Jeff Perkins, CMO of Parkmobile, gave a presentation about making a big impact with limited marketing resources for startups. He outlined 7 strategies: 1) Build the right team, 2) Focus on the most important things, 3) Maximize limited resources, 4) Track, analyze and optimize, 5) Think big, 6) Help finance understand marketing's value, and 7) Create raving fans. He emphasized the importance of people over technology, prioritizing what matters most, and measuring results to continually improve performance on a constrained budget.
Fueling A_B experiments with behavioral insights (1).pdf
7 WAYS TO MAKE A BIG IMPACT ON A SMALL BUDGET
1. COUNTING EVERY PENNY
AND MAKING EVERY PENNY
COUNT.
OVERCOMING FINANCIAL RESISTANCE IN THE STARTUP
WORLD
JEFF PERKINS, CMO
PARKMOBILE
NOVEMBER 2017
@jeffperkins8 #CMOCLIC
13. YOU DON’T NEED A
TECH STACK.
YOU NEED A
PEOPLE STACK.
@jeffperkins8 #CMOCLIC
14. “I noticed that the dynamic range
between what an average
person could accomplish and
what the best person could
accomplish was 50 or 100 to 1...
A small team of A+ players can
run circles around a giant team
of B and C players.”
–Jay Elliott, Leading Apple with Steve Jobs
@jeffperkins8 #CMOCLIC
15. THE PEOPLE STACK INCLUDES
YOUR AGENCY NETWORK
@jeffperkins8 #CMOCLIC
17. WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING
YOU CAN’T DO.
@jeffperkins8 #CMOCLIC
18. 2. FOCUS ON THE
IMPORTANT THINGS
@jeffperkins8 #CMOCLIC
19.
20. DO WE REALLY NEED A NEW
BRAND???
@jeffperkins8 #CMOCLIC
21. YOU CAN DO ANYTHING,
BUT YOU CAN’T DO
EVERYTHING.
@jeffperkins8 #CMOCLIC
22. WE ARE LOSING DEALS BECAUSE OF
_____________.
FOCUS 100% ON FIXING THE “BLANK”
WE ARE NOT GROWING REVENUE
FASTER BECAUSE OF ___________.
@jeffperkins8 #CMOCLIC
33. @jeffperkins8 #IZENDACONF17
“I have gone from being skeptically interested in
QASymphony to seeing qTest as my personal
preferred solution for test management… The
company has a solid and growing user base, they
are well-funded… and they have some of the best
and brightest people. Like a mini-Google in the
Atlanta area.”
-VP for a Fortune 25 company
@jeffperkins8 #CMOCLIC
ATTENDEE FEEDBACK
36. HELPING THE CFO UNDERSTAND THE VALUE OF
MARKETING
36
Marketing Channel Investment ARR - First Touch ARR - Full Path ROI - Full Path
SEO 1424.95%
Trade Shows 84.60%
PPC 69.23%
Social -86.74%
Targeted Sites 7.86%
TOTAL 159.93%
Marketing
Programs Budget
162.20%
Fully Loaded
Marketing Budget
71.59%
CONFIDENTIAL
38. “GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS
HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE,
AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE
SPRINGSTEEN
@jeffperkins8 #CMOCLIC
41. @jeffperkins8 #IZENDACONF17
“I feel like QASymphony really listens to their
customers. My team has made several
feature enhancement requests and we’ve
actually seen them come through.”
–Alex Bantz, Salesforce
@jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC
“Support has been stellar. Quick response
times. Features that we’ve asked for have
been made available, even before we were
ready for them. The partnership has just
been wonderful.”
–Dennis Young, American Equity
42. 1. BUILD THE RIGHT TEAM
2. FOCUS ON THE MOST IMPORTANT THINGS FIRST
3. MAXIMIZE LIMITED RESOURCES
4. TRACK, ANALYZE AND OPTIMIZE
5. THINK BIG
6. HELP FINANCE UNDERSTAND THE VALUE OF MARKETING
7. CREATE RAVING FANS
7 WAYS TO MAKE A BIG IMPACT ON A SMALL BUDGET
@jeffperkins8 #CMOCLIC