Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs

1. Marketing Plans (and a lot more)
October 14, 2014

2. Agenda: What You Will Learn
Today
• Elements of Go-to-Market Plan
• The Sales and Marketing Funnel Revisited
• Determining Your Shtick
• Launch Channels and Prioritization
• LTV and CRV and NPS
• Benchmarks and Measurement
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3. Marketing Defined
The Evolution of Marketing
• Up to 1980s: Marketing the past
• Telemarketing, radio, billboards, posters, print media
• 1980-1990s: Marketing the present
• Database marketing, relationship marketing, e-commerce, spam,
guerilla marketing, CRM gains dominance in strategy
• 2000+: Marketing the (social) future
• Social media, an ongoing effort, creative exploration in
developing technology and platforms
Marketing of the Future
• Products/services are never finished
• Products/services never stand alone

4. 2000+: What People Buy
• Promise that the brand will continue to deliver
now and in the future
• Trust = the belief that a brand is capable of
delivering now and in the future

5. Startup Marketing: You Have
Been Warned
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Source: @MikeTrap

6. Startup Marketing: The Reality
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Source: @MikeTrap

7. Startup Marketing: The Reality
• Used a video of a non-existent
product to gather
feedback
• Formulated hypotheses
about features and tested
them rapidly
• Changed marketing
approach and feature set
when hypotheses were
disconfirmed by market
feedback
• Started as a platform for
gathering support using
“tipping points”
• Customers told them that
the idea was too abstract
and unfocused
• The company almost ran
out of money
• Found that only one
aspect was working:
group deals

8. Startup Marketing: The Reality
Payment system for PDAs
Massively multi-player game
Video-dating site
Automated email recommendation service
Podcasting (as Odeo)

9. Marketing Disruptive Products
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10. For High Tech Businesses, Marketing
is More About Opps Than Current
Market
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Current Market Demand Opportunity
Current products meet current
customers
Novel products, often targeting
non-users
Needs well understood and stable Needs not well-defined, likely to
change
Substitutes for existing products
within category
Creating new categories of
demand
Selection, resulting in market
share
Rate of adoption and penetration
Size of market, ease of addressing Potential benefits vs. behavioral
change
Source: Michael Davies, Endeavour Partners

11. Novel, Tech Innovative Products:
Difficult to Adopt
• Most people, most of the time loathe change
• Investment in time and effort
• Uncertainly, anxiety
• Not familiar with novel products and
their potential
• Novel products always require trade-offs
• Evaluation based on perceived value,
relative to products in use
• Sensitive to loss aversion
• Companies underestimate the switching costs,
overestimate the potential benefits
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Source: Michael Davies, Endeavour Partners

12. The Gap b/n Eager Sellers and Stony
Buyers
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Source: Michael Davies, Endeavour Partners

13. What Can You to Do to Drive
Rapid Adoption?
• Accept resistance
• Anticipate long adoption
• Manage accordingly
• Strive for >10x gain:
• Make relative benefits so great they overcome customers’
overweighting of potential losses
• Minimize resistance:
• Target non-users – don’t use product now, no change
needed or the unendowed
• Target segments of customers who don’t give up as much
• Make behaviorally compatible products
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Source: Michael Davies, Endeavour Partners

14. Go-to-Market Goals
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15. What You Need at Launch
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Source: @MikeTrap

16. Go-to-Market Framework
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17. Positioning/ GTM Roadmap
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Customer
Analysis
Client
Interviews
Positioning & Messaging
Supporting Evidence
• Research, whitepapers
• Shorter POVs, insights
Channels and External Influencers
• Website
• Blog (internal)
• Blogs (external)
• Client testimonials
• Case studies
• Bios
• Collateral
• Meetings
• Videos
• Social media channels
• Outreach to key
influencers by sector
Competitive
Analysis

18. Go-to-Market: Engaging the New
Social Customer
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Unraveling their
lifestyle, pains,
passions
Identifying their
media
consumption
choices
Identifying and
connecting with
those who
influence them
Connecting the
dots between
brands and their
customer with/
social content

19. Positioning Defined
Great companies
are mission-driven;
Great marketing
is simple, intimate
and mission-driven

20. Remember: It is ALL About the
Why
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Source: @MikeTrap

21. Positioning Roadmap Revisited

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The Insight
Positioning is driven by the reason why you
started your business – the insight or “aha!”
moment behind it:
• Why did you create your company?
• What need did you want to address?
• Who are “your people”?
Example: Vitality
A product designed to tackle the combination of factors
that conspire to cause non-adherent behavior = GlowCaps

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“Your People”
Understanding “your people” means designing a
solution with your customers in mind:
• Who are the beneficiaries of your product?
• Who are the buyers of your product?
• Why do they buy?
• What’s important to them?

