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A presentation by JM Bonthous from Seamless Social about why tech startups fail. Seamless Social handles marketing intelligence lead generation, inbound and outbound marketing and marketing automation for technology companies. VIsit www.seamlesssocial.comSeamless Social also created and distributes the market intelligence app MyChannl. The app allows you to track, from your mobile phone, your brand, influencers and customers. Visitwww.mychannl.com
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The 7 Rules of Facebook Marketing
www.seamlesssocial.com© Seamless Social
12 ReasonsWhy
Tech Startups Fail
Innovation in Marketing EffectivenessJM Bonthous
Jean-Marie (“JM”)Bonthous, PhDCEO
Keywords
Prospect & customer opportunity identification
Content marketing Lead generation
Inbound marketingMarketing automation
Social marketing for events
[email protected] @seamlessocial
www.seamlesssocial.com Your Custom, instant, Market Intelligence App
MyChannl
Innovation in Marketing Effectiveness
1Facebook
optimization
Value proposition
• Weak value proposition
• No amount of marketing cancompensate for a weak value Proposition
• High value proposition =high exclusivity + high interest
© Seamless Social
1Facebook
optimization
DifferentiationLow differentiation
• Unique qualities, perceived or real?
• Distinguished from competingOffers?
© Seamless Social
SegmentationLack of market segmentation
• Fear of losing cash flow
• Need segmentation + personas based on research data:
- demographic- firmographic- behavioral
© Seamless Social
Premature productrelease
Product not 100% ready
• Prioritized cash flow?
• Use private beta
• Launch only when ready for media scrutiny
© Seamless Social
Can’t match
the hype
Product inferior to hype• Communication went too far
• Hype may get you a few investors,but not customers
© Seamless Social
By geeks for
geeks
Product built by geeks for geeks• Buyer absent from design process
• Build the product with the customer in mind• Involve the customers in the design process• Test early and modify according to feedback
© Seamless Social
Weak marketing
strategy
Weak marketing, relies on adverts
• No start up can rely on ads• Does not take responsibility for generating leads and revenue• Organic community-building• Influencer engagement• Inbound marketing• Focused outbound • Corporate communications• Marketing automation
© Seamless Social
Product obsolete
before ROI
Product evolves slower thanthe market
• Product obsolete before itgenerates a ROI
• Or buyers not ready to buy next generation
• Know of what’s out there, what’s coming
© Seamless Social
Insufficienttesting
Ideas tested too little or too late
• Development relies on geek insights
• Test early, abundantly, with representative customers
• Partner with them to develop the product
© Seamless Social
Reveal too much too early
No such thing as “off the record”
• One slip of the tongue can sinkthe venture
• Brief everyone about confidentiality
© Seamless Social
Staystealth too long
Reveal as soon as you’re ready
• Being stealth means lack of industry feedback, risk ofIsolation
© Seamless Social
Not enough
relationships
Engage influencers
• Build early on the relationships that you will need later when yougo to market
© Seamless Social
Our marketingphilosophy
• Marketing is responsible for generating leads & revenues
•Marketing converts skeptics into Prospects, customers, evangelists
• Know your prospects better, each day
…../......
© Seamless Social
Our marketingphilosophy
• 4 marketing tools: inbound, outbound, corporate communications, marketing automation
• Marketing can’t compensate for a weak value prop.
• We like branding, we prefer leads and revenues
• Set metrics before spending marketing $
© Seamless Social
How we work with
tech startups
• Retainer + equity• We steer the marketing• Transfer knowledge• Put ourselves out of a job after 1-2 years, as agreed.
© Seamless Social
Contact us for a free
consultation
Keywords
Prospect & customer opportunity identification
Content marketing Lead generation
Inbound marketingMarketing automation
Social marketing for events
[email protected] @seamlessocial
www.seamlesssocial.com
Contact usfor a free
consultation
© Seamless Social
Innovation in Marketing Effectiveness
Your Custom, instant, Market Intelligence App
MyChannl