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Agile Marketing for Startups

Agile Marketing for Startups

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Page 1: Agile Marketing for Startups

Agile Marketing for Startups

Page 2: 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

Page 3: 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?

Page 4: Agile Marketing for Startups

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

Page 5: Agile Marketing for Startups

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

LinkedIn

eNewsletters

Events

Webinars

Email campaigns

Lead nurturingTradeshows

Conferences

Seminars

CTA’s

FacebookTwitter

Google+

Page 6: Agile Marketing for Startups

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

Page 7: Agile Marketing for Startups

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.

Page 8: Agile Marketing for Startups

June 2016

Page 9: Agile Marketing for Startups

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

Page 11: Agile Marketing for Startups

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

Page 12: Agile Marketing for Startups

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

Page 13: Agile Marketing for Startups

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

Page 14: Agile Marketing for Startups

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June 2016

Automate and Integrate

Pick Your Tools

Tip #5KISS Rule

Page 15: Agile Marketing for Startups

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June 2016

Amplifying your voice

Pick TheRight Channels

www.yourwebsite.com

Page 16: Agile Marketing for Startups

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.

Page 17: Agile Marketing for Startups

June 2016

Metrics: Accountability to Action

Metrics Enable Agility

Page 18: Agile Marketing for Startups

June 2016

No Matter How Many Hats You Wear

You Need a Plan

Page 19: Agile Marketing for Startups

June 2016

Ship. The. Work.

Measure.Rinse.Repeat.A lot.

Page 20: Agile Marketing for Startups

June 2016

Look Outside Yourself to Learn

It’s Not About You

Page 21: Agile Marketing for Startups

Thanks