Launched at Arctic15 2012, San Francisco is the first marketing agency in Finland focused on solely startup companies. Our clients seek unexploited business categories and niches, with the ultimate goal of winning the #1 market position internationally. We work with startups in all areas of marketing communications, from strategic planning to daily operations. With creative, analytical and performance-based approach, we strive to help your startup to do World’s Best Marketing.

1. The first marketing agency in Finland
focusing solely on startup companies.

2. MAKE IT

3. 10 learnings for B2B
startup marketing

4. #1 B2B startups do marketing for
Shorter sales cycles
Inbound leads
Recruiting talent
Attracting investors
© San Francisco Agency 2012 – Confidential

5. #2 Skate where the puck is going
perception > reality
© San Francisco Agency 2012 – Confidential

6. #3 Credibility is everything
Big brands
Team profiles
Openness
Peer acceptance
© San Francisco Agency 2012 – Confidential

7. #4 Consistency
One message, many channels
Life is easier when your startup has history
Sudden stop of communications raises questions
© San Francisco Agency 2012 – Confidential

8. #5 Be unique
First
Biggest
Fastest
- Just very different.
© San Francisco Agency 2012 – Confidential

9. #6 Lead, do not follow
Segmenting
Targeting
Positioning
- Find the niche you can lead from day 1.
© San Francisco Agency 2012 – Confidential

10. #7 Follow the best practices
Create videos, blogs and other quality content
Use the industry leading tools
Measure and analyze every €/h you spend
Marketing is an on-going process, not a campaign
© San Francisco Agency 2012 – Confidential

11. #8 “Marketing is easy”
Easy to start tweeting without a purpose
Easy to let an intern take care of it
Easy to leave out from the board room
Easy to confuse your audience without planning
© San Francisco Agency 2012 – Confidential

12. #9 Marketing is a lot of work
Still, it’s left to many CEOs to do only
Who don’t often have time for it
Except the night before an important launch
Yelling to an audience who is not there?
© San Francisco Agency 2012 – Confidential

13. #10 Be.
Follow
Listen
Participate
Influence
© San Francisco Agency 2012 – Confidential

14. THIS IS HOW WE DO IT

15. Marketing communication basics
Marketing
Customer Company & Story building
Marketing Market planning Analytics &
segmentation product Reporting
strategy intelligence & messages (awareness & optimization
& targeting positioning
lead sourcing)
Re-iteration in 3-12 month cycles
© San Francisco Agency 2012 – Confidential

16. Sales leads sourcing
Event planning
Content marketing Social media marketing
SEO
Leads nurturing Email marketing
PR Search & retargeting
Qualified
Unqualified
Qualified
Sales Process
© San Francisco Agency 2012 – Confidential

17. Example channel plan
Channel Primary role Frequency
Website Information & lead generation 1/year + constant syndication
Blog Influence 1-4 times a month
Email newsletter Lead nurturing 1-4 times a year
Events/conferences Awareness, lead generation 1-4 times a year
Twitter Influence Daily listen + engage
Facebook Page Communicate company culture 1-2 times a week
LinkedIn Influence personal networks Constant
Search advertising Awareness, lead generation Constant
Press releases Facilitate PR story building 2-4 times a year
© San Francisco Agency 2012 – Confidential

18. Example management/board report
© San Francisco Agency 2012 – Confidential

19. We want to help your startup to do
WORLD’S BEST
MARKETING.

20. Contact information
Juhani Polkko
Founder & Chief Marketing Officer
+358 40 543 0825
juhani@sanfrancisco.fi
San Francisco Oy
Fredrikinkatu 61, 6th Floor
FI-00100 Helsinki
© San Francisco Agency 2012 – Confidential