The Challenge
Robbins-Madanes Training is Tony Robbins’ official coaching certification programme, taught by Chloe Madanes — one of the world’s leading strategic intervention coaches and a teacher of Tony himself. The programme has been running since 2009, building a deep library of content drawn from Tony’s live events and interventions over the years.
When Scale For Impact began working with RMT in 2022, the business faced a specific structural problem: Tony Robbins himself wasn’t available to film fresh content on demand. The marketing team had access to an extraordinary archive of videos and interventions from years of live events, but no consistent funnel to turn that content into a reliable pipeline of coaching certification enquiries.
The business had a large email list built over years, but it was ageing. New leads weren’t coming in at the volume needed to sustain and grow the book-a-call pipeline. Cost per booked call was sitting at $340 — too high to scale confidently. The target was a 250% ROAS. The starting point was 100%.
The Strategy
The central strategic insight was that the existing content library was an untapped asset. Rather than treating it as archival footage, Scale For Impact reframed it as a lead generation engine — a source of advertising angles, nurture sequences, and audience qualification content that could run continuously without needing new production.
The team developed a multi-angle advertising approach, testing different Tony Robbins interventions as distinct creative angles. Each angle spoke to a different emotional entry point — a different type of person in a different stage of their journey toward becoming a coach. The goal was to use Tony’s existing persona and content to reach as precise an audience as possible, then refine targeting based on who actually converted.
The Execution
The content library was segmented into two functions: lead generation and nurturing. Prospecting ads used high-impact Tony interventions to attract new audiences. Nurture sequences used deeper, more educational content to build trust and move leads toward booking a call.
Audience targeting was continuously refined based on conversion data. As the team accumulated more information about which audience segments were actually booking calls and converting to enrolments, the advertising became increasingly precise — spending more where it worked, pulling back where it didn’t.
The book-a-call landing page and follow-up sequence were also optimised to reduce drop-off between lead and call. Every step of the journey from first ad impression to sales call was treated as a conversion point to be tested and improved.
The Results
Over the course of the engagement, cost per lead dropped from $11 to $7. Cost per booked call dropped from $340 to $146 — a reduction of more than 57%. ROAS climbed from 100% at the start of the partnership to 388% — nearly four times the return on every dollar invested in advertising.
RMT remains one of Scale For Impact’s longest-standing and most trusted client relationships, with results continuing to compound as the system is refined over time.
Key Learnings
Content libraries are lead generation assets. Organisations with years of existing video content don’t need to start from scratch. The right reframing and deployment of existing material can outperform expensive new production.
Multi-angle testing reveals your real audience. Different creative angles reach different people. The ones that convert at the highest rate tell you exactly who your buyer is — information that feeds back into more accurate targeting and better results over time.
Optimise the whole journey, not just the ad. Reducing cost per lead matters, but reducing cost per booked call matters more. The funnel between lead and sales conversation is often where the biggest gains are hiding.
