Entrepreneur week startup marketing 101

Startup Marketing
April Dunford @aprildunford

My Background
Big Companies
IBM (InfoSphere launch to 250M organic, followed by 5 acquisition)
Siebel (WW Marketing Financial Services $800M)
Nortel (head of incubation)
Startups
Janna Systems ($1.4B exit to Siebel Systems)
DataMirror(exit to IBM)
Infobright
Watcom (exit to Powersoft, Sybase, SAP)
In-Between (as of a few weeks ago)
VP Marketing, Solarsoft ($100M revenue, roll-up)
2

Phases
Preparation
Content
Email gathering
Relationships
Tuning
Ecosystem
Economics
Pipeline Tuning
Visibility Foundation
Message
Investment
Channels
Lead Gen
PR
Staff
3

Pre-Product Marketing
Starting a dialogue on your point of view- Blog, articles, ebook, white papers, etc.
You are an expert in your domain
4

Pre-Product Marketing
List building: Landing pages, widgets/badges & rewards, contests
Relationships: prospect, media, influencer
5

Phases
Preparation
Content
Email gathering
Relationships
Tuning
Ecosystem
Economics
Pipeline Tuning
Message
Investment
Channels
Lead Gen
PR
Staff
6

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
7

Ecosystem & Economics
Training/Documentation
Customer Service and Support
OEM software
Pricing
Sales Channels and Distribution
8

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)
9

How do non-users observe that others are using?
Product features
Shareable content
Referrals and Incentives
Reviews/Awards
References/success marketing
10

3 Steps to Good Messaging
Answer these questions:
What the heck is it?
Is it for me?
Why buy it from you?
(In this order!!)
11

Paris Hilton Marketing
beautiful but makes no sense
12

What You Do?
Netflix – Watch as many movies as you want for one low monthly price.
SalesForce.com – the world’s favorite CRM software as a service.
Wikipedia – A free encyclopedia built collaboratively using Wiki software.
13

You do WHAT?
Innovative products and services that power the network economy. (Sun Microsystems)
Helps companies optimize and transform their dynamic business network to accelerate revenues and reduce costs. (Sterling Commerce )
Personalize the Internet! (pretty much every B2C web startup)
14

Step 1: What the Heck is it?
Keep it brief
Use simple language
Put it front and center
15

Segmentation is not a Dirty Word
16
Market to Everyone, Sell to No One

Explicit Targeting is Powerful
ThinkGeek: Selling geek t-shirts for programmers, linux hackers, and open source geeks.
VS
Customink: your t-shirt expert for teams, schools, companies and individuals.
17

Go Deep – The Janna Example
CRM for Investment bankers:
Use cases, day in the life of a banker
Demos, example data
Whitepapers, articles, opt-ed
Sales Enablement: the IB dictionary
18

Stories are Powerful
Go ahead April, tell them a story
19

Phases
Preparation
Content
Email gathering
Relationships
Tuning
Ecosystem
Economics
Pipeline Tuning
Message
Investment
Channels
Lead Gen
PR
Staff
20

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)
21

Moving into New Segments
Timing is Important
Validate New Assumptions
22

You can Lose Product/Market Fit
Markets aren’t Static
Customer Service
Don’t Kill the Love
23

Phases
Preparation
Content
Email gathering
Relationships
Tuning
Ecosystem
Economics
Pipeline Tuning
Message
Investment
Channels
Lead Gen
PR
Staff
24

Thanks!
@aprildunford
aprildunford@gmail.com
RocketWatcher.com
25

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Entrepreneur week startup marketing 101

by April Dunford on Nov 10, 2010

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Entrepreneur week startup marketing 101 — Presentation Transcript