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STARTUP GUIDE TO PROMOTION / DIGITAL MARKETING

Learn how to execute effective digital marketing strategies for customer acquisition, targeting ideal customers, selling your value proposition, and utilizing inbound and outbound marketing channels.

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STARTUP GUIDE TO PROMOTION / DIGITAL MARKETING

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  1. STARTUP GUIDE TO PROMOTION / DIGITAL MARKETING Michael White 8 Oct 2019

  2. 08 ABM AGENDA 07 OUTBOUND 06 INBOUND 05 HOW DO YOU EXECUTE? 04 WHAT ARE YOU SELLING? 03 WHO ARE YOU TARGETING? 02 OVERVIEW 01 INTRODUCTION

  3. 01: INTRODUCTION

  4. ABOUT US

  5. ABOUT ME • Product Manager • Consultant • Software Developer • Co-founder Motarme • 10+ Years Tech Marketing • 10+ years software dev

  6. 02: OVERVIEW

  7. CUSTOMER ACQUISITION FOR STARTUPS Customer Acquisition

  8. 3 WAYS TO ACQUIRE CUSTOMERS 2 1 Outbound (“Spears”) Inbound (“Nets”) Referrals (“Seeds”) 3 Inbound (“Nets”) – bring customers to you online. 1 Outbound (“Spears”) –identifying prospects and contacting them directly. 2 Referrals –Word of Mouth from your existing customers 3

  9. INBOUND LEAD GENERATION Online Ads Social Media Web traffic € $ £

  10. OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Prospect Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals

  11. BULLSEYE FRAMEWORK

  12. 03: WHO ARE YOU TARGETING?

  13. WHO ARE YOU TARGETING? • Who is your ideal customer? • What is their • Industry? • Typical size (staff, revenue)? • Role(s) - Personas? • Do they have any other characteristics that help you target them? • Can you prepare a list of names? • What is their “Pain point” – what problem can you help them solve?

  14. WHO ARE YOU TARGETING? • Could be multiple “personas” • Decision maker • Economic buyer • End User • Influencer • IT gatekeeper

  15. 04: WHAT ARE YOU SELLING?

  16. WHAT IS YOUR VALUE PROPOSITION? • Why should I buy something from you? • What value do you deliver? • How quickly can I see the value? • Why is your product better than competitors? • Why is it better than what I do at the moment?

  17. WHAT IS YOUR VALUE PROPOSITION? • A value proposition is a clear statement of the tangible results a customer gets from using your products or services. • It’s outcome focussed and stresses the business value of what you have to offer • If you can’t demonstrate superior value then customers will choose based on price

  18. 05: HOW DO YOU EXECUTE?

  19. 3 WAYS TO ACQUIRE CUSTOMERS 2 1 Outbound (“Spears”) Inbound (“Nets”) Referrals (“Seeds”) 3 Inbound (“Nets”) – bring customers to you online. 1 Outbound (“Spears”) –identify prospects and contact them directly. 2 Referrals –Word of Mouth from your existing customers 3

  20. GO TO MARKET Web Direct Mail Social media Pipeline Outbound email Inbound leads Outbound leads Display ads Pay Per Click Phone Display Ads Email

  21. 06: INBOUND

  22. WEBSITE CONTENT ONLINE ADS SE0 EMAIL SOCIAL

  23. WEBSITE User Centred Design - from “outside in” What information do visitors want? What do you want them to do? – Most Wanted Action Design each page to encourage interaction – Calls to Action Have landing pages for conversion Make it Search Engine Optimization ready

  24. CONTENT Digital marketing is like fishing Content is your “bait” – videos, case studies, infographics, blog posts … Different buyers need different types of content Overview, technical detail, financial impact … Can ask visitors to register for some high value content e.g. a webinar, white paper

  25. ONLINE ADS Pay-per-click ads (e.g. Google PPC) Display ads and retargeting (e.g. Adroll) LinkedIn ads & promotion

  26. SEO

  27. EMAIL Mailchimp, Constant Contact, Campaign Monitor Or Hubspot, Marketo etc. Check out GDPR requirements Benefits, bullet points and brevity Clear call to action Careful with use of graphics Use “you” and “your”

  28. SOCIAL Choose where to focus – LinkedIn, Twitter, Facebook, Instagram … Identify influencers Optimize all profiles Driven by sharing compelling content, images, video Use posts to draw traffic back to your ‘hub’ – usually your website, specifically landing page

  29. 07: OUTBOUND

  30. EMAIL ADS PHONE

  31. OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Prospect Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals

  32. WHY YOU NEED OUTBOUND If your product is new or may not be enough web search traffic to generate online leads If you are targeting a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product. 2 1 Inbound leads (from your website) tend to have been looking at competitor sites. This means web based leads can sometimes be lower quality. Speed of impact – you can get an outbound lead generation process up and running and generating leads within 7 days. 4 3

  33. KEY PRINCIPLES FOR OUTBOUND 1 2 Accuracy of Targeting Identify people who are a good fit, get accurate contact details Factory-type process Production-line approach to lead generation, many steps automated 3 Email-led Don’t start with the phone – only call people who respond positively to a brief introductory email 4 Be “politely persistent” Make multiple attempts to contact, don’t give up too easily

  34. 08: ACCOUNT BASED MARKETING

  35. WHY ABM AND WHY NOW? • In Standard Outbound Lead Generation we target 100s of individuals (leads) with one lead generation message using one channel (email). • ABM means targeting multiple individuals from the same organisation (an ‘account’) by • Picking a subset of strategic accounts – e.g. 5, 10 or 20 accounts with 5 to 10 people per account. • Preparing a specific message tailored to each organisation and • personalising messages, emails and ads to the individual recipient. • using a number of channels in addition to email e.g. online display ads, direct mail, telephone follow-up, LinkedIn ads. • ABM takes more time to setup and manage. • ABM produces higher response rates and bigger (higher value) opportunities. It is the future of lead generation.

  36. ACCOUNT BASED MARKETING ABM 1:1 ABM FOR TARGETING YOUR TOP STRATEGIC ACCOUNTS ABMOne-to-One Top Priority Strategic Accounts Direct sales connection to decision makers at top priority accounts, one-to-one personalization, mixture of direct mail, email, phone and online ads ABMLite Strategic Accounts Next tier of accounts, not full individual personalization of each message, but customized per company. Still use mixture of email, phone, ads but not direct mail. O/B Outbound Lead Generation Targeting broader range of companies, generic messaging based on role or industry, email based 1:M Broadcast marketing & inbound lead gen One-size-fits-all messages, large numbers of contacts on big lists, inbound marketing leads …

  37. WHY ABM NOW? SHIFT TO MULTI-CHANNEL, EASE OF AUTOMATION • INBOUND - results are flattening out. • OUTBOUND – single channel means difficult to cut through noise. ABM NOW because • Efficiency and focus – enables companies to focus time and resources on best accounts / prospects. • Move from single channel to multi-channel. • Move from broadcast to 1-to-1 personalisation. • Move from transactional ‘lead gen’ to longer term account relationship. • Higher close rates, bigger Sales. • Supported by new technologies (intent data, ad display tech, digitized direct mail).

  38. THANK YOU Motarme Sales and Marketing Technology W: www.motarme.com Twitter: @motarme

  39. ADDITIONAL SLIDES

  40. CONVERSION Steps for Increasing Conversions Persuade them to sign-up, register, download • Clear Value Proposition – why they should sign-up today • Home page design – reflect your buyers , provide proof • Landing pages – funnel traffic to particular pages on site • Clear “Calls to Action” – offer something of value • A/B Testing – split test your main landing pages • “Nurturing” and Lead management • Analysis of Visitor Behavior – who, where from, what … • Removal of “Friction” – all the reasons a visitor might not want to complete the action: • Worried if website is legit • Don’t want spam emails • Don’t want to be hassled by sales calls • Use your website to convert traffic • Value proposition • Reflect the buyer • Home page design • Calls to action • Landing page • Lead capture • Follow-up http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors

  41. CONVERSION Persuade them to sign-up, register, download 7 Principles of Conversion Centered Design • Use your website to convert traffic • Value proposition • Reflect the buyer • Home page design • Calls to action • Landing page • Lead capture • Follow-up

  42. CONVERSION Persuade them to sign-up, register, download • Use your website to convert traffic • Value proposition • Reflect the buyer • Home page design • Calls to action • Landing page • Lead capture • Follow-up

  43. ACQUIRING CUSTOMERS Focus: How early stage technology companies can use Digital Marketing to generate leads and acquire customers. Your Customers today Potential customers who are already aware of your business ? What’s the best way to find, connect with and convert potential new customers who are notaware of your company?

  44. INSIDE SALES TEAM STRUCTURE

  45. CUSTOMER ACQUISITION FOR STARTUPS

  46. PRIMARY SOURCES OF SALES FOR SAAS COMPANIES (2018 SURVEY) https://www.forentrepreneurs.com/2018-saas-private-survey-results-part-1/

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