Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.

1. DIGITAL MARKETING FOR
STARTUPS

2. Motarme Introduction

3. 2
Michael White, Motarme
• Motarme
• Singularity
• Siemens
• Deloitte
• Marrakech
• Elavon
• Misys
B2B Technology Marketing
• Marketing & Lead Generation Consultancy
• Web Marketing Services
• Sales & Marketing Automation Software

4. 3
“ We have seen for ourselves how a
solid strategy has helped to drive traffic
to our site and generate sales leads.”
Caolan Bushell
Business Development Manager
Mergon Group
Barry Rooney
Chief Operations Officer
Siemens ITSS
“Motarme delivered real,
measurable results in a short
timeframe – sales and contacts from
our target audience at Tier 1
companies.”
Joe Lynch
General Manager
IMEC Technologies
“Generating leads online is now a
central part of our sales strategy.”
About Us

5. Digital Marketing for Startups

6. 5
5
Acquiring Customers
Your
Customers
today
Potential
customers who
are aware of
your business
?
What’s the best way
to connect and
convert potential
customers who are
not aware of your
company?

7. 6
What is Marketing?
Sales Leads Awareness
Marketing

8. 7
What is Marketing?
• Generate awareness among potential customers
• Generate awareness among influencers – analysts, journalists
• Generate leads that convert to business
• Acquire and manage partners so they become a source of revenue
• Communicate with customers to increase retention and up-sell
• Monitor and react to competitors
• Monitor and react to trends in our core market
THE PURPOSE OF MARKEITNG
Marketing – Demand Generation Sales – Conversion and closure

9. 8
Marketing Plan Structure
MARKETING
ONLINE
OFFLINE
OUTBOUND LEAD GENERATION2
1
1
2
• Content
• Website
• Pay-per-click advertising
• Search Engine Optimization
• Email marketing / newsletters
• Social media marketing
• Display ads & retargeting
BUDGET AND RESOURCING3
TEAM STRUCTURES4
SCHEDULE5
• PR
• Analyst Relations
• Tradeshows
• Advertising – print

10. 9
A Repeatable
Customer Acquisition
Process
Our Goal
Predictable1
2 Scalable
3 Automatable

11. 1010
Digital Marketing for Startups
Where do you start?
A simple Framework

12. Why Focus on Online Marketing?

13. 12
12
First – What is Online Marketing?
Offline
Press ads
PR
Website
Google ads
Social Media
Email
Direct Mail
Tradeshows
Analyst Relations
Online

14. 13
13
2
3
4
5
1
47%
Source: DemandBase and Focus.com, 2011
Lead Generation is Moving Online
4 of the top 5 lead sources are online

15. 1414
This is the way businesses buy today
A survey of B2B buyers
in Europe found that
websites, web
searches and email
made up 3 of the top 4
information sources
when carrying out a
purchase
Source:
2011 BuyerSphere
survey

16. 15
15
• Buyers are doing most of their initial research online before initiating conversations
with vendors and are better informed at an earlier stage.
• We're moving from a focus on traditional techniques like press advertising, mail shots
and cold calling, to techniques based on websites, ‘content-based’ marketing and
automated marketing.
• Survey of 4,000 B2B technology
buyers in the US
• 80% said they found the
vendor, not the other way round.
Source: MarketingSherpa
This is the way businesses buy today

17. 16
16
More of The Buying Process Happens Online
Savo Group Research Study 2012
via PepperGlobal.com
• 41% of Business Buyers said they engaged with sales only after their initial research
was conducted
• 25% said they initiated contact after they had already established a preferred list of
vendors
Source: DemandGen White Paper “The New BtoB Path to Purchase”, 2012
of the buying process is completed
before talking to a vendor.
58% –
70%

