When it comes to marketing, there are four stages in a startup's evolution, each require different marketing strategies, skills and tools.
You are either in product/market test phase, preparing for launch, looking to optimize or break into new markets. Each phase requires a different approach to marketing and a different type of marketing manager. So here is your guide to who to hire (or fire) and when.
All you need to know about marketing for your startup. From how to test your product through when to launch and how to build your marketing machine for scale.
In this Marketo User Group session, we covered the latest information on Marketo certifications. Chiara Riga and Ajay Sarpal have both brought their champion knowledge and gave us some tips for taking the exam. We broke down the different certification types and covered:
Adobe Certified Professional exam
Adobe Certified Expert exam
Adobe Certified Master exam
Tips for taking the exam
Link to recording ----> https://youtu.be/ieFQI_4MEk8
Scaling Up: Thriving as a Small But Mighty Marketing Operations TeamJasmine Chung
Marketing Operations teams are under constant pressure to do more with less—from campaign execution to data hygiene to platform integrations—all while managing cross-functional communication and expectations. When you’re a small (but mighty) team, how do you stay focused on what’s important, and how do you scale?
Watch this session to hear from 3X Marketo Champion Chloe Pott, who will share her experiences (and advice) from the trenches of small, scrappy Marketing Ops teams. She’ll cover:
- Common challenges of small teams
- How to stay focused on what’s important and prioritize
- How to know when it’s time to invest in headcount
- Three essential components for for scaling
The success of the modern marketing strategy is threatened by four distinct threats. This presentation reveals the four threats and the process necessary to achieve superior marketing results in a world where marketers are resource-challenged, yet the mediums, channels, and strategies continue to become more complex. Enter agile marketing, a process that helps marketers overcome the challenges and succeed.
Product marketing excellence (product camp Toronto jul2015)ProductCamp Toronto
Product Marketing is key to the success of a firm’s Products, Services, Sales, and New Product Introduction (Launch) efforts. Question is – do you know what exceptional Product Marketing is, or looks like? For those of us in the field we need to define the key functions, what kind of background is needed - or must we develop, which metrics should be monitored, what elements of Digital Marketing are important, and what are a few key examples of exceptional product marketing. This session will be a GROUP BRAINSTORMING exercise to define excellence – and structure Product Marketing so we can target where to learn and improve. Ultimately, this session's goal will be to create a PRODUCT MARKETING SCORECARD – to help guide those in the Profession.
One Definition of Product Marketing | Product Marketing SummitJosie King
A presentation by Jim Walker, VP of Product Marketing, Cockroach Labs.
If you read a few job descriptions for a product marketing you'll quickly realize that everyone has their own definition of the role. In this session, we will walk through a conceptual definition of the role and how it can help you align expectations, hire what you need, and demonstrate value to your organization.
Presented to the product marketing community at the Product Marketing Summit New York 2019
All you need to know about marketing for your startup. From how to test your product through when to launch and how to build your marketing machine for scale.
In this Marketo User Group session, we covered the latest information on Marketo certifications. Chiara Riga and Ajay Sarpal have both brought their champion knowledge and gave us some tips for taking the exam. We broke down the different certification types and covered:
Adobe Certified Professional exam
Adobe Certified Expert exam
Adobe Certified Master exam
Tips for taking the exam
Link to recording ----> https://youtu.be/ieFQI_4MEk8
Scaling Up: Thriving as a Small But Mighty Marketing Operations TeamJasmine Chung
Marketing Operations teams are under constant pressure to do more with less—from campaign execution to data hygiene to platform integrations—all while managing cross-functional communication and expectations. When you’re a small (but mighty) team, how do you stay focused on what’s important, and how do you scale?
Watch this session to hear from 3X Marketo Champion Chloe Pott, who will share her experiences (and advice) from the trenches of small, scrappy Marketing Ops teams. She’ll cover:
- Common challenges of small teams
- How to stay focused on what’s important and prioritize
- How to know when it’s time to invest in headcount
- Three essential components for for scaling
The success of the modern marketing strategy is threatened by four distinct threats. This presentation reveals the four threats and the process necessary to achieve superior marketing results in a world where marketers are resource-challenged, yet the mediums, channels, and strategies continue to become more complex. Enter agile marketing, a process that helps marketers overcome the challenges and succeed.
