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Marketing Plans (and a lot more) 
October 14, 2014
Agenda: What You Will Learn 
Today 
• Elements of Go-to-Market Plan 
• The Sales and Marketing Funnel Revisited 
• Determi...
Marketing Defined 
The Evolution of Marketing 
• Up to 1980s: Marketing the past 
• Telemarketing, radio, billboards, post...
2000+: What People Buy 
• Promise that the brand will continue to deliver 
now and in the future 
• Trust = the belief tha...
Startup Marketing: You Have 
Been Warned 
5 
Source: @MikeTrap
Startup Marketing: The Reality 
6 
Source: @MikeTrap
Startup Marketing: The Reality 
• Used a video of a non-existent 
product to gather 
feedback 
• Formulated hypotheses 
ab...
Startup Marketing: The Reality 
Payment system for PDAs 
Massively multi-player game 
Video-dating site 
Automated email r...
Marketing Disruptive Products 
9
For High Tech Businesses, Marketing 
is More About Opps Than Current 
Market 
10 
Current Market Demand Opportunity 
Curre...
Novel, Tech Innovative Products: 
Difficult to Adopt 
• Most people, most of the time loathe change 
• Investment in time ...
The Gap b/n Eager Sellers and Stony 
Buyers 
12 
Source: Michael Davies, Endeavour Partners
What Can You to Do to Drive 
Rapid Adoption? 
• Accept resistance 
• Anticipate long adoption 
• Manage accordingly 
• Str...
Go-to-Market Goals 
14
What You Need at Launch 
15 
Source: @MikeTrap
Go-to-Market Framework 
16
Positioning/ GTM Roadmap 
17 
Customer 
Analysis 
Client 
Interviews 
Positioning & Messaging 
Supporting Evidence 
• Rese...
Go-to-Market: Engaging the New 
Social Customer 
18 
Unraveling their 
lifestyle, pains, 
passions 
Identifying their 
med...
Positioning Defined 
Great companies 
are mission-driven; 
Great marketing 
is simple, intimate 
and mission-driven
Remember: It is ALL About the 
Why 
20 
Source: @MikeTrap
Positioning Roadmap Revisited
22 
The Insight 
Positioning is driven by the reason why you 
started your business – the insight or “aha!” 
moment behind...
23 
“Your People” 
Understanding “your people” means designing a 
solution with your customers in mind: 
• Who are the ben...
“Your People”: Market 
Segmentation 
“Your people” are not a homogenous group. 
Address each group individually: 
• Market...
Developing Positioning Statement 
• Positioning statements summarize the company 
or brand positioning 
• To (target segme...
Backing Your Positioning by 
Segment: Opternative 
Target Audience 
Segment 
Specific Value for 
Audience 
Segment 
How Se...
Go-to-Market Plans 
27
Typical Go-to-Market Plan Goals 
• Gain new customers/ revenue 
• Definition of a customer: account, member, services/ pro...
Channel Fragmentation 
29 
Source: Forrester and @MikeTrap
The Customer Journey 
30 
Top of the Funnel 
Top of the Funnel 
Middle of the 
Funnel 
Middle of the Funnel 
Bottom 
of th...
The Elements of the Go-to-Market 
Plan 
Buying Stages GTM Elements 
Channels: 
• PR/ influencers 
• Advertising (online, o...
The Right Channel Mix: Is There 
Such a Thing? 
• How to prioritize your channel mix 
• Is your audience there? 
• How is ...
Measurement 
33
Measurement Structure: Overall 
and By Channel 
Increase Traffic 
VOLUME 
34 
Total Visits Bounce Rates 
Top of the Funnel...
35 
Customer Metrics: LTV
36 
LTV Exercise
37 
Customer Metrics: Net Promoter 
Score 
Source: @MikeTrap
Customer Metrics: Customer 
Referral Value 
38
GTM Revisited: Quick Checklist 
39 
• Market vs. Demand Opportunity 
• Established category or disruptive product/ solutio...
40
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21st Century marketing for startups (...and grown-up cos too)

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Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs

Publicado en: Marketing

21st Century marketing for startups (...and grown-up cos too)

