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Entrepreneur week startup marketing 101

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

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

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Entrepreneur week startup marketing 101 Entrepreneur week startup marketing 101 Presentation Transcript

  • 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
    • Visibility Foundation
    • Message
    Investment
    • Channels
    • Lead Gen
    • PR
    • Staff
    6
  • 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
  • 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
  • Visibility Foundation
    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
    • Visibility Foundation
    • 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
    • Visibility Foundation
    • Message
    Investment
    • Channels
    • Lead Gen
    • PR
    • Staff
    24
  • Thanks!
    @aprildunford
    aprildunford@gmail.com
    RocketWatcher.com
    25