Customer Growth in Web, B2B + Mobile Apps
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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 ...

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.

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    Customer Growth in Web, B2B + Mobile Apps Customer Growth in Web, B2B + Mobile Apps Presentation Transcript

    • CUSTOMER GROWTH:WEB + B2B + MOBILE APPSCezary PietrzakFebruary 2013 @cezinho cezary.co
    • 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)
    • I BELIEVE THAT SUCCESSFUL MARKETING = QUAL + QUANT + HUSTLE articulate a unique perspective through creativity use numbers to measure effectiveness hustle your way into opportunities
    • THIS PRESENTATION SUMMARIZES MY EXPERIENCE GROWING TECH COMPANIES web marketing B2B marketing mobile app marketing
    • WEB MARKETING
    • GET YOUR FUNDAMENTALS IN ORDER build your brand understand your customers know your competition develop a unique message
    • EXAMPLE: MARKETING PROCESS
    • 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
    • EXAMPLE: PERSONAL NOTES
    • 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
    • EXAMPLE: EMAIL PREVIEW
    • Boomerang RapportiveEXAMPLE: BOOMERANG + RAPPORTIVE
    • EXAMPLE: CREATIVE EMAIL
    • AUTOMATE LOW-VALUE TASKS outsource to Fancy Hands, TaskRabbit + interns create automated CRM emails use canned messages in Gmail
    • EXAMPLE: OUTSOURCED RESEARCH
    • EXAMPLE: CRM MESSAGES
    • 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
    • EXAMPLE: CHROME WEB STORE
    • 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)
    • Twitter profile G email signatureEXAMPLE: PROMOTION
    • B2B MARKETING
    • BREAK THE RULES defy category conventions (B2B ≠ boring) use non-traditional marketing channels compete on your own terms
    • vs.EXAMPLE: BREAKING THE B2B MOLD
    • BECOME A THOUGHT LEADER write high-quality content around your expertise distribute knowledge on blog, SlideShare, webinars, etc be provocative with your thoughts
    • EXAMPLE: THOUGHT LEADERSHIP
    • 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
    • EXAMPLE: LEAD CAPTURE
    • INTEGRATE WITH OTHER PLATFORMS understand the broader ecosystem determine where to add value, what to replace build on other platforms + open up your own
    • EXAMPLE: PLATFORM INTEGRATION
    • MASTER CONFERENCES plan up 8-12 months in advance attend for free via speaking engagements always ask for startup discounts
    • EXAMPLE: SPEAKING ENGAGEMENTS
    • MOBILE APPMARKETING
    • BUILD PRODUCT ACQUIRE USERS ENGAGE + MONETIZE *CHART: MOBILE APP FUNNEL
    • ACQUIRE USERS EFFICIENTLY remove barrier to entry through freemium lower $1.38 CPI via paid platforms build momentum to get featured in app stores
    • EXAMPLE: PAID PLATFORMS
    • FOCUS ON ENGAGEMENT + RETENTION plan engagement strategy before launch balance acquisition with relationship building address the 65% who leave after 1 month
    • 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
    • CREATE PERSONALIZED MESSAGES understand your customers create customer segments write content that adds value
    • TIMELY REMINDERS BREAKING NEWS RELEVANT OFFERS LOCATION-AWARE ACHIEVEMENTSEXAMPLE: SEGMENTATION + MESSAGING
    • DIVERSIFY MARKETING CHANNELSPUSH NOTIFICATIONS IN-APP MESSAGES EMAIL SOCIAL CONTENT CUSTOMER SUPPORT
    • SUMMARY
    • 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
    • READING MATERIAL
    • BLOGS I READMY BLOG cezary.co
    • TALK TO MEhello@cezary.co @cezinho cezary.co