How Startups Are Changing Marketing As We Know It
-
Upload
amrita-chandra -
Category
Marketing
-
view
28.759 -
download
0
description
Transcript of How Startups Are Changing Marketing As We Know It
![Page 1: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/1.jpg)
Amrita Chandra @amritachandra
www.shapeandsound.com
How startups are changing marketing
as we know it
![Page 2: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/2.jpg)
Image credit: FlickrCC/dnguy3n
When I graduated from university in the early 90s, the best jobs for marketers were in big companies. I was one of the lucky ones, managing to get hired by one. Life was good.
![Page 3: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/3.jpg)
In order to rise through the ranks I did what every ambitious big-company person did at the time – I went back to school to get my MBA. I was drawn to a place known for fostering entrepreneurs.
![Page 4: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/4.jpg)
Image credit: FlickrCC/Dave Catchpole
Even though I was tempted to start my own company, I chose the safe route, continuing to work for big companies.
![Page 5: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/5.jpg)
Image credit: FlickrCC/ll_bly_ca
At the time, working in a startup or small company seemed like the cheap imitation of the real thing. Doing great marketing required great budgets, which startups didn’t have.
![Page 6: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/6.jpg)
In the late 90s, things started
to change.
![Page 7: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/7.jpg)
Source: Wikipedia
My first tech startup job
![Page 8: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/8.jpg)
But even back then, you needed
money to make noise.
Image credit: FlickrCC/Filiola
![Page 9: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/9.jpg)
Ads Buying lists Direct mail Custom creative PR agency Trade shows Image credit: FlickrCC/Filiola
![Page 10: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/10.jpg)
Source: Wikipedia
Sucked to be a startup marketer
Eventually, the dot-com boom turned into the dot-com bust. It was a terrible time to be a startup marketer. It was tough to find work and budgets were tight.
![Page 11: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/11.jpg)
Image credit: FlickrCC/t Theatre
A noticeable shift started happening around 2007. That set the stage for how marketing is being done today. A few market changes lay the foundation for startups to excel at marketing.
![Page 12: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/12.jpg)
Shift #1:
The social web created affordable
channels of communication
![Page 13: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/13.jpg)
![Page 14: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/14.jpg)
Shift 2:
SaaS + cloud = affordable marketing
technology
![Page 15: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/15.jpg)
![Page 16: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/16.jpg)
Shift 3:
Our expectations around work
changed
![Page 17: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/17.jpg)
Prestige
Impact
Corner office
Remote work
Security
Possibility
Stability
Flexibility
Resources
Resourcefulness
![Page 18: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/18.jpg)
5 areas where startups are transforming marketing
as we know it
![Page 19: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/19.jpg)
#1:�Customer insights
![Page 20: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/20.jpg)
Pressly is a startup that makes a platform that allows marketers to turn various streams of content into an interactive experience ideal for mobile devices.
![Page 21: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/21.jpg)
When you sign up for an account, you get this message from Pressly’s CEO. Try replying. It’s really him on the other end. He wants you to have the best experience possible using Pressly.
![Page 22: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/22.jpg)
The CEO of TripLingo blogged about the importance of CEOs doing front-line customer support. He said he mans their live chat account so I thought I’d see if he was telling the truth… J
![Page 23: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/23.jpg)
![Page 24: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/24.jpg)
As Asigra’s head of marketing I made a point to talk to customers every single day. In fact, everyone on my team did. We got customer insights beyond anything traditional market research provided.
![Page 25: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/25.jpg)
# 2: Marketing operations
![Page 26: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/26.jpg)
Planning in short sprints
Image credit: FlickrCC/l Robertson
![Page 27: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/27.jpg)
Daily standup meetings
Image credit: FlickrCC/il Crosby
![Page 28: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/28.jpg)
(iDoneThis built their company around this)
![Page 29: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/29.jpg)
Image credit: FlickrCC/_mdanys
Teaming up marketers with
their design and developer
counterparts.
![Page 30: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/30.jpg)
Startup Zapier has a distributed team, with marketing sitting in a different state than the folks he works with every day.
