So, you've got a product or idea that's going to IPO (eventually) and your team puts Apple and Google's to shame. Yet, your traffic, leads, and customer metrics keep missing expectations and your board is starting to wonder what they've gotten themselves into with you. Never fear. Quantified marketing is here. Learn how to promote your business with fundamental digital marketing principles. Slides taken from a class taught by Patrick Campbell, CEO of Price Intelligently. Learn more from the experts by visiting http://intelligent.ly/learn

1. Marketing
Fundamentals for Founders
PATRICK CAMPBELL
@patticus

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Provide you a quick, analytical process to approach
marketing and sales in the early stages of a business.
Our MissionToday

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Everyone leaves with something new they’ve
learned, no matter your marketing level.
My Goal

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Key Milestones:
•May 2012: Founded in Boston
•Nov. 2012: 50+ Customers
International Expansion to UK, Canada & Australia
•Jan. 2013: Expanded Team to 7
•April 2013: Completed Over 100,000 Pricing Strategies
•May 2013: $1M Run Rate
Executives:
•CEO/Co-Founder: Patrick Campbell
•Technologist/Co-Founder: Christopher O’Donnell
•Technologist/Co-Founder: Aaron White
About Us

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•UnderstandingYour Constraints
•Understanding the Smarketing Funnel
•UnderstandingYour Channels
Our Agenda

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UnderstandingYour Constraints

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We all have an ego that wants to see our name on a
billboard...or in a SuperBowl commercial...

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...but vanity is for prom queens (and kings), not
marketers...

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We only have so much time...

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...because failure stares you in the face at every turn.

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You need to be a steamroller.

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You’re under enormous constraints as a startup. Be a
steamroller focused on conversion momentum, not vanity.
MainTakeaway #1

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Identify what you’re doing right now to capture
leads or convert leads to customers.
Activity #1

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Understanding the Smarketing Funnel

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There are a lot of complex theories out there...

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...but keep it simple up front.
Eyeballs Lead Opportunity Customer

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Our $1Million Funnel
• Top of the Funnel
• Price Intelligently Blog
• Guest Blogging
• Quora, LinkedIn Twitter, etc.
• Video (coming soon)
• Middle of the Funnel
• Remarketing
• E-Books
• Email
• Video (coming soon)
• Bottom of the Funnel - Sales
• Human Beings - Price Optimization Assessment

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Find the funnel that works for you, but you must give your leads
an opportunity to dig in and a funnel for them to go down.
MainTakeaway #2

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Draw out your funnel, either current or proposed.
Activity #2

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UnderstandingYour Channels

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Channels
• Inbound (Go through HubSpot’s certification)
• Slideshare
• Guest posts
• Blog
• Social Media
• Video
• Email
• Outbound
• Remarketing
• Paid Search
• Paid Display
• Pamphlets
• Paid newsletters
• Paid anything

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Inbound Channels

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Outbound Channels

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Everybody is different...

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...so identify your buyer personas...

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...and be a brand.

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Our Brand
Let the knowledge free!

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Long form and data driven

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Result
• Makes us look bigger than we actually are
(don’t tell anyone)
• Education and creates the requirement
• Forces us to scale

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Our $1Million Funnel
• Top of the Funnel
• Price Intelligently Blog
• Guest Blogging
• Quora, LinkedIn Twitter, etc.
• Video (coming soon)
• Middle of the Funnel
• Remarketing
• E-Books
• Email
• Video (coming soon)
• Bottom of the Funnel - Sales
• Human Beings - Price Optimization Assessment

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Conversion...conversion...conversion.
Read Skok’s SaaS Unit Economics.

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Test, test, and test different marketing channels, but
keep the focus on conversion and scalability.
MainTakeaway #3

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What are six channels you can easily test (that you’re
not using already) and how are you going to test them?
Activity #3

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Questions?

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Patrick Campbell
Patrick@PriceIntelligently.com
@Patticus

36. Course Title
Course Title
INSTRUCTOR NAME