B2B Marketing
For Intrapreneurs
Corporate Startup Summit
Launching, Growing, & Developing
New Products
Inside an Enterpris...
We Help Companies

BEFORE

AFTER

DOUBLED VIEWS & REVENUE
Shira Abel
CEO, Hunter & Bard
Marketing strategy
Marketing implementation
PR (based in SF)
Full branding & design

Teach M...
@shiraabel

SOME STARTUP
METHODOLOGIES
THAT YOU
SHOULD KNOW
ERIC REIS – THE LEAN STARTUP
Nir Eyal – If you don’t know him – you should.

@shiraabel
@shiraabel

Business Model Generation
@shiraabel
@shiraabel

Agenda

Branding
When to Do Marketing
Strategy
Product Market Fit
Lean Marketing
@shiraabel

MARKETING
BASICS
@shiraabel

BRANDING
You don’t own your brand.
Your customers do.
No one ever got
fired for buying
IBM equipment.
The Safe Pick
@shiraabel
@shiraabel
@shiraabel

MARKETING
SHOULD START
THE MOMENT THE
PRODUCT IS
CONCEPTUALIZED
@shiraabel

Marketing for the Concept Phase

1

Build the marketing into the product. Create
an incentive to share. Make s...
Amazon Method of Product
Marketing
Internal press release announcing
finished product – BEFORE IT’S MADE
Target audience –...
Amazon Internal PR - Layout
Heading - Name the product in a way the reader (i.e. your target customers) will
understand
Su...
Alpha Phase
Start a blog with newsletter sign up
Landing pages  more sign ups (is there
a way to advertise the service on...
@shiraabel

IN THE BEGINNING
THE GOAL SHOULD
BE PRODUCT /
MARKET FIT
40% IS GOLD*
* 40% of your customer base w ould be up...
@shiraabel

What’s Your Strategy
@shiraabel

Example
Business
Objective
Improve Financial
Performance
Business Metric
Reduce Long-Term
Dependence on Ads & ...
@shiraabel

Performance Measurement
Is your objective SMART: specific, measurable,
attainable, realistic & time specific?
...
Potential Strategic Initiatives
BUILD AWARENESS in the early adopters of the target
market INCREASE LOYALTY of the target ...
@shiraabel

Marketing for the Launch Phase

1

Ask the media people and influencers who
now know you if they would be will...
@shiraabel

Earned Media & PR
Social proof
Brings big numbers all at one
Gives a spike of traffic
May not be aimed at the ...
@shiraabel

Viral If You Can
@shiraabel

Know Your Market
@shiraabel

ONCE PEOPLE START
TO COME – HOW DO
YOU GET THEM COME
BACK?
AND SHARE?
@shiraabel

Questions for the Retention Phase

1

Where is the funnel going through the site?

2

Where are you losing you...
Potential Marketing Tactics
Reward evangelists who bring in a wider
client base with specially designed SWAG
Become known ...
@shiraabel

Watch the Funnel
Acquisition –
Learns About Product
Conversion –
Signs Up
Buys

Retention
WOM

For Freemium:
“...
AFTER PRODUCT
MARKET FIT –
SEEK TO ACQUIRE
MASS USERS
Sample Digital Marketing Tactics
More Relevant for B2B
• Webinars
• White papers / Case studies
• Facebook
• YouTube
• Lin...
@shiraabel

The Holy Trinity of Online Marketing
Earned Media / PR

GOOD
PRODUCT
SEO / Ads /
Affiliate

Relationship
Marke...
@shiraabel

Relationship Marketing
Takes time
Builds the brand
Costs (yes, time is money)
Builds a relationship
Increases ...
@shiraabel

Affiliate, SEO & Media Buy (Ads)
Immediate (if your client base is looking to
buy what you’re offering online)...
Thought Leadership is Critical
Blogging and guest blogging is one of the best ways
to do this
Webinars / Presentations tha...
@shiraabel

Marketing is a Sales Tool
Case studies show your ideal customer and how
things go when everything is perfect
C...
@shiraabel

