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Startup Marketing Workshop

1 of 20
Building, Executing and Improving a
       Startup Marketing Plan
            April Dunford
What You Will Learn
• How to assemble the inputs to a rock star marketing plan
   – An assessment of your best target buyers
   – An assessment of who your competition really is, and what
     buyers find valuable about your offering
   – A analysis of the customer buying process
• The critical elements of a good marketing plan and how to
  draft one
• How to build an operational framework to execute the plan
• How to figure out which metrics to track
• How to close analyze your marketing results to improve the
  next set of programs you run.
A Marketing Plan is Critical to
          Marketing Success
• Marketing is not something separate from
  sales – it’s the first stage in the customer’s
  buying process.
A Marketing Plan is NOT a Static
Document – it’s a Living Record of your
      Money Making System
What that System Looks Like
The Inputs
• Customer
• Offering
• Buying Process
Ad

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Startup Marketing Workshop

  • 1. Building, Executing and Improving a Startup Marketing Plan April Dunford
  • 2. What You Will Learn • How to assemble the inputs to a rock star marketing plan – An assessment of your best target buyers – An assessment of who your competition really is, and what buyers find valuable about your offering – A analysis of the customer buying process • The critical elements of a good marketing plan and how to draft one • How to build an operational framework to execute the plan • How to figure out which metrics to track • How to close analyze your marketing results to improve the next set of programs you run.
  • 3. A Marketing Plan is Critical to Marketing Success • Marketing is not something separate from sales – it’s the first stage in the customer’s buying process.
  • 4. A Marketing Plan is NOT a Static Document – it’s a Living Record of your Money Making System
  • 5. What that System Looks Like
  • 6. The Inputs • Customer • Offering • Buying Process
  • 11. Prioritizing the Initial Experiments • Where are there critical gaps in your knowledge? • How can you close that gap? • Knowledge optimization • Funnel optimization • Closing the gaps • Stepping on the gas
  • 12. Early in the Process • Goal: Make folks aware of the need • Goal: Make folks aware of the value in serving that need
  • 13. Mid-Funnel Stuff • Get folks ready to buy • Make it easier for folks to evaluate solutions • Develop their understanding of your unique value over alternatives • Make it easy for folks to make a purchase
  • 15. Back of Funnel Stuff • The difference between purchasers and active customers. • Customer Service is the front line of your repeat business marketing efforts • Asking for the renewal
  • 17. Measuring the Plan • The Dashboard • The Spreadsheet