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What Marketers Can Learn From Startups

What Marketers Can Learn From Startups

My talk at Password 2019 in Tallinn, Estonia’s largest marketing conference.
For inquiries about speaking engagements, email [email protected].
Most marketers are concerning themselves with only the tip of the funnel, the A end of AIDA. Startups by definition have to be concerned with the whole Get-Keep-Grow funnel. If marketers would start thinking more holistically about how to achieve growth, it will be easier to have a competitive edge and to achieve quick and easy wins by doing what the competition can’t or won’t do, going where they can’t or won’t go. Using an empirical approach, forming hypotheses, designing experiment and learn from the results instead of throwing spaghetti on the wall to see what sticks. Introducing 18 neglected channels that successful startups take advantage of to achieve, complete with the simple and highly actionable “Bullseye Framework” from the book “Traction” to help marketers move the channel experiments forward.

Vidar Andersen

March 21, 2019
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  1. 18CHANNELS
    OF GROWTH
    LEARNINGS FROM STARTUP MARKETING
    PASSWORD
    TALLIN 2019.03.21
    NEGLECTED

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  2. vidarandersen.com*
    *more information about this speaker
    than even his mother would ever want to know
    Hello, I’m…

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  3. SEARCH
    ENGINE
    MARKETING

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  4. REACH HUNDREDS
    OF MILLIONS BY
    ADVERTISING ON
    SEARCH ENGINES

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  5. DISPLAY
    & SOCIAL
    ADS

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  6. REACH MILLIONS
    BY ADVERTISING
    ON SOCIAL MEDIA
    & WEBSITES

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  7. SEARCH
    ENGINE
    OPTIMISATION

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  8. GET TO
    THE TOP
    OF SEARCH
    ENGINES

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  9. HOW FASCINATING
    PLEASE TELL ME MORE

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  10. EIGHTEEN
    CHANNELS
    NEGLECTED
    LEARNINGS FROM STARTUP MARKETING

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  11. TARGET
    POPULAR
    BLOGS
    TO REACH NEW
    AUDIENCES
    LESS

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  12. GET THE WORD
    OUT THERE
    VIA
    TRADITIONAL
    MEDIA

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  13. PR
    UNCONVENTIONAL

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  14. DO STUNTS

    TREAT YOUR
    CUSTOMERS
    OUTRAGEOUSLY
    WELL, ETC

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  15. REACH
    CUSTOMERS
    OFFLINE VIA TV
    RADIO & PRINT

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  16. CONTENT
    MARKETING

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  17. USE YOUR BLOG
    TO EDUCATE 

    & REACH
    CUSTOMERS

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  18. EMAIL
    MARKETING

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  19. REACH & CONVERT
    YOUR PROSPECTS
    WITH TARGETED
    EMAILS

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  20. OKDORK.COM
    CBINSIGHTS.COM
    
KOPYWRITINGKOURSE.COM

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  21. ENGINEERING
    AS MARKETING

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  22. USE ENGINEERING
    AS A RESOURCE 

    TO BUILD TOOLS
    THAT ACQUIRE
    CUSTOMERS

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  23. VIRAL
    MARKETING

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  24. GET USERS
    TO MARKET
    FOR YOU

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  25. USE
    PARTNERSHIPS 

    TO ACQUIRE
    MILLIONS OF
    USERS

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  26. SELL YOUR
    PRODUCT TO
    ENTERPRISES 

    & OTHER
    CUSTOMERS

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  27. AFFILIATE
    PROGRAMS

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  28. GET AFFILIATES
    TO SELL YOUR
    PRODUCT
    FOR YOU

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  29. EXISTING
    PLATFORMS

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  30. TIE YOUR GROWTH
    TO A LARGER
    PLATFORM
    LIKE FACEBOOK
    PINTEREST OR 

    APP STORE

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  31. GET CUSTOMERS
    AND PARTNERS BY
    PARTICIPATING IN
    INDUSTRY
    TRADE SHOWS

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  32. OFFLINE
    EVENTS

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  33. CREATE
    AN EVENT
    TO BRING
    CUSTOMERS
    TO YOU

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  34. SPEAKING
    ENGAGEMENTS

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  35. GIVE SPEECHES
    TO GROUPS OF
    POTENTIAL
    CUSTOMERS

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  36. COMMUNITY
    BUILDING

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  37. BUILD A
    COMMUNITY
    AROUND YOUR
    COMPANY OR
    PRODUCT

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  38. USE SOME
    F*ING
    IMAGINATION

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  39. CONJURE UP
    YOUR OWN
    MAGICAL
    CHANNELS

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  40. USE DATA

    GATHERED
    THROUGH
    EMPIRICAL
    PROCESSES

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  41. THE
    STARTUP
    WAY

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  42. THE
    BULLSEYE
    FRAMEWORK

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  43. WHAT’S
    POSSIBLE?

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  44. What’s
    possible
    1

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  45. Brainstorm
    at least
    one idea
    per channel

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  46. WHAT’S
    PROBABLE?

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  47. What’s
    possible What’s
    probable
    1
    2

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  48. How much 

    will it cost to 

    acquire customers 

    through this channel?

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  49. How many customers 

    are available through
    this channel?

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  50. Are the customers

    you are getting

    through this channel

    the kind of customers

    that you want

    right now?

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  51. DEFINE
    YOUR
    GOALS

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  52. What is the explicit
    goal and expectation
    you are working
    toward?

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  53. DESIGN
    EXPERIMENTS
    TO TEST

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  54. Noah
    Kagan’s
    mint.com
    Traction
    Dashboard

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  55. SPEED
    IS OF THE
    ESSENCE

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  56. WHAT’S
    WORKING?

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  57. What’s
    possible What’s
    probable
    What’s
    working
    1
    2
    3

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  58. DO MORE
    OF WHAT
    WORKS

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  59. OPTIMIZE
    WHAT
    WORKS

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  60. TEST MORE
    NEW STUFF

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  61. RINSE
    LATHER
    REPEAT

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  62. vidarandersen.com
    LET’S
    CONNECT

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