Startup Marketing - When to hire (or Fire) your marketing manager
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When it comes to marketing, there are four stages in a startup's evolution, each require different marketing strategies, skills and tools. You are either in product/market test phase, preparing for launch, looking to optimize or break into new markets. Each phase requires a different approach to marketing and a different type of marketing manager. So here is your guide to who to hire (or fire) and when.
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Startup Marketing - When to hire (or Fire) your marketing manager
- 1. When to hire or fire your Marketing Manager Amit Lavi December 2014
- 2. 2© 2015 Marketing Envy Marketing Envy founders Over 30 <gulp> years combined experience with tech start ups and multi-national brands Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cloudyn, BlazeMeter, DMG, ICQ, Tuteboard, GetEvents, Mantis Vision, Cliqdo, Outbrain Billy Cina Amit Lavi
- 3. 3© 2015 Marketing Envy Our customers
- 4. 4© 2015 Marketing Envy Can’t see the plan from all the buzzwords Marketing as a process
- 5. 5© 201 Marketing Envy So you want to hire a marketer
- 6. 6© 2015 Marketing Envy Initial clients Buzz / traction Hockey Stick Growth New markets Because everyone has one Because my investors told me to get one I want a marketer for
- 7. 7© 2015 Marketing Envy Asking around what type of marketer should I have
- 8. 8© 2015 Marketing Envy Confused? Don’t know who to choose?
- 9. 9© 2015 Marketing Envy 4 stages of the startupocopalypse Test Launch Growth Tech Company
- 10. 10© 201 Marketing Envy Test Phase If you can’t measure it – it doesn’t exist
- 11. 11© 2015 Marketing Envy “Let’s Launch, the product is ready. I just feel it” Why Test?
- 12. 12© 2015 Marketing Envy Startup Launch is not an event – it’s a process you have to be ready for Why Test?
- 13. 13© 2015 Marketing Envy A target audience Great messaging Bring enough users Analytics Test – What do we need
- 14. 14© 2015 Marketing Envy Never Assume Test – Messaging
- 15. 15© 2015 Marketing Envy Cheaper to test top of funnel Adapt tests to dev cycle Test – What to measure – Decide on KPI
- 16. 16© 2015 Marketing Envy Login – Native email or Facebook/ Google login? Test KPI No. 1 in funnel – Let’s start with Log-in Email login and Facebook Facebook only
- 17. 17© 2015 Marketing Envy Greatest impact on changing the top of the funnel Test KPI No. 1 in funnel – Let’s start with Log-in Email login and Facebook Facebook only
- 18. 18© 2015 Marketing Envy Test B2B – Make you’re your site is ready Try: Popup Top bar Exit banner Signup form Visible CTA
- 19. 19© 2015 Marketing Envy • Stop when: o You reached your KPIs o Messaging is effective o You ran out of time Test – When to stop testing
- 20. 20© 2015 Marketing Envy Test – Build your presence from day -1
- 21. 21© 2015 Marketing Envy • Experienced with: o Product analytics o Basic experience with PPC o Managing copywriters o Define KPIs Test – Marketing Manager needed: The Analyst
- 22. 22© 2015 Marketing Envy “Marketing is just about the story” Doesn’t know what KPIs mean Can’t play along with Product team Not hands-on Test – Marketing Manager needed – Fire If
- 23. © 2015 Marketing Envy 23 Ready, Set, Launch!
- 24. 24© 2015 Marketing Envy Launch – Process , not one off Analyze Execute KPIMeasure Plan
- 25. 25© 2015 Marketing Envy Launch – Present your story Be Bold
- 26. 26© 2015 Marketing Envy • Use starting point from Test • Measure without a starting point: o Activities KPIs o Incremental increase o Minimum KPIs Launch – How to set meaningful KPIs with no prior data
- 27. 27© 2015 Marketing Envy Choose your channels (B2B and B2C) > 1 Channel Focus on Core Audience Test less promising channels Launch – Go to market
- 28. 28© 2015 Marketing Envy PPC campaigns Mobile App installs Search campaigns SEO / ASO Content marketing Reviews Native advertising Offline conversions Viral content Launch – Acquisition – B2C
- 29. 29© 2015 Marketing Envy Paid lead generation campaigns Lead nurturing Social Media Biz Dev Industry reviews LinkedIn direct emails Gift campaign Conference Launch – Acquisition – B2B
- 30. 30© 2015 Marketing Envy 2 things to remember about PR: 1. No one cares that you’ve launched 2. No agency is the best in all verticals Solid, effective PR that will not make you cry over the monthly retainer requires: • An interesting product • With users &/or customers • Data about the market &/or customers • A good English (?) speaker for the journalists/analysts Launch - PR
- 31. 31© 2015 Marketing Envy Pareto specialist Execute Adaptable The Launch Phase - Who and what we we are looking for
- 32. 32© 2015 Marketing Envy Gets holistic marketing and can plan ahead Define KPI and know how to reach Tie channels together Execute in many channels Numbers driven Launch – Marketing Manager Needed: The Marketing Director
- 33. 33© 2015 Marketing Envy Can’t see beyond his channel Can’t commit to KPIs Can’t get his hands dirty Launch – Marketing Manager Needed – Fire If
- 34. 34© 2015 Marketing Envy Growth When we know launch worked
- 35. 35© 2015 Marketing Envy Build the machine – Automate and create procedures and monitoring Growth - Build the machine
- 36. 36© 2015 Marketing Envy Non-linear process Takes a long time Data heavy, ROI focused Constantly test new markets and verticals Integrate channels into BI Growth
- 37. 37© 2015 Marketing Envy Analyze data from launch Become / Hire experts Manage processes not channels Building the marketing machine Growth – Excel in chosen channel(s)
- 38. 38© 2015 Marketing Envy • Hire Channel pros o The best Content Marketers o PPC – Expert in best channel – the rest will come o Analytics – Dedicated resource, connects all the dots Growth – Build team
- 39. 39© 2015 Marketing Envy Method and process, not miracles Integrating the product into marketing Get traffic first Growth - “Hacking “
- 40. 40© 2015 Marketing Envy Growth - Hacking examples
- 41. 41© 2015 Marketing Envy The buzzwords : • Inbound • Content • Native ads Growth – Inbound and Content marketing – The buzzwords
- 42. 42© 2015 Marketing Envy Got a story to tell? Now it’s the time for PR Growth - PR – Should I start PR now?
- 43. 43© 2015 Marketing Envy • Optimize for o Retention o Purchase o Premium o In-App o Virality - K Factor • Ask for Feedback from users Growth– Product – Optimize down the funnel
- 44. 44© 2015 Marketing Envy Growth – Product – Optimize down the funnel
- 45. 45© 2015 Marketing Envy Growth - Marketing Manager: The Machine builder Yearly planning Yearly budget Build team Clear ROI goals Product feedback loop Innovate with channels
- 46. 46© 2015 Marketing Envy No managerial experience Lack of vision Can’t see beyond marketing Isn’t process driven Growth - Marketing Manager needed – Fire if
- 47. 47© 201 Marketing Envy Bye Bye Startup The Marketing Factory
- 48. 48© 2015 Marketing Envy Multi-product strategy Multi-market strategy Distributed team Refines story The Marketing Factory – the challenges
- 49. 49© 2015 Marketing Envy The Marketing Factory – CMO Strategic to the core Visionary Managers’ manager Branding experience International experience
- 50. © 2015 Marketing Envy 50 Thank you Now go and start marketing
Hinweis der Redaktion
- Outsource marketing team – 1- stop shop
- You are here because you want to know what marketing do you need which is great because ou already know that you need marketing – you are already ahead of the curve
- To show me the Hockey Stick Growth To acquire initial clients To get me some buzz / traction To help me grow faster To find me new markets Because everyone has one Because my investors told me to get one
- Growth hacker CMO Super analyst A creative buzz monster A content wiz Strategic Sun Tzu Community manager
- Confused? Reason for confusion: Asking the wrong question: What marketing my startup needs The right question: When does your startup need what
- Test - Is your product ready? Launch – Maximize impact Growth – Scale, scale scale Tech Company - No longer startup
- הולך לדבר גם עם B2B וגם על B2C
- Many founders feel that they can simply launch the product to the public as soon as they’ve finished the development and QA. However, many have not formulated what they actually want to achiehve, not to mention how to explain the product to the world.
- If you are Product company than you need Test stage: Messaging KPIs Funnels
- Define your target audience – Lowest hanging fruits Get a good copywriter to write your story and messages Bring enough users in bursts to adapt to dev cycles Create initial messaging according to target audience - minimum 4 versions copy Install your Analytics everywhere
- 100% conversion rate increase - Remove camilyo
- It’s also cheaper - more users fail as you go down the funnel - At the top of the funnel the impact will usually be the largest in terms of how many people will continue to the next stage Funnels? Events? Users? What’s relevant – What leads to conversion (chosen KPI) Common – On boarding, Share funnel, daily usage – retention - Examples Test for Purchase and subscription only after launch. First make sure you have product market fit Cheaper and faster to test actions at top of the funnel Adapt tests to dev cycle – work together
- A client of ours had communication app – They allowed both Facebook and email – using only email increased the rate of people using the app as initial action by 50%. Set a goal to increase the number of people who login and then do initial action such as add more details, upload a photo or connect their cloud account
- And this is how it looks when we look at the whole funnel – note that between 2nd and 3rd phase it’s higher in the old funnel but the overall conversion is higher
- Bring traffic to youre website and test oppups and top bars, or anything else to make srue that when you launch, you can maximize the conversion ate Popups, Top Bars, Exit banners – they can all work well as long as you provide awesome timely and needed content on your blog
- Get a Facebook Page Start being active on Twitter Make sure to optimize your LinkedIn presence Get a blog Prepare a list of relevant bloggers List your business online where possible Create a landing page Start working on your newsletter Prepare and email to your contacts Setup your blog and social presence – write initial content and get interaction so that your blog and social properties look alive Get a blog running - Prepare a list of articles that will interest your target audience Prepare a list of bloggers who might be interested in your product List your business in releavant websites – From cruncbase for investors to Yahoo directory and from Angel list to Betalist Create a landing page to collect emails and start your newsletters already
- Need to manage Copywriter and manage the process of finding initial messaging - or at least know they need a copywriter or storyteller Need to know how to acquire users – respeially on Google and Facebook - read the data Work with product to determine KPIs and measure how the product works
- Launch is a process – set a period of time for launch – after this period of time you’ll move into growth phaseand focus on different KPIs Start analyzing from
- Finalize your story with data from test - u know what works, you can now expand to a coherent story Be Bold – Make sure you actually have a story Target on the highest most narrow target audience that can give you sufficient traction Steve jobs – First iPhone – Apple have invated world first – shown the finger Talk about this - The fucking finger – not scared at making a statement Bring something else from startup content world
- Clear Measurable Focus on Hard to set KPIs - we don’t know how the product works yet Choose Goals and KPIs for efforts: Run campaigns on X channels Get minimum number of users Pitch X number of bloggers Optimize content and website / a Increase organic traffic by Y
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- The fact you launched in not interesting to anyone – unless you’ve rediscovered penicillin – wait until you have something to say If you want to do PR – Go with an agency located in target market and make sure you know how to maximize PR work You;ve invented penicilien You have customers who can back this up Data about your industry and how it behaves And you have founders or/and investors who are rock stars
- If you are Product company than you need
- Define KPI and set to get them any cost Focus on launch success – You can only launch once - לא רואה בעיניים Able to tie channels together – track and measure but mainly execute a coherent, complicated plan Experience with many channels is more important then expertise with few Holistic approach– Know how to measure all channels in one place – Google Analytics Knows how to choose and interpret the story
- Stays in the same channel – doesn’t go outside of comfort zone Can’t set goals – doesn’t want to commit
- If you die today – growth must continue
- Analyze Data from Launch – What worked, what didn’t and what has potential Become an expert in any channel that shows success – hire experts Manage processes rather than channel Building the marketing machine
- Saying that you do Growth hacking is easy – finding the right features that will drive growth is a whole different matter. Traffic before hacking– Hackers are multi talents – Don’t become one – hire one. Start Playing - play with everything: Email communication and signature Viral mechanics Conversion technics on mobile and web content Play with content – Target audience and subjects Take risks but measure it all religiously
- Famous examples: Airbnb = Craigslist story – posting all listing on craigslist as well – reverse hacking and invites – perfected invites and coupons Hotmail with email signatures Twitter – forcing to follow at least 5-10 accoutns after testing LinkedIn – Public profile is nice and all but the who viewed your profile + email drips won Mailbox - create desirability with showing you how far a long in the queue are you Drop box – Giving you more volume when your friend joined - Also mention gmail invites (remember people paid for them on ebay?
- Or maybe this funnel – Inbound is a very good way to describe the holistic online marketing – make sure your content is there, your native ads, but most important : 1. What efforts to which stage of funnel 2. Analyze and draw conclusions 3. It’s cyclical
- Talk about the change you’ve made in your clients’ lives – work Show your impact on the world Talk about your vertical - Become a thought leader Focus on target audience – never all Takes time – Minimum 6 months Make sure the message aligns with the messaging!
- Once you launch, you need to make sure your operation has the potential to be profitable and scalable - no other way to do that K Factor: http://en.wikipedia.org/wiki/K-factor_%28marketing%29 Talk about AirB&B Remember – No one in Facebook knew what was K factor was However – There’s only 1 Facebook the rest should measure
- Funnel 2b (open_event 4th day average retention; 12/06 – 18/06)
- Yearly Planning Budget – overall Build team Clear ROI goals Product feedback loop - Marketing must send feedback to product Innovate with channels – Take risks
- Management experience Vision – contributes and not just aligns with company’s vision Sees more than Marketing department Unrelenting commitment to results
- You need strategy – holistic, long terms, brand aware strategy Large marketing department – divided to teams CMO – Face of the company New products – new markets and languages Not just online – TV and Print Team in multiple locations
- Hire Experts Don’t be afraid of consultants – learn to measure their effectiveness Test more risky channels - Downloads, push, Offline Be the second one to jump on a new platform or channel – not the last Use Social Media to create multiple touch points with customers – be wherever they are – invest in the long term relationships