a marketing roadmap for b2b startups andrea steffes-tuttle _ a marketing roadmap for... · quora...
TRANSCRIPT
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A Marketing Roadmap for B2B Startups
Andrea Steffes-Tuttle
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Who Am I?
ME! www.thinkbetter.co
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Purpose of the Workshop
Provide guidance on the foundations of a marketing organization and the phases of development
● Strategy● Approach● Systems
Leave with:● A roadmap for references ● Resources to guide your work
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Strategy
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Strategy Roadmap
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Decide Your Target MarketCustomer Segment(s):
● Market: Horizontal vs Vertical● Size: SMB vs Enterprise
Questions:
● Who does your product serve? ● For whom are you creating value? ● Who is your most important customer?● Who makes the buying decision?
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Understand Your Buyer
● The Person● Their Purpose● Their Problem● Key Decisions/Buying Process● Constraints/Considerations● Alternative Options
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Sample Buyer Persona
Live Chat SoftwareMarketing Director at Software Company
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Buyer Persona - Marketing
Priorities
● Brand consistency● Lead acquisition● Lead conversion● Lead qualification● Sales enablement
Metrics they are accountable to
● Site visits● Conversion rate● MQLs● Marketing-originated Pipeline● Marketing - originated Bookings
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Buyer Persona - Marketing
Look for in a Live Chat Tool
● CRM integration● Proactive chat● Customizable design● Sophisticated routing● Ease of use● Analytics
Benefits of a Live Chat Tool
● Increased conversions● Another funnel for sales● Increased MQLs
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“Chat is the second-most driver of marketing-qualified
leads.”
- Sara at Hubspot
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Buyer Persona - Marketing
Objections to a Live Chat Tool
● Customer support requests come through● Need agents to manage chat● Have to provide training● Additional costs● Have to install on the site● Don’t want to be intrusive
Buying Team
● CMO or VP of Marketing ● Sales Operations● IT/Web Development
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Buyer Persona - Marketing
Source for Live Chat Tool Suggestions
● Google● G2Crowd● Salesforce● Hubspot● Quora● Colleagues/Peers
Common Triggering Events
● Bad experience with other Live Chat tool● Desire to create a direct channel between
the website and sales● Need to improve lead acquisition
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Buyer Narrative - Marketing
Job Description – Director of Marketing, Software Company
I am part of the marketing and operations team that supports our sales division. I oversee our inside sales coordinators (ISC, BDR, SDR), who pre-qualify leads for our sales management and field sales team.
I’m in the process of securing a chat provider that integrates with our sales CRM and marketing automation systems. The integration is important because it allows us to see each customer record and view the full history of that lead, bridging the hand-off between inside sales and .
In an effort to drive growth, we’re adopting new channels of lead acquisition that help us to capture more leads in addition to increasing efficiencies to support and sustain our expansion. I’m also leading the transition from outbound sales to management of inbound channels in the sales team.
I conduct reporting and analysis for my own department, but also for executive management during their quarterly sales meetings, or when they ask for particular metrics and product sales statistics by channel or region. Not only does our current chat provider not support marketing automation, their reporting features are nearly non-existent, and they can’t manage the sales territory assignments that we need.
I’m aligned to our content and inbound marketing team, providing reporting on conversations and hot points from prospects that helps those teams to create content and campaigns that address the needs of our target audiences.
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Articulate Your Messaging/Positioning● What is your solution to your buyers problems?● Which customer needs are you satisfying?● What are the defining elements of your product or
service?● How are they unique to the customer segment you’re
serving?● What can you do better than anyone else?
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Value Proposition Canvas
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Value Proposition Example
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Example Positioning DocPositioning Statement
● The most connected eCommerce platform for wineries
Points of Differentiation● A Holistic System: Our software and services support the entire customer experience with enabled
integrations to the systems you use to connect with your customers.● Built for the Industry: VineSpring is built to support the specific business needs of wineries● Architected for the Future: Our platform is designed using the latest technology which ensures that
it’s responsive and ensures a positive store experience for your customers, no matter the volume of visitors or the device your customer’s use.
● The Best Service: With an NPS score of 72, our support team is committed to the success of our clients—serving as a partner to wineries and breweries—providing software support and business guidance.
New Boilerplate Draft
VineSpring is the most scalable platform for the wine industry. Our flexible approach ensures that your business will be supported as you grow while enhancing the customer experience. We are known for providing excellent software and support so that you can do what you do best: sell your wine and delight your customers.
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Define Your Buyer Journey● Discovery:
○ Buyer Behavior: Have expressed symptoms of a problem
○ Info Needs: Partner/Peer Validation, Recommendations
● Research: ○ Buyer Behavior: Have defined and given name to their problem
○ Info Needs: Competitive Understanding, Product Requirements
● Sale: ○ Buyer Behavior: Have defined their solution, strategy, and approach
○ Info Needs: Social Proof, Product Testing
● Customer: ○ Buyer Behavior: Seeking validation that they’ve made the right choice
○ Info Needs: Connection, Validation of Performance, Exclusive Access
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Set Goals● Growth Goals● Revenue Goals● Retention Goals● Conversion Goals● Lead Generation Goals
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Measurement & Review● 5-Year Goals● 1-Year Goals● Quarterly Goals● Reviewed
○ Weekly
○ Monthly
○ Quarterly
○ Yearly
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Marketing Approach
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Approach Roadmap
$250K Budget $500K+ Budget $1M+ Budget
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Online Presence
● Website● Social Channels● Product Review Sites● SEO● Participation in Industry Groups
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Content Marketing● Blog● Guides● Reports● Research
● Tools● Webinars● Video● Podcast● Presentations
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Demand GenerationCategories
● ABM● Inbound
Supporting Channels
● Site● Email● Advertising● Social● Events
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Demand Gen Drivers - Ranked
- Referrals- Free Tools/Trials- Organic Search- Blog- Webinars- PPC- Affiliate- Social
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BrandBrand Creation
● Logo● Style Guide● Voice Guide● Messaging
Distribution (Advertising)
● Online: Paid Search, Display, Native
● Traditional: Print/TV/Radio
● Sponsorship
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Public Relations● News● Publishers● Associations● Community● Influencers● Philanthropy
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Events● Trade Shows● Conferences● Speaking Events
● Roadshow● Private Events● User Groups● Owned Events
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Partnerships● Influencer (Affiliate marketing)● Referral● Technology
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Approach Roadmap
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Systems
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Systems Roadmap
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Website/Landing Pages
● Wordpress● Squarespace● Hubspot● Leadpages● Unbounce● Homemade*
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● HubSpot● MailChimp● Drip● ConvertKit
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Chat
● HubSpot● Drift● Intercom● SnapEngage
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Sales CRM
● SalesForce● Hubspot CRM● Insightly● Nutshell● Capsule
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Marketing Automation● Hubspot● SharpSpring● Hatchbuck● Infusionsoft● Marketo/Eloqua/Pardot*
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Questions?