Laying a Foundation for Startup Growth
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Transcript of Laying a Foundation for Startup Growth
April Dunford, COO, Tulip Retail
@aprildunford Rocketwatcher.com
Laying A Foundation for
Startup Growth
Warning: You’re Going to Hate this Talk
Everyone Wants Marketing Magic
The Trick that Makes the Money Appear
On the Surface Marketing Seems Easy
The Tactics Are Easy to Learn
There’s an “ultimate” guide for anything (millions of them)
But Startup Folks Never Say Making Money is Easy
Why is This So Hard?
Perfect
Tactics
On a
Flawed
Foundation
FAIL
Foundational Elements
1 Deep Understanding
of your
Target Customer
Target Customer
Target Customer
Unique Qualities
Specific Pain
Gathering Spots
How They Learn
Story: How is the CEO of a manufacturing plant similar to a banker? They aren’t.
Story: That time my best inside sales rep taught me all my marketing programs
were crap
2 Clear,
Customer-Oriented
Messaging
Messaging
Message
What do we do?
Unique Value Alternatives
Proof
Story: Databases aren’t always Databases and Neither are
Integration Platforms
3 Understanding
The Target Customer’s
Buying Process
Understand the Buying Process
No Need Need Eval Buy Enjoy Re-new
Knowing the cost of not solving the problem
Knowing the Value of solving the problem
Knowing the value of your solution
Why purchase now?
Using and enjoy the offering
Knowing I can’t do without the offering
Current solution good enough
Value not compelling Risks too high
Not knowing how to evaluate Great but not for me
I might change my mind Too much $
Bad service, Bad user experience Not using
Decided there was no need Move to other solution
Accelerators
Friction points
Mapping Tactics to a Buying Process
Buying Stage No Need, Need Eval, Buy Enjoy, Refer, Renew
What Problem-Focused Content/Programs
Solution-Focused Content/Programs
Activation/Engagement-Focused Content, Programs
Examples Articles/blog posts, Industry data, trend reports, curated content
Articles/blog posts, webinars, events, case studies, ROI calculators, advertising
Support content, How to guides, Best practices guides Forums, User Conferences
Where Where prospects are Partly where they are, partly your turf
Mainly your turf
Purpose Educate, Entertain, Engage
Differentiate, move to eval or sell
Experience value, create raving fans
Action Permission to “market”: likes, follows, newsletter/blog signups
Permission to “sell”: give contact info, trial sign-up, purchase
Renewals, Referrals
Story: How I learned to love
the Proof Of Concept
Thanks
Slides:
rocketwatcher.com
@aprildunford