Top 10 Marketing Tips for Non US Companies Expanding to the US


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This presentation helps non-US high-tech companies understand market conditions in the US and specifically the Silicon Valley

1) US Market Conditions
2) Marketing structure and “lingo”
3) Integrated Marketing and Sales
4) Position your product/service for the US Market
5) Be ready for life at Internet speed
6) Become a “virtual” communicator
7) Network, network, network…
8) It Takes a Village
9) Before you Leave Home
10) A few Silicon Valley Secrets

For help with your US marketing, contact

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Top 10 Marketing Tips for Non US Companies Expanding to the US

  1. 1. Top 10 Marketing Tips for Non-US Companies Expanding to the US Frances Mann-Craik CEO, Addison Marketing
  2. 2. Marketing in the US – Top 101. Understand US market conditions2. US marketing structure and “lingo”3. Integrated Marketing and Sales4. Position your product/service for the US Market5. Be ready for life at Internet speed6. Become a “virtual” communicator7. Network, network, network…8. It Takes a Village9. Before you Leave Home10. A few Valley secrets
  3. 3. 1. Understand US Market Conditions  The US is a big country – 3000 miles, 3 times zones  Many tech centers - New York, Boston, North Carolina, San Diego, Austin Silicon Valley  Competition is fierce  Relationships help build your reputation and business – Influencers, partners, resellers, customers  Engagements are changing – from push to pull
  4. 4. 2. US Marketing Structure and Lingo  Marketing Functions: – Product Marketing – Channels and Alliances – Marketing Communications  Marketing Lingo: – Chasms, Gorillas…Inbound marketing, Blogs, Widgets… –
  5. 5. Marketing’s Charter Marketing as a strategic function: – Position your company for market leadership – Focus on awareness building -- for fund raising, alliances and partnerships, sales to early adopters Marketing for sales development: - Generate leads - Drive interactions down the funnel to the ultimate sale
  6. 6. US Marketing DepartmentStructure
  7. 7. Product MarketingIn the early days, the entire company does product marketing! Define market requirements Evaluate competition Liaison with development and manufacturing Determine pricing Launch and evangelize Life cycle management
  8. 8. Channels and Alliances Broaden sales reach – geography, vertical Product distribution and/or support Partners to create “whole product” Partners to provide credibility
  9. 9. Marketing Communications Outbound and inbound -- spread the word, be easily “found,” build awareness, generate leads: – Website – SEO/SEM – Content development – Public Relations – Social engagements – Advertising – Events
  10. 10. Marcom Strategy & Tactics
  11. 11. 3. Integrated Marketing and Sales Sales Force Automation Marketing Automation Continuously reach out and touch customers as they move through the funnel On-going visibility into customer nurturing Sales steps in after the customer is warm and knowledgeable
  12. 12. 4. Position Your Product/Servicefor the US Market Define how your product is different from the competition (better, cheaper, faster) and why customers NEED your product Identify the key customers you should go “above and beyond” Leverage references from the first customer to adjacent “bowling pins” to help you move across the chasm
  13. 13. The Landscape of the Technology Adoption Life Cycle – Crossing the Chasm – Silicon Valley Tech Marketing “Bible” Main Street The TornadoEarly End of Life ChasmMarket The Bowling The Alley Excerpted from Inside the Tornado by Geoffrey Moore. HarperBusiness, 1995. Reproduced with permission from The Chasm Group.
  14. 14. 5. Life at Internet Speed “I don’t mean to be rude, but I’m in a hurry” Meetings are set 2-3 days ahead, not weeks “Nice to meet you, now give me the details” Decisions are often made in real time, at a meeting, summarized by a one-page email of understanding (then the lawyers work the details) Projects are delegated to specialists Good employees are hard to find – hire fast
  15. 15. 6. Become a Virtual Communicator There are no longer secretaries or admins Technology people use email, voicemail and texting -- and write and answer themselves Many editors and journalists prefer email “pitches” Focus hard on the email subject line – it’s your one chance to open the door Answer your emails in a timely way – opportunities come and go quickly
  16. 16. 7. Network Who you know will get you into who you need to know – it’s all about networks Online networking – social media expands your reach and the speed of networking Seminars and conferences increase your knowledge and make valuable connections Follow up – start a business relationship, perhaps a friendship
  17. 17. Networking Churchill Club: Silicon Valley Association of Software Entrepreneurs and Silicon Valley Forum: World Internet Center: AlwaysOn – Networking for the Global Silicon Valley: Chinese Information and Networking Association:
  18. 18. 8. It Takes a Village Customers Employees Fellow Entrepreneurs Facilities Equity Capital Web Hosting Distribution Partners Web Design Firm People Accountants with Advisors Passion Editors Recruiters Blogger s Public RelationsMarketing Services Analysts Lawyers HR, ISHardware Resellers Value Partners Bankers
  19. 19. 9. Before You Leave Home Make sure your website is rich and relevant for the US market – Positioning, messages, communications platform – Provide Keyword-rich relevant content – Have a native review the website content for correct American English – Fix your META tags – title, description, URL, keywords Watch/engage the social media channels around your technology – Twitter, LinkedIn, Google+, Facebook Follow key influencers for your space on Social Media… join the conversation
  20. 20. 10. First Serious Steps in the US Engage a Valley law firm  Immigration (before you leave home!)  Incorporation – different laws in different states  Intellectual Property – trademarks, copyrights, patents  Contracts – employee, partnerships, licensee agreements…  Contacts – VCs, Angels, Consultants…  An impressive law firm gives you “instant credibility” US Address – Regus or other office rental US Launch – with a local marketing agency
  21. 21. Some Silicon Valley Secrets For PR attention – position your news into “hot” topics – for example, this month:  B2C – Facebook, Google, Apple, Mobile, Apps, Tablets  B2B – Big Data, Cloud, SaaS No laws to protect employment -- California is “At will.” No company interest in skills retention, retraining,etc. it’s all on the individual Youth is “good”; Maturity is “good”
  22. 22. Some Silicon Valley Secrets “Pay-It-Forward” culture – Silicon Valley people are willing to help, network and connect strangers Failure…Success…Success…Failure…Success - A seasoned Silicon Valley entrepreneur has failed and--more often--succeeded, past failures are a stepping stone to future success Passion, tenacity, intelligence, and a willingness to work hard are essential and revered – regardless of race, sex, religion, ethnicity…
  23. 23. Reference Materials Cross the Chasm, Geoffrry Moore The Art of the Start, Guy Kawasaki Business Model Generation, Alexander Osterwalder The Lean Startup, Eric Ries The Startups Owners Manual – By Steve Blank and Bob Dorf Free Class: How to Build a Startup (EP245) The Lean LaunchPad seRev/1