 34 000 people on twitter you only need so you get 3 000 of them to buy your course that's a ton of money that's that's not an unrealistic i'm just going through your twitter right now and i do not see you posting your sales metrics anywhere with a screenshot why haven't you done that i feel like that's kind of a scummy way to get sales for it and this is the first time i've ever actually revealed the amount of money the course has made and and why is that scummy you've retweeted other people posting their screenshots of their sales revenue like you did with twitter user j underscore alexander 96 called who would you like me to send you a screenshot of my no but i want to understand how you drove the revenue because i don't believe you just put up a tweet and it came out i think you're doing some very tactical things that i want to learn so how did you actually drive those bales okay so here's what happens when you say you get a course buyer right some amount of people are buying your course and now what drives all of the sales are testimonials exactly like what you saw right there like i just retweeted that guy he posted his revenue that he made so what happens is you need to get all these testimonials and just pump them out so what you do is you email your list and be like hey if you've got success from this course could you please post a testimonial in exchange i'll give...