21st century marketing for startups (...and grown-up cos too)
DESCRIPTION
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIsTRANSCRIPT
October 14, 2014
Marketing Plans (and a lot more)
Agenda: What You Will Learn Today
• Elements of Go-to-Market Plan• The Sales and Marketing Funnel Revisited• Determining Your Shtick• Launch Channels and Prioritization• LTV and CRV and NPS• Benchmarks and Measurement
2
The Evolution of Marketing• Up to 1980s: Marketing the past
• Telemarketing, radio, billboards, posters, print media
• 1980-1990s: Marketing the present• Database marketing, relationship marketing, e-commerce,
spam, guerilla marketing, CRM gains dominance in strategy
• 2000+: Marketing the (social) future• Social media, an ongoing effort, creative exploration in developing technology and platforms
Marketing of the Future• Products/services are never finished• Products/services never stand alone
Marketing Defined
2000+: What People Buy
• Promise that the brand will continue to deliver now and in the future
• Trust = the belief that a brand is capable of delivering now and in the future
Startup Marketing: You Have Been Warned
5Source: @MikeTrap
Startup Marketing: The Reality
6Source: @MikeTrap
Startup Marketing: The Reality
• Used a video of a non-existent product to gather feedback
• Formulated hypotheses about features and tested them rapidly
• Changed marketing approach and feature set when hypotheses were disconfirmed by market feedback
• Started as a platform for gathering support using “tipping points”
• Customers told them that the idea was too abstract and unfocused
• The company almost ran out of money
• Found that only one aspect was working: group deals
Startup Marketing: The Reality
Payment system for PDAs
Massively multi-player game
Video-dating site
Automated email recommendation
service
Podcasting (as Odeo)
9
Marketing Disruptive Products
For High Tech Businesses, Marketing is More About Opps Than Current Market
10
Current Market Demand Opportunity
Current products meet current customers
Novel products, often targeting non-users
Needs well understood and stable
Needs not well-defined, likely to change
Substitutes for existing products within category
Creating new categories of demand
Selection, resulting in market share
Rate of adoption and penetration
Size of market, ease of addressing
Potential benefits vs. behavioral change
Source: Michael Davies, Endeavour Partners
Novel, Tech Innovative Products: Difficult to Adopt
• Most people, most of the time loathe change• Investment in time and effort• Uncertainly, anxiety
• Not familiar with novel products and their potential
• Novel products always require trade-offs• Evaluation based on perceived value, relative to products in use• Sensitive to loss aversion
• Companies underestimate the switching costs, overestimate the potential benefits
11Source: Michael Davies, Endeavour Partners
The Gap b/n Eager Sellers and Stony Buyers
12Source: Michael Davies, Endeavour Partners
What Can You to Do to Drive Rapid Adoption?
• Accept resistance• Anticipate long adoption• Manage accordingly
• Strive for >10x gain:• Make relative benefits so great they overcome
customers’ overweighting of potential losses
• Minimize resistance:• Target non-users – don’t use product now, no
change needed or the unendowed• Target segments of customers who don’t give up as
much• Make behaviorally compatible products
13Source: Michael Davies, Endeavour Partners
14
Go-to-Market Goals
What You Need at Launch
15Source: @MikeTrap
16
Go-to-Market Framework
Positioning/ GTM Roadmap
17
Customer Analysis
Client Interviews
Positioning & Messaging
Supporting Evidence
Channels and External Influencers
• Research, whitepapers• Shorter POVs, insights
• Website• Blog (internal)• Blogs (external)
• Client testimonials• Case studies• Bios
• Collateral
• Meetings• Videos• Social media channels
• Outreach to key influencers by sector
Competitive Analysis
Go-to-Market: Engaging the New Social Customer
18
Unraveling their lifestyle,
pains, passions
Identifying their media
consumption choices
Identifying and connecting with
those who influence them
Connecting the dots between brands and
their customer with/ social
content
Positioning Defined
Great companies are mission-driven;
Great marketing is
simple, intimate and
mission-driven
Remember: It is ALL About the Why
20Source: @MikeTrap
Positioning Roadmap Revisited
22
Positioning is driven by the reason why you started your business – the insight or “aha!” moment behind it:• Why did you create your company?• What need did you want to address? • Who are “your people”?
