B2B marketing for intrapreneurs - Shira Abel

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about the importance of a strong marketing strategy and how to create one – all the way down to the tactics that work for starting B2B companies, about concrete strategies at launch as well as the general psychology of building habits. This is a great refresher for experienced marketers that helps explain to engineers why marketers do what they do. This is an interactive session – get involved and ask questions during the presentation as well as before.

Transcript of B2B marketing for intrapreneurs - Shira Abel

B2B Marketing

For Intrapreneurs

Corporate Startup Summit

Launching, Growing, & Developing

New Products

Inside an Enterprise

BEFORE AFTER

DOUBLED VIEWS & REVENUE

We Help Companies

CEO, Hunter & Bard

Marketing strategy

Marketing implementation

PR (based in SF)

Full branding & design

Teach Marketing for Startups at

StartHub (Tel Aviv/ Jaffa

Academic College)

Mentor at: Google, Microsoft,

Founder Institute, Seedcamp, &

more

Cover Israeli startups for TNW

Shira Abel

SOME STARTUP

METHODOLOGIES

THAT YOU

SHOULD KNOW

@shiraabel

ERIC REIS THE LEAN STARTUP

Nir Eyal If you dont know him you should. @shiraabel

Business Model Generation

@shiraabel

@shiraabel

Agenda

Branding

When to Do Marketing

Strategy

Product Market Fit

Lean Marketing

@shiraabel

MARKETING

BASICS

@shiraabel

BRANDINGYou dont own your brand.

Your customers do.

@shiraabel

No one ever got

fired for buying

IBM equipment.

The Safe Pick

@shiraabel

@shiraabel

MARKETING

SHOULD START

THE MOMENT THE

PRODUCT IS

CONCEPTUALIZED

@shiraabel

Marketing for the Concept Phase

Build the marketing into the product. Create

an incentive to share. Make sharing easy.

Test assumptions (cost, messaging, bundle

mix, etc.). Ads to landing pages.

Get to know influencers & media people on

Twitter. Give a lot. Dont ask for anything.

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@shiraabel

Amazon Method of Product

Marketing

Internal press release announcing

finished product BEFORE ITS MADE

Target audience new products customers (retail customers or internal users of a tool

or technology)

Centered around the customer problem

How current solutions (internal or external)

fail

How the new product will blow away

existing solutions

Amazon Internal PR - Layout

Heading - Name the product in a way the reader (i.e. your target customers) will

understand

Sub-Heading - Describe who the market for the product is and what benefit they

get. One sentence only underneath the title.

Summary - Give a summary of the product and the benefit. Assume the

reader will not read anything else so make this paragraph good.

Problem - Describe the problem your product solves.

Solution - Describe how your product elegantly solves the problem.

Quote - A quote from a spokesperson in your company.

How to Get Started - Describe how easy it is to get started.

Customer Quote - Provide a quote from a hypothetical customer that describes

how they experienced the benefit.

Closing and Call to Action - Wrap it up and give pointers where the reader

should go next.http://tomtunguz.com/ good stuff here

Alpha Phase

Start a blog with newsletter sign up

Landing pages more sign ups (is there a way to advertise the service on an

internal network?)

A/B test messaging & optimization

Social outreach starts

The point here is to begin to build interest

and an audience through good content

before launch

IN THE BEGINNING

THE GOAL SHOULD

BE PRODUCT /

MARKET FIT

40% IS GOLD** 40% of your customer base w ould be upset if your product disappeared. Seth Ellis

@shiraabel

Whats Your Strategy

@shiraabel

Example

@shiraabel

Business Objective

Improve Financial Performance

Business Metric

Reduce Long-Term Dependence on Ads & Lower

Overall Costs

Marketing Metric

Increase Relationship / Content Marketing Raise percentage of traffic from blog versus ads

Performance MeasurementIs your objective SMART: specific, measurable, attainable, realistic & time specific?What are your strategic initiatives?

Build awareness

Expand distributionBuild penetration

Build buying rate

Increase loyalty

Funnel e.g. when purchases through the websiteWhere do you want people to go?

