customer growth in web, b2b + mobile apps

CUSTOMER GROWTH:WEB + B2B + MOBILE APPS

Cezary PietrzakFebruary 2013

@cezinho cezary.co

I’M A TECH ENTREPRENEUR,CREATIVE MARKETER + GROWTH STRATEGIST

2000-2004marketing

2005-2008brand strategy

2009-2012founder + biz dev

(acq. by TripAdvisor)

2012marketing

2013marketing

I BELIEVE THAT SUCCESSFUL MARKETING =QUAL + QUANT + HUSTLE

articulate a unique perspective through creativityuse numbers to measure effectiveness

hustle your way into opportunities

THIS PRESENTATION SUMMARIZES MY EXPERIENCE GROWING TECH COMPANIES

web marketingB2B marketing

mobile app marketing

WEB MARKETING

GET YOUR FUNDAMENTALS IN ORDER

build your brandunderstand your customers

know your competitiondevelop a unique message

EXAMPLE: MARKETING PROCESS

BUILD RELATIONSHIPS WITH YOUR CUSTOMERS

send personal notes to your first customersreward your most loyal customers

ask for feedback + suggestionsif they’re happy, ask them to promote

EXAMPLE: PERSONAL NOTES

MASTER THE PITCH

do your research about the personkeep the message short (title + 1st sentence)

make them smile with your creativityuse Rapportive + Boomerang plugins for Gmail

EXAMPLE: EMAIL PREVIEW

EXAMPLE: BOOMERANG + RAPPORTIVE

Boomerang

Rapportive

EXAMPLE: CREATIVE EMAIL

AUTOMATE LOW-VALUE TASKS

outsource to Fancy Hands, TaskRabbit + internscreate automated CRM emailsuse canned messages in Gmail

EXAMPLE: OUTSOURCED RESEARCH

EXAMPLE: CRM MESSAGES

DISTRIBUTE YOUR PRODUCT TO NEW CHANNELS

add a mobile component (iOS, Android)put your app in the Google Chrome store

adopt new platform features (eg Facebook OG)integrate with various app directories

EXAMPLE: CHROME WEB STORE

PROMOTE ALL THE TIME, EVERYWHERE

distribute news across all social siteslean on your team to increase exposure

use external networks (eg StumbleUpon)ask for help (investors, clients, users, etc)

EXAMPLE: PROMOTION

G

Twitter profile

email signature

B2B MARKETING

BREAK THE RULES

defy category conventions (B2B ≠ boring)use non-traditional marketing channels

compete on your own terms

EXAMPLE: BREAKING THE B2B MOLD

vs.

BECOME A THOUGHT LEADER

write high-quality content around your expertisedistribute knowledge on blog, SlideShare, webinars, etc

be provocative with your thoughts

EXAMPLE: THOUGHT LEADERSHIP

USE EVERY OPPORTUNITY TO CAPTURE LEADS

establish the value of your contentdon’t be afraid to ask for emails

test landing pages to optimize signups

EXAMPLE: LEAD CAPTURE

INTEGRATE WITH OTHER PLATFORMS

understand the broader ecosystemdetermine where to add value, what to replacebuild on other platforms + open up your own

EXAMPLE: PLATFORM INTEGRATION

MASTER CONFERENCES

plan up 8-12 months in advanceattend for free via speaking engagements

always ask for startup discounts

EXAMPLE: SPEAKING ENGAGEMENTS

MOBILE APP MARKETING

CHART: MOBILE APP FUNNEL

BUILD PRODUCT

ACQUIRE USERS

ENGAGE + MONETIZE *

ACQUIRE USERS EFFICIENTLY

remove barrier to entry through freemiumlower $1.38 CPI via paid platforms

build momentum to get featured in app stores

EXAMPLE: PAID PLATFORMS

FOCUS ON ENGAGEMENT + RETENTION

plan engagement strategy before launchbalance acquisition with relationship building

address the 65% who leave after 1 month

CHART: MOBILE RETENTION

0%

25%

50%

75%

100%

1 2 3 4 5 6 7 8 9 10 11 12

Ret

entio

n R

ate

Time (months)

Mobile AppOpportunity

App Install

CREATE PERSONALIZED MESSAGES

understand your customerscreate customer segments

write content that adds value

EXAMPLE: SEGMENTATION + MESSAGING

TIMELY REMINDERS

BREAKING NEWS

LOCATION-AWARE

RELEVANT OFFERS

ACHIEVEMENTS

DIVERSIFY MARKETING CHANNELS

PUSH NOTIFICATIONS IN-APP MESSAGES EMAIL SOCIAL CONTENT CUSTOMER SUPPORT

SUMMARY

Get your fundamentals in orderBuild relationships with your customersMaster the pitchAutomate low-value tasksDistribute your product to new channelsPromote all the time, everywhere

Break the rulesBecome a thought leaderUse every opportunity to capture leadsIntegrate with other platformsMaster conferences

Acquire users efficientlyFocus on engagement + retentionCreate personalized messagesDiversify marketing channels

WEB

M

ARKE

TING

B2B

MAR

KETI

NGM

OBI

LE A

PP

MAR

KETI

NG

READING MATERIAL

BLOGS I READ

MY BLOG

cezary.co

TALK TO ME

hello@cezary.co

@cezinho cezary.co