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STARTUP GUIDE
TO
PROMOTION /
DIGITAL MARKETING
Michael White
8 Oct 2019
AGENDA
INTRODUCTION
01
OVERVIEW
02
WHO ARE YOU
TARGETING?03
WHAT ARE
YOU SELLING?04
HOW DO YOU
EXECUTE?05
INBOUND
06
OUTBOUND
07
ABM
08
01: INTRODUCTION
• Co-founder Motarme
• 10+ Years Tech Marketing and Sales
• 10+ years software dev and implementation
ABOUT ME
02: OVERVIEW
6
Customer Acquisition
CUSTOMER ACQUISITION FOR STARTUPS
Inbound (“Nets”) – bring customers to you online.1
3 WAYS TO ACQUIRE CUSTOMERS
1
Inbound
(“Nets”)
2
Outbound
(“Spears”)
3
Referrals
(“Seeds”)
2 Outbound (“Spears”) –identifying prospects and contacting them directly.
3 Referrals –Word of Mouth from your existing customers
INBOUND LEAD GENERATION
€ $ £
OnlineAds
OUTBOUND LEAD GENERATION
“Cold calling 2.0” funnel
Prepare
Prospect
Define Your “Ideal Target Profile”
Identify Target Accounts
Generate Contacts
Send Cold Emails
Work Reponses
Calls / Demos
Begin
Sales
Cycle
New Sales Opps
Closed Deals
BULLSEYE FRAMEWORK
03: WHO ARE YOU TARGETING?
• Who is your ideal customer?
• What is their
• Industry?
• Typical size (staff, revenue)?
• Role(s) - Personas?
WHO ARE YOU TARGETING?
• Do they have any other characteristics that help
you target them?
• Can you prepare a list of names?
• What is their “Pain point” – what problem can
you help them solve?
WHO ARE YOU
TARGETING?
• Could be multiple “personas”
• Decision maker
• Economic buyer
• End User
• Influencer
• IT gatekeeper
04: WHAT ARE YOU SELLING?
WHAT IS YOUR VALUE
PROPOSITION?
• Why should I buy something from you?
• What value do you deliver?
• How quickly can I see the value?
• Why is your product better than
competitors?
• Why is it better than what I do at the
moment?
WHAT IS YOUR VALUE
PROPOSITION?
• A value proposition is a clear statement of
the tangible results a customer gets from
using your products or services.
• It’s outcome focussed and stresses the
business value of what you have to offer
• If you can’t demonstrate superior value
then customers will choose based on price
05: HOW DO YOU EXECUTE?
Inbound (“Nets”) – bring customers to you online.1
3 WAYS TO ACQUIRE CUSTOMERS
1
Inbound
(“Nets”)
2
Outbound
(“Spears”)
3
Referrals
(“Seeds”)
2 Outbound (“Spears”) –identify prospects and contact them directly.
3 Referrals –Word of Mouth from your existing customers
Pipeline
Inbound
leads
Pay Per
Click
Email
Social
media
Display ads
Web
Outbound email
Phone
Direct Mail
Display
Ads
Outbound
leads
GO TO MARKET
06: INBOUND
WEBSITE CONTENT ONLINE ADS
SE0 EMAIL SOCIAL
WEBSITE
1. User Centred Design - from
“outside in”
2. What information do
visitors want?
3. What do you want them to
do? – Most Wanted Action
4. Design each page to
encourage interaction –
Calls to Action
5. Have landing pages for
conversion
6. Make it Search Engine
Optimization ready
CONTEN
T
1. Digital marketing is like
fishing
2. Content is your “bait” –
videos, case studies,
infographics, blog posts …
3. Different buyers need
different types of content
4. Overview, technical detail,
financial impact …
5. Can ask visitors to register
for some high value content
e.g. a webinar, white paper
ONLINE
ADS
1. Pay-per-click ads (e.g.
Google PPC)
2. Display ads and retargeting
(e.g. Adroll)
