Batch 12MARKETING 101

@percival

Most people suck at marketing.

Quick Pro Tips

• You’ll might need to try 10 things to get 1 thing that works• 98% of visitors don’t convert so how do you bring them back?• Marketing at it’s core is about moving emotions and feelings like

• Desire• Greed• Lust• Nostalgia• FOMO• Etc etc

• Knowing your shit with regard to marketing (or at least acting like you do) is key to fundraising

• Never say “We do all this with no marketing!”

• KNOW YOUR NUMBERS

Marketing Hiring Tips

• In the early days, the founders need to do everything. Sorry not sorry!

• Post Seed/Series A, make your first senior marketing hire

• At any time bring in a jr analyst and/or media buyer• Agencies can be your friend and your worst enemy• Avoid the early CMO trap• Consider performance based comp• Weave is great place to find em

Reasons Your MarketingHire Will Not Be Successful

They don’t have the budgetthey need to be successful.

Expectations Actual Budget

Actual Budget

Your CTO is kind of a jerk and doesn’t really care about marketing

Or there’s no developer resources available.

You go into panic mode on the marketing team way too often.

Measurable and sustainablegrowth is not encouraged.

"Yes, the planet got destroyed. But for a beautiful moment in time we created a lot of value for shareholders."

The Lingo

• CAC/ACQ/CPA = Customer acquisition cost, acquisition, cost per acquisition• CPL = Cost per lead• LTV = Life Time Value• LTV net ACQ = Life Time Value net acquisition costs• Funnel = A series of pages/events a user must navigate• CPC = Cost Per Click• CPM = Cost Per 1000 Impressions• CTR = Click through rate• IO = Advertiser Insertion Order• Churn Rate = Loss of users from one cohort to the next• Earned Media = Free(ish) organic traffic usually driven from social• SEM = Search Engine Marketing (paid)• SEO = Search Engine Optimization (Freeish)• SERP = Search Engine results page• Above the fold = Viewable to the user without having to scroll• Back Links = Links from external websites into yours• White Hat/Grey Hat/Black Hat = Legit/Somewhat shady/Way shady• Pagerank = How Google determines authority and rankings of websites in search• Edgerank = Facebook’s version of page rank• Open rate = The rate at which an email campaign emails are opened

Attribution

• www.yoururl.com/?utm_source=Facebook&utm_campaign=Freetrail&utm_keyword=dentist_appointment

utm_source – Where the traffic is coming from

utm_campaign – Name of the campaign you’re running

utm_keyword - for PPC or FB interests the keyword used

Talking To InvestorsAbout Marketing

Acquisition Sources

Email27%

Refer-a-Friend18%

Affiliates12%

Organic13%

Daily Deals10%

Facebook(Paid)

6%

Adwords2%

Retargeting

10%

We have tested XX sources and know what works.

We’re ready to XX our user acquisition efforts.

Top Performing Channels:

• Email

• Facebook (Paid)

• Refer-A-Friend

Worst Performing or

Non-Scalable Channels:

• Daily Deals

• Adwords

• Grandma’s Bingo Team

Recent Month’s Acquisition Sources

Paid Acquisition (CPL Model)

On average our CPL is $x.xx.

XX% of our leads convert within the first 30 days.

Our best performing channel for leads is XXX (Facebook, Email, TV, etc).

Channel CPL Conv. % Avg. LTV

Facebook $1 40% $100

Display $2 30% $100

Affiliate $3 20% $100

Twitter $4 10% $100

Shady SEO $5 5% $420

Paid Acquisition (Subscription or SaaS Model)

0

2000

4000

6000

8000

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12000

$0

$10

$20

$30

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Apr May Jun Jul Aug

Paid CPA New Subs

Our paid subscriber acquisition is XXX (sustainable, scalable, improving, etc).

Pitt falls to avoid

• Doing too much discounting• Burning too much cash• Acquiring bad customers• High overhead, low yield partnerships• Pricey PR engagements

Q&A