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Getting Customers
Focusing on Revenue from Day One
Tyler Brooks of Analytive - Fort Collins Startup Week 2016
Marketing strategy has evolved more quickly in the past five
years than it did in the past five hundred. For centuries, print
advertising and mass media dominated until the internet
changed everything, creating opportunities to craft unique
customer journeys on an ever-larger palette of platforms…
- State of Marketing Leadership
Linkedin + Sales Force
Source: https://www.exacttarget.com/sites/exacttarget/files/smc-marketingleadershipreport_web.pdf
Tyler Brooks
Founder // Analytive
Email: Tyler@analytive.com
Twitter: @tyler_brooks
Linkedin: https://www.linkedin.com/in/tylerwbrooks
Growth is Everything
Growth
Focused on processes and
tactics
Marketing
Focused on outcomes
CMO
VP of Marketing
Growth Hacker
The Rules of Growth
Rule #1: We know nothing.
Make no assumptions.
Rule #2: Prove it.
If you can’t measure it, it didn’t happen.
Rule #3: You’re never done.
You can always get better.
Growth
Source: https://quotefancy.com/quote/3888/Ralph-Waldo-Emerson-Life-is-a-journey-not-a-destination
Let’s Grow
Tactics
Five Steps:
Personas
Measurement
Tools
Experiment
Profit
Step 1: Personas
Who is the buyer?
Buyer Personas are: “fictional, generalized representations
of your ideal customers. They help you understand your
customers (and prospective customers) better, and make it
easier for you to tailor content to the specific needs,
behaviors, and concerns of different groups.”
- Hubspot
Source: http://cdn2.hubspot.net/hubfs/131912/Buyer_Persona_Ebook.pdf
Questions to Ask
When developing personas
Source: https://cdn2.hubspot.net/hub/137828/file-17623295-pdf/product%20classes/buyer%
20personas/developing-personas.pdf
What is their demographic
information?
What is their job and level of
seniority?
What does a day in their life look
like?
What are their pain points?
What do you help them solve?
What do they value most? What
are their goals?
Where do they go for
information?
What experience are they looking
for when seeking out your
products or services?
What are their most common
objections to your product or
service?
Step 2: Measurement
If you can’t measure it, it doesn’t exist.
Decide on Goals
What do I want someone to do
when they visit my website?
Source: http://jamesclear.com/how-to-focus
Landing Pages Should Focus on One Thing!
E-Commerce
Lead Generation
Content Publisher
Online Information
Branding
Selling Products and Services
Collecting Leads
Engagement and Frequency
Help customers get info
Awareness, engagement, loyalty
Sign-Up for Beta Testing
Make a Purchase
Subscribe to Email List
Share on Social Media
Make a Phone Call
Fill Out a Lead Form
Step 3: Tools
What’s in the toolbox?
Ads
Get in front of your audience.
Microtargeting
Think small.
High Levels of Intent
Know what people want to do.
Analytics
Measure what happens and who does it.
A/B Testing
Tools to experiment.
Landing Pages
Tools to experiment and collect.
Google AdWords
Facebook Ads
Google Analytics
MailChimp
The Starter Kit:
Step 4: Experiment
Always get better.
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
Source: https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
2,880,000 Additional Emails
$21 Average Donation
$60 Million
Copywriting
Photos/Icons/Video
Landing Page Design
Ad Content
Call to Action
Value Proposition
Step 5: Profit
Double down on what’s working.
Funnels Become Waterslides
When you find a working
combination, spend more
money with it. But don’t stop
testing other combinations.
Thank You to:
FC Startup Week
Digital Workshop Center
Chris Franks - chrisfranks.me
Ryan Holiday - Growth Hacker Marketing
Get this presentation at http://analytive.com/startup-growth
Icon Credit
people by Elizabeth Lopez from the Noun Project
Tool Presets by Fabiano Coelho from the Noun Project
Beaker by Rohan Gupta from the Noun Project
dashboard by David Cadusseau from the Noun Project
Profit by Fiona OM from the Noun Project
Tornado by Demograph™ from the Noun Project
Swimming Pool by Boudewijn Mijnlieff from the Noun Project
sprout by Gregor Črešnar from the Noun Project
rating by Creative Stall from the Noun Project
ratings by Creative Stall from the Noun Project
Mortar Board by Mister Pixel from the Noun Project
classroom by carlos sarmento from the Noun Project

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