Startup marketing presentation

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Startup marketing presentation

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

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