What marketing connects with prospects to launch your product or service? This is a testable hypothesis, and modern marketing gives you ample data for determining when to persist and when to abandon one ship for another. Here are 10 Marketing Strategies for Launching a New Business from IBM Silverpop evangelist, Ellen Valentine and agency marketing director, Brian Rants. This SlideShare will cover: - What you do (and don’t) need in your marketing infrastructure - How to run lean today without compromising scale tomorrow - Why you need to the feedback loop in your marketing so you know what is connecting with prospects - How behavioral marketing allows you to test your assumptions and then make adjustments accordingly.

1. 10 Marketing Strategies for
Launching a New Business
@EllenValentine Product Evangelist for @Silverpop
@BrianRants Director of Marketing for @DMX_Agency
Presented October 24, 2014 – Seattle Startup Week

2. 10. WE’RE COMING
• Start a ‘we’re in stealth
mode’ or ‘coming soon’
cover page with a simple
web form to collect
emails immediately
• Ask via drop down who
they are (student, press,
corporate role)

3. 9. FAIL TO PLAN = PLAN TO FAIL
Nail down your:
• Naming
• Messaging
• Value Proposition
• Competitive Positioning
• Target Market
• Personas
• Content/Communication
Tone/Writing Style Guide
(Read Ann Handley’s
Everybody Writes)

4. 8. WAIT FOR IT
Design a pre-launch opt-in drip nurture
• Build suspense and anticipation
• Build trust
• Get prospects used to hearing from you
• Introduce key players from the company or project

5. 7. FRIENDS OF FRIENDS
• Consider a referral
program to
exponentially grow your
pre-launch list
• How to get 100k emails
in one week! Harry’s
Razors Case Study
http://bit.ly/1wb4F2T

6. 6. GOING, GOING, GONE
Build scarcity into your model
• Limited Beta program, limited production etc.
• Only open for a short time
• Only open 2x a year
• Make people wait for an account

7. 5. BE A CHANNEL PRAGMATIST
§ SEO & Email
are #1 & #2
– every year
§ Why risk
display ads?
§ SEO & Email
put the odds
in your favor

8. 4. MAKE SEO A WAY OF LIFE
• Your idea will not sell itself
• Learn the basics of SEO or retain an agency
• Develop a keyword & content strategy
• Let SEO guide your decision making, from having a
public knowledge base (tons of great keywords) to
putting support videos on YouTube

9. 3. AUTOMATE YOUR EMAIL MARKETING
• Don’t reinvent the wheel: create good content once
• Create a punchy 30 second demo
• Write a "how to" series
• Review top 5 platforms your software integrates with
• Interview your founder
• Put this "evergreen" (timeless) content into a welcome
series that every new prospect and/or client receives

10. 2. SEND A MONTHLY ENEWSLETTER
• Eat your vegetables - Floss your
teeth - Send a monthly e-newsletter
• Even mature companies see an
uptick in leads and revenue
• Requires you to revisit
• What it is you offer to the world
• What you are doing to move your
company forward
• Also effective for cross-selling

11. 1. MEASURE ALL, ANALYZE DOWN FUNNEL
• Drowning in data?
• What matters is that your
visitors are converting
• Track key conversions,
so you can look back at
what caused that event
• Then, do more of that

12. Ready for liftoff?
Funnel your passion for your product or service into simple,
high-yield marketing efforts. Before you know know it, you'll
have a well oiled web and email marketing machine.
More helpful tips at http://silverpop.com and http://dmx.agency