STARTUP GUIDE TO PROMOTION / DIGITAL MARKETING Michael White 8 Oct 2019

08 07 06 05 04 03 02 01 AGENDA ABM OUTBOUND INBOUND HOW DO YOU EXECUTE? 05 WHAT ARE YOU SELLING? 04 WHO ARE YOU TARGETING? 03 OVERVIEW 02 INTRODUCTION 01

01: INTRODUCTION

ABOUT US

ABOUT ME Co-founder Motarme Product Manager 10+ Years Tech Marketing 10+ years software dev Product Manager Consultant Software Developer We setup our company, Motarme, in 2011 We are building a web-based system for Marketing Automation which went live in September last year and since then we’ve been selling our first licenses. We also provide consulting on web marketing for B2B technology firms Our clients include Siemens, Atos and about 40 technology and software firms. Before setting up Motarme I was Head of Marketing at Singularity, and prior to that I worked with Siemens, Deloitte, Misys Corporation among others.

02: OVERVIEW

CUSTOMER ACQUISITION FOR STARTUPS

3 WAYS TO ACQUIRE CUSTOMERS 1 Inbound (“Nets”) 2 Outbound (“Spears”) 3 Referrals (“Seeds”) And this are some client quotes Inbound (“Nets”) – bring customers to you online. 1 2 Outbound (“Spears”) –identifying prospects and contacting them directly. 3 Referrals –Word of Mouth from your existing customers

INBOUND LEAD GENERATION Online Ads Web traffic Social Media € $ £

OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Prospect Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals

BULLSEYE FRAMEWORK

03: WHO ARE YOU TARGETING?

WHO ARE YOU TARGETING? Who is your ideal customer? What is their Industry? Typical size (staff, revenue)? Role(s) - Personas? Do they have any other characteristics that help you target them? Can you prepare a list of names? What is their “Pain point” – what problem can you help them solve?

WHO ARE YOU TARGETING? Could be multiple “personas” Decision maker Economic buyer End User Influencer IT gatekeeper

04: WHAT ARE YOU SELLING?

WHAT IS YOUR VALUE PROPOSITION? Why should I buy something from you? What value do you deliver? How quickly can I see the value? Why is your product better than competitors? Why is it better than what I do at the moment?

WHAT IS YOUR VALUE PROPOSITION? A value proposition is a clear statement of the tangible results a customer gets from using your products or services. It’s outcome focussed and stresses the business value of what you have to offer If you can’t demonstrate superior value then customers will choose based on price

05: HOW DO YOU EXECUTE?

3 WAYS TO ACQUIRE CUSTOMERS 1 Inbound (“Nets”) 2 Outbound (“Spears”) 3 Referrals (“Seeds”) And this are some client quotes Inbound (“Nets”) – bring customers to you online. 1 2 Outbound (“Spears”) –identify prospects and contact them directly. 3 Referrals –Word of Mouth from your existing customers

GO TO MARKET Pipeline Inbound leads Outbound leads Web Direct Mail Social media Pipeline Outbound email Inbound leads Outbound leads Display ads And this are some client quotes Pay Per Click Phone Display Ads Email

06: INBOUND

WEBSITE CONTENT ONLINE ADS EMAIL SOCIAL

WEBSITE User Centred Design - from “outside in” What information do visitors want? What do you want them to do? – Most Wanted Action Design each page to encourage interaction – Calls to Action Have landing pages for conversion Make it Search Engine Optimization ready

CONTENT Digital marketing is like fishing Content is your “bait” – videos, case studies, infographics, blog posts … Different buyers need different types of content Overview, technical detail, financial impact … Can ask visitors to register for some high value content e.g. a webinar, white paper

ONLINE ADS Pay-per-click ads (e.g. Google PPC) Display ads and retargeting (e.g. Adroll) LinkedIn ads & promotion

SEO

EMAIL Mailchimp, Constant Contact, Campaign Monitor Or Hubspot, Marketo etc. Check out GDPR requirements Benefits, bullet points and brevity Clear call to action Careful with use of graphics Use “you” and “your”

SOCIAL Choose where to focus – LinkedIn, Twitter, Facebook, Instagram … Identify influencers Optimize all profiles Driven by sharing compelling content, images, video Use posts to draw traffic back to your ‘hub’ – usually your website, specifically landing page

07: OUTBOUND

EMAIL ADS PHONE

OUTBOUND LEAD GENERATION “Cold calling 2.0” funnel Prepare Define Your “Ideal Target Profile” Identify Target Accounts Generate Contacts Prospect Send Cold Emails Work Reponses Calls / Demos Begin Sales Cycle New Sales Opps Closed Deals