18. 17
Why You Need Outbound As Well As Inbound
If your product category is mature then potential customers will be searching
for it online.
For example, CRM is a mature category. People who want a CRM solution will
search online for relevant terms.
So CRM vendors should concentrate on inbound marketing for online lead
generation.
If your product category is new, or you operate in a highly vertical/niche
market then potential buyers may not be aware of or searching for your type of
product.
In that case, you will have to reach out to them in a targeted, efficient and cost
effective process – Outbound Lead Generation
Outbound Lead Generation can sometimes produce faster results.
For certain industries Outbound channels may be more effective than some
inbound channels – see next 2 slides
1
2
3

19. 18
The 3 Types of Lead
1
2
3
1. Outbound leads (“Spears”) – leads you create by identifying prospects and
contacting them directly.
2. Inbound Leads (“Nets”) – leads you generate online.
3. Referrals – leads you generate through Word of Mouth.
1
2
3

20. Using Digital Marketing To Drive Sales

21. 2020
Increase Lead Generation, Increase Sales
Generate more leads at the
top of the sales funnel using
Digital Marketing
Use simple processes to
categorise and nurture these
leads so more of them convert
to sales
€ $ £
1
2

22. 2121
ABC, 1234
“What are you selling?”
Your Value Proposition
“Who are you selling
to?”
Your target buyers
A B
“How will you sell?”
Your customer
acquisition process
C
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

23. 22
22
A: Your Value Proposition
“Who are you selling
to?”
Your target buyers
“How will you sell?”
Your acquisition process
B C
 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?
Value Proposition:
Why should I buy something from you?
“What are you selling?”
Your Value Proposition
A

24. 2323
B: Your Target Buyers
“What are you selling?”
Your Value Proposition
“Who are you selling
to?”
Your target buyers
“How will you sell?”
Your acquisition process
A B C
 What do they want?
 What do they like and dislike?
 Where are they (countries, languages)
 What industry sectors?
 What types of organisation? Size, location ...
 What are their typical roles or titles?
 Where do they hang out online?
Who are your buyers?

25. 2424
C: Your Acquisition Process
“What are you selling?”
Your Value Proposition
“Who are you selling
to?”
Your target buyers
A B
“How will you sell?”
Your customer
acquisition process
C
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

26. 25
4 Key Steps for Customer Acquisition
25
Traffic
1
Conversion
2
Subscription
3
Retention
4
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

27. 26
4 Key Steps for Customer Acquisition
26
Bring
people to
your
website
Persuade
them to sign-
up, register,
download
Persuade them
to pay for your
service
1 2 3
Convince them to
renew each year –
retain your
customers
4
Traffic Conversion Purchase Retention
Use online
marketing to
drive traffic
-SEO
- Pay-per-click
- Social media
-Email
-PR
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Use your product to
persuade them to buy
- Define a process
- Demonstrate value
- Product can sell itself
Easy to use
- Don’t let them figure
things out alone
- Increasing
usefulness
Ensure they remain
customers through a
retention process
- Define a process for
‘renewals’
-Remind customers
regularly of the value
you deliver
- Contact them in
advance of renewal

28. 27
Step 1: Drive Traffic to Your Website
27
Bring
people to
your
website
1
Traffic
Use online
marketing to
drive traffic
-Content
-SEO
- Social media
-Pay-per-click
-Email
Content1
Pay-per-click2
Search Engine
Optimization
3
Social Media
4
Email Marketing
5

29. 28
Step 1: Drive Traffic to Your Website
28
Bring
people to
your
website
1
Traffic
Use online
marketing to
drive traffic
-Content
-SEO
- Social media
-Pay-per-click
-Email
1. Content Production
1. What are your customers interested in?
2. Text based documents – white papers, case studies
3. Image based – infographics, presentations, photographs
4. Video
5. Blogs – mixture of text, image, video
2. PPC
3. Search Engine Optimization
1. Keyword analysis & selection of best keywords to target
2. On page SEO – update website structure and settings
3. Off-page – Link Building
4. Social Media Marketing
1. Identify influencers
2. Actions for LI, G+, FB, Twitter, Slideshare, YouTube
5. Email
6. Paid Online Advertising (non PPC)
1. Display
2. Syndication
Steps for Increasing Web Traffic

