SlideShare une entreprise Scribd logo
1  sur  22
Télécharger pour lire hors ligne
Laying A Foundation for 
Startup Growth 
April Dunford, COO, Tulip Retail 
@aprildunford Rocketwatcher.com
Warning: You’re Going to 
Hate this Talk
Everyone Wants 
Marketing Magic
The Trick that Makes 
the Money Appear
On the Surface 
Marketing Seems Easy
The Tactics Are Easy to Learn 
There’s an 
“ultimate” guide 
for anything 
(millions of them)
But Startup Folks Never 
Say Making Money is Easy
Why is This So Hard?
Perfect 
Tactics 
On a 
Flawed 
Foundation 
FAIL
Foundational 
Elements
1 
Deep Understanding 
of your 
Target 
Customer
Target Customer 
Target 
Customer 
Unique 
Qualities 
Specific 
Pain 
Gathering 
Spots 
How 
They 
Learn
Story: How is the CEO of a manufacturing 
plant similar to a banker? They aren’t.
Story: That time my best inside sales rep 
taught me all my marketing programs 
were crap
2 
Clear, 
Customer-Oriented 
Messaging
Messaging 
Message 
What do 
we do? 
Unique 
Value Alternatives 
Proof
Story: Databases aren’t always 
Databases and Neither are 
Integration Platforms
3 Understanding 
The Target 
Customer’s 
Buying 
Process
Understand the Buying Process 
Knowing 
the cost of 
not solving 
the 
problem 
Knowing 
the Value 
of solving 
the 
problem 
Knowing 
the value of 
your 
solution 
Why 
purchase 
now? 
Using and 
enjoy the 
offering 
Knowing I 
can’t do 
without the 
offering 
No Need Need Eval Buy Enjoy Re-new 
Current 
solution 
good 
enough 
Value not 
compelling 
Risks too 
high 
Not 
knowing 
how to 
evaluate 
Great but 
not for me 
I might 
change my 
mind 
Too much 
$ 
Bad 
service, 
Bad user 
experience 
Not using 
Decided 
there was 
no need 
Move to 
other 
solution 
Accelerators 
Friction points
Mapping Tactics to a Buying Process 
Buying Stage 
No Need, Need Eval, Buy Enjoy, Refer, Renew 
What Problem-Focused 
Content/Programs 
Solution-Focused 
Content/Programs 
Activation/ 
Engagement-Focused 
Content, Programs 
Examples Articles/blog posts, 
Industry data, trend 
reports, curated content 
Articles/blog posts, 
webinars, events, case 
studies, ROI calculators, 
advertising 
Support content, How to 
guides, Best practices 
guides Forums, User 
Conferences 
Where Where prospects are Partly where they are, 
partly your turf 
Mainly your turf 
Purpose Educate, Entertain, 
Engage 
Differentiate, move to 
eval or sell 
Experience value, 
create raving fans 
Action Permission to 
“market”: likes, follows, 
newsletter/blog signups 
Permission to “sell”: give 
contact info, trial sign-up, 
purchase 
Renewals, Referrals
Story: How I learned to love 
the Proof Of Concept
Thanks 
@aprildunford 
Slides: 
rocketwatcher.com

Contenu connexe

Tendances

Rocket Watcher VC Fundraising Template
Rocket Watcher VC Fundraising TemplateRocket Watcher VC Fundraising Template
Rocket Watcher VC Fundraising TemplateApril Dunford
 
Messaging 101 for Startups
Messaging 101 for StartupsMessaging 101 for Startups
Messaging 101 for StartupsApril Dunford
 
Be Awesome at Startup Marketing and Sales
Be Awesome at Startup Marketing and SalesBe Awesome at Startup Marketing and Sales
Be Awesome at Startup Marketing and SalesApril Dunford
 
How to achieve a frictionless sale every time
How to achieve a frictionless sale every timeHow to achieve a frictionless sale every time
How to achieve a frictionless sale every timeHeinz Marketing Inc
 
Startup Marketing 101
Startup Marketing 101Startup Marketing 101
Startup Marketing 101April Dunford
 
The Challenger Sale: Commercial Teaching and Your Sales Presentation
The Challenger Sale: Commercial Teaching and Your Sales PresentationThe Challenger Sale: Commercial Teaching and Your Sales Presentation
The Challenger Sale: Commercial Teaching and Your Sales PresentationModicum
 
