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Startup marketing presentation


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  • 1. “ East Coast marketing consulting for startup companies” Rajiv Kapoor
  • 2. Who is Rajiv Kapoor
    • Startups and high-growth since 1986
    • 2 successful trade sales
      • Vapps sold to Citrix Online for $26 million
    • Consultant as well as executive
    • Marketing and sales specialization
    • Lead generation category killer
  • 3. What we’ll cover
    • Why new techniques rule
    • Why do most campaigns fail?
    • Natural laws of marketing
    • How you can “force” relevancy
    • B2c list build nuclear weapon
    • B2b new automated paradigm
    • All marketing channels are not alike
  • 4. Why new techniques rule
    • Tested 2 ways to reach same audience
    • Advertisement = zero response
    • Email survey = 300 responses
    • The audience was the same
    • New methods are crushing traditional methods!
  • 5. Why do most campaigns fail?
    • The devil is in the details
    • You need to get a lot of things right
      • Is it the right audience?
      • Is it the right offer (relevancy)?
      • Is it the right time?
    • Are you using new efficient techniques?
  • 6. Natural laws of marketing
    • Hold all constant get same results
    • I lost 15k to test, change, scale, crash
    • Methodology is logic-based
    • Response drivers are not!
    • Mathematics key
  • 7. How to force relevancy
    • Send to a sample of list
      • Look at response rates
      • OR talk to that sample to get feedback
    • Expand send based on feedback
    • Only send to relevant segment
    • Build campaign portfolio
  • 8. B2c list build nuclear weapon
    • Buy leads from coreg companies
    • You get the email address
    • Process requires attention
      • Algorithm for new opt-in
      • Constant list work
      • Manage vendors
    • Very ROI efficient technique
  • 9. B2b new automated paradigm
    • Automated sequences of events
    • Lead scoring
    • Segmentation by actions
    • Build campaigns within campaigns
    • Decisions based on history
    • New paradigm with sales force
  • 10. Source: Sean Ellis   Channel Cost/user Scalability   Viral/referral Free High   Email (internal) Free Organic   Blog Free Organic   SEO Free or Paid Organic   Widget Free or Paid Organic   Biz Dev/Partners Free or Paid High   Domains Paid (low) Low   PR Paid (low) High   Email (external) Paid (TBD) High   SEM Paid (TBD) Can be High   Contest Paid (TBD) Organic   Affiliate/lead gen Paid (TBD) High   Radio Paid (TBD) High   TV Paid (TBD) High
  • 11. Takeaway
    • Focus on new techniques
    • Get the campaign details right
    • Attention to natural laws of marketing
    • “ Force” relevancy
    • Consider coreg for b2c
    • Consider automation for b2b
    • Prioritize marketing channels