CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count

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Jeff Perkins, CMO of Parkmobile, gave a presentation about making a big impact with limited marketing resources for startups. He outlined 7 strategies: 1) Build the right team, 2) Focus on the most important things, 3) Maximize limited resources, 4) Track, analyze and optimize, 5) Think big, 6) Help finance understand marketing's value, and 7) Create raving fans. He emphasized the importance of people over technology, prioritizing what matters most, and measuring results to continually improve performance on a constrained budget.

Marketing

COUNTING EVERY PENNY
AND MAKING EVERY PENNY
COUNT.
OVERCOMING FINANCIAL RESISTANCE IN THE STARTUP
WORLD
JEFF PERKINS, CMO
PARKMOBILE
NOVEMBER 2017
@jeffperkins8 #CMOCLIC

WHERE I’VE WORKED
@jeffperkins8 #CMOCLIC

LIFE CAN BE PRETTY GOOD AT BIG
COMPANIES
AutoTrader 2012 Annual Meeting
@jeffperkins8 #CMOCLIC

I WENT FROM THIS...
@jeffperkins8 #CMOCLIC

HOW TO MAKE A BIG IMPACT
WITH A LIMITED RESOURCES
@jeffperkins8 #CMOCLIC

1. BUILD THE RIGHT TEAM
@jeffperkins8 #CMOCLIC

THERE’S NOTHING AUTOMATED
ABOUT MARKETING
@jeffperkins8 #CMOCLIC

YOU DON’T NEED A
TECH STACK.
YOU NEED A
PEOPLE STACK.
@jeffperkins8 #CMOCLIC

“I noticed that the dynamic range
between what an average
person could accomplish and
what the best person could
accomplish was 50 or 100 to 1...
A small team of A+ players can
run circles around a giant team
of B and C players.”
–Jay Elliott, Leading Apple with Steve Jobs
@jeffperkins8 #CMOCLIC

THE PEOPLE STACK INCLUDES
YOUR AGENCY NETWORK
@jeffperkins8 #CMOCLIC

BEWARE THE AGENCY RETAINER!
@jeffperkins8 #CMOCLIC

WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING
YOU CAN’T DO.
@jeffperkins8 #CMOCLIC

2. FOCUS ON THE
IMPORTANT THINGS
@jeffperkins8 #CMOCLIC

YOU CAN DO ANYTHING,
BUT YOU CAN’T DO
EVERYTHING.
@jeffperkins8 #CMOCLIC

WE ARE LOSING DEALS BECAUSE OF
_____________.
FOCUS 100% ON FIXING THE “BLANK”
WE ARE NOT GROWING REVENUE
FASTER BECAUSE OF ___________.
@jeffperkins8 #CMOCLIC

@jeffperkins8 #IZENDACONF17
IF YOU ARE WEAK ONLINE, YOU WILL BE
WEAK OFFLINE
@jeffperkins8 #CMOCLIC

@jeffperkins8 #IZENDACONF17
January 2015
7,581 users
September 2017
37,621 users
THE GROWTH OF QASYMPHONY.COM
@jeffperkins8 #CMOCLIC

3. MAXIMIZE LIMITED
RESOURCES
@jeffperkins8 #CMOCLIC

FIND THE WATERING HOLES
@jeffperkins8 #CMOCLIC

DON’T PAY FOR THINGS YOU CAN
DO FOR FREE
@jeffperkins8 #CMOCLIC

4. TRACK, ANALYZE &
OPTIMZE
@jeffperkins8 #CMOCLIC

TRACK & MEASURE EVERYTHING
@jeffperkins8 #CMOCLIC

DRIVE HIGHER CONVERSIONS
@jeffperkins8 #CMOCLIC

@jeffperkins8 #IZENDACONF17
“I have gone from being skeptically interested in
QASymphony to seeing qTest as my personal
preferred solution for test management… The
company has a solid and growing user base, they
are well-funded… and they have some of the best
and brightest people. Like a mini-Google in the
Atlanta area.”
-VP for a Fortune 25 company
@jeffperkins8 #CMOCLIC
ATTENDEE FEEDBACK

