5 Things Startup Marketers Can TeachBig CompaniesApril DunfordManaging Director RocketScoperocketscope.com@aprildunford
About Me: April DunfordStartup Marketing:   – Janna Systems (Acq. by Siebel $1.3B), DataMirror (Acq. by IBM), KL     Group...
Once Upon a Time…Big Companies did all the “Great Marketing”
So startups did big company marketing                    (badly)Big Company                        StartupFull page print ...
Then the World Changed   (thank goodness)
Customers Changed     They noticed that     marketing sucks             – Untargeted             – Interrupt-driven       ...
Startups ChangedNew Business Models  – SaaS, freemium, ad/sponsorship supported, data as    the product, CrowdfundingNew O...
Marketing Changed          Old                       New                             Big Community, Big  Big Budget, Big I...
Change is Harder for Big Companies                       Deep expertise in the old stuff                       Executives ...
5 Things Startup Marketers Can Teach           Big Companies
1/ Marketing Eats SalesIn the good ol’ days, Sales had it under control….                 Sales                           ...
1/ Marketing Eats Sales       Marketing Owns the Customer Lifecycle                            Sales/ Cust. Serv./       M...
2: Lifetime Value Vs. “Deals”                                                         SaaS/Subscription-based business    ...
3: Agile + Marketing = Results  Less focus on long term planning  Breaking into smaller projects  Focus on functioning out...
4: Marketing is no longer a DepartmentCross-functional including:   – Product, Development, IT, Sales,     Customer Servic...
5: Data = Speed                  Startup Marketers execute,                  measure, analyze, iterate                  No...
Revenue accountability   New Phases of Marketing Maturity                                                          Marketi...
Thanks!      Marketing Best Practices:      RocketScope.com      Startup Marketing:      RocketWatcher.com      Twitter: @...
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5 things startup marketers can teach big companies

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Gone are the days when big budgets were required do great marketing. Agile, data-driven startups are re-writing the marketing playbook.

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5 things startup marketers can teach big companies

  1. 1. 5 Things Startup Marketers Can TeachBig CompaniesApril DunfordManaging Director RocketScoperocketscope.com@aprildunford
  2. 2. About Me: April DunfordStartup Marketing: – Janna Systems (Acq. by Siebel $1.3B), DataMirror (Acq. by IBM), KL Group (Acq. by Quest), Watcom (Acq. by Sybase), InfobrightBig Companies: – IBM (Global head of II Marketing, launched, grew to $250M), Siebel (Global Marketing Fin Serv. Solutions, $800M), Huawei (Global Enterprise launch $1 - $4B)RocketWatcher: – Startup marketing blogCommunitech: – Entrepreneur in ResidenceRocketScope: – Marketing best practices for high growth
  3. 3. Once Upon a Time…Big Companies did all the “Great Marketing”
  4. 4. So startups did big company marketing (badly)Big Company StartupFull page print ads Quarter page print adsGigantic trade show booth at the Tiny trade show booth by the toiletentranceThe 40 city roadshow The 5 city roadshow (that did not stop in NYC)Press Releases – covered in WSJ Press Releases – covered in the local paper (Hi Mom!)Sponsor a Formula1 car Sponsor a local motocross racerTelevision ads Feel depressed about TV
  5. 5. Then the World Changed (thank goodness)
  6. 6. Customers Changed They noticed that marketing sucks – Untargeted – Interrupt-driven – Way too pushy They avoid vendors – They talk to each other – They would sooner talk to a stranger than a vendor We are experts at ignoring marketingGraphic by Marketoonist: http://tomfishburne.com/2012/10/innovation-worth-sharing-two-day-workshop-in-dubai.html
  7. 7. Startups ChangedNew Business Models – SaaS, freemium, ad/sponsorship supported, data as the product, CrowdfundingNew Operational Models – Lean Startup, Agile Development, Crowdsourcing Steve Blank: “Startups are not smaller versions of big companies”
  8. 8. Marketing Changed Old New Big Community, Big Big Budget, Big Impact Impact Push Marketing Pull Marketing Spray and Pray Target, Measure, Improve Authority Authenticity Control Collaboration Paid Media Earned Media
  9. 9. Change is Harder for Big Companies Deep expertise in the old stuff Executives are not digital-savvy Low risk tolerance (a lot to lose) Cross-silo collaboration is very hard Long planning cycles"In times of rapid change, experience is your worstenemy.” – J Paul Getty
  10. 10. 5 Things Startup Marketers Can Teach Big Companies
  11. 11. 1/ Marketing Eats SalesIn the good ol’ days, Sales had it under control…. Sales Nobody No Need Eval Buy Enjoy Renew need Cust. Serv.
  12. 12. 1/ Marketing Eats Sales Marketing Owns the Customer Lifecycle Sales/ Cust. Serv./ Marketing Marketing Marketing Marketing No Need Eval Buy Enjoy Renewneed Marketing Must be Accountable for Revenue
  13. 13. 2: Lifetime Value Vs. “Deals” SaaS/Subscription-based business models are based on lifetime value of a customer Activation, Retention, Renewal and Referral are critical This thinking is moving into non- SaaS businesses The rise of the “Customer Success” team Customer Success is Business SuccessFrom David Skok, Matrix Partners: forentrepreneurs.com
  14. 14. 3: Agile + Marketing = Results Less focus on long term planning Breaking into smaller projects Focus on functioning output Allows for changing requirements Cross-functional teams Publically commit to goals Daily standup meetings Agile makes Marketing Results-Focused
  15. 15. 4: Marketing is no longer a DepartmentCross-functional including: – Product, Development, IT, Sales, Customer ServiceWhat this enables – Fast hacking of customer acquisition channels – Marketing baked into product – Fast iteration of landing pages, content, messaging The term “Marketing” has branding baggage
  16. 16. 5: Data = Speed Startup Marketers execute, measure, analyze, iterate No Tools? Hack it. Real time data (or as close as we can get) Visibility into what’s working and what isn’t right now Data quickly trumps opinions
  17. 17. Revenue accountability New Phases of Marketing Maturity Marketing Machine Predictable marketing Building an Engine revenue Building a performance pipeline model Dashboards Experimenting Some metrics Some revenue accountability Fluff Unmeasured branding & awareness Agility
  18. 18. Thanks! Marketing Best Practices: RocketScope.com Startup Marketing: RocketWatcher.com Twitter: @aprildunford Email: April@rocketscope.com

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