1.
Startup Marketing<br />April Dunford @aprildunford<br />

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My Background<br /><ul><li>Big Companies

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IBM (Launch and growth of InfoSphere, 5 acquisitions)

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Siebel (Global Marketing Financial Services)

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Nortel (head of incubation)

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Startups

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Infobright ($8M raise)

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DataMirror (exit to IBM)

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Janna Systems ($1.8B exit to Siebel Systems)</li></ul>2<br />

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What’s a Lean Startup?<br />customer development<br />low cost / <br />open source or free tools<br />Agile development<br />methodology<br />3<br />

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Customer Development<br />Test offering assumptions<br />Validate minimal feature set works for certain markets<br />Making sure your product doesn’t suck<br />4<br />

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Assumptions<br /><ul><li>Product – IP, TCO, Dependencies

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Customers – problems, ROI, buying process, environment, buying units

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Sales channels/pricing

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Demand Creation

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Market Type – new vs. existing

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Competitive</li></ul>5<br />

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What is Product/Market Fit?<br />Finding a match between product and market<br />You’ll need:<br /><ul><li>First hand customer knowledge

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Market research

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Customer/competitor crystal ball</li></ul>6<br />

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Not all Markets are Equal<br /><ul><li>Size Matters

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Bottom up vs. Top Down

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Look at the adjacent markets</li></ul>7<br />

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How Do I Know if I’ve Got It?<br />Net Promoter Score:<br />“Would you recommend this product to a friend?”<br />survey.io:<br />“How would feel if you could no longer use [product]?”<br />8<br />

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Phases<br />Preparation<br /><ul><li>Content

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Email gathering

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Relationships</li></ul>Tuning<br /><ul><li>Ecosystem

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Economics

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Pipeline Tuning

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Visibility Foundation

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Message</li></ul>Investment<br /><ul><li>Channels

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Lead Gen

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PR

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Staff</li></ul>9<br />

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Pre-Product Marketing<br /><ul><li>Content: Blog, articles, ebook, white papers, etc.

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Email gathering: Landing pages, widgets/badges & rewards, contests

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Relationships: prospect, media, influencer</li></ul>You are an expert in your domain<br />10<br />

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Before You Scale<br /><ul><li>Ecosystem

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Economics

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Pipeline Tuning

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Messaging

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Visibility Foundation</li></ul>Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln<br />11<br />

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Ecosystem & Economics<br /><ul><li>Training/Documentation

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Customer Service and Support

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OEM software

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Pricing

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Sales Channels and Distribution</li></ul>12<br />

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Pipeline Tuning<br />Maximize the effect of every $ spent<br /><ul><li>Key metrics and A/B testing your brains out:

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Website

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Offers

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Signup process

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Trial/free version

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Messaging (we’ll come back to this)</li></ul>13<br />

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Visibility Foundation<br />How do non-users observe that others are using?<br />Product features<br />Shareable content<br />Referrals and Incentives<br />Reviews/Awards<br />References/success marketing<br />14<br />

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Messaging<br />Highlight differentiated value for your segments<br />Tell me what you do<br />Benefits (not features)<br />Stories – memorable, relevant, results<br />Objections/Reassurances<br />15<br />

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This is what we do!<br />16<br />

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Here’s the value to you<br />17<br />

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Reassure, Handle Objections<br />18<br />

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Invest<br /><ul><li>Sales/Distribution channels

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lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content

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Marketing staff

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PR (when it makes sense)</li></ul>19<br />

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Moving into New Segments<br />Timing is Important<br />Validate New Assumptions<br />20<br />

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You can Lose Product/Market Fit<br />Markets aren’t Static<br />Customer Service<br />Don’t Kill the Love<br />21<br />

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Phases<br />Preparation<br /><ul><li>Content

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Email gathering

67.
Relationships</li></ul>Tuning<br /><ul><li>Ecosystem

68.
Economics

69.
Pipeline Tuning

70.
Visibility Foundation

71.
Message</li></ul>Investment<br /><ul><li>Channels

72.
Lead Gen

73.
PR

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Staff</li></ul>22<br />

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Thanks!<br />@aprildunford<br />aprildunford@gmail.com<br />RocketWatcher.com<br />23<br />