WHY YOU NEED OUTBOUND If your product is new or may not be enough web search traffic to generate online leads If you are targeting a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product. 1 2 Inbound leads (from your website) tend to have been looking at competitor sites. This means web based leads can sometimes be lower quality. Speed of impact – you can get an outbound lead generation process up and running and generating leads within 7 days. 4 3

KEY PRINCIPLES FOR OUTBOUND 1 2 Accuracy of Targeting Identify people who are a good fit, get accurate contact details Factory-type process Production-line approach to lead generation, many steps automated 3 Email-led Don’t start with the phone – only call people who respond positively to a brief introductory email 4 Be “politely persistent” Make multiple attempts to contact, don’t give up too easily

08: ACCOUNT BASED MARKETING

WHY ABM AND WHY NOW? In Standard Outbound Lead Generation we target 100s of individuals (leads) with one lead generation message using one channel (email). ABM means targeting multiple individuals from the same organisation (an ‘account’) by Picking a subset of strategic accounts – e.g. 5, 10 or 20 accounts with 5 to 10 people per account. Preparing a specific message tailored to each organisation and personalising messages, emails and ads to the individual recipient. using a number of channels in addition to email e.g. online display ads, direct mail, telephone follow-up, LinkedIn ads. ABM takes more time to setup and manage. ABM produces higher response rates and bigger (higher value) opportunities. It is the future of lead generation.

ACCOUNT BASED MARKETING ABM FOR TARGETING YOUR TOP STRATEGIC ACCOUNTS ABM One-to-One Top Priority Strategic Accounts Direct sales connection to decision makers at top priority accounts, one-to-one personalization, mixture of direct mail, email, phone and online ads 1:1 ABM Lite Strategic Accounts Next tier of accounts, not full individual personalization of each message, but customized per company. Still use mixture of email, phone, ads but not direct mail. ABM O/B Outbound Lead Generation Targeting broader range of companies, generic messaging based on role or industry, email based 1:M Broadcast marketing & inbound lead gen One-size-fits-all messages, large numbers of contacts on big lists, inbound marketing leads …

WHY ABM NOW? SHIFT TO MULTI-CHANNEL, EASE OF AUTOMATION INBOUND - results are flattening out. OUTBOUND – single channel means difficult to cut through noise. ABM NOW because Efficiency and focus – enables companies to focus time and resources on best accounts / prospects. Move from single channel to multi-channel. Move from broadcast to 1-to-1 personalisation. Move from transactional ‘lead gen’ to longer term account relationship. Higher close rates, bigger Sales. Supported by new technologies (intent data, ad display tech, digitized direct mail).

THANK YOU Motarme Sales and Marketing Technology W: www.motarme.com Twitter: @motarme

ADDITIONAL SLIDES

Persuade them to sign-up, register, CONVERSION Persuade them to sign-up, register, download Steps for Increasing Conversions Clear Value Proposition – why they should sign-up today Home page design – reflect your buyers , provide proof Landing pages – funnel traffic to particular pages on site Clear “Calls to Action” – offer something of value A/B Testing – split test your main landing pages “Nurturing” and Lead management Analysis of Visitor Behavior – who, where from, what … Removal of “Friction” – all the reasons a visitor might not want to complete the action: Worried if website is legit Don’t want spam emails Don’t want to be hassled by sales calls Use your website to convert traffic Value proposition Reflect the buyer Home page design Calls to action Landing page Lead capture Follow-up http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors

Persuade them to sign-up, register, CONVERSION Persuade them to sign-up, register, download 7 Principles of Conversion Centered Design Use your website to convert traffic Value proposition Reflect the buyer Home page design Calls to action Landing page Lead capture Follow-up

Persuade them to sign-up, register, CONVERSION Persuade them to sign-up, register, download Use your website to convert traffic Value proposition Reflect the buyer Home page design Calls to action Landing page Lead capture Follow-up

ACQUIRING CUSTOMERS Focus: How early stage technology companies can use Digital Marketing to generate leads and acquire customers. Your Customers today Potential customers who are already aware of your business ? What’s the best way to find, connect with and convert potential new customers who are not aware of your company?

INSIDE SALES TEAM STRUCTURE

CUSTOMER ACQUISITION FOR STARTUPS

PRIMARY SOURCES OF SALES FOR SAAS COMPANIES (2018 SURVEY) https://www.forentrepreneurs.com/2018-saas-private-survey-results-part-1/