Motarme NISP Digital Marketing for Startups - Coleraine-14 jan2016v2

DIGITAL MARKETING FOR

STARTUPS

Motarme Introduction

3

Michael White, Motarme

• Motarme

• Singularity

• Siemens

• Deloitte

• Marrakech

• Elavon

• Misys

B2B Technology Marketing• Marketing & Lead Generation Consultancy• Web Marketing Services• Sales & Marketing Automation Software

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“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”Caolan BushellBusiness Development ManagerMergon Group

Barry RooneyChief Operations OfficerSiemens ITSS

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

Joe LynchGeneral ManagerIMEC Technologies

“Generating leads online is now a central part of our sales strategy.”

About Us

Digital Marketing for Startups

66

Acquiring Customers

Your Customers today

Potential customers who are aware of your business

?

What’s the best way to connect and convert potential customers who are not aware of your company?

7

What is Marketing?

Sales Leads Awareness

Marketing

8

What is Marketing?

• Generate awareness among potential customers• Generate awareness among influencers – analysts, journalists• Generate leads that convert to business• Acquire and manage partners so they become a source of revenue• Communicate with customers to increase retention and up-sell• Monitor and react to competitors• Monitor and react to trends in our core market

THE PURPOSE OF MARKEITNG

Marketing – Demand Generation Sales – Conversion and closure

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Marketing Plan Structure

MARKETING

ONLINE

OFFLINE

OUTBOUND LEAD GENERATION2

1

1

2

• Content• Website• Pay-per-click advertising• Search Engine Optimization• Email marketing / newsletters• Social media marketing• Display ads & retargeting

BUDGET AND RESOURCING3

TEAM STRUCTURES4

SCHEDULE5

• PR• Analyst Relations• Tradeshows• Advertising – print

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A Repeatable Customer Acquisition Process

Our Goal

Predictable1

2 Scalable

3 Automatable

1111

Digital Marketing for Startups

Where do you start?

A simple Framework

Why Focus on Online Marketing?

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First – What is Online Marketing?

Offline

Press ads

PR

Website

Google ads

Social Media

Email

Direct Mail

Tradeshows

Analyst Relations

Online

1414

2345

1

47%

Source: DemandBase and Focus.com, 2011

Lead Generation is Moving Online

4 of the top 5 lead sources are online

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This is the way businesses buy today

A survey of B2B buyers in Europe found that

websites, web searches and email

made up 3 of the top 4 information sources when carrying out a

purchase

Source: 2011 BuyerSphere

survey

1616

• Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage.

• We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, ‘content-based’ marketing and automated marketing.

• Survey of 4,000 B2B technology buyers in the US

• 80% said they found the vendor, not the other way round.

Source: MarketingSherpa

This is the way businesses buy today

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More of The Buying Process Happens Online

Savo Group Research Study 2012 via PepperGlobal.com

• 41% of Business Buyers said they engaged with sales only after their initial research was conducted

• 25% said they initiated contact after they had already established a preferred list of vendors

Source: DemandGen White Paper “The New BtoB Path to Purchase”, 2012

of the buying process is completed before talking to a vendor.

58% – 70%

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Why You Need Outbound As Well As Inbound

If your product category is mature then potential customers will be searching for it online.

For example, CRM is a mature category. People who want a CRM solution will search online for relevant terms.

So CRM vendors should concentrate on inbound marketing for online lead generation.

If your product category is new, or you operate in a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product.

In that case, you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation

Outbound Lead Generation can sometimes produce faster results.

For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides

1

2

3

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The 3 Types of Lead

1

2

3

1. Outbound leads (“Spears”) – leads you create by identifying prospects and contacting them directly.

2. Inbound Leads (“Nets”) – leads you generate online.

3. Referrals – leads you generate through Word of Mouth.

1

2

3

Using Digital Marketing To Drive Sales

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Increase Lead Generation, Increase Sales

Generate more leads at the top of the sales funnel using

Digital Marketing

Use simple processes to categorise and nurture these leads so more of them convert to sales

€ $ £

1

2

2222

ABC, 1234

“What are you selling?” Your Value Proposition

“Who are you selling to?”

Your target buyers

A B“How will you sell?”

Your customer acquisition process

C

Bring people to

your website

1

Traffic

Persuade them to pay for your

service

3

Subscription

Convince them to renew each year –

retain your customers

4

Retention

2

Conversion

Persuade them to sign-up, register or

download

2323

A: Your Value Proposition


Your target buyers

“How will you sell?”

Your acquisition process

B C

i What value do you deliver?i How quickly can I see the value?i Why is your product better than competitors?i Why is it better than what I do at the moment?

Value Proposition: Why should I buy something from you?


A

2424

B: Your Target Buyers



Your target buyers

“How will you sell?”

