Startup Marketing
April Dunford @aprildunford
My Background
• Big Companies
• IBM (InfoSphere launch to 250M organic, followed by 5
acquisition)
• Siebel (WW Marketing ...
Phases
Preparation
• Content
• Email
gathering
• Relationships
Tuning
• Ecosystem
• Economics
• Pipeline
Tuning
• Visibili...
Pre-Product Marketing
• Starting a dialogue on
your point of view - Blog,
articles, ebook, white
papers, etc.
You are an e...
Pre-Product Marketing
• List building: Landing
pages, widgets/badges
& rewards, contests
• Relationships: prospect,
media,...
Phases
Preparation
• Content
• Email
gathering
• Relationships
Tuning
• Ecosystem
• Economics
• Pipeline
Tuning
• Visibili...
Before You Scale
• Ecosystem
• Economics
• Pipeline Tuning
• Messaging
• Visibility Foundation
Give me 6 hours to chop dow...
Ecosystem & Economics
• Training/
Documentation
• Customer Service
and Support
• OEM software
• Pricing
• Sales Channels
a...
Pipeline Tuning
Maximize the effect of every $ spent
• Key metrics and A/B testing your brains out:
• Website
• Offers
• S...
Visibility Foundation
How do non-users
observe that others
are using?
Product features
Shareable content
Referrals and Inc...
3 Steps to Good Messaging
Answer these questions:
1. What the heck is it?
2. Is it for me?
3. Why buy it from you?
(In thi...
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 C...
You do WHAT?
Innovative products and
services that power the network
economy. (Sun Microsystems)
Helps companies optimize ...
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
...
Go Deep – The Janna Example
CRM for Investment
bankers:
• Use cases, day in the life of a
banker
• Demos, example data
• W...
Stories are Powerful
Go ahead April, tell them a story
19
Phases
Preparation
• Content
• Email
gathering
• Relationships
Tuning
• Ecosystem
• Economics
• Pipeline
Tuning
• Visibili...
Invest
• Sales/Distribution channels
• lead generation – advertising, SEO, webinars,
promotions, telemarketing, mail,
tria...
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
• Visibili...
Thanks!
@aprildunford
aprildunford@gmail.com
RocketWatcher.com
25
Upcoming SlideShare
Loading in...5
×

Entrepreneur week startup marketing 101

4,313

Published on

A presentation on the fundamentals of startup marketing given at Communitech's Entrepreneur Week in Waterloo, Canada

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,313
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
88
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Entrepreneur week startup marketing 101

  1. 1. Startup Marketing April Dunford @aprildunford
  2. 2. 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
  3. 3. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 3
  4. 4. 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
  5. 5. Pre-Product Marketing • List building: Landing pages, widgets/badges & rewards, contests • Relationships: prospect, media, influencer 5
  6. 6. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 6
  7. 7. Before You Scale • Ecosystem • Economics • Pipeline Tuning • Messaging • Visibility Foundation Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln 7
  8. 8. Ecosystem & Economics • Training/ Documentation • Customer Service and Support • OEM software • Pricing • Sales Channels and Distribution 8
  9. 9. 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
  10. 10. Visibility Foundation How do non-users observe that others are using? Product features Shareable content Referrals and Incentives Reviews/Awards References/success marketing 10
  11. 11. 3 Steps to Good Messaging Answer these questions: 1. What the heck is it? 2. Is it for me? 3. Why buy it from you? (In this order!!) 11
  12. 12. Paris Hilton Marketing beautiful but makes no sense 12
  13. 13. 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
  14. 14. 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
  15. 15. Step 1: What the Heck is it? Keep it brief Use simple language Put it front and center 15
  16. 16. Segmentation is not a Dirty Word 16 Market to Everyone, Sell to No One
  17. 17. 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
  18. 18. 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
  19. 19. Stories are Powerful Go ahead April, tell them a story 19
  20. 20. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 20
  21. 21. 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
  22. 22. Moving into New Segments Timing is Important Validate New Assumptions 22
  23. 23. You can Lose Product/Market Fit Markets aren’t Static Customer Service Don’t Kill the Love 23
  24. 24. Phases Preparation • Content • Email gathering • Relationships Tuning • Ecosystem • Economics • Pipeline Tuning • Visibility Foundation • Message Investment • Channels • Lead Gen • PR • Staff 24
  25. 25. Thanks! @aprildunford aprildunford@gmail.com RocketWatcher.com 25
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×