  1. 1. Marketing Plans (and a lot more) October 14, 2014
  2. 2. Agenda: What You Will Learn Today • Elements of Go-to-Market Plan • The Sales and Marketing Funnel Revisited • Determining Your Shtick • Launch Channels and Prioritization • LTV and CRV and NPS • Benchmarks and Measurement 2
  3. 3. Marketing Defined The Evolution of Marketing • Up to 1980s: Marketing the past • Telemarketing, radio, billboards, posters, print media • 1980-1990s: Marketing the present • Database marketing, relationship marketing, e-commerce, spam, guerilla marketing, CRM gains dominance in strategy • 2000+: Marketing the (social) future • Social media, an ongoing effort, creative exploration in developing technology and platforms Marketing of the Future • Products/services are never finished • Products/services never stand alone
  4. 4. 2000+: What People Buy • Promise that the brand will continue to deliver now and in the future • Trust = the belief that a brand is capable of delivering now and in the future
  5. 5. Startup Marketing: You Have Been Warned 5 Source: @MikeTrap
  6. 6. Startup Marketing: The Reality 6 Source: @MikeTrap
  7. 7. Startup Marketing: The Reality • Used a video of a non-existent product to gather feedback • Formulated hypotheses about features and tested them rapidly • Changed marketing approach and feature set when hypotheses were disconfirmed by market feedback • Started as a platform for gathering support using “tipping points” • Customers told them that the idea was too abstract and unfocused • The company almost ran out of money • Found that only one aspect was working: group deals
  8. 8. Startup Marketing: The Reality Payment system for PDAs Massively multi-player game Video-dating site Automated email recommendation service Podcasting (as Odeo)
  9. 9. Marketing Disruptive Products 9
  10. 10. For High Tech Businesses, Marketing is More About Opps Than Current Market 10 Current Market Demand Opportunity Current products meet current customers Novel products, often targeting non-users Needs well understood and stable Needs not well-defined, likely to change Substitutes for existing products within category Creating new categories of demand Selection, resulting in market share Rate of adoption and penetration Size of market, ease of addressing Potential benefits vs. behavioral change Source: Michael Davies, Endeavour Partners
  11. 11. Novel, Tech Innovative Products: Difficult to Adopt • Most people, most of the time loathe change • Investment in time and effort • Uncertainly, anxiety • Not familiar with novel products and their potential • Novel products always require trade-offs • Evaluation based on perceived value, relative to products in use • Sensitive to loss aversion • Companies underestimate the switching costs, overestimate the potential benefits 11 Source: Michael Davies, Endeavour Partners
  12. 12. The Gap b/n Eager Sellers and Stony Buyers 12 Source: Michael Davies, Endeavour Partners
  13. 13. What Can You to Do to Drive Rapid Adoption? • Accept resistance • Anticipate long adoption • Manage accordingly • Strive for >10x gain: • Make relative benefits so great they overcome customers’ overweighting of potential losses • Minimize resistance: • Target non-users – don’t use product now, no change needed or the unendowed • Target segments of customers who don’t give up as much • Make behaviorally compatible products 13 Source: Michael Davies, Endeavour Partners
  14. 14. Go-to-Market Goals 14
  15. 15. What You Need at Launch 15 Source: @MikeTrap
  16. 16. Go-to-Market Framework 16
  17. 17. Positioning/ GTM Roadmap 17 Customer Analysis Client Interviews Positioning & Messaging Supporting Evidence • Research, whitepapers • Shorter POVs, insights Channels and External Influencers • Website • Blog (internal) • Blogs (external) • Client testimonials • Case studies • Bios • Collateral • Meetings • Videos • Social media channels • Outreach to key influencers by sector Competitive Analysis
  18. 18. Go-to-Market: Engaging the New Social Customer 18 Unraveling their lifestyle, pains, passions Identifying their media consumption choices Identifying and connecting with those who influence them Connecting the dots between brands and their customer with/ social content
  19. 19. Positioning Defined Great companies are mission-driven; Great marketing is simple, intimate and mission-driven
