When to hire or fire your Marketing ManagerAmit Lavi

December 2014

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

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Our customers

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Can’t see the plan from all the buzzwords

Marketing as a process

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So you want to hire a marketer

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Initial clients

Buzz / traction

Hockey Stick Growth

New markets

Because everyone has one

Because my investors told me to get one

I want a marketer for

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Asking around what type of marketer should I have

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Confused?

Don’t know who to choose?

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4 stages of the startupocopalypse

Test Launch GrowthTech

Company

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Test Phase If you can’t measure it – it doesn’t exist

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“Let’s Launch, the product is ready. I just feel it”

Why Test?

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Startup Launch is not an event – it’s a process you have to be ready for

Why Test?

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A target audience

Great messaging

Bring enough users

Analytics

Test – What do we need

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Never Assume

Test – Messaging

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Cheaper to test top of funnel

Adapt tests to dev cycle

Test – What to measure – Decide on KPI

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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

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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

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Test B2B – Make you’re your site is ready

Try:

PopupTop bar Exit bannerSignup form Visible CTA

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• Stop when:

o You reached your KPIs

o Messaging is effective

o You ran out of time

Test – When to stop testing

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Test – Build your presence from day -1

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• Experienced with:

o Product analytics

o Basic experience with PPC

o Managing copywriters

o Define KPIs

Test – Marketing Manager needed: The Analyst

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“Marketing is just about the story”

Doesn’t know what KPIs mean

Can’t play along with Product team

Not hands-on

Test – Marketing Manager needed – Fire If

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Ready, Set, Launch!

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Launch – Process , not one off

Analyze

Execute

KPIMeasure Plan

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Launch – Present your story

Be Bold

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• 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

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Choose your channels (B2B and B2C)

> 1 Channel

Focus on Core Audience

Test less promising channels

Launch – Go to market

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PPC campaigns

Mobile App installs

Search campaigns

SEO / ASO

Content marketing

Reviews

Native advertising

Offline conversions

Viral content

Launch – Acquisition – B2C

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Paid lead generation campaigns

Lead nurturing

Social Media Biz Dev

Industry reviews

LinkedIn direct emails

Gift campaign

Conference

Launch – Acquisition – B2B

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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

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Pareto specialist

Execute

Adaptable

The Launch Phase - Who and what we we are looking for

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Gets holistic marketing and can plan ahead

Define KPI and know how to reach

Tie channels together

Execute in many channels

Numbers driven

Launch – Marketing Manager Needed: The Marketing Director

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Can’t see beyond his channel

Can’t commit to KPIs

Can’t get his hands dirty

Launch – Marketing Manager Needed – Fire If

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Growth When we know launch worked

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Build the machine – Automate and create procedures and monitoring

Growth - Build the machine

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Non-linear process

Takes a long time

Data heavy, ROI focused

Constantly test new markets and verticals

Integrate channels into BI

Growth

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Analyze data from launch

Become / Hire experts

Manage processes not channels

Building the marketing machine

Growth – Excel in chosen channel(s)

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• Hire Channel pros

o The best Content Marketers

o PPC – Expert in best channel – the rest will come

o Analytics – Dedicated resource, connects all the dots

Growth – Build team

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Method and process, not miracles

Integrating the product into marketing

Get traffic first

Growth - “Hacking “

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Growth - Hacking examples

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The buzzwords :

• Inbound

• Content

• Native ads

Growth – Inbound and Content marketing –The buzzwords

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Got a story to tell? Now it’s the time for PR

Growth - PR – Should I start PR now?

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• Optimize for

o Retention

o Purchase

o Premium

o In-App

o Virality - K Factor

• Ask for Feedback from users

Growth– Product – Optimize down the funnel

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Growth – Product – Optimize down the funnel

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Growth - Marketing Manager: The Machine builder

Yearly planning

Yearly budget

Build team

Clear ROI goals

Product feedback loop

Innovate with channels

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No managerial experience

Lack of vision

Can’t see beyond marketing

Isn’t process driven

Growth - Marketing Manager needed – Fire if

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Bye Bye Startup The Marketing Factory

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Multi-product strategy

Multi-market strategy

Distributed team

Refines story

The Marketing Factory – the challenges

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The Marketing Factory – CMO

Strategic to the core

Visionary

Managers’ manager

Branding experience

International experience

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Thank you Now go and start marketing