@jeffperkins8 #IZENDACONF17
6. BE TRANSPARENT
@jeffperkins8 #CMOCLIC

WHAT FINANCE THINKS MARKETING
DOES WITH MONEY…
@jeffperkins8 #CMOCLIC

HELPING THE CFO UNDERSTAND THE VALUE OF
MARKETING
36
Marketing Channel Investment ARR - First Touch ARR - Full Path ROI - Full Path
SEO 1424.95%
Trade Shows 84.60%
PPC 69.23%
Social -86.74%
Targeted Sites 7.86%
TOTAL 159.93%
Marketing
Programs Budget
162.20%
Fully Loaded
Marketing Budget
71.59%
CONFIDENTIAL

7. CREATE RAVING FANS
@jeffperkins8 #CMOCLIC

“GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS
HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE,
AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE
SPRINGSTEEN
@jeffperkins8 #CMOCLIC

@jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC

@jeffperkins8 #IZENDACONF17@jeffperkins8 #CMOCLIC

@jeffperkins8 #IZENDACONF17
“I feel like QASymphony really listens to their
customers. My team has made several
feature enhancement requests and we’ve
actually seen them come through.”
–Alex Bantz, Salesforce
@jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC
“Support has been stellar. Quick response
times. Features that we’ve asked for have
been made available, even before we were
ready for them. The partnership has just
been wonderful.”
–Dennis Young, American Equity

1. BUILD THE RIGHT TEAM
2. FOCUS ON THE MOST IMPORTANT THINGS FIRST
3. MAXIMIZE LIMITED RESOURCES
4. TRACK, ANALYZE AND OPTIMIZE
5. THINK BIG
6. HELP FINANCE UNDERSTAND THE VALUE OF MARKETING
7. CREATE RAVING FANS
7 WAYS TO MAKE A BIG IMPACT ON A SMALL BUDGET
@jeffperkins8 #CMOCLIC

@jeffperkins8 #IZENDACONF17
THANK YOU!
Jeff Perkins
CMO
Parkmobile
jeffperkins8@gmail.com
@jeffperkins8
https://www.linkedin.com/in/jeffperkins1
singlemindedproposition.com
@jeffperkins8 #CMOCLIC

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CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count

1. COUNTING EVERY PENNY AND MAKING EVERY PENNY COUNT. OVERCOMING FINANCIAL RESISTANCE IN THE STARTUP WORLD JEFF PERKINS, CMO PARKMOBILE NOVEMBER 2017 @jeffperkins8 #CMOCLIC

2. @jeffperkins8 #CMOCLIC

6. WHERE I’VE WORKED @jeffperkins8 #CMOCLIC

7. LIFE CAN BE PRETTY GOOD AT BIG COMPANIES AutoTrader 2012 Annual Meeting @jeffperkins8 #CMOCLIC

8. I WENT FROM THIS... @jeffperkins8 #CMOCLIC

9. …TO THIS. @jeffperkins8 #CMOCLIC

10. HOW TO MAKE A BIG IMPACT WITH A LIMITED RESOURCES @jeffperkins8 #CMOCLIC

11. 1. BUILD THE RIGHT TEAM @jeffperkins8 #CMOCLIC

12. THERE’S NOTHING AUTOMATED ABOUT MARKETING @jeffperkins8 #CMOCLIC

13. YOU DON’T NEED A TECH STACK. YOU NEED A PEOPLE STACK. @jeffperkins8 #CMOCLIC

14. “I noticed that the dynamic range between what an average person could accomplish and what the best person could accomplish was 50 or 100 to 1... A small team of A+ players can run circles around a giant team of B and C players.” –Jay Elliott, Leading Apple with Steve Jobs @jeffperkins8 #CMOCLIC

15. THE PEOPLE STACK INCLUDES YOUR AGENCY NETWORK @jeffperkins8 #CMOCLIC

16. BEWARE THE AGENCY RETAINER! @jeffperkins8 #CMOCLIC

17. WHEN YOU HAVE THE RIGHT TEAM, THERE’S NOTHING YOU CAN’T DO. @jeffperkins8 #CMOCLIC

18. 2. FOCUS ON THE IMPORTANT THINGS @jeffperkins8 #CMOCLIC

19.

