This document discusses strategies for scaling up a product after achieving product-market fit focusing on B2B startups with less than $1M in funding. It recommends initially focusing on low-cost marketing tactics like PR, product forums, directories, blogs and social media to build an initial customer list. It also stresses the importance of inside sales by setting up a sales team to build prospects and consistently follow up. Overall, the key message is that the product should sell itself and these early strategies aim to get the first 50 paying customers while conserving limited funds until traction and revenue grow.

1. Scaling up Products
How to scale up your product after
Product-Market Fit
Jofin Joseph

2. Introduction and
Disclaimers :)

3. Nothing
‘By the Book’

4. Nothing
‘By the Book’
Focus on B2B
Products

5. Nothing
‘By the Book’
Focus on B2B
Products
Assuming you have
raised <$1M

6. Nothing
‘By the Book’
Focus on B2B
Products
Assuming you have
raised <$1M
Talk more
Tactics

7. Who is this for?
B2B Startups who has found the product-market fit and trying to
get your first 100 customers while not at the liberty to spend a lot
of money on marketing.

8. Golden Question:
Marketing Driven
Or
Sales Driven?

9. Quick Short Term vs Difficult Long Term
- Important for fund raise, early revenue, morale!

10. Short Term Goals
Are
Very Important!

11. Short Term Goals
Are
Very Important!
For Early Traction
For Early Revenue
Because You do not
have too much money!
For Team Morale
For the Investors

12. Marketing is a Very
Deep Ocean
You can get your feet wet, but be VERY
careful before diving in.

13. So, what to focus
for the first 6
Months to 1 Year?

14. Golden Question #1
Content Marketing OR Sales?
Marketing is a deep sea - Stick to the shores and get your feet wet, but do not
jump right in.
Low Hanging
Marketing Fruits
Inside Sales

15. Low Hanging
Marketing Fruits
1. PR
2. Product Discovery
Forums
3. Directories and
Listings
4. Third Party Blogs
5. Social Media

16. Low Hanging
Marketing Fruits
1. PR
2. Product Discovery
Forums
3. Directories and
Listings
4. Third Party Blogs
5. Social Media
Build a list. Prepare a Press Note.
Keep your story interesting. Reach
out with personalised messages.
Followup. Repeat

17. Low Hanging
Marketing Fruits
1. PR
2. Product Discovery
Forums
3. Directories and
Listings
4. Third Party Blogs
5. Social Media
ProductHunt, Inbound.Org, Hacker
News…
Hunt for relevant platforms where
your users are. Make a list. Talk

18. Low Hanging
Marketing Fruits
1. PR
2. Product Discovery
Forums
3. Directories and
Listings
4. Third Party Blogs
5. Social Media
Build a list. Prepare the story. Post.
Engage in conversations. Repeat

19. Low Hanging
Marketing Fruits
1. PR
2. Product Discovery
Forums
3. Directories and
Listings
4. Third Party Blogs
5. Social Media
Reach out to blogs which can
feature you. Pitch in. Followup.
Repeat.

20. Low Hanging
Marketing Fruits
1. PR
2. Product Discovery
Forums
3. Directories and
Listings
4. Third Party Blogs
5. Social Media
Be disciplined. Start with groups
and communities. Do not advertise,
but engage.

21. Inside Sales
1. Set up a sales group
with Seeders and
Closers
2. Build a list - Prospect
3. Reach out, follow-up,
repeat
4. Always Be Closing
5. Follow your numbers
6. What to Expect?

22. Inside Sales
1. Set up a sales group
with Seeders and
Closers
2. Build a list - Prospect
3. Reach out, follow-up,
repeat
4. Always Be Closing
5. Follow your numbers
6. What to Expect?

23. Inside Sales
1. Set up a sales group
with Seeders and
Closers
2. Build a list -
Prospect
3. Reach out, follow-up,
repeat
4. Always Be Closing
5. Follow your numbers
6. What to Expect?

24. Inside Sales
1. Set up a sales group
with Seeders and
Closers
2. Build a list - Prospect
3. Reach out, follow-up,
repeat
4. Always Be Closing
5. Follow your numbers
6. What to Expect?

25. Inside Sales
1. Set up a sales group
with Seeders and
Closers
2. Build a list - Prospect
3. Reach out, follow-up,
repeat
4. Always Be Closing
5. Follow your numbers
6. What to Expect?

26. Inside Sales
1. Set up a sales group
with Seeders and
Closers
2. Build a list - Prospect
3. Reach out, follow-up,
repeat
4. Always Be Closing
5. Follow your numbers
6. What to Expect?

27. Inside Sales
1. Set up a sales group
with Seeders and
Closers
2. Build a list - Prospect
3. Reach out, follow-up,
repeat
4. Always Be Closing
5. Follow your numbers
6. What to Expect?

28. And Do Remember
ONE Golden Rule:

30. Above and Beyond EVERYTHING
we spoke about:

31. Your
Product
Should sell
itself!

32. Your
Product
Should sell
itself!

33. Beyond the early
hustle…
Deeper Partnerships
Content Marketing
CPC Campaigns
Programmatic Ads
Trade Shows
Sponsorships
Podcasts and Events
But park all of them until you have your first 50
paying customers.

34. What else does
Product Marketing
do?

35. Competitor
Research
Partnerships
Measure
Definition and Build
Retention and
Customer
Experience!

36. Thanks!
Jofin Joseph
jofin.jo - Gmail / Facebook / Linkedin