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DIGITAL MARKETING FOR
STARTUPS

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Motarme Introduction

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Michael White, Motarme
• Motarme
• Singularity
• Siemens
• Deloitte
• Marrakech
• Elavon
• Misys
B2B Technology Marketing
•Lead Generation Consultancy
•Marketing Automation

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“ We have seen for ourselves how a solid
strategy has helped to drive traffic to our
site and generate sales leads.”
“ 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.”
“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.”
“Generating leads online is now a
central part of our sales strategy.”
About Us

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Digital Marketing for Startups

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

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

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Why Focus on Online Marketing?

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First – What is Online Marketing?

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

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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
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

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• 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
• 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

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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.
of the buying process is completed
before talking to a vendor.
58% –
70%

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Using Digital Marketing To Drive Sales

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

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ABC, 1234
Bring
people to
your
website
Bring
people to
your
website
TrafficTraffic
Persuade them
to pay for your
service
Persuade them
to pay for your
service
SubscriptionSubscription
Convince them to
renew each year –
retain your
customers
Convince them to
renew each year –
retain your
customers
RetentionRetentionConversionConversion
Persuade
them to sign-
up, register or
download
Persuade
them to sign-
up, register or
download

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A: Your Value Proposition
 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?

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B: Your Target Buyers
 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?

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C: Your Acquisition Process
Bring
people to
your
website
Bring
people to
your
website
TrafficTraffic
Persuade them
to pay for your
service
Persuade them
to pay for your
service
SubscriptionSubscription
Convince them to
renew each year –
retain your
customers
Convince them to
renew each year –
retain your
customers
RetentionRetentionConversionConversion
Persuade
them to sign-
up, register or
download
Persuade
them to sign-
up, register or
download

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4 Key Steps for Customer Acquisition
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Traffic Conversion Subscription Retention
Bring
people to
your
website
Bring
people to
your
website
TrafficTraffic
Persuade them
to pay for your
service
Persuade them
to pay for your
service
SubscriptionSubscription
Convince them to
renew each year –
retain your
customers
Convince them to
renew each year –
retain your
customers
RetentionRetentionConversionConversion
Persuade
them to sign-
up, register or
download
Persuade
them to sign-
up, register or
download

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4 Key Steps for Customer Acquisition
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Bring
people to
your
website
Bring
people to
your
website
Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
Persuade them
to pay for your
service
Persuade them
to pay for your
service
Convince them to
renew each year –
retain your
customers
Convince them to
renew each year –
retain your
customers
TrafficTraffic ConversionConversion PurchasePurchase RetentionRetention

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Step 1: Drive Traffic to Your Website
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Bring
people to
your
website
Bring
people to
your
website
TrafficTraffic Content
Pay-per-
click
Search Engine
Optimization
Social Media
Email
Marketing

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Step 1: Drive Traffic to Your Website
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Bring
people to
your
website
Bring
people to
your
website
TrafficTraffic
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

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4 Key Steps for Customer Acquisition
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Conversion
ConversionConversion
Persuade
them to sign-
up, register or
download
Persuade
them to sign-
up, register or
download

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Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
ConversionConversion
Step 2: Convert Those Visitors
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Content
Free Trial or Demo
Typically you can get people to register for 2 reasons –
to trial your product or to access content

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Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
ConversionConversion
Step 2: Convert Those Visitors
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Reflect your target
customers
Social proof and
Trust Anchors
For more, see Motarme Guide to B2B website design on
www.slideshare.net/motarme

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Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
ConversionConversion
Step 2: Convert Those Visitors
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Use Landing Pages
to convert traffic
Clear ‘Calls to
Action’

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Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
ConversionConversion
Step 2: Convert Those Visitors
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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

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Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
ConversionConversion
Step 2: Convert Those Visitors
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7 Principles of
Conversion
Centered Design

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Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
ConversionConversion
Step 2: Convert Those Visitors
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Persuade
them to sign-
up, register,
download
Persuade
them to sign-
up, register,
download
ConversionConversion
Step 2: Convert Those Visitors
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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/

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Persuade them
to pay for your
service
Persuade them
to pay for your
service
PurchasePurchase
Step 3: Persuade them to purchase
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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

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Step 2: Convert Those Visitors
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Automated Follow-up – AKA “Lead Nurturing”
Persuade them
to pay for your
service
Persuade them
to pay for your
service
PurchasePurchase
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EmailEmail
NewsletterNewsletter
Case
study
Case
study
EmailEmail
Nurture track 1
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EmailEmail
White
paper
White
paper
WebinarWebinar
CallCall
Nurture track 2
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CallCall
EmailEmail
WebinarWebinar
ebookebook
Nurture track 3

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Convince them to
renew each year –
retain your
customers
Convince them to
renew each year –
retain your
customers
RetentionRetention
Step 4: Retain Your Customers
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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

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7. Execute and Assess

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• 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

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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

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8. Growth Hacking

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• 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

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• 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

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9. Resources

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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

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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

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