Product marketing excellence (product camp Toronto jul2015)ProductCamp Toronto
Product Marketing is key to the success of a firm’s Products, Services, Sales, and New Product Introduction (Launch) efforts. Question is – do you know what exceptional Product Marketing is, or looks like? For those of us in the field we need to define the key functions, what kind of background is needed - or must we develop, which metrics should be monitored, what elements of Digital Marketing are important, and what are a few key examples of exceptional product marketing. This session will be a GROUP BRAINSTORMING exercise to define excellence – and structure Product Marketing so we can target where to learn and improve. Ultimately, this session's goal will be to create a PRODUCT MARKETING SCORECARD – to help guide those in the Profession.
One Definition of Product Marketing | Product Marketing SummitJosie King
A presentation by Jim Walker, VP of Product Marketing, Cockroach Labs.
If you read a few job descriptions for a product marketing you'll quickly realize that everyone has their own definition of the role. In this session, we will walk through a conceptual definition of the role and how it can help you align expectations, hire what you need, and demonstrate value to your organization.
Presented to the product marketing community at the Product Marketing Summit New York 2019
What does it mean to be a product marketer? What responsibilities do product marketers have?
Learn the answers to this, plus tips for elevating your company's product marketing here: https://www.drift.com/blog/what-is-product-marketing/
4-Step Marketing Formula to Startup Success - Pure Design SolutionPure Design Solution
Are you prepared to get a free access to the formula that will kickstart your business’s marketing and skyrocket your startup? These 4 Step marketing formula to startup success.
http://bit.ly/revenue-launchpad
Successfully launching a new product or feature is no simple feat.
This free template outlines a simple 4-stage product launch process and provides an overview of what should happen during each one:
+ STAGE 1: Launch Planning
+ STAGE 2: Pre-Launch
+ STAGE 3: Launch
+ STAGE 4: Post-Launch
Once you’ve read this guide you’ll be ready to start planning your next launch with the printable product launch checklist template you downloaded with this guide, or online with our customizable Excel template.
Executive's Guide to Content Marketing Bernie Borges
Content marketing is all about attracting buyers through content that creates engagement and trust delivered through online (social media) and offline channels.
Rahul Mathew from Jifflenow throws light on the essentials of a product marketing strategy. From the deck, you will gain insight on:
Overview of Product Marketing
Introduction to the Product Marketing Framework
Key Elements of Product Marketing
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
Branding is an essential part of your long term marketing plan. Pi Technologies is the leading branding company in Indore is dedicated to make outstanding brands by ensuring high level of customer satisfaction.
One of our favorite clients a few years back. This client was interesting as we helped bring a brand new product to the global markets and were so successful that his product is now the standard for the industry. Just like, “Kleenex” & “Ski-doo”, “Knifeless” is now the industry standard endorsed by all the major manufacturers and distributors globally. Here is a brief summary of what services we offered them. If you would like more information please feel free to contact us at www.exponentialsalesltd.com
Lead Generation Quick Wins - The Startup Marketing MeetupMarketing Envy
While building the marketing machine may seem like conquering Mount Everest (and it often is), there are some quick wins that will brighten up your day and pipeline. We'll let you in on those and also what are the fundamentals that you can't skip.
5 Take aways from the Marketing Performance Management StudyB2B Marketing Forum
Om beter inzicht te krijgen in de huidige situatie van marketing performance in B2B en de uitdagingen waar marketing managers elke dag mee te maken hebben, deed spotONvision een onderzoek naar de stand van zaken rondom B2B marketing performance in 2015.
In deze presentatie geeft Shimon Ben Ayoun inzicht in de resultaten van het onderzoek. Er wordt al gauw duidelijk waarom je aan de slag moet met het meetbaar maken van je marketingactiviteiten, met marketing performance management.
What does it mean to be a product marketer? What responsibilities do product marketers have?
Learn the answers to this, plus tips for elevating your company's product marketing here: https://www.drift.com/blog/what-is-product-marketing/
4-Step Marketing Formula to Startup Success - Pure Design SolutionPure Design Solution
Are you prepared to get a free access to the formula that will kickstart your business’s marketing and skyrocket your startup? These 4 Step marketing formula to startup success.
http://bit.ly/revenue-launchpad
Successfully launching a new product or feature is no simple feat.
This free template outlines a simple 4-stage product launch process and provides an overview of what should happen during each one:
+ STAGE 1: Launch Planning
+ STAGE 2: Pre-Launch
+ STAGE 3: Launch
+ STAGE 4: Post-Launch
Once you’ve read this guide you’ll be ready to start planning your next launch with the printable product launch checklist template you downloaded with this guide, or online with our customizable Excel template.
