A Systems Approach to   Startup Marketing A solution to random acts of           marketing          April Dunford         ...
April DunfordAs a marketing exec:  6 startups: 4 launches, $1B revenue, $2B  acquisitions  3 big companies: 2 product line...
How does an engineerbecome a career marketer?
Step 1: Get friend to give you a marketing job
Step 1: Get friend to give you a marketing jobStep 2: Don’t get fired
Step 1: Get friend to give you a marketing jobStep 2: Don’t get fired(Pro tip: Step 2 is way harder than Step 1)
What I learned reading 100’smarketing books plus taking a ton of marketing courses:
Marketing theory   is useless
Marketing theory         is useless(until after you know what you’re doing)
The 5th P of Marketing:
The 5th P of Marketing:       Pissed off!
Meanwhile:“Hack me some $$, Growth Hacker!!”
So I started doing“marketing” stuff.
The Cycle of Marketing Meh                         Marketing                          Fashion                        Asses...
1. No relationship or consistency   between the tactics
1. No relationship or consistency   between the tactics2. Assumptions were always a problem
1. No relationship or consistency   between the tactics2. Assumptions were always a problem3. I couldn’t always answer “st...
But sometimes I could
Can greatstartup marketing  be modeled?
Inputs3 aspects of customer knowledge Who they are How they view solutions How they buy stuff
Customer WorksheetSegment 1, 2, 3Company Characteristics:Geography, size, industryStuff they do, type of customer they ser...
Offering Worksheet      (Customer Perspective)What do we do?What market are we in?Competitive Alternatives:Examples: Do no...
Sales Process            Consider-Awareness               Purchase   Renewal             ation
Sales Process            Consider-Awareness               Purchase   Renewal             ation
Buying ProcessAcceleratorsKnowingth     Knowing      Knowing      Whypurch   Using and   Knowing Ie cost of     the Value ...
TacticsSelected based on:  Who you need to reach  Where you can reach them  Stages where the friction is  What you need to...
OperationsPlans based on selected tactics Email marketing plan/process/calendar Paid traffic plan/process Content plan/cal...
MetricsHow prospects are flowing through the          buying process
AnalysisWhat conclusions can you draw?How do these impact the inputs?
The Circle of Marketing Awesome                          Project plans                            Tactical                ...
Thanks!   @aprildunfordRocketWatcher.com
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Startupfest 2012- Random Acts of Marketing are Killing Your Startup

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Marketing is a big term that covers lead generation, media relations, content marketing, social media, messaging, sales support and a huge heap of other things. Most startups have a puny budget and few (if any) dedicated marketing folks to get this stuff done. Yet many manage their marketing efforts more like a random to-do list than an integrated program. In this talk we’ll talk about the common pitfalls of disorganized startup marketing execution and outline a lightweight template for creating a marketing plan that makes that most of your limited marketing resources.

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Startupfest 2012- Random Acts of Marketing are Killing Your Startup

  1. 1. A Systems Approach to Startup Marketing A solution to random acts of marketing April Dunford @aprildunford RocketWatcher.com
  2. 2. April DunfordAs a marketing exec: 6 startups: 4 launches, $1B revenue, $2B acquisitions 3 big companies: 2 product line launches, $3B revenue, 8 acquisitions (buy side)As a Marketing Bon Vivant/Gallivanter: project-based marketing work, advisor, instructor, investor, coffee/beer drinker
  3. 3. How does an engineerbecome a career marketer?
  4. 4. Step 1: Get friend to give you a marketing job
  5. 5. Step 1: Get friend to give you a marketing jobStep 2: Don’t get fired
  6. 6. Step 1: Get friend to give you a marketing jobStep 2: Don’t get fired(Pro tip: Step 2 is way harder than Step 1)
  7. 7. What I learned reading 100’smarketing books plus taking a ton of marketing courses:
  8. 8. Marketing theory is useless
  9. 9. Marketing theory is useless(until after you know what you’re doing)
  10. 10. The 5th P of Marketing:
  11. 11. The 5th P of Marketing: Pissed off!
  12. 12. Meanwhile:“Hack me some $$, Growth Hacker!!”
  13. 13. So I started doing“marketing” stuff.
  14. 14. The Cycle of Marketing Meh Marketing Fashion Assessment* Select Improve tactics Measure Execute* Where you look at what everyone else is doing
  15. 15. 1. No relationship or consistency between the tactics
  16. 16. 1. No relationship or consistency between the tactics2. Assumptions were always a problem
  17. 17. 1. No relationship or consistency between the tactics2. Assumptions were always a problem3. I couldn’t always answer “stupid” questions
  18. 18. But sometimes I could
  19. 19. Can greatstartup marketing be modeled?
  20. 20. Inputs3 aspects of customer knowledge Who they are How they view solutions How they buy stuff
  21. 21. Customer WorksheetSegment 1, 2, 3Company Characteristics:Geography, size, industryStuff they do, type of customer they serve, how they sell, theirecosystem, budgets, risk tolerance, power structure, etc.Consumer/Decision Maker 1, 2, 3:Characteristics: demographics, education, skills, interests, motivations, goalsPain: list of things that drives this group crazyWhere they hang out: Social networks, communities, associations/groups, eventsWhere they find out about stuff: Search engines, word of mouth, peers, media outlets, blogs, experts, influencers/famous people
  22. 22. Offering Worksheet (Customer Perspective)What do we do?What market are we in?Competitive Alternatives:Examples: Do nothing, manual effort, Word/Excel,competitive productKey Differentiated Points of ValueWhen compared to the alternatives above the specificvalue you bring that the others don’t.ProofCustomer references, 3rd party reviews, statistics, metrics,expert endorsements,
  23. 23. Sales Process Consider-Awareness Purchase Renewal ation
  24. 24. Sales Process Consider-Awareness Purchase Renewal ation
  25. 25. Buying ProcessAcceleratorsKnowingth Knowing Knowing Whypurch Using and Knowing Ie cost of the Value the value ase now? enjoy the can’t donot solving of solving of your offering without thethe the solution offeringproblem problem No Re- Need Eval Buy Enjoy Need newCurrent Value not Not I might Bad Decidedsolutiongo compelling knowing change service, there wasod enough Risks too how to my mind Bad user no need high evaluate Too much experience Move to Great but $ Not using other not for me solutionFriction points
  26. 26. TacticsSelected based on: Who you need to reach Where you can reach them Stages where the friction is What you need to do to move them to the next stage
  27. 27. OperationsPlans based on selected tactics Email marketing plan/process/calendar Paid traffic plan/process Content plan/calendar Social media plan/calendar Media/Influencer relations plan/calendar …
  28. 28. MetricsHow prospects are flowing through the buying process
  29. 29. AnalysisWhat conclusions can you draw?How do these impact the inputs?
  30. 30. The Circle of Marketing Awesome Project plans Tactical Execution Customer Offering Inputs Outputs MetricsBuying Process Analysis Conclusions
  31. 31. Thanks! @aprildunfordRocketWatcher.com

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