Random Acts of Marketing are Killing your Startup

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  • 1. Random Acts of Marketing are Killing Your Startup April Dunford, co-founder, RocketScope
  • 2. Marketing is Big Branding ContentLead Generation Social Media Sales SupportPR & Media Relations Partner MarketingEvents Messaging
  • 3. Marketing Questions Google Can Answer How do I increase blog traffic? How do I run a better event? How do I convert more trials to paid customers? How do we improve sales effectivness? How do I create better content? How to I build a better landing page? How do I get more followers on Twitter? How do I get more customer reference? How do I get more email signups? How do I improve SEO? How do I write better ad copy? How do I build a better product demo?
  • 4. Marketing Questions Google Can’t Answer
  • 5. What Tactics are Right for My Business?
  • 6. How Do I Tailor Tactics for My Business?
  • 7. How Do I know I’m Doing The Best Marketing I Can For My Startup?
  • 8. Problem: The Cycle of Marketing Meh Marketing Fashion Assessment* Select tactics ExecuteMeasure Improve * Where you look at what everyone else is doing
  • 9. You Need a Marketing Model
  • 10. 3 Inputs Related to Customers Who They Are How They View Solutions How They Buy
  • 11. Company Characteristics (B2B): Geography, size, industry Customer they serve, how they sell, their ecosystem, budgets, risk tolerance, etc. Decision Maker Characteristics: demographics, education, skills, interests, motivations, goals Pain: What drives them crazy Where they hang out: Social networks, communities, associations/groups, events Where they find out about stuff: Search engines, word of mouth, peers, media outlets, blogs, experts, influencers/famous people Who They Are
  • 12. What do we do? What market are we in? Competitive Alternatives: Examples: Do nothing, manual effort, Word/Excel, competitive product Key Differentiated Points of Value When compared to the alternatives above the specific value you bring that the others don’t. Proof Customer references, 3rd party reviews, statistics, metrics, expert endorsements How They View Solutions
  • 13. How They Buy No Need Need Eval. Buy Enjoy Re-new Knowing the cost of not solving the problem Knowing the Value of solving the problem Knowing the value of your solution Why purchase now? Using and enjoy the offering Knowing I can’t do without the offering Current solution good enough Value not compelling Risks too high Not knowing how to evaluate Great but not for me I might change my mind Too much $ Bad service, Bad user experience Not using Decided there was no need Move to other solution Accelerators Friction points
  • 14. Metrics
  • 15. Analysis
  • 16. The Cycle of Marketing Awesome Tactical Execution Outputs Analysis Inputs Customer Offering Buying Process Metrics Conclusions Project plans