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CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count

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My presentation from CLIC 2017 about marketing in the startup world.

Publié dans : Marketing
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CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count

  1. 1. COUNTING EVERY PENNY AND MAKING EVERY PENNY COUNT. OVERCOMING FINANCIAL RESISTANCE IN THE STARTUP WORLD JEFF PERKINS, CMO PARKMOBILE NOVEMBER 2017 @jeffperkins8 #CMOCLIC
  2. 2. @jeffperkins8 #CMOCLIC
  3. 3. WHERE I’VE WORKED @jeffperkins8 #CMOCLIC
  4. 4. LIFE CAN BE PRETTY GOOD AT BIG COMPANIES AutoTrader 2012 Annual Meeting @jeffperkins8 #CMOCLIC
  5. 5. I WENT FROM THIS... @jeffperkins8 #CMOCLIC
  6. 6. …TO THIS. @jeffperkins8 #CMOCLIC
  7. 7. HOW TO MAKE A BIG IMPACT WITH A LIMITED RESOURCES @jeffperkins8 #CMOCLIC
  8. 8. 1. BUILD THE RIGHT TEAM @jeffperkins8 #CMOCLIC
  9. 9. THERE’S NOTHING AUTOMATED ABOUT MARKETING @jeffperkins8 #CMOCLIC
  10. 10. YOU DON’T NEED A TECH STACK. YOU NEED A PEOPLE STACK. @jeffperkins8 #CMOCLIC
  11. 11. “I noticed that the dynamic range between what an average person could accomplish and what the best person could accomplish was 50 or 100 to 1... A small team of A+ players can run circles around a giant team of B and C players.” –Jay Elliott, Leading Apple with Steve Jobs @jeffperkins8 #CMOCLIC
  12. 12. THE PEOPLE STACK INCLUDES YOUR AGENCY NETWORK @jeffperkins8 #CMOCLIC
  13. 13. BEWARE THE AGENCY RETAINER! @jeffperkins8 #CMOCLIC
  14. 14. WHEN YOU HAVE THE RIGHT TEAM, THERE’S NOTHING YOU CAN’T DO. @jeffperkins8 #CMOCLIC
  15. 15. 2. FOCUS ON THE IMPORTANT THINGS @jeffperkins8 #CMOCLIC
  16. 16. DO WE REALLY NEED A NEW BRAND??? @jeffperkins8 #CMOCLIC
  17. 17. YOU CAN DO ANYTHING, BUT YOU CAN’T DO EVERYTHING. @jeffperkins8 #CMOCLIC
  18. 18. WE ARE LOSING DEALS BECAUSE OF _____________. FOCUS 100% ON FIXING THE “BLANK” WE ARE NOT GROWING REVENUE FASTER BECAUSE OF ___________. @jeffperkins8 #CMOCLIC
  19. 19. @jeffperkins8 #IZENDACONF17 IF YOU ARE WEAK ONLINE, YOU WILL BE WEAK OFFLINE @jeffperkins8 #CMOCLIC
  20. 20. @jeffperkins8 #IZENDACONF17 January 2015 7,581 users September 2017 37,621 users THE GROWTH OF QASYMPHONY.COM @jeffperkins8 #CMOCLIC
  21. 21. 3. MAXIMIZE LIMITED RESOURCES @jeffperkins8 #CMOCLIC
  22. 22. FIND THE WATERING HOLES @jeffperkins8 #CMOCLIC
  23. 23. DON’T PAY FOR THINGS YOU CAN DO FOR FREE @jeffperkins8 #CMOCLIC
  24. 24. 4. TRACK, ANALYZE & OPTIMZE @jeffperkins8 #CMOCLIC
  25. 25. TRACK & MEASURE EVERYTHING @jeffperkins8 #CMOCLIC
  26. 26. DRIVE HIGHER CONVERSIONS @jeffperkins8 #CMOCLIC
  27. 27. 5. THINK BIG @jeffperkins8 #CMOCLIC
  28. 28. @jeffperkins8 #CMOCLIC
  29. 29. @jeffperkins8 #IZENDACONF17 “I have gone from being skeptically interested in QASymphony to seeing qTest as my personal preferred solution for test management… The company has a solid and growing user base, they are well-funded… and they have some of the best and brightest people. Like a mini-Google in the Atlanta area.” -VP for a Fortune 25 company @jeffperkins8 #CMOCLIC ATTENDEE FEEDBACK
  30. 30. @jeffperkins8 #IZENDACONF17 6. BE TRANSPARENT @jeffperkins8 #CMOCLIC
  31. 31. WHAT FINANCE THINKS MARKETING DOES WITH MONEY… @jeffperkins8 #CMOCLIC
  32. 32. HELPING THE CFO UNDERSTAND THE VALUE OF MARKETING 36 Marketing Channel Investment ARR - First Touch ARR - Full Path ROI - Full Path SEO 1424.95% Trade Shows 84.60% PPC 69.23% Social -86.74% Targeted Sites 7.86% TOTAL 159.93% Marketing Programs Budget 162.20% Fully Loaded Marketing Budget 71.59% CONFIDENTIAL
  33. 33. 7. CREATE RAVING FANS @jeffperkins8 #CMOCLIC
  34. 34. “GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE, AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE SPRINGSTEEN @jeffperkins8 #CMOCLIC
  35. 35. @jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC
  36. 36. @jeffperkins8 #IZENDACONF17@jeffperkins8 #CMOCLIC
  37. 37. @jeffperkins8 #IZENDACONF17 “I feel like QASymphony really listens to their customers. My team has made several feature enhancement requests and we’ve actually seen them come through.” –Alex Bantz, Salesforce @jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC “Support has been stellar. Quick response times. Features that we’ve asked for have been made available, even before we were ready for them. The partnership has just been wonderful.” –Dennis Young, American Equity
  38. 38. 1. BUILD THE RIGHT TEAM 2. FOCUS ON THE MOST IMPORTANT THINGS FIRST 3. MAXIMIZE LIMITED RESOURCES 4. TRACK, ANALYZE AND OPTIMIZE 5. THINK BIG 6. HELP FINANCE UNDERSTAND THE VALUE OF MARKETING 7. CREATE RAVING FANS 7 WAYS TO MAKE A BIG IMPACT ON A SMALL BUDGET @jeffperkins8 #CMOCLIC
  39. 39. @jeffperkins8 #IZENDACONF17 THANK YOU! Jeff Perkins CMO Parkmobile jeffperkins8@gmail.com @jeffperkins8 https://www.linkedin.com/in/jeffperkins1 singlemindedproposition.com @jeffperkins8 #CMOCLIC

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