Entrepreneur week startup marketing 101
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A presentation on the fundamentals of startup marketing given at Communitech's Entrepreneur Week in Waterloo, Canada
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Entrepreneur week startup marketing 101
- 1. Startup Marketing April Dunford @aprildunford
- 2. My Background • Big Companies • IBM (InfoSphere launch to 250M organic, followed by 5 acquisition) • Siebel (WW Marketing Financial Services $800M) • Nortel (head of incubation) • Startups • Janna Systems ($1.4B exit to Siebel Systems) • DataMirror (exit to IBM) • Infobright • Watcom (exit to Powersoft, Sybase, SAP) • In-Between (as of a few weeks ago) • VP Marketing, Solarsoft ($100M revenue, roll-up) 2
- 3. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 3
- 4. Pre-Product Marketing • Starting a dialogue on your point of view - Blog, articles, ebook, white papers, etc. You are an expert in your domain 4
- 5. Pre-Product Marketing • List building: Landing pages, widgets/badges & rewards, contests • Relationships: prospect, media, influencer 5
- 6. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 6
- 7. Before You Scale • Ecosystem • Economics • Pipeline Tuning • Messaging • Visibility Foundation Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln 7
- 8. Ecosystem & Economics • Training/ Documentation • Customer Service and Support • OEM software • Pricing • Sales Channels and Distribution 8
- 9. Pipeline Tuning Maximize the effect of every $ spent • Key metrics and A/B testing your brains out: • Website • Offers • Signup process • Trial/free version • Messaging (we’ll come back to this) 9
- 10. Visibility Foundation How do non-users observe that others are using? Product features Shareable content Referrals and Incentives Reviews/Awards References/success marketing 10
- 11. 3 Steps to Good Messaging Answer these questions: 1. What the heck is it? 2. Is it for me? 3. Why buy it from you? (In this order!!) 11
- 12. Paris Hilton Marketing beautiful but makes no sense 12
- 13. What You Do? Netflix – Watch as many movies as you want for one low monthly price. SalesForce.com – the world’s favorite CRM software as a service. Wikipedia – A free encyclopedia built collaboratively using Wiki software. 13
- 14. You do WHAT? Innovative products and services that power the network economy. (Sun Microsystems) Helps companies optimize and transform their dynamic business network to accelerate revenues and reduce costs. (Sterling Commerce ) Personalize the Internet! (pretty much every B2C web startup) 14
- 15. Step 1: What the Heck is it? Keep it brief Use simple language Put it front and center 15
- 16. Segmentation is not a Dirty Word 16 Market to Everyone, Sell to No One
- 17. Explicit Targeting is Powerful ThinkGeek: Selling geek t-shirts for programmers, linux hackers, and open source geeks. VS Customink: your t-shirt expert for teams, schools, companies and individuals. 17
- 18. Go Deep – The Janna Example CRM for Investment bankers: • Use cases, day in the life of a banker • Demos, example data • Whitepapers, articles, opt-ed • Sales Enablement: the IB dictionary 18
- 19. Stories are Powerful Go ahead April, tell them a story 19
- 20. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 20
- 21. Invest • Sales/Distribution channels • lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content • Marketing staff • PR (when it makes sense) 21
- 22. Moving into New Segments Timing is Important Validate New Assumptions 22
- 23. You can Lose Product/Market Fit Markets aren’t Static Customer Service Don’t Kill the Love 23
- 24. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 24