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Getting Customers - Revenue from Day One

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Getting Customers - Revenue from Day One

  1. 1. Getting Customers Focusing on Revenue from Day One Tyler Brooks of Analytive - Fort Collins Startup Week 2016
  2. 2. Marketing strategy has evolved more quickly in the past five years than it did in the past five hundred. For centuries, print advertising and mass media dominated until the internet changed everything, creating opportunities to craft unique customer journeys on an ever-larger palette of platforms… - State of Marketing Leadership Linkedin + Sales Force Source:
  3. 3. Tyler Brooks Founder // Analytive Email: Twitter: @tyler_brooks Linkedin:
  4. 4. Growth is Everything
  5. 5. Growth Focused on processes and tactics Marketing Focused on outcomes
  6. 6. CMO VP of Marketing Growth Hacker
  7. 7. The Rules of Growth
  8. 8. Rule #1: We know nothing. Make no assumptions.
  9. 9. Rule #2: Prove it. If you can’t measure it, it didn’t happen.
  10. 10. Rule #3: You’re never done. You can always get better.
  11. 11. Growth Source:
  12. 12. Let’s Grow Tactics
  13. 13. Five Steps: Personas Measurement Tools Experiment Profit
  14. 14. Step 1: Personas Who is the buyer?
  15. 15. Buyer Personas are: “fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.” - Hubspot Source:
  16. 16. Questions to Ask When developing personas Source: 20personas/developing-personas.pdf
  17. 17. What is their demographic information?
  18. 18. What is their job and level of seniority?
  19. 19. What does a day in their life look like?
  20. 20. What are their pain points? What do you help them solve?
  21. 21. What do they value most? What are their goals?
  22. 22. Where do they go for information?
  23. 23. What experience are they looking for when seeking out your products or services?
  24. 24. What are their most common objections to your product or service?
  25. 25. Step 2: Measurement If you can’t measure it, it doesn’t exist.
  26. 26. Decide on Goals
  27. 27. What do I want someone to do when they visit my website?
  28. 28. Source: Landing Pages Should Focus on One Thing!
  29. 29. E-Commerce Lead Generation Content Publisher Online Information Branding Selling Products and Services Collecting Leads Engagement and Frequency Help customers get info Awareness, engagement, loyalty
  30. 30. Sign-Up for Beta Testing Make a Purchase Subscribe to Email List Share on Social Media Make a Phone Call Fill Out a Lead Form
  31. 31. Step 3: Tools What’s in the toolbox?
  32. 32. Ads Get in front of your audience.
  33. 33. Microtargeting Think small.
  34. 34. High Levels of Intent Know what people want to do.
  35. 35. Analytics Measure what happens and who does it.
  36. 36. A/B Testing Tools to experiment.
  37. 37. Landing Pages Tools to experiment and collect.
  38. 38. Google AdWords Facebook Ads Google Analytics MailChimp The Starter Kit:
  39. 39. Step 4: Experiment Always get better.
  40. 40. Source:
  41. 41. Source:
  42. 42. Source:
  43. 43. Source:
  44. 44. Source:
  45. 45. 2,880,000 Additional Emails
  46. 46. $21 Average Donation
  47. 47. $60 Million
  48. 48. Copywriting Photos/Icons/Video Landing Page Design Ad Content Call to Action Value Proposition
  49. 49. Step 5: Profit Double down on what’s working.
  50. 50. Funnels Become Waterslides When you find a working combination, spend more money with it. But don’t stop testing other combinations.
  51. 51. Thank You to: FC Startup Week Digital Workshop Center Chris Franks - Ryan Holiday - Growth Hacker Marketing Get this presentation at
  52. 52. Icon Credit people by Elizabeth Lopez from the Noun Project Tool Presets by Fabiano Coelho from the Noun Project Beaker by Rohan Gupta from the Noun Project dashboard by David Cadusseau from the Noun Project Profit by Fiona OM from the Noun Project Tornado by Demograph™ from the Noun Project Swimming Pool by Boudewijn Mijnlieff from the Noun Project sprout by Gregor Črešnar from the Noun Project rating by Creative Stall from the Noun Project ratings by Creative Stall from the Noun Project Mortar Board by Mister Pixel from the Noun Project classroom by carlos sarmento from the Noun Project