This presentation is from a startup marketing workshop I gave this week. The deck covers how startup marketers can design a marketing plan and programs in a more strategic and less tactical way to address the 3 root causes of bad marketing.
Great marketing is based on a solid understanding of target customers. Here I’ve shared a customer worksheet that I’ve used in the past to help me track what is known and not known about my target buyers that I use as a foundation for building a marketing plan.
Crafting great value propositions is a critical marketing job but creating them isn’t easy. This template helps capture the necessary inputs and assumptions.
Most startup marketing plans are useless static documents. Here’s how to build a marketing plan that’s a dynamic operational blueprint for the marketing team.
A good startup marketing plan is based on understanding customers but that doesn’t mean you won’t be tracking and adjusting a set of assumptions.
Many startup marketers will immediately jump to deciding which tactics to execute on before they have explored their target customers. In this presentation I talk about why there might be a more systematic way to approaching building a startup marketing plan.
Deeply understanding how your prospects move through the buying cycle is really important when structuring a marketing plan that drives customer acquisition. Mapping this process requires an understanding of the stages that a customer moves through from not understanding that they have a problem through to buying, and renewal.
A lot of startups don’t have a documented marketing plan. Here are three good reasons you should have one.
Prospects are evaluating your solution against alternatives (which may not be products) and communicating how you are better than those alternatives is a key part of great startup marketing.
A launch is a multi-stage event. This is a framework for startup marketers that shows different tactics that can be executed at each stage.