Hi. I’m Melissa.                   2
Every so often, I…                     3
I used to…             4
Back when…             5
Until…         6
These days, I…                 7
Who are you?               8
Lots to CoverIntroductions• How to Rock at Startup Marketing  • Set Priorities  • Measure and Iterate  • Invest Wisely  •...
It’s an exciting time to be atech marketer                                10
MetricsProduct         Marketing                            11
12
Lots to CoverIntroductionsHow to Rock at Startup Marketing  • Set Priorities  • Measure and Iterate  • Invest Wisely  • ...
Set Priorities                 14
“We need to be on  TechCrunch”                    15
Why?       16
“So people will know about            us”                             17
Why?       18
“So we can get users”                        19
“So we can get funding”                          20
“So we can get talent”                         21
Let’s tease those apart.                           22
But first…             23
JARGON!          24
Marketing Jargon – A Primer• User acquisition• Funnel• Sign up flow• Onboarding• Engagement• Brand strategy• Messaging    ...
Getting back to theTechCrunch example…                      26
TechCrunch and User Growth          A few scenarios                            27
Scenario 11. Get profiled in TechCrunch2. Build optimized sign up flow3. Design onboarding for long term engagement4. Defi...
Scenario 21. Build optimized sign up flow2. Get profiled in TechCrunch3. Define messaging and brand strategy4. Design onbo...
Scenario 31.   Build a good product1.   Build optimized sign up flow2.   Define messaging and brand strategy3.   Design on...
Lots to CoverIntroductionsHow to Rock at Startup Marketing  Set Priorities  • Measure and Iterate  • Invest Wisely  • G...
Measure & Iterate                    32
Getting to baseline                      33
All metrics are not created           equal                              34
Some metrics matter more      than others                           35
Left Brain Metrics• Sign up numbers (user acquisition)• Open Rates• Click Through Rates• Engagement Scores  • Frequency (x...
Right Brain Metrics• Impressions• Likes• Followers• Media Hits• Tonal Analysis• Sentiment Tracking                        ...
Real World Examples• What are you measuring?• How does your marketing team use metrics  to make smart decisions?• What hap...
You can’t improve what you      don’t measure                         39
Lots to CoverIntroductionsHow to Rock at Startup Marketing  Set Priorities  Measure and Iterate  • Invest Wisely  • Ge...
Invest Wisely                41
Splurge          42
Skimp        43
Design• Early on, designers define the visual language and  identity for the brand• As you grow, designers key partners in...
PR• A good PR agency can:  • Call the media on your behalf  • Introduce you to new and exciting people  • Help refine your...
Events• Having a presence at events can get costly in a hurry  • Know why you’re going  • Have goals and metrics defined u...
SWAG• Thou shalt not hand out anything that thy would not pick up thyself.• Recommendation: Splurge - No need to spend mil...
Marketing Automation• Email Service Providers• SEO• Analytics• User Testing• Help Desk Software• Recommendation: Splurge -...
Lots to CoverIntroductionsHow to Rock at Startup Marketing  Set Priorities  Measure and Iterate  Invest Wisely  • Get...
Get Inspired               50
Real World Examples• Which companies are doing great  marketing today?• What about their marketing resonates with  you?• H...
52
53
Lots to CoverIntroductionsHow to Rock at Startup Marketing  Set Priorities  Measure and Iterate  Invest Wisely  Get ...
Hack the Culture                   55
Culture Hacking 101• Be visible• Ask questions• Have an opinion and voice it                                 56
Marketing people mustbecome Venn Diagram people                         57
MetricsProduct         Marketing                            58
It’s an exciting time to be atech marketer                                59
Lots to CoverIntroductionsHow to Rock at Startup Marketing  Set Priorities  Measure and Iterate  Invest Wisely  Get ...
Questions & Discussion• Email: melissa@tioli.me• Website: tioli.me• Twitter: @shappy                             61
Appendix - Good Reading• Adam Nash’s Series on User Acquisition• Mixpanel’s (old but good) post on Funnel  Analysis• Andre...
Appendix – Inspiration• Drybar• Uber• Quora• JetBlue• VirginAmerica                              63
Appendix – Image Attribution•    OSCON juggle: http://www.flickr.com/photos/kubina/912652067/in/faves-misdemeanor/•    Moz...
Marketing Fundamentals for Startups - General Assembly
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Marketing Fundamentals for Startups - General Assembly

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  • This is my first General Assembly course – both teaching and attending. I’m excited to be here. We’re slated to run through 8pm. I tend to like to be pretty interactive in presentations so there should be a lot of space for discussion/conversation but if at any point you have questions, jump in.
