the art and science of finding customers for your startup
TRANSCRIPT
FINDING CUSTOMERS FOR YOUR STARTUP
THE ART AND SCIENCEof
chris franks @cefranks
Marketing strategy has evolved more quickly in the past five years than it did in the past five hundred. For centuries, print advertising and mass media dominated until the internet changed everything, creating opportunities to craft unique customer journeys on an ever-larger palette of platforms…
The State of Marketing Leadership LinkedIn + Salesforce
https://www.exacttarget.com/sites/exacttarget/files/smc-marketingleadershipreport_web.pdf
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CMO VP of sale
GROWTH
CHRIS FRANKS@cefranks
#FOUNDER
#COMMUNITY
#GROWTH
1) New Rules 2)TOOLS 3) Tactics 4) voodoo
#1 You’re Wrong
FAIL FAST
GROwthThe New Rules of
#2 Think Small
https://www.youtube.com/watch?v=XO6SlTUBA38
MATRIX TEST 1 Audience 1 Audience 2 Audience 3
Ad 1 1.2% 0.09% 2.2%
Ad 2 2.1% 1.8% 1.4%
Ad 3 6.2% 2.1% 0.9%
#3 If you Can’t Measure It, It Didn’t Happen
NO!
#4 All Marketing is Content Marketing
#4a All Sales is Content Sales
of a buying decision is made before they talk to a human being* 80%
*Statistic is not sourced. It’s just something I heard some place and is likely bullshit.
http://eccolomedia.com/eccolo-media-2014-b2b-technology-content-survey-report.pdf
#5 The moment you figure it out…it changes
Growth is a process
not a destination
enjoy the journey
1) New Rules 2)TOOLS 3) Tactics 4) voodoo
TOOLS
PERSONA
WHO DO YOU THINK YOUR CUSTOMERS WILL BE?
YOU’RE PROBABLY WRONG
BILLBUSINESS LIFE? PERSONAL LIFE? WHERE HE HANGS OUT?
https://blog.bufferapp.com/marketing-personas-beginners-guide
http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-create-personas
GROWTH’s TRINITY
Micro Targeting
HIGH LEVEL OF INTENT!
PROGRAMTICMatch Interest
Analytics
2% 10% 7% 2%
Conversion Ratios
B+
SMALL TESTS
The Rules1) Define your question 2) Create a hypothesis 3) Design your test 4) CREATE Limits (Time) 5) Execute Test 6) Review Results 7) Repeat
A B
multivariant1 2
A A1 A2B B1 B2
1) New Rules 2)TOOLS 3) Tactics 4) voodoo
TACTICS
IDEA
The only thing you need to be an entrepreneur is a GREAT idea and the guts to go after that idea! Chris Franks
2005
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DUMB
Style comfort FIT
Style comfort FIT
1) New Rules 2)TOOLS 3) Tactics 4) voodoo
GROWTH VOODOO
Top of the Funnel
CLOSING SALES
LEAD GENERATION
Middle ofFunnel
QUALIFIED LEADS
Bottom of Funnel
WATER SLIDE
VISITS CONVERSION
INTERACTION (people click around)
PERSONA
WATER SLIDE
CONVERSION
INTERACTION (people click around)
VISITS
CONVERSION
Targeted ContentLanding Page
GUIDED INTERACTION
(people click around)
CONVERSION
Targeted Content
Landing Page
GUIDED INTERACTION
(people click around)
Website
WHY AM I
HERE?
The Whip and The Chair
The classic image of a lion tamer is one of the entertainer holding a whip and a chair. The whip gets all of the attention, but it’s mostly for show. In reality, it’s the chair that does the important work.
When a lion tamer holds a chair in front of the lion’s face, the lion tries to focus on all four legs of the chair at the same time. With its focus divided, the lion becomes confused and is unsure about what to do next. When faced with so many options, the lion chooses to freeze and wait instead of attacking the man holding the chair.
“”http://jamesclear.com/how-to-focus
The only thing you need to be an entrepreneur is a GREAT idea and the guts to go after that idea! Chris Franks
2005
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CONTENTINFORM
INSPRIE
ENTERTAIN
WHY SHOULD
Bill CARE? SEO
CONTENTINFORM
INSPRIE
ENTERTAIN
WHY SHOULD
Bill CARE?
VISITS CONVERSION
INTERACTION (people click around)
HUMANS (OR VERY SMART ROBOTS)
VISITS CONVERSION
INTERACTION (people click around)
HUMANS (OR VERY SMART ROBOTS)
CONVERSION
Top of the Funnel
CLOSING SALES
LEAD GENERATION
Middle ofFunnel
QUALIFIED LEADS
Bottom of Funnel