1. How to market your product?
Ravi Padaki
TIE Boot Camp
Bangalore

3. ENTERPRISE CONSUMER

4. Introductions

6. Challenge Conventional Wisdom
“I think generally people’s thinking process is
too bound by convention or analogy to prior
experiences. It’s rare that people try to think of
something on a first principles basis. They’ll say,
“We’ll do that because it’s always been done
that way.” Or they’ll not do it because “Well,
nobody’s ever done that, so it must not be
good.” But that’s just a ridiculous way to think..“
-Elon Musk

7. Where art thou?

8. Key Aspects
Product
Target
Segment
Driving user
traffic
PositioningPricing
Sales &
Distribution

9. Classic Marketing Funnel
Awareness
Interest
Desire
Action

10. The Marketing Funnel
how the customer thinks…
Do I know you?
Why should I care?
What’s in it for me?
How do I get it?
When can I get it?

11. Enterprise Marketing Funnel
Awareness
Interest
Understanding
Engagement
Trial
Purchase
Retention
May vary by industry, sector, product

12. Hi Tech Product Life Cycle
(based on Laws of Diffusion of Innovation)
12

13. Being First or Being the Leader Matters
Your brand can evolve as your company matures
Great products sell themselves
Marketing is Art, Not Science
Conferences are a waste of money
Analysts don’t matter
Word of Mouth is the best form of marketing

14. “Marketing is all about VALUE”

15. “Marketing is in the Product”

16. First Find A
Blueprint for Customer Success

17. Retention, Retention, Retention!

18. “Marketing is all about generating
DEMAND”

19. How do you generate demand?
Can you get your message above the noise?
And does it stick with emotion?

21. How do you generate demand?
Can you make it easy for customers to buy?

24. “Marketing is all about understanding
consumer PSYCHOLOGY”

25. Converting prospects to customers

26. How to generate demand?
Science of Persuasion
Reciprocity - e.g. Be the first to give
Scarcity – e.g. Limited time availability
Authenticity – e.g. Talk about expertise
Consistency - e.g. Ask for voluntary commitments
Liking - e.g. Establish background of relatedness
Consensus – e.g. Reuse of towels with feedback
Search on youtube for a short video

27. Research And Purchase Trends
Purchase
Online e.g. Large appliances
e.g. Books, Music,
Apparel
Offline e.g. Apparel e.g. Luxury goods
Offline Online
Research

28. How to come up with positioning?
For (target customers)
Who are dissatisfied with (the current market
alternatives)
Our product is a (new product category)
That provides (key problem-solving capability)
Unlike (the product alternative)
We have (assembled key whole product features
for your specific application)

29. “Marketing is all about
PERSONALIZATION”

31. “Marketing is all about EXECUTION”

32. Channel Reach Opened/Inter
ested
Clicked/Evaluat
ed/Had a
question
Conversion % Total spend Total Cost of
Acquiring
CAC per
customer
Webinars
Social
networks
SEM
SEO
PR
Campaign
Contests
Apps &
Widgets
Domains
Blogs
Emails
Affiliates
Biz Dev
TV
Print
Conferences/S
eminars

33. Phase Tool Goal Key Personas
Pre-Launch Blog, Twitter,
Google
Analytics
Awareness Compelling
content
Visionary
Launch Blogger PR Interest Unique,
differentiated
position
Technocrat
Build pipeline Video, You
tube
Understanding Evangelist,
crisp script
Operator
Customer acquisition Webinars Engagement &
Trial
Passionate
customers
Influencer
Production customers Forums Purchase,
Repeat
purchases
Passionate,
active
customers
Economic
buyer, Decision
maker
Guerrilla Marketing Plan

34. Price is what you pay. Value is what you get!
- Warren Buffett

35. Engines of growth (Lean Startup)
Sticky
• e.g. News sites
Virality
• e.g. Social networks
Paid
• e.g. Ecommerce

36. Track the right metrics
Revenues
Referral
Retention
Activation
Acquisition
Source: Dave McClure’s Pirate Metrics - AARRR

37. Thank You
Ravi Padaki
Founder, Pravi Solutions
Mobile: (91) 953-557-3939
Email: ravi@pravisolutions.com
Web: www.pravisolutions.com
Do more with ideas…Do more with ideas…Do more with ideas…Do more with ideas…