10 learnings for b2b startup marketing
DESCRIPTION
Launched at Arctic15 2012, San Francisco is the first marketing agency in Finland focused on solely startup companies. Our clients seek unexploited business categories and niches, with the ultimate goal of winning the #1 market position internationally. We work with startups in all areas of marketing communications, from strategic planning to daily operations. With creative, analytical and performance-based approach, we strive to help your startup to do World’s Best Marketing.TRANSCRIPT
The first marketing agency in Finland focusing solely on startup
companies.
MAKE IT
BIG
10 learnings for B2B startup marketing
© San Francisco Agency 2012 – Confidential
Shorter sales cycles
Inbound leads
Recruiting talent
Attracting investors
#1 B2B startups do marketing for
© San Francisco Agency 2012 – Confidential
perception > reality
#2 Skate where the puck is going
© San Francisco Agency 2012 – Confidential
Big brands
Team profiles
Openness
Peer acceptance
#3 Credibility is everything
© San Francisco Agency 2012 – Confidential
One message, many channels
Life is easier when your startup has history
Sudden stop of communications raises questions
#4 Consistency
© San Francisco Agency 2012 – Confidential
First
Biggest
Fastest
- Just very different.
#5 Be unique
© San Francisco Agency 2012 – Confidential
Segmenting
Targeting
Positioning
- Find the niche you can lead from day 1.
#6 Lead, do not follow
© San Francisco Agency 2012 – Confidential
Create videos, blogs and other quality content
Use the industry leading tools
Measure and analyze every €/h you spend
Marketing is an on-going process, not a campaign
#7 Follow the best practices
© San Francisco Agency 2012 – Confidential
Easy to start tweeting without a purpose
Easy to let an intern take care of it
Easy to leave out from the board room
Easy to confuse your audience without planning
#8 “Marketing is easy”
© San Francisco Agency 2012 – Confidential
Still, it’s left to many CEOs to do only
Who don’t often have time for it
Except the night before an important launch
Yelling to an audience who is not there?
#9 Marketing is a lot of work
© San Francisco Agency 2012 – Confidential
Follow
Listen
Participate
Influence
#10 Be.
THIS IS HOW WE DO IT
© San Francisco Agency 2012 – Confidential
Marketing strategy
Market intelligence
Customer segmentation
& targeting
Company & product
positioning
Story building& messages
Marketing planning
(awareness & lead sourcing)
Analytics & optimization Reporting
Marketing communication basics
Re-iteration in 3-12 month cycles
© San Francisco Agency 2012 – Confidential
Sales leads sourcing
PR
Conversi
on optimiza
tion
Leads nurturing
Search & retargeting
SEOEmail marketing
Social media marketingEvent planning
Content marketing
Sales Process
Qualified
UnqualifiedQualified
© San Francisco Agency 2012 – Confidential
Channel Primary role FrequencyWebsite Information & lead generation 1/year + constant syndicationBlog Influence 1-4 times a monthEmail newsletter Lead nurturing 1-4 times a yearEvents/conferences Awareness, lead generation 1-4 times a yearTwitter Influence Daily listen + engageFacebook Page Communicate company culture 1-2 times a weekLinkedIn Influence personal networks ConstantSearch advertising Awareness, lead generation ConstantPress releases Facilitate PR story building 2-4 times a year
Example channel plan
© San Francisco Agency 2012 – Confidential
Example management/board report
We want to help your startup to do
WORLD’S BEST MARKETING.
© San Francisco Agency 2012 – Confidential
Juhani Polkko
Founder & Chief Marketing Officer
+358 40 543 0825
San Francisco Oy
Fredrikinkatu 61, 6th Floor
FI-00100 Helsinki
Contact information