Online Marketing for Startups | 2015 Philipp Klöckner @Plug and Play Accelerator
Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012
-
Upload
rebecca-herson -
Category
Business
-
view
820 -
download
1
description
Transcript of Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012
![Page 1: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/1.jpg)
www.theleanmarketer.com
Lean Marketing for Early Phase Start-ups
Rebecca Steinberg Herson
Presented to: DreamIt Tel Aviv Accelerator
April 23, 2012
1 Copyright © 2012 Rebecca Steinberg Herson
![Page 2: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/2.jpg)
www.theleanmarketer.com
A bit about me
2
• Led global marketing for over a decade in tech
companies & non-profits
• 3 high-growth Deloitte Fast 50 companies
• Primarily B2B, some B2C
• Today: principal at The Lean Marketer, providing
outsourced CMO services
• Fan of the Boston Red Sox & Celtics
![Page 3: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/3.jpg)
www.theleanmarketer.com
So this is marketing…
3
![Page 4: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/4.jpg)
www.theleanmarketer.com
Our ambitious agenda
• Getting to know your customers
• Getting to know your industry ecosystem
• Lean product management
• Segmenting your market
• Defining your message
• Increasing your influence
• Calls to action
• Promotion
• Identifying what’s working (calculating ROI)
4
![Page 5: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/5.jpg)
www.theleanmarketer.com
YOUR SOLUTION SOLVES A PAIN.
WHO SUFFERS FROM THIS PAIN?
Getting to Know your (potential) Customers
5
![Page 6: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/6.jpg)
www.theleanmarketer.com
Your Customer is Not You
6
![Page 7: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/7.jpg)
www.theleanmarketer.com
How to get to know your customer
• Old days
– Focus Groups
– Phone surveys
– Analyst Reports
– Trade Shows
7
Today
![Page 8: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/8.jpg)
www.theleanmarketer.com
Market Surveys • Use surveys to
– test product ideas
– confirm your instincts
– refine your message
– discover new potential customers
• Google docs - its completely free
– Can be edited collaboratively (whoever you allow)
– Lots of available designs, or embed in your own web page or blog
• LinkedIn Polls
– Survey your own network for free
– Survey specific demographics for a fee (~$1/response)
8
![Page 9: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/9.jpg)
www.theleanmarketer.com
How to get people to fill out the surveys
• Post on groups, update your status, tweet, repeat
• Beg your friends and beg them to beg their friends
• Incentivize them
– free ipod/amazon gift certificate/ coffee with the founders…
– early access to your beta
• Reach out personally
– you can send a message to anyone LinkedIn member in the
same group as you
– Inmail also works but has to be very enticing
9
![Page 10: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/10.jpg)
www.theleanmarketer.com
Paid Survey Audience Solutions
• B2B:
– http://www.thinkspeed.com/ $3 - 5K/ survey depending on
the audience
• B2C:
– SurveyMonkey Audience
http://www.surveymonkey.com/mp/audience/
– $3.00 per finished response for standard demographics
(gender, age, income, education, employment, location.
Requires professional plan (~$20/month)
10
![Page 11: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/11.jpg)
www.theleanmarketer.com
Jump in to Social Media
11
![Page 12: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/12.jpg)
www.theleanmarketer.com
Identify key people in your industry
• Search Twitter, LinkedIn, Facebook for relevant people, groups, comments,
companies
• Follow, read their tweets, check their blogs
• Retweet relevant content – people appreciate it and it builds your
credibility
• Tweet your own thoughts – be authentic
• Join relevant groups on LinkedIn, Facebook
• “Lurk” for a while before you jump in – think cocktail party
• Then, start discussions (LinkedIn)
• Correspond with people who enter the discussion
• DM influencers (Twitter)
• Reach out to people – they are people, and most want to help
12 Become part of the conversation
![Page 13: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/13.jpg)
www.theleanmarketer.com
Trade Shows – a concentrated learning
tool
• If you attend, do your homework
• Check on twitter what people are saying about the event, tweetups planned
• Review all the exhibitors and speakers – who do you want to talk to? Do
you want to meet the exhibitors or the attendees?
