sales and marketing jujitsu for startups
Post on 11-Aug-2014
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April Dunford @aprildunford
Small Budget, Big Impact
Sales & Marketing Jujitsu for Startups
Who am I and Why Should You Care?
6 Startups 4 exits Some Big Companies 9 Product Launches Currently: COO Tulip Retail @aprildunford
Using an Opponents’ Energy Against Them, Rather than Directly Opposing it.
Jujitsu is the Art of
Big Companies Seem Powerful
Team: Gigantic Budget: Massive Customer base: Bazillions Brand Recognition: Everyone Products: Families of Full-Featured
Products Ecosystem: SI’s, ISV’s, VAR’s,
Extension Providers
Team: Tiny, Sleep deprived Budget: Nonexistent Customer base: Your Mom Brand Recognition: Not Even Your Mom Products: An MVP that does pretty
much nothing Ecosystem: You don’t know what that
means but you’re pretty sure you don’t have one
Big Company XYZ
Your Startup
But Those Strengths Are Also Weaknesses
Team: Gigantic Budget: Massive Customer base: Bazillions Brand Recognition: Everyone Products: Many, Full-Featured
Products Ecosystem: SI’s, ISV’s, VAR’s,
Extension Providers
Slowed by bureaucracy and politics Wasted on ineffective generic tactics Few personal relationships with them Can’t move outside that brand Bloated, overly complex products that
even employees don’t understand Market feedback loop is slow and
ineffective
Big Company Strength
But…
Startups Have Unique Strengths
But Not All Startups Leverage Them
How Do We Do That?
Be Smarter
Talking to Prospects is So Easy (You Should Try it)
Ask Open Ended Questions
Customer Discovery Tips
Focus on Problems (Not Solutions)
Talk Less, Listen More
DO NOT SELL
Be More
Focused
Choosing a Market
What is it about your Segment that makes them love your Product?
What is it about your Product that makes it loved by your Segment?
Worry about
the Next 10
Don’t Worry About How to Get 1,000,000
Customers
Founder-Sell Early Customers Because Everyone Loves a Non-Salesy Sales Person
Understand The Buying Process
No Need Need Eval Buy Enjoy Re-new
Knowing the cost of not solving the problem
Knowing the Value of solving the problem
Knowing the value of your solution
Why purchase now?
Using and enjoy the offering
Knowing I can’t do without the offering
Current solution good enough
Value not compelling Risks too high
Not knowing how to evaluate Great but not for me
I might change my mind Too much $
Bad service, Bad user experience Not using
Decided there was no need Move to other solution
Accelerators
Friction points
Mapping Marketing The Buying Process Buying Stage
No Need, Need Eval, Buy Enjoy, Refer, Renew
What Problem-Focused Content and Programs
Solution-Focused Content and Programs
Activation & Engagement-focused Content, Programs
Examples Articles, blog posts, Industry data, trend reports, curated content
Articles, blog posts, webinars, events, case studies, ROI calculators, advertising
Support content, How to guides, Best practices guides Forums, User Conferences
Where Where prospects are Partly where they are, partly your turf
Mainly your turf
Purpose Entertain, Educate, Engage
Educate, differentiate, move to eval or sell
Experience value, create raving fans
Action Permission to “market”: likes, follows, newsletter/blog signups
Permission to “sell”: give contact info, trial sign-up, purchase
Renewals, Referrals
Be Faster
Implement a Rapid Cycle Document
Inputs, Assumptions
Choose Tactics
Execute Tactics
Measure Results
Analyze and Check
Assumptions
• Segmentation • Buying Process • Accelerators/���
Friction Points
Be Good
Big Companies Are Hard to Love (because we care about different things)
Stand for What Your Customers
Care About
Fans and Community Extend Your Reach
Love Early Customers Like You Would Die Without Them
(Because You Will)
Go Be Your Best Ninja Self
Questions?
@aprildunford Rocketwatcher.com Tulip.io
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