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Partner, 500 Startups
Run the Mountain View Accelerator
Based in Silicon Valley
On Twitter @Percival
Vice President Marketing, Myspace
General Pro Tips
You’ll might need to try 10 things to get 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
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!”
Marketing Hiring Tips
In the early days, the founders need to do 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
They don’t have the budget
they need to be successful.
Your CTO is kind of a jerk and doesn’t really care about marketing
Or there’s no developer resources available for marketing needs.
Measurable and sustainable
growth is not encouraged.
"Yes, the planet got destroyed. But for a beautiful moment in time we created a lot of value for shareholders."
CAC/ACQ/CPA = Customer acquisition cost, acquisition, cost per acquisition
CPL = Cost 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
Investor Pro Tips
Really know your numbers
Never use ranges with your metrics
If you don’t have the data, get it
Talk about cohorts and how they are improving over time
Sell your momentum
We have tested XX sources and know what works.
We’re ready to XX our user acquisition efforts.
Top Performing Channels:
Worst Performing or
Grandma’s Bingo Team
Recent Month’s Acquisition Sources
Final Pitt falls to avoid
Doing too much discounting
Acquiring bad customers/users
High overhead low yield partnerships
Pricey PR engagements