MARKETING 101FOR STARTUPS презентация

Silicon Valley
On Twitter @Percival

Previously

Founder
Vice President Marketing, Myspace
Janitor

1 thing that works
98% of visitors don’t convert so how do you bring them back?
Marketing at it’s core is about moving emotions and feelings like
Desire
Greed
Nostalgia
FOMO
Etc etc
Knowing your stuff with regard to marketing (or at least acting like you do) is key to fundraising
Never say “We did all this with no marketing!” or “We are totally going to go viral!”

everything. Sorry not sorry!
Post Seed/Series A, make your first senior marketing hire
At any time bring in a jr analyst and/or media buyer
Avoid the early CMO trap
Consider performance based comp

care about marketing Or there’s no developer resources available for marketing needs.

for a beautiful moment in time we created a lot of value for shareholders."

per lead
LTV = Life Time Value
LTV net ACQ = Life Time Value net acquisition costs
Funnel = A series of pages/events a user must navigate
CPC = Cost Per Click
CPM = Cost Per 1000 Impressions
CTR = Click through rate
IO = Advertiser Insertion Order
Churn Rate = Loss of users from one cohort to the next
Earned Media = Free(ish) organic traffic usually driven from social
SEM = Search Engine Marketing (paid)
SEO = Search Engine Optimization (Freeish)
SERP = Search Engine results page
Above the fold = Viewable to the user without having to scroll
Back Links = Links from external websites into yours
White Hat/Grey Hat/Black Hat = Legit/Somewhat shady/Way shady
Pagerank = How Google determines authority and rankings of websites in search
Edgerank = Facebook’s version of page rank
Open rate = The rate at which an email campaign emails are opened

you don’t have the data, get it
Talk about cohorts and how they are improving over time
Sell your momentum

to XX our user acquisition efforts.

Top Performing Channels:
Email
Facebook (Paid)
Refer-A-Friend

Worst Performing or
Non-Scalable Channels:

Daily Deals
Adwords
Grandma’s Bingo Team

Recent Month’s Acquisition Sources

low yield partnerships
Pricey PR engagements