3. LinkedIn ads & promotion
SEO
EMAIL
1. Mailchimp,Constant Contact,
Campaign Monitor
2. Or Hubspot, Marketo etc.
3. Check out GDPR requirements
4. Benefits, bullet points and
brevity
5. Clear call to action
6. Careful with use of graphics
7. Use “you” and “your”
SOCIAL
1. Choose where to focus –
LinkedIn,Twitter, Facebook,
Instagram …
2. Identify influencers
3. Optimize all profiles
4. Driven by sharing compelling
content, images, video
5. Use posts to draw traffic back
to your ‘hub’ – usually your
website, specifically landing
page
07: OUTBOUND
EMAIL ADS PHONE
OUTBOUND LEAD GENERATION
“Cold calling 2.0” funnel
Prepare
Prospect
Define Your “Ideal Target Profile”
Identify Target Accounts
Generate Contacts
Send Cold Emails
Work Reponses
Calls / Demos
Begin
Sales
Cycle
New Sales Opps
Closed Deals
If your product is new
or may not be enough
web search traffic to
generate online leads
If you are targeting a
highly vertical/niche
market then potential
buyers may not be
aware of or searching
for your type of
product.
Inbound leads (from
your website) tend to
have been looking at
competitor sites. This
means web based leads
can sometimes be
lower quality.
Speed of impact –
you can get an
outbound lead
generation process up
and running and
generating leads
within 7 days.
WHY YOU NEED OUTBOUND
1
3
2
4
KEY PRINCIPLES FOR OUTBOUND
Factory-type process
Production-line
approach to lead
generation, many steps
automated
2
Accuracy ofTargeting
Identify people who are a
good fit, get accurate contact
details
1
Be “politely persistent”
Make multiple attempts to
contact, don’t give up too
easily
4
Email-led
Don’t start with the phone
– only call people who
respond positively to a brief
introductory email
3
08: ACCOUNT BASED MARKETING
WHY ABM AND WHY NOW?
• In Standard Outbound Lead Generation you target 100s of individuals (leads) with
one lead generation message using one channel (email).
• ABM means targeting multiple individuals from the same organisation (an
‘account’) by
a) Picking a subset of strategic accounts – e.g. 5, 10 or 20 accounts with 5 to 10
people per account.
b) Preparing a specific message tailored to each organisation and
c) personalising messages, emails and ads to the individual recipient.
d) using a number of channels in addition to email e.g. online display ads, direct
mail, telephone follow-up, LinkedIn ads.
• ABM takes more time to setup and manage.
• ABM produces higher response rates and bigger (higher value) opportunities. It is
is the future of lead generation.
ACCOUNT BASED MARKETING
ABM FOR TARGETING YOUR TOP STRATEGIC ACCOUNTS
1:1
1:M
ABM Lite Strategic Accounts
Next tier of accounts, not full individual personalization
of each message, but customized per company. Still
use mixture of email, phone, ads but not direct mail.
ABM One-to-One Top Priority Strategic Accounts
Direct sales connection to decision makers at top priority accounts,
one-to-one personalization, mixture of direct mail, email, phone and
online ads
Outbound Lead Generation
Targeting broader range of companies, generic
messaging based on role or industry, email based
O/B
ABM
Broadcast marketing & inbound lead gen
One-size-fits-all messages, large numbers of contacts on
big lists, inbound marketing leads …
THANK
YOU
Motarme Sales and Marketing Technology
W: www.motarme.com
Twitter: @motarme
ADDITIONAL
SLIDES
CONVERSION
38
1. Clear Value Proposition – why they should sign-up today
2. Home page design – reflect your buyers , provide proof
3. Landing pages – funnel traffic to particular pages on site
4. Clear “Calls to Action” – offer something of value
5. A/B Testing – split test your main landing pages
6. “Nurturing” and Lead management
7. Analysis of Visitor Behavior – who, where from, what …
8. Removal of “Friction” – all the reasons a visitor might not want to
complete the action:
• Worried if website is legit
• Don’t want spam emails
• Don’t want to be hassled by sales calls
Steps for Increasing Conversions
http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors
Persuade them
to sign-up,
register,
download
Use your website to
convert traffic
- Value proposition
- Reflect the buyer
-Home page design
-Calls to action
- Landing page
- Lead capture
- Follow-up
39
7 Principles of
Conversion Centered
