Post on 28-Jul-2015
2© 2015 Marketing Envy
Marketing Envy founders
Over 30 <gulp> years combined experience with tech start ups and multi-national brands
Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cloudyn, BlazeMeter, DMG, ICQ, Tuteboard,
GetEvents, Mantis Vision, Cliqdo, Outbrain
Billy Cina Amit Lavi
6© 2015 Marketing Envy
Initial clients Buzz / traction Hockey Stick GrowthNew markets Because everyone does itBecause my investors told me to start marketing
I want marketing for
10© 2015 Marketing Envy
Startup Launch is not an event – it’s a process you have to be ready for
Why Test?
11© 2015 Marketing Envy
A target audience Great messaging Bring enough users Analytics
Test – What do we need
13© 2015 Marketing Envy
Cheaper to test top of funnel Adapt tests to dev cycle
Test – What to measure – Decide on KPI
14© 2015 Marketing Envy
Login – Native email or Facebook/ Google login?
Test KPI No. 1 in funnel – Let’s start with Log-in
Email login and Facebook
Facebook only
15© 2015 Marketing Envy
Greatest impact on changing the top of the funnel
Test KPI No. 1 in funnel – Let’s start with Log-in
Email login and Facebook
Facebook only
16© 2015 Marketing Envy
Test B2B – Make you’re your site is ready
Try:
PopupTop bar Exit bannerSignup form Visible CTA
17© 2015 Marketing Envy
• Stop when: o You reached your KPIso Messaging is effective o You ran out of time
Test – When to stop testing
19© 2015 Marketing Envy
• Experience with: o Product analytics o Basic experience with PPC o Managing copywriters o Define KPIs
Test Phase – What skills do you need
20© 2015 Marketing Envy
“Marketing is not just about the story” No KPI – No GoProduct & marketing was play nice together Only Hands on
Test Phase – Remember
24© 2015 Marketing Envy
• Use starting point from Test • Measure without a starting point:
o Activities KPIs o Incremental increase o Minimum KPIs
Launch – How to set meaningful KPIs with no prior data
25© 2015 Marketing Envy
Choose your channels (B2B and B2C) > 1 Channel Focus on Core Audience Test less promising channels
Launch – Go to market
26© 2015 Marketing Envy
PPC campaigns Mobile App installs Search campaigns SEO / ASOContent marketing Reviews Native advertising Offline conversionsViral content
Launch – Acquisition – B2C
27© 2015 Marketing Envy
Paid lead generation campaigns Lead nurturingSocial Media Biz Dev Industry reviews LinkedIn direct emails Gift campaign Conference
Launch – Acquisition – B2B
28© 2015 Marketing Envy
2 things to remember about PR: 1. No one cares that you’ve launched 2. No agency is the best in all verticals
Solid, effective PR that will not make you cry over the monthly retainer requires:• An interesting product• With users &/or customers• Data about the market &/or customers• A good English (?) speaker for the journalists/analysts
Launch - PR
30© 2015 Marketing Envy
Holistic marketing plan Define KPI and know how to reach Tying channels together Executing many channels
Launch Phase – What do you need:
32© 2015 Marketing Envy
Build the machine – Automate and create procedures and monitoring
Growth - Build the machine
33© 2015 Marketing Envy
Non-linear process Takes a long time Data heavy, ROI focused Constantly test new markets and verticalsIntegrate channels into BI
Growth
34© 2015 Marketing Envy
Analyze data from launch Become / Hire expertsManage processes not channels Building the marketing machine
Growth – Excel in chosen channel(s)
35© 2015 Marketing Envy
• Hire Channel pros o The best Content Marketerso PPC – Expert in best channel – the rest will come o Analytics – Dedicated resource, connects
all the dots
Growth – Build team
36© 2015 Marketing Envy
Method and process, not miracles Integrating the product into marketingGet traffic first
Growth - “Hacking “
38© 2015 Marketing Envy
The buzzwords : • Inbound• Content• Native ads
Growth – Inbound and Content marketing – The buzzwords
39© 2015 Marketing Envy
Got a story to tell? Now it’s the time for PR
Growth - PR – Should I start PR now?
40© 2015 Marketing Envy
• Optimize for o Retention o Purchase o Premium o In-Appo Virality - K Factor
• Ask for Feedback from users
Growth– Product – Optimize down the funnel
42© 2015 Marketing Envy
Growth Phase – What do you need:
Yearly planning Yearly budgetBuild team Clear ROI goals Product feedback loop Innovate with channels
44© 2015 Marketing Envy
Multi-product strategyMulti-market strategy Distributed teamRefines story
The Marketing Factory – the challenges
45© 2015 Marketing Envy
The Marketing Factory Phase
Multi year strategyRefine visionBrandingInternational marketing