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Motarme - Web Marketing for Tech Startups - NISP Workshop June 2014

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Motarme workshop for NISP - Digital Marketing for Technology Startups. Introduction to building a repeatable Customer Acquisition Process using the web, search engine marketing, paid ads, email and …

Motarme workshop for NISP - Digital Marketing for Technology Startups. Introduction to building a repeatable Customer Acquisition Process using the web, search engine marketing, paid ads, email and social media. Describes a 7 step framework for clarifying your value proposition, targeting customers and then bringing those customers to your website and blog. Workshop for NISP Connect.

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  • Hi, my name is Michael White
    Today we’re going to look at how startup technology companies can use Digital Marketing to grow their business
    I’ll start with a quick intro
  • We setup our company, Motarme, in 2011
    We are building a web-based system for Marketing Automation which went live in September last year and since then we’ve been selling our first licenses.
    We also provide consulting on web marketing for B2B technology firms
    Our clients include Siemens, Atos and about 40 technology and software firms.
    Before setting up Motarme I was Head of Marketing at Singularity, and prior to that I worked with Siemens, Deloitte, Misys Corporation among others.
  • And this are some client quotes
  • Startup companies have a few key goals at the start
    – build your product,
    - raise finance,
    - get your first customers
    - hire staff
    Once you are confident that you have a product that
    (a) meets a real customer need and
    (b) a decent sized market, then your focus must switch
    The key goal from that point forward is a Repeatable Customer Acquisition Process
  • The question is where do you start?
    In this presentation I’ve boiled down the steps into a simple framework that you can refer to as you learn the ropes.
  • Before starting on the framework, lets step back and ask – why is online marketing important for startups?
    Why can’t you use the traditional sales approach with phone calls, tradeshows and press ads?
  • Most people are familiar with offline marketing – tradeshows, press ads, television advertising
    Digital marketing relates to the web – your website, email, social media, search engine optimization
  • The main reason to focus online is because for most businesses, their top sources of sales leads are now online
  • In a US survey, 80% of Business
  • We have define a simple framework to help you remember the key steps – ABC 1234
    What are you selling
    Who are you selling to
    How will you sell
    And “How” breaks into 4 stages
    I’ll explain each step now
  • The first key step in selling any product is to make sure you can communicate its value
    If you can’t explain to a customer why it’s good, then they won’t buy
    You also need to explain why it’s better than doing nothing and (sometimes) why it’s better than a competitor product
  • You need to have a clear definition of who you are targeting e.g. “marketing managers in mid size software companies in the UK and Ireland” or “production managers in seafood processing firms in the North Eastern United states”
    You also need to understand these buyers before you can market to them
    How do you do that? Call them – phone 10 to 20 of your representative customers, ask them about what they want from a product like yours, what they currently use, what they think about competitors. Do not do this via email or a web survey.
    The output of this is sometimes call either a “Buyer persona” or a customer research document.
    In either case, it means you can step into the shoes of customers and understand what’s important to them.
    Examples: what systems they use, what you need to integrate to, whether you need particular certifications, who usually makes the purchase decision
  • Once you’ve got a handle on your value proposition and your target buyers, you can begin to focus on you Customer Acquisition Process.
    This is a 4 stage process.
  • Take your customer acquisition process and address it step by step
    No. 1 – focus on traffic, that is problem number 1. You need to get to over 1,000 unique visitors per month to give yourself a chance to generate sales leads and sales. There is no point on focusing on the other stages until you get this one working.
    No. 2 – Once you get visitors to your site, persuade them to register or sign-up – this is called “Conversion”
    No. 3 – The third step is to get a percentage % of the people who registered to become paying customers
    No. 4 – the final step is to keep your customers – it’s cheaper to sell to existing customers than to acquire new ones, so make sure you cover this step in your online marketing.
  • Driving traffic is based on having something of interest on your website – this could be text, images, downloadable documents, video
    All of this is referred to as content.
    Once you have something of interest, you use a set of tools to drive traffic to your site.
