B2B Marketing
For Intrapreneurs
Corporate Startup Summit
Launching, Growing, & Developing
New Products
Inside an Enterprise
BEFORE AFTER
DOUBLED VIEWS & REVENUE
We Help Companies
CEO, Hunter & Bard
Marketing strategy
Marketing implementation
PR (based in SF)
Full branding & design
Teach Marketing for Startups at
StartHub (Tel Aviv/ Jaffa
Academic College)
Mentor at: Google, Microsoft,
Founder Institute, Seedcamp, &
more
Cover Israeli startups for TNW
Shira Abel
SOME STARTUP
METHODOLOGIES
THAT YOU
SHOULD KNOW
@shiraabel
ERIC REIS – THE LEAN STARTUP
Nir Eyal – If you don’t know him – you should. @shiraabel
Business Model Generation
@shiraabel
@shiraabel
Agenda
Branding
When to Do Marketing
Strategy
Product Market Fit
Lean Marketing
@shiraabel
MARKETING
BASICS
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BRANDINGYou don’t own your brand.
Your customers do.
@shiraabel
No one ever got
fired for buying
IBM equipment.
The Safe Pick
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@shiraabel
MARKETING
SHOULD START
THE MOMENT THE
PRODUCT IS
CONCEPTUALIZED
@shiraabel
Marketing for the Concept Phase
Build the marketing into the product. Create
an incentive to share. Make sharing easy.
Test assumptions (cost, messaging, bundle
mix, etc.). Ads to landing pages.
Get to know influencers & media people on
Twitter. Give a lot. Don’t ask for anything.
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2
3
@shiraabel
Amazon Method of Product
Marketing
Internal press release announcing
finished product – BEFORE IT’S MADE
Target audience – new product’s customers
(retail customers or internal users of a tool
or technology)
Centered around the customer problem
How current solutions (internal or external)
fail
How the new product will blow away
existing solutions
Amazon Internal PR - Layout
Heading - Name the product in a way the reader (i.e. your target customers) will
understand
Sub-Heading - Describe who the market for the product is and what benefit they
get. One sentence only underneath the title.
Summary - Give a summary of the product and the benefit. Assume the
reader will not read anything else so make this paragraph good.
Problem - Describe the problem your product solves.
Solution - Describe how your product elegantly solves the problem.
Quote - A quote from a spokesperson in your company.
How to Get Started - Describe how easy it is to get started.
Customer Quote - Provide a quote from a hypothetical customer that describes
how they experienced the benefit.
Closing and Call to Action - Wrap it up and give pointers where the reader
should go next.http://tomtunguz.com/ good stuff here
Alpha Phase
Start a blog with newsletter sign up
Landing pages more sign ups (is there
a way to advertise the service on an
internal network?)
A/B test messaging & optimization
Social outreach starts
The point here is to begin to build interest
and an audience through good content
before launch
IN THE BEGINNING
THE GOAL SHOULD
BE PRODUCT /
MARKET FIT
40% IS GOLD** 40% of your customer base w ould be upset if your product disappeared. – Seth Ellis
@shiraabel
What’s Your Strategy
@shiraabel
Example
@shiraabel
Business Objective
Improve Financial Performance
Business Metric
Reduce Long-Term Dependence on Ads & Lower
Overall Costs
Marketing Metric
Increase Relationship / Content Marketing –Raise percentage of traffic from blog versus ads
Performance MeasurementIs your objective SMART: specific, measurable, attainable, realistic & time specific?What are your strategic initiatives?
Build awareness
Expand distributionBuild penetration
Build buying rate
Increase loyalty
Funnel e.g. when purchases through the websiteWhere do you want people to go?
What action do you want people to take? Track the movement
Conversion rate / A/B Testing
Test & iterate
@shiraabel
Potential Strategic InitiativesBUILD AWARENESS in the early adopters of the target
market INCREASE LOYALTY of the target market
IMPROVE PRODUCT QUALITY by ensuring that the
product perfectly matches customer needs and
exceeds expectations
INCREASE REFERRALS by establishing strong
personal connections with customers, and giving them
the tools to “spread the word” of their satisfaction within
the entire group
ACCELERATE NEW PRODUCT DEVELOPMENT by
continuously increasing your knowledge and
understanding of the needs of your customer, and
encouraging innovative solutions to address those
needs
Marketing for the Launch Phase
Ask the media people and influencers who
now know you if they would be willing to
check out your product & give feedback .
Send an announcement to the list you’ve
been growing through the blog, ads, & social.
Attempt an act of virility (it just might work)
PR on a slow news day (avoid days where
Apple announces anything, election days,
CES, DLD, etc…)
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@shiraabel
Earned Media & PR
Social proof
Brings big numbers all at one
Gives a spike of traffic
May not be aimed at the target market (i.e. WSJ may not be the target market, but it’s what Execs read & gives social proof)
Has a strong trust rate
@shiraabel
Viral If You Can
@shiraabel
Know Your Market
@shiraabel
ONCE PEOPLE START
TO COME – HOW DO
YOU GET THEM COME
BACK?
AND SHARE?
@shiraabel
Questions for the Retention Phase
Where is the funnel going through the site?
What action triggers can induce them to
come back?
Where are you losing your customer?
