This presentation summarizes my experience building and marketing tech companies. My thoughts are organized into broader themes that are category-agnostic, and I provide many examples to illustrate. I originally shared these thoughts at the Grow/Hack meetup in New York on February 13, 2013.
For additional perspective on startup marketing, visit my blog at cezary.co.
How to Troubleshoot Apps for the Modern Connected Worker
Customer Growth in Web, B2B + Mobile Apps
1. CUSTOMER GROWTH:
WEB + B2B + MOBILE APPS
Cezary Pietrzak
February 2013
@cezinho cezary.co
2. I’M A TECH ENTREPRENEUR,
CREATIVE MARKETER + GROWTH STRATEGIST
2000-2004 2005-2008 2009-2012 2012 2013
marketing brand strategy founder + biz dev marketing marketing
(acq. by TripAdvisor)
3. I BELIEVE THAT SUCCESSFUL MARKETING =
QUAL + QUANT + HUSTLE
articulate a unique perspective through creativity
use numbers to measure effectiveness
hustle your way into opportunities
4. THIS PRESENTATION SUMMARIZES MY EXPERIENCE
GROWING TECH COMPANIES
web marketing
B2B marketing
mobile app marketing
8. BUILD RELATIONSHIPS WITH YOUR CUSTOMERS
send personal notes to your first customers
reward your most loyal customers
ask for feedback + suggestions
if they’re happy, ask them to promote
10. MASTER THE PITCH
do your research about the person
keep the message short (title + 1st sentence)
make them smile with your creativity
use Rapportive + Boomerang plugins for Gmail
17. DISTRIBUTE YOUR PRODUCT TO NEW CHANNELS
add a mobile component (iOS, Android)
put your app in the Google Chrome store
adopt new platform features (eg Facebook OG)
integrate with various app directories
19. PROMOTE ALL THE TIME, EVERYWHERE
distribute news across all social sites
lean on your team to increase exposure
use external networks (eg StumbleUpon)
ask for help (investors, clients, users, etc)
24. BECOME A THOUGHT LEADER
write high-quality content around your expertise
distribute knowledge on blog, SlideShare, webinars, etc
be provocative with your thoughts
26. USE EVERY OPPORTUNITY TO CAPTURE LEADS
establish the value of your content
don’t be afraid to ask for emails
test landing pages to optimize signups
28. INTEGRATE WITH OTHER PLATFORMS
understand the broader ecosystem
determine where to add value, what to replace
build on other platforms + open up your own
36. FOCUS ON ENGAGEMENT + RETENTION
plan engagement strategy before launch
balance acquisition with relationship building
address the 65% who leave after 1 month
37. 100%
App
Install
75%
Retention Rate
50%
Mobile App
Opportunity
25%
0%
1 2 3 4 5 6 7 8 9 10 11 12
Time (months)
CHART: MOBILE RETENTION
42. MARKETING
Get your fundamentals in order
Build relationships with your customers
WEB
Master the pitch
Automate low-value tasks
Distribute your product to new channels
Promote all the time, everywhere
MARKETING
Break the rules
Become a thought leader
B2B
Use every opportunity to capture leads
Integrate with other platforms
Master conferences
MOBILE APP
MARKETING
Acquire users efficiently
Focus on engagement + retention
Create personalized messages
Diversify marketing channels