  • I like extracting order from chaos. I like the feeling of having a lot of things thrown at me all at once. I’m a juggler. Not to be confused with Juggalo. That’s something entirely different.
  • From 2007-2012, I ran the global PR team at Mozilla. That makes it sound big.
  • When I started, in 2007, I was a PR team of 1. We were a marketing team of 5. Firefox was approaching 15% marketshare and had about 150m users. Think about that for a moment. 5 marketers. ~150m users.
  • When I left in 2012, we were a team of 65 marketers with about 450m users. One of the things we’re going to get into tonight is about how you build for scale and how you keep that growth in mind so that you don’t get to 100 million users and have to rebuild everything.
  • In February, I left Mozilla to start my own consultancy. I work with a startups and help them to set up and then scale their marketing programs. It’s a great gig, but I started to notice some commonalities in the challenges that were plaguing early stage marketing teams. So when the GA folks called to ask if I’d do a session on marketing, this topic felt very timely.
  • Please share a bit about you’re working on, what you’re hoping to get out of tonight, etc.
  • We’re going to run through the fundamentals of startup marketing
  • It’s a really exciting time to be in marketing, particularly in the tech.
  • We’re seeing the intersection and blurring of the lines between Product, Metrics, and Marketing. This is creating a new breed of cross functional marketing team. We attend the Product meetings, we hang out with the data scientists. We still have the keys to the SWAG closet but a really interesting trend is emerging. We’re making marketing decisions with data. There’s an old staying in the Advertising industry that half of all advertising dollars are wasted, it’s just not clear which half. We’ve pretty much outgrown that problem.
  • In the Valley, we’re steeped in a culture that heralds and champions innovation. But most of us are bumping up against the same challenges and then making the same mistakes over and over. Startups are really frenetic. The hours are long. The emotions run high. And staring down a todo list a mile long and figuring out where to jump in can be really daunting.
  • We’re going to run through the basic fundamentals of startup marketing. These are guiding principles and not specific advice, perhaps obviously…Ultimately, you know your business, your space, your market, and your users best. You’ll have a better sense of what’s going to work for your specific programs. This is meant to get you thinking about how you achieve your marketing goals. Marketing is part art, part science and there aren’t many absolutes.
  • In this section, we’ll talk prioritization. It’s one that nearly every organization gets wrong – we’ll talk through why and how to get it right.
  • Raise your hand if you’ve heard this before. Hands up if you were the one saying it. Show of hands if you were the one who had to figure out what to do with it. This is the start to about 70% of the marketing conversations I have with startups.
  • OK, I”ll bite. You need to be on TC. But why? Why TechCrunch specifically? Or are you using it as shorthand for “we need to engage with the media”?
  • That’s more specific but let’s go a level deeper. What will being on TC do for you?
  • The starting point for a lot of marketing conversations originates with a PR request but let’s talk through marketing as an integrated discipline. Not PR over here, product over there, email marketing someplace else. Let’s talk about what it means to have it all together, often all being done by a small team or one person, and how to know which things to do first.
  • Getting users in the simplest form. But it can be everything from your SEO to your sign up flow to your word of mouth marketing. For more on user acquisition, read Adam Nash’s series on the topic included in the appendix at the end of this preso.
  • We’re going to run through the basic fundamentals of startup marketing. These are guiding principles and not specific advice, perhaps obviously…Ultimately, you know your business, your space, your market, and your users best. You’ll have a better sense of what’s going to work for your specific programs. This is meant to get you thinking about how you achieve your marketing goals. Marketing is part art, part science and there aren’t many absolutes.
  • We all like to say that we’re data driven. But what does that actually mean? How do you know if your startup is data driven? And how do you build a data driven marketing team? Know what your goals. Know what you’re measuring. Know the numbers you’re trying to move. Marketing is a balance between art and science but being data-driven means making room for the science. And be open to having your gut proven wrong.
  • Let’s talk about getting to baseline. How do you get the basic health check of the organization’s marketing programs?
  • Nuts and bolts – these are the core of your marketing metrics. These metrics lend themselves well to things like a/b testing and multivariate testing Testing, iteration. Good components of a healthy marketing org.
  • Supporting components for the hard metrics. These lend themselves well to brand campaigns Balcony marketing campaigns – big initiatives that only reach the right people if they happen to be walking by (ie, superbowl ads)
  • How do you know when to break out the venture funding and when to roll up your sleeves?
  • How do you know when to break out the venture funding and when to roll up your sleeves?