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2
3
@shiraabel
Potential Marketing Tactics
Reward evangelists who bring in a wider client base with specially designed SWAG
Become known as a industry leader
Connect with those who use your product where they live online (e.g. have a private FB page)
Increase average purchase rate (recommendations are great for this)
Increase customer lifetime value by giving information that the customer values (creates loyalty / increases switching cost –think Kissmetrics blog)
Watch the FunnelAcquisition –
Learns About Product
Conversion –
Signs Up
Buys
Retention
WOM
@shiraabel
For Freemium:“Buys” & “Retention”
are reversed
AFTER PRODUCT
MARKET FIT –
SEEK TO ACQUIRE
MASS USERS
Sample Digital Marketing Tactics
More Relevant for B2B
• Webinars
• White papers / Case studies
• YouTube
• Blogging
• Newsletter / Email (highest
ROI of all digital media)
• Forums
• Infographics
• E-book
• Community
• Podcast
Less Relevant for B2B
• Blog commenting
• Quora
• Google+
• Peer review
• Seeding posts
• Guest blogging
• Game elements (e.g. leader
board, 80% signed up, awards
for actions)
• SEO / SEM
• Games
The Holy Trinity of Online Marketing
GOOD
PRODUCT
Earned Media / PR
Relationship
Marketing
SEO / Ads /
Affiliate
@shiraabel
Relationship Marketing
Takes time
Builds the brand
Costs (yes, time is money)
Builds a relationship
Increases referral rate
Critical for B2B
Content can be SEO’d
@shiraabel
Affiliate, SEO & Media Buy (Ads)
Immediate (if your client base is looking to buy what you’re offering online)
Targeted
Costs (which is fine if you charge, could be a dilemma if you’re free)
Doesn’t build a relationship
Has the lowest trust rate
Affiliate needs to be well vetted in order to not destroy the brand
@shiraabel
Thought Leadership is Critical
Blogging and guest blogging is one of the best ways
to do this
Webinars / Presentations that give helpful industry
related information (think Crunched and its Growth
Hacker series)
White papers (sign up to our newsletter and get this
white paper for free!)
Speaking at industry events, while it may not have an
immediate effect – it will have a HUGE influence
when PR’d within the industry
Marketing is a Sales Tool
Case studies show your ideal customer and how
things go when everything is perfect
Connecting with individuals on social builds the
relationship, e.g.
Object can showcase customers design work on its FB page
LinkedIn group about industry – lead generation
Social CRM on Twitter
Email marketing reminds companies that you exist &
what you can do for them
Builds the sales funnel – makes potential customers
come to you instead of you to them (much better
position to be in)
@shiraabel
Social Media for Research
Where is your customer online?
Are you being mentioned? If so, is it good?
What is the title of the person in the organization that
typically makes the decisions?
Rapportive
Who are the media people who cover your industry?
FB
Quora
@shiraabel
Rapportive
Find the email of the
person you want to
connect to by checking
names through the
Rapportive plugin.
@shiraabel
Choose who you want to connect
to:
What groups is the person in?
If you know the title but not the
whole name – do a search in
Google of the partial name and
title & you’ll get the whole name.
@shiraabel
Who Are You Looking For
@shiraabel
Google Search
@shiraabel
First & Last Name Found!
@shiraabel
“A true unfair advantage is
something that cannot be
easily copied or bought.”
- Jason Cohen
BEHAVIORAL
ENGINEERING
GOAL
Surprise and delight
your customer.
Reputation Economy
Once trust has been established:
Everyone has an action trigger - it’s up to you to find out what your customer’s is.
Jack Dorsey:
The Power of User Narrativeshttp://www.youtube.com/watch?v=acMXhhdWylQ
@shiraabel
Random Stuff
I Like
PR for Startups by Colette Ballou
http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012
@shiraabel
THE Best Review Of All Time
The Mountain Three Wolf Moon
Short Sleeve Tee
@shiraabel
Close Running
BIC Cristal For Her Ball Pen
@shiraabel
Hat tip:
TakeawaysMarketing starts the second you have an idea for a product / service / business
Every tactic should have a goal in mind
GET TO KNOW YOUR CUSTOMER
Social is more than just engagement – it’s listening and reacting to criticism
Listen & respond – you’ll get a better product & happier customers
Opt-in is more powerful than push
Call-to-action gets you more
Follow the trail to see where you’re losing people along the funnel
THANK YOU
@shiraabel
References & Reads
http://www.uxarchive.com/tasks/sharinghttp://blog.statuspage.io/how-we-increased-our-conversion-rate-by-311-percenthttp://www.kpcb.com/insights/2013-internet-trends
http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk
http://www.1tech.eu/clients/casestudy_toyota3
http://hbr.org/2013/05/why-the-lean-start-up-changes-everything/ar/pr
http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit
http://www.businessmodelgeneration.com/canvas
http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/
http://www.ashmaurya.com/2012/02/why-lean-canvas/
http://www.avc.com/a_vc/2004/03/its_a_small_wor.html
http://www.youtube.com/watch?v=7QmCUDHpNzE
http://www.youtube.com/watch?v=ZUG9qYTJMsI
http://flowingdata.com/2011/09/18/yoda-pie-chart/
http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/
http://www.slideshare.net/setlinger/altimeter-social-analytics081011final
Breakthrough Marketing Plans
http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/
http://marketingfortomorrow.com/tag/marketing-tone/
http://en.wikipedia.org/wiki/Intrapreneurship
https://en.wikipedia.org/wiki/Lean_manufacturing
http://www.slideshare.net/venturehacks/the-lean-startup-2?from_search=1
http://techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective-2/
Customer Insights
Customer Insights
Confluences
Voyages
Orthodoxies
Analogies
Frustrations
Extremities
Anomalies
Mapping a Users Experience
NeedResearchOptions
Choosing Infrastructure
Ordering
Implementation