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Lean Marketing
For Startups
#b2bmarketing #growthhacking #startupmarketing
!
!

At Upwest Labs - October 10th, 2013
By Frederik Hermann
Start with the homework

Photo credit: rokley @ Flickr
Have this taken care of:

- Identity, branding, positioning, story ✓
- Clean website, SEO optimized, clear call to action ✓
- Social channels and blog set up ✓
- Email marketing / newsletter (eg. MailChimp) ✓
- Social sharing built into product & website ✓
- Decent flywheel (notifications/triggers) ✓
#START
Product/Market Fit
Test and validate your assumptions,
build a product that people want.
Acquisition
Activation

Referral

Retention
Revenue
How do you move users from one state to the next,

optimizing the conversion from visitor to customer.
#AARRR #LMF
Make sure you have good analytics in place to measure events

and track conversions. Your goal is to optimize the funnel!

#ANALYTICS
Customer Acquisition

#GROWTH
Growth Hacking
Traditional marketing isn’t as effective anymore and growth
hacking is a cheaper and more effective way of getting your
products visibility and customers. Growth hacking is very data/
analytics driven approach but requires creativity and curiosity.
Growth hackers are a hybrid of marketer and coder as the
discipline of marketing is shifting from people-centric to APIcentric activities.
Repeat, refine, improve.
#GROWTHHACKING
A/B and Multivariate Testing
Highrise (37signals) tested
many different landing pages
against one another, gradually
improving conversions. Make
sure you run your changes/
tests against a control group
(A/B test) to measure the
difference.

Control

Test
Inbound / Content Marketing
-

“The creation and sharing of
media and publishing content in
order to acquire customers.”

Blog posts (1-3 times a week - useful to your customers)
Social media (share content to Facebook, Twitter, Google+, LinkedIn,
Slideshare, Medium, Reddit, Quora, StumbleUpon, Tumblr etc., share
relevant industry/client news, participate in conversations)
Newsletters (twice a month, not too long, ONE call-to-action)
Guest posts (write them first then offer to a tech blog)
Ebooks (with designated landing page for lead generation)
Videos (a short video can give a great overview, eg. Veed.me)
Furthermore: Infographics, how-to guides, case studies, whitepapers ...
#OWNED
Paid Channels
Online Advertising: Simply test different channels with a small budget,
measure the conversion rate and reinvest into the ones that perform
well. You can use AdStage to manage campaigns for Google AdWords,
Bing, Facebook and LinkedIn all within one dashboard.
!

Retargeting/Remarketing: Serving ads to people more frequently after
they have left your website. Retargeting helps you bring back the 98%

of visitors you haven’t converted yet (eg. AdRoll).
#PAID #ADSTAGE #ADROLL
Public Relations
-

Identify journalists, bloggers, influencers in media outlets that your
potential customers read/are exposed to (check getlittlebird.com)

-

Build your own list (a Google spreadsheet works fine)

-

Start the conversation in advance (they need to schedule stories)

-

Maintain the relationship (be a great contact)

-

Commentary, sign up on HARO and provide industry comment

-

Potential story: funding, traction, large trend, launch, disruption
#PR
Other Initiatives
-

Refer-a-friend / Member get member

(best if you provide an incentive for both parties)
Partnerships with other companies/startups
Social proof / third party validation (logos, testimonials, stats)
Post content on Reddit, measure results
Try to get a higher listing on Hacker News (news.ycombinator.com)
Check Google Trends for ideas (http://www.google.com/trends/)
Keep optimizing your onboarding (take tour, try now, ...)
Simple homepage with clear call to action + good mobile experience
#GROWTHHACKING
Source: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012

#AARRR #LMF
Qualifiers

Closers

Farmers

Outbound sales
representatives

Inbound Marketing


(blog, social media, SEO, press,
newsletters, Slideshare, videos)

New Customers

Qualified
Opportunities

Online Advertising


(LinkedIn, Facebook, Twitter,
Adwords, Bing, Reddit, Sites)

Account
Executives

Customer
Success /
Account
Management

Product driven


(social sharing, powered by,
refer-a-friend, incentives)
Dividing your sales team and efforts into clear roles.

#SALES
Swipp offers solutions for marketers to
increase engagement, gain insight and
generate leads.

www.swipp.com
Questions? Connect.
!
!

