5 things startup marketers can teach big companies
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5 Things Startup Marketers Can Teach Big Companies: 1) Startup marketers view marketing as owning the entire customer lifecycle rather than just lead generation for sales. 2) They focus on lifetime customer value rather than just individual deals. 3) They use agile marketing practices like rapid testing and iteration. 4) Marketing is integrated across functions like product and engineering rather than isolated. 5) Startup marketers rely heavily on real-time data to inform decisions rather than opinions.
5 things startup marketers can teach big companies
- 1. 5 Things Startup Marketers Can Teach Big Companies April Dunford Managing Director RocketScope rocketscope.com @aprildunford
- 2. About Me: April Dunford Startup Marketing: ¨C Janna Systems (Acq. by Siebel $1.3B), DataMirror (Acq. by IBM), KL Group (Acq. by Quest), Watcom (Acq. by Sybase), Infobright Big Companies: ¨C IBM (Global head of II Marketing, launched, grew to $250M), Siebel (Global Marketing Fin Serv. Solutions, $800M), Huawei (Global Enterprise launch $1 - $4B) RocketWatcher: ¨C Startup marketing blog Communitech: ¨C Entrepreneur in Residence RocketScope: ¨C Marketing best practices for high growth
- 3. Once Upon a Time¡ Big Companies did all the ¡°Great Marketing¡±
- 4. So startups did big company marketing (badly) Big Company Startup Full page print ads Quarter page print ads Gigantic trade show booth at the Tiny trade show booth by the toilet entrance The 40 city roadshow The 5 city roadshow (that did not stop in NYC) Press Releases ¨C covered in WSJ Press Releases ¨C covered in the local paper (Hi Mom!) Sponsor a Formula1 car Sponsor a local motocross racer Television ads Feel depressed about TV
- 5. Then the World Changed (thank goodness)
- 6. Customers Changed They noticed that marketing sucks ¨C Untargeted ¨C Interrupt-driven ¨C Way too pushy They avoid vendors ¨C They talk to each other ¨C They would sooner talk to a stranger than a vendor We are experts at ignoring marketing Graphic by Marketoonist: http://tomfishburne.com/2012/10/innovation-worth-sharing-two-day-workshop-in-dubai.html
- 7. Startups Changed New Business Models ¨C SaaS, freemium, ad/sponsorship supported, data as the product, Crowdfunding New Operational Models ¨C Lean Startup, Agile Development, Crowdsourcing Steve Blank: ¡°Startups are not smaller versions of big companies¡±
- 8. Marketing Changed Old New Big Community, Big Big Budget, Big Impact Impact Push Marketing Pull Marketing Spray and Pray Target, Measure, Improve Authority Authenticity Control Collaboration Paid Media Earned Media
- 9. Change is Harder for Big Companies Deep expertise in the old stuff Executives are not digital-savvy Low risk tolerance (a lot to lose) Cross-silo collaboration is very hard Long planning cycles "In times of rapid change, experience is your worst enemy.¡± ¨C J Paul Getty
- 10. 5 Things Startup Marketers Can Teach Big Companies
- 11. 1/ Marketing Eats Sales In the good ol¡¯ days, Sales had it under control¡. Sales Nobody No Need Eval Buy Enjoy Renew need Cust. Serv.
- 12. 1/ Marketing Eats Sales Marketing Owns the Customer Lifecycle Sales/ Cust. Serv./ Marketing Marketing Marketing Marketing No Need Eval Buy Enjoy Renew need Marketing Must be Accountable for Revenue
- 13. 2: Lifetime Value Vs. ¡°Deals¡± SaaS/Subscription-based business models are based on lifetime value of a customer Activation, Retention, Renewal and Referral are critical This thinking is moving into non- SaaS businesses The rise of the ¡°Customer Success¡± team Customer Success is Business Success From David Skok, Matrix Partners: forentrepreneurs.com
- 14. 3: Agile + Marketing = Results Less focus on long term planning Breaking into smaller projects Focus on functioning output Allows for changing requirements Cross-functional teams Publically commit to goals Daily standup meetings Agile makes Marketing Results-Focused
- 15. 4: Marketing is no longer a Department Cross-functional including: ¨C Product, Development, IT, Sales, Customer Service What this enables ¨C Fast hacking of customer acquisition channels ¨C Marketing baked into product ¨C Fast iteration of landing pages, content, messaging The term ¡°Marketing¡± has branding baggage
- 16. 5: Data = Speed Startup Marketers execute, measure, analyze, iterate No Tools? Hack it. Real time data (or as close as we can get) Visibility into what¡¯s working and what isn¡¯t right now Data quickly trumps opinions
- 17. Revenue accountability New Phases of Marketing Maturity Marketing Machine Predictable marketing Building an Engine revenue Building a performance pipeline model Dashboards Experimenting Some metrics Some revenue accountability Fluff Unmeasured branding & awareness Agility
- 18. Thanks! Marketing Best Practices: RocketScope.com Startup Marketing: RocketWatcher.com Twitter: @aprildunford Email: April@rocketscope.com