Startup messaging

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Startup messaging

  1. 1. 20 Minutes on Messaging for Startups<br />April Dunford @aprildunford<br />
  2. 2. My Background<br /><ul><li>Big Companies
  3. 3. IBM (Launch and growth of InfoSphere, 5 acquisitions)
  4. 4. Siebel (Global Marketing Financial Services)
  5. 5. Nortel (head of incubation)
  6. 6. Startups
  7. 7. Janna Systems ($1B exit to Siebel Systems)
  8. 8. DataMirror (exit to IBM)
  9. 9. Infobright
  10. 10. Watcom (yay, Waterloo!)</li></ul>2<br />
  11. 11. How I Define Marketing<br />3<br />
  12. 12. Messaging is Really Important<br />4<br />
  13. 13. Why is it So Hard?<br />5<br />Based on this<br />
  14. 14. Why is it So Hard?<br />6<br />Effects all this<br />
  15. 15. 3 Steps to Good Messaging<br />Answer these questions:<br />What the heck is it?<br />Is it for me?<br />Why buy it from you?<br />(In this order!!)<br />7<br />
  16. 16. Paris Hilton Marketing<br />beautiful but makes no sense<br />8<br />
  17. 17. What You Do?<br />Netflix – Watch as many movies as you want for one low monthly price.<br />SalesForce.com – the world’s favorite CRM software as a service.<br />Wikipedia – A free encyclopedia built collaboratively using Wiki software.<br />9<br />
  18. 18. You do WHAT?<br />Sun Microsystems – Innovative products and services that power the network economy.<br />Sterling Commerce – helps companies optimize and transform their dynamic business network to accelerate revenues and reduce costs.<br />10<br />
  19. 19. Step 1: What the Heck is it?<br />Keep it brief<br />Use simple language<br />Put it front and center<br />11<br />
  20. 20. Segmentation is not a Dirty Word<br />12<br />Market to Everyone, Sell to No One<br />
  21. 21. Explicit Targeting is Powerful<br />ThinkGeek: Selling geek t-shirts for programmers, linux hackers, and open source geeks.<br />VS<br />Customink: your t-shirt expert for teams, schools, companies and individuals.<br />13<br />
  22. 22. Go Deep – The Janna Example<br />CRM for Investment bankers:<br /><ul><li>Use cases, day in the life of a banker
  23. 23. Demos, example data
  24. 24. Whitepapers, articles, opt-ed
  25. 25. Sales Enablement: the IB dictionary</li></ul>14<br />
  26. 26. Step 2: Is it for Me?<br />Be explicit about who you target<br />Use their language<br />Go as deep as you can<br />15<br />
  27. 27. Why Buy from You?<br />The terrible secret they don’t teach you in engineering school<br />16<br />
  28. 28. Why Buy From You?<br />The terrible secret they don’t teach you in engineering school:<br />Customers Don’t Care about FEATURES<br />17<br />
  29. 29. Why Buy from You?<br />18<br />
  30. 30. Step 3: Why Buy it from You?<br />Value not Features<br />Focus on Differentiators<br />19<br />
  31. 31. Tell them a Story April<br />20<br />How great messaging turned <br />the “worst idea ever” <br />and <br />“complete frikkin’ crap” product<br /> into <br />a billion dollar business.<br />
  32. 32. Thanks!<br />@aprildunford<br />aprildunford@gmail.com<br />RocketWatcher.com<br />21<br />

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