• Most of the people in the booths are sales reps – is that who will be most
useful for you? Some companies also send executives, but they don’t hang
around waiting for visitors; you need to book an appointment
• The Press are also there. Don’t bother with them unless you already have a
customer they can talk to
• Look up the people you want to meet on LinkedIn and memorize what they
look like – you just might run into them in a hotel lobby
13
![Page 14: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/14.jpg)
www.theleanmarketer.com
IDENTIFY 3 WAYS YOU CAN LEARN MORE
ABOUT YOUR CUSTOMERS
14
![Page 15: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/15.jpg)
www.theleanmarketer.com
EXPLORE YOUR ENVIRONMENT
15
Don’t forget, polar bears can be sneaky
![Page 16: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/16.jpg)
www.theleanmarketer.com
Your Environment
• Narrow it down to the relevant:
– Competitors
– Potential Partners
– Sales Prospects
– Journalists/bloggers
– Industry analysts
– Marketing channels
– Industry events
– Etc.
www.theleanmarketer.com 16
TechCrunch Disrupt is not the relevant launchpad for
every startup
![Page 17: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/17.jpg)
www.theleanmarketer.com
Free tools for Web research
• Identify industry events, active companies, potential
partners, competitors http://www.google.com
• Identify market trends over time, estimate potential volume
and geographies http://www.google.com/insights/search/
• Estimate traffic volume, cost of acquisition, find related
keywords https://adwords.google.co.il/o/KeywordTool
• Identify your competitors keywords:
http://www.keywordspy.com/
• Get your questions answered: http://www.quora.com/
17
![Page 18: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/18.jpg)
www.theleanmarketer.com
Don’t Know? Post a Q on Quora
• http://www.quora.com/
www.theleanmarketer.com 18
![Page 19: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/19.jpg)
www.theleanmarketer.com
Learning @ LinkedIn
19
![Page 20: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/20.jpg)
www.theleanmarketer.com Copyright (c) 2010 Rebecca Steinberg
Herson 20
![Page 21: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/21.jpg)
www.theleanmarketer.com
IDENTIFY 3 QUERIES THAT WILL HELP YOU
LEARN MORE ABOUT YOUR ENVIRONMENT
(COMPETITORS, CHANNELS, ETC.)
21
![Page 22: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/22.jpg)
www.theleanmarketer.com
LEAN PRODUCT MANAGEMENT
22
![Page 23: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/23.jpg)
www.theleanmarketer.com
Test Early and Often
There is no substitute for watching real people try
(and fail) to use your product
23
![Page 24: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/24.jpg)
www.theleanmarketer.com
Testing Tools
• Your brain
• All the survey & social networking tools mentioned
earlier
• http://pickfu.com - $10 for 50 opinions
– Use for A/B testing
– Gauge popular opinion
– Determine consumer preference
– Predict consumer behavior
www.theleanmarketer.com 24
![Page 25: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/25.jpg)
www.theleanmarketer.com
WHAT ARE 3 LEAN TESTS YOU CAN RUN
BEFORE YOU RELEASE BETA?
25
![Page 26: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/26.jpg)
www.theleanmarketer.com
SEGMENTING TARGET MARKETS
26
![Page 27: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/27.jpg)
www.theleanmarketer.com
Identify your ideal customer(s)
Build marketing personas • Customer company size / end-user demographic
• Vertical industry – finance, medical, retail, automotive,
etc.
• Geographic location
• Who is my potential buyer? What is his/her job title?
• Who are my influencers? What are their job titles?
• What is the total addressable market?
• Who competes in this market already?
27
![Page 28: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/28.jpg)
www.theleanmarketer.com
Segmenting the market
• Different segments will require different marketing
strategies
• May require slightly different product features
• Try to limit yourself to the quickest acting segment at
first – for first customers
• Later, focus on the most profitable segment
28
![Page 29: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/29.jpg)
www.theleanmarketer.com
WHO SHOULD BE YOUR FIRST TARGET
SEGMENT? WHAT CHARACTERIZES THEM?
