What’s in Your Startup’s Marketing and Sales Portfolio?
Toronto’s Startup Marketing Landscape
Lots of excited, enthusiastic entrepreneurs
Startups that have built product
Startup with traction and/or cash
Startups that want to do marketing
Startups that do marketing
What I Do
Marketing Strategies Core Messaging Content Creation
Clients(startups and fast-growing companies)
Low Hanging Startup Marketing Fruit
Effective Website
Clear messaging– What do you do?Value propositions – What it’s in for me?Easy navigation – How do get more info?Strong calls to action – What do I do next?
One-Pagers (aka Sales Sheets)
• Provides a “slice” of what your company
does and its products
One-Pagers (aka Sales Sheets)
• Answers key questions: oHow will your product benefit me?oWho are your customers?oHow can I contact you?
• Multiple roles as advance marketing, leave behind or an education/nurturing tool
Competitor Comparisons
• Effectively positions your company against rivals• Highlight key differences and advantages:
o Featureso Benefitso Price pointo Great UI/UXo Better customer supporto Target verticalo Integrations
Battle Cards
• Internal cards to educate sales people on the best approaches.
o Key elements: o Product overviewo Key benefits and featureso Differentiationo Points of paino Case studieso Pricingo FAQ
Case Studies
• Tell stories; not the traditional boring rinse & repeat approach
• Tell different kinds of stories to connect with potential customers with different needs
• Embrace the power of design to engage
Newsletters
• Deliver value-added information, not sales and marketing pitches
• Build a regular (monthly?) relationship; stay top of mind
• Build and nurture an email database
Celebrate the
customer
The “Soft Sell”
Section
Value-added
content
Blogs- Thought leadership- Value-added insight
- Answer customer questions- Nurtures corporate culture
- SEO