Your acquisition process

A B C

i What do they want?i What do they like and dislike?i Where are they (countries, languages)i What industry sectors?i What types of organisation? Size, location ...i What are their typical roles or titles?i Where do they hang out online?

Who are your buyers?

2525

C: Your Acquisition Process



Your target buyers

A B“How will you sell?”

Your customer acquisition process

C

Bring people to

your website

1

Traffic


service

3

Subscription



4

Retention

2

Conversion


download

26

4 Key Steps for Customer Acquisition

26

Traffic

1

Conversion

2

Subscription

3

Retention

4

Bring people to

your website

1

Traffic


service

3

Subscription



4

Retention

2

Conversion


download

27


27

Bring people to

your website

Persuade them to sign-up, register,download


service

1 2 3Convince them to renew each year –


4

Traffic Conversion Purchase Retention

Use online marketing to drive traffic

- SEO- Pay-per-

click- Social

media- Email- PR

Use your website to convert traffic

- Value proposition

- Reflect the buyer

- Home page design

- Calls to action- Landing page- Lead capture- Follow-up

Use your product to persuade them to buy

- Define a process- Demonstrate value- Product can sell

itself Easy to use- Don’t let them

figure things out alone

- Increasing usefulness

Ensure they remain customers through a retention process

- Define a process for ‘renewals’

- Remind customers regularly of the value you deliver

- Contact them in advance of renewal

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Step 1: Drive Traffic to Your Website

28

Bring people to

your website

1

Traffic


- Content- SEO- Social

media- Pay-per-

click- Email

Content1

Pay-per-click2

Search Engine Optimization

3

Social Media4

Email Marketing5

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Step 1: Drive Traffic to Your Website

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Bring people to

your website

1

Traffic


- Content- SEO- Social

media- Pay-per-

click- Email

1. Content Production 1. What are your customers interested in?2. Text based documents – white papers, case studies3. Image based – infographics, presentations, photographs4. Video5. Blogs – mixture of text, image, video

2. PPC3. Search Engine Optimization

1. Keyword analysis & selection of best keywords to target2. On page SEO – update website structure and settings3. Off-page – Link Building

4. Social Media Marketing1. Identify influencers2. Actions for LI, G+, FB, Twitter, Slideshare, YouTube

5. Email6. Paid Online Advertising (non PPC)

1. Display2. Syndication

Steps for Increasing Web Traffic

30


30

Traffic

1

Conversion

2

Subscription

3

Retention

4

Bring people to

your website

1

Traffic


service

3

Subscription



4

Retention

2

Conversion


download

31


2

Conversion


- Value proposition

- Reflect the buyer

- Home page design


Step 2: Convert Those Visitors

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Content

Free Trial or Demo

1

2

Typically you can get people to register for 2 reasons – to trial your product or to access content

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2

Conversion


- Value proposition

- Reflect the buyer

- Home page design



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Reflect your target customers

Social proof and Trust Anchors

1

2

For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme

http://www.slideshare.net/Motarme/motarme-websitedesignguide2013v3

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2

Conversion


- Value proposition

- Reflect the buyer

- Home page design



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Use Landing Pages to convert traffic

3

Clear ‘Calls to Action’

4

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2

Conversion


- Value proposition

- Reflect the buyer

- Home page design



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1. Clear Value Proposition – why they should sign-up today2. Home page design – reflect your buyers , provide proof3. Landing pages – funnel traffic to particular pages on site4. Clear “Calls to Action” – offer something of value5. A/B Testing – split test your main landing pages6. “Nurturing” and Lead management7. 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

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2

Conversion


- Value proposition

- Reflect the buyer

- Home page design



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7 Principles of Conversion Centered Design

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2

Conversion


- Value proposition

- Reflect the buyer

- Home page design



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37


2

Conversion


- Value proposition

- Reflect the buyer

- Home page design



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1. Sliders2. Visual confusion3. You’re not where they’re

looking

Design

1. Sketchy testimonials2. No product/company reviews

Social Proofs

1. Rounding numbers2. Trust badges3. Inconsistent messaging4. Offers disappear

Trust Issues

1. Not fixing what matters

Conversion Killer

http://unbounce.com/conversion-rate-optimization/10-conversion-killers-and-the-hacks-to-fix-them/

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38

Automated Follow-up – AKA “Lead Nurturing”


service

3

Purchase






20

Email

Newsletter

Case study

Email

Nurture track 1

30

Email

White paper

Webinar

Call

Nurture track 2

40

Call

Email

Webinar

ebook

Nurture track 3

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service

3

Purchase






Step 3: Persuade them to purchase

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1. Demonstrate value early and often – within minutes, hours, not weeks

2. Encourage use – especially with web based products, the more they use, the harder it is to leave.

3. Call them – don’t try to automate too much at the start – talk to your prospects so you understand what they like and what they don’t like

