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

2. 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

3. 01: INTRODUCTION

4. ABOUT US

5. 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.

6. 02: OVERVIEW

7. CUSTOMER ACQUISITION FOR STARTUPS

8. 3 WAYS TO ACQUIRE CUSTOMERS1
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

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

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

11. BULLSEYE FRAMEWORK

12. 03: WHO ARE YOU TARGETING?

13. 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?

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

15. 04: WHAT ARE YOU SELLING?

16. 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?

17. 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

18. 05: HOW DO YOU EXECUTE?

19. 3 WAYS TO ACQUIRE CUSTOMERS1
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

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

21. 06: INBOUND

22. WEBSITE CONTENT ONLINE ADS EMAIL SOCIAL

23. 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

24. 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

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

26. SEO

27.
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”

28. 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

29. 07: OUTBOUND

30.
ADS
PHONE

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

32. 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

33. KEY PRINCIPLES FOR OUTBOUND1 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
-led
Don’t start with the phone – only call people who respond positively to a brief introductory 4
Be “politely persistent”
Make multiple attempts to contact, don’t give up too easily

34. 08: ACCOUNT BASED MARKETING

35. WHY ABM AND WHY NOW?
In Standard Outbound Lead Generation we target 100s of individuals (leads) with one lead generation message using one channel ( ).
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, s and ads to the individual recipient.
using a number of channels in addition to 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.

36. 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, , 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 , phone, ads but not direct mail.
ABM
O/B
Outbound Lead Generation
Targeting broader range of companies, generic messaging based on role or industry, based
1:M
Broadcast marketing & inbound lead gen
One-size-fits-all messages, large numbers of contacts on big lists, inbound marketing leads …

37. 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).

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

39. ADDITIONAL SLIDES

40. 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 s
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

41. 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

42. 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

43. 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?

44. INSIDE SALES TEAM STRUCTURE

45. CUSTOMER ACQUISITION FOR STARTUPS

46. PRIMARY SOURCES OF SALES FOR SAAS COMPANIES (2018 SURVEY)