Various marketing roles in the startup and tech ecosystem. For the college grad who is confused about which career to pursue or how to break into a growth hacking, digital or data-driven role.

1. STARTUP MARKETING
FOR THE COLLEGE GRAD
@sydneylai

2. @sydneylai
About Me
Passionate: the sociology behind marketing
Currently: marketing manager
Background: banking, VC, startups
Fave emoji: “Creepy Murderer Stalker”

3. Why Should You Care?

4. Unimpressed by marketers

5. They don’t understand
How vs. What

6. What we think marketing is

7. What we didn’t realize was marketing

8. What I didn’t know when I started
Differences between:
➤ B2B vs B2C
➤ Startup vs Tech Company
➤ Generalist vs Specialist
➤ Marketing Manager:
➤ content marketer
➤ social media manager
➤ ads manager
➤ community manager
➤ email marketer
➤ product marketer
➤ Trends: “growth-hacker”, “data-driven”

9. B2C v. B2B

10. Strategies align with industry
Type of business >> Acquisition channel
Publishing >> FB, SEO, email
E-commerce >> paid social, adwords, IRL
Social network/B2C app >> social/IRL/internal virality
Consulting,Freelance >> Public speaking
SaaS >> all of the above!
Enterprise companies >> partnerships, board members

11. Startups v. Tech Companies

12. Generalist v. Specialist

13. Marketing Managers
Inbound Marketing Manager
Social Media/Community Manager
Blog Manager
Content Marketing Manager
SEO Manager
Email Marketing Manager
Product Marketing Manager
Paid Marketing Manager
Public Relations/Media Relations Manager
"Data-driven Marketer”
"Growth-hacker"

14. What I do as a marketer

15. What I do as a social media manager
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16. What I do as an inbound marketer

17. What I do as an email marketer

18. Tools I’ve used
Email: Mailchimp
Social: Buffer, Hootsuite
Analytics: Google Analytics, Mixpanel
A/B testing: Optimizely
Landing Pages: Unbounce
Operations: Asana, Trello, Gantt charts
Design: Canva, Sketch
Coded templates: html, css, js
Sales Integration: Salesforce
Marketing tool: Hubspot
Golden nugget: Excel Spreadsheet

19. What makes a good marketer?
Stay relevant. Learn newest marketing techniques
Be shady. Jk but do think outside the box
Gooooalllllll. Be metric/goal driven

20. Growth Study
Mint.com (acquired in 2 years)
9 month pre-launch strategy
Lots of written content and infographics to be shared on Reddit, Digg, Facebook, etc
Q&A w/finance bloggers (or tech journalists with a big reach)
Email box at the end of every single blogpost - acquired 20k-30k emails
To get Mint first, bloggers put the “I want Mint” badge on their blog
Founders spent one week out of every two months on a press tour (They hired a PR agency to
help w/this, but you can do press w/out) - PR sometimes added 20K signups a day post-launch
“Mint answers” section answered questions about finance (by experts)
SEO “For every popular finance query on Google, we had a page and content for it, and iterated
landing pages to optimize conversions”
Cost of user acquisition was under $1

21. Q&A

22. Find slides shared here
@sydneylai