Design
CONVERSION
Persuade them
to sign-up,
register,
download
Use your website to
convert traffic
- Value proposition
- Reflect the buyer
-Home page design
-Calls to action
- Landing page
- Lead capture
- Follow-up
40
CONVERSION
Persuade them
to sign-up,
register,
download
Use your website to
convert traffic
- Value proposition
- Reflect the buyer
-Home page design
-Calls to action
- Landing page
- Lead capture
- Follow-up
41
CUSTOMER ACQUISITION FOR STARTUPS
PRIMARY SOURCES OF SALES FOR SAAS
COMPANIES (2018 SURVEY)
https://www.forentrepreneurs.com/2018-saas-private-survey-results-part-1/

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Motarme Introductory Startup Guide to Digital Marketing for Customer Acquisition

  • 1. STARTUP GUIDE TO PROMOTION / DIGITAL MARKETING Michael White 8 Oct 2019
  • 2. AGENDA INTRODUCTION 01 OVERVIEW 02 WHO ARE YOU TARGETING?03 WHAT ARE YOU SELLING?04 HOW DO YOU EXECUTE?05 INBOUND 06 OUTBOUND 07 ABM 08
  • 4. • Co-founder Motarme • 10+ Years Tech Marketing and Sales • 10+ years software dev and implementation ABOUT ME
  • 7. Inbound (“Nets”) – bring customers to you online.1 3 WAYS TO ACQUIRE CUSTOMERS 1 Inbound (“Nets”) 2 Outbound (“Spears”) 3 Referrals (“Seeds”) 2 Outbound (“Spears”) –identifying prospects and contacting them directly. 3 Referrals –Word of Mouth from your existing customers
  • 9. OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Prospect Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals
  • 11. 03: WHO ARE YOU TARGETING?
  • 12. • Who is your ideal customer? • What is their • Industry? • Typical size (staff, revenue)? • Role(s) - Personas? WHO ARE YOU TARGETING? • Do they have any other characteristics that help you target them? • Can you prepare a list of names? • What is their “Pain point” – what problem can you help them solve?
  • 13. WHO ARE YOU TARGETING? • Could be multiple “personas” • Decision maker • Economic buyer • End User • Influencer • IT gatekeeper
  • 14. 04: WHAT ARE YOU SELLING?
  • 15. WHAT IS YOUR VALUE PROPOSITION? • Why should I buy something from you? • What value do you deliver? • How quickly can I see the value? • Why is your product better than competitors? • Why is it better than what I do at the moment?
  • 16. WHAT IS YOUR VALUE PROPOSITION? • A value proposition is a clear statement of the tangible results a customer gets from using your products or services. • It’s outcome focussed and stresses the business value of what you have to offer • If you can’t demonstrate superior value then customers will choose based on price
  • 17. 05: HOW DO YOU EXECUTE?
  • 18. Inbound (“Nets”) – bring customers to you online.1 3 WAYS TO ACQUIRE CUSTOMERS 1 Inbound (“Nets”) 2 Outbound (“Spears”) 3 Referrals (“Seeds”) 2 Outbound (“Spears”) –identify prospects and contact them directly. 3 Referrals –Word of Mouth from your existing customers
  • 19. Pipeline Inbound leads Pay Per Click Email Social media Display ads Web Outbound email Phone Direct Mail Display Ads Outbound leads GO TO MARKET
  • 21. WEBSITE CONTENT ONLINE ADS SE0 EMAIL SOCIAL
  • 22. WEBSITE 1. User Centred Design - from “outside in” 2. What information do visitors want? 3. What do you want them to do? – Most Wanted Action 4. Design each page to encourage interaction – Calls to Action 5. Have landing pages for conversion 6. Make it Search Engine Optimization ready
  • 23. CONTEN T 1. Digital marketing is like fishing 2. Content is your “bait” – videos, case studies, infographics, blog posts … 3. Different buyers need different types of content 4. Overview, technical detail, financial impact … 5. Can ask visitors to register for some high value content e.g. a webinar, white paper
  • 24. ONLINE ADS 1. Pay-per-click ads (e.g. Google PPC) 2. Display ads and retargeting (e.g. Adroll) 3. LinkedIn ads & promotion
  • 25. SEO
  • 26. EMAIL 1. Mailchimp,Constant Contact, Campaign Monitor 2. Or Hubspot, Marketo etc. 3. Check out GDPR requirements 4. Benefits, bullet points and brevity 5. Clear call to action 6. Careful with use of graphics 7. Use “you” and “your”
  • 27. SOCIAL 1. Choose where to focus – LinkedIn,Twitter, Facebook, Instagram … 2. Identify influencers 3. Optimize all profiles 4. Driven by sharing compelling content, images, video 5. Use posts to draw traffic back to your ‘hub’ – usually your website, specifically landing page
