B2B marketing for intrapreneurs - Shira Abel

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B2B Marketing For Intrapreneurs Corporate Startup Summit Launching, Growing, & Developing New Products Inside an Enterprise
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    17-Oct-2014
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about the importance of a strong marketing strategy and how to create one – all the way down to the tactics that work for starting B2B companies, about concrete strategies at launch as well as the general psychology of building habits. This is a great refresher for experienced marketers that helps explain to engineers why marketers do what they do. This is an interactive session – get involved and ask questions during the presentation as well as before.

Transcript of B2B marketing for intrapreneurs - Shira Abel

Page 1: B2B marketing for intrapreneurs - Shira Abel

B2B Marketing

For Intrapreneurs

Corporate Startup Summit

Launching, Growing, & Developing

New Products

Inside an Enterprise

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BEFORE AFTER

DOUBLED VIEWS & REVENUE

We Help Companies

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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

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SOME STARTUP

METHODOLOGIES

THAT YOU

SHOULD KNOW

@shiraabel

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ERIC REIS – THE LEAN STARTUP

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Nir Eyal – If you don’t know him – you should. @shiraabel

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Business Model Generation

@shiraabel

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@shiraabel

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Agenda

Branding

When to Do Marketing

Strategy

Product Market Fit

Lean Marketing

@shiraabel

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MARKETING

BASICS

@shiraabel

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BRANDINGYou don’t own your brand.

Your customers do.

@shiraabel

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No one ever got

fired for buying

IBM equipment.

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The Safe Pick

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@shiraabel

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@shiraabel

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MARKETING

SHOULD START

THE MOMENT THE

PRODUCT IS

CONCEPTUALIZED

@shiraabel

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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. Don’t ask for anything.

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@shiraabel

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Amazon Method of Product

Marketing

Internal press release announcing

finished product – BEFORE IT’S MADE

Target audience – new product’s 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

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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

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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

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IN THE BEGINNING

THE GOAL SHOULD

BE PRODUCT /

MARKET FIT

40% IS GOLD** 40% of your customer base w ould be upset if your product disappeared. – Seth Ellis

@shiraabel

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What’s Your Strategy

@shiraabel

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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

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Performance MeasurementIs your objective SMART: specific, measurable, attainable, realistic & time specific?What are your strategic initiatives?

Build awareness

Expand distributionBuild penetration

Build buying rate

Increase loyalty

Funnel e.g. when purchases through the websiteWhere 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

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Potential Strategic InitiativesBUILD 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

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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 you’ve

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…)

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@shiraabel

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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 it’s what Execs read & gives social proof)

Has a strong trust rate

@shiraabel

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Viral If You Can

@shiraabel

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Know Your Market

@shiraabel

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ONCE PEOPLE START

TO COME – HOW DO

YOU GET THEM COME

BACK?

AND SHARE?

@shiraabel

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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?

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@shiraabel

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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)

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Watch the FunnelAcquisition –

Learns About Product

Conversion –

Signs Up

Buys

Retention

WOM

@shiraabel

For Freemium:“Buys” & “Retention”

are reversed

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AFTER PRODUCT

MARKET FIT –

SEEK TO ACQUIRE

MASS USERS

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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

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The Holy Trinity of Online Marketing

GOOD

PRODUCT

Earned Media / PR

Relationship

Marketing

SEO / Ads /

Affiliate

@shiraabel

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Relationship Marketing

Takes time

Builds the brand

Costs (yes, time is money)

Builds a relationship

Increases referral rate

Critical for B2B

Content can be SEO’d

@shiraabel

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Affiliate, SEO & Media Buy (Ads)

Immediate (if your client base is looking to buy what you’re offering online)

Targeted

Costs (which is fine if you charge, could be a dilemma if you’re free)

Doesn’t build a relationship

Has the lowest trust rate

Affiliate needs to be well vetted in order to not destroy the brand

@shiraabel

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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 PR’d within the industry

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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

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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

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Rapportive

Find the email of the

person you want to

connect to by checking

names through the

Rapportive plugin.

@shiraabel

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LinkedIn

Choose who you want to connect

to:

What groups is the person in?

If you know the title but not the

whole name – do a search in

Google of the partial name and

title & you’ll get the whole name.

@shiraabel

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Who Are You Looking For

@shiraabel

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Google Search

@shiraabel

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First & Last Name Found!

@shiraabel

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“A true unfair advantage is

something that cannot be

easily copied or bought.”

- Jason Cohen

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BEHAVIORAL

ENGINEERING

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GOAL

Surprise and delight

your customer.

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Reputation Economy

Once trust has been established:

Everyone has an action trigger - it’s up to you to find out what your customer’s is.

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Jack Dorsey:

The Power of User Narrativeshttp://www.youtube.com/watch?v=acMXhhdWylQ

@shiraabel

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Random Stuff

I Like

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PR for Startups by Colette Ballou

http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012

@shiraabel

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THE Best Review Of All Time

The Mountain Three Wolf Moon

Short Sleeve Tee

@shiraabel

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Close Running

BIC Cristal For Her Ball Pen

@shiraabel

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Hat tip:

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TakeawaysMarketing starts the second you have an idea for a product / service / business

Every tactic should have a goal in mind

GET TO KNOW YOUR CUSTOMER

Social is more than just engagement – it’s listening and reacting to criticism

Listen & respond – you’ll get a better product & happier customers

Opt-in is more powerful than push

Call-to-action gets you more

Follow the trail to see where you’re losing people along the funnel

THANK YOU

@shiraabel

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References & Reads

http://www.uxarchive.com/tasks/sharinghttp://blog.statuspage.io/how-we-increased-our-conversion-rate-by-311-percenthttp://www.kpcb.com/insights/2013-internet-trends

http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk

http://www.1tech.eu/clients/casestudy_toyota3

http://hbr.org/2013/05/why-the-lean-start-up-changes-everything/ar/pr

http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit

http://www.businessmodelgeneration.com/canvas

http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/

http://www.ashmaurya.com/2012/02/why-lean-canvas/

http://www.avc.com/a_vc/2004/03/its_a_small_wor.html

http://www.youtube.com/watch?v=7QmCUDHpNzE

http://www.youtube.com/watch?v=ZUG9qYTJMsI

http://flowingdata.com/2011/09/18/yoda-pie-chart/

http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/

http://www.slideshare.net/setlinger/altimeter-social-analytics081011final

Breakthrough Marketing Plans

http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/

http://marketingfortomorrow.com/tag/marketing-tone/

http://en.wikipedia.org/wiki/Intrapreneurship

https://en.wikipedia.org/wiki/Lean_manufacturing

http://www.slideshare.net/venturehacks/the-lean-startup-2?from_search=1

http://techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective-2/

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Customer Insights

Customer Insights

Confluences

Voyages

Orthodoxies

Analogies

Frustrations

Extremities

Anomalies

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Mapping a Users Experience

NeedResearchOptions

Choosing Infrastructure

Ordering

Implementation