Date post: | 01-Nov-2014 |
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Technology |
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CUSTOMER GROWTH:WEB + B2B + MOBILE APPS
Cezary PietrzakFebruary 2013
@cezinho cezary.co
I’M A TECH ENTREPRENEUR,CREATIVE MARKETER + GROWTH STRATEGIST
2000-2004marketing
2005-2008brand strategy
2009-2012founder + biz dev
(acq. by TripAdvisor)
2012marketing
2013marketing
I BELIEVE THAT SUCCESSFUL MARKETING =QUAL + QUANT + HUSTLE
articulate a unique perspective through creativityuse numbers to measure effectiveness
hustle your way into opportunities
THIS PRESENTATION SUMMARIZES MY EXPERIENCE GROWING TECH COMPANIES
web marketingB2B marketing
mobile app marketing
WEB MARKETING
GET YOUR FUNDAMENTALS IN ORDER
build your brandunderstand your customers
know your competitiondevelop a unique message
EXAMPLE: MARKETING PROCESS
BUILD RELATIONSHIPS WITH YOUR CUSTOMERS
send personal notes to your first customersreward your most loyal customers
ask for feedback + suggestionsif they’re happy, ask them to promote
EXAMPLE: PERSONAL NOTES
MASTER THE PITCH
do your research about the personkeep the message short (title + 1st sentence)
make them smile with your creativityuse Rapportive + Boomerang plugins for Gmail
EXAMPLE: EMAIL PREVIEW
EXAMPLE: BOOMERANG + RAPPORTIVE
Boomerang
Rapportive
EXAMPLE: CREATIVE EMAIL
AUTOMATE LOW-VALUE TASKS
outsource to Fancy Hands, TaskRabbit + internscreate automated CRM emailsuse canned messages in Gmail
EXAMPLE: OUTSOURCED RESEARCH
EXAMPLE: CRM MESSAGES
DISTRIBUTE YOUR PRODUCT TO NEW CHANNELS
add a mobile component (iOS, Android)put your app in the Google Chrome store
adopt new platform features (eg Facebook OG)integrate with various app directories
EXAMPLE: CHROME WEB STORE
PROMOTE ALL THE TIME, EVERYWHERE
distribute news across all social siteslean on your team to increase exposure
use external networks (eg StumbleUpon)ask for help (investors, clients, users, etc)
EXAMPLE: PROMOTION
G
Twitter profile
email signature
B2B MARKETING
BREAK THE RULES
defy category conventions (B2B ≠ boring)use non-traditional marketing channels
compete on your own terms
EXAMPLE: BREAKING THE B2B MOLD
vs.
BECOME A THOUGHT LEADER
write high-quality content around your expertisedistribute knowledge on blog, SlideShare, webinars, etc
be provocative with your thoughts
EXAMPLE: THOUGHT LEADERSHIP
USE EVERY OPPORTUNITY TO CAPTURE LEADS
establish the value of your contentdon’t be afraid to ask for emails
test landing pages to optimize signups
EXAMPLE: LEAD CAPTURE
INTEGRATE WITH OTHER PLATFORMS
understand the broader ecosystemdetermine where to add value, what to replacebuild on other platforms + open up your own
EXAMPLE: PLATFORM INTEGRATION
MASTER CONFERENCES
plan up 8-12 months in advanceattend for free via speaking engagements
always ask for startup discounts
EXAMPLE: SPEAKING ENGAGEMENTS
MOBILE APP MARKETING
CHART: MOBILE APP FUNNEL
BUILD PRODUCT
ACQUIRE USERS
ENGAGE + MONETIZE *
ACQUIRE USERS EFFICIENTLY
remove barrier to entry through freemiumlower $1.38 CPI via paid platforms
build momentum to get featured in app stores
EXAMPLE: PAID PLATFORMS
FOCUS ON ENGAGEMENT + RETENTION
plan engagement strategy before launchbalance acquisition with relationship building
address the 65% who leave after 1 month
CHART: MOBILE RETENTION
0%
25%
50%
75%
100%
1 2 3 4 5 6 7 8 9 10 11 12
Ret
entio
n R
ate
Time (months)
Mobile AppOpportunity
App Install
CREATE PERSONALIZED MESSAGES
understand your customerscreate customer segments
write content that adds value
EXAMPLE: SEGMENTATION + MESSAGING
TIMELY REMINDERS
BREAKING NEWS
LOCATION-AWARE
RELEVANT OFFERS
ACHIEVEMENTS
DIVERSIFY MARKETING CHANNELS
PUSH NOTIFICATIONS IN-APP MESSAGES EMAIL SOCIAL CONTENT CUSTOMER SUPPORT
SUMMARY
Get your fundamentals in orderBuild relationships with your customersMaster the pitchAutomate low-value tasksDistribute your product to new channelsPromote all the time, everywhere
Break the rulesBecome a thought leaderUse every opportunity to capture leadsIntegrate with other platformsMaster conferences
Acquire users efficientlyFocus on engagement + retentionCreate personalized messagesDiversify marketing channels
WEB
M
ARKE
TING
B2B
MAR
KETI
NGM
OBI
LE A
PP
MAR
KETI
NG
READING MATERIAL
BLOGS I READ
MY BLOG
cezary.co