Executive's Guide to Content Marketing Bernie Borges
Content marketing is all about attracting buyers through content that creates engagement and trust delivered through online (social media) and offline channels.
Rahul Mathew from Jifflenow throws light on the essentials of a product marketing strategy. From the deck, you will gain insight on:
Overview of Product Marketing
Introduction to the Product Marketing Framework
Key Elements of Product Marketing
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
Branding is an essential part of your long term marketing plan. Pi Technologies is the leading branding company in Indore is dedicated to make outstanding brands by ensuring high level of customer satisfaction.
One of our favorite clients a few years back. This client was interesting as we helped bring a brand new product to the global markets and were so successful that his product is now the standard for the industry. Just like, “Kleenex” & “Ski-doo”, “Knifeless” is now the industry standard endorsed by all the major manufacturers and distributors globally. Here is a brief summary of what services we offered them. If you would like more information please feel free to contact us at www.exponentialsalesltd.com
Lead Generation Quick Wins - The Startup Marketing MeetupMarketing Envy
While building the marketing machine may seem like conquering Mount Everest (and it often is), there are some quick wins that will brighten up your day and pipeline. We'll let you in on those and also what are the fundamentals that you can't skip.
5 Take aways from the Marketing Performance Management StudyB2B Marketing Forum
Om beter inzicht te krijgen in de huidige situatie van marketing performance in B2B en de uitdagingen waar marketing managers elke dag mee te maken hebben, deed spotONvision een onderzoek naar de stand van zaken rondom B2B marketing performance in 2015.
In deze presentatie geeft Shimon Ben Ayoun inzicht in de resultaten van het onderzoek. Er wordt al gauw duidelijk waarom je aan de slag moet met het meetbaar maken van je marketingactiviteiten, met marketing performance management.
World Product Day 2019 / Product Tank HCMC #9: How to advocate product manage...Amanda Lam
Product Management is relatively new and unfamiliar to many company stakeholders. It has never been a major in colleges, and many people often have misconceptions that Product Managers = Project Managers, or holding a belief that digital Product Managers are just doing "IT".
Arguably, proper Product Management is vital to the longer-term sustainability of most companies. While visionary leaders with product-focused mindset are rare; we shall rely on no others but ourselves to pitch and convince upper management and key stakeholders the necessity to invest time and money into Product Management.
In this talk, we will discuss about:
- how Product Management practices can fit into the context of company strategy
- the key values that Product team drives and delivers to both external (clients / users) and internal (other departments) environments
- the processes that facilitate development of market-responsive products
There is no single formula of success, and each company should adjust and adopt its own unique ways to set up its Product team and strategy according to their talent mixes, business priority, stage of growth and competitive landscape. As such, we anticipate active dialogue and discussions among us so that we can learn our experiences from each other!
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...Higher Education Marketing
The New Year is a time of new beginnings. Whether it's training for career advancement or seeking a course to break into a new industry, countless people take this opportunity to go back to school. We call behavior like this the "Fresh Start" effect and educational institutions that capitalize on it can see measurable gains in their recruitment efforts.
In this month's webinar, the HEM team will walk you through the importance of advertising during the holiday period leading up to the new year and outline key strategies for advertising to this cohort. You'll learn how to craft ideal messaging and plan your advertising push, along with discovering which best practices ensure your institution will be ready to start the new year strong.
How to create a fully automated user feedback workflowTars
In this webinar we teamed up with the folks at Prodcamp to show you how you can setup an automated feedback collection system that addresses these issues. Specifically, we’ll show you how you can use chatbots to make feedback collection engaging for your customers and process automation to streamline the analysis process.
Download the free editable version here: http://bit.ly/1E5QRdQ
It's never too late to start planning your marketing strategy. Our 2015 marketing strategy & planning template walks you through the planning process and get executive approval from your boss. This guide is:
- Easy to use: We did all the hard work – just fill in the blanks.
- Direct: Includes a powerpoint that gets right to the point without the fluff.
- Tested over time: Helps organize the most complicated strategies.
- ROI-driven: Includes marketing budget recommendations.
Presented by Chris Spaulding, creator of The Simple Marketing System, this presentation breaks down many of the elements of an effective Facebook marketing campaign.