    I normally start with Google pay-per-clicks ads purely for reasons of speed – you can achieve results in 24 hours.
    Next, and more important in the long run, is Search Engine Optimization. This is a set of techniques and tools you use to make sure your site comes out on top of the search results.
    After SEO comes social media – using Twitter, Facebook, LinkedIn and other social networks to promote your message and bring traffic to your website
    Email marketing is shown here at number 5, but in terms of speed it could be number 2. In this step you use email marketing systems like Mailchimp to send targeted messages to existing customers and to prospects.
  • Transcript

    • 1. DIGITAL MARKETING FOR STARTUPS
    • 2. Motarme Introduction
    • 3. 3 Michael White, Motarme • Motarme • Singularity • Siemens • Deloitte • Marrakech • Elavon • Misys B2B Technology Marketing •Lead Generation Consultancy •Marketing Automation
    • 4. 4 “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” Caolan Bushell Business Development Manager Mergon Group Barry Rooney Chief Operations Officer Siemens ITSS “Motarme delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” “Motarme delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” Joe Lynch General Manager IMEC Technologies “Generating leads online is now a central part of our sales strategy.” “Generating leads online is now a central part of our sales strategy.” About Us
    • 5. Digital Marketing for Startups
    • 6. 6 A Repeatable Customer Acquisition Process Our Goal Predictable1 2 Scalable 3 Automatable
    • 7. 77 Digital Marketing for Startups Where do you start? A simple Framework
    • 8. Why Focus on Online Marketing?
    • 9. 9 9 First – What is Online Marketing?
    • 10. 10 10 2 3 4 5 1 47% Source: DemandBase and Focus.com, 2011 Lead Generation is Moving Online 4 of the top 5 lead sources are online
    • 11. 1111 This is the way businesses buy today A survey of B2B buyers in Europe found that websites, web searches and email made up 3 of the top 4 information sources when carrying out a purchase Source: 2011 BuyerSphere survey A survey of B2B buyers in Europe found that websites, web searches and email made up 3 of the top 4 information sources when carrying out a purchase Source: 2011 BuyerSphere survey
    • 12. 12 12 • Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage. • We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, ‘content-based’ marketing and automated marketing. • Survey of 4,000 B2B technology buyers in the US • 80% said they found the vendor, not the other way round. Source: MarketingSherpa • Survey of 4,000 B2B technology buyers in the US • 80% said they found the vendor, not the other way round. Source: MarketingSherpa This is the way businesses buy today
    • 13. 13 13 More of The Buying Process Happens Online Savo Group Research Study 2012 via PepperGlobal.com • 41% of Business Buyers said they engaged with sales only after their initial research was conducted • 25% said they initiated contact after they had already established a preferred list of vendors Source: DemandGen White Paper “The New BtoB Path to Purchase”, 2012 of the buying process is completed before talking to a vendor. of the buying process is completed before talking to a vendor. 58% – 70%
    • 14. Using Digital Marketing To Drive Sales
    • 15. 1515 Increase Lead Generation, Increase Sales Generate more leads at the top of the sales funnel using Digital Marketing Generate more leads at the top of the sales funnel using Digital Marketing Use simple processes to categorise and nurture these leads so more of them convert to sales Use simple processes to categorise and nurture these leads so more of them convert to sales € $ £ 1 2
    • 16. 1616 ABC, 1234 Bring people to your website Bring people to your website TrafficTraffic Persuade them to pay for your service Persuade them to pay for your service SubscriptionSubscription Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetentionConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
    • 17. 17 17 A: Your Value Proposition  What value do you deliver?  How quickly can I see the value?  Why is your product better than competitors?  Why is it better than what I do at the moment? Value Proposition: Why should I buy something from you?
    • 18. 1818 B: Your Target Buyers  What do they want?  What do they like and dislike?  Where are they (countries, languages)  What industry sectors?  What types of organisation? Size, location ...  What are their typical roles or titles?  Where do they hang out online? Who are your buyers?