24. “Your People”: Market
Segmentation
“Your people” are not a homogenous group.
Address each group individually:
• Market segmentation means dividing your market into
distinct groups with:
• Distinct needs
• Characteristics
• Behavior
• Each segment may require separate products/services
or marketing mixes

25. Developing Positioning Statement
• Positioning statements summarize the company
or brand positioning
• To (target segment and need) our (brand) is (concept)
that (point-of-difference) or
• For (target segment) who is dissatisfied with (pain
point) your (brand) is (concept) that (point-of-difference)
• Example: For drivers who value automotive
performance, BMW provides luxury vehicles
that deliver joy through German engineering

26. Backing Your Positioning by
Segment: Opternative
Target Audience
Segment
Specific Value for
Audience
Segment
How Service is
Provided
Evidence
Patients
Doctors
Pharmacies
• Evidence – anything that supports your case:
• Irrefutable facts
• Statistics
• Examples & case studies
• Visual aids
• Hypothetical evidence
• Parallels or analogies
• Testimonials & references

27. Go-to-Market Plans
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28. Typical Go-to-Market Plan Goals
• Gain new customers/ revenue
• Definition of a customer: account, member, services/ products
bought, frequency of usage, customer satisfaction/ feedback
• Market feedback and recognition:
• By industry experts
• By media
• By potential partners
• Test assumptions:
• Product vs. solution
• Pricing
• Acquisition channels
• Cost per acquisition
• LTV
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29. Channel Fragmentation
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Source: Forrester and @MikeTrap

30. The Customer Journey
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Top of the Funnel
Top of the Funnel
Middle of the
Funnel
Middle of the Funnel
Bottom
of the
Funnel
Bottom of the Funnel
Buying Stages
Sales & Marketing
Funnel

31. The Elements of the Go-to-Market
Plan
Buying Stages GTM Elements
Channels:
• PR/ influencers
• Advertising (online, offline,
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syndication)
• Social Media
• Sponsorships/ trade shows
• Channel partner programs/
distribution
• SEO
• List buys
Content Types:
• Blog posts, infographics
• Videos, demos
• White papers, eBooks
• Webinars
• Demos
• Special offers

32. The Right Channel Mix: Is There
Such a Thing?
• How to prioritize your channel mix
• Is your audience there?
• How is each segment using the channels?
• Top channels for building awareness:
• Which ones? Why? How do you measure them?
• How do you use Facebook, LinkedIn, Twitter,
Pinterest, YouTube to build awareness?
• How about interest, desire and trial?
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33. Measurement
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34. Measurement Structure: Overall
and By Channel
Increase Traffic
VOLUME
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Total Visits Bounce Rates
Top of the Funnel
Middle of the
Funnel
Bottom
of the
Funnel
Increase Traffic
QUALITY
Time On Site
Return Visits
Average Pages/ Visit
Capture/ Act on Leads
Downloads/ MQLs
Contact Sales
Request a Demo
Technology
Stack
Competitive Analysis
Traffic Analysis
Paid Search Analysis
User Experience
Marketing Automation
CRM

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Customer Metrics: LTV

36. 36
LTV Exercise

37. 37
Customer Metrics: Net Promoter
Score
Source: @MikeTrap

38. Customer Metrics: Customer
Referral Value
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39. GTM Revisited: Quick Checklist
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• Market vs. Demand Opportunity
• Established category or disruptive product/ solution?
• Positioning and segmentation
• Addressable market
• Why customers would buy
• What is the promise?
• The emotional connection, hook or shtick
• Channel mix:
• Detail the channels and how each one will be used
• Detail specific marketing tactics by channel – use the 6 principles of
persuasion
• Measurement:
• Cost per acquisition
• LTV, CRV, NPS
• Launch and optimization

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