1.
Building a Killer Marketing Program

2.
The goal of this session:
Give you the tools and processes to build a marketing program
(and some tips on avoiding five very common mistakes)

3.
About me: Consultant CMO and adviser for startups
Started Mansfield + Associates in 1992
Helped clients build an aggregate market value of close to $5 billion
Played a founder's role in successful startups including Brand3 (sold to American Express),
PropertyBridge (sold to MoneyGram). Wallaby Financial (sold to BankRate)
Supported marketing and fund-raising programs with VCs and angels for over 100 companies

4.
About me: Ways I help fast growth companies
Mentor
Consultant
CMO in a
Box
Co-founder

5.
The old model
Support
sales
Advertising
PR
Trade
shows
Promotions
Collateral

6.
How do you respond?

7.
People & processes: Preparing for war with the right generals and troops

8.
People & processes: Cover the bases in all key areas of marketing
Branding:
Positioning/messaging/id
entity
Social media PR
Website/blog/content/in
bound
SEM/SEO/app store
optimization
UI/UX,
user testing, flows
Biz dev support
(collateral, presentations,
video etc.
Events/conferences Investor relations

9.
People & processes: Who should handle your marketing?
Entrepreneurial:
Best startup marketersare
pragmaticrisk-takers
Creative andrelentless:
Need to figure out practical
waysof driving growth
Disciplined:
Followa processof
prioritizingideas
Collaborative:
Alignsales,customer support,
product development
Balanced:
Ego takes a back seat to
company goals

10.
Mistake #1:
Overloadonstrategichelp
attheexpenseoftacticalsupport.

11.
People & processes: People organization

12.
People & processes: Asset organization

13.
Brand experience
Goal: Develop a credible, distinctive platform that encourages engagement

14.
Brand experience: Starting points
Not just about
cool-looking logos
Top down
definitionof purpose
Every touch point that
you have with customers
Organizationalculture
and behavior
Don’t rely solely on
in-house branding
Measure for success

15.
Brand experience: Enter the Golden Circle
What?
How?
Why? We believe inchallengingthestatus
quo anddoingthingsdifferently
Our products are beautifully
designed andeasy touse
Products liketheiPhone

16.
Mistake #2:
Thinkingthatbrandingstartsandends
withacoollogo.

17.
HubSpot: http://goo.gl/v1vbk3
Wheretogonext:

18.
User acquisition
Goal: Test and implement tactics that foster sustainable growth

19.
Gender? Age? Income? Geography? Interests?Cars? Housing?
Pets? Idols? Fears?Aspirations? Religious?Clothes? Intelligence?
Conservative?Favoritecolors? Role models? Entertainment?
User acquisition: Know thy user

20.
User acquisition: Defining the funnel
Acquisition: How do users find you?
Activation:Do users have a great first experience?
Retention: Do users come back?
Revenue: How do you
make money?
Referral: Do users
tell others?

21.
User acquisition: Feeding the funnel
SEO/SEM Online ads
App store
optimization
Email marketing Social media Content marketing
Affiliate PR Partner marketing

22.
Mistake #3:
Tryingtobeeverywhere.

23.
User acquisition: Key metrics
Important
• Engaged users
• Repeat vs first-time actions
• Time between actions
• Repeat action probability
• Customer lifetime value (LTV)
• Customer acquisition cost (CAC)
Not so Important
• Registered users
• Downloads
• Page views

24.
User acquisition: Automate the backend

25.
https://goo.gl/BGS8UY
Wheretogonext:
https://goo.gl/klUNFe
http://goo.gl/Jb1bfQ https://goo.gl/jtk7vU

26.
Partner development
Goal: Identify partners that can help with the heavy lifting

27.
Partner development:Who can help you carry the load?
Synergistic
products?
Similaruserbase?
Trackrecordof
partnershipdeals?
Goodacquirer?

28.
Mistake #4:
Theworkisoverwhenthedealisdone.

29.
Partner development: Optimizing partnerships
Understand your partner’s
operation, structure & team
Leverage their existinginternal &
external communication channels
Give them ongoing reasons
to stay engaged
Stay as close to the frontlineas
possible

30.
Market leadership
Goal:Usetraditionalmarketing tosupport user acquisition&partner development

31.
Market leadership: Pick your programs
PR
Association
partnerships
Conference/events
Contentsyndication Analystactivities Webinars/roadshows

32.
Mistake #5:
Livinginabubble.

33.
In conclusion: Cover the bases
Getorganized
Branding
User/customer
acquisition
Partner development Industry leadership

34.
Where to go next
Peter Mansfield: peter@cmo.la
Scheduleaone-on-onemarketing session:
Calendly.com/petermansfield