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When to hire or fire your Marketing Manager
Amit Lavi
December 2014
2© 2015 Marketing Envy
Marketing Envy founders
Over 30 <gulp> years combined experience with tech start ups
and multi-nati...
3© 2015 Marketing Envy
Our customers
4© 2015 Marketing Envy
Can’t see the plan from all the buzzwords
Marketing as a process
5© 201 Marketing Envy
So you want to hire a marketer
6© 2015 Marketing Envy
Initial clients
Buzz / traction
Hockey Stick Growth
New markets
Because everyone has one
Because my...
7© 2015 Marketing Envy
Asking around what type of marketer should I have
8© 2015 Marketing Envy
Confused?
Don’t know who
to choose?
9© 2015 Marketing Envy
4 stages of the startupocopalypse
Test Launch Growth
Tech
Company
10© 201 Marketing Envy
Test Phase
If you can’t measure it – it doesn’t exist
11© 2015 Marketing Envy
“Let’s Launch, the product is
ready. I just feel it”
Why Test?
12© 2015 Marketing Envy
Startup Launch is not an event – it’s a process
you have to be ready for
Why Test?
13© 2015 Marketing Envy
A target audience
Great messaging
Bring enough users
Analytics
Test – What do we need
14© 2015 Marketing Envy
Never Assume
Test – Messaging
15© 2015 Marketing Envy
Cheaper to test top of funnel
Adapt tests to dev cycle
Test – What to measure – Decide on KPI
16© 2015 Marketing Envy
Login – Native email or Facebook/ Google login?
Test KPI No. 1 in funnel – Let’s start with Log-in...
17© 2015 Marketing Envy
Greatest impact on changing the top of the funnel
Test KPI No. 1 in funnel – Let’s start with Log-...
18© 2015 Marketing Envy
Test B2B – Make you’re your site is ready
Try:
Popup
Top bar
Exit banner
Signup form
Visible CTA
19© 2015 Marketing Envy
• Stop when:
o You reached your KPIs
o Messaging is effective
o You ran out of time
Test – When to...
20© 2015 Marketing Envy
Test – Build your presence from day -1
21© 2015 Marketing Envy
• Experienced with:
o Product analytics
o Basic experience with PPC
o Managing copywriters
o Defin...
22© 2015 Marketing Envy
“Marketing is just about the story”
Doesn’t know what KPIs mean
Can’t play along with Product team...
© 2015 Marketing Envy 23
Ready, Set, Launch!
24© 2015 Marketing Envy
Launch – Process , not one off
Analyze
Execute
KPIMeasure Plan
25© 2015 Marketing Envy
Launch – Present your story
Be Bold
26© 2015 Marketing Envy
• Use starting point from Test
• Measure without a starting point:
o Activities KPIs
o Incremental...
27© 2015 Marketing Envy
Choose your channels (B2B and B2C)
> 1 Channel
Focus on Core Audience
Test less promising channels...
28© 2015 Marketing Envy
PPC campaigns
Mobile App installs
Search campaigns
SEO / ASO
Content marketing
Reviews
Native adve...
29© 2015 Marketing Envy
Paid lead generation campaigns
Lead nurturing
Social Media Biz Dev
Industry reviews
LinkedIn direc...
30© 2015 Marketing Envy
2 things to remember about PR:
1. No one cares that you’ve launched
2. No agency is the best in al...
31© 2015 Marketing Envy
Pareto specialist
Execute
Adaptable
The Launch Phase - Who and what we
we are looking for
32© 2015 Marketing Envy
Gets holistic marketing and can plan ahead
Define KPI and know how to reach
Tie channels together
...
33© 2015 Marketing Envy
Can’t see beyond his channel
Can’t commit to KPIs
Can’t get his hands dirty
Launch – Marketing Man...
