Marketing Tools for Startups: - why startups need marketing - market research for startups - identifying Target Audience - features vs benefits in your message - marketing channels - key marketing tools and what they're used for

1. Marketing Tools
for Startups
Наталія Дьомова / Natalie Domova
Nov 2017

2. Introduction
❖ 7 years in Marketing for IT
(European & US markets)
❖ Hands-on to strategic perspective
❖ All things content & PR
❖ Video & infographics, too:)
❖ Key areas: B2B, content, PR,
business development, thought
leadership, market analysis, etc.
https://www.facebook.com/nataliya.
diomova
https://www.linkedin.com/in/natali
ediomova/

3. Every Startup Dreams of Becoming a Unicorn
How do you get $1B
(or any money at all)
in investments?

4. Pitching investors or customers is Marketing

7. Both speaking and listening
• Information
about your
market
They want
• Your
• Product
STARTUP
• Information
about your
product
You offer

9. What to Choose?
Brand
Recognitio
n
Lead
Generation

10. Start with Market Research to Identify
Where you talk and
listen (channels)
What you say (message
and brand identity)
Who you speak to
(Target Audience)
Where you lead them
(conversion path)

11. 1. Target Audience Analysis
People who use your product are not always your marketing Target
Audience
Focus on decision-makers or influencers
Company profiling is good, but it’s people who make decisions
Things to consider:
• Demographics data
• Motives / use / what’s in it for them data
• Stoppers / blockers

12. 2. Message
● About your company
/ product (using the language
that your TA will understand)
● Features vs Benefits

13. 3. Channels
EmailsWebsite
Partners
Award
s
Director
ies
PR & Brand
Recognitio
n
Social
Media
Events

14. 4. Conversion
❖ Links
❖ Call to action
❖ Relevant materials bl0ck

15. Marketing Tools
● Website (and website widgets/CMS/block builders)
● Google Analytics
● Hotjar - Visitor Recordings, Conversion Funnels
● Email automation (and triggered campaigns) (MailChimp, HubSpot, Oracle Eloqua)
● Customer Relationship Management (Microsoft Dynamics CRM, Salesforce)
● Social Media automation (Buffer, Hootsuite)
● Surveys (SurveyMonkey, Google Forms)
● Plagiarism checkers
● SEO tools (Moz)
● PR tools (HARO, Newswires, Cision, Google Alerts)
● Sentiment / emotional response) monitoring (Positive/Negative/Neutral; SM
analytics, People Browser, SM, Hubspot’s Marketing Grader)
● Chatbots

17. Analytics.google.com
❖ Set up Goals
❖ Filter your visitors (IP, country, bots & spam)
❖ Try real-time
❖ Use ‘tags’ and watch campaigns/activities:
https://websummit.com/hawking?utm_source=fac
ebook&utm_medium=cpm&utm_campaign=hawki
ng_2for1&utm_content=image&utm_term=europe_
us_websummit_likes

19. INDIVIDUAL WORK
- identify channels & tools your
will need for marketing your
product
15-20 min

20. Presentations & Discussion