Entrepreneur week startup marketing 101
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17-Oct-2014 -
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Transcript of Entrepreneur week startup marketing 101
Startup Marketing
April Dunford @aprildunford
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My Background
• Big Companies• IBM (InfoSphere launch to 250M organic, followed by 5
acquisition)• Siebel (WW Marketing Financial Services $800M)• Nortel (head of incubation)
• Startups• Janna Systems ($1.4B exit to Siebel Systems)• DataMirror (exit to IBM)• Infobright• Watcom (exit to Powersoft, Sybase, SAP)
• In-Between (as of a few weeks ago)• VP Marketing, Solarsoft ($100M revenue, roll-up)
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PhasesPre-product Early
Adopters Scale
Preparation• Content• Email gathering• Relationships
Tuning• Ecosystem• Economics• Pipeline Tuning• Visibility Foundation•Message
Investment• Channels• Lead Gen• PR• Staff
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Pre-Product Marketing
• Starting a dialogue on your point of view - Blog, articles, ebook, white papers, etc.
You are an expert in your domain
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Pre-Product Marketing
• List building: Landing pages, widgets/badges & rewards, contests
• Relationships: prospect, media, influencer
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PhasesPre-product Early
Adopters Scale
Preparation• Content• Email gathering• Relationships
Tuning• Ecosystem• Economics• Pipeline Tuning• Visibility Foundation•Message
Investment• Channels• Lead Gen• PR• Staff
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Before You Scale
• Ecosystem
• Economics
• Pipeline Tuning
• Messaging
• Visibility Foundation
Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe.
Abraham Lincoln
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Ecosystem & Economics
•Training/Documentation
•Customer Service and Support
•OEM software
•Pricing
•Sales Channels and Distribution
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Pipeline Tuning
Maximize the effect of every $ spent• Key metrics and A/B testing your brains
out:• Website• Offers• Signup process• Trial/free version
• Messaging (we’ll come back to this)
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Visibility Foundation
How do non-users observe that others
are using?Product features
Shareable content
Referrals and Incentives
Reviews/Awards
References/success marketing
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3 Steps to Good Messaging
Answer these questions:
1. What the heck is it?
2. Is it for me?
3. Why buy it from you?
(In this order!!)
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Paris Hilton Marketing
beautiful but makes no
sense
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What You Do?
Netflix – Watch as many movies as you want for one low monthly price.
SalesForce.com – the world’s favorite CRM software as a service.
Wikipedia – A free encyclopedia built collaboratively using Wiki software.
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You do WHAT?
Innovative products and services that power the network economy. (Sun Microsystems)
Helps companies optimize and transform their dynamic business network to accelerate revenues and reduce costs. (Sterling Commerce )
Personalize the Internet! (pretty much every B2C web startup)
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Step 1: What the Heck is it?
Keep it brief
Use simple language
Put it front and center
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Segmentation is not a Dirty Word
Market to Everyone, Sell to No One
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Explicit Targeting is Powerful
ThinkGeek: Selling geek t-shirts for programmers, linux
hackers, and open source geeks.
VS
Customink: your t-shirt expert for teams, schools, companies
and individuals.
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Go Deep – The Janna Example
CRM for Investment bankers:
• Use cases, day in the life of a banker
• Demos, example data
• Whitepapers, articles, opt-ed
• Sales Enablement: the IB dictionary
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Stories are Powerful
Go ahead April, tell them a story
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PhasesPre-product Early
Adopters Scale
Preparation• Content• Email gathering• Relationships
Tuning• Ecosystem• Economics• Pipeline Tuning• Visibility Foundation•Message
Investment• Channels• Lead Gen• PR• Staff
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Invest
• Sales/Distribution channels
• lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content
• Marketing staff
• PR (when it makes sense)
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Moving into New Segments
Timing is Important
Validate New Assumptions
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You can Lose Product/Market Fit
Markets aren’t Static
Customer Service
Don’t Kill the Love
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PhasesPre-product Early
Adopters Scale
Preparation• Content• Email gathering• Relationships
Tuning• Ecosystem• Economics• Pipeline Tuning• Visibility Foundation•Message
Investment• Channels• Lead Gen• PR• Staff