This presentation summarizes my experience building and marketing tech companies. My thoughts are organized into broader themes that are category-agnostic, and I provide many examples to illustrate. I originally shared these thoughts at the Grow/Hack meetup in New York on February 13, 2013. For additional perspective on startup marketing, visit my blog at cezary.co.

1. CUSTOMER GROWTH:
WEB + B2B + MOBILE APPS
Cezary Pietrzak
February 2013
@cezinho cezary.co

2. I’M A TECH ENTREPRENEUR,
CREATIVE MARKETER + GROWTH STRATEGIST
2000-2004 2005-2008 2009-2012 2012 2013
marketing brand strategy founder + biz dev marketing marketing
(acq. by TripAdvisor)

3. I BELIEVE THAT SUCCESSFUL MARKETING =
QUAL + QUANT + HUSTLE
articulate a unique perspective through creativity
use numbers to measure effectiveness
hustle your way into opportunities

4. THIS PRESENTATION SUMMARIZES MY EXPERIENCE
GROWING TECH COMPANIES
web marketing
B2B marketing
mobile app marketing

5. WEB MARKETING

6. GET YOUR FUNDAMENTALS IN ORDER
build your brand
understand your customers
know your competition
develop a unique message

7. EXAMPLE: MARKETING PROCESS

8. BUILD RELATIONSHIPS WITH YOUR CUSTOMERS
send personal notes to your first customers
reward your most loyal customers
ask for feedback + suggestions
if they’re happy, ask them to promote

9. EXAMPLE: PERSONAL NOTES

10. MASTER THE PITCH
do your research about the person
keep the message short (title + 1st sentence)
make them smile with your creativity
use Rapportive + Boomerang plugins for Gmail

11. EXAMPLE: EMAIL PREVIEW

12. Boomerang
Rapportive
EXAMPLE: BOOMERANG + RAPPORTIVE

13. EXAMPLE: CREATIVE EMAIL

14. AUTOMATE LOW-VALUE TASKS
outsource to Fancy Hands, TaskRabbit + interns
create automated CRM emails
use canned messages in Gmail

15. EXAMPLE: OUTSOURCED RESEARCH

16. EXAMPLE: CRM MESSAGES

17. DISTRIBUTE YOUR PRODUCT TO NEW CHANNELS
add a mobile component (iOS, Android)
put your app in the Google Chrome store
adopt new platform features (eg Facebook OG)
integrate with various app directories

18. EXAMPLE: CHROME WEB STORE

19. PROMOTE ALL THE TIME, EVERYWHERE
distribute news across all social sites
lean on your team to increase exposure
use external networks (eg StumbleUpon)
ask for help (investors, clients, users, etc)

20. Twitter profile
G
email signature
EXAMPLE: PROMOTION

21. B2B MARKETING

22. BREAK THE RULES
defy category conventions (B2B ≠ boring)
use non-traditional marketing channels
compete on your own terms

23. vs.
EXAMPLE: BREAKING THE B2B MOLD

24. BECOME A THOUGHT LEADER
write high-quality content around your expertise
distribute knowledge on blog, SlideShare, webinars, etc
be provocative with your thoughts

25. EXAMPLE: THOUGHT LEADERSHIP

26. USE EVERY OPPORTUNITY TO CAPTURE LEADS
establish the value of your content
don’t be afraid to ask for emails
test landing pages to optimize signups

27. EXAMPLE: LEAD CAPTURE

28. INTEGRATE WITH OTHER PLATFORMS
understand the broader ecosystem
determine where to add value, what to replace
build on other platforms + open up your own

29. EXAMPLE: PLATFORM INTEGRATION

30. MASTER CONFERENCES
plan up 8-12 months in advance
attend for free via speaking engagements
always ask for startup discounts

31. EXAMPLE: SPEAKING ENGAGEMENTS

32. MOBILE APP
MARKETING

33. BUILD PRODUCT
ACQUIRE USERS
ENGAGE + MONETIZE
*
CHART: MOBILE APP FUNNEL

34. ACQUIRE USERS EFFICIENTLY
remove barrier to entry through freemium
lower $1.38 CPI via paid platforms
build momentum to get featured in app stores

35. EXAMPLE: PAID PLATFORMS

36. FOCUS ON ENGAGEMENT + RETENTION
plan engagement strategy before launch
balance acquisition with relationship building
address the 65% who leave after 1 month

37. 100%
App
Install
75%
Retention Rate
50%
Mobile App
Opportunity
25%
0%
1 2 3 4 5 6 7 8 9 10 11 12
Time (months)
CHART: MOBILE RETENTION

38. CREATE PERSONALIZED MESSAGES
understand your customers
create customer segments
write content that adds value

39. TIMELY REMINDERS
BREAKING NEWS
RELEVANT OFFERS
LOCATION-AWARE
ACHIEVEMENTS
EXAMPLE: SEGMENTATION + MESSAGING

40. DIVERSIFY MARKETING CHANNELS
PUSH NOTIFICATIONS IN-APP MESSAGES EMAIL SOCIAL CONTENT CUSTOMER SUPPORT

41. SUMMARY

42. MARKETING
Get your fundamentals in order
Build relationships with your customers
WEB
Master the pitch
Automate low-value tasks
Distribute your product to new channels
Promote all the time, everywhere
MARKETING
Break the rules
Become a thought leader
B2B
Use every opportunity to capture leads
Integrate with other platforms
Master conferences
MOBILE APP
MARKETING
Acquire users efficiently
Focus on engagement + retention
Create personalized messages
Diversify marketing channels

43. READING MATERIAL

44. BLOGS I READ
MY BLOG
cezary.co

45. TALK TO ME
hello@cezary.co
@cezinho cezary.co