1.
Marketing 101
The EIA Startup Guide
@maeghansmulders

2.
Connect the right people
to the right outcomes
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3.
Marketing
@maeghansmulders

4.
Growth
Marketing

5.
Growth
Marketing
Product
Marketing

6.
Growth
Marketing
Product
Marketing
Content
Marketing

7.
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR

8.
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR
Field/event
Marketing

9.
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR
Field/event
Marketing
Brand &
Creative

10.
Growth
Marketing
Product
Marketing
Content
Marketing
Comms/
PR
Field/event
Marketing
Brand &
Creative
!

11.
cake take
Blend a mix of marketing
tactics tied to your goals
@maeghansmulders

12.
I’ve heard you’ve done…
Customer Personas
Competitive Analysis
Product-Market Fit

13.
Research
Optimize &
Grow
Strategize
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14.
Research
@maeghansmulders

15.
Product Offering
Landing Pages
Social Media
Ads
Emails
Customer Reviews
Onboarding

16.
Document your notable
observations
@maeghansmulders

17.
@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

18.
similar products can
be marketed to
different audiences
@maeghansmulders

19.
Marketing differentiators
Product
Price
Place
Promotion

20.
Learn and define
your wedge
@maeghansmulders

21.
Now you have a sense of competitor…
Customers
Channels
Messaging
Marketing tactics
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22.
Strategize
@maeghansmulders

23.
Marketing Idea
Marketing Goal

24.
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!
'

25.
Direction:
who, what, where,
when & why
@maeghansmulders

26.
some framework..
Customer follow a journey when
buying and trying new things

27.
A FUNNEL

28.
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage

29.
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
Finding a landing page

30.
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
Finding a landing page
Researching or comparing
your product to other products

31.
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

32.
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

33.
AWARENESS
CONSIDERATION
DECISION
BUY
Attract
Inform
Convert
Engage
B2B vs. B2C
Stakeholders & timing differ based
on your customer audience

34.
Build a strategy
What noteworthy marketing
ideas should you test?

35.
Write out your top two
marketing ideas
@maeghansmulders

36.
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

37.
Then execute and
see what happens
@maeghansmulders

38.
Now you have a sense of…
Marketing differentiators
Marketing tactics
Customer funnels
@maeghansmulders

39.
Optimize
& Grow
@maeghansmulders

40.
Now you know.
@maeghansmulders

41.
Test, Learn, Iterate, Repeat.
@maeghansmulders

42.
Focus on the people, channels,
and tactics with impact
@maeghansmulders

43.
Let’s walk through an
example
@maeghansmulders

44.
Blinkist Website -
How do we get users?

45.
@maeghansmulders

46.
@maeghansmulders
People pick books &
podcasts via
research / recommendation

47.
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Strategies to test

48.
Relevant webpages
to inform

49.
Drive a decision:
Paid & Organic
Content Strategy

50.
@maeghansmulders
Optimizations made

51.
Ref: https://trifinlabs.com/content-marketing-app-downloads/
Buy: easy and
clear what to do

52.
They merged together
Relevant strategies
Customer funnel
Company goals

53.
That’s a wrap
Things to remember…
@maeghansmulders

54.
Research and prioritize
your tactics
@maeghansmulders

55.
Build strategies =
knowing your people +
product
@maeghansmulders

56.
Optimize and grow the
ones with impact
@maeghansmulders

57.
Thanks so much.
If you have feedback or want to get in touch, I’m online!
@maeghansmulders