Social Media for Research
Where is your customer online?
Are you being mentioned? If so, is it good?
What is t...
@shiraabel

Rapportive

Find the email of the
person you want to
connect to by checking
names through the
Rapportive plugi...
@shiraabel

LinkedIn

Choose who you want to connect
to:
What groups is the person in?
If you know the title but not the
w...
@shiraabel

Who Are You Looking For
@shiraabel

Google Search
@shiraabel

First & Last Name Found!
“A true unfair advantage is
something that cannot be
easily copied or bought.”
- Jason Cohen
BEHAVIORAL
ENGINEERING
GOAL

Surprise and delight
your customer.
Reputation Economy
Once trust has been established:
Everyone has an action trigger - it’s up to you to find out what your ...
@shiraabel

Jack Dorsey:
The Power of User Narratives
http://www.youtube.com/watch?v=acMXhhdWylQ
Random Stuff
I Like
@shiraabel

PR for Startups by Colette Ballou
http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentatio...
@shiraabel

THE Best Review Of All Time
The Mountain Three Wolf Moon
Short Sleeve Tee
@shiraabel

Close Running
BIC Cristal For Her Ball Pen
Hat tip:
@shiraabel

Takeaways
Marketing starts the second you have an idea for a product / service /
business
Every tactic should ...
References & Reads
http://www.uxarchive.com/tasks/sharing
http://blog.statuspage.io/how-we-increased-our-conversion-rate-b...
Customer Insights
Anomalies
Analogies

Confluences
Customer
Insights

Voyages

Extremities

Frustrations

Orthodoxies
Mapping a Users Experience
Need

Research
Options

Choosing
Infrastructure

Ordering

Implementation
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Shiraable 130902033815-phpapp01

