Small budget Small team New product

Big ImpactBuild a Winning Marketing Program – Fast! Seed-Funded & Series A Startups

P.H. Mullen, Jr. phmullen@gmail.com

We Got

Funded

!What Now?

Big ImpactCatch-Up Marketing

Until now… oMarketing had been a lower priority o Programming had been minimaloResources (you!) had to focus on BD &

product

Big ImpactCatch-Up Marketing

You Need WOW - Fast! o Funding securedo Product heads to beta or launchoCEO muses, “What’s the Marketing plan?”

Big ImpactCatch-Up Marketing

Off to the Races!

Step 1: Find Your Marketing StructureModel against Best Practices

Don’t Invent…Leverage!

Step 2: Frame Your SituationMap Your Needs

Confirm Your World(You Know this Cold – Does Everyone Else?)

oCompany goals (company, sales, marketing) oMarket oCustomersoValue propositionso Sales strategieso Team strengths (skip weakness) oResources (people, $$, time)

Step 3: Fast & AchievableGo for Immediate Successes

Build the Timeframeo Immediate term is Yesterday oMid term is Next 1-2 quarters o Long term is Next year

You are a startup.

Act Like One!

Step 4: Push Limits

Divide Marketing into 3 PillarsoMarcom oBD & Sales Marketingo Product Marketing

Step 5: Divide & ConquerProgramming

Marcom – Build the Foundationo Lock corporate identity 1.0o Name it “1.0” to reduce internal friction o Build for “earned credibility” – don’t fake it!o Build “good enough” collateralo Launch 2-4 ongoing, cost-effective programso Focus on early, simple successeso Make it look easy o Involve the CEO

First MarcomSerial then in Parallel

BD & Sales Marketing – Be the Hero o Create this separate from Product Marketing –

for nowo Position BD for early successo Focus on initiating momentumo Support BD’s No. 1 priority (whatever it is)o Eventually merge into Product Marketing

BD/Sales Is EverythingPrioritize Sales Success

Product Marketing – Core & Explore

o Build foundational toolso Deliver “good enough” collateralo Launch simple programs that will succeedo Iterate madly! What you know rapidly changeso Fold in BD & Sales (after 1-2 quarters)

Get It Out the DoorThe First Collateral

Marketing

Marcom BD & Sales

Thought Leadership

CorpBranding

Product

Display Ads/Media

Advertising

SEO, Etc

PR

Speakers’ Bureau

Events (Booths)

Event Hosting

Collateral

Value Prop Established

Blog/SocialComms

Team Building

WhitepaperSeries

Promo Initiatives

Product Centric

Webinar Series

Channel Sales Support

Exec. Showcasing

Industry Insights

Collateral Items

Product Branding

Customer Advocacy

PartnrshpsAffiliate Marketing

VC Comms

PR Release Programs

Influencer Outreach

Customer Engagem

Customer Programs (+)

Credibility Programs

ProductCommunc

Building BlocksChoose & Prioritize Elements