Measuring Marketing Success: Performance Metrics and ReportingPrintFleet
One of the biggest challenges for today’s marketers is measuring the success of their marketing initiatives. Your marketing strategy is a living document, which is why it’s important to set smart goals and regularly track the performance of your marketing activities against them. This data can be used to then adjust and refine your strategy to ensure you’re hitting key business objectives. In this presentation, we look at how to set smart marketing goals and track KPIs around email, social, blogs and websites, and lead generation. Learn best practices for tracking, measuring and reporting on your marketing campaigns today!
Integrating Sales & Marketing to Create a Conversion Driven CultureSmartTouch Interactive
Are your Sales and Marketing teams NOT at it again? When home sales are down, is it Marketing's fault for not generating quality leads or is it Sale's fault for not working the leads and following up?
Allocadia Webinar: Win the Race for Marketing Planning Success: 5 Best Practi...Allocadia Software
Marketing is notorious for developing their plans in isolation. With increasing pressure to deliver business value, great marketing teams are laser focused on aligning their activities to corporate objectives and revenue targets.
In this webinar, we'll show you how best-run modern marketing organizations are able to align targets and drive growth while managing budgets within a few percent of target, and answer key questions like:
How are we planning our activities against our target? How can we ensure our marketing campaigns, programs and tactics are aligned with revenue growth?
Watch this webinar and learn:
- 5 best practices in marketing planning used by best-in-class enterprise organizations
- How you can build marketing plans aligned to business objectives and global campaign initiatives
- How you can measure the impact of marketing investments, and reallocate spend to high performing programs (including what-if scenario plans to determine investment priorities)
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
You are here because you want to know what marketing do you need which is great because ou already know that you need marketing – you are already ahead of the curve
To show me the Hockey Stick Growth
To acquire initial clients
To get me some buzz / traction
To help me grow faster
To find me new markets
Because everyone has one
Because my investors told me to get one
Growth hacker
CMO
Super analyst
A creative buzz monster
A content wiz
Strategic Sun Tzu
Community manager
Confused?
Reason for confusion: Asking the wrong question: What marketing my startup needs
The right question: When does your startup need what
Test - Is your product ready?
Launch – Maximize impact
Growth – Scale, scale scale
Tech Company - No longer startup
הולך לדבר גם עם B2B
וגם על B2C
Many founders feel that they can simply launch the product to the public as soon as they’ve finished the development and QA. However, many have not formulated what they actually want to achiehve, not to mention how to explain the product to the world.
If you are Product company than you need
Test stage:
Messaging
KPIs
Funnels
Define your target audience – Lowest hanging fruits
Get a good copywriter to write your story and messages
Bring enough users in bursts to adapt to dev cycles
Create initial messaging according to target audience - minimum 4 versions copy
Install your Analytics everywhere
100% conversion rate increase - Remove camilyo
It’s also cheaper - more users fail as you go down the funnel - At the top of the funnel the impact will usually be the largest in terms of how many people will continue to the next stage
Funnels? Events? Users?
What’s relevant – What leads to conversion (chosen KPI)
Common – On boarding, Share funnel, daily usage – retention - Examples
Test for Purchase and subscription only after launch. First make sure you have product market fit
Cheaper and faster to test actions at top of the funnel
Adapt tests to dev cycle – work together
A client of ours had communication app – They allowed both Facebook and email – using only email increased the rate of people using the app as initial action by 50%. Set a goal to increase the number of people who login and then do initial action such as add more details, upload a photo or connect their cloud account
And this is how it looks when we look at the whole funnel – note that between 2nd and 3rd phase it’s higher in the old funnel but the overall conversion is higher
Bring traffic to youre website and test oppups and top bars, or anything else to make srue that when you launch, you can maximize the conversion ate
Popups, Top Bars, Exit banners – they can all work well as long as you provide awesome timely and needed content on your blog
Get a Facebook Page
Start being active on Twitter
Make sure to optimize your LinkedIn presence
Get a blog
Prepare a list of relevant bloggers
List your business online where possible
Create a landing page
Start working on your newsletter
Prepare and email to your contacts
Setup your blog and social presence – write initial content and get interaction so that your blog and social properties look alive
Get a blog running - Prepare a list of articles that will interest your target audience
Prepare a list of bloggers who might be interested in your product
