Gorilla Guerrilla Marketing...Hi, I’m Katie Martell • Co-Founder/CMO @ B2B SaaS startup Cintell...
Transcript of Gorilla Guerrilla Marketing...Hi, I’m Katie Martell • Co-Founder/CMO @ B2B SaaS startup Cintell...
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Gorilla Guerrilla Marketing
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Hi, I’m Katie Martell
• Co-Founder/CMO @ B2B SaaS startup Cintell
• ~ 10 yrs marketing to marketers
@ NetProspex (now D&B)@ Aberdeen Group@ Version 2.0 Communications
• Marketing speaker, writer, truth-teller, consultant
@KatieMartellwww.Katie-Martell.com
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For startups & small businesses,budget is not our greatest resource.
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DRIVE and AGILITY and INNOVATION is high.
DOLLARS and TIME and AWARENESS are low.
We cannot OUTSPEND…
… so we must get CREATIVE, OUTWORK and OUTSMART.
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Gorilla Guerrilla Marketing
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Gorilla Guerrilla Marketing
Unexpected, resourceful, impactful marketing.
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We see 500 - 3,000 marketing messages every day.
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Impact = measurable ROI, demonstrable results. (Make the CFO smile.)
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4 examples of guerrillareal, unexpected, resourceful,
impactful marketing.
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1) SHAKE UP A TRADE SHOW
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100k Twitter impressions120+ leads
$200k in pipeline
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2) “BORING” CAN BE BUZZWORTHY
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20k votes in 5 days42 countries
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3) BE BOLD.
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Go after competition…
Free utility for competitor’s software.
“Important upgrade”
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Drove sales, momentummarket leader & IPO
through market collapse
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4) BE HONEST.
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Tackle top frustrations, literally.
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Videos:
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Low-budget videos
160,000 viewsPositioned new software launch which became “most successful
launch in company’s history.”
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Understand your buyer.
Don’t aim for tier 1 press coverage.
Be bold, creative.
Ask forgiveness, not permission.
Drive measurable results.
@KatieMartell