Frances Mann-CraikFrances Mann-CraikCEO, Addison MarketingCEO, Addison Marketingfrances@addisonmarketing.comfrances@addisonmarketing.com

www.addisonmarketing.comwww.addisonmarketing.com

Top 10 Marketing Tips for Non-Top 10 Marketing Tips for Non-US Companies Expanding to the US Companies Expanding to the

USUS

Marketing in the US – Top 10Marketing in the US – Top 10

1.1. Understand US market conditions Understand US market conditions

2.2. US marketing structure and “lingo”US marketing structure and “lingo”

3.3. Integrated Marketing and SalesIntegrated Marketing and Sales

4.4. Position your product/service for the US Market Position your product/service for the US Market

5.5. Be ready for life at Internet speedBe ready for life at Internet speed

6.6. Become a “virtual” communicatorBecome a “virtual” communicator

7.7. Network, network, network… Network, network, network…

8.8. It Takes a VillageIt Takes a Village

9.9. Before you Leave HomeBefore you Leave Home

10.10. A few Valley secretsA few Valley secrets

1.1. Understand US Market ConditionsUnderstand US Market Conditions

The US is a big country – 3000 miles, 3 times zonesThe US is a big country – 3000 miles, 3 times zones Many tech centers - New York, Boston, North Many tech centers - New York, Boston, North

Carolina, San Diego, Austin Silicon ValleyCarolina, San Diego, Austin Silicon Valley Competition is fierceCompetition is fierce Relationships help build your reputation and business Relationships help build your reputation and business

– Influencers, partners, resellers, customers– Influencers, partners, resellers, customers Engagements are changing – from push to pullEngagements are changing – from push to pull

2. US Marketing Structure and Lingo2. US Marketing Structure and Lingo

Marketing Functions:Marketing Functions:– Product Marketing Product Marketing – Channels and AlliancesChannels and Alliances– Marketing CommunicationsMarketing Communications

Marketing Lingo:Marketing Lingo:– Chasms, Gorillas…Inbound marketing, Chasms, Gorillas…Inbound marketing,

Blogs, Widgets…Blogs, Widgets…– http://onlineslangdictionary.com http://onlineslangdictionary.com

Marketing’s CharterMarketing’s Charter Marketing as a strategic function:Marketing as a strategic function:

– Position your company for market Position your company for market leadershipleadership

– Focus on awareness building -- for fund Focus on awareness building -- for fund raising, alliances and partnerships, raising, alliances and partnerships, sales to early adopters sales to early adopters

Marketing for sales development: Marketing for sales development: - Generate leads Generate leads - Drive interactions downDrive interactions down

the funnel to the ultimate sale the funnel to the ultimate sale

US Marketing Department US Marketing Department StructureStructure

Product Marketing Product Marketing

In the early days, the entireIn the early days, the entire company does company does

product marketing!product marketing! Define market requirementsDefine market requirements Evaluate competitionEvaluate competition Liaison with development and manufacturingLiaison with development and manufacturing Determine pricingDetermine pricing Launch and evangelizeLaunch and evangelize Life cycle managementLife cycle management

Channels and AlliancesChannels and Alliances

Broaden sales reach – geography, verticalBroaden sales reach – geography, vertical Product distribution and/or supportProduct distribution and/or support Partners to create “whole product”Partners to create “whole product” Partners to provide credibility Partners to provide credibility

Marketing CommunicationsMarketing Communications

Outbound and inbound -- spread the word, Outbound and inbound -- spread the word, be easily “found,” build awareness, be easily “found,” build awareness, generate leads:generate leads:– WebsiteWebsite– SEO/SEMSEO/SEM– Content developmentContent development– Public RelationsPublic Relations– Social engagementsSocial engagements– AdvertisingAdvertising– EventsEvents

Marcom Strategy & TacticsMarcom Strategy & Tactics

3. Integrated Marketing and 3. Integrated Marketing and SalesSales

Sales Force AutomationSales Force Automation Marketing Automation Marketing Automation Continuously reach out and touch Continuously reach out and touch

customers as they move through the customers as they move through the funnelfunnel

