Marketing for Intrapreneuers at Corporate Startup Summit by Shira Abel of Hunter & Bard

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The deck to a lecture I intended to give at Corporate Startup Summit in Germany. 5 minutes before the lecture I decided to talk about Behavioral Engineering and the startup environment and how to create that inside an enterprise instead. The talk also focused on customer centric marketing.

Transcript of Marketing for Intrapreneuers at Corporate Startup Summit by Shira Abel of Hunter & Bard

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 GeneraBon @shiraabel"

@shiraabel"

Agenda"

" Branding"" When to Do Marketing"" Strategy"" Product Market Fit"" Lean Marketing "

@shiraabel"

MARKETING BASICS!

@shiraabel"

BRANDING You 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."

1"2"3"

@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 would 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 Measurement"" Is your objective SMART: specific, measurable,

attainable, realistic & time specific?"" What are your strategic initiatives?"

" Build awareness"" Expand distribution"" Build penetration"" Build buying rate"" Increase loyalty"

" Funnel e.g. when purchases through the website"" Where 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 Initiatives"" BUILD 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)"

1"2"3"

@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?"

1"2"3"

@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 Funnel"Acquisition "

Learns About Product"Conversion "

Signs Up"

Buys"

Retention"

WOM"

@shiraabel"

For Freemium: Buys & RetenBon

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 relationship"" Has 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 do for them"

" Builds the sales funnel makes potential customers come to you instead of you to them (much better position to be in)"

@shiraabel"

Social Media for Research"" Where is your customer online? "" Are you being mentioned? If so, is it good?"" What is the title of the person in the organization that

typically makes the decisions? "" Rapportive"" LinkedIn"

" Who are the media people who cover your industry?"" Twitter "" FB"" Quora"" LinkedIn"" Pinterest"

@shiraabel"

Rapportive"

Find the email of the person you want to connect to by checking names through the Rapportive plugin."

@shiraabel"

LinkedIn"

Choose who you want to connect t