TEN MARKETING

ESSENTIALS FOR STARTUPS

TIM MATTHEWS

@timmatthewssv

TIM AND STARTUP MARKETING

• RSA Security – Acquired by Security Dynamics, EMC

• Ipedo – $14M in Series A and B funding; failed to exit

• PGP Corporation – Acquired by Symantec

• CrowdFlower – $28M in four rounds; future TBD

• Incapsula – Acquired by Imperva

THERE’S A LOT TO KNOW

• 610,365 books on marketing available on Amazon

• 9,963 on web marketing alone

10 ESSENTIALS

G2M Strategy The Four P's Sizing and Segmenting Your Market Developing a Positioning StatementAwareness Building and Delivering the Killer Presentation Writing a Press Release Building the Right WebsiteDemand Generation Building a Funnel Model Nurturing and Progressive Profiling Creating a Test and Measurement CultureSales Enablement Designing a Repeatable Sales Play

#1 – THE FOUR P’S

• Product – Refers to the actual goods or services, and how they relate to the end-user’s needs and wants. The scope of a product also includes supporting elements such as warranties, guarantees, and customer service.

• Price – Refers to the process of setting a price for a product, including discounts. Although most often price is described in terms of currency, it doesn’t have to be. What is exchanged for the product or services can be time, energy, or even attention.

• Place – Indicates how the product gets to the customer; for example, point-of-sale placement and retailing. Also known as Distribution, place can refer to the channel by which a product or service is sold (e.g., online vs. retail), the geographic region, (e.g., Western Europe) or industry (e.g., Financial Services), and the target market segment (e.g., young adults, families, business people).

• Promotion – Refers to the various strategies for promoting the product, brand, or company, including advertising, sales promotion, publicity, personal selling, and branding.

#2 – SIZING AND SEGMENTING YOUR MARKET

• TAM = Total Available Market

• SAM = Served Available Market

• SOM = Share of Market • CAGR = Compound Annual

Growth Rate

#2 – SIZING AND SEGMENTING YOUR MARKET

• Industry (if it matters)

•Buyer Title – you need to know their title to target them

•Buying Center – the group of people involved in a sale

•Buyer Persona – learning more about the buyer’s job, needs, habits

Get as Granular as

You Can

#3 – DEVELOPING A POSITIONING STATEMENT

#3 – DEVELOPING A POSITIONING STATEMENT

For (target audience) who wants/needs (reason to buy your product/service/brand),the (product/service/brand name) is a (frame of reference) that provides (your key benefit).Unlike (your main competitor), the (product/service/brand name) provides (your key differentiator).

For professional marketers who need to learn fundamental marketing skills, The Professional Marketer is a professional development tool that provides easy-to-understand and pragmatic advice to help them get their job done. Unlike searching through blogs or reading dozens of marketing texts, this book boils it down to provide a convenient and authoritative overview that can be applied directly to the job at hand.

#4 – BUILDING AND DELIVERING THE KILLER PRESENTATION

• Would you listen to yourself?

• Pay attention to attention levels – spike often

• Never present without rehearsing

• Open and close strong

#5 – WRITING A PRESS RELEASE

• What is the headline• What is the lede, aka lead?• Feature release or news

release?• Don’t forget links and

images

#6 – BUILDING THE RIGHT WEBSITE

• Design for function• Must be responsive in

2015!• Build in tracking from the

start• Less is more – think about

your CTAs

#7 – BUILDING A FUNNEL MODEL

• Start with your revenue target and work backward

• Use your own conversion rates if you can; otherwise, find benchmarks

• Agree on definitions of stages with Sales• E.g., What is a sales

accepted lead (SAL)?

#8 – NURTURING AND PROGRESSIVE PROFILING

• Lead Nurturing – a systematic process for moving leads to the next state

• Progressive Profiling – the process of collecting information about contacts over a period of time

#9 – CREATING A TEST AND MEASUREMENT CULTURE

• Set metrics for everything

• Test, test, test

• Encourage experiments

• Establish a safe zone

• Encourage employees to speak or blog about their tests

• Train employees to know what questions you will ask

#10 – DESIGNING A REPEATABLE SALES PLAY

HONORABLE MENTION

• Reading Crossing the Chasm

• Implementing Lead Scoring

• Doing Some Growth Hacking

IN CASE YOU HAVEN’T HAD ENOUGH…

http://matthewsonmarketing.com/tag/startup-essentials

http://www.slideshare.net/timmatthews2011/

@timmatthewssv