My Startup Failed and it's all Marketing's Fault

D57aec10399cbb252bd890c2bb3fe1c9?s=47 Brad Montgomery
November 01, 2014

My Startup Failed and it's all Marketing's Fault

A presentation from TechCamp Memphis, 2014.

D57aec10399cbb252bd890c2bb3fe1c9?s=128

Brad Montgomery

November 01, 2014
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Transcript

  1. My Startup Failed And it’s all Marketing’s Fault!

  2. Brad Montgomery Hi, I’m

  3. –Marc Andreessen “The number one reason that we pass on

    entrepreneurs…is their focusing on product to the exclusion of everything else. Many entrepreneurs who build great products simply don’t have a good distribution strategy.” !
  4. 2011 -2013

  5. Work for what? Goal: Better Technical Recruiting Starting with Developers

    (open source)
  6. Corp. Dev. Dev. Dev. Dev. 3rd Party Job Listing

  7. Corp. Dev. Dev. Dev. Dev. WFP

  8. Work for what? Product: Developer Portfolios built upon existing developer

    tools/ communities.
  9. Developer Profile

  10. For Companies… Goal: Expose Great Companies

  11. For Companies… Product: A developer-focused “brochure” for each company. (inbound

    marketing)
  12. Company Page

  13. Who would use this? Number of Employees 0 250 500

    750 1000 Number of Companies 10 100 10k 1M
  14. Work for Pie, actually. Phase One: SaaS Model! (company pages)

  15. Work for Pie, actually. Phase One: SaaS Model! (company pages)

  16. None
  17. Work for Pie, actually. Phase Two: “consulting services”! (Pie Works:

    getpieworks.com)
  18. None
  19. Work for Pie, actually. Phase Three: Sell Out.! (we tried

    to be recruiters)
  20. None
  21. So… Marketing

  22. Marketing mar·ket·ing! /ˈmärkədiNG/ ! noun the action or business of

    promoting and selling products or services, including market research and advertising.
  23. Marketing • Everything you do. • Every word on your

    website. • Every Tweet. • Every Email. • Every Interaction in your app.
  24. How we thought we should do “marketing” • Twitter. •

    Hacker News/Reddit • Meetups/Conferences (attending & sponsoring) • Email. • Our Blog. • Press.
  25. WTF Goes on the Homepage? • Who do we speak

    to? • Companies? • Hiring Managers? • Developers? • “Internal” Recruiters.
  26. We spoke to no one.

  27. –Scott Case “I have no idea what you guys do.”

  28. Hindsight.

  29. Email • We were way too shy (with our developer

    side) • We should have been more analytical about sending email. • A/B Test copy, track calls to action.
  30. Life Cycle Emails • There’s a non-annoying balance… • #1

    way to keep your users engaged.
  31. Sales The process of generating leads, qualifying them, and converting

    them into paying customers. Then being able to repeat this.
  32. Sales • We sent a lot of cold emails. To

    lots and lots of companies. • We hired a “sales as a service” company. • Heed the Maxim: Never hire until you can’t DIY
  33. Sales • We sent a lot of cold emails. To

    lots and lots of companies. • We hired a “sales as a service” company. • Heed the Maxim: Never hire until you can’t DIY
  34. Press • We made friends with a couple journalists and

    got in Mashable and The Next Web. • Great for new features. • Not Sustainable.
  35. Paid Advertising • Lots of targeted Landing pages. • Target

    ads to those companies/managers/people that we wanted to work with. • Focus on Exposure.
  36. Content Marketing. • More Blogging. • Developer Interviews. • How-To

    articles. • Fewer here’s what we’re doing articles.
  37. Engineering as Marketing • We had technical ability • Build

    Useful Micro-sites. • APIs • “Widgets”
  38. BD: Business Development • “Strategic Partnerships” • Most large/successful startups

    did this at some point. • Team up to make both of your services/products better.
  39. BD: Business Development • “Strategic Partnerships” • Most large/successful startups

    did this at some point. • Team up to make both of your services/products better.
  40. Build Market Sale

  41. Build Market Sale

  42. Build Marketing Sales

  43. Resources

  44. Thanks! brad@bradmontgomery.net ! Twitter: bkmontgomery IRC: bkmontgomery