List your business in releavant websites – From cruncbase for investors to Yahoo directory and from Angel list to Betalist
Create a landing page to collect emails and start your newsletters already
Need to manage Copywriter and manage the process of finding initial messaging - or at least know they need a copywriter or storyteller
Need to know how to acquire users – respeially on Google and Facebook - read the data
Work with product to determine KPIs and measure how the product works
Launch is a process – set a period of time for launch – after this period of time you’ll move into growth phaseand focus on different KPIs
Start analyzing from
Finalize your story with data from test - u know what works, you can now expand to a coherent story
Be Bold – Make sure you actually have a story
Target on the highest most narrow target audience that can give you sufficient traction
Steve jobs – First iPhone – Apple have invated world first – shown the finger Talk about this - The fucking finger – not scared at making a statement
Bring something else from startup content world
Clear
Measurable
Focus on
Hard to set KPIs - we don’t know how the product works yet
Choose Goals and KPIs for efforts:
Run campaigns on X channels
Get minimum number of users
Pitch X number of bloggers
Optimize content and website / a
Increase organic traffic by Y
Icons
Insert slides from previous PPT – icons
The fact you launched in not interesting to anyone – unless you’ve rediscovered penicillin – wait until you have something to say
If you want to do PR – Go with an agency located in target market and make sure you know how to maximize PR work
You;ve invented penicilien
You have customers who can back this up
Data about your industry and how it behaves
And you have founders or/and investors who are rock stars
If you are Product company than you need
Define KPI and set to get them any cost
Focus on launch success – You can only launch once - לא רואה בעיניים
Able to tie channels together – track and measure but mainly execute a coherent, complicated plan
Experience with many channels is more important then expertise with few
Holistic approach– Know how to measure all channels in one place – Google Analytics
Knows how to choose and interpret the story
Stays in the same channel – doesn’t go outside of comfort zone
Can’t set goals – doesn’t want to commit
If you die today – growth must continue
Analyze Data from Launch – What worked, what didn’t and what has potential
Become an expert in any channel that shows success – hire experts
Manage processes rather than channel
Building the marketing machine
Saying that you do Growth hacking is easy – finding the right features that will drive growth is a whole different matter.
Traffic before hacking– Hackers are multi talents – Don’t become one – hire one.
Start Playing - play with everything:
Email communication and signature
Viral mechanics
Conversion technics on mobile and web content
Play with content – Target audience and subjects
Take risks but measure it all religiously
Famous examples:
Airbnb = Craigslist story – posting all listing on craigslist as well – reverse hacking and invites – perfected invites and coupons
Hotmail with email signatures
Twitter – forcing to follow at least 5-10 accoutns after testing
LinkedIn – Public profile is nice and all but the who viewed your profile + email drips won
Mailbox - create desirability with showing you how far a long in the queue are you
Drop box – Giving you more volume when your friend joined -
Also mention gmail invites (remember people paid for them on ebay?
Or maybe this funnel – Inbound is a very good way to describe the holistic online marketing – make sure your content is there, your native ads, but most important :
1. What efforts to which stage of funnel
2. Analyze and draw conclusions
3. It’s cyclical
Talk about the change you’ve made in your clients’ lives – work
Show your impact on the world
Talk about your vertical - Become a thought leader
Focus on target audience – never all
Takes time – Minimum 6 months
Make sure the message aligns with the messaging!
Once you launch, you need to make sure your operation has the potential to be profitable and scalable - no other way to do that
K Factor: http://en.wikipedia.org/wiki/K-factor_%28marketing%29
Talk about AirB&B
Remember – No one in Facebook knew what was K factor was
However – There’s only 1 Facebook the rest should measure
Funnel 2b (open_event 4th day average retention; 12/06 – 18/06)
Yearly Planning
Budget – overall
Build team
Clear ROI goals
Product feedback loop - Marketing must send feedback to product
Innovate with channels – Take risks
Management experience
Vision – contributes and not just aligns with company’s vision
Sees more than Marketing department
Unrelenting commitment to results
You need strategy – holistic, long terms, brand aware strategy
Large marketing department – divided to teams
CMO – Face of the company
New products – new markets and languages
Not just online – TV and Print
Team in multiple locations
Hire Experts
Don’t be afraid of consultants – learn to measure their effectiveness
Test more risky channels - Downloads, push, Offline
Be the second one to jump on a new platform or channel – not the last
Use Social Media to create multiple touch points with customers – be wherever they are – invest in the long term relationships