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Random Acts of Marketing are
Killing Your Startup
April Dunford, co-founder, RocketScope
Marketing is Big
Branding
ContentLead Generation
Social Media
Sales SupportPR & Media Relations
Partner MarketingEvents
Messaging
Marketing Questions Google Can Answer
How do I increase
blog traffic?
How do I run a
better event?
How do I convert
more trials to
paid customers?
How do we improve
sales effectivness?
How do I create
better content?
How to I build a better
landing page?
How do I get more
followers on Twitter?
How do I get more
customer reference?
How do I get more
email signups?
How do I
improve SEO?
How do I write
better ad copy?
How do I build a better
product demo?
Marketing Questions Google Can’t Answer
What Tactics are Right for My Business?
How Do I Tailor Tactics for My Business?
How Do I know I’m Doing The Best
Marketing I Can For My Startup?
Problem: The Cycle of Marketing Meh
Marketing
Fashion
Assessment*
Select
tactics
ExecuteMeasure
Improve
* Where you look at what everyone else is doing
You Need a Marketing Model
3 Inputs Related to Customers
Who They Are How They View
Solutions
How They Buy
Company Characteristics (B2B):
Geography, size, industry
Customer they serve, how they sell, their ecosystem, budgets,
risk tolerance, etc.
Decision Maker Characteristics:
demographics, education, skills, interests, motivations, goals
Pain:
What drives them crazy
Where they hang out:
Social networks, communities, associations/groups, events
Where they find out about stuff:
Search engines, word of mouth, peers, media outlets, blogs,
experts, influencers/famous people
Who They Are
What do we do?
What market are we in?
Competitive Alternatives:
Examples: Do nothing, manual effort, Word/Excel,
competitive product
Key Differentiated Points of Value
When compared to the alternatives above the specific
value you bring that the others don’t.
Proof
Customer references, 3rd party reviews, statistics,
metrics, expert endorsements
How They View Solutions
How They Buy
No Need Need Eval. Buy Enjoy Re-new
Knowing the
cost of not
solving the
problem
Knowing the
Value of
solving the
problem
Knowing the
value of
your
solution
Why
purchase
now?
Using and
enjoy the
offering
Knowing I
can’t do
without the
offering
Current
solution
good
enough
Value not
compelling
Risks too
high
Not knowing
how to
evaluate
Great but
not for me
I might
change my
mind
Too much $
Bad service,
Bad user
experience
Not using
Decided
there was
no need
Move to
other
solution
Accelerators	

Friction points
Metrics
Analysis
The Cycle of Marketing Awesome
Tactical
Execution
Outputs
Analysis
Inputs
Customer	

Offering	

Buying Process	

Metrics	

Conclusions	

Project plans

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Random Acts of Marketing are Killing your Startup

  • 1. Random Acts of Marketing are Killing Your Startup April Dunford, co-founder, RocketScope
  • 2. Marketing is Big Branding ContentLead Generation Social Media Sales SupportPR & Media Relations Partner MarketingEvents Messaging
  • 3. Marketing Questions Google Can Answer How do I increase blog traffic? How do I run a better event? How do I convert more trials to paid customers? How do we improve sales effectivness? How do I create better content? How to I build a better landing page? How do I get more followers on Twitter? How do I get more customer reference? How do I get more email signups? How do I improve SEO? How do I write better ad copy? How do I build a better product demo?
  • 4. Marketing Questions Google Can’t Answer
  • 5. What Tactics are Right for My Business?
  • 6. How Do I Tailor Tactics for My Business?
  • 7. How Do I know I’m Doing The Best Marketing I Can For My Startup?
  • 8. Problem: The Cycle of Marketing Meh Marketing Fashion Assessment* Select tactics ExecuteMeasure Improve * Where you look at what everyone else is doing
  • 9. You Need a Marketing Model
  • 10. 3 Inputs Related to Customers Who They Are How They View Solutions How They Buy
  • 11. Company Characteristics (B2B): Geography, size, industry Customer they serve, how they sell, their ecosystem, budgets, risk tolerance, etc. Decision Maker Characteristics: demographics, education, skills, interests, motivations, goals Pain: What drives them crazy Where they hang out: Social networks, communities, associations/groups, events Where they find out about stuff: Search engines, word of mouth, peers, media outlets, blogs, experts, influencers/famous people Who They Are
  • 12. What do we do? What market are we in? Competitive Alternatives: Examples: Do nothing, manual effort, Word/Excel, competitive product Key Differentiated Points of Value When compared to the alternatives above the specific value you bring that the others don’t. Proof Customer references, 3rd party reviews, statistics, metrics, expert endorsements How They View Solutions
  • 13. How They Buy No Need Need Eval. Buy Enjoy Re-new Knowing the cost of not solving the problem Knowing the Value of solving the problem Knowing the value of your solution Why purchase now? Using and enjoy the offering Knowing I can’t do without the offering Current solution good enough Value not compelling Risks too high Not knowing how to evaluate Great but not for me I might change my mind Too much $ Bad service, Bad user experience Not using Decided there was no need Move to other solution Accelerators Friction points
  • 16. The Cycle of Marketing Awesome Tactical Execution Outputs Analysis Inputs Customer Offering Buying Process Metrics Conclusions Project plans