The Sales Process from A to Z
The Sales Process from A to ZThe Sales Process from A to Z
The Sales Process from A to Zclive price
 
Marketing is Dead (long live product marketing)
Marketing is Dead (long live product marketing)Marketing is Dead (long live product marketing)
Marketing is Dead (long live product marketing)April Dunford
 
SMART Sales System - Module 2: Consultative Selling
SMART Sales System - Module 2: Consultative SellingSMART Sales System - Module 2: Consultative Selling
SMART Sales System - Module 2: Consultative SellingSalesScripter
 
The Road to Becoming an Insight Seller
The Road to Becoming an Insight SellerThe Road to Becoming an Insight Seller
The Road to Becoming an Insight SellerRAIN Group
 
B2B Customer Profile - Sample Questions
B2B Customer Profile - Sample QuestionsB2B Customer Profile - Sample Questions
B2B Customer Profile - Sample QuestionsHeinz Marketing Inc
 
Sales presentation system ppt
Sales presentation system pptSales presentation system ppt
Sales presentation system pptJulia L. Moore
 
Ideas from The Challenger Customer
Ideas from The Challenger CustomerIdeas from The Challenger Customer
Ideas from The Challenger CustomerMark Gibson
 
How to automate B2B sales
How to automate B2B sales How to automate B2B sales
How to automate B2B sales Dan Hnatkovskyy
 
Chp 8 Planning Sales Call ppt
Chp 8 Planning Sales Call pptChp 8 Planning Sales Call ppt
Chp 8 Planning Sales Call pptswhitman1
 
How B2B Selling Works Today
How B2B Selling Works TodayHow B2B Selling Works Today
How B2B Selling Works TodayTara Hagan
 

Tendances (20)

Rocket Watcher VC Fundraising Template
Rocket Watcher VC Fundraising TemplateRocket Watcher VC Fundraising Template
Rocket Watcher VC Fundraising Template
 
Messaging 101 for Startups
Messaging 101 for StartupsMessaging 101 for Startups
Messaging 101 for Startups
 
Be Awesome at Startup Marketing and Sales
Be Awesome at Startup Marketing and SalesBe Awesome at Startup Marketing and Sales
Be Awesome at Startup Marketing and Sales
 
How to achieve a frictionless sale every time
How to achieve a frictionless sale every timeHow to achieve a frictionless sale every time
How to achieve a frictionless sale every time
 
Startup Marketing 101
Startup Marketing 101Startup Marketing 101
Startup Marketing 101
 
Startup Sales 101
Startup Sales 101Startup Sales 101
Startup Sales 101
 
Workshop Traction
Workshop TractionWorkshop Traction
Workshop Traction
 
The Challenger Sale: Commercial Teaching and Your Sales Presentation
The Challenger Sale: Commercial Teaching and Your Sales PresentationThe Challenger Sale: Commercial Teaching and Your Sales Presentation
The Challenger Sale: Commercial Teaching and Your Sales Presentation
 
The Sales Process from A to Z
The Sales Process from A to ZThe Sales Process from A to Z
The Sales Process from A to Z
 
Startup messaging
Startup messagingStartup messaging
Startup messaging
 
Marketing is Dead (long live product marketing)
Marketing is Dead (long live product marketing)Marketing is Dead (long live product marketing)
Marketing is Dead (long live product marketing)
 
SMART Sales System - Module 2: Consultative Selling
SMART Sales System - Module 2: Consultative SellingSMART Sales System - Module 2: Consultative Selling
SMART Sales System - Module 2: Consultative Selling
 
What NOT to Say with Executive Buyers
What NOT to Say with Executive BuyersWhat NOT to Say with Executive Buyers
What NOT to Say with Executive Buyers
 
The Road to Becoming an Insight Seller
The Road to Becoming an Insight SellerThe Road to Becoming an Insight Seller
The Road to Becoming an Insight Seller
 
B2B Customer Profile - Sample Questions
B2B Customer Profile - Sample QuestionsB2B Customer Profile - Sample Questions
B2B Customer Profile - Sample Questions
 
Sales presentation system ppt
Sales presentation system pptSales presentation system ppt
Sales presentation system ppt
 
Ideas from The Challenger Customer
Ideas from The Challenger CustomerIdeas from The Challenger Customer
Ideas from The Challenger Customer
 
