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FINDING CUSTOMERS
FOR YOUR STARTUP
THE ART AND SCIENCE
of
chris franks
@cefranks
Marketing strategy has evolved more
quickly in the past five years than it did
in the past five hundred. For centuries,
print advertising and mass media
dominated until the internet
changed everything, creating
opportunities to craft unique customer
journeys on an ever-larger palette of
platforms…
The State of Marketing Leadership
LinkedIn + Salesforce
https://www.exacttarget.com/sites/exacttarget/files/smc-
marketingleadershipreport_web.pdf
“
”
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
CMO
VPofsale
GROWTH
CHRISFRANKS
@cefranks
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
1)NewRules
2)TOOLS
3)Tactics
4)voodoo
#1 You’re Wrong
The Art and Science of Finding Customers for Your Startup
The New Rules of
The Art and Science of Finding Customers for Your Startup
#2 Think Small
The Art and Science of Finding Customers for Your Startup
https://www.youtube.com/watch?v=XO6SlTUBA38
MATRIX
TEST 1
Audience 1 Audience 2 Audience 3
Ad 1 1.2% 0.09% 2.2%
Ad 2 2.1% 1.8% 1.4%
Ad 3 6.2% 2.1% 0.9%
#3 If you Can’t Measure It,
It Didn’t Happen
NO!
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
#4 All Marketing is
Content Marketing
#4a All Sales is Content
Sales
of a buying
decision is
made before
they talk to a
human
being*
80%
*Statistic is not sourced. It’s just
something I heard some place and is
likely bullshit.
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
http://eccolomedia.com/eccolo-media-2014-b2b-technology-
content-survey-report.pdf
#5 The moment you figure
it out…it changes
Growth is a process
not a destination
enjoy the
journey
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
1)NewRules
2)TOOLS
3)Tactics
4)voodoo
TOOLS
The Art and Science of Finding Customers for Your Startup
WHODOYOUTHINKYOUR
CUSTOMERSWILLBE?
YOU’REPROBABLYWRONG
BILL
BUSINESSLIFE?
PERSONALLIFE?
WHEREHEHANGSOUT?
https://blog.bufferapp.com/marketing-personas-beginners-guide
http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-create-personas
GROWTH’sTRINITY
MicroTargeting
HIGHLEVELOF
INTENT!
PROGRAMTIC
Match Interest
Analytics
2% 10% 7% 2%
Conversion Ratios
B+
SMALLTESTS
TheRules
1) Defineyourquestion
2) Createahypothesis
3) Designyourtest
4) CREATE Limits(Time)
5) ExecuteTest
6) ReviewResults
7) Repeat
The Art and Science of Finding Customers for Your Startup
A B
multivariant
1 2
A A1 A2
B B1 B2
The Art and Science of Finding Customers for Your Startup
1)NewRules
2)TOOLS
3)Tactics
4)voodoo
TACTICS
IDEA
The only thing
you need to be an
entrepreneur is a
GREAT idea and
the guts to go
after that idea! Chris Franks
2005
“
DUMB
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
Style comfort FIT
Style comfort FIT
The Art and Science of Finding Customers for Your Startup
email@email.com
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
email@email.com
1)NewRules
2)TOOLS
3)Tactics
4)voodoo
GROWTHVOODOO
The Art and Science of Finding Customers for Your Startup
Top of the
Funnel
CLOSING SALES
LEAD
GENERATION
Middle of
Funnel
QUALIFIED
LEADS
Bottom of
Funnel
WATERSLIDE
VISITS CONVERSION
INTERACTION
(people click around)
PERSONA
WATERSLIDE
CONVERSION
INTERACTION
(people click around)
VISITS
CONVERSION
Targeted Content
Landing Page
GUIDED
INTERACTION
(people click around)
CONVERSION
Targeted Content
Landing Page
GUIDED
INTERACTION
(people click around)
The Art and Science of Finding Customers for Your Startup
The Art and Science of Finding Customers for Your Startup
WHY
AM I
HERE?
The Whip and The Chair
The classic image of a lion tamer is one of the entertainer holding a whip and a chair. The
whip gets all of the attention, but it’s mostly for show. In reality, it’s the chair that does the
important work.
When a lion tamer holds a chair in front of the lion’s face, the lion tries to focus on all four
legs of the chair at the same time. With its focus divided, the lion becomes confused and is
unsure about what to do next. When faced with so many options, the lion chooses to freeze
and wait instead of attacking the man holding the chair.
“
http://jamesclear.com/how-to-focus
The only thing
you need to be an
entrepreneur is a
GREAT idea and
the guts to go
after that idea! Chris Franks
2005
“
CONTENT
INFORM
INSPRIE
ENTERTAIN
WHY
SHOULD
Bill
CARE?
SEO
CONTENT
INFORM
INSPRIE
ENTERTAIN
WHY
SHOULD
Bill
CARE?
VISITS CONVERSION
INTERACTION
(people click around)
HUMANS
(OR VERY SMART ROBOTS)
VISITS CONVERSION
INTERACTION
(people click around)
HUMANS
(OR VERY SMART ROBOTS)
The Art and Science of Finding Customers for Your Startup
Top of the
Funnel
CLOSING SALES
LEAD
GENERATION
Middle of
Funnel
QUALIFIED
LEADS
Bottom of
Funnel

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The Art and Science of Finding Customers for Your Startup