Customer Growth in Web, B2B + Mobile Apps

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This presentation summarizes my experience building and marketing tech companies. My thoughts are organized into broader themes that are category-agnostic, and I provide many examples to illustrate. I originally shared these thoughts at the Grow/Hack meetup in New York on February 13, 2013.

For additional perspective on startup marketing, visit my blog at cezary.co.

Published in: Technology

Customer Growth in Web, B2B + Mobile Apps

  1. 1. CUSTOMER GROWTH:WEB + B2B + MOBILE APPSCezary PietrzakFebruary 2013 @cezinho cezary.co
  2. 2. I’M A TECH ENTREPRENEUR,CREATIVE MARKETER + GROWTH STRATEGIST2000-2004 2005-2008 2009-2012 2012 2013marketing brand strategy founder + biz dev marketing marketing (acq. by TripAdvisor)
  3. 3. I BELIEVE THAT SUCCESSFUL MARKETING = QUAL + QUANT + HUSTLE articulate a unique perspective through creativity use numbers to measure effectiveness hustle your way into opportunities
  4. 4. THIS PRESENTATION SUMMARIZES MY EXPERIENCE GROWING TECH COMPANIES web marketing B2B marketing mobile app marketing
  5. 5. WEB MARKETING
  6. 6. GET YOUR FUNDAMENTALS IN ORDER build your brand understand your customers know your competition develop a unique message
  7. 7. EXAMPLE: MARKETING PROCESS
  8. 8. BUILD RELATIONSHIPS WITH YOUR CUSTOMERS send personal notes to your first customers reward your most loyal customers ask for feedback + suggestions if they’re happy, ask them to promote
  9. 9. EXAMPLE: PERSONAL NOTES
  10. 10. MASTER THE PITCH do your research about the person keep the message short (title + 1st sentence) make them smile with your creativity use Rapportive + Boomerang plugins for Gmail
  11. 11. EXAMPLE: EMAIL PREVIEW
  12. 12. Boomerang RapportiveEXAMPLE: BOOMERANG + RAPPORTIVE
  13. 13. EXAMPLE: CREATIVE EMAIL
  14. 14. AUTOMATE LOW-VALUE TASKS outsource to Fancy Hands, TaskRabbit + interns create automated CRM emails use canned messages in Gmail
  15. 15. EXAMPLE: OUTSOURCED RESEARCH
  16. 16. EXAMPLE: CRM MESSAGES
  17. 17. DISTRIBUTE YOUR PRODUCT TO NEW CHANNELS add a mobile component (iOS, Android) put your app in the Google Chrome store adopt new platform features (eg Facebook OG) integrate with various app directories
  18. 18. EXAMPLE: CHROME WEB STORE
  19. 19. PROMOTE ALL THE TIME, EVERYWHERE distribute news across all social sites lean on your team to increase exposure use external networks (eg StumbleUpon) ask for help (investors, clients, users, etc)
  20. 20. Twitter profile G email signatureEXAMPLE: PROMOTION
  21. 21. B2B MARKETING
  22. 22. BREAK THE RULES defy category conventions (B2B ≠ boring) use non-traditional marketing channels compete on your own terms
  23. 23. vs.EXAMPLE: BREAKING THE B2B MOLD
  24. 24. BECOME A THOUGHT LEADER write high-quality content around your expertise distribute knowledge on blog, SlideShare, webinars, etc be provocative with your thoughts
  25. 25. EXAMPLE: THOUGHT LEADERSHIP
  26. 26. USE EVERY OPPORTUNITY TO CAPTURE LEADS establish the value of your content don’t be afraid to ask for emails test landing pages to optimize signups
  27. 27. EXAMPLE: LEAD CAPTURE
  28. 28. INTEGRATE WITH OTHER PLATFORMS understand the broader ecosystem determine where to add value, what to replace build on other platforms + open up your own
  29. 29. EXAMPLE: PLATFORM INTEGRATION
  30. 30. MASTER CONFERENCES plan up 8-12 months in advance attend for free via speaking engagements always ask for startup discounts
  31. 31. EXAMPLE: SPEAKING ENGAGEMENTS
  32. 32. MOBILE APPMARKETING
  33. 33. BUILD PRODUCT ACQUIRE USERS ENGAGE + MONETIZE *CHART: MOBILE APP FUNNEL
  34. 34. ACQUIRE USERS EFFICIENTLY remove barrier to entry through freemium lower $1.38 CPI via paid platforms build momentum to get featured in app stores
  35. 35. EXAMPLE: PAID PLATFORMS
  36. 36. FOCUS ON ENGAGEMENT + RETENTION plan engagement strategy before launch balance acquisition with relationship building address the 65% who leave after 1 month
  37. 37. 100% App Install 75% Retention Rate 50% Mobile App Opportunity 25% 0% 1 2 3 4 5 6 7 8 9 10 11 12 Time (months)CHART: MOBILE RETENTION
  38. 38. CREATE PERSONALIZED MESSAGES understand your customers create customer segments write content that adds value
  39. 39. TIMELY REMINDERS BREAKING NEWS RELEVANT OFFERS LOCATION-AWARE ACHIEVEMENTSEXAMPLE: SEGMENTATION + MESSAGING
  40. 40. DIVERSIFY MARKETING CHANNELSPUSH NOTIFICATIONS IN-APP MESSAGES EMAIL SOCIAL CONTENT CUSTOMER SUPPORT
  41. 41. SUMMARY
  42. 42. MARKETING Get your fundamentals in order Build relationships with your customers WEB Master the pitch Automate low-value tasks Distribute your product to new channels Promote all the time, everywhereMARKETING Break the rules Become a thought leader B2B Use every opportunity to capture leads Integrate with other platforms Master conferencesMOBILE APPMARKETING Acquire users efficiently Focus on engagement + retention Create personalized messages Diversify marketing channels
  43. 43. READING MATERIAL
  44. 44. BLOGS I READMY BLOG cezary.co
  45. 45. TALK TO MEhello@cezary.co @cezinho cezary.co
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