navigating startup marketing
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@sydneylaiPassionate: psychology behind marketing - click & buy damn it
Background: community manager, marketing manager, product marketing lead
Industries: B2B, VC, SaaS, aerospace, VR
Fave emoji: “Creepy Murder Stalker”
Fave emoji: “Creepy Murder Stalker”
What I Didn’t Know When I StartedDifferences between:➤ B2B vs B2C➤ Startup vs Tech Company➤ Generalist vs Specialist➤ Marketing Managers:
➤ content marketer➤ social media manager➤ ads manager➤ community manager➤ email marketer➤ product marketing manager
➤ Trends: “growth-hacker”, “data-driven”
Strategies Align With Industry
Type of business >> Acquisition channelPublishing >> FB, SEO, emailE-commerce >> paid social, Adwords,Social network/B2C app >> social/internal viralitySaaS >> all of the above!Enterprise companies >> partnerships, board members
Marketing ManagersInbound Marketing ManagerSocial Media/Community ManagerBlog ManagerContent Marketing ManagerSEO Manager Email Marketing ManagerProduct Marketing ManagerPaid Marketing ManagerPublic Relations/Media Relations Manager"Data-driven Marketer”"Growth-hacker"
Growth Hacking
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Tools I’ve UsedEmail: MailchimpSocial: Buffer, HootsuiteAnalytics: Google Analytics, MixpanelA/B testing: OptimizelyLanding Pages: UnbounceOperations: Asana, Trello, Gantt chartsDesign: Canva, SketchCoded templates: html, css, jsSales Integration: SalesforceMarketing tool: HubspotGolden nugget: Excel Spreadsheet
What Makes A Good Marketer?
Stay relevant. Learn newest marketing techniquesBe shady. Jk but do think outside the boxGooooalllllll. Be metric/goal driven
1st Day on the Job
1. What sector? B2B vs B2C
2. What marketing activities already started?
3. Establish KPI, track, start with one marketing strategy first
Growth StudyMint.com (acquired in 2 years)
9 month pre-launch strategyLots of written content and infographics to be shared on Reddit, Digg, Facebook, etcQ&A w/finance bloggers (or tech journalists with a big reach)Email box at the end of every single blogpost - acquired 20k-30k emailsTo get Mint first, bloggers put the “I want Mint” badge on their blogFounders spent one week out of every two months on a press tour (They hired a PR agency to help w/this, but you can do press w/out) - PR sometimes added 20K signups a day post-launch“Mint answers” section answered questions about finance (by experts)SEO “For every popular finance query on Google, we had a page and content for it, and iterated landing pages to optimize conversions”Cost of user acquisition was under $1