BUILDING A GROWTH ENGINE FOR STARTUPS (V2)

CEZARY PIETRZAK

Presented to StartedEd Accelerator October 7, 2016

@ckp

MY BACKGROUND

2000 - 2004

2005 - 2008

CEZARY & CO

2008 - 2012

2012

2013

2014

GROWTH TOPICS I WILL COVER TODAY

PART 1 Fundamentals

PART 2 Testing + Data

PART 3 Marketing Channels

WRITE IT DOWN…OR IT DIDN’T HAPPEN

PART 1: FUNDAMENTALS Marketing fundamentals canvas

Target audience exploration Messaging architecture

Moments + places

MARKETING FUNDAMENTALS CANVAS

Mission Vision Brand Target Audience Market Niche Key Message

TARGET AUDIENCE EXPLORATION

Market Size Demographics

Mindset Tools

Behavior Frequency

MESSAGING

Key Message Key Descriptor Mission Vision AudienceMindset Industry Realities Functional Benefit Emotional Benefits Tone Boilerplate

MOMENTS & PLACES

Moment Settings & People Audience Mindset Brands Company Role Marketing Channels Key Findings

PART 2: TESTING + DATADevelop hypotheses Prioritize channels

Map out marketing + sales funnel Set up data + tracking strategy

DEVELOP GROWTH HYPOTHESES

Sources Behavioral insights

Background research Industry benchmarks

Company stageGrowth goals

Investor requirements Previous hypotheses

Data Experiment Type Key Metric Prediction Outcome Resources

PRIORITIZE CHANNELS

MAP OUT YOUR MARKETING + SALES FUNNEL

B2C Acquisition

Onboarding Engagement

Retention Revenue Referral

B2B 1 New 2 Contacted 3 Phone Call 4 MQL 5 SQL 6 Opportunity 7 Nurture

Mobile Web/Mobile Web > App Store > Install > Open > Signup

SETUP YOUR DATA + TRACKING STRATEGY

CRM

Data Layer

Business Intelligence

Data Warehouse

Attribution

PART 3: MARKETING CHANNELS Paid Ads

Message Automation Lead Gen + List Building

Cold Outreach Referral Program Other Channels

PAID ADS

Principles Own your data Don’t trust platforms CTR = vanity metric One tracking source

Dashboards Campaign

Daily Creative

MESSAGE AUTOMATION

Process Use marketing funnel as base Think of actions / non-actions Keep it simple Ship one email at a time A/B test from the start Analyze + optimize

Elements Message flow

User action Condition

Timing Move to flow

LEAD GEN + LIST BUILDING

Process Source company list Merge databases Sanitize data Find people / roles Generate emails Enrich data

Data Company

Contact / Role Email

Supporting Data

COLD OUTREACH

Process Break down audience mindset Focus on subject lines first Personalize as much as possible Use tactics like “Re:” in subject Set up 3-5 step direct sell drip Shift to content marketing Move back to direct sell

REFERRAL PROGRAMS

Elements Passive discovery Proactive discovery Invitation mechanism Invitation timing Offer Follow-up Tracking

Considerations NPS score

Dev support Minimum setup

OTHER CHANNELS

RETARGETING

INFLUENCERSDIRECT MAIL

CONTENT + SEO PREVENTS

SWAG

DISPLAY ADS STREET TEAMS

SOCIAL SEO EXIT INTENT

LEARN ABOUT MARKETING + GROWTH + MOBILE

CEZARY.CO@ckp