Marketing for Startup: Building a Killer Marketing Program
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Transcript of Marketing for Startup: Building a Killer Marketing Program
The goal of this session:Give you the tools and processes to build a marketing program
(and some tips on avoiding five very common mistakes)
About me: Consultant CMO and adviser for startups
Started Mansfield + Associates in 1992
Helped clients build an aggregate market value of close to $5 billion
Played a founder's role in successful startups including Brand3 (sold to American Express), PropertyBridge (sold to MoneyGram). Wallaby Financial (sold to BankRate)
Supported marketing and fund-raising programs with VCs and angels for over 100 companies
People & processes: Cover the bases in all key areas of marketing
Branding: Positioning/messaging/ide
ntitySocial media PR
Website/blog/content/inbound
SEM/SEO/app store optimization
UI/UX,user testing, flows
Biz dev support (collateral, presentations, video etc. Events/conferences Investor relations
People & processes: Who should handle your marketing?
Entrepreneurial:Best startup marketers are pragmatic risk-
takers
Creative and relentless: Need to figure out practical ways of driving
growth
Disciplined: Follow a process of
prioritizing ideas
Collaborative:Align sales, customer support, product
development
Balanced: Ego takes a back seat to company goals
Brand experience: Starting points
Not just aboutcool-looking logos
Top downdefinition of purpose
Every touch point thatyou have with customers
Organizational cultureand behavior
Don’t rely solely onin-house branding Measure for success
Brand experience: Enter the Golden Circle
What?
Why?
We believe in challenging the status quo and doing things differently
Our products are beautifully designed and easy to use
Products like the iPhone
Gender? Age? Income? Geography? Interests? Cars? Housing? Pets? Idols? Fears? Aspirations? Religious? Clothes? Intelligence?
Conservative? Favorite colors? Role models? Entertainment?
User acquisition: Know thy user
User acquisition: Defining the funnel
Acquisition: How do users find you?
Activation: Do users have a great first experience?
Retention: Do users come back?
Revenue: How do you make money?
Referral: Do users tell others?
User acquisition: Feeding the funnel
SEO/SEM Online ads App store optimization
Email marketing Social media Content marketing
Affiliate PR Partner marketing
User acquisition: Key metrics
Important• Engaged users• Repeat vs first-time actions• Time between actions• Repeat action probability• Customer lifetime value (LTV)• Customer acquisition cost (CAC)
Not so Important• Registered users• Downloads• Page views
https://goo.gl/BGS8UY
Where to go next:
https://goo.gl/klUNFe
http://goo.gl/Jb1bfQ https://goo.gl/jtk7vU
Partner development: Who can help you carry the load?
Synergistic products? Similar user base?
Track record of partnership
deals?Good acquirer?
Partner development: Optimizing partnerships
Understand your partner’s operation, structure & team
Leverage their existing internal & external communication channels
Give them ongoing reasonsto stay engaged Stay as close to the frontline as possible
Market leadership: Pick your programs
PR Association partnerships
Conference/events Content syndication
Analyst activities Webinars/roadshows
In conclusion: Cover the bases
Get organized
Branding User/customer acquisition
Partner development
Industry leadership
Where to go next
Peter Mansfield: [email protected]
Schedule a one-on-one marketing session:Calendly.com/petermansfield