On-going visibility into customer On-going visibility into customer nurturingnurturing

Sales steps in after the customer is Sales steps in after the customer is warm and knowledgeablewarm and knowledgeable

4. Position Your Product/Service 4. Position Your Product/Service for the US Marketfor the US Market

Define how your product is different from the Define how your product is different from the competition (better, cheaper, faster) and why competition (better, cheaper, faster) and why customers NEED your productcustomers NEED your product

Identify the key customers you should go “above Identify the key customers you should go “above and beyond” and beyond”

Leverage references from the Leverage references from the first customer to adjacent first customer to adjacent “bowling pins” to help you“bowling pins” to help you move across the chasm move across the chasm

The Landscape of the Technology Adoption Life Cycle – Crossing the Chasm – Silicon Valley Tech Marketing “Bible”

Main StreetThe Tornado

The

C

hasm

Early Market The

Bowling Alley

End of Life

Excerpted from Inside the Tornado by Geoffrey Moore. HarperBusiness, 1995. Reproduced with permission from The Chasm Group.

5. Life at Internet Speed5. Life at Internet Speed

““I don’t mean to be rude, but I’m in a hurry”I don’t mean to be rude, but I’m in a hurry” Meetings are set 2-3 days ahead, not weeksMeetings are set 2-3 days ahead, not weeks ““Nice to meet you, now give me the details”Nice to meet you, now give me the details” Decisions are often made in real time, at a meeting, Decisions are often made in real time, at a meeting,

summarized by a one-page email of understanding summarized by a one-page email of understanding (then the lawyers work the details)(then the lawyers work the details)

Projects are delegated to specialistsProjects are delegated to specialists Good employees are hard to find – hire fastGood employees are hard to find – hire fast

6. Become a Virtual Communicator6. Become a Virtual Communicator

There are no longer secretaries or adminsThere are no longer secretaries or admins Technology people use email, voicemail and texting Technology people use email, voicemail and texting

-- and write and answer themselves-- and write and answer themselves Many editors and journalists prefer email “pitches”Many editors and journalists prefer email “pitches” Focus hard on the email subject line – it’s your one Focus hard on the email subject line – it’s your one

chance to open the doorchance to open the door Answer your emails in a timely way – opportunities Answer your emails in a timely way – opportunities

come and go quicklycome and go quickly

7. Network7. Network

Who you know will get you into who youWho you know will get you into who you

need to know – it’s all about networksneed to know – it’s all about networks Online networking – social media expands your reach Online networking – social media expands your reach

and the speed of networkingand the speed of networking Seminars and conferences increase your knowledge Seminars and conferences increase your knowledge

and make valuable connections and make valuable connections Follow up – start a business relationship, perhaps a Follow up – start a business relationship, perhaps a

friendship friendship

NetworkingNetworking Churchill Club: Churchill Club: www.churchillclub.com Silicon Valley Association of Software Entrepreneurs and Silicon Valley Association of Software Entrepreneurs and

Silicon Valley Forum: Silicon Valley Forum: www.svforum.org World Internet Center: World Internet Center: www.worldinternetcenter.com AlwaysOn – Networking for the Global Silicon Valley: AlwaysOn – Networking for the Global Silicon Valley:

aonetwork.comaonetwork.com Chinese Information and Networking Association: Chinese Information and Networking Association:

