Be Awesome at Startup Sales & Marketing
The Only 2 Things You Need to Know
April Dunford
rocketwatcher.com
@aprildunford

A Startup is an organization formed
to search for a repeatable and scalable
Business Model
Steve Blank

Sales & Marketing Make a Startup a Business

The Business Side of Startups is Hard

How do I increase
blog traffic?
How do I get more
email signups?
How do I
improve SEO?
How do I build a better
product demo?
How do I run a
better event?
How do I get more
customer references?
Questions Google Can Answer
How do we improve
How do I convert
How do I get more
more trials to paid followers on Twitter? sales effectiveness?
customers?
How to I build a better
How do I create
How do I write
landing page?
better content?
better ad copy?

Questions Google Can’t Answer

What Tactics are Right for My Business?

How Do I Tailor Tactics for My Business?

Am I Maximizing the Revenue I Get for
the Marketing and Sales I’m Doing?

There are Only 2 Things You Need to Know

1
The Difference Between a Great Marketer and
A JACKASS
Is Knowing Who to Market To

Marketing is The Art of Connecting
People
with
Stuff
They
Want

Marketing is The Art of Connecting
People
(Forgetting this
part makes you
a jackass)
with
Stuff
They
Want

Company
Characteristics
Business Model
Characteristics
Job Roles
Other Products They
Use
Geographic location
Skill Level
What are the Characteristics of Folks that Love My Stuff?
Demographics
Regulatory Environment
Budget Size
Business Restrictions
Purchase Channel
Education

What is it About my Stuff That They Love?

Social Media
Face to Face
email
IM
Blogs
Magazines
What is The Best Way to Communicate with Them?
Sponsorships
Television/Radio
Tradeshows
Industry
Associations
Phone
Events

2
The Difference Between a Great Sales Person and
A JACKASS
Is Knowing How Customers Buy

How Customers Buy
Everything
is Good
here
No Need
I get that I
might need
something
but not right
now
Need
I need
something
but I’m not
sure exactly
what
Eval.
I want to
I am using
buy your
your stuff
stuff. Please and I like it
sell it to me
Buy
Enjoy
I need your
stuff and will
continue to
need it
Re-new

How Customers Buy
Everything
is Good
here
No Need
I get that I
might need
something
but not right
now
Need
I need
something
but I’m not
sure exactly
what
Eval.
Attempting to close a sale here
Makes you a Jackass
I want to
I am using
buy your
your stuff
stuff. Please and I like it
sell it to me
Buy
Enjoy
I need your
stuff and will
continue to
need it
Re-new

Different Needs at Different Stages
Education
on why
there is a
problem
No Need
Education
on the cost
of not
solving the
problem
Need
Understand
how
offerings
are different
Eval.
Know how
to buy and
that buying
will be easy
Know how
to deploy,
use and see
the value of
the solution
Know that
life would
be bad
without the
solution
Buy
Enjoy
Re-new

Hey April, this sounds
DIFFICULT

You Cannot Survey Your Way to Customer Knowledge

Customers Have Different Needs
At Different Stages
Educate on
the problem
they can’t
see
Educate on
the value of
addressing
the problem
Teach them
why your
solution is
better than
others
Show them
that buying
from you is
easy
Help them
get the most
of the
solution
Don’t give
them a
reason to
break up
with you
Click here:
April Dunford @aprildunford Rocketwatcher.com
No Need
Need
Eval.
Buy
Enjoy
Re-new