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BUILDING A GROWTH ENGINE
FOR STARTUPS
CEZARY PIETRZAK
Presented to Techstars Atlanta
August 24, 2016
@ckp
MY BACKGROUND
2000 - 2004
2005 - 2008
CEZARY & CO
2008 - 2012
2012
2013
2014
GROWTH TOPICS I WILL COVER TODAY
PART 1
Fundamentals
PART 2
Testing + Data
PART 3
Marketing Channels
WRITE IT DOWN…OR IT DIDN’T HAPPEN
PART 1: FUNDAMENTALS
Marketing fundamentals canvas
Target audience exploration
Messaging architecture
Moments + places
MARKETING FUNDAMENTALS CANVAS
Mission
Vision
Brand
Target Audience
Market Niche
Key Message
TARGET AUDIENCE EXPLORATION
Market Size
Demographics
Mindset
Tools
Behavior Frequency
MESSAGING
Key Message
Key Descriptor
Mission
Vision
Audience

Mindset
Industry Realities
Functional Benefit
Emotional Benefits
Tone
Boilerplate
PART 2: TESTING + DATA
Develop hypotheses
Prioritize channels
Map out marketing + sales funnel
Set up data + tracking strategy
DEVELOP GROWTH HYPOTHESES
Sources
Behavioral insights
Background research
Industry benchmarks
Company stage

Growth goals
Investor requirements
Previous hypotheses
Data
Experiment
Type
Key Metric
Prediction
Outcome
Resources
PRIORITIZE CHANNELS
MAP OUT YOUR MARKETING + SALES FUNNEL
B2C
Acquisition
Onboarding
Engagement
Retention
Revenue
Referral
B2B
1 New
2 Contacted
3 Phone Call
4 MQL
5 SQL
6 Opportunity
7 Nurture
Mobile
Web/Mobile Web > App Store > Install > Open > Signup
SETUP YOUR DATA + TRACKING STRATEGY
CRM
Data Layer
Business Intelligence
Data Warehouse
Attribution
PART 3: MARKETING CHANNELS
Paid Ads
Message Automation
Lead Gen + List Building
Cold Outreach
Referral Program
PAID ADS
Principles
Own your data
Don’t trust platforms
CTR = vanity metric
One tracking source
Dashboards
Campaign
Daily
Creative
MESSAGE AUTOMATION
Process
Use marketing funnel as base
Think of actions / non-actions
Keep it simple
Ship one email at a time
A/B test from the start
Analyze + optimize
Elements
Message flow
User action
Condition
Timing
Move to flow
LEAD GEN + LIST BUILDING
Process
Source company list
Merge databases
Sanitize data
Find people / roles
Generate emails
Enrich data
Data
Company
Contact / Role
Email
Supporting Data
COLD OUTREACH
Process
Break down audience mindset
Focus on subject lines first
Personalize as much as possible
Use tactics like “Re:” in subject
Set up 3-5 step direct sell drip
Shift to content marketing
Move back to direct sell
REFERRAL PROGRAMS
Elements
Passive discovery
Proactive discovery
Invitation mechanism
Invitation timing
Offer
Follow-up
Tracking
Considerations
NPS score

Dev support
Minimum setup
LEARN ABOUT
MARKETING + GROWTH + MOBILE
CEZARY.CO
@ckp

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