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Laying A Foundation for 
Startup Growth 
April Dunford, COO, Tulip Retail 
@aprildunford Rocketwatcher.com
Warning: You’re Going to 
Hate this Talk
Everyone Wants 
Marketing Magic
The Trick that Makes 
the Money Appear
On the Surface 
Marketing Seems Easy
The Tactics Are Easy to Learn 
There’s an 
“ultimate” guide 
for anything 
(millions of them)
But Startup Folks Never 
Say Making Money is Easy
Why is This So Hard?
Perfect 
Tactics 
On a 
Flawed 
Foundation 
FAIL
Foundational 
Elements
1 
Deep Understanding 
of your 
Target 
Customer
Target Customer 
Target 
Customer 
Unique 
Qualities 
Specific 
Pain 
Gathering 
Spots 
How 
They 
Learn
Story: How is the CEO of a manufacturing 
plant similar to a banker? They aren’t.
Story: That time my best inside sales rep 
taught me all my marketing programs 
were crap
2 
Clear, 
Customer-Oriented 
Messaging
Messaging 
Message 
What do 
we do? 
Unique 
Value Alternatives 
Proof
Story: Databases aren’t always 
Databases and Neither are 
Integration Platforms
3 Understanding 
The Target 
Customer’s 
Buying 
Process
Understand the Buying Process 
Knowing 
the cost of 
not solving 
the 
problem 
Knowing 
the Value 
of solving 
the 
problem 
Knowing 
the value of 
your 
solution 
Why 
purchase 
now? 
Using and 
enjoy the 
offering 
Knowing I 
can’t do 
without the 
offering 
No Need Need Eval Buy Enjoy Re-new 
Current 
solution 
good 
enough 
Value not 
compelling 
Risks too 
high 
Not 
knowing 
how to 
evaluate 
Great but 
not for me 
I might 
change my 
mind 
Too much 
$ 
Bad 
service, 
Bad user 
experience 
Not using 
Decided 
there was 
no need 
Move to 
other 
solution 
Accelerators 
Friction points
Mapping Tactics to a Buying Process 
Buying Stage 
No Need, Need Eval, Buy Enjoy, Refer, Renew 
What Problem-Focused 
Content/Programs 
Solution-Focused 
Content/Programs 
Activation/ 
Engagement-Focused 
Content, Programs 
Examples Articles/blog posts, 
Industry data, trend 
reports, curated content 
Articles/blog posts, 
webinars, events, case 
studies, ROI calculators, 
advertising 
Support content, How to 
guides, Best practices 
guides Forums, User 
Conferences 
Where Where prospects are Partly where they are, 
partly your turf 
Mainly your turf 
Purpose Educate, Entertain, 
Engage 
Differentiate, move to 
eval or sell 
Experience value, 
create raving fans 
Action Permission to 
“market”: likes, follows, 
newsletter/blog signups 
Permission to “sell”: give 
contact info, trial sign-up, 
purchase 
Renewals, Referrals
Story: How I learned to love 
the Proof Of Concept
Thanks 
@aprildunford 
Slides: 
rocketwatcher.com

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Laying a Foundation for Startup Growth

  • 1. Laying A Foundation for Startup Growth April Dunford, COO, Tulip Retail @aprildunford Rocketwatcher.com
  • 2. Warning: You’re Going to Hate this Talk
  • 4. The Trick that Makes the Money Appear
  • 5. On the Surface Marketing Seems Easy
  • 6. The Tactics Are Easy to Learn There’s an “ultimate” guide for anything (millions of them)
  • 7. But Startup Folks Never Say Making Money is Easy
  • 8. Why is This So Hard?
  • 9. Perfect Tactics On a Flawed Foundation FAIL
  • 11. 1 Deep Understanding of your Target Customer
  • 12. Target Customer Target Customer Unique Qualities Specific Pain Gathering Spots How They Learn
  • 13. Story: How is the CEO of a manufacturing plant similar to a banker? They aren’t.
  • 14. Story: That time my best inside sales rep taught me all my marketing programs were crap
  • 16. Messaging Message What do we do? Unique Value Alternatives Proof
  • 17. Story: Databases aren’t always Databases and Neither are Integration Platforms
  • 18. 3 Understanding The Target Customer’s Buying Process
  • 19. Understand the Buying Process Knowing the cost of not solving the problem Knowing the Value of solving the problem Knowing the value of your solution Why purchase now? Using and enjoy the offering Knowing I can’t do without the offering No Need Need Eval Buy Enjoy Re-new Current solution good enough Value not compelling Risks too high Not knowing how to evaluate Great but not for me I might change my mind Too much $ Bad service, Bad user experience Not using Decided there was no need Move to other solution Accelerators Friction points
  • 20. Mapping Tactics to a Buying Process Buying Stage No Need, Need Eval, Buy Enjoy, Refer, Renew What Problem-Focused Content/Programs Solution-Focused Content/Programs Activation/ Engagement-Focused Content, Programs Examples Articles/blog posts, Industry data, trend reports, curated content Articles/blog posts, webinars, events, case studies, ROI calculators, advertising Support content, How to guides, Best practices guides Forums, User Conferences Where Where prospects are Partly where they are, partly your turf Mainly your turf Purpose Educate, Entertain, Engage Differentiate, move to eval or sell Experience value, create raving fans Action Permission to “market”: likes, follows, newsletter/blog signups Permission to “sell”: give contact info, trial sign-up, purchase Renewals, Referrals
  • 21. Story: How I learned to love the Proof Of Concept
  • 22. Thanks @aprildunford Slides: rocketwatcher.com