![Page 31: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/31.jpg)
Startup marketers can now access tools that allow them to collaborate in ways they couldn’t in the past.
![Page 32: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/32.jpg)
# 3: Hiring
![Page 33: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/33.jpg)
Getting a marketing job used to require:
1. Degree* 2. Upward progression through
traditional marketing tracks 3. Demonstration of “stability” *bonus if from a good school
![Page 34: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/34.jpg)
Startup marketing job description
![Page 35: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/35.jpg)
In other words: 1. Know how to get shit done 2. Have a great attitude
![Page 36: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/36.jpg)
GROWTH HACKER FRONT END DEVELOPER
CUSTOMER EVANGELIST
CONTENT CREATOR
New roles inside startup marketing teams
![Page 37: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/37.jpg)
#4:
Measurement
![Page 38: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/38.jpg)
In the old days we were measured by how many leads
we generated, how many press mentions we got, and how much budget we secured.
Image credit: FlickrCC/M Taylor
![Page 39: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/39.jpg)
Today, this is a typical dashboard
for a startup marketer.
![Page 40: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/40.jpg)
Startup marketers are fluent in data analysis in ways marketers weren’t in the past. Here’s a blog post from startup Uberflip
![Page 41: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/41.jpg)
Tools like Woopra, MixPanel and Kissmetrics give startup marketers real-time visibility into marketing results. In the past this was unaffordable or unavailable.
![Page 42: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/42.jpg)
That’s not to say that we no longer need storytellers, content creators,
creativity…
Image credit: FlickrCC/fireflythegreat
![Page 43: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/43.jpg)
But even those folks use data to help
them make decisions…
Image credit: FlickrCC/fireflythegreat
![Page 44: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/44.jpg)
The availability and affordability of SaaS marketing technology leads to frequent
experimentation
Image source: www.unbounce.com
![Page 45: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/45.jpg)
#5: Re-imagining
Marketing
![Page 46: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/46.jpg)
Customer Service
Social Media Interaction
User Experience
Employee Experience
Vendor Experience
Marketing is now the sum of all experiences someone has
with your company
Image credit: FlickrCC/GabPRR
![Page 47: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/47.jpg)
Buyers are communicating with other buyers in ways marketers can’t control.
![Page 48: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/48.jpg)
“In the absence of communication among your customers, advertising rules. But when customers talk to each other, it’s the way customer experience works for each one that counts.” @Martha_Rogers Founder, Peppers & Rogers Group Author, Extreme Trust
![Page 49: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/49.jpg)
This is marketing
![Page 50: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/50.jpg)
This is marketing
![Page 51: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/51.jpg)
This is marketing
Asigra took something as “boring” as backup and fostered a community of customers who felt like Backup Heroes. They asked for capes, we delivered!
![Page 52: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/52.jpg)
This is marketing
![Page 53: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/53.jpg)
Maptia moved their team to Morocco …This is marketing
Image credit: FlickrCC/heatheronhertravels
![Page 54: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/54.jpg)
This is marketing
37signals promote remote working and give their audience a glimpse inside their employees’ work spaces.
![Page 55: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/55.jpg)
Sugru tapped into the passion of DIYers and created a cult following around their product.
![Page 56: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/56.jpg)
![Page 57: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/57.jpg)
![Page 58: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/58.jpg)
![Page 59: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/59.jpg)
![Page 60: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/60.jpg)
![Page 61: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/61.jpg)
Trying to out-spend your way to your customer is an arms race
that’s hard to win.
Instead, startups are perfectly positioned to:
Out-know Out-teach
Out-inspire Out-hack Out-solve Out-love
their way into the hearts and minds of people.
Just ask Johnny Cupcakes…
![Page 62: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/62.jpg)
@amritachandra www.shapeandsound.com
Thank you, HPX!
![Page 63: How Startups Are Changing Marketing As We Know It](https://reader031.fdocuments.us/reader031/viewer/2022020206/5409d1658d7f72e54b8b45a3/html5/thumbnails/63.jpg)
p.s. If you liked this presentation, I would love it if you’d share it.