Innovation Workshop - Your Marketing is Broken! Come fix it!

produced by

TeamShervin Talieh - Drumbi, Version Zero Labs, OC Tech Startup

Format

2

produced by

Melinda Kim - Aspirely, OC Tech Startup

Charlie Baecker - UCI, The Don Beall Center for Innovation & Entrepreneurship

4-part series, hands-on, no bullshit, discussion based, ASK QUESTIONS!

Connecting

#innovateuci @calitalieh @melindapkim @conrey @seanellis www.v0labs.com and signup

Special contributor Carlos Joaquin, Joaquin Designs cjoaquin.carbonmade.com

http://www.v0labs.com

http://www.v0labs.com

http://cjoaquin.carbonmade.com/

http://cjoaquin.carbonmade.com/

Agenda

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‣ Marketing Innovation

‣ Community 101

- Melinda Kim

‣ From 0 to 60: 5 Digital Marketing Tools

- Chris Conrey Partner at Vuurr, cofounder of Levers

‣ Conversion Optimization

- Sean Ellis Founder & CEO Qualaroo, marketing leadership roles at Dropbox, Lookout, Xobni, LogMeIn and Uproar

‣Working Session

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Workshop Thesis

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We are entering an economic cycle of growth and expansion. The ability to innovate is what will separate the winners from the losers, the “good idea” from the killer product.

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Success is the silent killer of

innovation. Automation, “group think”, conventions and conformity are the instruments of

death. High revenues and margins kills

hunger, and attracts the hungry.

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0

25

50

75

100

Idea Launch Success Scale

Revenue Velocity

What Kills Innovation?

Achilles Zone

Base Definition

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marketing is the process of communicating the value of a product or service to customers and prospects, for the purpose of selling the product or service- Wikipedia

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textbook definition

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Marketing initiatives should start with a clear understanding of purpose and segment

1st impression with brand

cheaper to keep than acquire

Retention Acquisition Yield

new customer

new segment?

let them go missed opportunity

share of wallet customer for life

Traditional Org

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marketingsales admin

support

product

leadership

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Most businesses do not escape the

growth loop, and many die in the

process.

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0

12.5

25

37.5

50

Cruising Early Warning What The... Oh Shit Too Late

Marketing Revenue

What Kills Growth?

Early Warning

Temple of Doom

Marketing Funnel

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- Joaquin Designs

what is your product?

is it right for me?

why should I buy yours?

acquisition

yieldretention

win-back

discover consider engage

Customer Funnel

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Too Late

Early Warning

- Joaquin Designs

what is your product?

is it right for me?

why should I buy yours?

acquisition

yieldretention

win-back

discover consider engage

Assumptive Positioning

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Brand Customer

‣ I know my customer

‣ My customer knows me

‣ I have shaped their opinion

‣ They don’t know me

‣ My needs have changed

‣ Not sure I know them

New Definition

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marketing is the process of understanding who your customers and prospects are, how they view your product, what they need, and creating experiences to successfully move them through the funnel (acquisition, retention, yield).

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modern practice

modern marketing places a premium on data-driven, iterative initiatives, and a flexible approach designed to deal with change.

math + creative

marketing is everything that touches your customer, and it’s everyone’s job. boom

modern marketing is proactive, and “always on”.

Modern Org

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marketing

sales

admin

support

product

➡ Assume you don’t know your customer

➡ Get out of the building (reintroduce yourself)

➡ You can’t market your way out of a bad product situation

➡ Your customer has gone mobile (has your marketing caught up?)

➡ Pro-tip: what if you had $0 to spend?

➡ Bonus Pro-tip: cut ad spending to $0

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Start from Zero

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Community 101

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Hi…. It’s me, Melinda

2011 20132012

Wegoz AspirelyTrustVillage

Build it and they’ll come Build Relationship and Trust

Packaging Trust

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Anatomy of a Community

Trusted

Contextual

Collaborative

AuthenticPurpose

Top Users

Engaged Users

Lurkers

Seekers Naysayers

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Top Users

Engaged Users

Lurkers

Seekers Naysayers

the role of the brand is to facilitate and participate in the community

Brand

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Don’t Get it Twisted

community

social media

events, prizes and giveaways

fans, likes, followers

>

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Etsy - The Power of Top Users

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OC Tech Startup - Curation

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Whole Foods - Bricks & Clicks

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whether you like it or not, there’s a community focused on your brand

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produced byHow I Did It

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produced byWho and What…

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produced byThe 4 Pillars

✓contextual✓trusted

✓collaborative ✓authentic

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Evangelists

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produced byYour Objective

Top Users

Engaged Users

Lurkers

Seekers Naysayers

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From 0 to 60

5 Digital Marketing Tools To Launch With

Chris Conrey - Levers

Problem 1

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What should I pay attention to?

