startup growth & effective marketing

Startup Marketing

4 DEADLY THINGS

@aprildunford April Dunford, CEO, SprintlyOutreachdigital.org@outreachdigit

I’VE LEARNED SOME STUFF

STARTUPS BIG COMPANIES ACQUISITIONSOutreachdigital.org

@outreachdigit

4 ROOT CAUSES

There are

Of startup marketing suffering

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THE ESSENCE OF STRATEGY IS CHOOSING WHAT NOT TO DO – PETER DRUCKER

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1: NOT UNDERSTANDING THE BUYER

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Revenue was bad and we blamed the economy

the buying power had shifted from IT to Sales and we missed it

STORY: FOCUSING ON THE WRONG BUYER

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STORY: CREATIVE GROWTH HACKING THROUGH DEEP CUSTOMER UNDERSTANDING

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OUT OF CLUTTER, FIND SIMPLICITY– Albert Einstein

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2: MARKETING ALL THE FEATURES

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Our solution had the same features as everyone else, except one.

The more we focused on the benefits of that one thing, the more we sold.

STORY: DIFFERENTIATORS ARE

EVERYTHING

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I HAVE TO LEARN TO THINK LIKE AN ANIMAL…I’VE GOT TO GET INSIDE THIS GUY’S PELT AND CRAWL AROUND FOR A FEW DAYS– Carl Spackler

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3: NOT UNDERSTANDING THE BUYING PROCESS

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UNDERSTANDING THE BUYING PROCESS

• COST OF STATUS QUO VS. CURRENT SOLUTIONSI’M GOOD

THANKS

• VALUE VS. RISK

OK BUT NOT NOW • SOLUTIONS

VS MY NEEDS

WHICH ONE?

• WHY NOW? BUDGET

BUY IT!• USABILITY

AND PROMISES

USE IT

• EXPERIENCE VS NEW PROMISES

REPEAT

MAPPING TACTICS TO THE BUYING PROCESS

• COST OF STATUS QUO VS. CURRENT SOLUTIONSI’M GOOD

THANKS

• VALUE VS. RISK

OK BUT NOT NOW • SOLUTIONS

VS MY NEEDS

WHICH ONE?

• WHY NOW? BUDGET

BUY IT!• USABILITY

AND PROMISES

USE IT

• EXPERIENCE VS NEW PROMISES

REPEAT

PROBLEMS SOLUTION ENGAGEMENT

MARKET THE PROBLEMS

MARKET THE SOLUTION

ENGAGE

MAN’S MIND, ONCE STRETCHED BY A NEW IDEA, NEVER REGAINS ITS ORIGINAL DIMENSIONS – OLIVER WENDELL HOLMES

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4: NOT BEING STRATEGIC ABOUT POSITIONING

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STORIES: a) When is a Database not a Database? b) What’s the difference between a robot and a self-driving car?

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GET INSIDE YOUR CUSTOMER’S HEAD

UNDERSTAND HOW THEY BUY

PICK A FRAME THAT PLAYS TO YOUR

STRENGTHS

APRIL DUNFORDRocketWatcher.com

@AprilDunfordOutreachdigital.org

@outreachdigit