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Building a Killer Marketing Program
The goal of this session:
Give you the tools and processes to build a marketing program
(and some tips on avoiding five ve...
About me: Consultant CMO and adviser for startups
Started Mansfield + Associates in 1992
Helped clients build an aggregate...
About me: Ways I help fast growth companies
Mentor
Consultant
CMO in a
Box
Co-founder
The old model
Support
sales
Advertising
PR
Trade
shows
Promotions
Collateral
How do you respond?
People & processes: Preparing for war with the right generals and troops
People & processes: Cover the bases in all key areas of marketing
Branding:
Positioning/messaging/id
entity
Social media P...
People & processes: Who should handle your marketing?
Entrepreneurial:
Best startup marketersare
pragmaticrisk-takers
Crea...
Mistake #1:
Overloadonstrategichelp
attheexpenseoftacticalsupport.
People & processes: People organization
People & processes: Asset organization
Brand experience
Goal: Develop a credible, distinctive platform that encourages engagement
Brand experience: Starting points
Not just about
cool-looking logos
Top down
definitionof purpose
Every touch point that
y...
Brand experience: Enter the Golden Circle
What?
How?
Why? We believe inchallengingthestatus
quo anddoingthingsdifferently
...
Mistake #2:
Thinkingthatbrandingstartsandends
withacoollogo.
HubSpot: http://goo.gl/v1vbk3
Wheretogonext:
User acquisition
Goal: Test and implement tactics that foster sustainable growth
Gender? Age? Income? Geography? Interests?Cars? Housing?
Pets? Idols? Fears?Aspirations? Religious?Clothes? Intelligence?
...
User acquisition: Defining the funnel
Acquisition: How do users find you?
Activation:Do users have a great first experienc...
User acquisition: Feeding the funnel
SEO/SEM Online ads
App store
optimization
Email marketing Social media Content market...
Mistake #3:
Tryingtobeeverywhere.
User acquisition: Key metrics
Important
• Engaged users
• Repeat vs first-time actions
• Time between actions
• Repeat act...
User acquisition: Automate the backend
https://goo.gl/BGS8UY
Wheretogonext:
https://goo.gl/klUNFe
http://goo.gl/Jb1bfQ https://goo.gl/jtk7vU
Partner development
Goal: Identify partners that can help with the heavy lifting
Partner development:Who can help you carry the load?
Synergistic
products?
Similaruserbase?
Trackrecordof
partnershipdeals...
Mistake #4:
Theworkisoverwhenthedealisdone.
Partner development: Optimizing partnerships
Understand your partner’s
operation, structure & team
Leverage their existing...
Market leadership
Goal:Usetraditionalmarketing tosupport user acquisition&partner development
Market leadership: Pick your programs
PR
Association
partnerships
Conference/events
Contentsyndication Analystactivities W...
Mistake #5:
Livinginabubble.
In conclusion: Cover the bases
Getorganized
Branding
User/customer
acquisition
Partner development Industry leadership
Where to go next
Peter Mansfield: peter@cmo.la
Scheduleaone-on-onemarketing session:
Calendly.com/petermansfield
Marketing for Startup: Building a Killer Marketing Program
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Marketing for Startup: Building a Killer Marketing Program

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If you’re looking for the tools and processes you need to build, review, and refine your startup marketing program, check out this deck from Peter Mansfield, Founder of CMO.LA and Early Growth Financial Services (www.earlygrowthfinancialservices.com).

Topics include these 4 key areas:
— BRAND EXPERIENCE – hint: it’s about more than just logos
— USER ACQUISITION – identifying key metrics and tactics that will foster sustainable growth, consistently feeding your funnel
— PARTNER DEVELOPMENT- who can help you do the heavy lifting?
— MARKET LEADERSHIP – using marketing to build credibility and support your end goals

Published in: Marketing
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Marketing for Startup: Building a Killer Marketing Program