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CPA ROI MARGIN

Minimize the cost of

each customer

acquisition

Maximize revenue for every

dollar spent

Minimize ad spend

as a percent of revenue

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MARGIN

ROI

Problem 2

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How do I know what is working or not?

Google Analytics - Track Everything

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Google URL Builder

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Everything gets it’s own link.

Easy Setup

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Problem 3

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No one knows I exist!

SEO and SEM

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Get found organically or in Ads

SEO

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Content. More content. Even more content.

SEO

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Onsite First - Then Off Site Links

SEM = Advertising

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➡ Adwords

➡ Bing AdCenter

➡ Facebook Ads

➡ LinkedIn Ads

➡ others

Pay Per Click (ppc)

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Find your targets that convert

BONUS

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Retargeting

You know that pair of shoes that follow you around the Internet?

I do that.

Goal

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You make money

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EMAILPPC

ORGANIC SEARCH

SOCIAL

OFFLINE MARKETING

PHONECALLS

AFFILIATES

ALL OF THESE SOURCES HAVE LEVERS THAT MANIPULATE THEIR

QUALITY & LIKELIHOOD TO BECOME

BUYERS

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Questions?

Chris Conrey

[email protected]

@conrey

http://leve.rs

mailto:[email protected]

mailto:[email protected]

http://leve.rs

http://leve.rs

Twi$er @SeanEllis Startup-‐Marke5ng.com

Conversion Rate Op5miza5onStacking the Odds for Growth

Sean EllisAugust 6th, 2013Blog: Startup-‐Marke5ng.comTwi$er: @SeanEllis

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Many Lessons Learned Driving Growth

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Most Important Lesson Learned

Conversion Rate Op5miza5on (CRO) the most profitable lever for growth

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What is Conversion Rate Op5miza5on?

CRO is a process for crea5ng a more effec5ve website.

• For you – maximize your business objec5ves• For customers – improve their experience

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The Power of CRO

• Makes all marke5ng more profitable

• Opens new profitable growth channels

• Break through compe55on for a$en5on

• Improves customer happiness

• Always room for improvement

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Steps to Be$er Conversions

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Understand MHX

Baseline Funnel

Understand Visitors

Op6mizeConversions


Verify Product/Market Fit

Large group wants/needs your product – “must have”

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Measure your P/M FitFree at Survey.io


Understand “Must Have” Users

Ask following ques5ons…

• How would you feel without X? (Very disappointed)

• What is the primary benefit you receive?

• Why is that benefit important for you?

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Understand MHX

Baseline Funnel

Understand Visitors

Op6mizeConversions


Decide on Your CRO Toolkit

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Funnel A/B Tes5ng

User FeedbackOther


Baseline Funnel Conversions

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Understand MHX

Baseline Funnel

Understand Visitors

Op6mizeConversions


Understand Ini5al Intent/Desire

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Understand MHX

Baseline Funnel

Understand Visitors

Op6mizeConversions

Target Search VisitsTarget 1st Time Visitors


Uncover Points of Fric5on

• User tes5ng (live or online)• Survey to uncover conversion issues

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Understand MHX

Baseline Funnel

Understand Visitors

Op6mizeConversions


Create/Implement Tes5ng Plan

• List key customer goals (from research)

• List key issues to solve (from research)

• Determine baseline and goal conversions

• Determine value of reaching goals

• Script your first ten tests

• Start tes5ng (ensure sufficient sample size)

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Understand MHX

Baseline Funnel

Understand Visitors

Op6mizeConversions


Repeat Process Frequently

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Understand MHX Baseline Funnel Understand

VisitorsOp6mize

Conversions

Always a beHer way to do everything…


Applied to Every Dropbox Onramp

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Homepage (synch)

Folder S

hare

(Collabo

rate)

File Sha

re

(Send)

Twi$er @SeanEllis Startup-‐Marke5ng.com 64

Sean EllisFounder/CEO of QualarooBlog: Startup-‐Marke6ng.comTwiHer: @SeanEllis

Want more CRO 6ps?See free beginners guide to conversion rate op6miza6onwww.Qualaroo.com/CRO-‐Guide

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Working Session

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We are a... I need help with...

“web platform for recruiting industry” balancing marketing vs. business development

“education startup”how to break into complex landscape and

user base

“lawn and garden retailer” wow to make gardening less intimidating

Business

Innovation Workshop - Your Marketing is Broken! Come fix it!