1. Startup Marketing.
Some Thoughts.
Kathrin Folkendt

3. I‘m Kathrin.
Former Corporate Tech Marketer.
Former Startup Marketer.
B2B & B2C.
Marketing Consultant.

4. Make a good product.
Market it. Sell it.
Make money.

5. Make a good product.
Market it. Sell it.
Make money.

6. Agenda
• AARRR
• Marketing along the funnel
• Inbound Marketing

7. ACQUISITON
ACTIVATION
REVENUE
RETENTION
REFERRAL

8. ACQUISTION
ACTIVATION
RETENTION
REVENUE
REFERRAL
User comes to point of purchase
through different channels
Users enjoy first „happy“ visit
User comes back, visits multiple
sites
User engages in monetization
behaviour
User likes product or service
enough to refer others

12. Acquistion: What Channel to choose?
• # %
# % $

13. Planning:
Agile Marketing
• Create a Plan. Don‘t marry it.
• Quick Response to Changes
• Test & Measure
• Experiments
• Fail Quickly. Move on.

14. Inbound Marketing is the process of earning the
interest of visitors and customers rather than
buying it.

16. Inbound is...
Content
SEO
Social Media
SEM
(Conversion Optimization)

17. Content is strategic.

18. Yes, SEO is a Marketer‘s Job as well.

19. Social Media. Nuff said.

21. Don‘t be an Outbound-Hater!

22. &

23. So...
Do marketing. It‘s not evil.
Work along the funnel.
Inbound marketing is a good choice for startups.
Test ,measure and then choose your channels
accordingly.
Have a plan, but stay reactive.

24. It‘s about more brains.
Not more budget.

25. THANK YOU!
kathrin@folkendt.com