Motarme - Web Marketing for Tech Startups - NISP Workshop June 2014

DIGITAL MARKETING FOR

STARTUPS

Motarme Introduction

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Michael White, Motarme

• Motarme

• Singularity

• Siemens

• Deloitte

• Marrakech

• Elavon

• Misys

B2B Technology Marketing

•Lead Generation Consultancy

•Marketing Automation

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“ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.”

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.”

Caolan BushellBusiness Development ManagerMergon Group

Caolan BushellBusiness Development ManagerMergon Group

Barry RooneyChief Operations OfficerSiemens ITSS

Barry RooneyChief Operations OfficerSiemens ITSS

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

Joe LynchGeneral ManagerIMEC Technologies

Joe LynchGeneral ManagerIMEC Technologies

“Generating leads online is now a central part of our sales strategy.”

“Generating leads online is now a central part of our sales strategy.”

About Us

Digital Marketing for Startups

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A Repeatable Customer Acquisition Process

Our Goal

Predictable1

2 Scalable

3 Automatable

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Digital Marketing for Startups

Where do you start?

A simple Framework

Why Focus on Online Marketing?

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First – What is Online Marketing?

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3

4

5

1

47%

Source: DemandBase and Focus.com, 2011

Lead Generation is Moving Online

4 of the top 5 lead sources are online

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This is the way businesses buy today

A survey of B2B buyers in Europe found that

websites, web searches and email

made up 3 of the top 4 information sources when carrying out a

purchase

Source: 2011 BuyerSphere

survey

A survey of B2B buyers in Europe found that

websites, web searches and email

made up 3 of the top 4 information sources when carrying out a

purchase

Source: 2011 BuyerSphere

survey

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• Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage.

• We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, ‘content-based’ marketing and automated marketing.

• Survey of 4,000 B2B technology buyers in the US

• 80% said they found the vendor, not the other way round.

Source: MarketingSherpa

• Survey of 4,000 B2B technology buyers in the US

• 80% said they found the vendor, not the other way round.

Source: MarketingSherpa

This is the way businesses buy today

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More of The Buying Process Happens Online

Savo Group Research Study 2012 via PepperGlobal.com

• 41% of Business Buyers said they engaged with sales only after their initial research was conducted

• 25% said they initiated contact after they had already established a preferred list of vendors

Source: DemandGen White Paper “The New BtoB Path to Purchase”, 2012

of the buying process is completed before talking to a vendor.

of the buying process is completed before talking to a vendor.

58% – 70%

Using Digital Marketing To Drive Sales

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Increase Lead Generation, Increase Sales

Generate more leads at the top of the sales funnel using

Digital Marketing

Generate more leads at the top of the sales funnel using

Digital Marketing

Use simple processes to categorise and nurture these leads so more of them convert to sales

Use simple processes to categorise and nurture these leads so more of them convert to sales

€ $ £

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2

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ABC, 1234

Bring people to

your website

Bring people to

your website

TrafficTraffic

Persuade them to pay for your

service


service

SubscriptionSubscription

Convince them to renew each year –

retain your customers



RetentionRetentionConversionConversion

Persuade them to sign-up, register or

download


download

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A: Your Value Proposition

What value do you deliver? How quickly can I see the value? Why is your product better than competitors? Why is it better than what I do at the moment?

Value Proposition: Why should I buy something from you?

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B: Your Target Buyers

What do they want? What do they like and dislike? Where are they (countries, languages) What industry sectors? What types of organisation? Size, location ... What are their typical roles or titles? Where do they hang out online?

Who are your buyers?

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C: Your Acquisition Process

Bring people to

your website

Bring people to

your website

TrafficTraffic


service


service








download


download

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4 Key Steps for Customer Acquisition

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Traffic Conversion Subscription Retention

Bring people to

your website

Bring people to

your website

TrafficTraffic


service


service








download


download

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21

Bring people to

your website

Bring people to

your website

Persuade them to sign-up, register,download



service


service





TrafficTraffic ConversionConversion PurchasePurchase RetentionRetention

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Step 1: Drive Traffic to Your Website

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Bring people to

your website

Bring people to

your website

TrafficTraffic Content

Pay-per-click

Search Engine Optimization

Social Media

Email Marketing

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Step 1: Drive Traffic to Your Website

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Bring people to

your website

Bring people to

your website

TrafficTraffic

1. Content Production 1. What are your customers interested in?2. Text based documents – white papers, case studies3. Image based – infographics, presentations, photographs4. Video5. Blogs – mixture of text, image, video

2. PPC3. Search Engine Optimization

1. Keyword analysis & selection of best keywords to target2. On page SEO – update website structure and settings3. Off-page – Link Building

4. Social Media Marketing1. Identify influencers2. Actions for LI, G+, FB, Twitter, Slideshare, YouTube

5. Email6. Paid Online Advertising (non PPC)

1. Display2. Syndication

Steps for Increasing Web Traffic

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Conversion

ConversionConversion


download


download

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Step 2: Convert Those Visitors

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Content

Free Trial or Demo

Typically you can get people to register for 2 reasons – to trial your product or to access content

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Reflect your target customers

Social proof and Trust Anchors

For more, see Motarme Guide to B2B website design on www.slideshare.net/motarme

http://www.slideshare.net/Motarme/motarme-websitedesignguide2013v3

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Use Landing Pages to convert traffic

Clear ‘Calls to Action’

