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Marketing 101
The EIA Startup Guide
@maeghansmulders
Connect the right people
to the right outcomes
@maeghansmulders
Marketing
@maeghansmulders
Growth
Marketing
Growth
Marketing
Product
Marketing
Growth
Marketing
Product
Marketing
Content
Marketing
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR
Field/event
Marketing
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR
Field/event
Marketing
Brand &
Creative
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR
Field/event
Marketing
Brand &
Creative
!
cake take
Blend a mix of marketing
tactics tied to your goals
@maeghansmulders
I’ve heard you’ve done…
Customer Personas
Competitive Analysis
Product-Market Fit
Research
Optimize &
Grow
Strategize
@maeghansmulders
Research
@maeghansmulders
Product Offering
Landing Pages
Social Media
Ads
Emails
Customer Reviews
Onboarding
Document your notable
observations
@maeghansmulders
@maeghansmulders
C u s t o m e r
C u s t o m e r
C u s t o m e r
C u s t o m e r &
E n t e r p r i s e
C u s t o m e r
E n t e r p r i s e
I m a d e y o u a t e m p l a t e . H e r e ’s t h e l i n k :
" h t t p : / / b i t . l y / 2 F j 3 9 W S
W E L C O M E
similar products can
be marketed to
different audiences
@maeghansmulders
Marketing differentiators
Product
Price
Place
Promotion
Learn and define
your wedge
@maeghansmulders
Now you have a sense of competitor…
Customers
Channels
Messaging
Marketing tactics
@maeghansmulders
Strategize
@maeghansmulders
Marketing Idea
Marketing Goal
Marketing Idea
Marketing Goal
How to connect ideas to action…
#omg omg omg
It’s working!
I’m an epic
failure… this
sucks $
We’re on to
something!
%
Oh that’s why
It’s not
working &
THIS IS IT!
'
Direction:
who, what, where,
when & why
@maeghansmulders
some framework..
Customer follow a journey when
buying and trying new things
A FUNNEL
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
Finding a landing page
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
Finding a landing page
Researching or comparing
your product to other products
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
Finding a landing page
Researching or comparing
your product to other products
Decision to buy or not buy
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
Finding a landing page
Researching or comparing
your product to other products
Decision to buy or not buy
Purchase, onboard, or refund
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
B2B vs. B2C
Stakeholders & timing differ based
on your customer audience
Build a strategy
What noteworthy marketing
ideas should you test?
Write out your top two
marketing ideas
@maeghansmulders
Share with your team:
- Who are you targeting
- What tactic are you testing
- Where are you testing the tactic
- Why are you testing the tactic
- How long are you testing for
@maeghansmulders
Then execute and
see what happens
@maeghansmulders
Now you have a sense of…
Marketing differentiators
Marketing tactics
Customer funnels
@maeghansmulders
Optimize
& Grow
@maeghansmulders
Now you know.
@maeghansmulders
Test, Learn, Iterate, Repeat.
@maeghansmulders
Focus on the people, channels,
and tactics with impact
@maeghansmulders
Let’s walk through an
example
@maeghansmulders
Blinkist Website -
How do we get users?
@maeghansmulders
@maeghansmulders
People pick books &
podcasts via
research / recommendation
@maeghansmulders
Strategies to test
Relevant webpages
to inform
Drive a decision:
Paid & Organic
Content Strategy
@maeghansmulders
Optimizations made
Ref: https://trifinlabs.com/content-marketing-app-downloads/
Buy: easy and
clear what to do
They merged together
Relevant strategies
Customer funnel
Company goals
That’s a wrap
Things to remember…
@maeghansmulders
Research and prioritize
your tactics
@maeghansmulders
Build strategies =
knowing your people +
product
@maeghansmulders
Optimize and grow the
ones with impact
@maeghansmulders
Thanks so much.
If you have feedback or want to get in touch, I’m online!
@maeghansmulders

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