1. BUSINESS
OUTREACH
TIPS AND TOOLS FOR STARTUPS
NEETU RAO
neetu.rao@asu.edu

2. SALES & MARKETING
• You have great product, so what? You still need
people to buy it!
• Selling can be overlooked, important to succeed
• Know who your potential customers are
• Market to them, know their behavior: What do
they like? From where do they get info? Who
influences them? Etc.
• Great resource: http://www.inc.com/sales-and-
marketing

3. WHAT DOES SALES
ENTAIL?
Some areas:
• Market Research
• Lead Generation
• Messaging/Pitching
• Online Marketing
• Advertising
• Deal-making
• Social Media
Get Customers to
Know Who You Are
Get Them Interested
and Know What
Value You Can
Bring to Them
Get Them to Open
Their Wallets

4. MARKETING GOALS
Source: 2013 B2C & B2B Content Marketing Benchmarks-North America: CMI/MarketingProfs
B2B B2C

5. WEBSITE & BUSINESS
CARDS
Before you are even ready to sell:
• Get a domain – www.godaddy.com
• Create a landing page
• Order Business Cards

6. LANDING PAGE
What you should have:
• Company Name – Logo if you have it
• What you do & Who you are (About Us)
• A contact form and/or contact information
• Call to Action: Examples are Sign-up for a
Newsletter, Like you on Facebook, Follow on
Twitter

7. SOCIAL MEDIA PLAN
Knowing your audience/customers is key, it
determines an effective strategy and best use of
limited time and resources
• Facebook
• LinkedIn
• Twitter
• Blogs
• Newsletters
• Youtube & Vimeo
• Pinterest

8. PLANNING &
EXECUTING
• Commit to a plan (content generation)
• Examples: Write a blog twice a week; tweet 3-5 times
a day, send a newsletter twice a month; post a
facebook message 3-5 times a day
• Build an audience
• Tap into your network initially (family, friends,
colleagues)
• Create compelling and persuasive
campaigns/messages
• To inform (example: infographics)
• To entertain (visually or by content)
• To sell (example: offer deals)

9. ONLINEINTENT
INDEX
Source: Ruder Finn “RF Intent Index” - http://www.intentindex.com/

12. MARKETING OPTIONS
Content
Marketing
Option
% of
Use
Business
Benefit
Actionable Content
Marketing Tip
Social media
excluding blogs
87%
Expands content marketing
distribution
Add social sharing icons to
encourage action with each
piece of content
e-newsletters 78%
Provides product information;
Offers customer engagement
Include links to articles on
your site & third party sites
Blogs 77%
Provides product information;
Supports search optimization
Publish at least 2-3 posts per
week to get most of customer
acquisition impact.
Videos 70%
Show prospects & customers
how to use your product in
context;
Supports search optimization
Post on YouTube with
searchable text.
26 B2B Content Marketing Options
©2012 Heidi Cohen – Riverside Marketing Strategies – http://HeidiCohen

13. BUILDS
CREDIBILITY

14. EDUCATES
AUDIENCE

15. EMAIL MARKETING
Why use it?
• Cheap, Easy
• 85% of Internet Users Access Email
• More than 3.2 Billion Email accounts
• On Average, 112 Emails Sent/Received
Per Day by Corporate User
• 90 Trillion Emails Sent Annually
Source: Dekh.com

16. Source: Dekh.com
http://www.dekh.com/blog/post/email-marketing-facts-2013-and-beyond

17. Source: Dekh.com
http://www.dekh.com/blog/post/email-marketing-facts-2013-and-beyond

18. MAILCHIMP
Subscribers Emails per Month Monthly Cost
0-2,000 12,000 Free
0-500 Unlimited $10
501-1000 Unlimited $15
• Email marketing tool
• More than 3 million people use
MailChimp to create, send, and
track email newsletters.
• Growth rate of 6,000 new
customers a day

19. WWW.MAILCHIMP.COM

20. SIGNUP
FORFREE

21. CUSTOMER RELATIONSHIP
MANAGEMENT TOOLS
• At the simplest, a CRM is a contact manager,
allowing you track you relationships
• CRMs can be a powerful tools, have many
features including: understanding trends, have
reminders/tasks set-up, tied to email marketing
and social media
• Can help maximize and optimize sales strategy
and efffectiveness
• Usually subscription-based model

22. SOME CRM TOOLS
• Salesforce (Min $5/user/month up to 5 users)
• Infusionsoft (Min $219/month + $1,999 one time fee)
• Microsoft Dynamics (Min $44/user/month)
• Sugar CRM (Min $35/user/month)
• Free CRM (free – up to 3 users)
• Zoho (free – up to 3 users)

23. MICROSOFT DYNAMICS CRM

24. SALESFORCE