What’s in Your Startup’s Marketing and Sales Portfolio?

Toronto’s Startup Marketing Landscape

Lots of excited, enthusiastic entrepreneurs

Startups that have built product

Startups with traction and/or cash

Startups that want to do marketing

Startups that do marketing

What I Do

Marketing StrategiesAka: Where to tell your story

Core Messaging(Aka: what’s your story?

Content CreationAka: Developing stories

Clients(startups and fast-growing companies)

Low Hanging Startup Marketing Fruit

An Effective Website

Clear messaging– What do you do?Value propositions – What it’s in for me?Easy navigation – How do get more info?Strong calls to action – What do I do next?

One-Pagers (aka Sales Sheets)

• Provides a “slice” of what your company

does and its products

One-Pagers (aka Sales Sheets)

• Answers key questions: oHow will your product benefit me?oWho are your customers?oHow can I contact you?

• Multiple roles as advance marketing, leave behind or an education/nurturing tool

Easy to understand content, nice design

Nice, bright and colourful design to make info user-friendly

Apricot puts its benefits, features and pricing front in the spotlight.

Competitor Comparisons

• Effectively positions you against rivals• Highlight key differences and advantages:

o Featureso Benefitso Price pointo Great UI/UXo Better customer supporto Target verticalo Integrations

Battle Cards

• Internal cards to educate sales people on the best approaches.

o Key elements: o Product overviewo Key benefits and featureso Differentiationo Points of paino Case studieso Pricingo FAQ

Case Studies

• Tell stories; not the traditional boring rinse & repeat approach

• Tell different kinds of stories to connect with potential customers with different needs

• Embrace the power of design to engage

Newsletters

• Deliver value-added information, not sales and marketing pitches

• Build a regular (monthly?) relationship; stay top of mind

• Build and nurture an email database

Celebrate the

customer

The “Soft Sell”

Section

Value-added

content

Blogs- Thought leadership- Value-added insight

- Answer customer questions- Nurtures corporate culture

- SEO

Thanks!www.markevans.ca

@markevans

mark@markevans.ca

http://bit.ly/startupscanada