Marketing Fundamentals for Founders
 

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 ...

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 Marketing Fundamentals for Founders Presentation Transcript

    • 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 MissionToday
    • @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 & 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
    • @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. MainTakeaway #1
    • @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, 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
    • @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
    • @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 • Email • Outbound • Remarketing • Paid Search • Paid Display • Pamphlets • Paid newsletters • Paid anything
    • @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 • Forces us to scale
    • @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
    • @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. MainTakeaway #3
    • @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
    • @Patticus Questions?
    • @Patticus Patrick Campbell Patrick@PriceIntelligently.com @Patticus
    • Course Title Course Title INSTRUCTOR NAME