How Startups Are Changing Marketing As We Know It

1. How startups are changing marketing as we know it Amrita Chandra @amritachandra www.shapeandsound.com

2. When I graduated from university in the early 90s, the best jobs for marketers were in big companies. I was one of the lucky ones, managing to get hired by one. Life was good. Image credit: FlickrCC/dnguy3n

3. In order to rise through the ranks I did what every ambitious bigcompany person did at the time – I went back to school to get my MBA. I was drawn to a place known for fostering entrepreneurs.

4. Even though I was tempted to start my own company, I chose the safe route, continuing to work for big companies. Image credit: FlickrCC/Dave Catchpole

5. At the time, working in a startup or small company seemed like the cheap imitation of the real thing. Doing great marketing required great budgets, which startups didn’t have. Image credit: FlickrCC/ll_bly_ca

6. In the late 90s, things started to change.

7. My ﬁrst tech startup job Source: Wikipedia

8. Image credit: FlickrCC/Filiola But even back then, you needed money to make noise.

9. Image credit: FlickrCC/Filiola Ads Buying lists Direct mail Custom creative PR agency Trade shows

10. Eventually, the dot-com boom turned into the dot-com bust. It was a terrible time to be a startup marketer. It was tough to ﬁnd work and budgets were tight. Sucked to be a startup marketer Source: Wikipedia

11. A noticeable shift started happening around 2007. That set the stage for how marketing is being done today. A few market changes lay the foundation for startups to excel at marketing. Image credit: FlickrCC/t Theatre

12. Shift #1: The social web created affordable channels of communication

13. Shift 2: SaaS + cloud = affordable marketing technology

14. Shift 3: Our expectations around work changed

15. Prestige Corner ofﬁce Security Stability Impact Remote work Possibility Flexibility Resources Resourcefulness

16. 5 areas where startups are transforming marketing as we know it

17. #1:" Customer insights

18. Pressly is a startup that makes a platform that allows marketers to turn various streams of content into an interactive experience ideal for mobile devices.

19. When you sign up for an account, you get this message from Pressly’s CEO. Try replying. It’s really him on the other end. He wants you to have the best experience possible using Pressly.

20. The CEO of TripLingo blogged about the importance of CEOs doing front-line customer support. He said he mans their live chat account so I thought I’d see if he was telling the truth… J

21. As Asigra’s head of marketing I made a point to talk to customers every single day. In fact, everyone on my team did. We got customer insights beyond anything traditional market research provided.

22. # 2: Marketing operations

23. Planning in short sprints Image credit: FlickrCC/l Robertson

24. Daily standup meetings Image credit: FlickrCC/il Crosby

25. (iDoneThis built their company around this)

26. Image credit: FlickrCC/_mdanys Teaming up marketers with their design and developer counterparts.

27. Startup Zapier has a distributed team, with marketing sitting in a different state than the folks he works with every day.

28. Startup marketers can now access tools that allow them to collaborate in ways they couldn’t in the past.

29. # 3: Hiring

30. Getting a marketing job used to require: 1.  2.  Degree* Upward progression through traditional marketing tracks Demonstration of “stability” 3.  *bonus if from a good school

31. Startup marketing job description

32. In other words: 1.  Know how to get shit done 2.  Have a great attitude

33. New roles inside startup marketing teams GROWTH HACKER FRONT END DEVELOPER CUSTOMER EVANGELIST CONTENT CREATOR

34. #4: Measurement

35. In the old days we were measured by how many leads we generated, how many press mentions we got, and how much budget we secured. Image credit: FlickrCC/M Taylor

36. Today, this is a typical dashboard for a startup marketer.

37. Startup marketers are ﬂuent in data analysis in ways marketers weren’t in the past. Here’s a blog post from startup Uberﬂip

38. Tools like Woopra, MixPanel and Kissmetrics give startup marketers real-time visibility into marketing results. In the past this was unaffordable or unavailable.

39. That’s not to say that we no longer need storytellers, content creators, creativity… Image credit: FlickrCC/ﬁreﬂythegreat

40. But even those folks use data to help them make decisions… Image credit: FlickrCC/ﬁreﬂythegreat

41. The availability and affordability of SaaS marketing technology leads to frequent experimentation Image source: www.unbounce.com

42. #5: Re-imagining Marketing

43. Customer Service Marketing is now the sum of all experiences someone has with your company Employee Experience Social Media Interaction User Experience Image credit: FlickrCC/GabPRR Vendor Experience

44. Buyers are communicating with other buyers in ways marketers can’t control.

45. “In the absence of communication among your customers, advertising rules. But when customers talk to each other, it’s the way customer experience works for each one that counts.” @Martha_Rogers Founder, Peppers & Rogers Group Author, Extreme Trust

46. This is marketing

48. Asigra took something as “boring” as backup and fostered a community of customers who felt like Backup Heroes. They asked for capes, we delivered! This is marketing

50. Maptia moved their team to Morocco …This is marketing Image credit: FlickrCC/heatheronhertravels

51. This is marketing 37signals promote remote working and give their audience a glimpse inside their employees’ work spaces.

52. Sugru tapped into the passion of DIYers and created a cult following around their product.

53. Trying to out-spend your way to your customer is an arms race that’s hard to win. Instead, startups are perfectly positioned to: Out-know Out-teach Out-inspire Out-hack Out-solve Out-love their way into the hearts and minds of people. Just ask Johnny Cupcakes…

54. Thank you, HPX! @amritachandra www.shapeandsound.com

55. p.s. If you liked this presentation, I would love it if you’d share it.

http://growthhackers.com	2008
http://www.yucezerey.com	1609
http://startupbisnis.com	668
http://brandongaille.com	364
https://twitter.com	171
http://www.anymbed.com	134
http://www.fluffylinks.com	42
http://ei.editage.com	30
http://news.google.com	29
https://www.rebelmouse.com	27
http://www.getlargemedia.com	16
http://snip.ly	16
http://aksenakrykun.wordpress.com	13
https://www.linkedin.com	10
http://www.linkedin.com	8
http://www.growthhackers.com	5
http://www.google.com	5
http://www.scoop.it	4
http://www.twylah.com	4
http://sancristobal.webescuela.cl	3
http://feeds.feedburner.com	3
http://feedly.com	3
http://www.yucezereystream.com	3
https://www.facebook.com	2
http://cloud.feedly.com	2
http://digg.com	2
http://reader.aol.com	2
http://feedreader.com	1
http://smashingreader.com	1
https://m.facebook.com&_=1383089450342 HTTP	1
http://translate.googleusercontent.com	1
https://www.google.com.tr	1
http://dailyglancer.com	1
http://ourthinktank5.blogspot.com	1
http://www.newsblur.com	1

SlideShare for iOS

How Startups Are Changing Marketing As We Know It

by Amrita Chandra , Founder at Shape+Sound

on Oct 25, 2013

Statistics

Views

Actions

35 Embeds 5,191

Accessibility

Categories

Upload Details

Usage Rights

Report content

How Startups Are Changing Marketing As We Know It Presentation Transcript