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Be Awesome at Startup Sales & Marketing
The Only 2 Things You Need to Know
April Dunford
rocketwatcher.com
@aprildunford
A Startup is an organization formed
to search for a repeatable and scalable

Business Model

Steve Blank
Sales & Marketing Make a Startup a Business
The Business Side of Startups is Hard
How do I increase
blog traffic?
How do I get more
email signups?

How do I
improve SEO?
How do I build a better
product demo?

How do I run a
better event?
How do I get more
customer references?

Questions Google Can Answer
How do we improve
How do I convert
How do I get more
more trials to paid followers on Twitter? sales effectiveness?
customers?
How to I build a better
How do I create
How do I write
landing page?
better content?
better ad copy?
Questions Google Can’t Answer
What Tactics are Right for My Business?
How Do I Tailor Tactics for My Business?
Am I Maximizing the Revenue I Get for
the Marketing and Sales I’m Doing?
There are Only 2 Things You Need to Know
1
The Difference Between a Great Marketer and

A JACKASS

Is Knowing Who to Market To
Marketing is The Art of Connecting

People

with

Stuff
They
Want
Marketing is The Art of Connecting

People
(Forgetting this
part makes you
a jackass)

with

Stuff
They
Want
Company
Characteristics
Business Model
Characteristics

Job Roles
Other Products They
Use

Geographic location

Skill Level

What are the Characteristics of Folks that Love My Stuff?
Demographics

Regulatory Environment

Budget Size
Business Restrictions

Purchase Channel

Education
What is it About my Stuff That They Love?
Social Media
Face to Face

email
IM

Blogs
Magazines

What is The Best Way to Communicate with Them?
Sponsorships
Television/Radio

Tradeshows
Industry
Associations

Phone
Events
2
The Difference Between a Great Sales Person and

A JACKASS

Is Knowing How Customers Buy
How Customers Buy
Everything
is Good
here

No Need

I get that I
might need
something
but not right
now
Need

I need
something
but I’m not
sure exactly
what
Eval.

I want to
I am using
buy your
your stuff
stuff. Please and I like it
sell it to me

Buy

Enjoy

I need your
stuff and will
continue to
need it

Re-new
How Customers Buy
Everything
is Good
here

No Need

I get that I
might need
something
but not right
now
Need

I need
something
but I’m not
sure exactly
what
Eval.

Attempting to close a sale here	

Makes you a Jackass	


I want to
I am using
buy your
your stuff
stuff. Please and I like it
sell it to me

Buy

Enjoy

I need your
stuff and will
continue to
need it

Re-new
Different Needs at Different Stages
Education
on why
there is a
problem

No Need

Education
on the cost
of not
solving the
problem
Need

Understand
how
offerings
are different

Eval.

Know how
to buy and
that buying
will be easy

Know how
to deploy,
use and see
the value of
the solution

Know that
life would
be bad
without the
solution

Buy

Enjoy

Re-new
Hey April, this sounds

DIFFICULT
You Cannot Survey Your Way to Customer Knowledge
Customers Have Different Needs
At Different Stages
Educate on
the problem
they can’t
see

Educate on
the value of
addressing
the problem

Teach them
why your
solution is
better than
others

Show them
that buying
from you is
easy

Help them
get the most
of the
solution

Don’t give
them a
reason to
break up
with you

Click here:
April Dunford @aprildunford Rocketwatcher.com
No Need

Need

Eval.

Buy

Enjoy

Re-new

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Be Awesome at Startup Marketing and Sales

  • 1. Be Awesome at Startup Sales & Marketing The Only 2 Things You Need to Know April Dunford rocketwatcher.com @aprildunford
  • 2. A Startup is an organization formed to search for a repeatable and scalable Business Model Steve Blank
  • 3. Sales & Marketing Make a Startup a Business
  • 4. The Business Side of Startups is Hard
  • 5. How do I increase blog traffic? How do I get more email signups? How do I improve SEO? How do I build a better product demo? How do I run a better event? How do I get more customer references? Questions Google Can Answer How do we improve How do I convert How do I get more more trials to paid followers on Twitter? sales effectiveness? customers? How to I build a better How do I create How do I write landing page? better content? better ad copy?
  • 7. What Tactics are Right for My Business?
  • 8. How Do I Tailor Tactics for My Business?
  • 9. Am I Maximizing the Revenue I Get for the Marketing and Sales I’m Doing?
  • 10. There are Only 2 Things You Need to Know
  • 11. 1 The Difference Between a Great Marketer and A JACKASS Is Knowing Who to Market To
  • 12. Marketing is The Art of Connecting People with Stuff They Want
  • 13. Marketing is The Art of Connecting People (Forgetting this part makes you a jackass) with Stuff They Want
  • 14. Company Characteristics Business Model Characteristics Job Roles Other Products They Use Geographic location Skill Level What are the Characteristics of Folks that Love My Stuff? Demographics Regulatory Environment Budget Size Business Restrictions Purchase Channel Education
  • 15. What is it About my Stuff That They Love?
  • 16. Social Media Face to Face email IM Blogs Magazines What is The Best Way to Communicate with Them? Sponsorships Television/Radio Tradeshows Industry Associations Phone Events
  • 17. 2 The Difference Between a Great Sales Person and A JACKASS Is Knowing How Customers Buy
  • 18. How Customers Buy Everything is Good here No Need I get that I might need something but not right now Need I need something but I’m not sure exactly what Eval. I want to I am using buy your your stuff stuff. Please and I like it sell it to me Buy Enjoy I need your stuff and will continue to need it Re-new
  • 19. How Customers Buy Everything is Good here No Need I get that I might need something but not right now Need I need something but I’m not sure exactly what Eval. Attempting to close a sale here Makes you a Jackass I want to I am using buy your your stuff stuff. Please and I like it sell it to me Buy Enjoy I need your stuff and will continue to need it Re-new
  • 20. Different Needs at Different Stages Education on why there is a problem No Need Education on the cost of not solving the problem Need Understand how offerings are different Eval. Know how to buy and that buying will be easy Know how to deploy, use and see the value of the solution Know that life would be bad without the solution Buy Enjoy Re-new
  • 21. Hey April, this sounds DIFFICULT
  • 22. You Cannot Survey Your Way to Customer Knowledge
  • 23. Customers Have Different Needs At Different Stages Educate on the problem they can’t see Educate on the value of addressing the problem Teach them why your solution is better than others Show them that buying from you is easy Help them get the most of the solution Don’t give them a reason to break up with you Click here: April Dunford @aprildunford Rocketwatcher.com No Need Need Eval. Buy Enjoy Re-new