34© 2015 Marketing Envy
Growth
When we know launch worked
35© 2015 Marketing Envy
Build the machine – Automate and create
procedures and monitoring
Growth - Build the machine
36© 2015 Marketing Envy
Non-linear process
Takes a long time
Data heavy, ROI focused
Constantly test new markets and verti...
37© 2015 Marketing Envy
Analyze data from launch
Become / Hire experts
Manage processes not channels
Building the marketin...
38© 2015 Marketing Envy
• Hire Channel pros
o The best Content Marketers
o PPC – Expert in best channel – the rest will co...
39© 2015 Marketing Envy
Method and process, not miracles
Integrating the product into marketing
Get traffic first
Growth -...
40© 2015 Marketing Envy
Growth - Hacking examples
41© 2015 Marketing Envy
The buzzwords :
• Inbound
• Content
• Native ads
Growth – Inbound and Content marketing –
The buzz...
42© 2015 Marketing Envy
Got a story to tell? Now it’s the time for PR
Growth - PR – Should I start PR now?
43© 2015 Marketing Envy
• Optimize for
o Retention
o Purchase
o Premium
o In-App
o Virality - K Factor
• Ask for Feedback ...
44© 2015 Marketing Envy
Growth – Product – Optimize down the funnel
45© 2015 Marketing Envy
Growth - Marketing Manager: The Machine builder
Yearly planning
Yearly budget
Build team
Clear ROI...
46© 2015 Marketing Envy
No managerial experience
Lack of vision
Can’t see beyond marketing
Isn’t process driven
Growth - M...
47© 201 Marketing Envy
Bye Bye Startup
The Marketing Factory
48© 2015 Marketing Envy
Multi-product strategy
Multi-market strategy
Distributed team
Refines story
The Marketing Factory ...
49© 2015 Marketing Envy
The Marketing Factory – CMO
Strategic to the core
Visionary
Managers’ manager
Branding experience
...
© 2015 Marketing Envy 50
Thank you
Now go and start marketing
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Startup Marketing - When to hire (or Fire) your marketing manager

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When it comes to marketing, there are four stages in a startup's evolution, each require different marketing strategies, skills and tools.
You are either in product/market test phase, preparing for launch, looking to optimize or break into new markets. Each phase requires a different approach to marketing and a different type of marketing manager. So here is your guide to who to hire (or fire) and when.

Published in: Marketing
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Startup Marketing - When to hire (or Fire) your marketing manager

  1. 1. When to hire or fire your Marketing Manager Amit Lavi December 2014
  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 hire a marketer
  6. 6. 6© 2015 Marketing Envy Initial clients Buzz / traction Hockey Stick Growth New markets Because everyone has one Because my investors told me to get one I want a marketer for
  7. 7. 7© 2015 Marketing Envy Asking around what type of marketer should I have
  8. 8. 8© 2015 Marketing Envy Confused? Don’t know who to choose?
  9. 9. 9© 2015 Marketing Envy 4 stages of the startupocopalypse Test Launch Growth Tech Company
  10. 10. 10© 201 Marketing Envy Test Phase If you can’t measure it – it doesn’t exist
  11. 11. 11© 2015 Marketing Envy “Let’s Launch, the product is ready. I just feel it” Why Test?
  12. 12. 12© 2015 Marketing Envy Startup Launch is not an event – it’s a process you have to be ready for Why Test?
  13. 13. 13© 2015 Marketing Envy A target audience Great messaging Bring enough users Analytics Test – What do we need
  14. 14. 14© 2015 Marketing Envy Never Assume Test – Messaging
  15. 15. 15© 2015 Marketing Envy Cheaper to test top of funnel Adapt tests to dev cycle Test – What to measure – Decide on KPI
  16. 16. 16© 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
  17. 17. 17© 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
  18. 18. 18© 2015 Marketing Envy Test B2B – Make you’re your site is ready Try: Popup Top bar Exit banner Signup form Visible CTA
  19. 19. 19© 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
  20. 20. 20© 2015 Marketing Envy Test – Build your presence from day -1
  21. 21. 21© 2015 Marketing Envy • Experienced with: o Product analytics o Basic experience with PPC o Managing copywriters o Define KPIs Test – Marketing Manager needed: The Analyst
  22. 22. 22© 2015 Marketing Envy “Marketing is just about the story” Doesn’t know what KPIs mean Can’t play along with Product team Not hands-on Test – Marketing Manager needed – Fire If
  23. 23. © 2015 Marketing Envy 23 Ready, Set, Launch!