  20. 20. Remember: It is ALL About the Why 20 Source: @MikeTrap
  21. 21. Positioning Roadmap Revisited
  22. 22. 22 The Insight Positioning is driven by the reason why you started your business – the insight or “aha!” moment behind it: • Why did you create your company? • What need did you want to address? • Who are “your people”? Example: Vitality A product designed to tackle the combination of factors that conspire to cause non-adherent behavior = GlowCaps
  23. 23. 23 “Your People” Understanding “your people” means designing a solution with your customers in mind: • Who are the beneficiaries of your product? • Who are the buyers of your product? • Why do they buy? • What’s important to them?
  24. 24. “Your People”: Market Segmentation “Your people” are not a homogenous group. Address each group individually: • Market segmentation means dividing your market into distinct groups with: • Distinct needs • Characteristics • Behavior • Each segment may require separate products/services or marketing mixes
  25. 25. Developing Positioning Statement • Positioning statements summarize the company or brand positioning • To (target segment and need) our (brand) is (concept) that (point-of-difference) or • For (target segment) who is dissatisfied with (pain point) your (brand) is (concept) that (point-of-difference) • Example: For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering
  26. 26. Backing Your Positioning by Segment: Opternative Target Audience Segment Specific Value for Audience Segment How Service is Provided Evidence Patients Doctors Pharmacies • Evidence – anything that supports your case: • Irrefutable facts • Statistics • Examples & case studies • Visual aids • Hypothetical evidence • Parallels or analogies • Testimonials & references
  27. 27. Go-to-Market Plans 27
  28. 28. Typical Go-to-Market Plan Goals • Gain new customers/ revenue • Definition of a customer: account, member, services/ products bought, frequency of usage, customer satisfaction/ feedback • Market feedback and recognition: • By industry experts • By media • By potential partners • Test assumptions: • Product vs. solution • Pricing • Acquisition channels • Cost per acquisition • LTV 28
  29. 29. Channel Fragmentation 29 Source: Forrester and @MikeTrap
  30. 30. The Customer Journey 30 Top of the Funnel Top of the Funnel Middle of the Funnel Middle of the Funnel Bottom of the Funnel Bottom of the Funnel Buying Stages Sales & Marketing Funnel
  31. 31. The Elements of the Go-to-Market Plan Buying Stages GTM Elements Channels: • PR/ influencers • Advertising (online, offline, 31 syndication) • Social Media • Sponsorships/ trade shows • Channel partner programs/ distribution • SEO • List buys Content Types: • Blog posts, infographics • Videos, demos • White papers, eBooks • Webinars • Demos • Special offers
  32. 32. The Right Channel Mix: Is There Such a Thing? • How to prioritize your channel mix • Is your audience there? • How is each segment using the channels? • Top channels for building awareness: • Which ones? Why? How do you measure them? • How do you use Facebook, LinkedIn, Twitter, Pinterest, YouTube to build awareness? • How about interest, desire and trial? 32
  33. 33. Measurement 33
  34. 34. Measurement Structure: Overall and By Channel Increase Traffic VOLUME 34 Total Visits Bounce Rates Top of the Funnel Middle of the Funnel Bottom of the Funnel Increase Traffic QUALITY Time On Site Return Visits Average Pages/ Visit Capture/ Act on Leads Downloads/ MQLs Contact Sales Request a Demo Technology Stack Competitive Analysis Traffic Analysis Paid Search Analysis User Experience Marketing Automation CRM
  35. 35. 35 Customer Metrics: LTV
  36. 36. 36 LTV Exercise
  37. 37. 37 Customer Metrics: Net Promoter Score Source: @MikeTrap
  38. 38. Customer Metrics: Customer Referral Value 38
  39. 39. GTM Revisited: Quick Checklist 39 • Market vs. Demand Opportunity • Established category or disruptive product/ solution? • Positioning and segmentation • Addressable market • Why customers would buy • What is the promise? • The emotional connection, hook or shtick • Channel mix: • Detail the channels and how each one will be used • Detail specific marketing tactics by channel – use the 6 principles of persuasion • Measurement: • Cost per acquisition • LTV, CRV, NPS • Launch and optimization
  40. 40. 40

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