  • Nobody wants to look at pictures of your ugly baby
  • CES FOWA
  • If you are spending 12$ on t-shirts, don’t give them out in front of your officeTier your giveaway – use the example of tiering and creating scarcity – Edmodo example. Perceived value – value of scarcity - Twitter50/50 tshirt – unisex, inexpensive, soft
  • You’re a startup.  By nature you’re resource strapped.  Before you go off and build it from scratch, take a look around and learn from what the other guys have done.  You’ll get a good sense of what’s working and what’s not.
  • Think about the last great email you got. What was it and what were they asking you? Favorite websites? Whole experience. Things you don’t think about as marketing – Quora email, Facebook prompts – built into the product but a heavy marketing influence. Marketing is all about growth and adoption.
  • Our problems are not unique. Modern tech marketing is moving toward an open playbook and view source culture. One of the best things you can do to come up to speed on consumer tech marketing is to sign up for a bunch of consumer tech sites and observe how they market. You’ll quickly pick up on some commonalities.
  • Reverse engineering marketing campaigns, landing pages, email marketing, etc is not about copying or stealing. We seem to have developed a wrongheaded assumption that being innovative means we’re starting from scratch at every step of the way. It’s about standing on the shoulders of giants. It’s about quickly coming up to speed on the tools available to you, mastering them, and putting them to work. It’s about avoiding the pitfalls that plague us all. It’s about making the best use of the time and resources you have available.
  • It’s a common refrain in tech companies. What does marketing even do? The undercurrent of the question is pretty aggressive. What value do you add to the organization? I’ve never once asked that about an Engineering department. I’ve also never heard it asked about the engineering team. Engineering led orgs predictably value engineering contributions.What about the places where you work? What’s the reputation of the marketing team?
  • Show up for the engineering team’s daily stand up. Find out what they’re up to. Go to the product meeting. Ask questions. Keep in mind that marketers, particularly in consumer tech startups, may more closely resemble the target market than the people building the product.
  • The blurry lines are going to get blurrier. And this is a really good thing. That’s not to say it’ll be all kumbaya along the way. There will be bumps. There will be setbacks. And there will be times where we’re stepping on each other’s toes. But we’ll make each other better. We’ll grow the org, grow the user base, develop meaningful relationships with our users and create something truly wonderful.
  • Marketing Fundamentals for Startups - General Assembly

    1. 1. Hi. I’m Melissa. 2
    2. 2. Every so often, I… 3
    3. 3. I used to… 4
    4. 4. Back when… 5
    5. 5. Until… 6
    6. 6. These days, I… 7
    7. 7. Who are you? 8
    8. 8. Lots to CoverIntroductions• How to Rock at Startup Marketing • Set Priorities • Measure and Iterate • Invest Wisely • Get Inspired • Hack the Culture• Q&A
    9. 9. It’s an exciting time to be atech marketer 10
    10. 10. MetricsProduct Marketing 11
    11. 11. 12
    12. 12. Lots to CoverIntroductionsHow to Rock at Startup Marketing • Set Priorities • Measure and Iterate • Invest Wisely • Get Inspired • Hack the Culture• Q&A
    13. 13. Set Priorities 14
    14. 14. “We need to be on TechCrunch” 15
    15. 15. Why? 16
    16. 16. “So people will know about us” 17
    17. 17. Why? 18
    18. 18. “So we can get users” 19
    19. 19. “So we can get funding” 20
    20. 20. “So we can get talent” 21
    21. 21. Let’s tease those apart. 22
    22. 22. But first… 23
    23. 23. JARGON! 24
    24. 24. Marketing Jargon – A Primer• User acquisition• Funnel• Sign up flow• Onboarding• Engagement• Brand strategy• Messaging 25
    25. 25. Getting back to theTechCrunch example… 26
    26. 26. TechCrunch and User Growth A few scenarios 27
    27. 27. Scenario 11. Get profiled in TechCrunch2. Build optimized sign up flow3. Design onboarding for long term engagement4. Define messaging and brand strategy 28
    28. 28. Scenario 21. Build optimized sign up flow2. Get profiled in TechCrunch3. Define messaging and brand strategy4. Design onboarding for long term engagement 29
    29. 29. Scenario 31. Build a good product1. Build optimized sign up flow2. Define messaging and brand strategy3. Design onboarding for long term engagement4. Get profiled in TechCrunch 30