Frederik Hermann
frederik.hermann@gmail.com
twitter.com/netzkobold
www.frederikhermann.com
linkedin.com/in/frederikhermann/

Swipp Inc.
2513 Charleston Rd, # 102
Mountain View, CA 94043
twitter.com/getswipp
www.swipp.com
Some of the resources used for this presentation:
-

“Startup Metrics for Pirates” by Dave McClure

http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012

-

“Growth Hacking” by Mattan Griffel

http://www.slideshare.net/mattangriffel/growth-hacking

-

“The Lean Startup” by Eric Ries

http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898/

-

“Why Sales People shouldn’t Prospect” an interview with Aaron Ross

http://www.forentrepreneurs.com/predictable-revenue/

-

“Behind the scenes: A/B testing part 3: Finalé” by 37signals

http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final

-

“How To Become A Customer Acquisition Expert” by Brian Balfour

http://brianbalfour.com/post/63581380690/customer-acquisition 


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Lean Marketing for Startups

  • 1. Lean Marketing For Startups #b2bmarketing #growthhacking #startupmarketing ! ! At Upwest Labs - October 10th, 2013 By Frederik Hermann
  • 2. Start with the homework Photo credit: rokley @ Flickr
  • 3. Have this taken care of: - Identity, branding, positioning, story ✓ - Clean website, SEO optimized, clear call to action ✓ - Social channels and blog set up ✓ - Email marketing / newsletter (eg. MailChimp) ✓ - Social sharing built into product & website ✓ - Decent flywheel (notifications/triggers) ✓ #START
  • 4. Product/Market Fit Test and validate your assumptions, build a product that people want.
  • 5. Acquisition Activation Referral Retention Revenue How do you move users from one state to the next,
 optimizing the conversion from visitor to customer. #AARRR #LMF
  • 6. Make sure you have good analytics in place to measure events
 and track conversions. Your goal is to optimize the funnel! #ANALYTICS
  • 8. Growth Hacking Traditional marketing isn’t as effective anymore and growth hacking is a cheaper and more effective way of getting your products visibility and customers. Growth hacking is very data/ analytics driven approach but requires creativity and curiosity. Growth hackers are a hybrid of marketer and coder as the discipline of marketing is shifting from people-centric to APIcentric activities. Repeat, refine, improve. #GROWTHHACKING
  • 9. A/B and Multivariate Testing Highrise (37signals) tested many different landing pages against one another, gradually improving conversions. Make sure you run your changes/ tests against a control group (A/B test) to measure the difference. Control Test
  • 10. Inbound / Content Marketing - “The creation and sharing of media and publishing content in order to acquire customers.” Blog posts (1-3 times a week - useful to your customers) Social media (share content to Facebook, Twitter, Google+, LinkedIn, Slideshare, Medium, Reddit, Quora, StumbleUpon, Tumblr etc., share relevant industry/client news, participate in conversations) Newsletters (twice a month, not too long, ONE call-to-action) Guest posts (write them first then offer to a tech blog) Ebooks (with designated landing page for lead generation) Videos (a short video can give a great overview, eg. Veed.me) Furthermore: Infographics, how-to guides, case studies, whitepapers ... #OWNED
  • 11. Paid Channels Online Advertising: Simply test different channels with a small budget, measure the conversion rate and reinvest into the ones that perform well. You can use AdStage to manage campaigns for Google AdWords, Bing, Facebook and LinkedIn all within one dashboard. ! Retargeting/Remarketing: Serving ads to people more frequently after they have left your website. Retargeting helps you bring back the 98%
 of visitors you haven’t converted yet (eg. AdRoll). #PAID #ADSTAGE #ADROLL
  • 12. Public Relations - Identify journalists, bloggers, influencers in media outlets that your potential customers read/are exposed to (check getlittlebird.com) - Build your own list (a Google spreadsheet works fine) - Start the conversation in advance (they need to schedule stories) - Maintain the relationship (be a great contact) - Commentary, sign up on HARO and provide industry comment - Potential story: funding, traction, large trend, launch, disruption #PR
  • 13. Other Initiatives - Refer-a-friend / Member get member
 (best if you provide an incentive for both parties) Partnerships with other companies/startups Social proof / third party validation (logos, testimonials, stats) Post content on Reddit, measure results Try to get a higher listing on Hacker News (news.ycombinator.com) Check Google Trends for ideas (http://www.google.com/trends/) Keep optimizing your onboarding (take tour, try now, ...) Simple homepage with clear call to action + good mobile experience #GROWTHHACKING
  • 15. Qualifiers Closers Farmers Outbound sales representatives Inbound Marketing 
 (blog, social media, SEO, press, newsletters, Slideshare, videos) New Customers Qualified Opportunities Online Advertising 
 (LinkedIn, Facebook, Twitter, Adwords, Bing, Reddit, Sites) Account Executives Customer Success / Account Management Product driven 
 (social sharing, powered by, refer-a-friend, incentives) Dividing your sales team and efforts into clear roles. #SALES
  • 16. Swipp offers solutions for marketers to increase engagement, gain insight and generate leads. www.swipp.com
  • 18. Some of the resources used for this presentation: - “Startup Metrics for Pirates” by Dave McClure
 http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-sept-2012 - “Growth Hacking” by Mattan Griffel
 http://www.slideshare.net/mattangriffel/growth-hacking - “The Lean Startup” by Eric Ries
 http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898/ - “Why Sales People shouldn’t Prospect” an interview with Aaron Ross
 http://www.forentrepreneurs.com/predictable-revenue/ - “Behind the scenes: A/B testing part 3: Finalé” by 37signals
 http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final - “How To Become A Customer Acquisition Expert” by Brian Balfour
 http://brianbalfour.com/post/63581380690/customer-acquisition