Date Goes Here

The Social BenchmarkMarketing & Selling

for Startups (Marketing & Selling from Trenches)

Dennis O’MalleyCEO www.readypulse.com

www.linkedin.com/domalley

Digital Printing : $5M to $15M

’95-’02

Market Research : $3M to $30M

‘05-’10

Social Software : $300k to

$MM+ ‘10-’11

Social Marketing : $0 to ?? ‘11-’12

My Favorite Resources..

Richard Fouts – Gartner Analyst - @rkfouts

http://blogs.gartner.com/richard-fouts/

www.marketo.com

www.marketingsherpa.com

www.phoneworks.com

Ten Steps for Marketing and Selling on

Low/No Budget

1. Be Positive

2. Find your 30 second value pitch

3. Use a Rifle and Shotgun approach for your

market

4. Create and leverage killer content

5. Build your team & resources

6. Find air cover, build defenses

7. Beg, borrow, plead for references

8. Activity + Effectiveness

9. Measure

10. Stay Positive

1. Be Positive- You are giving people opportunity to buy

- You have created value and will deliver value,

charge for it

- Buyers lie and have a right to

- MySpace, Yahoo, Blackberry

- Look good, feel good, do good

You have a bright shiny object…Now what?

2. Find your 30 second value pitch

• Storytelling is the best selling.

• Buyer Focused vs. Featured Focus.

“ReadyPulse increases online revenues for e-commerce providers,

increasing SEO and online conversions through its

Social Testimonial Marketing Suite”

Market– Consumers– Commercial– Education– Government

Region– English Speaking– EMEA– China– LATAM– BRIC

Industry– Financial Services– E-Commerce– Education– Government

Demographic/Persona

– Baby Boomers– FB Crowd 13+– Females– Retirees– Employees

Role– CIO– Social Media

Marketer– Media Planner– Lawyers

Application– Traveling– Online Textbooks– Enterprise

Deployment

3. Use a Rifle and Shotgun approach for your market

Rifle Approach

Shotgun Approach

4. Create and Leverage Killer Content

Content Cost: $20k Deliverable Costs: $1k Pipeline: $250k Closed Business: 1 large deal

5. Build Your Team and Resources

Sample Enterprise Sales $30k to $70k base

Industry

Region

Role

Application

Prospecting - 4 hours a day• 200 Calls and Emails a Week – 50 a day

Meetings & Demos – 3 hours a day• 10 Meetings a week – 2 a day

Active Sales Cycle – 1 hour a day• 6 targeted to close in a month

Closed Deals – Need to net from $250k to $1.5M bookings • 2 per month

Client Implementation & Mgmt• Ensure Usage

Per Territory • 1,000 Prospect Companies - 5,000 Prospect Contacts

6. Find air cover, build defenses

7. Beg, borrow, plead for references

8. Activity + Effectiveness

Channel

Viable prospect orgs per territory

# of buying

centers in viable orgs

Total Prospects

per territory

Prospecting Days per Month

Cold Calls and

Emails per

Month

Meetings Per Month

Deals Per

Month

Average Deal Size

Monthly Revenue

Yearly Revenue Per RSM

Field Sales $1B+

600 4 2400 12 600 24 2 $50k $100k $1.2M

Inside Sales >$1B

5000 2 10000 20 1000 40 2 $25k $50k $600k

9. Measure

• Audience Development and Segmentation• Lead Nurturing and Scoring• Content Value• A/B Testing• Content Development

It takes money to make money

10. Stay Positive- Believe in yourself and what you market

- No solution is perfect and yours doesn’t have to

either

- Speed is more important than being right

- Go Big

- Look good, feel good, do good

http://www.flickr.com/photos/tootdood/3079118723/

http://www.flickr.com/photos/16224308@N05/3660224332/lightbox/