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What I Learned After
2 Years in Venture Capital
Kyle Lacy / @kyleplacy
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
@KYLEPLACY@KYLEPLACY
LINKS
Get the deck > http://bit.ly/HighAlpha17
Get the content > http://labs.openviewpartners.com
My job…
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
I learned that there are 4 Ps to
building sustainable growth in
any software company…
@KYLEPLACY@KYLEPLACY
PROGRAMS
PEOPLE
PROCESS
PERFORMANCE
@KYLEPLACY@KYLEPLACY
Do you have the right people?
Hire for aptitude, attitude and agility.
PEOPLE
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
@KYLEPLACY@KYLEPLACY
Is your team organized to win
in the digital environment?
Acquisition Conversion Brand
The Modern Marketing Org
Acquisition Conversion Brand
The Modern Marketing Org
Public Relations
Brand Enablement
Creative
Events
Advertising
Marketing Ops
Field Managers
Content / Search
Automation
Sales Enablement
Customer Success
Product Marketing
Customer Retention
@KYLEPLACY@KYLEPLACY
The marketing team of the future…
@KYLEPLACY@KYLEPLACY
…controls every aspect of the
customer experience.
@KYLEPLACY@KYLEPLACY
How does your team operate and optimize
for the customer journey?
PROCESS
@KYLEPLACY@KYLEPLACY
Obsess over your personas
and experiences
PROCESS TIP #1
@KYLEPLACY@KYLEPLACY
Quantitative Qualitative+
@KYLEPLACY@KYLEPLACY
Quantitative Qualitative+
• Churn Analysis
• Sales & Marketing KPIs
• Win/Loss Reviews
• Customer Surveys
• Product Usage
@KYLEPLACY
Marketing Persona Development
Name
Job Title
• Age
• Gender
• Salary
• Location
Goals & Challenges
Values & Fears
Demographics
• How do you help achieve their goals?
• How do you help solve their problems?
• Why wouldn’t they buy?
• How do you help alleviate their fears?
• How do you support their values?
• Education
• Family
@KYLEPLACY@KYLEPLACY
Experiences first.
Tactics second.
We have the tendency to start with
channels and tactics. It’s the wrong
way.
1. Pick your most important target persona first.
Experiences first.
1. Pick your most important target persona first.
2. Build your target persona journey stages.
Experiences first.
AWARENESS CONSIDERATION PURCHASE USAGE REPURCHASE
1. Pick your most important target persona first.
2. Build your target persona journey stages.
3. List all experiences within each stage.
Experiences first.
The CEO gains social proof by being referred to ABC’s
content or website by someone they trust.
1. Pick your most important target persona first.
2. Build your target persona journey stages.
3. List all experiences within each stage.
4. Pick the top 3-4 experiences for each stage.
Experiences first.
1. Pick your most important target persona first.
2. Build your target persona journey stages.
3. List all experiences within each stage.
4. Pick the top 3-4 experiences for each stage.
5. Apply tactics to each of the experiences.
6. Apply KPIs to each of the tactics.
Experiences first.
STAGE EXPERIENCE TACTIC KPIs
Awareness Gains social proof – is referred to content or
website by someone they trust
Influencer
Marketing
X times featured on
influencer blog
X times features in
top SaaS resource
Reads and finds value from tactical content Website X new users
X conversion rate
X net new leads
Experiences first.
@KYLEPLACY@KYLEPLACY
PROGRAMS
How do you create leverage that uncovers
new sources of revenue growth and
increases marketing production efficiency at
scale?
@KYLEPLACY@KYLEPLACY
It’s not content marketing
It’s thought leadership
PROGRAMS TIP #1
@KYLEPLACY@KYLEPLACY
Thought leadership is not about
you. It starts and ends with your
customer.
@KYLEPLACY@KYLEPLACY
Great thought leadership content
should contribute to over 50% of
your company’s press mentions.
• Your content should be “pitchable” to journalists.
• Most of your press mentions should be attributable to content campaigns.
• Every sales deck should incorporate some aspect of your content (a stat or
quote for example).
• Your content should support a 60 minute keynote and presentation deck.
• Your content should be relevant at every stage of the funnel, not just the top.
• Your content should be directly tied to closed ACV or another metric that
points to closed business.
Great Content Characteristics
@KYLEPLACY@KYLEPLACY
There are four content strategies
that appeal to each and every
potential buyer.
@KYLEPLACY@KYLEPLACY
EXPERIENTIAL
CONSUMER RESEARCH
PEER RESEARCH
PRODUCT USAGE
@KYLEPLACY@KYLEPLACY
Experiential thought leadership is
about understanding your
customer’s customer journey.
@KYLEPLACY@KYLEPLACY
Shopped in 100 retail stores
