The Art and Science of Finding Customers for Your Startup
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In this session Chris Franks, Head of Growth for Schoolrunner talks through the philosophy of the Growth approach to sales and marketing.
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The Art and Science of Finding Customers for Your Startup
- 1. FINDING CUSTOMERS FOR YOUR STARTUP THE ART AND SCIENCE of chris franks @cefranks
- 2. Marketing strategy has evolved more quickly in the past five years than it did in the past five hundred. For centuries, print advertising and mass media dominated until the internet changed everything, creating opportunities to craft unique customer journeys on an ever-larger palette of platforms… The State of Marketing Leadership LinkedIn + Salesforce https://www.exacttarget.com/sites/exacttarget/files/smc- marketingleadershipreport_web.pdf “ ”
- 12. #1 You’re Wrong
- 14. The New Rules of
- 16. #2 Think Small
- 19. MATRIX TEST 1 Audience 1 Audience 2 Audience 3 Ad 1 1.2% 0.09% 2.2% Ad 2 2.1% 1.8% 1.4% Ad 3 6.2% 2.1% 0.9%
- 20. #3 If you Can’t Measure It, It Didn’t Happen
- 21. NO!
- 27. #4 All Marketing is Content Marketing
- 28. #4a All Sales is Content Sales
- 29. of a buying decision is made before they talk to a human being* 80% *Statistic is not sourced. It’s just something I heard some place and is likely bullshit.
- 33. #5 The moment you figure it out…it changes
- 34. Growth is a process not a destination enjoy the journey
- 38. TOOLS
- 42. GROWTH’sTRINITY
- 43. MicroTargeting
- 46. Analytics 2% 10% 7% 2% Conversion Ratios
- 47. B+
- 48. SMALLTESTS
- 49. TheRules 1) Defineyourquestion 2) Createahypothesis 3) Designyourtest 4) CREATE Limits(Time) 5) ExecuteTest 6) ReviewResults 7) Repeat
- 51. A B
- 52. multivariant 1 2 A A1 A2 B B1 B2
- 55. TACTICS
- 56. IDEA
- 57. The only thing you need to be an entrepreneur is a GREAT idea and the guts to go after that idea! Chris Franks 2005 “
- 58. DUMB
- 64. email@email.com
- 67. email@email.com
- 69. GROWTHVOODOO
- 71. Top of the Funnel CLOSING SALES LEAD GENERATION Middle of Funnel QUALIFIED LEADS Bottom of Funnel
- 72. WATERSLIDE
- 73. VISITS CONVERSION INTERACTION (people click around) PERSONA WATERSLIDE
- 75. CONVERSION Targeted Content Landing Page GUIDED INTERACTION (people click around)
- 76. CONVERSION Targeted Content Landing Page GUIDED INTERACTION (people click around)
- 79. WHY AM I HERE?
- 80. The Whip and The Chair The classic image of a lion tamer is one of the entertainer holding a whip and a chair. The whip gets all of the attention, but it’s mostly for show. In reality, it’s the chair that does the important work. When a lion tamer holds a chair in front of the lion’s face, the lion tries to focus on all four legs of the chair at the same time. With its focus divided, the lion becomes confused and is unsure about what to do next. When faced with so many options, the lion chooses to freeze and wait instead of attacking the man holding the chair. “ http://jamesclear.com/how-to-focus
- 81. The only thing you need to be an entrepreneur is a GREAT idea and the guts to go after that idea! Chris Franks 2005 “
- 84. VISITS CONVERSION INTERACTION (people click around) HUMANS (OR VERY SMART ROBOTS)
- 85. VISITS CONVERSION INTERACTION (people click around) HUMANS (OR VERY SMART ROBOTS)
- 87. Top of the Funnel CLOSING SALES LEAD GENERATION Middle of Funnel QUALIFIED LEADS Bottom of Funnel