29
![Page 30: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/30.jpg)
www.theleanmarketer.com
DEFINING YOUR MESSAGE
30
![Page 31: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/31.jpg)
www.theleanmarketer.com
Value Proposition, Elevator Pitch
• The unique value you offer to your customers
• Boil it down into a very short, medium and long
statement
• Literally try saying it in the elevator – it’s hard
• Test it out on others, especially outside your company
• Polish this before you start officially promoting, to
maintain consistency
31
![Page 32: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/32.jpg)
www.theleanmarketer.com
Elevator Pitch Template
32
From: http://techcrunch.com/2011/12/30/startups-give-us-your-best-one-sentence-pitch/
![Page 33: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/33.jpg)
www.theleanmarketer.com
WHO IS YOUR (INITIAL) TARGET AUDIENCE?
WHAT PROBLEM DO YOU HELP THEM SOLVE?
33
![Page 34: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/34.jpg)
www.theleanmarketer.com
INCREASING YOUR INFLUENCE
34
![Page 35: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/35.jpg)
www.theleanmarketer.com
Why you need a blog (or FB Page, or Vlog,
or Tumblr, or Twitter feed, or…)
• It’s the second thing people will look at when they want to understand
you and your company
• (the first is your LinkedIn profile)
• Great for SEO
• It becomes your own media channel - who needs ComputerWorld
anymore?
• Gives you more credibility with the mainstream media – you can become
a source for them
• Gives you something to tweet, for people to retweet, and for them to
comment on – gets you into the conversation
• Of course, you need to have something to say
35
![Page 36: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/36.jpg)
www.theleanmarketer.com
Start your blog (or X…)
• Blog can be your own personal blog, that is, if you have enough to say on your own
• If you open a company blog, you will have more options for contributors
• Facebook pages have lots of blog-ish options; main drawback: not searchable
• Be authentic
• Talk about issues in the industry
• Comment on newsworthy items
• Offer advice
• Blog at least 2 months before you want to publicize it
– This ensures you know what you’re getting into and can maintain it
– You will have archived content from day 1
• If you’re vlogging, include keyword-heavy descriptions for each video
• Include CALLS TO ACTION in your blog or near your posts
• Don’t know what to write about? http://blog.kissmetrics.com/topic-generation-machine/
36
![Page 37: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/37.jpg)
www.theleanmarketer.com
THINK OF 5 IDEAS YOU CAN
BLOG/VLOG/TWEET ABOUT
37
![Page 38: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/38.jpg)
www.theleanmarketer.com
THE CALL TO ACTION
38
![Page 39: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/39.jpg)
www.theleanmarketer.com
Calls To Action
• Sign up for our newsletter
• Visit our web site
• Download this white paper
• Enter this contest
• Meet us at this event
• What do you think about X? Tell us in the comments
• Register for our free version
• View this webinar
• Answer our survey
• Call our hotline… operators standing by
• BUY!!!
39
![Page 40: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/40.jpg)
www.theleanmarketer.com Copyright (c) 2010 Rebecca Steinberg
Herson 40
![Page 41: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/41.jpg)
www.theleanmarketer.com 41
![Page 42: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/42.jpg)
www.theleanmarketer.com www.theleanmarketer.com 42
![Page 43: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/43.jpg)
www.theleanmarketer.com 43
![Page 44: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/44.jpg)
www.theleanmarketer.com
WHAT ARE 5 DIFFERENT CALLS TO ACTION YOU
CAN USE TO MARKET YOUR SOLUTION?