Example: VitalityA product designed to tackle the combination of factors that conspire to cause non-adherent behavior = GlowCaps
The Insight
23
Understanding “your people” means designing a solution with your customers in mind:• Who are the beneficiaries of your product?• Who are the buyers of your product?• Why do they buy?• What’s important to them?
“Your People”
“Your People”: Market Segmentation
“Your people” are not a homogenous group. Address each group individually:
• Market segmentation means dividing your market into distinct groups with:
• Distinct needs• Characteristics• Behavior
• Each segment may require separate products/services or marketing mixes
Developing Positioning Statement
• Positioning statements summarize the company or brand positioning • To (target segment and need) our (brand) is
(concept) that (point-of-difference) or• For (target segment) who is dissatisfied with
(pain point) your (brand) is (concept) that (point-of-difference)
• Example: For drivers who value automotive performance, BMW provides luxury vehicles
that deliver joy through German engineering
Backing Your Positioning by Segment: OpternativeTarget AudienceSegment
Specific Value for Audience Segment
How Service is Provided
Evidence
Patients
Doctors
Pharmacies
• Evidence – anything that supports your case:• Irrefutable facts• Statistics• Examples & case studies• Visual aids• Hypothetical evidence• Parallels or analogies• Testimonials & references
27
Go-to-Market Plans
Typical Go-to-Market Plan Goals
• Gain new customers/ revenue• Definition of a customer: account, member, services/ products
bought, frequency of usage, customer satisfaction/ feedback
• Market feedback and recognition:• By industry experts• By media• By potential partners
• Test assumptions:• Product vs. solution• Pricing• Acquisition channels• Cost per acquisition• LTV
28
Channel Fragmentation
29Source: Forrester and @MikeTrap
The Customer Journey
30
Middle of the Funnel
Bottom of the Funnel
Top of the Funnel
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
Buying Stages Sales & Marketing
Funnel
The Elements of the Go-to-Market Plan
31
Channels:• PR/ influencers• Advertising (online, offline,
syndication)• Social Media• Sponsorships/ trade shows• Channel partner programs/
distribution• SEO• List buys
Content Types:• Blog posts, infographics• Videos, demos• White papers, eBooks• Webinars• Demos• Special offers
Buying Stages GTM Elements
The Right Channel Mix: Is There Such a Thing?
• How to prioritize your channel mix• Is your audience there?• How is each segment using the channels?
• Top channels for building awareness:• Which ones? Why? How do you measure them?• How do you use Facebook, LinkedIn, Twitter,
Pinterest, YouTube to build awareness?
• How about interest, desire and trial?
32
33
Measurement
Measurement Structure: Overall and By Channel
34
Middle of the Funnel
Bottom of the Funnel
Top of the Funnel
Bounce RatesTotal Visits
Increase Traffic QUALITY
Time On SiteReturn Visits
Average Pages/ Visit
Capture/ Act on Leads
Downloads/ MQLsContact Sales
Request a Demo
Increase Traffic VOLUME
34
Technology Stack
Competitive AnalysisTraffic AnalysisPaid Search AnalysisUser Experience
Marketing AutomationCRM
35
Customer Metrics: LTV
36
LTV Exercise
37
Customer Metrics: Net Promoter Score
Source: @MikeTrap
Customer Metrics: Customer Referral Value
38
GTM Revisited: Quick Checklist
39
• Market vs. Demand Opportunity• Established category or disruptive product/ solution?• Positioning and segmentation• Addressable market
• Why customers would buy• What is the promise?• The emotional connection, hook or shtick
• Channel mix:• Detail the channels and how each one will be used• Detail specific marketing tactics by channel – use the 6 principles of
persuasion
• Measurement:• Cost per acquisition• LTV, CRV, NPS• Launch and optimization
40