5 Things Startup Marketers Can Teach Big Companies: 1) Startup marketers view marketing as owning the entire customer lifecycle rather than just lead generation for sales. 2) They focus on lifetime customer value rather than just individual deals. 3) They use agile marketing practices like rapid testing and iteration. 4) Marketing is integrated across functions like product and engineering rather than isolated. 5) Startup marketers rely heavily on real-time data to inform decisions rather than opinions.

1. 5 Things Startup Marketers Can Teach
Big Companies
April Dunford
Managing Director RocketScope
rocketscope.com
@aprildunford

2. About Me: April Dunford
Startup Marketing:
– Janna Systems (Acq. by Siebel $1.3B), DataMirror (Acq. by IBM), KL
Group (Acq. by Quest), Watcom (Acq. by Sybase), Infobright
Big Companies:
– IBM (Global head of II Marketing, launched, grew to $250M), Siebel
(Global Marketing Fin Serv. Solutions, $800M), Huawei (Global
Enterprise launch $1 - $4B)
RocketWatcher:
– Startup marketing blog
Communitech:
– Entrepreneur in Residence
RocketScope:
– Marketing best practices for high growth

3. Once Upon a Time…
Big Companies did all the “Great Marketing”

4. So startups did big company marketing
(badly)
Big Company Startup
Full page print ads Quarter page print ads
Gigantic trade show booth at the Tiny trade show booth by the toilet
entrance
The 40 city roadshow The 5 city roadshow (that did not
stop in NYC)
Press Releases – covered in WSJ Press Releases – covered in the
local paper (Hi Mom!)
Sponsor a Formula1 car Sponsor a local motocross racer
Television ads Feel depressed about TV

5. Then the World Changed
(thank goodness)

6. Customers Changed
They noticed that
marketing sucks
– Untargeted
– Interrupt-driven
– Way too pushy
They avoid vendors
– They talk to each other
– They would sooner talk
to a stranger than a
vendor
We are experts at ignoring marketing
Graphic by Marketoonist: http://tomfishburne.com/2012/10/innovation-worth-sharing-two-day-workshop-in-dubai.html

7. Startups Changed
New Business Models
– SaaS, freemium, ad/sponsorship supported, data as
the product, Crowdfunding
New Operational Models
– Lean Startup, Agile Development, Crowdsourcing
Steve Blank: “Startups are not smaller
versions of big companies”

8. Marketing Changed
Old New
Big Community, Big
Big Budget, Big Impact
Impact
Push Marketing Pull Marketing
Spray and Pray Target, Measure, Improve
Authority Authenticity
Control Collaboration
Paid Media Earned Media

9. Change is Harder for Big Companies
Deep expertise in the old stuff
Executives are not digital-savvy
Low risk tolerance (a lot to lose)
Cross-silo collaboration is very
hard
Long planning cycles
"In times of rapid change, experience is your worst
enemy.” – J Paul Getty

10. 5 Things Startup Marketers Can Teach
Big Companies

11. 1/ Marketing Eats Sales
In the good ol’ days, Sales had it under control….
Sales
Nobody
No
Need Eval Buy Enjoy Renew
need
Cust. Serv.

12. 1/ Marketing Eats Sales
Marketing Owns the Customer Lifecycle
Sales/ Cust. Serv./
Marketing Marketing Marketing Marketing
No
Need Eval Buy Enjoy Renew
need
Marketing Must be Accountable for Revenue

13. 2: Lifetime Value Vs. “Deals”
SaaS/Subscription-based business
models are based on lifetime value
of a customer
Activation, Retention, Renewal and
Referral are critical
This thinking is moving into non-
SaaS businesses
The rise of the “Customer Success”
team
Customer Success is Business Success
From David Skok, Matrix Partners: forentrepreneurs.com

14. 3: Agile + Marketing = Results
Less focus on long term planning
Breaking into smaller projects
Focus on functioning output
Allows for changing requirements
Cross-functional teams
Publically commit to goals
Daily standup meetings
Agile makes Marketing Results-Focused

15. 4: Marketing is no longer a Department
Cross-functional including:
– Product, Development, IT, Sales,
Customer Service
What this enables
– Fast hacking of customer acquisition
channels
– Marketing baked into product
– Fast iteration of landing pages, content,
messaging
The term “Marketing” has branding baggage

16. 5: Data = Speed
Startup Marketers execute,
measure, analyze, iterate
No Tools? Hack it.
Real time data (or as close as we
can get)
Visibility into what’s working and
what isn’t right now
Data quickly trumps opinions

17. Revenue accountability New Phases of Marketing Maturity
Marketing Machine
Predictable
marketing
Building an Engine revenue
Building a performance
pipeline model
Dashboards
Experimenting
Some metrics
Some revenue
accountability
Fluff
Unmeasured
branding &
awareness
Agility

18. Thanks!
Marketing Best Practices:
RocketScope.com
Startup Marketing:
RocketWatcher.com
Twitter: @aprildunford
Email: April@rocketscope.com