4. Keep entry price point low – have a low price for getting started (with option to ramp up the price with usage/time)

5. Make it easy to buy – accept payements online, make sign-up process as simple as possible, remove any unneccessary steps, test with your customers

Persuade Visitors to Purchase

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4

Retention

Ensure they remain customers through a retention process

- Define a process for ‘renewals’

- Remind customers regularly of the value you deliver

- Contact them in advance of renewal

Step 4: Retain Your Customers

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1. Never stop selling to your customers – constantly remind them of the value you provide

2. Monitor their usage – if their activity slows up, or their account becomes dormant get in touch quickly to see how you can help and encourage them to reactivate

3. Survey customers on a regular basis to see if they are satisfied and to identify causes of dissatisfaction

4. Dedicated “renewals” team – for larger companies, have a dedicated ‘renewals’ team

Retention

Outbound

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The 3 Types of Lead

1

2

3

1. Outbound leads (“Spears”) – leads you create by identifying prospects and contacting them directly.

2. Inbound Leads (“Nets”) – leads you generate online.

3. Referrals – leads you generate through Word of Mouth.

1

2

3

43

Focus on Inbound and Outbound

€ $ £

Inbound Lead

GenerationOutbound Lead Generation

1 2

44

1. Outbound Lead Generation

Outbound Lead Generation

1

In ‘Predictable Revenue’ Aaron Ross (ex Salesforce) describes a systematic approach to identify and make contact with prospects.

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The ‘Predictable Revenue’ approach can be automated, tracked and managed – a systematic, repeatable and measurable process.

Outbound Lead Generation

1

1. Outbound Lead Generation

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Inside Sales

7. Execute and Assess

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• What does success look like?• How many positive responses indicate demand?• Rules of thumb – email open rates of 15% or above; 4% to 8% registration rates (for B2B); up to 30%

conversion rates for B2C; CTR above 1.2% on adwords campaigns• Can you extrapolate from test – do you have some predictable, repeatable traffic?

Execute and Assess

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Instrumentation• Make sure you can see what’s going on• Traffic volume, sources• Lead volume, sources, quality• Cost per lead, cost per sale (aka Customer Acquisition Cost - CAC)

Execute and Assess

http://www.motarme.com/

8. Growth Hacking

http://www.motarme.com/

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• Term coined by Sean Ellis, ex VP Marketing at Dropbox• Using a combination of Marketing tools, product feature

changes, analytics and experimentation to drive growth• Focus on User Growth• Try to identify opportunities for “virality”• Generally working with a restricted budget• Skillset is part marketing, part product development, part

analytics

• Examples:

Growth Hacking

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• Resource: GrowthHackers.com• Intro slide deck from Mattan Griffel -

http://www.slideshare.net/mattangriffel/growth-hacking• Caveat: some of the approaches won’t work for B2B enterprise

Growth Hacking

9. Resources

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Resources

• MarketingSherpa – fantastic source of advice and information on B2B technology marketing – www.marketingsherpa.com

• Great presentation “Building a Sales and Marketing” Machine from David Skok, Matrix Partners- http://www.forentrepreneurs.com/slides-sales-marketing-machine/

• Neil Patel’s blog QuickSprout (www.quicksprout.com) has excellent information on getting found on the web

• KissMetrics www.kissmetrics.com and ClickTale www.clicktale.com have great blogs• Scott Brinker, Chief Marketing Technologist blog – www.chiefmartec.com• Moz.com – great blog on SEO – also check out Bruce Clay www.bruceclay.com• Growthhackers central resource - http://growthhackers.com/• Unbounce - http://unbounce.com – tool to build landing pages that you can use when launching a

product• Lincoln Murphy’s blog Sixteen Ventures - http://sixteenventures.com/ - advice on pricing for SaaS• Sean Ellis’ advice on Product Market Fit for startups -

http://www.startup-marketing.com/the-startup-pyramid/• Ryan Gum blog - http://ryangum.com/8-aha-moments-needed-before-marketing-your-

startup/• Conversion rates - www.widerfunnel.com and www.conversionscientist.com and

www.Conversion-rate-experts.com

Links

http://www.forentrepreneurs.com/slides-sales-marketing-machine/

http://www.quicksprout.com/

http://www.kissmetrics.com/

http://www.clicktale.com/

http://www.chiefmartec.com/

http://unbounce.com/

http://sixteenventures.com/

http://www.startup-marketing.com/the-startup-pyramid/

http://www.widerfunnel.com/

http://www.widerfunnel.com/

http://www.conversionscientist.com/

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BooksResources

Also• “Crossing the Chasm”, Geoffrey A. Moore – classic guide to product marketing, good

intro to marketing for technologists• “The Art of SEO” – gets going after about page 80• “Advanced Google Adwords” by Brad Geddes• “Web Analytics 2.0” by Avanish Kaushik

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Thank YouMotarme Marketing Automation

T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com

Twitter: @motarme