The document discusses lean marketing strategies for startups. It recommends having branding, website, and social media set up before beginning marketing efforts. It emphasizes testing assumptions through product/market fit testing and optimizing the user funnel from acquisition to activation, referral, retention, and revenue. Growth hacking uses data-driven and creative approaches to marketing. Tactics discussed include A/B testing, inbound/content marketing, paid advertising, public relations, and referrals/partnerships. The goal is to continually test, learn, and improve marketing efforts.

1. Lean Marketing
For Startups
#b2bmarketing #growthhacking #startupmarketing
!
!
At Upwest Labs - October 10th, 2013
By Frederik Hermann

2. Start with the homework
Photo credit: rokley @ Flickr

3. Have this taken care of:
- Identity, branding, positioning, story ✓
- Clean website, SEO optimized, clear call to action ✓
- Social channels and blog set up ✓
- Email marketing / newsletter (eg. MailChimp) ✓
- Social sharing built into product & website ✓
- Decent flywheel (notifications/triggers) ✓
#START

4. Product/Market Fit
Test and validate your assumptions,
build a product that people want.

5. Acquisition
Activation
Referral
Retention
Revenue
How do you move users from one state to the next,
optimizing the conversion from visitor to customer.
#AARRR #LMF

6. Make sure you have good analytics in place to measure events
and track conversions. Your goal is to optimize the funnel!
#ANALYTICS

7. Customer Acquisition
#GROWTH

8. Growth Hacking
Traditional marketing isn’t as effective anymore and growth
hacking is a cheaper and more effective way of getting your
products visibility and customers. Growth hacking is very data/
analytics driven approach but requires creativity and curiosity.
Growth hackers are a hybrid of marketer and coder as the
discipline of marketing is shifting from people-centric to APIcentric activities.
Repeat, refine, improve.
#GROWTHHACKING

9. A/B and Multivariate Testing
Highrise (37signals) tested
many different landing pages
against one another, gradually
improving conversions. Make
sure you run your changes/
tests against a control group
(A/B test) to measure the
difference.
Control
Test

10. Inbound / Content Marketing
-
“The creation and sharing of
media and publishing content in
order to acquire customers.”
Blog posts (1-3 times a week - useful to your customers)
Social media (share content to Facebook, Twitter, Google+, LinkedIn,
Slideshare, Medium, Reddit, Quora, StumbleUpon, Tumblr etc., share
relevant industry/client news, participate in conversations)
Newsletters (twice a month, not too long, ONE call-to-action)
Guest posts (write them first then offer to a tech blog)
Ebooks (with designated landing page for lead generation)
Videos (a short video can give a great overview, eg. Veed.me)
Furthermore: Infographics, how-to guides, case studies, whitepapers ...
#OWNED

11. Paid Channels
Online Advertising: Simply test different channels with a small budget,
measure the conversion rate and reinvest into the ones that perform
well. You can use AdStage to manage campaigns for Google AdWords,
Bing, Facebook and LinkedIn all within one dashboard.
!
Retargeting/Remarketing: Serving ads to people more frequently after
they have left your website. Retargeting helps you bring back the 98%
of visitors you haven’t converted yet (eg. AdRoll).
#PAID #ADSTAGE #ADROLL

12. Public Relations
-
Identify journalists, bloggers, influencers in media outlets that your
potential customers read/are exposed to (check getlittlebird.com)
-
Build your own list (a Google spreadsheet works fine)
-
Start the conversation in advance (they need to schedule stories)
-
Maintain the relationship (be a great contact)
-
Commentary, sign up on HARO and provide industry comment
-
Potential story: funding, traction, large trend, launch, disruption
#PR

13. Other Initiatives
-
Refer-a-friend / Member get member
(best if you provide an incentive for both parties)
Partnerships with other companies/startups
Social proof / third party validation (logos, testimonials, stats)
Post content on Reddit, measure results
Try to get a higher listing on Hacker News (news.ycombinator.com)
Check Google Trends for ideas (http://www.google.com/trends/)
Keep optimizing your onboarding (take tour, try now, ...)
Simple homepage with clear call to action + good mobile experience
#GROWTHHACKING

14. Source: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012
#AARRR #LMF

15. Qualifiers
Closers
Farmers
Outbound sales
representatives
Inbound Marketing
(blog, social media, SEO, press,
newsletters, Slideshare, videos)
New Customers
Qualified
Opportunities
Online Advertising
(LinkedIn, Facebook, Twitter,
Adwords, Bing, Reddit, Sites)
Account
Executives
Customer
Success /
Account
Management
Product driven
(social sharing, powered by,
refer-a-friend, incentives)
Dividing your sales team and efforts into clear roles.
#SALES

16. Swipp offers solutions for marketers to
increase engagement, gain insight and
generate leads.
www.swipp.com

17. Questions? Connect.
!
!
Frederik Hermann
frederik.hermann@gmail.com
twitter.com/netzkobold
www.frederikhermann.com
linkedin.com/in/frederikhermann/
Swipp Inc.
2513 Charleston Rd, # 102
Mountain View, CA 94043
twitter.com/getswipp
www.swipp.com

18. Some of the resources used for this presentation:
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“Startup Metrics for Pirates” by Dave McClure
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012
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“Growth Hacking” by Mattan Griffel
http://www.slideshare.net/mattangriffel/growth-hacking
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“The Lean Startup” by Eric Ries
http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898/
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“Why Sales People shouldn’t Prospect” an interview with Aaron Ross
http://www.forentrepreneurs.com/predictable-revenue/
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“Behind the scenes: A/B testing part 3: Finalé” by 37signals
http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final
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“How To Become A Customer Acquisition Expert” by Brian Balfour
http://brianbalfour.com/post/63581380690/customer-acquisition