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Agile Marketing for Startups
June 2016
What we’ll cover:• Priorities and Challenges• Building a Budget• Getting to your market• Messaging • Measuring
What we won’t cover:• Agile as a Discipline• Fundraising• Product Viability• Product Go to Market
Agile Marketing for Startups
June 2016
• Not Enough Money• Not Enough People• Not Enough Clients• You don’t know what you don’t know• CAC < TLV
Top Marketing Challenges
You have a Great Idea…Now What?
June 2016
The Good News
Digital is the great equalizer
Technology is our friend
Do more with less
Better means to measure
Never Been a Better Time for Marketing
June 2016
It’s a Noisy Market
The Bad News
Buyers have more control than ever
A sea of tools
Drowning in data
SEOPPC
Banner Ads
VideoBlogs
eNewsletters
Events
Webinars
Email campaigns
Lead nurturingTradeshows
Conferences
Seminars
CTA’s
FacebookTwitter
Google+
June 2016
#1: Make a Plan• Define Your Market• Know Your Buyers & Their Journey(s)• Validate Your So What• Pick Your Channels
#2: Create a Budget
#3: Execute
Top Marketing Priorities
Be Agile!•Learn•Fail•Iterate
June 2016
How much to spend?• 12- 20% of projected gross revenue• 20-25% of your time
What to spend it on? • Research• Brand• Website• Tools• Content • Distribution: Email & Social• Events – Face to Face and Online• Ads/Content Syndication
Marketing Budget: Money & Time
Rule #1 – Make one
If you don’t lay the groundwork for the future, You’ll never have one.
June 2016
June 2016
Know Your Buyers
It’s not about you...
Bob: VP Franchise Operations
Functional AttributesJob Role Common Titles Org Chart Buying Center Demographics/Firmagraphics
Emotive AttributesInitiatives Challenges Buyer Need Lexicon
Decision Process AttributesBuyer Role Level of Engagement Decision Drivers
Behavioral AttributesContent Asset Types Interaction Types Watering Holes (Figuratively)
Get real about your importance in their worldMap their pain points to your servicesUse their languageGet into their shoes
Tip #1
Download the Free
Hubspot Tool
June 2016
The path
is rarely a straight line…
Awareness…Consideration...Decision
Tip #2
Map Your Buyer’s Journeys
Understand their Journey
SEO
Blogs
Social Publishing
Link Building
Social Promotion
Paid Advertising
Content Syndication
PR/Influencers
Events/Trade Shows
Messaging
Navigation
Calls to Action
Landing Pages
Forms Management
List Management
Buyer’s Journey
Content Marketing
Emails
Workflows
Lead Scoring
Events
Influencers/Social
Database
Management
Offers
Promotions
Onboarding
CRM Integration
Net Promoter Score
Ratings/Feedback
Client Successes
Advanced Workflows
Word of Mouth
Referrals
Visitors Leads Opportunities CustomersStrangers Evangelists
DELIGHTCLOSEENGAGECONVERTATTRACT
Build Your Process
June 2016
67% of the buyer journey is now done digitally. SiriusDecisions
To reach your lead generation and engagement goals, select and integrate:
• Tools• Channels• Processes
And leverage them with the right:
• Messaging• Content• Calls to Action• Nurturing
Define Your Digital Ecosystem
June 2016
Picking the Right Mix
13
June 2016
Put Your Website to Work
Your MVP (Most Valuable Property)
An Effective Website Must:
1. Attract visitors• SEO• Links
2. Engage Visitors• Provocative Information• Relevant Content
3. Convert them to Leads (or Sales)• Calls to Action• Downloadable assets• Ecommerce engine
4. Keep them coming back• Content for each stage of the
buyer journey• Fresh content = Blog
Tip #4Obey the
Goldfish Rule
14
June 2016
Automate and Integrate
Pick Your Tools
Tip #5KISS Rule
15
June 2016
Amplifying your voice
Pick TheRight Channels
www.yourwebsite.com
June 2016
Messaging: Outside-In not Inside-Out
Emotions Drive Decisions
• Right Message. Right Person. Right Time.– It’s not about you.
• Map core benefits specific to each Buyer Persona.– It’s not about you.
• Build content for each stage of the buying process, for each buyer persona.– It’s not about you.
• Tell Stories.– It’s not about your product.
June 2016
Metrics: Accountability to Action
Metrics Enable Agility
June 2016
No Matter How Many Hats You Wear
You Need a Plan
June 2016
Ship. The. Work.
Measure.Rinse.Repeat.A lot.
June 2016
Look Outside Yourself to Learn
It’s Not About You
Thanks