From startup to Series A and beyond, how you build your growth engine evolves as your company matures. In this presentation, we look at the critical things to consider before you try a single tactics and frameworks for defining objectives, your funnel and positioning.
22. April Dunford
CEO, Sprintly
Marketing is about making it easy for people to
find, evaluate and buy your products.
Positioning is figuring out what your product is
in the first place.
“
23. Marketing can polish a turd.
Positioning can turn turds into
fertilizer.
“
April Dunford
CEO, Sprintly
30. WHAT IS IT?
Plain language.
No jargon.
WHO IS IT FOR?
Be as specific as possible.
WHAT CATEGORY?
New vs. established.
Frame of reference.
HOW ARE YOU
DIFFERENT?
Be honest.
WHY SHOULD I CARE?
What’s in it for me?
Benefits and value.
ALTERNATIVES?
Status Quo, Competitors,
Frenemies
39. DISCOVERABILITY TRY-ABILITY VALUE? COMMIT?
SEO/Content
Events/WOM
Product Driven
Partners
Social Media
Influencer Marketing
Paid Channels
Free Trial
Paid Trial
Demo
How hard is it to try?
Friction?
Product
Experience
Expectations
Have they gotten
value in some way?
Enough value to
pay you?
WILL THEY STAY?
Churn is an outcome. It’s an indication of things going right/wrong in the above areas.
40. DISCOVERABILITY TRY-ABILITY VALUE? COMMIT?
Channel <> Market Fit
Message <> Market Fit
Channel <> Message Fit
Reduce Friction/
Improve Experience
Meet/Exceed
Expectations
If no, why?
WILL THEY STAY?
Data, data, data.
46. Customer
Lead Management
Lead Nurture, Scoring, Data Enrichment,
Lead Recycling
Product Mktg/Sales Enablement
Value & Messaging, Product
Positioning, Collateral
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
Campaigns & Programs
Promotions (magento campaign), Paid Ads,
Social Media, Content Marketing, SEO, Email
Customer Marketing
47. Building Systems
OBJECTIVE
These are goals, not metrics (metrics are just a way to keep score)
LEVERS
What levers can you pull to get there? (I.e. increase conversion by X%)
STRATEGIES & TACTICS
What’s the approach? Specifically, how will you execute (tactics).
DEPENDENCIES / EFFORT
Is the execution dependent on others? How much effort is needed?
PRIORITIZE
Weigh the potential impact with the effort it will take.
54. “Product marketing, at its heart, is about understanding what
you’re building, why you invested in it, and how it will benefit the
user — and then messaging that understanding to your customer.”
- Joanna Lord, CMO of Classpass