How to automate B2B sales
How to automate B2B sales How to automate B2B sales
How to automate B2B sales
 
Chp 8 Planning Sales Call ppt
Chp 8 Planning Sales Call pptChp 8 Planning Sales Call ppt
Chp 8 Planning Sales Call ppt
 
How B2B Selling Works Today
How B2B Selling Works TodayHow B2B Selling Works Today
How B2B Selling Works Today
 

Similaire à Laying a Foundation for Startup Growth

HowtoSell.pdf
HowtoSell.pdfHowtoSell.pdf
HowtoSell.pdfSuShiL S
 
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team Daniel Nilsson
 
How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...
How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...
How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...Traction Conf
 
Building Your Revenue Engine As Your Startup Evolves
Building Your Revenue Engine As Your Startup EvolvesBuilding Your Revenue Engine As Your Startup Evolves
Building Your Revenue Engine As Your Startup EvolvesHana Abaza
 
IPS Selling Skills Presentation Slideshow
IPS Selling Skills Presentation SlideshowIPS Selling Skills Presentation Slideshow
IPS Selling Skills Presentation SlideshowDave Gregory
 
Consultative Selling A Key Skill For An Architect
Consultative Selling A Key Skill For An ArchitectConsultative Selling A Key Skill For An Architect
Consultative Selling A Key Skill For An ArchitectEturnti Consulting Pvt Ltd
 
Sales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableSales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableDalia Asterbadi
 
G Selling At Startups
G Selling At StartupsG Selling At Startups
G Selling At Startupsgabrieler
 
Precision Selling Basics
Precision Selling Basics Precision Selling Basics
Precision Selling Basics Patrick McClure
 
Precision Selling Basics
Precision Selling Basics Precision Selling Basics
Precision Selling Basics Patrick McClure
 
How_to_Design_a_Sales_Process_B2B.pdf
How_to_Design_a_Sales_Process_B2B.pdfHow_to_Design_a_Sales_Process_B2B.pdf
How_to_Design_a_Sales_Process_B2B.pdfprerit23
 
Value based selling
Value based sellingValue based selling
Value based sellingEra Wibowo
 
Getting to Product Market Fit - An Overview of Customer Discovery & Validation
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationGetting to Product Market Fit - An Overview of Customer Discovery & Validation
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationJason Evanish
 
New lead campaign dee allomong
New lead campaign   dee allomongNew lead campaign   dee allomong
New lead campaign dee allomongInfusionsoft
 
7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective SalespeopleJack_Tillman
 
Marketing Strategies That Enable Sales Force Success
Marketing Strategies That Enable Sales Force SuccessMarketing Strategies That Enable Sales Force Success
Marketing Strategies That Enable Sales Force SuccessISA Marketing & Sales Summit
 
Growth marketing for corporates - Intro session - ING innovation leaders
Growth marketing for corporates - Intro session - ING innovation leadersGrowth marketing for corporates - Intro session - ING innovation leaders
Growth marketing for corporates - Intro session - ING innovation leadersGrowth Tribe
 
Small Business Marketing Toolkit
Small Business Marketing ToolkitSmall Business Marketing Toolkit
Small Business Marketing ToolkitCadence Marketing
 

Similaire à Laying a Foundation for Startup Growth (20)

HowtoSell.pdf
HowtoSell.pdfHowtoSell.pdf
HowtoSell.pdf
 
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
 
How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...
How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...
How to Build Your Revenue Engine as Your Startup Evolves by Hana Abaza, VP Ma...
 
Building Your Revenue Engine As Your Startup Evolves
Building Your Revenue Engine As Your Startup EvolvesBuilding Your Revenue Engine As Your Startup Evolves
Building Your Revenue Engine As Your Startup Evolves
 
IPS Selling Skills Presentation Slideshow
IPS Selling Skills Presentation SlideshowIPS Selling Skills Presentation Slideshow
IPS Selling Skills Presentation Slideshow
 
Consultative Selling A Key Skill For An Architect
Consultative Selling A Key Skill For An ArchitectConsultative Selling A Key Skill For An Architect
Consultative Selling A Key Skill For An Architect
 
selling process
selling processselling process
selling process
 
Sales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableSales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociable
 