44
![Page 45: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/45.jpg)
www.theleanmarketer.com
MARKETING PROMOTION
45
![Page 46: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/46.jpg)
www.theleanmarketer.com
Promotion
46 MIT Sloane School Marketing Management Course Lecture
Social Networking
![Page 47: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/47.jpg)
www.theleanmarketer.com
Public Relations
• Keep track of articles that cover your industry – these are most likely the
journalists you will want to contact when the time comes
• Journalists look for newsworthy stories:
– Timely
– Conflict
– Unexpected
– Meaningful
• Craft your “pitch” based on what you’ve learned about the journalist – what
kinds of stories does s/he write?
• Try for the less obvious publications – you may find coverage easier to
achieve
47
![Page 48: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/48.jpg)
www.theleanmarketer.com
Trade Shows/ Conferences
• You don’t necessarily have to exhibit (expensive!!) – try visiting the first
time, and making appointments – great research tool
• Apply for speaking engagements even if you don’t exhibit
• Check with the organizers if they have any matching-type services to
bring relevant people to you
• Request the press list in advance and reach out to relevant journalists
before you get there
• Tweet that you’re going; update your LinkedIn profile; Facebook
• Don’t expect the relevant leads to show up just because you are there.
You need to make the meeting happen.
48
![Page 49: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/49.jpg)
www.theleanmarketer.com
HOW TO KNOW WHAT’S WORKING (ROI)
49
![Page 50: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/50.jpg)
www.theleanmarketer.com
How to Measure What’s Working?
• SALES (of course)
• What if you’re not selling? Divide your pipeline into specific stages, and track
opportunities as they progress
50
Social/ SaaS: 1-free trial registrant 2-spent time on site/app 3-populated personal profile 4-asked support question … 8-signed up for 1 month paid 9-Renewed for 1 year paid
Traditional Enterprise Product: 1-Qualified suspect – meets our criteria 2-Initiated contact 3-Interest expressed – potential opportunity identified … 9-Verbal commitment to purchase Closed Won Closed Lost Stalled/Postponed
![Page 51: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/51.jpg)
www.theleanmarketer.com
Sample Pipeline by Lead Source
51
0
2
4
6
8
10
12
14
Stage6
Stage7
Stage8
Stage9
Sold
Trade ShowLondon
Google Ads
Webinar onSecurity
Articles
![Page 52: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/52.jpg)
www.theleanmarketer.com
Measuring Conversion Rate
52
1175
94
41
Unique page views
Respondents
58 Attendees
4700 Email blast sent
Invitations Opened
2% of invited
44% page conversion
25% open rate
Attendees > respondents indicates WOM
![Page 53: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/53.jpg)
www.theleanmarketer.com
Iterate, Iterate and Iterate Again
• Build in feedback models
– A-B testing
– Track opens, clicks, event attendance, registrations, etc.
• Do it better the next time
• Adjust your message
• Adjust your demo
• Adjust your home page
• Adjust your marketing channel
• Try to improve the # of leads coming into the funnel
• Track and improve your conversion rate at every step in the funnel
53
![Page 54: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/54.jpg)
www.theleanmarketer.com
WHAT SALES STAGES ARE MEANINGFUL
FOR MY BUSINESS?
54
![Page 55: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/55.jpg)
www.theleanmarketer.com
That first (second or third) customer
• Revenue is important, but in the early stage these are even more important:
• Feedback that can help improve the product
• Testimonial - a customer approves a quote for your web site or other marketing materials
– “This product is great because it solves such & such problem…”
• Case study – customer goes on the record with before/ after data and quotes
• Reference – customer agrees to talk to other potential customers, journalists or analysts about how great you are
55
![Page 56: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/56.jpg)
www.theleanmarketer.com
Useful Marketing Resources
http://theleanmarketer.com
marketing resource list in right column, scroll down
Highly recommended reading:
56
![Page 57: Lean Marketing for Early Stage Startups - DreamIt Accelerator - April 2012](https://reader033.fdocuments.in/reader033/viewer/2022051314/5585bdffd8b42a5e5a8b4f5c/html5/thumbnails/57.jpg)
www.theleanmarketer.com
Thank You!
Rebecca Steinberg Herson
+972-54-444-2372
http://il.linkedin.com/in/rebeccaherson
57