What action do you want people to take? Track the movement

Conversion rate / A/B Testing

Test & iterate

@shiraabel

Potential Strategic InitiativesBUILD AWARENESS in the early adopters of the target

market INCREASE LOYALTY of the target market

IMPROVE PRODUCT QUALITY by ensuring that the

product perfectly matches customer needs and

exceeds expectations

INCREASE REFERRALS by establishing strong

personal connections with customers, and giving them

the tools to spread the word of their satisfaction within the entire group

ACCELERATE NEW PRODUCT DEVELOPMENT by

continuously increasing your knowledge and

understanding of the needs of your customer, and

encouraging innovative solutions to address those

needs

Marketing for the Launch Phase

Ask the media people and influencers who

now know you if they would be willing to

check out your product & give feedback .

Send an announcement to the list youve been growing through the blog, ads, & social.

Attempt an act of virility (it just might work)

PR on a slow news day (avoid days where

Apple announces anything, election days,

CES, DLD, etc)

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@shiraabel

Earned Media & PR

Social proof

Brings big numbers all at one

Gives a spike of traffic

May not be aimed at the target market (i.e. WSJ may not be the target market, but its what Execs read & gives social proof)

Has a strong trust rate

@shiraabel

Viral If You Can

@shiraabel

Know Your Market

@shiraabel

ONCE PEOPLE START

TO COME HOW DO YOU GET THEM COME

BACK?

AND SHARE?

@shiraabel

Questions for the Retention Phase

Where is the funnel going through the site?

What action triggers can induce them to

come back?

Where are you losing your customer?

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@shiraabel

Potential Marketing Tactics

Reward evangelists who bring in a wider client base with specially designed SWAG

Become known as a industry leader

Connect with those who use your product where they live online (e.g. have a private FB page)

Increase average purchase rate (recommendations are great for this)

Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost think Kissmetrics blog)

Watch the FunnelAcquisition

Learns About Product

Conversion

Signs Up

Buys

Retention

WOM

@shiraabel

For Freemium:Buys & Retention

are reversed

AFTER PRODUCT

MARKET FIT SEEK TO ACQUIRE

MASS USERS

Sample Digital Marketing Tactics

More Relevant for B2B

Webinars

White papers / Case studies

Facebook

YouTube

LinkedIn

Blogging

Newsletter / Email (highest ROI of all digital media)

Forums

Infographics

E-book

Community

Podcast

Less Relevant for B2B

Blog commenting

Twitter

Quora

Google+

Peer review

Seeding posts

Guest blogging

Game elements (e.g. leader board, 80% signed up, awards

for actions)

SEO / SEM

Games

The Holy Trinity of Online Marketing

GOOD

PRODUCT

Earned Media / PR

Relationship

Marketing

SEO / Ads /

Affiliate

@shiraabel

Relationship Marketing

Takes time

Builds the brand

Costs (yes, time is money)

Builds a relationship

Increases referral rate

Critical for B2B

Content can be SEOd

@shiraabel

Affiliate, SEO & Media Buy (Ads)

Immediate (if your client base is looking to buy what youre offering online)Targeted

Costs (which is fine if you charge, could be a dilemma if youre free)Doesnt build a relationshipHas the lowest trust rate

Affiliate needs to be well vetted in order to not destroy the brand

@shiraabel

Thought Leadership is Critical

Blogging and guest blogging is one of the best ways

to do this

Webinars / Presentations that give helpful industry

related information (think Crunched and its Growth

Hacker series)

White papers (sign up to our newsletter and get this

white paper for free!)

Speaking at industry events, while it may not have an

immediate effect it will have a HUGE influence when PRd within the industry

Marketing is a Sales Tool

Case studies show your ideal customer and how

things go when everything is perfect

Connecting with individuals on social builds the

relationship, e.g.

Object can showcase customers design work on its FB page

LinkedIn group about industry lead generation

Social CRM on Twitter

Email marketing reminds companies that you exist &

what you can