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Marketing & Sales for 

     B2B & B2C Startups"
                     "

         for Early Stage Start-ups!


              by Bryan Starbuck
               CEO of       .
CEO at                   , before acquisition

1
Sales & Marketing

    With Sales Teams
          (B2B)


2
Is Phone Sales Strategy for Me?



     NO        If each sale is less
                 than $8k to $15k




     Yes              If $15k+ in
                       each sale

 3
High Growth from Phone Sales
2008 Revenues from Phone Sales Strategy companies…



     $168 million      $215 million            $163 million




     $295 million      $152 million            $87 million




          $1 billion                  $178 million

 4
Sales Strategies

 Sales     eCommerce                 Phone                  Channel
Strategy                             Sales                   Sales
           •  No Sales People   •  Lower Risk           •  No Sales People
           (no capital)         Marketing               (no capital)
                                •  Higher Prices        •  Sales is
                                •  Faster to scale      Outsourced
 Pros                           Sales                   •  Most benefits from
                                •  Able to Create       Phone Sales
                                Demand

           •  Higher Risk       •  Capital needed for   •  Often not an
           Marketing            Sales Team              option
 Cons      •  Lower Prices      •  Time needed for      •  Risk that Channel
           •  Can’t Scale as    Sales Efficiency        won’t perform
           Easily



 5
B2C vs Small vs Mid-Market vs Enterprise

Consumers      B2B            B2B               B2B
   B2C        Small        Mid-Market        Enterprise
            Companies
              0 to 1,000   1,000 to 20,000     20,000+
             Employees       Employees        Employees




     eCommerce

                            Phone Sales

 6
Phone Sales -- Lead Marketing

                         Number of
                           Leads

  Lead                    Cost-Per-
Marketing                   Lead

                             Lead
                            Quality
 7
Marketing for Phone Sales
 Dave McClure’s eCommerce      If you are
      Marketing Model
                            closing sales at
                             the “Prove it”
                              Alpha stage:

                            Get Leads from
                              Linked-In
                            It is perfect for your early scrappy stage




 8
Must Read Books




                        The Perfect
     Spin Selling       SalesForce
                       by Derek Gatehouse
     by Neil Rackham
 9
Buy-Offs needed to Close


                    Understand
                    Participants                     Financial
      User Buyer
                   •  Map out Demographics             Buyer
                   •  Tactics to unblock each
                   •  Showing ROI often required
                   •  Don’t interview “friends”
                      to find blocking issues


       Technical                                   Final Decision
         Buyer                                         Maker

 10
Closing the Sale




 •  CLOSE when they RECOGNIZE value
 •  Know when progress isn’t happening
 •  Handle Budgets & Finalizing details

 11
NO Sales Teams

       B2C & B2B

12
Dave McClure marketing Model




 13
Your Positioning and Uniqueness
                  Old School   New School
                  HIGH COST
Manual Solution
                                     High Cost
                   Market
                   Leader

                               Is Your Startup here or
                                        here
                  LOW COST

                   Market
                   Leader             Low Cost


 14
Hotmail.com
                             GROWTH
                                      HACKIN
                                             G
     TO: JimFriend@aol.com
     From: Me@aol.com




     Sent by hotmail.com



15
AirBnB
                      GROWTH
                               HACKIN
Customer                              G



     Post to AirBnB


                   Post to
                  CraigsList
16
Digg
                GROWTH
                         HACKIN
                                G
      Many
     Websites



                  Digg.com

17
“INBOUND”
                                OR
                      SEOMOZ STY
                                 LE
     “X Problem” can be solved better
      our unique	

              uniquely	

by “Y Solution” which we rock at



Blogging              Facebook   Articles
18
The END




19

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Marketing and Sales strategies for Startups

  • 1. Marketing & Sales for 
 B2B & B2C Startups" " for Early Stage Start-ups! by Bryan Starbuck CEO of . CEO at , before acquisition 1
  • 2. Sales & Marketing With Sales Teams (B2B) 2
  • 3. Is Phone Sales Strategy for Me? NO If each sale is less than $8k to $15k Yes If $15k+ in each sale 3
  • 4. High Growth from Phone Sales 2008 Revenues from Phone Sales Strategy companies… $168 million $215 million $163 million $295 million $152 million $87 million $1 billion $178 million 4
  • 5. Sales Strategies Sales eCommerce Phone Channel Strategy Sales Sales •  No Sales People •  Lower Risk •  No Sales People (no capital) Marketing (no capital) •  Higher Prices •  Sales is •  Faster to scale Outsourced Pros Sales •  Most benefits from •  Able to Create Phone Sales Demand •  Higher Risk •  Capital needed for •  Often not an Marketing Sales Team option Cons •  Lower Prices •  Time needed for •  Risk that Channel •  Can’t Scale as Sales Efficiency won’t perform Easily 5
  • 6. B2C vs Small vs Mid-Market vs Enterprise Consumers B2B B2B B2B B2C Small Mid-Market Enterprise Companies 0 to 1,000 1,000 to 20,000 20,000+ Employees Employees Employees eCommerce Phone Sales 6
  • 7. Phone Sales -- Lead Marketing Number of Leads Lead Cost-Per- Marketing Lead Lead Quality 7
  • 8. Marketing for Phone Sales Dave McClure’s eCommerce If you are Marketing Model closing sales at the “Prove it” Alpha stage: Get Leads from Linked-In It is perfect for your early scrappy stage 8
  • 9. Must Read Books The Perfect Spin Selling SalesForce by Derek Gatehouse by Neil Rackham 9
  • 10. Buy-Offs needed to Close Understand Participants Financial User Buyer •  Map out Demographics Buyer •  Tactics to unblock each •  Showing ROI often required •  Don’t interview “friends” to find blocking issues Technical Final Decision Buyer Maker 10
  • 11. Closing the Sale •  CLOSE when they RECOGNIZE value •  Know when progress isn’t happening •  Handle Budgets & Finalizing details 11
  • 12. NO Sales Teams B2C & B2B 12
  • 14. Your Positioning and Uniqueness Old School New School HIGH COST Manual Solution High Cost Market Leader Is Your Startup here or here LOW COST Market Leader Low Cost 14
  • 15. Hotmail.com GROWTH HACKIN G TO: JimFriend@aol.com From: Me@aol.com Sent by hotmail.com 15
  • 16. AirBnB GROWTH HACKIN Customer G Post to AirBnB Post to CraigsList 16
  • 17. Digg GROWTH HACKIN G Many Websites Digg.com 17
  • 18. “INBOUND” OR SEOMOZ STY LE “X Problem” can be solved better our unique uniquely by “Y Solution” which we rock at Blogging Facebook Articles 18