Building a Growth Engine for Startups v2 (cezary.co)
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This is a presentation I did for the inaugural StartEd EdTech Accelerator class. It's an updated version of my previous one to Techstars, and covers three main areas of building a growth engine for startups: 1) marketing fundamentals (target audience exploration, messaging, moments + places), 2) testing + data (growth hypotheses, marketing funnel, data strategy) and 3) marketing channels (paid ads, message automation, lead gen, referral program). For each section, I provide relevant frameworks, bring them to life with examples and recommend my favorite tools and platforms.
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Building a Growth Engine for Startups v2 (cezary.co)
- 1. BUILDING A GROWTH ENGINE FOR STARTUPS (V2) CEZARY PIETRZAK Presented to StartedEd Accelerator October 7, 2016 @ckp
- 2. MY BACKGROUND 2000 - 2004 2005 - 2008 CEZARY & CO 2008 - 2012 2012 2013 2014
- 3. GROWTH TOPICS I WILL COVER TODAY PART 1 Fundamentals PART 2 Testing + Data PART 3 Marketing Channels
- 4. WRITE IT DOWN…OR IT DIDN’T HAPPEN
- 5. PART 1: FUNDAMENTALS Marketing fundamentals canvas Target audience exploration Messaging architecture Moments + places
- 6. MARKETING FUNDAMENTALS CANVAS Mission Vision Brand Target Audience Market Niche Key Message
- 7. TARGET AUDIENCE EXPLORATION Market Size Demographics Mindset Tools Behavior Frequency
- 8. MESSAGING Key Message Key Descriptor Mission Vision Audience Mindset Industry Realities Functional Benefit Emotional Benefits Tone Boilerplate
- 9. MOMENTS & PLACES Moment Settings & People Audience Mindset Brands Company Role Marketing Channels Key Findings
- 10. PART 2: TESTING + DATA Develop hypotheses Prioritize channels Map out marketing + sales funnel Set up data + tracking strategy
- 11. DEVELOP GROWTH HYPOTHESES Sources Behavioral insights Background research Industry benchmarks Company stage Growth goals Investor requirements Previous hypotheses Data Experiment Type Key Metric Prediction Outcome Resources
- 13. MAP OUT YOUR MARKETING + SALES FUNNEL B2C Acquisition Onboarding Engagement Retention Revenue Referral B2B 1 New 2 Contacted 3 Phone Call 4 MQL 5 SQL 6 Opportunity 7 Nurture Mobile Web/Mobile Web > App Store > Install > Open > Signup
- 14. SETUP YOUR DATA + TRACKING STRATEGY CRM Data Layer Business Intelligence Data Warehouse Attribution
- 15. PART 3: MARKETING CHANNELS Paid Ads Message Automation Lead Gen + List Building Cold Outreach Referral Program Other Channels
- 16. PAID ADS Principles Own your data Don’t trust platforms CTR = vanity metric One tracking source Dashboards Campaign Daily Creative
- 17. MESSAGE AUTOMATION Process Use marketing funnel as base Think of actions / non-actions Keep it simple Ship one email at a time A/B test from the start Analyze + optimize Elements Message flow User action Condition Timing Move to flow
- 18. LEAD GEN + LIST BUILDING Process Source company list Merge databases Sanitize data Find people / roles Generate emails Enrich data Data Company Contact / Role Email Supporting Data
- 19. COLD OUTREACH Process Break down audience mindset Focus on subject lines first Personalize as much as possible Use tactics like “Re:” in subject Set up 3-5 step direct sell drip Shift to content marketing Move back to direct sell
- 20. REFERRAL PROGRAMS Elements Passive discovery Proactive discovery Invitation mechanism Invitation timing Offer Follow-up Tracking Considerations NPS score Dev support Minimum setup
- 21. OTHER CHANNELS RETARGETING INFLUENCERSDIRECT MAIL CONTENT + SEO PREVENTS SWAG DISPLAY ADS STREET TEAMS SOCIAL SEO EXIT INTENT
- 22. LEARN ABOUT MARKETING + GROWTH + MOBILE CEZARY.CO @ckp