Building a Growth Engine for Startups (cezary.co)

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  • BUILDING A GROWTH ENGINE FOR STARTUPS

    CEZARY PIETRZAK

    Presented to Techstars Atlanta August 24, 2016

    @ckp

  • MY BACKGROUND

    2000 - 2004

    2005 - 2008

    CEZARY & CO

    2008 - 2012

    2012

    2013

    2014

  • GROWTH TOPICS I WILL COVER TODAY

    PART 1 Fundamentals

    PART 2 Testing + Data

    PART 3 Marketing Channels

  • WRITE IT DOWNOR IT DIDNT HAPPEN

  • PART 1: FUNDAMENTALS Marketing fundamentals canvas

    Target audience exploration Messaging architecture

    Moments + places

  • MARKETING FUNDAMENTALS CANVAS

    Mission Vision Brand Target Audience Market Niche Key Message

  • TARGET AUDIENCE EXPLORATION

    Market Size Demographics

    Mindset Tools

    Behavior Frequency

  • MESSAGING

    Key Message Key Descriptor Mission Vision AudienceMindset Industry Realities Functional Benefit Emotional Benefits Tone Boilerplate

  • PART 2: TESTING + DATADevelop hypotheses Prioritize channels

    Map out marketing + sales funnel Set up data + tracking strategy

  • DEVELOP GROWTH HYPOTHESES

    Sources Behavioral insights

    Background research Industry benchmarks

    Company stageGrowth goals

    Investor requirements Previous hypotheses

    Data Experiment Type Key Metric Prediction Outcome Resources

  • PRIORITIZE CHANNELS

  • MAP OUT YOUR MARKETING + SALES FUNNEL

    B2C Acquisition

    Onboarding Engagement

    Retention Revenue Referral

    B2B 1 New 2 Contacted 3 Phone Call 4 MQL 5 SQL 6 Opportunity 7 Nurture

    Mobile Web/Mobile Web > App Store > Install > Open > Signup

  • SETUP YOUR DATA + TRACKING STRATEGY

    CRM

    Data Layer

    Business Intelligence

    Data Warehouse

    Attribution

  • PART 3: MARKETING CHANNELS Paid Ads

    Message Automation Lead Gen + List Building

    Cold Outreach Referral Program

  • PAID ADS

    Principles Own your data Dont trust platforms CTR = vanity metric One tracking source

    Dashboards Campaign

    Daily Creative

  • MESSAGE AUTOMATION

    Process Use marketing funnel as base Think of actions / non-actions Keep it simple Ship one email at a time A/B test from the start Analyze + optimize

    Elements Message flow

    User action Condition

    Timing Move to flow

  • LEAD GEN + LIST BUILDING

    Process Source company list Merge databases Sanitize data Find people / roles Generate emails Enrich data

    Data Company

    Contact / Role Email

    Supporting Data

  • COLD OUTREACH

    Process Break down audience mindset Focus on subject lines first Personalize as much as possible Use tactics like Re: in subject Set up 3-5 step direct sell drip Shift to content marketing Move back to direct sell

  • REFERRAL PROGRAMS

    Elements Passive discovery Proactive discovery Invitation mechanism Invitation timing Offer Follow-up Tracking

    Considerations NPS score

    Dev support Minimum setup

  • LEARN ABOUT MARKETING + GROWTH + MOBILE

    CEZARY.CO@ckp