Tracked 80 different marketing
touch points over 90 days
Delivered tailored report cards
and competitive analysis
Experiential
@KYLEPLACY@KYLEPLACY
Consumer Research is about
understanding and discovering
trends in your customer’s
customer behavior.
@KYLEPLACY@KYLEPLACY
Consumer Research
Surveying consumers on
mobile, social and email
consumption patterns.
Used for geo launches and
TOFU demand generation
@KYLEPLACY@KYLEPLACY
Peer thought leadership is about
understanding your customer and
helping them understand their
peers.
@KYLEPLACY@KYLEPLACY
Peer Research
@KYLEPLACY@KYLEPLACY
Peer Research
PEER THOUGHT LEADERSHIP
@KYLEPLACY@KYLEPLACY
http://www.typeform.com
@KYLEPLACY@KYLEPLACY
Peer Research
Interview the top
influencers in the field.
• Create a target list of top influencers
• Skype / Call Recorder / Voice Recorder
• Speechpad.com for transcription
• Publish interviews over the year
• Roll up into fun end of year deliverable
@KYLEPLACY@KYLEPLACY
@KYLEPLACY@KYLEPLACY
Product usage is about collecting,
analyzing and publishing internal
data.
@KYLEPLACY@KYLEPLACY
Your data is your only
differentiator.
@KYLEPLACY@KYLEPLACY
Product Usage
@KYLEPLACY@KYLEPLACY
Thought leadership is not about
the sales pitch.
@KYLEPLACY@KYLEPLACY
Thought leadership is not about
the sales pitch. It should
supplement the sale.
@KYLEPLACY@KYLEPLACY
Don’t forget internal activation
of content
PROGRAMS TIP #2
@KYLEPLACY@KYLEPLACY
Meet baby Kyle.
@KYLEPLACY@KYLEPLACY
Why is our
conversion
rate so low?
@KYLEPLACY@KYLEPLACY
Shared Vocabulary
Shared Voice
Shared Mission
@KYLEPLACY@KYLEPLACY
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
ENABLEMENT
@KYLEPLACY@KYLEPLACY
Who owns enablement?
@KYLEPLACY@KYLEPLACY
Leadership first.
@KYLEPLACY@KYLEPLACY
Content Enablement Kit
• PowerPoint deck of relevant data points
• Call script for BDR team
• Product data sheets corresponding to content
• PDF of content
• Single page snapshot of top learnings
@KYLEPLACY@KYLEPLACY
PERFORMANCE
Do you have the systems in place to track
and evolve?
@KYLEPLACY@KYLEPLACY
“We must move from numbers
keeping score to numbers that
drive better actions.”
David Walmsley
@KYLEPLACY@KYLEPLACY
Continuous and rapid improvement
@KYLEPLACY@KYLEPLACY
Better goal tracking leads to
better results
PERFORMANCE TIP #1
@KYLEPLACY
Data /
Automation
CRM
My Primary Stack
Goal / Project
Management
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
@KYLEPLACY@KYLEPLACY
Data health is more important
than any trend
PERFORMANCE TIP #2
@KYLEPLACY@KYLEPLACY
First… a Rorschach test
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
What I Learned About Software Marketing and Growth After 2 Years in Venture Capital
@KYLEPLACY@KYLEPLACY
How do you feel?
@KYLEPLACY@KYLEPLACY
One more…
EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here
@KYLEPLACY@KYLEPLACY
And now?
@KYLEPLACY@KYLEPLACY
Source: Forrester Research
70% of technology
implementations fail because
of bad data.
@KYLEPLACY@KYLEPLACY
How does marketing efficiently
manage data?
• Sales & product alignment is critical
• Database cleansing should be top priority
• Do you have someone focused on data
management?
• Get your team off spreadsheets
• One system of record for the entire company
• Get your team off spreadsheets
• Get your team off spreadsheets
@KYLEPLACY@KYLEPLACY
Engagement metrics are
secondary to growth metrics
PERFORMANCE TIP #3
@KYLEPLACY@KYLEPLACY
You should understand the unit
economics of the business better
than the CEO or CFO.
@KYLEPLACY@KYLEPLACY
LTV the lifetime value of a typical customer
CAC
the cost to acquire a typical customer & months
to recover CAC
Churn existing customers that cancelled their
subscription
@KYLEPLACY@KYLEPLACY
Final Thoughts
@KYLEPLACY@KYLEPLACY
PROGRAMS
PEOPLE
PROCESS
PERFORMANCE
@KYLEPLACY@KYLEPLACY
Your PEOPLE should develop
and re-develop your
PROCESSES and PROGRAMS
to improve PERFORMANCE.
@KYLEPLACY@KYLEPLACY
The creation and management of
the customer experience is the only
thing that makes you relevant.
@KYLEPLACY@KYLEPLACY
THANK YOU!
Get the deck > http://bit.ly/HighAlpha17
Get the content > http://labs.openviewpartners.com

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What I Learned About Software Marketing and Growth After 2 Years in Venture Capital

Editor's Notes

  1. What I learned after 2 years in venture capital
  2. Hiring the right people for the right job. VP of Human Resources – Recruiting and Hiring – they are bad about hiring warm bodies. Many of their staffers are college students – not commited
  3. Leasing Persona – College student 17-18 Generation Z / End of Millennial /