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Startup Marketing: A Systems Approach

  1. A Systems Approach to Startup Marketing A solution to random acts of marketing April Dunford @aprildunford
  2. April Dunford As a marketing exec: 6 startups: 4 launches, $1B revenue, $2B acquisitions 3 big companies: 2 product line launches, $3B revenue, 8 acquisitions (buy side) As a Marketing Bon Vivant/Gallivanter: project-based marketing work, advisor, instructor, investor, coffee/be er drinker
  3. How does an engineer become a career marketer?
  4. Step 1: Get friend to give you a marketing job Step 2: Don’t get fired (Pro tip: Step 2 is way harder than Step 1)
  5. What I learned reading 100’s marketing books plus taking a ton of marketing courses:
  6. Marketing theory is useless (until after you know what you’re doing)
  7. The 5th P of Marketing: Pissed off!
  8. Meanwhile: “Hack me some $$, Growth Hacker!!”
  9. So I started doing “marketing” stuff.
  10. The Cycle of Marketing Meh Marketing Fashion Assessment* Select Improve tactics Measure Execute * Where you look at what everyone else is doing
  11. 1. No relationship or consistency between the tactics 2. Assumptions were always a problem 3. I couldn’t always answer “stupid” questions
  12. But sometimes I could
  13. Can great startup marketing be modeled?
  14. Inputs 3 aspects of customer knowledge Who they are How they view solutions How they buy stuff
  15. Customer Worksheet Segment 1, 2, 3 Company Characteristics: Geography, size, industry Stuff they do, type of customer they serve, how they sell, their ecosystem, budgets, risk tolerance, power structure, etc. Consumer/Decision Maker 1, 2, 3: Characteristics: demographics, education, skills, interests, motivations, goals Pain: list of things that drives this group crazy Where they hang out: Social networks, communities, associations/groups, events Where they find out about stuff: Search engines, word of mouth, peers, media outlets, blogs, experts, influencers/famous people
  16. Offering Worksheet (Customer Perspective) What do we do? What market are we in? Competitive Alternatives: Examples: Do nothing, manual effort, Word/Excel, competitive product Key Differentiated Points of Value When compared to the alternatives above the specific value you bring that the others don’t. Proof Customer references, 3rd party reviews, statistics, metrics, expert endorsements,
  17. Sales Process Consider- Awareness Purchase Renewal ation
  18. Buying Process Accelerators Knowing Knowing Knowing Why Using and Knowing I the cost of the Value the value purchase enjoy the can’t do not solving of solving of your now? offering without the the the solution offering problem problem No Re- Need Eval Buy Enjoy Need new Current Value not Not I might Bad Decided solution compelling knowing change service, there was good Risks too how to my mind Bad user no need enough high evaluate Too much experience Move to Great but $ Not using other not for me solution Friction points
  19. Tactics Selected based on: Who you need to reach Where you can reach them Stages where the friction is What you need to do to move them to the next stage
  20. Operations Plans based on selected tactics Email marketing plan/process/calendar Paid traffic plan/process Content plan/calendar Social media plan/calendar Media/Influencer relations plan/calendar …
  21. Metrics How prospects are flowing through the buying process
  22. Analysis What conclusions can you draw? How do these impact the inputs?
  23. The Circle of Marketing Awesome Project plans Tactical Execution Customer Offering Inputs Outputs Metrics Buying Process Analysis Conclusions
  24. Thanks! @aprildunford