Marketing Fundamentals for Founders
PATRICK CAMPBELL
@patticus
@Patticus
Provide you a quick, analytical process to approach marketing and sales in the early stages of a business.
Our Mission Today
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Everyone leaves with something new they’ve learned, no matter your marketing level.
My Goal
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Key Milestones: •May 2012: Founded in Boston•Nov. 2012: 50+ Customers International Expansion to UK, Canada & Australia•Jan. 2013: Expanded Team to 7•April 2013: Completed Over 100,000 Pricing Strategies•May 2013: $1M Run Rate
Executives:•CEO/Co-Founder: Patrick Campbell•Technologist/Co-Founder: Christopher O’Donnell •Technologist/Co-Founder: Aaron White
About Us
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• Understanding Your Constraints
• Understanding the Smarketing Funnel
• Understanding Your Channels
Our Agenda
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Understanding Your Constraints
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We all have an ego that wants to see our name on a billboard...or in a SuperBowl commercial...
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...but vanity is for prom queens (and kings), not marketers...
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We only have so much time...
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...because failure stares you in the face at every turn.
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You need to be a steamroller.
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You’re under enormous constraints as a startup. Be a steamroller focused on conversion momentum, not vanity.
Main Takeaway #1
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Identify what you’re doing right now to capture leads or convert leads to customers.
Activity #1
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Understanding the Smarketing Funnel
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There are a lot of complex theories out there...
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...but keep it simple up front.
Eyeballs Lead Opportunity Customer
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Our $1Million Funnel
• Top of the Funnel
• Price Intelligently Blog
• Guest Blogging
• Quora, LinkedIn Twitter, etc.
• Video (coming soon)
• Middle of the Funnel
• Remarketing
• E-Books
• Video (coming soon)
• Bottom of the Funnel - Sales
• Human Beings - Price Optimization Assessment
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Find the funnel that works for you, but you must give your leads an opportunity to dig in and a funnel for them to go down.
Main Takeaway #2
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Draw out your funnel, either current or proposed.
Activity #2
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Understanding Your Channels
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Channels• Inbound (Go through HubSpot’s certification)
• Slideshare
• Guest posts
• Blog
• Social Media
• Video
• Outbound
• Remarketing
• Paid Search
• Paid Display
• Pamphlets
• Paid newsletters
• Paid anything
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Inbound Channels
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Outbound Channels
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Everybody is different...
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...so identify your buyer personas...
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...and be a brand.
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Our Brand
Let the knowledge free!
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Long form and data driven
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Result
• Makes us look bigger than we actually are (don’t tell anyone)
• Education and creates the requirement
• Forces us to scale
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Our $1Million Funnel
• Top of the Funnel
• Price Intelligently Blog
• Guest Blogging
• Quora, LinkedIn Twitter, etc.
• Video (coming soon)
• Middle of the Funnel
• Remarketing
• E-Books
• Video (coming soon)
• Bottom of the Funnel - Sales
• Human Beings - Price Optimization Assessment
@Patticus
Conversion...conversion...conversion.
Read Skok’s SaaS Unit Economics.
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Test, test, and test different marketing channels, but keep the focus on conversion and scalability.
Main Takeaway #3
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What are six channels you can easily test (that you’re not using already) and how are you going to test them?
Activity #3
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Questions?
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Patrick Campbell
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