  • 30. OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Prospect Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals
  • 31. If your product is new or may not be enough web search traffic to generate online leads If you are targeting a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product. Inbound leads (from your website) tend to have been looking at competitor sites. This means web based leads can sometimes be lower quality. Speed of impact – you can get an outbound lead generation process up and running and generating leads within 7 days. WHY YOU NEED OUTBOUND 1 3 2 4
  • 32. KEY PRINCIPLES FOR OUTBOUND Factory-type process Production-line approach to lead generation, many steps automated 2 Accuracy ofTargeting Identify people who are a good fit, get accurate contact details 1 Be “politely persistent” Make multiple attempts to contact, don’t give up too easily 4 Email-led Don’t start with the phone – only call people who respond positively to a brief introductory email 3
  • 33. 08: ACCOUNT BASED MARKETING
  • 34. WHY ABM AND WHY NOW? • In Standard Outbound Lead Generation you target 100s of individuals (leads) with one lead generation message using one channel (email). • ABM means targeting multiple individuals from the same organisation (an ‘account’) by a) Picking a subset of strategic accounts – e.g. 5, 10 or 20 accounts with 5 to 10 people per account. b) Preparing a specific message tailored to each organisation and c) personalising messages, emails and ads to the individual recipient. d) using a number of channels in addition to email e.g. online display ads, direct mail, telephone follow-up, LinkedIn ads. • ABM takes more time to setup and manage. • ABM produces higher response rates and bigger (higher value) opportunities. It is is the future of lead generation.
  • 35. ACCOUNT BASED MARKETING ABM FOR TARGETING YOUR TOP STRATEGIC ACCOUNTS 1:1 1:M ABM Lite Strategic Accounts Next tier of accounts, not full individual personalization of each message, but customized per company. Still use mixture of email, phone, ads but not direct mail. ABM One-to-One Top Priority Strategic Accounts Direct sales connection to decision makers at top priority accounts, one-to-one personalization, mixture of direct mail, email, phone and online ads Outbound Lead Generation Targeting broader range of companies, generic messaging based on role or industry, email based O/B ABM Broadcast marketing & inbound lead gen One-size-fits-all messages, large numbers of contacts on big lists, inbound marketing leads …
  • 36. THANK YOU Motarme Sales and Marketing Technology W: www.motarme.com Twitter: @motarme
  • 38. CONVERSION 38 1. Clear Value Proposition – why they should sign-up today 2. Home page design – reflect your buyers , provide proof 3. Landing pages – funnel traffic to particular pages on site 4. Clear “Calls to Action” – offer something of value 5. A/B Testing – split test your main landing pages 6. “Nurturing” and Lead management 7. Analysis of Visitor Behavior – who, where from, what … 8. Removal of “Friction” – all the reasons a visitor might not want to complete the action: • Worried if website is legit • Don’t want spam emails • Don’t want to be hassled by sales calls Steps for Increasing Conversions http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors Persuade them to sign-up, register, download Use your website to convert traffic - Value proposition - Reflect the buyer -Home page design -Calls to action - Landing page - Lead capture - Follow-up
  • 39. 39 7 Principles of Conversion Centered Design CONVERSION Persuade them to sign-up, register, download Use your website to convert traffic - Value proposition - Reflect the buyer -Home page design -Calls to action - Landing page - Lead capture - Follow-up
  • 40. 40 CONVERSION Persuade them to sign-up, register, download Use your website to convert traffic - Value proposition - Reflect the buyer -Home page design -Calls to action - Landing page - Lead capture - Follow-up
  • 42. PRIMARY SOURCES OF SALES FOR SAAS COMPANIES (2018 SURVEY) https://www.forentrepreneurs.com/2018-saas-private-survey-results-part-1/