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Introduction to Startup Marketing * Launch Startup *Growth Hacking

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All you need to know about marketing for your startup. From how to test your product through when to launch and how to build your marketing machine for scale.

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Introduction to Startup Marketing * Launch Startup *Growth Hacking

  1. 1. Startup Marketing – What you need to know and when Amit Lavi March 2015
  2. 2. 2© 2015 Marketing Envy Marketing Envy founders Over 30 <gulp> years combined experience with tech start ups and multi-national brands Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cloudyn, BlazeMeter, DMG, ICQ, Tuteboard, GetEvents, Mantis Vision, Cliqdo, Outbrain Billy Cina Amit Lavi
  3. 3. 3© 2015 Marketing Envy Our customers
  4. 4. 4© 2015 Marketing Envy Can’t see the plan from all the buzzwords Marketing as a process
  5. 5. 5© 201 Marketing Envy So you want to do marketing for your startup
  6. 6. 6© 2015 Marketing Envy Initial clients Buzz / traction Hockey Stick Growth New markets Because everyone does it Because my investors told me to start marketing I want marketing for
  7. 7. 7© 2015 Marketing Envy 4 stages of the startupocopalypse Test Launch Growth Tech Company
  8. 8. 8© 201 Marketing Envy Test Phase If you can’t measure it – it doesn’t exist
  9. 9. 9© 2015 Marketing Envy “Let’s Launch, the product is ready. I just feel it” Why Test?
  10. 10. 10© 2015 Marketing Envy Startup Launch is not an event – it’s a process you have to be ready for Why Test?
  11. 11. 11© 2015 Marketing Envy A target audience Great messaging Bring enough users Analytics Test – What do we need
  12. 12. 12© 2015 Marketing Envy Never Assume Test – Messaging
  13. 13. 13© 2015 Marketing Envy Cheaper to test top of funnel Adapt tests to dev cycle Test – What to measure – Decide on KPI
  14. 14. 14© 2015 Marketing Envy Login – Native email or Facebook/ Google login? Test KPI No. 1 in funnel – Let’s start with Log-in Email login and Facebook Facebook only
  15. 15. 15© 2015 Marketing Envy Greatest impact on changing the top of the funnel Test KPI No. 1 in funnel – Let’s start with Log-in Email login and Facebook Facebook only
  16. 16. 16© 2015 Marketing Envy Test B2B – Make you’re your site is ready Try: Popup Top bar Exit banner Signup form Visible CTA
  17. 17. 17© 2015 Marketing Envy • Stop when: o You reached your KPIs o Messaging is effective o You ran out of time Test – When to stop testing
  18. 18. 18© 2015 Marketing Envy Test – Build your presence from day -1
  19. 19. 19© 2015 Marketing Envy • Experience with: o Product analytics o Basic experience with PPC o Managing copywriters o Define KPIs Test Phase – What skills do you need
  20. 20. 20© 2015 Marketing Envy “Marketing is not just about the story” No KPI – No Go Product & marketing was play nice together Only Hands on Test Phase – Remember
  21. 21. © 2015 Marketing Envy 21 Ready, Set, Launch!
  22. 22. 22© 2015 Marketing Envy Launch – Process , not one off Analyze Execute KPIMeasure Plan
  23. 23. 23© 2015 Marketing Envy Launch – Present your story Be Bold
  24. 24. 24© 2015 Marketing Envy • Use starting point from Test • Measure without a starting point: o Activities KPIs o Incremental increase o Minimum KPIs Launch – How to set meaningful KPIs with no prior data
  25. 25. 25© 2015 Marketing Envy Choose your channels (B2B and B2C) > 1 Channel Focus on Core Audience Test less promising channels Launch – Go to market
  26. 26. 26© 2015 Marketing Envy PPC campaigns Mobile App installs Search campaigns SEO / ASO Content marketing Reviews Native advertising Offline conversions Viral content Launch – Acquisition – B2C
  27. 27. 27© 2015 Marketing Envy Paid lead generation campaigns Lead nurturing Social Media Biz Dev Industry reviews LinkedIn direct emails Gift campaign Conference Launch – Acquisition – B2B
  28. 28. 28© 2015 Marketing Envy 2 things to remember about PR: 1. No one cares that you’ve launched 2. No agency is the best in all verticals Solid, effective PR that will not make you cry over the monthly retainer requires: • An interesting product • With users &/or customers • Data about the market &/or customers • A good English (?) speaker for the journalists/analysts Launch - PR
  29. 29. 29© 2015 Marketing Envy Pareto Execution Flexabilty Launch Phase – Focus on
  30. 30. 30© 2015 Marketing Envy Holistic marketing plan Define KPI and know how to reach Tying channels together Executing many channels Launch Phase – What do you need:
  31. 31. 31© 2015 Marketing Envy Growth When we know launch worked
  32. 32. 32© 2015 Marketing Envy Build the machine – Automate and create procedures and monitoring Growth - Build the machine
  33. 33. 33© 2015 Marketing Envy Non-linear process Takes a long time Data heavy, ROI focused Constantly test new markets and verticals Integrate channels into BI Growth
  34. 34. 34© 2015 Marketing Envy Analyze data from launch Become / Hire experts Manage processes not channels Building the marketing machine Growth – Excel in chosen channel(s)
  35. 35. 35© 2015 Marketing Envy • Hire Channel pros o The best Content Marketers o PPC – Expert in best channel – the rest will come o Analytics – Dedicated resource, connects all the dots Growth – Build team
  36. 36. 36© 2015 Marketing Envy Method and process, not miracles Integrating the product into marketing Get traffic first Growth - “Hacking “
  37. 37. 37© 2015 Marketing Envy Growth - Hacking examples
  38. 38. 38© 2015 Marketing Envy The buzzwords : • Inbound • Content • Native ads Growth – Inbound and Content marketing – The buzzwords
  39. 39. 39© 2015 Marketing Envy Got a story to tell? Now it’s the time for PR Growth - PR – Should I start PR now?
  40. 40. 40© 2015 Marketing Envy • Optimize for o Retention o Purchase o Premium o In-App o Virality - K Factor • Ask for Feedback from users Growth– Product – Optimize down the funnel
  41. 41. 41© 2015 Marketing Envy Growth – Product – Optimize down the funnel
  42. 42. 42© 2015 Marketing Envy Growth Phase – What do you need: Yearly planning Yearly budget Build team Clear ROI goals Product feedback loop Innovate with channels
  43. 43. 43© 201 Marketing Envy Bye Bye Startup The Marketing Factory
  44. 44. 44© 2015 Marketing Envy Multi-product strategy Multi-market strategy Distributed team Refines story The Marketing Factory – the challenges
  45. 45. 45© 2015 Marketing Envy The Marketing Factory Phase Multi year strategy Refine vision Branding International marketing
  46. 46. © 2015 Marketing Envy 46 Thank you Now go and start marketing

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