Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Startup Marketing 101

5,231 views

Published on

It covers the concept of customer development, product/market fit, and the phases of marketing for a startup. I gave this presentation on March 29, 2010 as the keynote presenter at DemoCamp Toronto.

Published in: Business

Startup Marketing 101

  1. 1. Startup Marketing<br />April Dunford @aprildunford<br />
  2. 2. My Background<br /><ul><li>Big Companies
  3. 3. IBM (Launch and growth of InfoSphere, 5 acquisitions)
  4. 4. Siebel (Global Marketing Financial Services)
  5. 5. Nortel (head of incubation)
  6. 6. Startups
  7. 7. Infobright ($8M raise)
  8. 8. DataMirror (exit to IBM)
  9. 9. Janna Systems ($1.8B exit to Siebel Systems)</li></ul>2<br />
  10. 10. What’s a Lean Startup?<br />customer development<br />low cost / <br />open source or free tools<br />Agile development<br />methodology<br />3<br />
  11. 11. Customer Development<br />Test offering assumptions<br />Validate minimal feature set works for certain markets<br />Making sure your product doesn’t suck<br />4<br />
  12. 12. Assumptions<br /><ul><li>Product – IP, TCO, Dependencies
  13. 13. Customers – problems, ROI, buying process, environment, buying units
  14. 14. Sales channels/pricing
  15. 15. Demand Creation
  16. 16. Market Type – new vs. existing
  17. 17. Competitive</li></ul>5<br />
  18. 18. What is Product/Market Fit?<br />Finding a match between product and market<br />You’ll need:<br /><ul><li>First hand customer knowledge
  19. 19. Market research
  20. 20. Customer/competitor crystal ball</li></ul>6<br />
  21. 21. Not all Markets are Equal<br /><ul><li>Size Matters
  22. 22. Bottom up vs. Top Down
  23. 23. Look at the adjacent markets</li></ul>7<br />
  24. 24. How Do I Know if I’ve Got It?<br />Net Promoter Score:<br />“Would you recommend this product to a friend?”<br />survey.io:<br />“How would feel if you could no longer use [product]?”<br />8<br />
  25. 25. Phases<br />Preparation<br /><ul><li>Content
  26. 26. Email gathering
  27. 27. Relationships</li></ul>Tuning<br /><ul><li>Ecosystem
  28. 28. Economics
  29. 29. Pipeline Tuning
  30. 30. Visibility Foundation
  31. 31. Message</li></ul>Investment<br /><ul><li>Channels
  32. 32. Lead Gen
  33. 33. PR
  34. 34. Staff</li></ul>9<br />
  35. 35. Pre-Product Marketing<br /><ul><li>Content: Blog, articles, ebook, white papers, etc.
  36. 36. Email gathering: Landing pages, widgets/badges & rewards, contests
  37. 37. Relationships: prospect, media, influencer</li></ul>You are an expert in your domain<br />10<br />
  38. 38. Before You Scale<br /><ul><li>Ecosystem
  39. 39. Economics
  40. 40. Pipeline Tuning
  41. 41. Messaging
  42. 42. Visibility Foundation</li></ul>Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln<br />11<br />
  43. 43. Ecosystem & Economics<br /><ul><li>Training/Documentation
  44. 44. Customer Service and Support
  45. 45. OEM software
  46. 46. Pricing
  47. 47. Sales Channels and Distribution</li></ul>12<br />
  48. 48. Pipeline Tuning<br />Maximize the effect of every $ spent<br /><ul><li>Key metrics and A/B testing your brains out:
  49. 49. Website
  50. 50. Offers
  51. 51. Signup process
  52. 52. Trial/free version
  53. 53. Messaging (we’ll come back to this)</li></ul>13<br />
  54. 54. Visibility Foundation<br />How do non-users observe that others are using?<br />Product features<br />Shareable content<br />Referrals and Incentives<br />Reviews/Awards<br />References/success marketing<br />14<br />
  55. 55. Messaging<br />Highlight differentiated value for your segments<br />Tell me what you do<br />Benefits (not features)<br />Stories – memorable, relevant, results<br />Objections/Reassurances<br />15<br />
  56. 56. This is what we do!<br />16<br />
  57. 57. Here’s the value to you<br />17<br />
  58. 58. Reassure, Handle Objections<br />18<br />
  59. 59. Invest<br /><ul><li>Sales/Distribution channels
  60. 60. lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content
  61. 61. Marketing staff
  62. 62. PR (when it makes sense)</li></ul>19<br />
  63. 63. Moving into New Segments<br />Timing is Important<br />Validate New Assumptions<br />20<br />
  64. 64. You can Lose Product/Market Fit<br />Markets aren’t Static<br />Customer Service<br />Don’t Kill the Love<br />21<br />
  65. 65. Phases<br />Preparation<br /><ul><li>Content
  66. 66. Email gathering
  67. 67. Relationships</li></ul>Tuning<br /><ul><li>Ecosystem
  68. 68. Economics
  69. 69. Pipeline Tuning
  70. 70. Visibility Foundation
  71. 71. Message</li></ul>Investment<br /><ul><li>Channels
  72. 72. Lead Gen
  73. 73. PR
  74. 74. Staff</li></ul>22<br />
  75. 75. Thanks!<br />@aprildunford<br />aprildunford@gmail.com<br />RocketWatcher.com<br />23<br />

×