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Harvard innovation lab :       Michael J Skok :           Startup Secrets :   Go To Market HiHi    Harvard innovation lab ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :     Startup Secrets :   Go To MarketHi                                        ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :                      Michael J Skok :      Startup Secrets :   Go To MarketHi                    ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :      Go To MarketHi                                       ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :         Michael J Skok :       Startup Secrets :        Go To MarketHi                           ...
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember 3, 2012                        Copyright ...
The Demandware Branding Challenge        &      Change the       Criteria             Copyright 2012 Demandware, Inc. - Co...
The Demandware Branding ChallengeFrom                                                      To               &  Control of ...
The Demandware Opportunity   Brand/              & MarketingeCommerce Technology              Features                    ...
What It Meant • Demandware couldn’t differentiate on claims alone • Must go beyond rational and functional benefits • Addr...
Brand Positioning                                    It’s not just about                                    how the custom...
Stronger brands,           faster, more                The agility and           profitable                  control to st...
An industry            leader to             I ROCK!!              watch                                        A business...
What Does This Mean to Our Customer?    The Demandware Brand Promise: Our customers can count on Demandware to help them d...
How Does the Customer Benefit?  Think It. Do It.  No limits. No worries. No surprises.                Copyright 2012 Deman...
Brand Promise Rests On Brand Attributes   Innovation        Simplicity                            Partnership         Perf...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
PositioningMark Lorion, CMO Apperian.Previously VP MarketingSpotfire Analytics DivisionTIBCO Software
Company/Product Overview & Positioning /MessagingSpotfire acquired by TIBCO Software ($1+B rev) in 2007Analytics software ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :       Michael J Skok :   Startup Secrets :    Go To MarketHi                                     ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :        Michael J Skok :      Startup Secrets :   Go To MarketHi                                  ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :        Michael J Skok :      Startup Secrets :   Go To MarketHi                                  ...
Harvard innovation lab :       Michael J Skok :   Startup Secrets :   Go To MarketHi                                      ...
Harvard innovation lab :        Michael J Skok :      Startup Secrets :   Go To MarketHi                                  ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :    Go To MarketHi                                         ...
Harvard innovation lab :      Michael J Skok :    Startup Secrets :     Go To MarketHi                                    ...
Harvard innovation lab :      Michael J Skok :    Startup Secrets :     Go To MarketHi                                    ...
Harvard innovation lab :      Michael J Skok :    Startup Secrets :      Go To MarketHi                                   ...
Harvard innovation lab :      Michael J Skok :    Startup Secrets :      Go To MarketHi                                   ...
Harvard innovation lab :      Michael J Skok :    Startup Secrets :      Go To MarketHi                                   ...
Harvard innovation lab :      Michael J Skok :    Startup Secrets :      Go To MarketHi                                   ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :       Startup Secrets :   Go To MarketHi                                      ...
Harvard innovation lab :   Michael J Skok :       Startup Secrets :   Go To MarketHi                                      ...
Harvard innovation lab :   Michael J Skok :       Startup Secrets :          Go To MarketHi                               ...
Harvard innovation lab :   Michael J Skok :       Startup Secrets :          Go To MarketHi                               ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :       Go To MarketHi                                      ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :                        Michael J Skok :       Startup Secrets :   Go To MarketHi                 ...
Harvard innovation lab :                        Michael J Skok :       Startup Secrets :   Go To MarketHi                 ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :           Michael J Skok :        Startup Secrets :           Go To MarketHi                     ...
Harvard innovation lab :           Michael J Skok :        Startup Secrets :           Go To MarketHi                     ...
Harvard innovation lab :           Michael J Skok :        Startup Secrets :                     Go To MarketHi           ...
Harvard innovation lab :           Michael J Skok :        Startup Secrets :                              Go To MarketHi  ...
Harvard innovation lab :   Michael J Skok :                       Startup Secrets :   Go To MarketHi                      ...
Harvard innovation lab :           Michael J Skok :                       Startup Secrets :   Go To MarketHi              ...
Harvard innovation lab :           Michael J Skok :                       Startup Secrets :                             Go...
Harvard innovation lab :        Michael J Skok :           Startup Secrets :     Go To MarketHi                           ...
Go-To Market Strategy & PlanningMark Lorion, CMO Apperian.Previously VP MarketingSpotfire Analytics DivisionTIBCO Software
Our go-to-market planning                                  Corp and                                   Division            ...
Our go-to-market map (2010 sample)                                                                                The “Pla...
Driving Sales and Marketing at Spotfire…                                 Risk & Financial Services Play (2010 Sample)OVERV...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :         Go To MarketHi                                    ...
Harvard innovation lab :            Michael J Skok :          Startup Secrets :        Go To MarketHi                     ...
Harvard innovation lab :            Michael J Skok :          Startup Secrets :        Go To MarketHi                     ...
Harvard innovation lab :      Michael J Skok :   Startup Secrets :        Go To MarketHi                                  ...
Harvard innovation lab :      Michael J Skok :   Startup Secrets :        Go To MarketHi                                  ...
