Introduction to Startup Marketing * Launch Startup *Growth Hacking

Startup Marketing – What you need to know and when Amit Lavi March 2015

2© 2015 Marketing Envy

Marketing Envy founders

Over 30 <gulp> years combined experience with tech start ups and multi-national brands

Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cloudyn, BlazeMeter, DMG, ICQ, Tuteboard,

GetEvents, Mantis Vision, Cliqdo, Outbrain

Billy Cina Amit Lavi


Our customers


Can’t see the plan from all the buzzwords

Marketing as a process


So you want to do marketing for your startup


Initial clients Buzz / traction Hockey Stick GrowthNew markets Because everyone does itBecause my investors told me to start marketing

I want marketing for


4 stages of the startupocopalypse

Test Launch GrowthTech

Company


Test Phase If you can’t measure it – it doesn’t exist


“Let’s Launch, the product is ready. I just feel it”

Why Test?


Startup Launch is not an event – it’s a process you have to be ready for

Why Test?


A target audience Great messaging Bring enough users Analytics

Test – What do we need


Never Assume

Test – Messaging


Cheaper to test top of funnel Adapt tests to dev cycle

Test – What to measure – Decide on KPI


Login – Native email or Facebook/ Google login?

Test KPI No. 1 in funnel – Let’s start with Log-in

Email login and Facebook

Facebook only


Greatest impact on changing the top of the funnel

Test KPI No. 1 in funnel – Let’s start with Log-in

Email login and Facebook

Facebook only


Test B2B – Make you’re your site is ready

Try:

PopupTop bar Exit bannerSignup form Visible CTA


• Stop when: o You reached your KPIso Messaging is effective o You ran out of time

Test – When to stop testing


Test – Build your presence from day -1


• Experience with: o Product analytics o Basic experience with PPC o Managing copywriters o Define KPIs

Test Phase – What skills do you need


“Marketing is not just about the story” No KPI – No GoProduct & marketing was play nice together Only Hands on

Test Phase – Remember

© 2015 Marketing Envy 21

Ready, Set, Launch!


Launch – Process , not one off

Analyze

Execute

KPIMeasure Plan


Launch – Present your story

Be Bold


• Use starting point from Test • Measure without a starting point:

o Activities KPIs o Incremental increase o Minimum KPIs

Launch – How to set meaningful KPIs with no prior data


Choose your channels (B2B and B2C) > 1 Channel Focus on Core Audience Test less promising channels

Launch – Go to market


PPC campaigns Mobile App installs Search campaigns SEO / ASOContent marketing Reviews Native advertising Offline conversionsViral content

Launch – Acquisition – B2C


Paid lead generation campaigns Lead nurturingSocial Media Biz Dev Industry reviews LinkedIn direct emails Gift campaign Conference

Launch – Acquisition – B2B


2 things to remember about PR: 1. No one cares that you’ve launched 2. No agency is the best in all verticals

Solid, effective PR that will not make you cry over the monthly retainer requires:• An interesting product• With users &/or customers• Data about the market &/or customers• A good English (?) speaker for the journalists/analysts

Launch - PR


ParetoExecution Flexabilty

Launch Phase – Focus on


Holistic marketing plan Define KPI and know how to reach Tying channels together Executing many channels

Launch Phase – What do you need:


Growth When we know launch worked


Build the machine – Automate and create procedures and monitoring

Growth - Build the machine


Non-linear process Takes a long time Data heavy, ROI focused Constantly test new markets and verticalsIntegrate channels into BI

Growth


Analyze data from launch Become / Hire expertsManage processes not channels Building the marketing machine

Growth – Excel in chosen channel(s)


• Hire Channel pros o The best Content Marketerso PPC – Expert in best channel – the rest will come o Analytics – Dedicated resource, connects

all the dots

Growth – Build team


Method and process, not miracles Integrating the product into marketingGet traffic first

Growth - “Hacking “


Growth - Hacking examples


The buzzwords : • Inbound• Content• Native ads

Growth – Inbound and Content marketing – The buzzwords


Got a story to tell? Now it’s the time for PR

Growth - PR – Should I start PR now?


• Optimize for o Retention o Purchase o Premium o In-Appo Virality - K Factor

• Ask for Feedback from users

Growth– Product – Optimize down the funnel


Growth – Product – Optimize down the funnel


Growth Phase – What do you need:

Yearly planning Yearly budgetBuild team Clear ROI goals Product feedback loop Innovate with channels


Bye Bye Startup The Marketing Factory


Multi-product strategyMulti-market strategy Distributed teamRefines story

The Marketing Factory – the challenges


The Marketing Factory Phase

Multi year strategyRefine visionBrandingInternational marketing

© 2015 Marketing Envy 46

Thank you Now go and start marketing

Introduction to Startup Marketing * Launch Startup *Growth Hacking

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