startup growth & effective marketing
TRANSCRIPT
Startup Marketing
4 DEADLY THINGS
@aprildunford April Dunford, CEO, SprintlyOutreachdigital.org@outreachdigit
I’VE LEARNED SOME STUFF
STARTUPS BIG COMPANIES ACQUISITIONSOutreachdigital.org
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4 ROOT CAUSES
There are
Of startup marketing suffering
Outreachdigital.org@outreachdigit
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