This workshop was first given at SXSW 2015 as “Advanced Brand and Marketing for Early Stage Companies”. It explains how to evaluate the market and build a framework for creating a best in class marketing group.
Keep in mind this was presented as a workshop with a lot of the slides spoken over. So you may miss some context.
5. This workshop was first given at
SXSW 2015 as “Advanced Brand and
Marketing for Early Stage Companies”.
The Example of SaaS was chosen as
an economic model to explore with
and these slides were the guide we
used to explain the topics.
@tnpuig @pauliedery #AdvBrand
7. Two kinds of SaaS business:
MRR
Those with primarily monthly contracts, with some longer term contracts. In this
business, the primary focus will be on MRR (Monthly Recurring Revenue)
ARR
Those with primarily annual contracts, with some contracts for multiple years. Here the
primary focus is on ARR (Annual Recurring Revenue), and ACV (Annual Contract
Value).
this section via David Skok
8. There is two things a SaaS should
focus on.
@tnpuig @pauliedery #AdvBrand
22. Rich people always had books, music,
clean clothes. Disruptive innovation
made these things available to many
more people.
(Andreesen)
23. Printing press disrupted books from
scribes; recorded music disrupted live
concerts in homes, washing machines
disrupted live-in maids.
(Andreesen)
24. A new product for a previously
underserved market it is typically
cheaper than existing product.
(Andreesen)
http://venturebeat.com/2014/12/02/marc-andreessen-teaches-startups-what-disruption-is-really-
about-in-17-tweets/
32. CASE STUDIES
BirchBox
Delivers a box of beauty samples each
month to your door for $10 - 30 a
month.
@tnpuig @pauliedery #AdvBrand
33. CASE STUDIES
Hubspot
Provides a cloud service for inbound
marketing that acts as an all in one
technical marketing tool for $200 –
2500+ a month.
@tnpuig @pauliedery #AdvBrand
34. Activity:
For the three companies you chose
answer these three questions.
@tnpuig @pauliedery #AdvBrand
35. The Experience
Exchange
Marketing cannot make your
product better.
What the brand says and what
the brand does must be ONE.
Match culture to brand essence
Does your product
deliver on what your
marketing says it
does?
YES
MOVE
ON
NOPE
43. STARTING WITH SOCIAL
Social is a great place to start.
A low entry barrier to build your brand.
Your singular focus comes through in social.
You mightn’t have a million followers, but your singular purpose comes through.
4
3
44. For years, we’ve one had
one figurehead
broadcasting to many
people.
52. 03
Talk to your
followers like they
are your friends.
A good friend
doesn’t try to sell
you, they help you.
53. 04
No need to be
always on,
but do be
always relevant.
54. SUCCESSFUL CONTENT
IS ALL ABOUT CONTEXT.
Who will see it? When will they see it?Where does it live?
These are the questions that will help us reach the audiences we want with the messages
we want them to see (and the messages they want to see from us).
57. SEO – For a start up only five things
mostly govern position.
1. Domain authority
2. High quality of inbound links
3. High quantity of inbound links
4. High quality page content
5. Site speed
@tnpuig @pauliedery #AdvBrand
58. Instead of going into channels deeply
here is some tips and tricks.
@tnpuig @pauliedery #AdvBrand
59. Earned media often refers to “PR” or
getting someone to write about you.
@tnpuig @pauliedery #AdvBrand
60. Only two things cause narrative in the
press: Controversy or Novelty
@tnpuig @pauliedery #AdvBrand
64. Social Paid
Useful but limited budgets should be
saved for blowing up your earned
media wins.
@tnpuig @pauliedery #AdvBrand
65. YouTube Paid
Wonderful for marketing directly to
niche’s on specific channels. But
watch your budget.
@tnpuig @pauliedery #AdvBrand
66. Affiliates…. Explore them. Can run 10-
30% of revenue acquired. But
remember they are motivated by
payout. Think lead generation
mercenaries for hire.
@tnpuig @pauliedery #AdvBrand
73. Now that we’ve the applied simplicity filter
to the product.
Now that you’ve found your niche.
We need to communicate.
@tnpuig @pauliedery #AdvBrand
75. THE BRIEF
CUSTOMER BRAND MESSAGE
What does
the customer
want?
What does
the product
deliver?
What do you
want to say?
76. THE BRIEF – BIRCH BOX
CUSTOMER BRAND MESSAGE
It’s a big
investment to
try out
different
products.
