This document discusses data-driven marketing strategies and lessons learned. It provides examples of how spending $150k yielded zero customers due to focusing on new features rather than users. Other strategies discussed include defining buyer personas, comparing lead generation methods like trade shows, advertising, cold calls, and affiliates. The importance of storytelling, content marketing, and job-based marketing are emphasized. Data-driven tactics like retargeting and look-alike audiences are presented as effective ways to gain 15,000 clients with no marketing budget. The key takeaways are to solve real problems, focus on content and mission, and innovation is an ongoing process.

1. Data-Driven Marketing.
TRUE STORY KRISTINA POTOTSKA

2. How we spent $150K to get 0
customers
!
🏄
🏄
!
!

3. We created a product

4. WHAT WE SHOULD DO 👀
“…write code and talk to users…”

5. WHAT WE DID
“…started to add new features…
making product way more complicated”

6. SMB
eCommerce
USA
$$
$ $

7. 50 clients
$55 ARPU
📈
Business model:
Monthly subscription

8. We raised $300,000
!
🏄
🏄
!

9. SMB
eCommerce
USA
😱😱
😱 😱

10. Buyer Persona.
👫👫👫

11. Job role
Company Industry
Size of the company
Responsibilities
Skills to do the job
Biggest challenges
Personal background

12. TRADE SHOWS:High amount of leads
High quality leads
Expensive

13. ADVERTISING:HUGE amount of leads
Lower quality leads
Expensive

14. COLD CALL &
EMAILS:
Small amount of leads
Low quality leads
Cheap

15. AFFILIATES:Small amount of leads
Average quality leads
Cheap

17. THE Takeaways:
✓ Advertising is expensive. It shouldn’t be your
#1 marketing channel
✓ Focus. Focus. Focus
✓ Know how to spend money, before you raise
them

18. How gained 15,000 clients with NO
marketing budget
!
🏄
🏄
!
!

19. SMB
eCommerce
USA
$$
$ $

20. Products don’t match people….
they match problems…
👌

21. Job Based
Marketing
• Send emails to customers
• Advertise products
• Deliver package from A to B fast
• Get face to face call with the
colleague from New York

22. Define your real competitors…
👀

23. VS

24. VS

25. •Why customers buy your product?
• Why they don’t?
• Which pain points our clients have?
• Are there any other products that solve the problem
better than we do?

26. The most important is to
tell your story…

28. “And you’re done”
“Think different”
“Just try using another search engine”

29. “ 1,000 songs in your pocket”

30. 101 guides
How-to articles
Step-by-step guides
A/B testing results and experiments
New features overview
Free sharable content
BLOG

31. Sign up for the updates of the
related topics
Reply to relevant questions
Do not try to sell anything, just show your
expertise
Forums

32. Join groups and communities
Post your product updates,
ask for feedback
Create polls and ask questions
Social Networks
Comment – help others

33. ADS

36. Lifecycle stage
Churned clients
Leads / Page views
Prospecting (Lookalike audience targeting /
audience swapping)
The DATA

37. Top 10 Apps for Shopify
🤩🤩
🤩 🤩
Facebook Marketing
Partners
15,000 clients worldwide

38. THE Takeaways:
✓ Focus on solving real problems. Use Job-based-marketing
✓ Content is THE KING, really 😉
✓ Always follow your mission. In product management, sales,
marketing, support etc.

39. And this is just the
beginning of the
story…

40. “
RetargetApp
It is our nature to innovate.
Let’s Rock🤘

41. THE END 😉
retargetapp.com
My Facebook: Kristina Smile
I’m ready for your questions