Marketing
Fundamentals for Founders
PATRICK CAMPBELL
@patticus
@Patticus
Provide you a quick, analytical process to approach
marketing and sales in the early stages of a business.
Our M...
@Patticus
Everyone leaves with something new they’ve
learned, no matter your marketing level.
My Goal
@Patticus
Key Milestones:
•May 2012: Founded in Boston
•Nov. 2012: 50+ Customers
International Expansion to UK, Canada & A...
@Patticus
•UnderstandingYour Constraints
•Understanding the Smarketing Funnel
•UnderstandingYour Channels
Our Agenda
@Patticus
UnderstandingYour Constraints
@Patticus
We all have an ego that wants to see our name on a
billboard...or in a SuperBowl commercial...
@Patticus
...but vanity is for prom queens (and kings), not
marketers...
@Patticus
We only have so much time...
@Patticus
...because failure stares you in the face at every turn.
@Patticus
You need to be a steamroller.
@Patticus
You’re under enormous constraints as a startup. Be a
steamroller focused on conversion momentum, not vanity.
Mai...
@Patticus
Identify what you’re doing right now to capture
leads or convert leads to customers.
Activity #1
@Patticus
Understanding the Smarketing Funnel
@Patticus
There are a lot of complex theories out there...
@Patticus
...but keep it simple up front.
Eyeballs Lead Opportunity Customer
@Patticus
Our $1Million Funnel
• Top of the Funnel
• Price Intelligently Blog
• Guest Blogging
• Quora, LinkedIn Twitter, ...
@Patticus
Find the funnel that works for you, but you must give your leads
an opportunity to dig in and a funnel for them ...
@Patticus
Draw out your funnel, either current or proposed.
Activity #2
@Patticus
UnderstandingYour Channels
@Patticus
Channels
• Inbound (Go through HubSpot’s certification)
• Slideshare
• Guest posts
• Blog
• Social Media
• Video
...
@Patticus
Inbound Channels
@Patticus
Outbound Channels
@Patticus
Everybody is different...
@Patticus
...so identify your buyer personas...
@Patticus
...and be a brand.
@Patticus
Our Brand
Let the knowledge free!
@Patticus
Long form and data driven
@Patticus
Result
• Makes us look bigger than we actually are
(don’t tell anyone)
• Education and creates the requirement
•...
@Patticus
Our $1Million Funnel
• Top of the Funnel
• Price Intelligently Blog
• Guest Blogging
• Quora, LinkedIn Twitter, ...
@Patticus
Conversion...conversion...conversion.
Read Skok’s SaaS Unit Economics.
@Patticus
Test, test, and test different marketing channels, but
keep the focus on conversion and scalability.
MainTakeawa...
@Patticus
What are six channels you can easily test (that you’re
not using already) and how are you going to test them?
Ac...
@Patticus
Questions?
@Patticus
Patrick Campbell
Patrick@PriceIntelligently.com
@Patticus
Course Title
Course Title
INSTRUCTOR NAME
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Marketing Fundamentals for Founders

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So, you've got a product or idea that's going to IPO (eventually) and your team puts Apple and Google's to shame. Yet, your traffic, leads, and customer metrics keep missing expectations and your board is starting to wonder what they've gotten themselves into with you.

Never fear. Quantified marketing is here. Learn how to promote your business with fundamental digital marketing principles. Slides taken from a class taught by Patrick Campbell, CEO of Price Intelligently. Learn more from the experts by visiting http://intelligent.ly/learn

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Marketing Fundamentals for Founders

  1. 1. Marketing Fundamentals for Founders PATRICK CAMPBELL @patticus
  2. 2. @Patticus Provide you a quick, analytical process to approach marketing and sales in the early stages of a business. Our MissionToday
  3. 3. @Patticus Everyone leaves with something new they’ve learned, no matter your marketing level. My Goal
  4. 4. @Patticus Key Milestones: •May 2012: Founded in Boston •Nov. 2012: 50+ Customers International Expansion to UK, Canada & Australia •Jan. 2013: Expanded Team to 7 •April 2013: Completed Over 100,000 Pricing Strategies •May 2013: $1M Run Rate Executives: •CEO/Co-Founder: Patrick Campbell •Technologist/Co-Founder: Christopher O’Donnell •Technologist/Co-Founder: Aaron White About Us
  5. 5. @Patticus •UnderstandingYour Constraints •Understanding the Smarketing Funnel •UnderstandingYour Channels Our Agenda
  6. 6. @Patticus UnderstandingYour Constraints
  7. 7. @Patticus We all have an ego that wants to see our name on a billboard...or in a SuperBowl commercial...
  8. 8. @Patticus ...but vanity is for prom queens (and kings), not marketers...
  9. 9. @Patticus We only have so much time...
  10. 10. @Patticus ...because failure stares you in the face at every turn.
  11. 11. @Patticus You need to be a steamroller.
  12. 12. @Patticus You’re under enormous constraints as a startup. Be a steamroller focused on conversion momentum, not vanity. MainTakeaway #1
  13. 13. @Patticus Identify what you’re doing right now to capture leads or convert leads to customers. Activity #1
  14. 14. @Patticus Understanding the Smarketing Funnel
  15. 15. @Patticus There are a lot of complex theories out there...
  16. 16. @Patticus ...but keep it simple up front. Eyeballs Lead Opportunity Customer
  17. 17. @Patticus Our $1Million Funnel • Top of the Funnel • Price Intelligently Blog • Guest Blogging • Quora, LinkedIn Twitter, etc. • Video (coming soon) • Middle of the Funnel • Remarketing • E-Books • Email • Video (coming soon) • Bottom of the Funnel - Sales • Human Beings - Price Optimization Assessment
  18. 18. @Patticus Find the funnel that works for you, but you must give your leads an opportunity to dig in and a funnel for them to go down. MainTakeaway #2
  19. 19. @Patticus Draw out your funnel, either current or proposed. Activity #2
  20. 20. @Patticus UnderstandingYour Channels
  21. 21. @Patticus Channels • Inbound (Go through HubSpot’s certification) • Slideshare • Guest posts • Blog • Social Media • Video • Email • Outbound • Remarketing • Paid Search • Paid Display • Pamphlets • Paid newsletters • Paid anything
  22. 22. @Patticus Inbound Channels
  23. 23. @Patticus Outbound Channels
  24. 24. @Patticus Everybody is different...
  25. 25. @Patticus ...so identify your buyer personas...
  26. 26. @Patticus ...and be a brand.
  27. 27. @Patticus Our Brand Let the knowledge free!
  28. 28. @Patticus Long form and data driven
  29. 29. @Patticus Result • Makes us look bigger than we actually are (don’t tell anyone) • Education and creates the requirement • Forces us to scale
  30. 30. @Patticus Our $1Million Funnel • Top of the Funnel • Price Intelligently Blog • Guest Blogging • Quora, LinkedIn Twitter, etc. • Video (coming soon) • Middle of the Funnel • Remarketing • E-Books • Email • Video (coming soon) • Bottom of the Funnel - Sales • Human Beings - Price Optimization Assessment
  31. 31. @Patticus Conversion...conversion...conversion. Read Skok’s SaaS Unit Economics.
  32. 32. @Patticus Test, test, and test different marketing channels, but keep the focus on conversion and scalability. MainTakeaway #3
  33. 33. @Patticus What are six channels you can easily test (that you’re not using already) and how are you going to test them? Activity #3
  34. 34. @Patticus Questions?
  35. 35. @Patticus Patrick Campbell Patrick@PriceIntelligently.com @Patticus
  36. 36. Course Title Course Title INSTRUCTOR NAME
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