    • 19. 1919 C: Your Acquisition Process Bring people to your website Bring people to your website TrafficTraffic Persuade them to pay for your service Persuade them to pay for your service SubscriptionSubscription Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetentionConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
    • 20. 20 4 Key Steps for Customer Acquisition 20 Traffic Conversion Subscription Retention Bring people to your website Bring people to your website TrafficTraffic Persuade them to pay for your service Persuade them to pay for your service SubscriptionSubscription Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetentionConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
    • 21. 21 4 Key Steps for Customer Acquisition 21 Bring people to your website Bring people to your website Persuade them to sign- up, register, download Persuade them to sign- up, register, download Persuade them to pay for your service Persuade them to pay for your service Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers TrafficTraffic ConversionConversion PurchasePurchase RetentionRetention
    • 22. 22 Step 1: Drive Traffic to Your Website 22 Bring people to your website Bring people to your website TrafficTraffic Content Pay-per- click Search Engine Optimization Social Media Email Marketing
    • 23. 23 Step 1: Drive Traffic to Your Website 23 Bring people to your website Bring people to your website TrafficTraffic 1. Content Production 1. What are your customers interested in? 2. Text based documents – white papers, case studies 3. Image based – infographics, presentations, photographs 4. Video 5. Blogs – mixture of text, image, video 2. PPC 3. Search Engine Optimization 1. Keyword analysis & selection of best keywords to target 2. On page SEO – update website structure and settings 3. Off-page – Link Building 4. Social Media Marketing 1. Identify influencers 2. Actions for LI, G+, FB, Twitter, Slideshare, YouTube 5. Email 6. Paid Online Advertising (non PPC) 1. Display 2. Syndication Steps for Increasing Web Traffic
    • 24. 24 4 Key Steps for Customer Acquisition 24 Conversion ConversionConversion Persuade them to sign- up, register or download Persuade them to sign- up, register or download
    • 25. 25 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 25 Content Free Trial or Demo Typically you can get people to register for 2 reasons – to trial your product or to access content
    • 26. 26 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 26 Reflect your target customers Social proof and Trust Anchors For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme
    • 27. 27 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 27 Use Landing Pages to convert traffic Clear ‘Calls to Action’
    • 28. 28 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 28 1. Clear Value Proposition – why they should sign-up today 2. Home page design – reflect your buyers , provide proof 3. Landing pages – funnel traffic to particular pages on site 4. Clear “Calls to Action” – offer something of value 5. A/B Testing – split test your main landing pages 6. “Nurturing” and Lead management 7. Analysis of Visitor Behavior – who, where from, what … 8. Removal of “Friction” – all the reasons a visitor might not want to complete the action: • Worried if website is legit • Don’t want spam emails • Don’t want to be hassled by sales calls Steps for Increasing Conversions http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors
    • 29. 29 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 29 7 Principles of Conversion Centered Design
    • 30. 30 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 30
    • 31. 31 Persuade them to sign- up, register, download Persuade them to sign- up, register, download ConversionConversion Step 2: Convert Those Visitors 31 1. Sliders 2. Visual confusion 3. You’re not where they’re looking Design 1. Sketchy testimonials 2. No product/company reviews Social Proofs 1. Rounding numbers 2. Trust badges 3. Inconsistent messaging 4. Offers disappear Trust Issues 1. Not fixing what matters Conversion Killer http://unbounce.com/conversion-rate- optimization/10-conversion-killers-and-the- hacks-to-fix-them/
