startup marketing - when to hire (or fire) your marketing manager
TRANSCRIPT
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When to hire or fire your Marketing ManagerAmit Lavi
December 2014
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2© 2015 Marketing Envy
Marketing Envy founders
Over 30 <gulp> years combined experience with tech start ups and multi-national brands
Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Askem, Cloudyn, BlazeMeter, DMG, ICQ, Tuteboard,
GetEvents, Mantis Vision, Cliqdo, Outbrain
Billy Cina Amit Lavi
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3© 2015 Marketing Envy
Our customers
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4© 2015 Marketing Envy
Can’t see the plan from all the buzzwords
Marketing as a process
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5© 201 Marketing Envy
So you want to hire a marketer
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6© 2015 Marketing Envy
Initial clients
Buzz / traction
Hockey Stick Growth
New markets
Because everyone has one
Because my investors told me to get one
I want a marketer for
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7© 2015 Marketing Envy
Asking around what type of marketer should I have
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8© 2015 Marketing Envy
Confused?
Don’t know who to choose?
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9© 2015 Marketing Envy
4 stages of the startupocopalypse
Test Launch GrowthTech
Company
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10© 201 Marketing Envy
Test Phase If you can’t measure it – it doesn’t exist
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11© 2015 Marketing Envy
“Let’s Launch, the product is ready. I just feel it”
Why Test?
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12© 2015 Marketing Envy
Startup Launch is not an event – it’s a process you have to be ready for
Why Test?
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13© 2015 Marketing Envy
A target audience
Great messaging
Bring enough users
Analytics
Test – What do we need
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14© 2015 Marketing Envy
Never Assume
Test – Messaging
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15© 2015 Marketing Envy
Cheaper to test top of funnel
Adapt tests to dev cycle
Test – What to measure – Decide on KPI
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16© 2015 Marketing Envy
Login – Native email or Facebook/ Google login?
Test KPI No. 1 in funnel – Let’s start with Log-in
Email login and Facebook
Facebook only
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17© 2015 Marketing Envy
Greatest impact on changing the top of the funnel
Test KPI No. 1 in funnel – Let’s start with Log-in
Email login and Facebook
Facebook only
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18© 2015 Marketing Envy
Test B2B – Make you’re your site is ready
Try:
PopupTop bar Exit bannerSignup form Visible CTA
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19© 2015 Marketing Envy
• Stop when:
o You reached your KPIs
o Messaging is effective
o You ran out of time
Test – When to stop testing
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20© 2015 Marketing Envy
Test – Build your presence from day -1
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21© 2015 Marketing Envy
• Experienced with:
o Product analytics
o Basic experience with PPC
o Managing copywriters
o Define KPIs
Test – Marketing Manager needed: The Analyst
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22© 2015 Marketing Envy
“Marketing is just about the story”
Doesn’t know what KPIs mean
Can’t play along with Product team
Not hands-on
Test – Marketing Manager needed – Fire If
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Ready, Set, Launch!
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24© 2015 Marketing Envy
Launch – Process , not one off
Analyze
Execute
KPIMeasure Plan
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25© 2015 Marketing Envy
Launch – Present your story
Be Bold
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26© 2015 Marketing Envy
• Use starting point from Test
• Measure without a starting point:
o Activities KPIs
o Incremental increase
o Minimum KPIs
Launch – How to set meaningful KPIs with no prior data
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27© 2015 Marketing Envy
Choose your channels (B2B and B2C)
> 1 Channel
Focus on Core Audience
Test less promising channels
Launch – Go to market
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28© 2015 Marketing Envy
PPC campaigns
Mobile App installs
Search campaigns
SEO / ASO
Content marketing
Reviews
Native advertising
Offline conversions
Viral content
Launch – Acquisition – B2C
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29© 2015 Marketing Envy
Paid lead generation campaigns
Lead nurturing
Social Media Biz Dev
Industry reviews
LinkedIn direct emails
Gift campaign
Conference
Launch – Acquisition – B2B
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30© 2015 Marketing Envy
2 things to remember about PR:
1. No one cares that you’ve launched
2. No agency is the best in all verticals
Solid, effective PR that will not make you cry over the monthly retainer requires:
• An interesting product
• With users &/or customers
• Data about the market &/or customers
• A good English (?) speaker for the journalists/analysts
Launch - PR
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31© 2015 Marketing Envy
Pareto specialist
Execute
Adaptable
The Launch Phase - Who and what we we are looking for
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32© 2015 Marketing Envy
Gets holistic marketing and can plan ahead
Define KPI and know how to reach
Tie channels together
Execute in many channels
Numbers driven
Launch – Marketing Manager Needed: The Marketing Director
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33© 2015 Marketing Envy
Can’t see beyond his channel
Can’t commit to KPIs
Can’t get his hands dirty
Launch – Marketing Manager Needed – Fire If
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34© 2015 Marketing Envy
Growth When we know launch worked
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35© 2015 Marketing Envy
Build the machine – Automate and create procedures and monitoring
Growth - Build the machine
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36© 2015 Marketing Envy
Non-linear process
Takes a long time
Data heavy, ROI focused
Constantly test new markets and verticals
Integrate channels into BI
Growth
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37© 2015 Marketing Envy
Analyze data from launch
Become / Hire experts
Manage processes not channels
Building the marketing machine
Growth – Excel in chosen channel(s)
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38© 2015 Marketing Envy
• Hire Channel pros
o The best Content Marketers
o PPC – Expert in best channel – the rest will come
o Analytics – Dedicated resource, connects all the dots
Growth – Build team
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39© 2015 Marketing Envy
Method and process, not miracles
Integrating the product into marketing
Get traffic first
Growth - “Hacking “
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40© 2015 Marketing Envy
Growth - Hacking examples
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41© 2015 Marketing Envy
The buzzwords :
• Inbound
• Content
• Native ads
Growth – Inbound and Content marketing –The buzzwords
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42© 2015 Marketing Envy
Got a story to tell? Now it’s the time for PR
Growth - PR – Should I start PR now?
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43© 2015 Marketing Envy
• Optimize for
o Retention
o Purchase
o Premium
o In-App
o Virality - K Factor
• Ask for Feedback from users
Growth– Product – Optimize down the funnel
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Growth – Product – Optimize down the funnel
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45© 2015 Marketing Envy
Growth - Marketing Manager: The Machine builder
Yearly planning
Yearly budget
Build team
Clear ROI goals
Product feedback loop
Innovate with channels
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46© 2015 Marketing Envy
No managerial experience
Lack of vision
Can’t see beyond marketing
Isn’t process driven
Growth - Marketing Manager needed – Fire if
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47© 201 Marketing Envy
Bye Bye Startup The Marketing Factory
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48© 2015 Marketing Envy
Multi-product strategy
Multi-market strategy
Distributed team
Refines story
The Marketing Factory – the challenges
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49© 2015 Marketing Envy
The Marketing Factory – CMO
Strategic to the core
Visionary
Managers’ manager
Branding experience
International experience
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Thank you Now go and start marketing