20. DO WE REALLY NEED A NEW BRAND??? @jeffperkins8 #CMOCLIC

21. YOU CAN DO ANYTHING, BUT YOU CAN’T DO EVERYTHING. @jeffperkins8 #CMOCLIC

22. WE ARE LOSING DEALS BECAUSE OF _____________. FOCUS 100% ON FIXING THE “BLANK” WE ARE NOT GROWING REVENUE FASTER BECAUSE OF ___________. @jeffperkins8 #CMOCLIC

23. @jeffperkins8 #IZENDACONF17 IF YOU ARE WEAK ONLINE, YOU WILL BE WEAK OFFLINE @jeffperkins8 #CMOCLIC

24. @jeffperkins8 #IZENDACONF17 January 2015 7,581 users September 2017 37,621 users THE GROWTH OF QASYMPHONY.COM @jeffperkins8 #CMOCLIC

25. 3. MAXIMIZE LIMITED RESOURCES @jeffperkins8 #CMOCLIC

26. FIND THE WATERING HOLES @jeffperkins8 #CMOCLIC

27. DON’T PAY FOR THINGS YOU CAN DO FOR FREE @jeffperkins8 #CMOCLIC

28. 4. TRACK, ANALYZE & OPTIMZE @jeffperkins8 #CMOCLIC

29. TRACK & MEASURE EVERYTHING @jeffperkins8 #CMOCLIC

30. DRIVE HIGHER CONVERSIONS @jeffperkins8 #CMOCLIC

31. 5. THINK BIG @jeffperkins8 #CMOCLIC

32. @jeffperkins8 #CMOCLIC

33. @jeffperkins8 #IZENDACONF17 “I have gone from being skeptically interested in QASymphony to seeing qTest as my personal preferred solution for test management… The company has a solid and growing user base, they are well-funded… and they have some of the best and brightest people. Like a mini-Google in the Atlanta area.” -VP for a Fortune 25 company @jeffperkins8 #CMOCLIC ATTENDEE FEEDBACK

34. @jeffperkins8 #IZENDACONF17 6. BE TRANSPARENT @jeffperkins8 #CMOCLIC

35. WHAT FINANCE THINKS MARKETING DOES WITH MONEY… @jeffperkins8 #CMOCLIC

36. HELPING THE CFO UNDERSTAND THE VALUE OF MARKETING 36 Marketing Channel Investment ARR - First Touch ARR - Full Path ROI - Full Path SEO 1424.95% Trade Shows 84.60% PPC 69.23% Social -86.74% Targeted Sites 7.86% TOTAL 159.93% Marketing Programs Budget 162.20% Fully Loaded Marketing Budget 71.59% CONFIDENTIAL

37. 7. CREATE RAVING FANS @jeffperkins8 #CMOCLIC

38. “GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE, AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE SPRINGSTEEN @jeffperkins8 #CMOCLIC

39. @jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC

40. @jeffperkins8 #IZENDACONF17@jeffperkins8 #CMOCLIC

41. @jeffperkins8 #IZENDACONF17 “I feel like QASymphony really listens to their customers. My team has made several feature enhancement requests and we’ve actually seen them come through.” –Alex Bantz, Salesforce @jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC “Support has been stellar. Quick response times. Features that we’ve asked for have been made available, even before we were ready for them. The partnership has just been wonderful.” –Dennis Young, American Equity

42. 1. BUILD THE RIGHT TEAM 2. FOCUS ON THE MOST IMPORTANT THINGS FIRST 3. MAXIMIZE LIMITED RESOURCES 4. TRACK, ANALYZE AND OPTIMIZE 5. THINK BIG 6. HELP FINANCE UNDERSTAND THE VALUE OF MARKETING 7. CREATE RAVING FANS 7 WAYS TO MAKE A BIG IMPACT ON A SMALL BUDGET @jeffperkins8 #CMOCLIC

43. @jeffperkins8 #IZENDACONF17 THANK YOU! Jeff Perkins CMO Parkmobile jeffperkins8@gmail.com @jeffperkins8 https://www.linkedin.com/in/jeffperkins1 singlemindedproposition.com @jeffperkins8 #CMOCLIC

CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count

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