    • 32. 32 Persuade them to pay for your service Persuade them to pay for your service PurchasePurchase Step 3: Persuade them to purchase 32 1. Demonstrate value early and often – within minutes, hours, not weeks 2. Encourage use – especially with web based products, the more they use, the harder it is to leave. 3. Call them – don’t try to automate too much at the start – talk to your prospects so you understand what they like and what they don’t like 4. Keep entry price point low – have a low price for getting started (with option to ramp up the price with usage/time) 5. Make it easy to buy – accept payements online, make sign-up process as simple as possible, remove any unneccessary steps, test with your customers Persuade Visitors to Purchase
    • 33. 33 Step 2: Convert Those Visitors 33 Automated Follow-up – AKA “Lead Nurturing” Persuade them to pay for your service Persuade them to pay for your service PurchasePurchase 20 EmailEmail NewsletterNewsletter Case study Case study EmailEmail Nurture track 1 30 EmailEmail White paper White paper WebinarWebinar CallCall Nurture track 2 40 CallCall EmailEmail WebinarWebinar ebookebook Nurture track 3
    • 34. 34 Convince them to renew each year – retain your customers Convince them to renew each year – retain your customers RetentionRetention Step 4: Retain Your Customers 34 1. Never stop selling to your customers – constantly remind them of the value you provide 2. Monitor their usage – if their activity slows up, or their account becomes dormant get in touch quickly to see how you can help and encourage them to reactivate 3. Survey customers on a regular basis to see if they are satisfied and to identify causes of dissatisfaction 4. Dedicated “renewals” team – for larger companies, have a dedicated ‘renewals’ team Retention
    • 35. 7. Execute and Assess
    • 36. 36 • What does success look like? • How many positive responses indicate demand? • Rules of thumb – email open rates of 15% or above; 4% to 8% registration rates (for B2B); up to 30% conversion rates for B2C; CTR above 1.2% on adwords campaigns • Can you extrapolate from test – do you have some predictable, repeatable traffic? Execute and Assess
    • 37. 37 Instrumentation • Make sure you can see what’s going on • Traffic volume, sources • Lead volume, sources, quality • Cost per lead, cost per sale (aka Customer Acquisition Cost - CAC) Execute and Assess
    • 38. 8. Growth Hacking
    • 39. 39 • Term coined by Sean Ellis, ex VP Marketing at Dropbox • Using a combination of Marketing tools, product feature changes, analytics and experimentation to drive growth • Focus on User Growth • Try to identify opportunities for “virality” • Generally working with a restricted budget • Skillset is part marketing, part product development, part analytics • Examples: Growth Hacking
    • 40. 40 • Resource: GrowthHackers.com • Intro slide deck from Mattan Griffel - http://www.slideshare.net/mattangriffel/growth-hacking • Caveat: some of the approaches won’t work for B2B enterprise Growth Hacking
    • 41. 9. Resources
    • 42. 42 Resources • MarketingSherpa – fantastic source of advice and information on B2B technology marketing – www.marketingsherpa.com • Great presentation “Building a Sales and Marketing” Machine from David Skok, Matrix Partners- http://www.forentrepreneurs.com/slides-sales-marketing-machine/ • Neil Patel’s blog QuickSprout (www.quicksprout.com) has excellent information on getting found on the web • KissMetrics www.kissmetrics.com and ClickTale www.clicktale.com have great blogs • Scott Brinker, Chief Marketing Technologist blog – www.chiefmartec.com • Moz.com – great blog on SEO – also check out Bruce Clay www.bruceclay.com • Growthhackers central resource - http://growthhackers.com/ • Unbounce - http://unbounce.com – tool to build landing pages that you can use when launching a product • Lincoln Murphy’s blog Sixteen Ventures - http://sixteenventures.com/ - advice on pricing for SaaS • Sean Ellis’ advice on Product Market Fit for startups - http://www.startup-marketing.com/the- startup-pyramid/ • Ryan Gum blog - http://ryangum.com/8-aha-moments-needed-before-marketing-your- startup/ • Conversion rates - www.widerfunnel.com and www.conversionscientist.com and www.Conversion-rate-experts.com Links
    • 43. 43 Books Resources Also • “Crossing the Chasm”, Geoffrey A. Moore – classic guide to product marketing, good intro to marketing for technologists • “The Art of SEO” – gets going after about page 80 • “Advanced Google Adwords” by Brad Geddes • “Web Analytics 2.0” by Avanish Kaushik
    • 44. 44 Thank You Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme