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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. 1. When to hire or fire your Marketing Manager Amit Lavi December 2014
  2. 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. 3© 2015 Marketing Envy Our customers
  4. 4. 4© 2015 Marketing Envy Can’t see the plan from all the buzzwords Marketing as a process
  5. 5. 5© 201 Marketing Envy So you want to hire a marketer
  6. 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. 7© 2015 Marketing Envy Asking around what type of marketer should I have
  8. 8. 8© 2015 Marketing Envy Confused? Don’t know who to choose?
  9. 9. 9© 2015 Marketing Envy 4 stages of the startupocopalypse Test Launch Growth Tech Company
  10. 10. 10© 201 Marketing Envy Test Phase If you can’t measure it – it doesn’t exist
  11. 11. 11© 2015 Marketing Envy “Let’s Launch, the product is ready. I just feel it” Why Test?
  12. 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. 13© 2015 Marketing Envy A target audience Great messaging Bring enough users Analytics Test – What do we need
  14. 14. 14© 2015 Marketing Envy Never Assume Test – Messaging
  15. 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. 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. 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. 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. 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. 20© 2015 Marketing Envy Test – Build your presence from day -1
  21. 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. 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. 23. © 2015 Marketing Envy 23 Ready, Set, Launch!
  24. 24. 24© 2015 Marketing Envy Launch – Process , not one off Analyze Execute KPIMeasure Plan
  25. 25. 25© 2015 Marketing Envy Launch – Present your story Be Bold
  26. 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. 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. 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. 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. 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. 31© 2015 Marketing Envy Pareto specialist Execute Adaptable The Launch Phase - Who and what we we are looking for
  32. 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. 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. 34© 2015 Marketing Envy Growth When we know launch worked
  35. 35. 35© 2015 Marketing Envy Build the machine – Automate and create procedures and monitoring Growth - Build the machine
  36. 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. 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. 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. 39© 2015 Marketing Envy Method and process, not miracles Integrating the product into marketing Get traffic first Growth - “Hacking “
  40. 40. 40© 2015 Marketing Envy Growth - Hacking examples
  41. 41. 41© 2015 Marketing Envy The buzzwords : • Inbound • Content • Native ads Growth – Inbound and Content marketing – The buzzwords
  42. 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. 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. 44© 2015 Marketing Envy Growth – Product – Optimize down the funnel
  45. 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. 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. 47© 201 Marketing Envy Bye Bye Startup The Marketing Factory
  48. 48. 48© 2015 Marketing Envy Multi-product strategy Multi-market strategy Distributed team Refines story The Marketing Factory – the challenges
  49. 49. 49© 2015 Marketing Envy The Marketing Factory – CMO Strategic to the core Visionary Managers’ manager Branding experience International experience
  50. 50. © 2015 Marketing Envy 50 Thank you Now go and start marketing

Editor's Notes

  • 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
    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:
  • 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
    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

  • Icons
  • Insert slides from previous PPT – icons
  • 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:

    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
  • ×