  1. 1. B2B Marketing For Intrapreneurs Corporate Startup Summit Launching, Growing, & Developing New Products Inside an Enterprise
  2. 2. We Help Companies BEFORE AFTER DOUBLED VIEWS & REVENUE
  3. 3. Shira Abel CEO, Hunter & Bard Marketing strategy Marketing implementation PR (based in SF) Full branding & design Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College) Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more Cover Israeli startups for TNW
  4. 4. @shiraabel SOME STARTUP METHODOLOGIES THAT YOU SHOULD KNOW
  5. 5. ERIC REIS – THE LEAN STARTUP
  6. 6. Nir Eyal – If you don’t know him – you should. @shiraabel
  7. 7. @shiraabel Business Model Generation
  8. 8. @shiraabel
  9. 9. @shiraabel Agenda Branding When to Do Marketing Strategy Product Market Fit Lean Marketing
  10. 10. @shiraabel MARKETING BASICS
  11. 11. @shiraabel BRANDING You don’t own your brand. Your customers do.
  12. 12. No one ever got fired for buying IBM equipment.
  13. 13. The Safe Pick
  14. 14. @shiraabel
  15. 15. @shiraabel
  16. 16. @shiraabel MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED
  17. 17. @shiraabel Marketing for the Concept Phase 1 Build the marketing into the product. Create an incentive to share. Make sharing easy. 2 Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything. 3 Test assumptions (cost, messaging, bundle mix, etc.). Ads to landing pages.
  18. 18. Amazon Method of Product Marketing Internal press release announcing finished product – BEFORE IT’S MADE Target audience – new product’s customers (retail customers or internal users of a tool or technology) Centered around the customer problem How current solutions (internal or external) fail How the new product will blow away existing solutions
  19. 19. Amazon Internal PR - Layout Heading - Name the product in a way the reader (i.e. your target customers) will understand Sub-Heading - Describe who the market for the product is and what benefit they get. One sentence only underneath the title. Summary - Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good. Problem - Describe the problem your product solves. Solution - Describe how your product elegantly solves the problem. Quote - A quote from a spokesperson in your company. How to Get Started - Describe how easy it is to get started. Customer Quote - Provide a quote from a hypothetical customer that describes how they experienced the benefit. Closing and Call to Action - Wrap it up and give pointers where the reader should go next. http://tomtunguz.com/  good stuff here
  20. 20. Alpha Phase Start a blog with newsletter sign up Landing pages  more sign ups (is there a way to advertise the service on an internal network?) A/B test messaging & optimization Social outreach starts The point here is to begin to build interest and an audience through good content before launch
  21. 21. @shiraabel IN THE BEGINNING THE GOAL SHOULD BE PRODUCT / MARKET FIT 40% IS GOLD* * 40% of your customer base w ould be upset if your product disappeared. – Seth Ellis
  22. 22. @shiraabel What’s Your Strategy
  23. 23. @shiraabel Example Business Objective Improve Financial Performance Business Metric Reduce Long-Term Dependence on Ads & Lower Overall Costs Marketing Metric Increase Relationship / Content Marketing – Raise percentage of traffic from blog versus ads
  24. 24. @shiraabel Performance Measurement Is your objective SMART: specific, measurable, attainable, realistic & time specific? What are your strategic initiatives? Build awareness Expand distribution Build penetration Build buying rate Increase loyalty Funnel  e.g. when purchases through the website Where do you want people to go? What action do you want people to take? Track the movement Conversion rate / A/B Testing Test & iterate
  25. 25. Potential Strategic Initiatives BUILD AWARENESS in the early adopters of the target market INCREASE LOYALTY of the target market IMPROVE PRODUCT QUALITY by ensuring that the product perfectly matches customer needs and exceeds expectations INCREASE REFERRALS by establishing strong personal connections with customers, and giving them the tools to “spread the word” of their satisfaction within the entire group ACCELERATE NEW PRODUCT DEVELOPMENT by continuously increasing your knowledge and understanding of the needs of your customer, and encouraging innovative solutions to address those needs
  26. 26. @shiraabel Marketing for the Launch Phase 1 Ask the media people and influencers who now know you if they would be willing to check out your product & give feedback . 2 PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc…) 3 Send an announcement to the list you’ve been growing through the blog, ads, & social. Attempt an act of virility (it just might work)
  27. 27. @shiraabel Earned Media & PR Social proof Brings big numbers all at one Gives a spike of traffic May not be aimed at the target market (i.e. WSJ may not be the target market, but it’s what Execs read & gives social proof) Has a strong trust rate
  28. 28. @shiraabel Viral If You Can
  29. 29. @shiraabel Know Your Market
  30. 30. @shiraabel ONCE PEOPLE START TO COME – HOW DO YOU GET THEM COME BACK? AND SHARE?
  31. 31. @shiraabel Questions for the Retention Phase 1 Where is the funnel going through the site? 2 Where are you losing your customer? 3 What action triggers can induce them to come back?
  32. 32. Potential Marketing Tactics Reward evangelists who bring in a wider client base with specially designed SWAG Become known as a industry leader Connect with those who use your product where they live online (e.g. have a private FB page) Increase average purchase rate (recommendations are great for this) Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost – think Kissmetrics blog)
