Building a Killer Marketing Program

The goal of this session:Give you the tools and processes to build a marketing program

(and some tips on avoiding five very common mistakes)

About me: Consultant CMO and adviser for startups

Started Mansfield + Associates in 1992

Helped clients build an aggregate market value of close to $5 billion

Played a founder's role in successful startups including Brand3 (sold to American Express), PropertyBridge (sold to MoneyGram). Wallaby Financial (sold to BankRate)

Supported marketing and fund-raising programs with VCs and angels for over 100 companies

About me: Ways I help fast growth companies

Mentor

Consultant

CMO in a Box

Co-founder

The old model

Support sales

Advertising

PR

Trade showsPromotions

Collateral

How do you respond?

People & processes: Preparing for war with the right generals and troops

People & processes: Cover the bases in all key areas of marketing

Branding: Positioning/messaging/ide

ntitySocial media PR

Website/blog/content/inbound

SEM/SEO/app store optimization

UI/UX,user testing, flows

Biz dev support (collateral, presentations, video etc. Events/conferences Investor relations

People & processes: Who should handle your marketing?

Entrepreneurial:Best startup marketers are pragmatic risk-

takers

Creative and relentless: Need to figure out practical ways of driving

growth

Disciplined: Follow a process of

prioritizing ideas

Collaborative:Align sales, customer support, product

development

Balanced: Ego takes a back seat to company goals

Mistake #1:Overload on strategic help

at the expense of tactical support.

People & processes: People organization

People & processes: Asset organization

Brand experienceGoal: Develop a credible, distinctive platform that encourages engagement

Brand experience: Starting points

Not just aboutcool-looking logos

Top downdefinition of purpose

Every touch point thatyou have with customers

Organizational cultureand behavior

Don’t rely solely onin-house branding Measure for success

Brand experience: Enter the Golden Circle

What?

Why?

We believe in challenging the status quo and doing things differently

Our products are beautifully designed and easy to use

Products like the iPhone

Mistake #2:Thinking that branding starts and ends

with a cool logo.

HubSpot: http://goo.gl/v1vbk3

Where to go next:

User acquisitionGoal: Test and implement tactics that foster sustainable growth

Gender? Age? Income? Geography? Interests? Cars? Housing? Pets? Idols? Fears? Aspirations? Religious? Clothes? Intelligence?

Conservative? Favorite colors? Role models? Entertainment?

User acquisition: Know thy user

User acquisition: Defining the funnel

Acquisition: How do users find you?

Activation: Do users have a great first experience?

Retention: Do users come back?

Revenue: How do you make money?

Referral: Do users tell others?

User acquisition: Feeding the funnel

SEO/SEM Online ads App store optimization

Email marketing Social media Content marketing

Affiliate PR Partner marketing

Mistake #3:Trying to be everywhere.

User acquisition: Key metrics

Important• Engaged users• Repeat vs first-time actions• Time between actions• Repeat action probability• Customer lifetime value (LTV)• Customer acquisition cost (CAC)

Not so Important• Registered users• Downloads• Page views

User acquisition: Automate the backend

https://goo.gl/BGS8UY

Where to go next:

https://goo.gl/klUNFe

http://goo.gl/Jb1bfQ https://goo.gl/jtk7vU

Partner developmentGoal: Identify partners that can help with the heavy lifting

Partner development: Who can help you carry the load?

Synergistic products? Similar user base?

Track record of partnership

deals?Good acquirer?

Mistake #4:The work is over when the deal is done.

Partner development: Optimizing partnerships

Understand your partner’s operation, structure & team

Leverage their existing internal & external communication channels

Give them ongoing reasonsto stay engaged Stay as close to the frontline as possible

Market leadershipGoal: Use traditional marketing to support user acquisition & partner development

Market leadership: Pick your programs

PR Association partnerships

Conference/events Content syndication

Analyst activities Webinars/roadshows

Mistake #5:Living in a bubble.

In conclusion: Cover the bases

Get organized

Branding User/customer acquisition

Partner development

Industry leadership

Where to go next

Peter Mansfield: peter@cmo.la

Schedule a one-on-one marketing session:Calendly.com/petermansfield