Topic: Marketing for Startups - How founders should go about marketing at initial days - Things founders can do without a marketing team - When and how to hire the right marketing team - How to set the right goals/ targets for marketing teams - Getting sales and marketing to work together

1. MARKETING FOR
STARTUPS
Parth Mukherjee
Head of Marketing
Jifflenow
@parthsm

2. @parthsm
STATUTORY WARNING
The “shizzle” here is based
on my own experience.
Complete replication may
be injurious to health.
Asking tough questions,
doubly so.

3. @parthsmMY EXPERIENCE
Marketing strategy / execution 8
Marketing team development 6
Product Marketing 4
Services Marketing 4
Startups 2. 5
SaaS 2. 5

4. @parthsmWHAT WE’RE TALKING TODAY
• How founders should go about marketing at initial days
• Things founders can do without a marketing team
• When and how to hire the right marketing team
• Setting the right goals targets for marketing teams
• Getting sales and marketing to work together

5. THINGS FOUNDERS
CAN DO WITHOUT
MARKETING
@parthsm
10

6. ONE. GETAGOOD WEBSITE @parthsm

7. TWO. SAY NO TO SPAMMING @parthsm

8. THREE. BLOG OR GET BLOGGED @parthsm

9. FOUR. GET RICH WITH MEDIA @parthsm

10. FIVE. LOGO & BRAND IDENTITY @parthsm

11. SIX. GET REFERRED
Nielson study:
• 92% trust referrals from people they know
• 4X more likely to buy if referred by a friend
• Non-cash incentives perform 24% better
than cash
• Referral customers have 16% higher LTV
• 83% willing to refer but 29% do
@parthsm

12. SEVEN. BUILD YOUR STORY, WITH CARE @parthsm

13. EIGHT. BE SOCIAL @parthsm

14. NINE. RESEARCH @parthsm

15. TEN. METRICS & DASHBOARDS @parthsm

16. ELEVEN. BONUS!
GET QUALITY ADVICE
@parthsm

17. BRINGING MARKETING
ON BOARD
@parthsm

18. WHEN? @parthsm
If you can rope in a Sales /
Marketing Co-Founder,
nothing like it.
If not, this is the best
place to start thinking
about it
Will need a whole team
here

19. WHEN? @parthsm
Things to consider:
• Nature of business (B2B vs. B2C)

20. WHEN? @parthsm
Things to consider:
• How long can you (or any
co-founder) DIY?

21. WHEN? @parthsm
Things to consider:
• How much can you afford to
burn (CMO / Specialist /
Agency and Funded vs.
Bootstrapped)

22. WHEN? @parthsm
Things to consider:
• What are your near-term goals
(driving web traffic vs.
grabbing a few, large brands)

23. HOW? @parthsm
BIZ NEEDS
Demand-gen
Product Marketing
Customer Comm.
DECIDE
- Big Co. / Startup
Experience?
- Team builder /
Individual Contributor
- Salary / Equity
LOOK FOR
Cultural fit
Data orientation
Communication
Team player (esp. with
Product & Sales)

24. SETTING GOALS / TARGETS @parthsm
SHORT TERM:
• 30-day Goals
• Per Day Email
• Marketing Strategy
LONG TERM:
• OKRs
• Campaign specific goals
• Dashboards

25. OKRS with an example @parthsm
COMPANY OKRs
O 1. Establish Rahageer as a travel portal with a difference
KR 1. 20K total users with 75% of the customers with multiple
bookings
KR 2. 10K customers using price lock feature
.
.
O 2. Grow avg. monthly searches by 4X and bookings by 2.5X
KR 1. Achieve bookings of $6 Mn
KR 2. Increase website visitors by 8X
.
.
O 3. .
.
.

26. OKRS with an example @parthsm
COMPANY OKRs
O 1. Establish Rahageer as a travel portal with a difference
KR 1. 20K total users with 75% of the customers with multiple
bookings
KR 2. 10K customers using price lock feature
.
.
O 2. Grow avg. monthly searches by 4X and bookings by 2.5X
KR 1. Achieve bookings of $6 Mn
KR 2. Increase website visitors by 8X
.
.
O 3. .
.
.
POSITION
WEB
CONVERSIO
N
WEB
CONVERSIO
N
WEB USAGE
WEB VISITS

27. OKRS with an example @parthsm
MARKETING OKRs
O 1. Position Rahageer as a travel portal with a difference
KR 1. 20 online press articles with at least 10K views each
KR 2. 5 videos on YT with at least 15K views each
.
O 2. Grow avg. monthly web visits by 8X
KR 1. Implement SEM campaigns to increase paid search visits by 10X
KR 2. Optimize webpages to increase organic search visits by 6X
.
O 3. Improve web design and user experience with product team
KR 1. Reduce bounce rate by 30%
KR 2. Ensure 75% users click on price lock feature
.
O 4. Convert at least 35% of website visitors
KR 1. Retarget and convert 40% of users who leave website
.
POSITION
WEB
CONVERSIO
N
WEB USAGE
WEB VISITS

28. OKRS with an example @parthsm
MARKETING DASHBOARD
$ invested Visitors Bounce Time Spent Searches Conversion $ Booked CAC
Website
Direct
Referral
Source 1
Search
Organic
Ads
Social
Facebook
Twitter
LinkedIn
Blog
Emails
Mass Mail
LinkedIn
Ads
GDN
Retargeting

29. GETTING SALES & MARKETINGTO WORKTOGETHER @parthsm
• Joint OKRs
• Lead / User scoring standards
• Compensation
• Join planning
• Daily / weekly metrics based discussions
• Relationship building
• Commonly agreed SLAs
• Mix em’ up

30. THANKS FOR
LISTENING
QUESTIONS?
@parthsm