  33. 33. @shiraabel Watch the Funnel Acquisition – Learns About Product Conversion – Signs Up Buys Retention WOM For Freemium: “Buys” & “Retention” are reversed
  34. 34. AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS
  35. 35. Sample Digital Marketing Tactics More Relevant for B2B • Webinars • White papers / Case studies • Facebook • YouTube • LinkedIn • Blogging • Newsletter / Email (highest ROI of all digital media) • Forums • Infographics • E-book • Community • Podcast Less Relevant for B2B • Blog commenting • Twitter • Quora • Google+ • Peer review • Seeding posts • Guest blogging • Game elements (e.g. leader board, 80% signed up, awards for actions) • SEO / SEM • Games
  36. 36. @shiraabel The Holy Trinity of Online Marketing Earned Media / PR GOOD PRODUCT SEO / Ads / Affiliate Relationship Marketing
  37. 37. @shiraabel Relationship Marketing Takes time Builds the brand Costs (yes, time is money) Builds a relationship Increases referral rate Critical for B2B Content can be SEO’d
  38. 38. @shiraabel Affiliate, SEO & Media Buy (Ads) Immediate (if your client base is looking to buy what you’re offering online) Targeted Costs (which is fine if you charge, could be a dilemma if you’re free) Doesn’t build a relationship Has the lowest trust rate Affiliate needs to be well vetted in order to not destroy the brand
  39. 39. Thought Leadership is Critical Blogging and guest blogging is one of the best ways to do this Webinars / Presentations that give helpful industry related information (think Crunched and its Growth Hacker series) White papers (sign up to our newsletter and get this white paper for free!) Speaking at industry events, while it may not have an immediate effect – it will have a HUGE influence when PR’d within the industry
  40. 40. @shiraabel Marketing is a Sales Tool Case studies show your ideal customer and how things go when everything is perfect Connecting with individuals on social builds the relationship, e.g. Object can showcase customers design work on its FB page LinkedIn group about industry – lead generation Social CRM on Twitter Email marketing reminds companies that you exist & what you can do for them Builds the sales funnel – makes potential customers come to you instead of you to them (much better position to be in)
  41. 41. @shiraabel Social Media for Research Where is your customer online? Are you being mentioned? If so, is it good? What is the title of the person in the organization that typically makes the decisions? Rapportive LinkedIn Who are the media people who cover your industry? Twitter FB Quora LinkedIn Pinterest
  42. 42. @shiraabel Rapportive Find the email of the person you want to connect to by checking names through the Rapportive plugin.
  43. 43. @shiraabel LinkedIn Choose who you want to connect to: What groups is the person in? If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name.
  44. 44. @shiraabel Who Are You Looking For
  45. 45. @shiraabel Google Search
  46. 46. @shiraabel First & Last Name Found!
  47. 47. “A true unfair advantage is something that cannot be easily copied or bought.” - Jason Cohen
  48. 48. BEHAVIORAL ENGINEERING
  49. 49. GOAL Surprise and delight your customer.
  50. 50. Reputation Economy Once trust has been established: Everyone has an action trigger - it’s up to you to find out what your customer’s is.
  51. 51. @shiraabel Jack Dorsey: The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ
  52. 52. Random Stuff I Like
  53. 53. @shiraabel PR for Startups by Colette Ballou http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012
  54. 54. @shiraabel THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve Tee
  55. 55. @shiraabel Close Running BIC Cristal For Her Ball Pen
  56. 56. Hat tip:
  57. 57. @shiraabel Takeaways Marketing starts the second you have an idea for a product / service / business Every tactic should have a goal in mind GET TO KNOW YOUR CUSTOMER Social is more than just engagement – it’s listening and reacting to criticism Listen & respond – you’ll get a better product & happier customers Opt-in is more powerful than push Call-to-action gets you more Follow the trail to see where you’re losing people along the funnel THANK YOU
  58. 58. References & Reads http://www.uxarchive.com/tasks/sharing http://blog.statuspage.io/how-we-increased-our-conversion-rate-by-311-percent http://www.kpcb.com/insights/2013-internet-trends http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk http://www.1tech.eu/clients/casestudy_toyota3 http://hbr.org/2013/05/why-the-lean-start-up-changes-everything/ar/pr http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit http://www.businessmodelgeneration.com/canvas http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/ http://www.ashmaurya.com/2012/02/why-lean-canvas/ http://www.avc.com/a_vc/2004/03/its_a_small_wor.html http://www.youtube.com/watch?v=7QmCUDHpNzE http://www.youtube.com/watch?v=ZUG9qYTJMsI http://flowingdata.com/2011/09/18/yoda-pie-chart/ http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/ http://www.slideshare.net/setlinger/altimeter-social-analytics081011final Breakthrough Marketing Plans http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/ http://marketingfortomorrow.com/tag/marketing-tone/ http://en.wikipedia.org/wiki/Intrapreneurship https://en.wikipedia.org/wiki/Lean_manufacturing http://www.slideshare.net/venturehacks/the-lean-startup-2?from_search=1 http://techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective-2/
  59. 59. Customer Insights Anomalies Analogies Confluences Customer Insights Voyages Extremities Frustrations Orthodoxies
  60. 60. Mapping a Users Experience Need Research Options Choosing Infrastructure Ordering Implementation
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