30. 29
4 Key Steps for Customer Acquisition
29
Traffic
1
Conversion
2
Subscription
3
Retention
4
Bring
people to
your
website
1
Traffic
Persuade them
to pay for your
service
3
Subscription
Convince them to
renew each year –
retain your
customers
4
Retention
2
Conversion
Persuade
them to sign-
up, register or
download

31. 30
Persuade
them to sign-
up, register,
download
2
Conversion
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Step 2: Convert Those Visitors
30
Content
Free Trial or Demo
1
2
Typically you can get people to register for 2 reasons –
to trial your product or to access content

32. 31
Persuade
them to sign-
up, register,
download
2
Conversion
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Step 2: Convert Those Visitors
31
Reflect your target
customers
Social proof and
Trust Anchors
1
2
For more, see Motarme Guide to B2B website design on
www.slideshare.net/motarme

33. 32
Persuade
them to sign-
up, register,
download
2
Conversion
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Step 2: Convert Those Visitors
32
Use Landing Pages
to convert traffic
3
Clear ‘Calls to
Action’
4

34. 33
Persuade
them to sign-
up, register,
download
2
Conversion
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Step 2: Convert Those Visitors
33
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

35. 34
Persuade
them to sign-
up, register,
download
2
Conversion
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Step 2: Convert Those Visitors
34
7 Principles of
Conversion
Centered Design

36. 35
Persuade
them to sign-
up, register,
download
2
Conversion
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Step 2: Convert Those Visitors
35

37. 36
Persuade
them to sign-
up, register,
download
2
Conversion
Use your website
to convert traffic
- Value
proposition
- Reflect the buyer
-Home page
design
-Calls to action
- Landing page
- Lead capture
- Follow-up
Step 2: Convert Those Visitors
36
1. Sliders
2. Visual confusion
3. You’re not where they’re
looking
Design
1. Sketchy testimonials
2. No product/company reviews
Social Proofs
1. Rounding numbers
2. Trust badges
3. Inconsistent messaging
4. Offers disappear
Trust Issues
1. Not fixing what matters
Conversion Killer
http://unbounce.com/conversion-rate-
optimization/10-conversion-killers-and-the-
hacks-to-fix-them/

38. 37
Step 2: Convert Those Visitors
37
Automated Follow-up – AKA “Lead Nurturing”
Persuade them
to pay for your
service
3
Purchase
Use your product to
persuade them to buy
- Define a process
- Demonstrate value
- Product can sell itself
Easy to use
- Don’t let them figure
things out alone
- Increasing
usefulness
20
Email
Newsletter
Case
study
Email
Nurture track 1
30
Email
White
paper
Webinar
Call
Nurture track 2
40
Call
Email
Webinar
ebook
Nurture track 3

39. 38
Persuade them
to pay for your
service
3
Purchase
Use your product to
persuade them to buy
- Define a process
- Demonstrate value
- Product can sell itself
Easy to use
- Don’t let them figure
things out alone
- Increasing
usefulness
Step 3: Persuade them to purchase
38
1. Demonstrate value early and often – within minutes, hours, not
weeks
2. Encourage use – especially with web based products, the more
they use, the harder it is to leave.
3. Call them – don’t try to automate too much at the start – talk to
your prospects so you understand what they like and what they
don’t like
4. Keep entry price point low – have a low price for getting started
(with option to ramp up the price with usage/time)
5. Make it easy to buy – accept payements online, make sign-up
process as simple as possible, remove any unneccessary steps, test
with your customers
Persuade Visitors to Purchase

40. 39
Convince them to
renew each year –
retain your
customers
4
Retention
Ensure they remain
customers through a
retention process
- Define a process for
‘renewals’
-Remind customers
regularly of the value
you deliver
- Contact them in
advance of renewal
Step 4: Retain Your Customers
39
1. Never stop selling to your customers – constantly remind them of
the value you provide
2. Monitor their usage – if their activity slows up, or their account
becomes dormant get in touch quickly to see how you can help
and encourage them to reactivate
3. Survey customers on a regular basis to see if they are satisfied and
to identify causes of dissatisfaction
4. Dedicated “renewals” team – for larger companies, have a
dedicated ‘renewals’ team
Retention