Harvard innovation lab :   Michael J Skok :    Startup Secrets :   Go To MarketHi                                         ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Brian HalliganCEO, HubSpot@Bhalligan
content
CREATECONTENT•   Blog Posts•   Info graphics•   Videos•   E-books•   White papers•   Reports•   Calculators•   Freemium Ap...
OPTIMIZE
PROMOTE
LINKS ARE TOTHE INTERNETAS DOLLARSARE TO THEECONOMY@BHalligan
Better More Usage   Personalizati              on    Better    Better ValueConversion
MIT 15.S16 Special Seminar inManagement: EntrepreneurialProduct Marketing andDevelopment (Spring)
Harvard innovation lab :   Michael J Skok :   Startup Secrets :      Go To MarketHi                                       ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Building aSALES & MARKETING MACHINEFUNNEL DESIGN AND OPTIMIZATION                           CAC                           ...
1 stTHE BASICSOF FUNNEL DESIGN
ExpandSuspects   Closed Deals    Upsell                          Cross sell
IN A PERFECT WORLD…       1 Step
IN A PERFECT WORLD…    MyProduct.com                            DESCRIPTION       HOW IT WORKS                            ...
THE ART OFMARKETING
THEBUYER
THE BUYING CYCLE                             PURCHASE             CONSIDERATION                                        CLO...
TRIGGERS • Moving house     • Movers, phones, cable TV, furniture, insurance, etc. • Starting a new software project     •...
AN ORGANIZATIONALMETAPHOR FOR THE KEYFUNNEL STAGES                                     SALES              MIDDLE OF THE FU...
WHAT IS TOP OF THE FUNNEL? customer is not aware       customer has athey have a problem, or      problem and is   that yo...
WHAT IS THE MIDDLE OFTHE FUNNEL?              QUALIFY          MQL                        (MARKETING QUALIFIED            ...
WHAT IS THE MIDDLE OFTHE FUNNEL?                           QUALIFY            MQL                                       (M...
THEBUYER       CONSIDERATION        ADDRESS THEIR QUESTIONS & CONCERNS         • Will this work for my situation?         ...
MEASURE  "IF YOU CAN NOT MEASURE IT,  YOU CAN NOT IMPROVE IT."               - LORD KELVIN
WHAT TO MEASUREFOR EACH STEP / ACTION:NO OF ACTIONS             % CONVERSION RATE                  TIME                   ...
THE KEY METRICS                    CAMPAIGNS                     TO DRIVE                     TRAFFIC                     ...
Suspects                                                             Suspects                                        Suspe...
3   IMPROVE
IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS,I HAVE FOUND THAT THERE IS ACLEARPATTERN…
YOU ARE HOPING YOURCUSTOMERS WILL DOSOMETHINGTHAT THEY ARENOT MOTIVATED TO DO
IN OTHER WORDS…YOU DESIGNED YOUR FUNNELTHE WAY YOU HOPED IT WOULDWORK…BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUTTHE CUSTOME...
JBOSS EXAMPLEPUT A REGISTRATION FORMON THEIR WEB SITE BEFOREA FREE DOWNLOADIMPACTCUT THE DOWNLOAD RATEBY MORE THAN 10X
GET INSIDE YOURCUSTOMER’S HEAD           FRICTION   CONCERNS
UNDERSTAND WHATMOTIVATES THEM           FRICTION   CONCERNS                MOTIVATIONS
JBOSS EXAMPLE• Making $27,000 a month selling documentation           • Solution:               • Give away documentation ...
EXAMPLE: DRIVING TRAFFIC TO YOUR WEB                 SITE                          GETTING FOUND                          ...
LESSONS FROM WEBSITEGRADER•   Free tools drive viral spread•   Low customer work required•   High value delivered•   Score...
using engineering for marketing
First Contact                          Sell                   Build       BuildFirst Contact                          Sell...
OFTEN NECESSARY TO FIND TOPICSTHAT ARE NOT RELATED TO THE SALE                    Build          Build                 Rel...
SELLING IS   10X EASIER…ONCE YOU HAVE ESTABLISHED   TRUST
THE KEYS TO SUCCESS     THE  BUYER               GET INSIDE              YOUR BUYER’S                 MIND
For More information   Visit my blog at www.forEntrepreneurs.com
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :                      Michael J Skok :      Startup Secrets :   Go To MarketHi                    ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To MarketHi                                          ...
Harvard innovation lab :       Michael J Skok :     Startup Secrets :   Go To MarketHi                                    ...
Harvard innovation lab :       Michael J Skok :     Startup Secrets :   Go To MarketHi                                    ...
Harvard innovation lab :   Michael J Skok :   Startup Secrets :           Go To MarketHi                                  ...
Harvard innovation lab :       Michael J Skok :           Startup Secrets :   Go To Market HiHi    Harvard innovation lab ...
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember
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Branding DemandwareJamus Driscoll, SVP Marketingjdriscoll@demandware.comDecember 3, 2012 Copyright 2012 Demandware, Inc. - Confidential

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