    30. 30. Lots to CoverIntroductionsHow to Rock at Startup Marketing Set Priorities • Measure and Iterate • Invest Wisely • Get Inspired • Hack the Culture• Q&A
    31. 31. Measure & Iterate 32
    32. 32. Getting to baseline 33
    33. 33. All metrics are not created equal 34
    34. 34. Some metrics matter more than others 35
    35. 35. Left Brain Metrics• Sign up numbers (user acquisition)• Open Rates• Click Through Rates• Engagement Scores • Frequency (x) • Activity (y) 36
    36. 36. Right Brain Metrics• Impressions• Likes• Followers• Media Hits• Tonal Analysis• Sentiment Tracking 37
    37. 37. Real World Examples• What are you measuring?• How does your marketing team use metrics to make smart decisions?• What happens when the metrics contradict your gut instincts? 38
    38. 38. You can’t improve what you don’t measure 39
    39. 39. Lots to CoverIntroductionsHow to Rock at Startup Marketing Set Priorities Measure and Iterate • Invest Wisely • Get Inspired • Hack the Culture• Q&A
    40. 40. Invest Wisely 41
    41. 41. Splurge 42
    42. 42. Skimp 43
    43. 43. Design• Early on, designers define the visual language and identity for the brand• As you grow, designers key partners in building engaging experiences and campaigns• Recommendation: Splurge – You get what you pay for. Talent is expensive and in high demand but you’ll save the heartache of having to redo it later. 44
    44. 44. PR• A good PR agency can: • Call the media on your behalf • Introduce you to new and exciting people • Help refine your story• Even the best agency cannot: • Make a bad product good • Tell you who you are and why it matters• Recommendation: Skimp - Do self-service until product and key messages are baked. Need messaging help? Call a consultant. 45
    45. 45. Events• Having a presence at events can get costly in a hurry • Know why you’re going • Have goals and metrics defined up front• Sponsor judiciously • Trade show floor • Cocktail parties/Meetups/Tweetups/Drinkups• Recommendation: Skimp on catchall shows, splurge on opportunities to reach target audiences. 46
    46. 46. SWAG• Thou shalt not hand out anything that thy would not pick up thyself.• Recommendation: Splurge - No need to spend millions on swag, but whatever you have must be high quality. It reflects on your brand. 47
    47. 47. Marketing Automation• Email Service Providers• SEO• Analytics• User Testing• Help Desk Software• Recommendation: Splurge - Don’t be a tool, invest in tools! 48
    48. 48. Lots to CoverIntroductionsHow to Rock at Startup Marketing Set Priorities Measure and Iterate Invest Wisely • Get Inspired • Hack the Culture• Q&A
    49. 49. Get Inspired 50
    50. 50. Real World Examples• Which companies are doing great marketing today?• What about their marketing resonates with you?• How did you hear or find out about it?• How would you measure the campaign’s effectiveness? 51
    51. 51. 52
    52. 52. 53
    53. 53. Lots to CoverIntroductionsHow to Rock at Startup Marketing Set Priorities Measure and Iterate Invest Wisely Get Inspired • Hack the Culture• Q&A
    54. 54. Hack the Culture 55
    55. 55. Culture Hacking 101• Be visible• Ask questions• Have an opinion and voice it 56
    56. 56. Marketing people mustbecome Venn Diagram people 57
    57. 57. MetricsProduct Marketing 58
    58. 58. It’s an exciting time to be atech marketer 59
    59. 59. Lots to CoverIntroductionsHow to Rock at Startup Marketing Set Priorities Measure and Iterate Invest Wisely Get Inspired Hack the Culture• Q&A
    60. 60. Questions & Discussion• Email: melissa@tioli.me• Website: tioli.me• Twitter: @shappy 61
    61. 61. Appendix - Good Reading• Adam Nash’s Series on User Acquisition• Mixpanel’s (old but good) post on Funnel Analysis• Andrew Chen’s How to be a Growth Hacker• Marketing tips from Simon Rothman• Elle Luna on Design 62
    62. 62. Appendix – Inspiration• Drybar• Uber• Quora• JetBlue• VirginAmerica 63
    63. 63. Appendix – Image Attribution• OSCON juggle: http://www.flickr.com/photos/kubina/912652067/in/faves-misdemeanor/• Moz picnic juggle: http://www.flickr.com/photos/lhirlimann/6161863203• Moz group shot 1: http://www.flickr.com/photos/fmg2001/502593842/• Moz group shot 2: http://www.flickr.com/photos/gen/4784616521• Yardstick: http://www.flickr.com/photos/theilr/1925077643/sizes/z/in/photostream/• Johnny Cash mural: http://www.flickr.com/photos/timpatterson/2746686784/sizes/z/in/photostream/• Look: http://newyorkcityinthewitofaneye.files.wordpress.com/2012/11/look.jpg• Shepard’s Andre the Giant• Someecards citation in image 64

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