G Selling At Startups
G Selling At StartupsG Selling At Startups
G Selling At Startups
 
Precision Selling Basics
Precision Selling Basics Precision Selling Basics
Precision Selling Basics
 
Precision Selling Basics
Precision Selling Basics Precision Selling Basics
Precision Selling Basics
 
How_to_Design_a_Sales_Process_B2B.pdf
How_to_Design_a_Sales_Process_B2B.pdfHow_to_Design_a_Sales_Process_B2B.pdf
How_to_Design_a_Sales_Process_B2B.pdf
 
April Dunford | BoS USA 2022
April Dunford | BoS USA 2022April Dunford | BoS USA 2022
April Dunford | BoS USA 2022
 
Value based selling
Value based sellingValue based selling
Value based selling
 
Getting to Product Market Fit - An Overview of Customer Discovery & Validation
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationGetting to Product Market Fit - An Overview of Customer Discovery & Validation
Getting to Product Market Fit - An Overview of Customer Discovery & Validation
 
New lead campaign dee allomong
New lead campaign   dee allomongNew lead campaign   dee allomong
New lead campaign dee allomong
 
7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople
 
Marketing Strategies That Enable Sales Force Success
Marketing Strategies That Enable Sales Force SuccessMarketing Strategies That Enable Sales Force Success
Marketing Strategies That Enable Sales Force Success
 
Growth marketing for corporates - Intro session - ING innovation leaders
Growth marketing for corporates - Intro session - ING innovation leadersGrowth marketing for corporates - Intro session - ING innovation leaders
Growth marketing for corporates - Intro session - ING innovation leaders
 
Small Business Marketing Toolkit
Small Business Marketing ToolkitSmall Business Marketing Toolkit
Small Business Marketing Toolkit
 

Dernier

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 

Dernier (20)

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 

Laying a Foundation for Startup Growth

  • 1. Laying A Foundation for Startup Growth April Dunford, COO, Tulip Retail @aprildunford Rocketwatcher.com
  • 2. Warning: You’re Going to Hate this Talk
  • 4. The Trick that Makes the Money Appear
  • 5. On the Surface Marketing Seems Easy
  • 6. The Tactics Are Easy to Learn There’s an “ultimate” guide for anything (millions of them)
  • 7. But Startup Folks Never Say Making Money is Easy
  • 8. Why is This So Hard?
  • 9. Perfect Tactics On a Flawed Foundation FAIL
  • 11. 1 Deep Understanding of your Target Customer
  • 12. Target Customer Target Customer Unique Qualities Specific Pain Gathering Spots How They Learn
  • 13. Story: How is the CEO of a manufacturing plant similar to a banker? They aren’t.
  • 14. Story: That time my best inside sales rep taught me all my marketing programs were crap
  • 16. Messaging Message What do we do? Unique Value Alternatives Proof
  • 17. Story: Databases aren’t always Databases and Neither are Integration Platforms
  • 18. 3 Understanding The Target Customer’s Buying Process
  • 19. Understand the Buying Process Knowing the cost of not solving the problem Knowing the Value of solving the problem Knowing the value of your solution Why purchase now? Using and enjoy the offering Knowing I can’t do without the offering No Need Need Eval Buy Enjoy Re-new Current solution good enough Value not compelling Risks too high Not knowing how to evaluate Great but not for me I might change my mind Too much $ Bad service, Bad user experience Not using Decided there was no need Move to other solution Accelerators Friction points
  • 20. Mapping Tactics to a Buying Process Buying Stage No Need, Need Eval, Buy Enjoy, Refer, Renew What Problem-Focused Content/Programs Solution-Focused Content/Programs Activation/ Engagement-Focused Content, Programs Examples Articles/blog posts, Industry data, trend reports, curated content Articles/blog posts, webinars, events, case studies, ROI calculators, advertising Support content, How to guides, Best practices guides Forums, User Conferences Where Where prospects are Partly where they are, partly your turf Mainly your turf Purpose Educate, Entertain, Engage Differentiate, move to eval or sell Experience value, create raving fans Action Permission to “market”: likes, follows, newsletter/blog signups Permission to “sell”: give contact info, trial sign-up, purchase Renewals, Referrals
  • 21. Story: How I learned to love the Proof Of Concept
  • 22. Thanks @aprildunford Slides: rocketwatcher.com