41. Outbound

42. 41
The 3 Types of Lead
1
2
3
1. Outbound leads (“Spears”) – leads you create by identifying prospects and
contacting them directly.
2. Inbound Leads (“Nets”) – leads you generate online.
3. Referrals – leads you generate through Word of Mouth.
1
2
3

43. 42
Focus on Inbound and Outbound
€ $ £
1 2

44. 43
1. Outbound Lead Generation
Outbound Lead
Generation
1
In ‘Predictable Revenue’ Aaron Ross (ex Salesforce) describes a
systematic approach to identify and make contact with prospects.

45. 44
The ‘Predictable Revenue’ approach can be automated, tracked and
managed – a systematic, repeatable and measurable process.
Outbound Lead
Generation
1
1. Outbound Lead Generation

46. 45
Inside Sales

47. 7. Execute and Assess

48. 47
• What does success look like?
• How many positive responses indicate demand?
• Rules of thumb – email open rates of 15% or above; 4% to 8% registration rates (for B2B); up to 30%
conversion rates for B2C; CTR above 1.2% on adwords campaigns
• Can you extrapolate from test – do you have some predictable, repeatable traffic?
Execute and Assess

49. 48
Instrumentation
• Make sure you can see what’s going on
• Traffic volume, sources
• Lead volume, sources, quality
• Cost per lead, cost per sale (aka Customer Acquisition Cost - CAC)
Execute and Assess

50. 8. Growth Hacking

51. 50
• Term coined by Sean Ellis, ex VP Marketing at Dropbox
• Using a combination of Marketing tools, product feature
changes, analytics and experimentation to drive growth
• Focus on User Growth
• Try to identify opportunities for “virality”
• Generally working with a restricted budget
• Skillset is part marketing, part product development, part
analytics
• Examples:
Growth Hacking

52. 51
• Resource: GrowthHackers.com
• Intro slide deck from Mattan Griffel -
http://www.slideshare.net/mattangriffel/growth-hacking
• Caveat: some of the approaches won’t work for B2B enterprise
Growth Hacking

53. 9. Resources

54. 53
Resources
• MarketingSherpa – fantastic source of advice and information on B2B technology marketing –
www.marketingsherpa.com
• Great presentation “Building a Sales and Marketing” Machine from David Skok, Matrix Partners-
http://www.forentrepreneurs.com/slides-sales-marketing-machine/
• Neil Patel’s blog QuickSprout (www.quicksprout.com) has excellent information on getting found
on the web
• KissMetrics www.kissmetrics.com and ClickTale www.clicktale.com have great blogs
• Scott Brinker, Chief Marketing Technologist blog – www.chiefmartec.com
• Moz.com – great blog on SEO – also check out Bruce Clay www.bruceclay.com
• Growthhackers central resource - http://growthhackers.com/
• Unbounce - http://unbounce.com – tool to build landing pages that you can use when launching a
product
• Lincoln Murphy’s blog Sixteen Ventures - http://sixteenventures.com/ - advice on pricing for SaaS
• Sean Ellis’ advice on Product Market Fit for startups - http://www.startup-marketing.com/the-
startup-pyramid/
• Ryan Gum blog - http://ryangum.com/8-aha-moments-needed-before-marketing-your-
startup/
• Conversion rates - www.widerfunnel.com and www.conversionscientist.com and
www.Conversion-rate-experts.com
Links

55. 54
Books
Resources
Also
• “Crossing the Chasm”, Geoffrey A. Moore – classic guide to product marketing, good
intro to marketing for technologists
• “The Art of SEO” – gets going after about page 80
• “Advanced Google Adwords” by Brad Geddes
• “Web Analytics 2.0” by Avanish Kaushik

56. 55
Thank You
Motarme Marketing Automation
T: +353 1 969 5029
M: +353 86 383 8981
W: www.motarme.com
Twitter: @motarme