Introductory Presentation for Startups - using Digital Marketing to acquire first customers, given on behalf of Catalyst NI. Overview of the structure startups can use to decide which digital tools to use for acquiring customers and when to use them. Discusses ideal customer profiles, your value proposition and then Inbound and Outbound marketing. Finally, the presentation introduces the idea of Account Based Marketing.

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

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

3. 01: INTRODUCTION

4. • Co-founder Motarme
• 10+ Years Tech Marketing and Sales
• 10+ years software dev and implementation
ABOUT ME

5. 02: OVERVIEW

6. 6
Customer Acquisition
CUSTOMER ACQUISITION FOR STARTUPS

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

8. INBOUND LEAD GENERATION
€ $ £
OnlineAds

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

10. BULLSEYE FRAMEWORK

11. 03: WHO ARE YOU TARGETING?

12. • Who is your ideal customer?
• What is their
• Industry?
• Typical size (staff, revenue)?
• Role(s) - Personas?
WHO ARE YOU TARGETING?
• 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?

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

14. 04: WHAT ARE YOU SELLING?

15. 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?

16. 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

17. 05: HOW DO YOU EXECUTE?

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

19. Pipeline
Inbound
leads
Pay Per
Click
Email
Social
media
Display ads
Web
Outbound email
Phone
Direct Mail
Display
Ads
Outbound
leads
GO TO MARKET

20. 06: INBOUND

21. WEBSITE CONTENT ONLINE ADS
SE0 EMAIL SOCIAL

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

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

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

25. SEO

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

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

28. 07: OUTBOUND

29. EMAIL ADS PHONE

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

31. 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.
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.
WHY YOU NEED OUTBOUND
1
3
2
4

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

33. 08: ACCOUNT BASED MARKETING

34. WHY ABM AND WHY NOW?
• In Standard Outbound Lead Generation you 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
a) Picking a subset of strategic accounts – e.g. 5, 10 or 20 accounts with 5 to 10
people per account.
b) Preparing a specific message tailored to each organisation and
c) personalising messages, emails and ads to the individual recipient.
d) 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
is the future of lead generation.

35. ACCOUNT BASED MARKETING
ABM FOR TARGETING YOUR TOP STRATEGIC ACCOUNTS
1:1
1:M
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 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
Outbound Lead Generation
Targeting broader range of companies, generic
messaging based on role or industry, email based
O/B
ABM
Broadcast marketing & inbound lead gen
One-size-fits-all messages, large numbers of contacts on
big lists, inbound marketing leads …

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

37. ADDITIONAL
SLIDES

38. CONVERSION
38
1. Clear Value Proposition – why they should sign-up today
2. Home page design – reflect your buyers , provide proof
3. Landing pages – funnel traffic to particular pages on site
4. Clear “Calls to Action” – offer something of value
5. A/B Testing – split test your main landing pages
6. “Nurturing” and Lead management
7. Analysis of Visitor Behavior – who, where from, what …
8. 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
Steps for Increasing Conversions
http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors
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

39. 39
7 Principles of
Conversion Centered
Design
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

40. 40
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

41. 41
CUSTOMER ACQUISITION FOR STARTUPS

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