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Marketing for startup founders

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Topic: Marketing for Startups
- How founders should go about marketing at initial days
- Things founders can do without a marketing team
- When and how to hire the right marketing team
- How to set the right goals/ targets for marketing teams
- Getting sales and marketing to work together

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Marketing for startup founders

  1. 1. MARKETING FOR STARTUPS Parth Mukherjee Head of Marketing Jifflenow @parthsm
  2. 2. @parthsm STATUTORY WARNING The “shizzle” here is based on my own experience. Complete replication may be injurious to health. Asking tough questions, doubly so.
  3. 3. @parthsmMY EXPERIENCE Marketing strategy / execution 8 Marketing team development 6 Product Marketing 4 Services Marketing 4 Startups 2. 5 SaaS 2. 5
  4. 4. @parthsmWHAT WE’RE TALKING TODAY • How founders should go about marketing at initial days • Things founders can do without a marketing team • When and how to hire the right marketing team • Setting the right goals targets for marketing teams • Getting sales and marketing to work together
  5. 5. THINGS FOUNDERS CAN DO WITHOUT MARKETING @parthsm 10
  6. 6. ONE. GETAGOOD WEBSITE @parthsm
  7. 7. TWO. SAY NO TO SPAMMING @parthsm
  8. 8. THREE. BLOG OR GET BLOGGED @parthsm
  9. 9. FOUR. GET RICH WITH MEDIA @parthsm
  10. 10. FIVE. LOGO & BRAND IDENTITY @parthsm
  11. 11. SIX. GET REFERRED Nielson study: • 92% trust referrals from people they know • 4X more likely to buy if referred by a friend • Non-cash incentives perform 24% better than cash • Referral customers have 16% higher LTV • 83% willing to refer but 29% do @parthsm
  12. 12. SEVEN. BUILD YOUR STORY, WITH CARE @parthsm
  13. 13. EIGHT. BE SOCIAL @parthsm
  14. 14. NINE. RESEARCH @parthsm
  15. 15. TEN. METRICS & DASHBOARDS @parthsm
  16. 16. ELEVEN. BONUS! GET QUALITY ADVICE @parthsm
  17. 17. BRINGING MARKETING ON BOARD @parthsm
  18. 18. WHEN? @parthsm If you can rope in a Sales / Marketing Co-Founder, nothing like it. If not, this is the best place to start thinking about it Will need a whole team here
  19. 19. WHEN? @parthsm Things to consider: • Nature of business (B2B vs. B2C)
  20. 20. WHEN? @parthsm Things to consider: • How long can you (or any co-founder) DIY?
  21. 21. WHEN? @parthsm Things to consider: • How much can you afford to burn (CMO / Specialist / Agency and Funded vs. Bootstrapped)
  22. 22. WHEN? @parthsm Things to consider: • What are your near-term goals (driving web traffic vs. grabbing a few, large brands)
  23. 23. HOW? @parthsm BIZ NEEDS Demand-gen Product Marketing Customer Comm. DECIDE - Big Co. / Startup Experience? - Team builder / Individual Contributor - Salary / Equity LOOK FOR Cultural fit Data orientation Communication Team player (esp. with Product & Sales)
  24. 24. SETTING GOALS / TARGETS @parthsm SHORT TERM: • 30-day Goals • Per Day Email • Marketing Strategy LONG TERM: • OKRs • Campaign specific goals • Dashboards
  25. 25. OKRS with an example @parthsm COMPANY OKRs O 1. Establish Rahageer as a travel portal with a difference KR 1. 20K total users with 75% of the customers with multiple bookings KR 2. 10K customers using price lock feature . . O 2. Grow avg. monthly searches by 4X and bookings by 2.5X KR 1. Achieve bookings of $6 Mn KR 2. Increase website visitors by 8X . . O 3. . . .
  26. 26. OKRS with an example @parthsm COMPANY OKRs O 1. Establish Rahageer as a travel portal with a difference KR 1. 20K total users with 75% of the customers with multiple bookings KR 2. 10K customers using price lock feature . . O 2. Grow avg. monthly searches by 4X and bookings by 2.5X KR 1. Achieve bookings of $6 Mn KR 2. Increase website visitors by 8X . . O 3. . . . POSITION WEB CONVERSIO N WEB CONVERSIO N WEB USAGE WEB VISITS
  27. 27. OKRS with an example @parthsm MARKETING OKRs O 1. Position Rahageer as a travel portal with a difference KR 1. 20 online press articles with at least 10K views each KR 2. 5 videos on YT with at least 15K views each . O 2. Grow avg. monthly web visits by 8X KR 1. Implement SEM campaigns to increase paid search visits by 10X KR 2. Optimize webpages to increase organic search visits by 6X . O 3. Improve web design and user experience with product team KR 1. Reduce bounce rate by 30% KR 2. Ensure 75% users click on price lock feature . O 4. Convert at least 35% of website visitors KR 1. Retarget and convert 40% of users who leave website . POSITION WEB CONVERSIO N WEB USAGE WEB VISITS
  28. 28. OKRS with an example @parthsm MARKETING DASHBOARD $ invested Visitors Bounce Time Spent Searches Conversion $ Booked CAC Website Direct Referral Source 1 Search Organic Ads Social Facebook Twitter LinkedIn Blog Emails Mass Mail LinkedIn Ads GDN Retargeting
  29. 29. GETTING SALES & MARKETINGTO WORKTOGETHER @parthsm • Joint OKRs • Lead / User scoring standards • Compensation • Join planning • Daily / weekly metrics based discussions • Relationship building • Commonly agreed SLAs • Mix em’ up
  30. 30. THANKS FOR LISTENING QUESTIONS? @parthsm

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