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How startups are
changing marketing
as we know it

Amrita Chandra
@amritachandra
www.shapeandsound.com
When I graduated from
university in the early
90s, the best jobs for
marketers were in big
companies. I was one of
the lucky ones,
managing to get hired by
one. Life was good.

Image	
  credit:	
  FlickrCC/dnguy3n	
  
In order to rise through
the ranks I did what
every ambitious bigcompany person did at
the time – I went back to
school to get my MBA. I
was drawn to a place
known for fostering
entrepreneurs.
Even though I was
tempted to start my own
company, I chose the
safe route, continuing to
work for big companies.

Image	
  credit:	
  FlickrCC/Dave	
  Catchpole	
  
At the time, working in a
startup or small
company seemed like
the cheap imitation of
the real thing. Doing
great marketing required
great budgets, which
startups didn’t have.
Image	
  credit:	
  FlickrCC/ll_bly_ca	
  
In the late 90s, 
things started
to change.
My first tech startup job

Source:	
  Wikipedia	
  
Image	
  credit:	
  FlickrCC/Filiola	
  

But even
back then,
you needed
money to
make noise.
Image	
  credit:	
  FlickrCC/Filiola	
  

Ads

Buying lists

Direct mail

Custom
creative

PR agency

Trade shows
Eventually, the dot-com
boom turned into the
dot-com bust. It was a
terrible time to be a
startup marketer. It was
tough to find work and
budgets were tight.

Sucked to be
a startup
marketer

Source:	
  Wikipedia	
  
A noticeable shift started
happening around 2007.
That set the stage for
how marketing is being
done today. A few
market changes lay the
foundation for startups
to excel at marketing.

Image	
  credit:	
  FlickrCC/t	
  Theatre	
  
Shift #1:



The social web
created affordable
channels of
communication
How Startups Are Changing Marketing As We Know It
Shift 2:



SaaS + cloud =
affordable marketing
technology
How Startups Are Changing Marketing As We Know It
Shift 3:
Our expectations
around work
changed
Prestige

Corner office

Security

Stability


Impact

Remote work

Possibility

Flexibility


Resources


Resourcefulness
5

areas where startups are
transforming marketing
as we know it
#1:"
Customer
insights
Pressly is a startup that
makes a platform that
allows marketers to turn
various streams of
content into an
interactive experience
ideal for mobile devices.
When you sign up for an
account, you get this
message from Pressly’s
CEO. Try replying. It’s
really him on the other
end. He wants you to
have the best experience
possible using Pressly.
The CEO of TripLingo
blogged about the
importance of CEOs
doing front-line customer
support. He said he
mans their live chat
account so I thought I’d
see if he was telling the
truth… J
How Startups Are Changing Marketing As We Know It
As Asigra’s head of
marketing I made a point
to talk to customers
every single day. In fact,
everyone on my team
did. We got customer
insights beyond anything
traditional market
research provided.
# 2:
Marketing
operations
Planning in short sprints

Image	
  credit:	
  FlickrCC/l	
  Robertson	
  
Daily standup meetings

Image	
  credit:	
  FlickrCC/il	
  Crosby	
  
(iDoneThis built
their company
around this)
Image	
  credit:	
  FlickrCC/_mdanys	
  

Teaming up
marketers with
their design and
developer
counterparts.
Startup Zapier has a
distributed team, with
marketing sitting in a
different state than the
folks he works with every
day.
Startup marketers can
now access tools that
allow them to collaborate
in ways they couldn’t in
the past.
# 3:
Hiring
Getting a marketing job
used to require:
1. 
2. 

Degree*
Upward progression through
traditional marketing tracks
Demonstration of “stability”

3. 



*bonus if from a good school
Startup marketing
job description
In other words:
1.  Know how to get shit done
2.  Have a great attitude
New roles inside startup
marketing teams

GROWTH HACKER

FRONT END
DEVELOPER

CUSTOMER 
EVANGELIST

CONTENT
CREATOR
#4:

Measurement
In the old days we were
measured by how many leads
we generated, how many press
mentions we got, and how
much budget we secured.

Image	
  credit:	
  FlickrCC/M	
  Taylor	
  
Today, this is a
typical dashboard
for a startup
marketer.
Startup marketers are
fluent in data analysis in
ways marketers weren’t
in the past. Here’s a blog
post from startup
Uberflip
Tools like Woopra,
MixPanel and
Kissmetrics give startup
marketers real-time
visibility into marketing
results. In the past this
was unaffordable or
unavailable.
That’s not to say that we no longer
need storytellers, content creators,
creativity…


Image	
  credit:	
  FlickrCC/fireflythegreat	
  
But even those folks use data to help
them make decisions…


Image	
  credit:	
  FlickrCC/fireflythegreat	
  
The availability and affordability of SaaS
marketing technology leads to frequent
experimentation

Image	
  source:	
  www.unbounce.com	
  
#5:
Re-imagining
Marketing
Customer
Service

Marketing is now the sum of
all experiences someone has
with your company
Employee
Experience

Social Media
Interaction

User 
Experience

Image	
  credit:	
  FlickrCC/GabPRR	
  

Vendor
Experience
Buyers are communicating with other buyers
in ways marketers can’t control.
“In the absence of communication among
your customers, advertising rules. 
But when customers talk to each other, it’s
the way customer experience works for
each one that counts.”

@Martha_Rogers
Founder, Peppers & Rogers Group
Author, Extreme Trust
This is marketing
This is marketing
Asigra took something
as “boring” as backup
and fostered a
community of customers
who felt like Backup
Heroes. They asked for
capes, we delivered!

This is marketing
This is marketing
Maptia moved their team to Morocco
…This is marketing

Image	
  credit:	
  FlickrCC/heatheronhertravels	
  
This is marketing

37signals promote
remote working and give
their audience a glimpse
inside their employees’
work spaces.
Sugru tapped into the
passion of DIYers and
created a cult following
around their product.
How Startups Are Changing Marketing As We Know It
How Startups Are Changing Marketing As We Know It
How Startups Are Changing Marketing As We Know It
How Startups Are Changing Marketing As We Know It
How Startups Are Changing Marketing As We Know It
Trying to out-spend your way to your customer is an arms race
that’s hard to win.

Instead, startups are perfectly positioned to:

Out-know
Out-teach
Out-inspire
Out-hack
Out-solve
Out-love

their way into the hearts and minds of people.

Just ask Johnny Cupcakes…
Thank you, HPX!

@amritachandra
www.shapeandsound.com
p.s.
If you liked this presentation, I would love it if you’d share it.

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