  24. 24. 24© 2015 Marketing Envy Launch – Process , not one off Analyze Execute KPIMeasure Plan
  25. 25. 25© 2015 Marketing Envy Launch – Present your story Be Bold
  26. 26. 26© 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
  27. 27. 27© 2015 Marketing Envy Choose your channels (B2B and B2C) > 1 Channel Focus on Core Audience Test less promising channels Launch – Go to market
  28. 28. 28© 2015 Marketing Envy PPC campaigns Mobile App installs Search campaigns SEO / ASO Content marketing Reviews Native advertising Offline conversions Viral content Launch – Acquisition – B2C
  29. 29. 29© 2015 Marketing Envy Paid lead generation campaigns Lead nurturing Social Media Biz Dev Industry reviews LinkedIn direct emails Gift campaign Conference Launch – Acquisition – B2B
  30. 30. 30© 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
  31. 31. 31© 2015 Marketing Envy Pareto specialist Execute Adaptable The Launch Phase - Who and what we we are looking for
  32. 32. 32© 2015 Marketing Envy Gets holistic marketing and can plan ahead Define KPI and know how to reach Tie channels together Execute in many channels Numbers driven Launch – Marketing Manager Needed: The Marketing Director
  33. 33. 33© 2015 Marketing Envy Can’t see beyond his channel Can’t commit to KPIs Can’t get his hands dirty Launch – Marketing Manager Needed – Fire If
  34. 34. 34© 2015 Marketing Envy Growth When we know launch worked
  35. 35. 35© 2015 Marketing Envy Build the machine – Automate and create procedures and monitoring Growth - Build the machine
  36. 36. 36© 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
  37. 37. 37© 2015 Marketing Envy Analyze data from launch Become / Hire experts Manage processes not channels Building the marketing machine Growth – Excel in chosen channel(s)
  38. 38. 38© 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
  39. 39. 39© 2015 Marketing Envy Method and process, not miracles Integrating the product into marketing Get traffic first Growth - “Hacking “
  40. 40. 40© 2015 Marketing Envy Growth - Hacking examples
  41. 41. 41© 2015 Marketing Envy The buzzwords : • Inbound • Content • Native ads Growth – Inbound and Content marketing – The buzzwords
  42. 42. 42© 2015 Marketing Envy Got a story to tell? Now it’s the time for PR Growth - PR – Should I start PR now?
  43. 43. 43© 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
  44. 44. 44© 2015 Marketing Envy Growth – Product – Optimize down the funnel
  45. 45. 45© 2015 Marketing Envy Growth - Marketing Manager: The Machine builder Yearly planning Yearly budget Build team Clear ROI goals Product feedback loop Innovate with channels
  46. 46. 46© 2015 Marketing Envy No managerial experience Lack of vision Can’t see beyond marketing Isn’t process driven Growth - Marketing Manager needed – Fire if
  47. 47. 47© 201 Marketing Envy Bye Bye Startup The Marketing Factory
  48. 48. 48© 2015 Marketing Envy Multi-product strategy Multi-market strategy Distributed team Refines story The Marketing Factory – the challenges
  49. 49. 49© 2015 Marketing Envy The Marketing Factory – CMO Strategic to the core Visionary Managers’ manager Branding experience International experience
  50. 50. © 2015 Marketing Envy 50 Thank you Now go and start marketing

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