Startup Marketing 101

Startup Marketing
April Dunford @aprildunford

My Background
Big Companies
IBM (Launch and growth of InfoSphere, 5 acquisitions)
Siebel (Global Marketing Financial Services)
Nortel (head of incubation)
Startups
Infobright ($8M raise)
DataMirror (exit to IBM)
Janna Systems ($1.8B exit to Siebel Systems)
2

What’s a Lean Startup?
customer development
low cost /
open source or free tools
Agile development
methodology
3

Customer Development
Test offering assumptions
Validate minimal feature set works for certain markets
Making sure your product doesn’t suck
4

Assumptions
Product – IP, TCO, Dependencies
Customers – problems, ROI, buying process, environment, buying units
Sales channels/pricing
Demand Creation
Market Type – new vs. existing
Competitive
5

What is Product/Market Fit?
Finding a match between product and market
You’ll need:
First hand customer knowledge
Market research
Customer/competitor crystal ball
6

Not all Markets are Equal
Size Matters
Bottom up vs. Top Down
Look at the adjacent markets
7

How Do I Know if I’ve Got It?
Net Promoter Score:
“Would you recommend this product to a friend?”
survey.io:
“How would feel if you could no longer use [product]?”
8

Phases
Preparation
Content
Email gathering
Relationships
Tuning
Ecosystem
Economics
Pipeline Tuning
Visibility Foundation
Message
Investment
Channels
Lead Gen
PR
Staff
9

Pre-Product Marketing
Content: Blog, articles, ebook, white papers, etc.
Email gathering: Landing pages, widgets/badges & rewards, contests
Relationships: prospect, media, influencer
You are an expert in your domain
10

Before You Scale
Ecosystem
Economics
Pipeline Tuning
Messaging
Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln
11

Ecosystem & Economics
Training/Documentation
Customer Service and Support
OEM software
Pricing
Sales Channels and Distribution
12

Pipeline Tuning
Maximize the effect of every $ spent
Key metrics and A/B testing your brains out:
Website
Offers
Signup process
Trial/free version
Messaging (we’ll come back to this)
13

How do non-users observe that others are using?
Product features
Shareable content
Referrals and Incentives
Reviews/Awards
References/success marketing
14

Messaging
Highlight differentiated value for your segments
Tell me what you do
Benefits (not features)
Stories – memorable, relevant, results
Objections/Reassurances
15

This is what we do!
16

Here’s the value to you
17

Reassure, Handle Objections
18

Invest
Sales/Distribution channels
lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content
Marketing staff
PR (when it makes sense)
19

Moving into New Segments
Timing is Important
Validate New Assumptions
20

You can Lose Product/Market Fit
Markets aren’t Static
Customer Service
Don’t Kill the Love
21

Phases
Preparation
Content
Email gathering
Relationships
Tuning
Ecosystem
Economics
Pipeline Tuning
Message
Investment
Channels
Lead Gen
PR
Staff
22

Thanks!
@aprildunford
aprildunford@gmail.com
RocketWatcher.com
23

http://www.rocketwatcher.com	759
http://democamp.com	69
http://www.slideshare.net	23
http://www.startupmarketing.com.au	21
http://startupshk.com	12
http://blog.startupshk.com	2
http://wcbracken.tumblr.com	1
http://democamp.net	1

Startup Marketing 101

by April Dunford on Mar 29, 2010

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Startup Marketing 101 — Presentation Transcript