A little
sample every
month based
on your
preference.
The
smartest
way to shop
for beauty
and
grooming.
77. THE BRIEF – HUB SPOT
CUSTOMER BRAND MESSAGE
Inbound
marketing is
really $ and
very technical
for my SMB.
A suite of
tools that
cheaply lets
you grow
your SMB.
Let us handle
the hard
things so you
can focus on
what you do.
81. SaaS Marketing in a start up primarily
consists of three activities.
1. Acquisition
2. Sales Enablement
3. Customer Nurture
@tnpuig @pauliedery #AdvBrand
83. THE MODERN MARKETING DEPARTMENT
Strategy Creative
Comms Data
KPIs and OKRs
Research
Positioning
A/B Testing Plans
International
Copy (selling)
Content (informing)
Design (emotion)
Public Relations
Community Relations
Analyst Relations
Social
Ad Campaign Planning
Analytics
Lead Evaluation
Conversions and ROI
Organic Search Rank Reports
Evaluating and Enacting A/B
Tests
Each group will need
to use both online and
offline channels to
perform their
functions.
87. Digital Ecosystem
Branding and content
must feel consistent
across all channels that
exist within the digital
ecosystem
PAID SOCIAL
CONNECTIONS CONTENT DRIVEN
Ad Networks
Partner Programs
Sponsorship
Facebook
Twitter
Google+
Marketers
“In the Wild”
Events
SEO
Blog
Newsletter
PR
88. Site Activities
RESEARCHING WORKING PARTICIPATING CONNECTING
Audience Users looking
for a solution
Existing Customers Community and
Activity Owners
Stakeholders
Industry Participants
/ Special Interest
Groups
Relevant Content Service Benefits
FAQ
Contact
Product Mix
Offers
Testimonials
Support
Login
Resources
Platform Status
Blog
White Papers
Case Studies
News
Social
About the Company
Careers
Contact
Team
News
Social
89. Strategy
It is broken up into seven key activities:
1) KPIs and OKRs
2) Audience Research
3) Channel Research
4) Messaging and Positioning
5) Strategic Planning
6) A/B Testing Plans
7) International territory management
Each group will need to use both online and offline channels to
perform their functions.
90. CREATIVE
COPY (Selling)
1) Ads
2) Landing Pages
3) Brochures
4) Product
Descriptions
Content (Informing)
1) Blog Posts
2) E-books
3) Podcasts
4) Infographics
5) Webinars
Design (Emotion)
1) Brand Guidelines
2) Amazing Company Swag
3) Quality Control of All External
Assets
4) Build of Assets for Ad Network
91. Communications
It is broken up into eight key activities:
1) Public Relations
2) Publicity
3) Government Relations
4) Community Relations
5) Analyst Relations
6) Social Influencer Relations
7) Speaker Pitches
8) Ad Campaign Planning
92. Data
It is broken up into nine key activities:
1) Analytics
2) Lead Evaluation
3) Media Hits and Readership Reporting
4) Sales Numbers Following Ad Campaigns
5) Conversions and ROI
6) Follower Growth
7) Negative SEO Checks
8) Organic Search Rank Reports
9) Evaluating and Enacting A/B Tests
Editor's Notes
One Cash flow
If you don’t have users or cash. No have no business
-new products, new choices, for more people
Not a bad thing
We’re talking humans – which cost but create loyalty
Low level isn’t bad especially with technology. But can be bad, as phone jail
It affects multiple channels, support, social, events
Visiable army
Discovering new beauty products is time consuming and difficult
Fashion forward professional women
Low
Inbound marketing was expensive and high technical barrier to entry
SMB
High
Maybe share a company from audience. Three people called.
Where—channel, as well as context within that channel (ads, newsfeed, promoted trends, etc)
Who—their relationship with our brand (new to cruise? New to royal? Brand advocate?)
When—not just time of day/year, but customer journey
If you don’t have users or cash. No have no business
If you don’t have users or cash. No have no business
If you don’t have users or cash. No have no business
If you don’t have users or cash. No have no business
If you don’t have users or cash. No have no business
If you don’t have users or cash. No have no business
If you don’t have users or cash. No have no business
If you don’t have users or cash. No have no business
Non perfomrnt but protect your brand
Still useful but on limited budget save for blowing up earned media wins
Target niche visuals
Talk about how they will switch for a better deal.