B2B marketing for intrapreneurs - Shira Abel
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B2B marketing for intrapreneurs - Shira Abel

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about the importance of a ...

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.

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  • 1. B2B Marketing For Intrapreneurs Corporate Startup Summit Launching, Growing, & Developing New Products Inside an Enterprise
  • 3. 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
  • 6. Nir Eyal – If you don’t know him – you should. @shiraabel
  • 7. Business Model Generation @shiraabel
  • 8. @shiraabel
  • 9. Agenda Branding When to Do Marketing Strategy Product Market Fit Lean Marketing @shiraabel
  • 10. MARKETING BASICS @shiraabel
  • 11. BRANDING You don’t own your brand. Your customers do. @shiraabel
  • 12. No one ever got fired for buying IBM equipment.
  • 13. The Safe Pick
  • 14. @shiraabel
  • 15. @shiraabel
  • 17. 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. 1 2 3 @shiraabel
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. What’s Your Strategy @shiraabel
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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…) 1 2 3 @shiraabel
  • 27. 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
  • 28. Viral If You Can @shiraabel
  • 29. Know Your Market @shiraabel
  • 31. 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
  • 32. 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)
  • 33. Watch the Funnel Acquisition – Learns About Product Conversion – Signs Up Buys Retention WOM @shiraabel For Freemium: “Buys” & “Retention” are reversed
  • 35. 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
  • 36. The Holy Trinity of Online Marketing GOOD PRODUCT Earned Media / PR Relationship Marketing SEO / Ads / Affiliate @shiraabel
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. Rapportive Find the email of the person you want to connect to by checking names through the Rapportive plugin. @shiraabel
  • 43. 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
  • 44. Who Are You Looking For @shiraabel
  • 45. Google Search @shiraabel
  • 46. First & Last Name Found! @shiraabel
  • 47. “A true unfair advantage is something that cannot be easily copied or bought.” - Jason Cohen
  • 49. GOAL Surprise and delight your customer.
  • 50. Reputation Economy Once trust has been established: Everyone has an action trigger - it’s up to you to find out what your customer’sis.
  • 51. Jack Dorsey: The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ @shiraabel
  • 52. Random Stuff I Like
  • 53. PR for Startups by Colette Ballou http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012 @shiraabel
  • 54. THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve Tee @shiraabel
  • 55. Close Running BIC Cristal For Her Ball Pen @shiraabel
  • 56. Hat tip:
  • 57. Takeaways Marketing 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
  • 58. References & Reads http://www.uxarchive.com/tasks/sharing http://blog.statuspage.io/how-we-increased-our-conversion-rate-by-311-percent http://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/
  • 59. Customer Insights Customer Insights Confluences Voyages Orthodoxies Analogies Frustrations Extremities Anomalies
  • 60. Mapping a Users Experience Need Research Options Choosing Infrastructure Ordering Implementation