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1. Clear Value Proposition – why they should sign-up today2. Home page design – reflect your buyers , provide proof3. Landing pages – funnel traffic to particular pages on site4. Clear “Calls to Action” – offer something of value5. A/B Testing – split test your main landing pages6. “Nurturing” and Lead management7. Analysis of Visitor Behavior – who, where from, what …

8. Removal of “Friction” – all the reasons a visitor might not want to complete the action:• Worried if website is legit• Don’t want spam emails• Don’t want to be hassled by sales calls

Steps for Increasing Conversions

http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors

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7 Principles of Conversion Centered Design

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1. Sliders2. Visual confusion3. You’re not where they’re

looking

Design

1. Sketchy testimonials2. No product/company reviews

Social Proofs

1. Rounding numbers2. Trust badges3. Inconsistent messaging4. Offers disappear

Trust Issues

1. Not fixing what matters

Conversion Killer

http://unbounce.com/conversion-rate-optimization/10-conversion-killers-and-the-hacks-to-fix-them/

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service


service

PurchasePurchase

Step 3: Persuade them to purchase

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1. Demonstrate value early and often – within minutes, hours, not weeks

2. Encourage use – especially with web based products, the more they use, the harder it is to leave.

3. Call them – don’t try to automate too much at the start – talk to your prospects so you understand what they like and what they don’t like

4. Keep entry price point low – have a low price for getting started (with option to ramp up the price with usage/time)

5. Make it easy to buy – accept payements online, make sign-up process as simple as possible, remove any unneccessary steps, test with your customers

Persuade Visitors to Purchase

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Automated Follow-up – AKA “Lead Nurturing”


service


service

PurchasePurchase

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EmailEmail

NewsletterNewsletter

Case study

Case study

EmailEmail

Nurture track 1

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EmailEmail

White paper

White paper

WebinarWebinar

CallCall

Nurture track 2

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CallCall

EmailEmail

WebinarWebinar

ebookebook

Nurture track 3

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RetentionRetention

Step 4: Retain Your Customers

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1. Never stop selling to your customers – constantly remind them of the value you provide

2. Monitor their usage – if their activity slows up, or their account becomes dormant get in touch quickly to see how you can help and encourage them to reactivate

3. Survey customers on a regular basis to see if they are satisfied and to identify causes of dissatisfaction

4. Dedicated “renewals” team – for larger companies, have a dedicated ‘renewals’ team

Retention

7. Execute and Assess

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• What does success look like?• How many positive responses indicate demand?• Rules of thumb – email open rates of 15% or above; 4% to 8% registration rates (for B2B); up to 30%

conversion rates for B2C; CTR above 1.2% on adwords campaigns• Can you extrapolate from test – do you have some predictable, repeatable traffic?

Execute and Assess

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Instrumentation• Make sure you can see what’s going on• Traffic volume, sources• Lead volume, sources, quality• Cost per lead, cost per sale (aka Customer Acquisition Cost - CAC)

Execute and Assess

8. Growth Hacking

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• Term coined by Sean Ellis, ex VP Marketing at Dropbox• Using a combination of Marketing tools, product feature changes, analytics and

experimentation to drive growth• Focus on User Growth• Try to identify opportunities for “virality”• Generally working with a restricted budget• Skillset is part marketing, part product development, part analytics

• Examples:

Growth Hacking

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• Resource: GrowthHackers.com• Intro slide deck from Mattan Griffel -

http://www.slideshare.net/mattangriffel/growth-hacking• Caveat: some of the approaches won’t work for B2B enterprise

Growth Hacking

9. Resources

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Resources

• MarketingSherpa – fantastic source of advice and information on B2B technology marketing – www.marketingsherpa.com

• Great presentation “Building a Sales and Marketing” Machine from David Skok, Matrix Partners- http://www.forentrepreneurs.com/slides-sales-marketing-machine/

• Neil Patel’s blog QuickSprout (www.quicksprout.com) has excellent information on getting found on the web

• KissMetrics www.kissmetrics.com and ClickTale www.clicktale.com have great blogs• Scott Brinker, Chief Marketing Technologist blog – www.chiefmartec.com• Moz.com – great blog on SEO – also check out Bruce Clay www.bruceclay.com• Growthhackers central resource - http://growthhackers.com/• Unbounce - http://unbounce.com – tool to build landing pages that you can use when launching a

product• Lincoln Murphy’s blog Sixteen Ventures - http://sixteenventures.com/ - advice on pricing for SaaS• Sean Ellis’ advice on Product Market Fit for startups - http://www.startup-marketing.com/the-

startup-pyramid/• Ryan Gum blog - http://ryangum.com/8-aha-moments-needed-before-marketing-your-

startup/• Conversion rates - www.widerfunnel.com and www.conversionscientist.com and

www.Conversion-rate-experts.com

Links

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BooksResources

Also• “Crossing the Chasm”, Geoffrey A. Moore – classic guide to product marketing, good

intro to marketing for technologists• “The Art of SEO” – gets going after about page 80• “Advanced Google Adwords” by Brad Geddes• “Web Analytics 2.0” by Avanish Kaushik

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Thank YouMotarme Marketing Automation

T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com

Twitter: @motarme

Motarme - Web Marketing for Tech Startups - NISP Workshop June 2014

Technology

Transcript of Motarme - Web Marketing for Tech Startups - NISP Workshop June 2014