jm bonthous @ seamless social 12 reasons why tech startups fail

The 7 Rules of Facebook Marketing

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12 ReasonsWhy

Tech Startups Fail

Innovation in Marketing EffectivenessJM Bonthous

Jean-Marie (“JM”)Bonthous, PhDCEO

Keywords

Prospect & customer opportunity identification

Content marketing Lead generation

Inbound marketingMarketing automation

Social marketing for events

connect@seamlesssocial.com @seamlessocial

www.seamlesssocial.com Your Custom, instant, Market Intelligence App

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Innovation in Marketing Effectiveness

1Facebook

optimization

Value proposition

• Weak value proposition

• No amount of marketing cancompensate for a weak value Proposition

• High value proposition =high exclusivity + high interest

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1Facebook

optimization

DifferentiationLow differentiation

• Unique qualities, perceived or real?

• Distinguished from competingOffers?

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SegmentationLack of market segmentation

• Fear of losing cash flow

• Need segmentation + personas based on research data:

- demographic- firmographic- behavioral

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Premature productrelease

Product not 100% ready

• Prioritized cash flow?

• Use private beta

• Launch only when ready for media scrutiny

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Can’t match

the hype

Product inferior to hype• Communication went too far

• Hype may get you a few investors,but not customers

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By geeks for

geeks

Product built by geeks for geeks• Buyer absent from design process

• Build the product with the customer in mind• Involve the customers in the design process• Test early and modify according to feedback

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Weak marketing

strategy

Weak marketing, relies on adverts

• No start up can rely on ads• Does not take responsibility for generating leads and revenue• Organic community-building• Influencer engagement• Inbound marketing• Focused outbound • Corporate communications• Marketing automation

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Product obsolete

before ROI

Product evolves slower thanthe market

• Product obsolete before itgenerates a ROI

• Or buyers not ready to buy next generation

• Know of what’s out there, what’s coming

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Insufficienttesting

Ideas tested too little or too late

• Development relies on geek insights

• Test early, abundantly, with representative customers

• Partner with them to develop the product

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Reveal too much too early

No such thing as “off the record”

• One slip of the tongue can sinkthe venture

• Brief everyone about confidentiality

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Staystealth too long

Reveal as soon as you’re ready

• Being stealth means lack of industry feedback, risk ofIsolation

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Not enough

relationships

Engage influencers

• Build early on the relationships that you will need later when yougo to market

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Our marketingphilosophy

• Marketing is responsible for generating leads & revenues

•Marketing converts skeptics into Prospects, customers, evangelists

• Know your prospects better, each day

…../......

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Our marketingphilosophy

• 4 marketing tools: inbound, outbound, corporate communications, marketing automation

• Marketing can’t compensate for a weak value prop.

• We like branding, we prefer leads and revenues

• Set metrics before spending marketing $

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How we work with

tech startups

• Retainer + equity• We steer the marketing• Transfer knowledge• Put ourselves out of a job after 1-2 years, as agreed.

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Contact us for a free

consultation

Keywords

Prospect & customer opportunity identification

Content marketing Lead generation

Inbound marketingMarketing automation

Social marketing for events

connect@seamlesssocial.com @seamlessocial

www.seamlesssocial.com

Contact usfor a free

consultation

© Seamless Social

Innovation in Marketing Effectiveness

Your Custom, instant, Market Intelligence App

MyChannl