Navigating Startup Marketing@sydneylai

@sydneylaiPassionate: psychology behind marketing - click & buy damn it

Background: community manager, marketing manager, product marketing lead

Industries: B2B, VC, SaaS, aerospace, VR

Fave emoji: “Creepy Murder Stalker”

Fave emoji: “Creepy Murder Stalker”

Why Should You Care?

Unimpressed By Marketers

They Don’t Understand

How vs. What

What We Think Marketing Is

What We Didn’t Realize Was Marketing

What I Didn’t Know When I StartedDifferences between:➤ B2B vs B2C➤ Startup vs Tech Company➤ Generalist vs Specialist➤ Marketing Managers:

➤ content marketer➤ social media manager➤ ads manager➤ community manager➤ email marketer➤ product marketing manager

➤ Trends: “growth-hacker”, “data-driven”

B2C vs B2B

B2C vs B2B

Strategies Align With Industry

Type of business >> Acquisition channelPublishing >> FB, SEO, emailE-commerce >> paid social, Adwords,Social network/B2C app >> social/internal viralitySaaS >> all of the above!Enterprise companies >> partnerships, board members

Startups vs. Tech Companies

Generalist vs. Specialist

Marketing ManagersInbound Marketing ManagerSocial Media/Community ManagerBlog ManagerContent Marketing ManagerSEO Manager Email Marketing ManagerProduct Marketing ManagerPaid Marketing ManagerPublic Relations/Media Relations Manager"Data-driven Marketer”"Growth-hacker"

Track Performance

Growth Hacking

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Growth Hacking

Growth Hacking

Inbound Marketing

Inbound Marketing

Email Marketer

Tools I’ve UsedEmail: MailchimpSocial: Buffer, HootsuiteAnalytics: Google Analytics, MixpanelA/B testing: OptimizelyLanding Pages: UnbounceOperations: Asana, Trello, Gantt chartsDesign: Canva, SketchCoded templates: html, css, jsSales Integration: SalesforceMarketing tool: HubspotGolden nugget: Excel Spreadsheet

What Makes A Good Marketer?

Stay relevant. Learn newest marketing techniquesBe shady. Jk but do think outside the boxGooooalllllll. Be metric/goal driven

Getting the Job

1. What is your skill set?

2. What sector? B2B vs B2C

3. Marketing Portfolio

1st Day on the Job

1. What sector? B2B vs B2C

2. What marketing activities already started?

3. Establish KPI, track, start with one marketing strategy first

Growth StudyMint.com (acquired in 2 years)

9 month pre-launch strategyLots of written content and infographics to be shared on Reddit, Digg, Facebook, etcQ&A w/finance bloggers (or tech journalists with a big reach)Email box at the end of every single blogpost - acquired 20k-30k emailsTo get Mint first, bloggers put the “I want Mint” badge on their blogFounders spent one week out of every two months on a press tour (They hired a PR agency to help w/this, but you can do press w/out) - PR sometimes added 20K signups a day post-launch“Mint answers” section answered questions about finance (by experts)SEO “For every popular finance query on Google, we had a page and content for it, and iterated landing pages to optimize conversions”Cost of user acquisition was under $1

Ask Me Questions

@sydneylai