CINA.org CINA.org

8. It Takes a Village8. It Takes a Village

PeoplePeoplewithwith

PassionPassionAccountantsAccountants AdvisorsAdvisors

Fellow EntrepreneursFellow Entrepreneurs

LawyersLawyers

Public RelationsPublic Relations

Equity CapitalEquity Capital

AnalystsAnalystsHR, ISHR, IS

RecruitersRecruiters

Web Design FirmWeb Design Firm

EditorsEditors

Value PartnersValue Partners

Distribution PartnersDistribution Partners

Web HostingWeb Hosting

Hardware ResellersHardware ResellersBankersBankers

Marketing ServicesMarketing Services

FacilitiesFacilitiesEmployeesEmployees Customers

Bloggers

9. Before You Leave Home9. Before You Leave Home

Make sure your website is rich and relevant for the US Make sure your website is rich and relevant for the US marketmarket– Positioning, messages, communications platformPositioning, messages, communications platform– Provide Keyword-rich relevant contentProvide Keyword-rich relevant content– Have a native review the website content for correct American EnglishHave a native review the website content for correct American English– Fix your META tags – title, description, URL, keywordsFix your META tags – title, description, URL, keywords

Watch/engage the social media channels around your Watch/engage the social media channels around your technology – Twitter, LinkedIn, Google+, Facebooktechnology – Twitter, LinkedIn, Google+, Facebook

Follow key influencers for your space on Social Media… join the Follow key influencers for your space on Social Media… join the conversationconversation

10. First Serious Steps in the US10. First Serious Steps in the US

Engage a Valley law firmEngage a Valley law firm Immigration (before you leave home!)Immigration (before you leave home!)

Incorporation – different laws in different statesIncorporation – different laws in different states

Intellectual Property – trademarks, copyrights, patentsIntellectual Property – trademarks, copyrights, patents

Contracts – employee, partnerships, licensee agreements…Contracts – employee, partnerships, licensee agreements…

Contacts – VCs, Angels, Consultants…Contacts – VCs, Angels, Consultants…

An impressive law firm gives you “instant credibility”An impressive law firm gives you “instant credibility”

US Address – Regus or other office rentalUS Address – Regus or other office rental US Launch – with a local marketing agencyUS Launch – with a local marketing agency

Some Silicon Valley SecretsSome Silicon Valley Secrets

For PR attention – position your news into “hot” For PR attention – position your news into “hot” topics – for example, this month:topics – for example, this month: B2C – Facebook, Google, Apple, Mobile, Apps, B2C – Facebook, Google, Apple, Mobile, Apps,

TabletsTablets B2B – Big Data, Cloud, SaaSB2B – Big Data, Cloud, SaaS

No laws to protect employment -- California is No laws to protect employment -- California is “At will.” No company interest in skills retention, “At will.” No company interest in skills retention, retraining,etc. it’s all on the individualretraining,etc. it’s all on the individual

Youth is “good”; Maturity is “good”Youth is “good”; Maturity is “good”

Some Silicon Valley SecretsSome Silicon Valley Secrets

““Pay-It-Forward” culture – Silicon Valley Pay-It-Forward” culture – Silicon Valley people are willing to help, network and people are willing to help, network and connect strangersconnect strangers

Failure…Success…Success…Failure…Failure…Success…Success…Failure…Success - A seasoned Silicon Valley Success - A seasoned Silicon Valley entrepreneur has failed and--more often--entrepreneur has failed and--more often--succeeded, past succeeded, past failures are a stepping stone to failures are a stepping stone to future successfuture success

Passion, tenacity, intelligence, and a Passion, tenacity, intelligence, and a willingness to work hard are essential and willingness to work hard are essential and revered – regardless of race, sex, religion, revered – regardless of race, sex, religion, ethnicity…ethnicity…

Reference MaterialsReference Materials

Cross the ChasmCross the Chasm, Geoffrry Moore, Geoffrry Moore The Art of the StartThe Art of the Start, Guy Kawasaki, Guy Kawasaki Business Model GenerationBusiness Model Generation, Alexander Osterwalder, Alexander Osterwalder The Lean StartupThe Lean Startup, Eric Ries, Eric Ries The Startups Owners Manual The Startups Owners Manual – By Steve Blank and – By Steve Blank and

Bob DorfBob Dorf Free Class: How to Build a Startup (EP245) Free Class: How to Build a Startup (EP245)

The Lean LaunchPad The Lean LaunchPad http://www.udacity.com/overview/Course/ep24http://www.udacity.com/overview/Course/ep245/CourseRev/15/CourseRev/1