O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

Marketing in a Crisis

Marketing in a Crisis

Baixar para ler offline

Outline:
- What changes in a crisis and what should you continue doing
- Turning a crisis into an opportunity and executing strategically
- Preparing for life after the crisis and not being under leveraged

[April 2020]

Eight lessons:
1. This is not the new normal
2. Stay away from perma-bears
3. Change tactically, not strategically
4. Find new stakeholders, new channels
5. Don’t be afraid to pivot your positioning
6. Sweat every lead and opportunity
7. Focus on your existing customers
8. Create and broadcast your narrative

Outline:
- What changes in a crisis and what should you continue doing
- Turning a crisis into an opportunity and executing strategically
- Preparing for life after the crisis and not being under leveraged

[April 2020]

Eight lessons:
1. This is not the new normal
2. Stay away from perma-bears
3. Change tactically, not strategically
4. Find new stakeholders, new channels
5. Don’t be afraid to pivot your positioning
6. Sweat every lead and opportunity
7. Focus on your existing customers
8. Create and broadcast your narrative

Mais Conteúdo rRelacionado

Audiolivros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo

Marketing in a Crisis

  1. 1. Marketing in a Crisis Tuning out the noise, focusing on fundamentals, and finding new opportunities in a chaotic World Marketing in a Crisis - Roshan Cariappa 1
  2. 2. What we will learn today • What changes in a crisis & what doesn’t for marketers/entrepreneurs 2 • Turning a crisis into an opportunity and executing strategically • Preparing for life after the crisis and not being under leveraged Marketing in a Crisis - Roshan Cariappa
  3. 3. Before we begin... • YMMV: marketing is contextual 3 • Filter: by relevance, by priority • 2-way: keep things conversational Marketing in a Crisis - Roshan Cariappa
  4. 4. Why me, why now? • Zero to One: (product, marketing) x n 4 • Entrepreneur: optimize for impact • First Principles: experiment, learn, iterate • Second crisis: lived through 2008 Marketing in a Crisis - Roshan Cariappa
  5. 5. Who has lived through a crisis? • Economic slowdown: drop in income, employment, productivity 5 • Fear/Uncertainty/Doubt: about the future and everything • “Black Swan”: economists and media rediscover Taleb Marketing in a Crisis - Roshan Cariappa
  6. 6. “They think that intelligence is about noticing things that are relevant (detecting patterns); in a complex world, intelligence consists in ignoring things that are irrelevant (avoiding false patterns)” 6Marketing in a Crisis - Roshan Cariappa
  7. 7. 8 lessons 7Marketing in a Crisis - Roshan Cariappa
  8. 8. 1. This is not the new normal • Cyclical: happens every 8-10 years – scarier each time 8 • BAU: People will go back to their old ways of transacting • Growth: you could come out of this stronger Recommended reading: The SaaS Year of Hell. And Then – Reignition – Jason Lemkin / SaaStr Marketing in a Crisis - Roshan Cariappa
  9. 9. Product–market fit is a continuous journey 9 MARKET(industries,typesof customers,geographies) PRODUCT (features, use-cases, solutions)  Not one mythical moment in time. externalities Marketing in a Crisis - Roshan Cariappa
  10. 10. 10 2. Stay away from perma-bears • Mindset: If they don’t convince you, they’ll confuse you • Fundamentals: matter now more than ever before • Opportunity: for the taking in any market (more or less) Startups founded in 2009 Marketing in a Crisis - Roshan Cariappa
  11. 11. 3. Change tactically, not strategically • Change tactics: to influence strategies (not the reverse) 11 • Listen to customers: watch what they’re doing • Beyond marketing: opportunity to truly be impactful The AirBnB Story, circa 2008 Marketing in a Crisis - Roshan Cariappa
  12. 12. 12 4. Find new stakeholders, new channels • Stakeholders: who can be more relevant now? • Channels: what mediums are most relevant now? • Collaborate: share your ideas, costs and outcomes Online behavior – Rollworks Marketing in a Crisis - Roshan Cariappa
  13. 13. 13 5. Don’t be afraid to pivot your positioning • JTBD: best time to reinvent the why (jobs to be done) • Up/cross-sell: can you extend this to others prospects? • Painkillers: over vitamins / be as direct as possible Marketing in a Crisis - Roshan Cariappa Example – Slack
  14. 14. 14 6. Sweat every lead & opportunity • Cadence: with sales to optimize sourcing & engagement • Nurture: every lead and opportunity much as possible • Fat-tailed: it’s okay to do things that do not scale In early stage startups, impact of lead gen is a fat tailed distribution Marketing in a Crisis - Roshan Cariappa
  15. 15. 15 7. Focus on existing customers • Relevance: go beyond being relevant to being more relevant • Profile-Map: identify new lines of businesses, new stakeholders & needs • Generate goodwill: referrals, testimonials, case studies, webinars Testimonial on Zoom Marketing in a Crisis - Roshan Cariappa
  16. 16. 16 8. Create your own narrative • Engage: every stakeholder, it’s your prerogative • Collaborate: Sales, Customer Success, Product, etc. • Broadcast: to the World – be useful and relevant A recent Vymo webinar Marketing in a Crisis - Roshan Cariappa
  17. 17. 17 Case study: Work From Home by Vymo • Reality: lockdown, salespeople are forced to work from home • Positioning: pivot from mobile-first to desktop independent • Outcomes: 60+ responses, 120+ signups (demo+webinar), 20+ leads Read Vymo’s PR Release Marketing in a Crisis - Roshan Cariappa
  18. 18. Are you more optimistic now? 18Marketing in a Crisis - Roshan Cariappa Dilbert - by Scott Adams
  19. 19. If you could only follow 3 (other) people 19 Jason Lemkin SaaS Dave Gerhadt Marketing Brian G Burns Sales Marketing in a Crisis - Roshan Cariappa
  20. 20. 20 “They will envy you for your success, your wealth, for your intelligence, for your looks, for your status - but rarely for your wisdom.” Marketing in a Crisis - Roshan Cariappa
  21. 21. Thank you 21 Roshan Cariappa ckcariappa@gmail.com linkedin.com/in/cariappack twitter.com/carygottheblues Marketing in a Crisis - Roshan Cariappa

×