BUILDING A GROWTH ENGINE FOR STARTUPS CEZARY PIETRZAK Presented to Techstars Atlanta August 24, 2016 @ckp
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BUILDING A GROWTH ENGINE FOR STARTUPS
CEZARY PIETRZAK
Presented to Techstars Atlanta August 24, 2016
@ckp
MY BACKGROUND
2000 - 2004
2005 - 2008
CEZARY & CO
2008 - 2012
2012
2013
2014
GROWTH TOPICS I WILL COVER TODAY
PART 1 Fundamentals
PART 2 Testing + Data
PART 3 Marketing Channels
WRITE IT DOWN…OR IT DIDN’T HAPPEN
PART 1: FUNDAMENTALS Marketing fundamentals canvas
Target audience exploration Messaging architecture
Moments + places
MARKETING FUNDAMENTALS CANVAS
Mission Vision Brand Target Audience Market Niche Key Message
TARGET AUDIENCE EXPLORATION
Market Size Demographics
Mindset Tools
Behavior Frequency
MESSAGING
Key Message Key Descriptor Mission Vision AudienceMindset Industry Realities Functional Benefit Emotional Benefits Tone Boilerplate
PART 2: TESTING + DATADevelop hypotheses Prioritize channels
Map out marketing + sales funnel Set up data + tracking strategy
DEVELOP GROWTH HYPOTHESES
Sources Behavioral insights
Background research Industry benchmarks
Company stageGrowth goals
Investor requirements Previous hypotheses
Data Experiment Type Key Metric Prediction Outcome Resources
PRIORITIZE CHANNELS
MAP OUT YOUR MARKETING + SALES FUNNEL
B2C Acquisition
Onboarding Engagement
Retention Revenue Referral
B2B 1 New 2 Contacted 3 Phone Call 4 MQL 5 SQL 6 Opportunity 7 Nurture
Mobile Web/Mobile Web > App Store > Install > Open > Signup
SETUP YOUR DATA + TRACKING STRATEGY
CRM
Data Layer
Business Intelligence
Data Warehouse
Attribution
PART 3: MARKETING CHANNELS Paid Ads
Message Automation Lead Gen + List Building
Cold Outreach Referral Program
PAID ADS
Principles Own your data Don’t trust platforms CTR = vanity metric One tracking source
Dashboards Campaign
Daily Creative
MESSAGE AUTOMATION
Process Use marketing funnel as base Think of actions / non-actions Keep it simple Ship one email at a time A/B test from the start Analyze + optimize
Elements Message flow
User action Condition
Timing Move to flow
LEAD GEN + LIST BUILDING
Process Source company list Merge databases Sanitize data Find people / roles Generate emails Enrich data
Data Company
Contact / Role Email
Supporting Data
COLD OUTREACH
Process Break down audience mindset Focus on subject lines first Personalize as much as possible Use tactics like “Re:” in subject Set up 3-5 step direct sell drip Shift to content marketing Move back to direct sell
REFERRAL PROGRAMS
Elements Passive discovery Proactive discovery Invitation mechanism Invitation timing Offer Follow-up Tracking
Considerations NPS score
Dev support Minimum setup
LEARN ABOUT MARKETING + GROWTH + MOBILE
CEZARY.CO@ckp
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