how to create a killer marketing plan with limited budget
TRANSCRIPT
Crafting a Killer Marketing Plan
with Limited Time and Resources
Image Credit: marketing templates
THIS IS WHAT A FORTUNE 100 GO-TO-MARKET PLAN
LOOKS LIKE...
YOU DO NOT HAVE THE RESOURCES OR THE BUDGET OF A
FORTUNE 100 COMPANY….
...BUT YOU CAN STILL BUILD (OR INVEST INTO) A 7-8 FIGURE-REVENUE COMPANY WITH LIMITED MARKETING $$
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SIMPLIFIED GO-TO-MARKET FRAMEWORK: 4 CORE COMPONENTS
1- YOUR MARKET
STRATEGY
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2- YOUR CUSTOMER
AND STORY
3- YOUR DISTRIBUTION
CHANNELS
4- YOUR MARKETING
FUNNEL
1 - MARKET STRATEGY
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THE NUMBER ONE REASON STARTUPS FAIL IS NO
MARKET NEED. THE NUMBER ONE REASON THEY
SUCCESS IS TIMING.
~ CB Insights and Bill Gross
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Timing
Founders and Investors
Majority of Customers
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David vs Goliath
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Buying Power
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2 - CUSTOMER AND STORY
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EVERY FAILED STARTUP HAS A PRODUCT.
WHAT FAILED STARTUPS DON’T HAVE ARE
ENOUGH CUSTOMERS.
~ Traction: A Startup Guide to Getting
Customers
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“PROBLEM- CUSTOMER FIT”
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FOCUSING ON OUTCOMES VS. FEATURES
stuff
3 - DISTRIBUTION CHANNELS
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25 MARKETING CHANNELS
B2BB2C
❏ VIRAL MARKETING
❏ INFLUENCER MARKETING
❏ LIFESTREAMING
❏ WORD OF MOUTH
❏ PUBLICITY/PUBLICITY
STUNTS
❏ DISPLAY ADS
❏ EMAIL MARKETING
❏ SOCIAL MEDIA (ORGANIC)
❏ CONTENT MARKETING
❏ SEO
❏ MESSENGER (NEW AND GROWING!!!)
❏ SOCIAL ADS
❏ EARNED MEDIA/GUEST
BLOGGING
❏ REMARKETING
❏ SEM/PPC
❏ AFFILIATE PROGRAMS
❏ EVENTS/TRADE SHOWS
❏ MOBILE MARKETING
❏ COMMUNITY BUILDING
❏ WEBINARS
❏ PUBLIC RELATIONS
❏ BUSINESS DEVELOPMENT
❏ DIRECT SALES
❏ INFLUENCE BUILDING
❏ SPEAKING ENGAGEMENTS
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IF YOU GET A SINGLE DISTRIBUTION CHANNEL
RIGHT, YOU HAVE A GREAT BUSINESS.
IF YOU GO FOR SEVERAL BUT DO NOT NAIL ONE,
YOU ARE FINISHED.
~ Peter Thiel
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CHANNEL PRIORITIZATION FRAMEWORK
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4 - MARKETING FUNNEL
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ONLY 3% OF PEOPLE ARE IN THE “READY TO BUY
NOW” MODE.
~Chet Holmes
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STREAMLINED FUNNEL CREATES TRUSTED EXPERIENCES FOR
YOUR CUSTOMERS
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Your Website
Image Credit: Ash Maurya
QUESTIONS AND STAY IN TOUCH!
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APPENDIX
RESOURCES/TOOLS
CUSTOMER
How to Find & Interview
Customers at
CustomerDevLab.com
STORY
Value Prop and Other Critical
Story Components via Lean
Canvas from Leanstack.com
CHANNELS
Overview of the Traction
Channels from Traction (the
book)
NeilPatel.com - Tools + Tips on
Maximizing channels
FUNNEL
Tools to create sequence:
ConvertKit (email) &
ClickFunnels.com (funnel
templates)
Growthhackers.com - Online
Community of GrowthHackers
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PUT THEORY INTO PRACTICE