  1. 1. Building a Killer Marketing Program
  2. 2. The goal of this session: Give you the tools and processes to build a marketing program (and some tips on avoiding five very common mistakes)
  3. 3. About me: Consultant CMO and adviser for startups Started Mansfield + Associates in 1992 Helped clients build an aggregate market value of close to $5 billion Played a founder's role in successful startups including Brand3 (sold to American Express), PropertyBridge (sold to MoneyGram). Wallaby Financial (sold to BankRate) Supported marketing and fund-raising programs with VCs and angels for over 100 companies
  4. 4. About me: Ways I help fast growth companies Mentor Consultant CMO in a Box Co-founder
  5. 5. The old model Support sales Advertising PR Trade shows Promotions Collateral
  6. 6. How do you respond?
  7. 7. People & processes: Preparing for war with the right generals and troops
  8. 8. People & processes: Cover the bases in all key areas of marketing Branding: Positioning/messaging/id entity Social media PR Website/blog/content/in bound SEM/SEO/app store optimization UI/UX, user testing, flows Biz dev support (collateral, presentations, video etc. Events/conferences Investor relations
  9. 9. People & processes: Who should handle your marketing? Entrepreneurial: Best startup marketersare pragmaticrisk-takers Creative andrelentless: Need to figure out practical waysof driving growth Disciplined: Followa processof prioritizingideas Collaborative: Alignsales,customer support, product development Balanced: Ego takes a back seat to company goals
  10. 10. Mistake #1: Overloadonstrategichelp attheexpenseoftacticalsupport.
  11. 11. People & processes: People organization
  12. 12. People & processes: Asset organization
  13. 13. Brand experience Goal: Develop a credible, distinctive platform that encourages engagement
  14. 14. Brand experience: Starting points Not just about cool-looking logos Top down definitionof purpose Every touch point that you have with customers Organizationalculture and behavior Don’t rely solely on in-house branding Measure for success
  15. 15. Brand experience: Enter the Golden Circle What? How? Why? We believe inchallengingthestatus quo anddoingthingsdifferently Our products are beautifully designed andeasy touse Products liketheiPhone
  16. 16. Mistake #2: Thinkingthatbrandingstartsandends withacoollogo.
  17. 17. HubSpot: http://goo.gl/v1vbk3 Wheretogonext:
  18. 18. User acquisition Goal: Test and implement tactics that foster sustainable growth
  19. 19. Gender? Age? Income? Geography? Interests?Cars? Housing? Pets? Idols? Fears?Aspirations? Religious?Clothes? Intelligence? Conservative?Favoritecolors? Role models? Entertainment? User acquisition: Know thy user
  20. 20. User acquisition: Defining the funnel Acquisition: How do users find you? Activation:Do users have a great first experience? Retention: Do users come back? Revenue: How do you make money? Referral: Do users tell others?
  21. 21. User acquisition: Feeding the funnel SEO/SEM Online ads App store optimization Email marketing Social media Content marketing Affiliate PR Partner marketing
  22. 22. Mistake #3: Tryingtobeeverywhere.
  23. 23. User acquisition: Key metrics Important • Engaged users • Repeat vs first-time actions • Time between actions • Repeat action probability • Customer lifetime value (LTV) • Customer acquisition cost (CAC) Not so Important • Registered users • Downloads • Page views
  24. 24. User acquisition: Automate the backend
  25. 25. https://goo.gl/BGS8UY Wheretogonext: https://goo.gl/klUNFe http://goo.gl/Jb1bfQ https://goo.gl/jtk7vU
  26. 26. Partner development Goal: Identify partners that can help with the heavy lifting
  27. 27. Partner development:Who can help you carry the load? Synergistic products? Similaruserbase? Trackrecordof partnershipdeals? Goodacquirer?
  28. 28. Mistake #4: Theworkisoverwhenthedealisdone.
  29. 29. Partner development: Optimizing partnerships Understand your partner’s operation, structure & team Leverage their existinginternal & external communication channels Give them ongoing reasons to stay engaged Stay as close to the frontlineas possible
  30. 30. Market leadership Goal:Usetraditionalmarketing tosupport user acquisition&partner development
  31. 31. Market leadership: Pick your programs PR Association partnerships Conference/events Contentsyndication Analystactivities Webinars/roadshows
  32. 32. Mistake #5: Livinginabubble.
  33. 33. In conclusion: Cover the bases Getorganized Branding User/customer acquisition Partner development Industry leadership
  34. 34. Where to go next Peter Mansfield: peter@cmo.la Scheduleaone-on-onemarketing session: Calendly.com/petermansfield

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