Here is an updated version of a talk i gave a few weeks back for our Facebook class at Stanford. The presentation is about Metrics-Driven Marketing Strategy and how to use metrics to design a marketing plan (and product features). It's related to previous "Startup Metrics for Pirates" talks / posts i've done, but emphasizes marketing a little more than product.
Some quick points:
- marketing strategy is a list of target marketing channels & campaigns
- a [hi-level] marketing plan can be a 1-page table of target channels
- channel priority is based on 3 factors: lead volume, conversion, & cost
- measure as deep down the conversion funnel as possible (ideally to $$$)
fyi: slide 12 is an example chart of marketing channels and potential volume / cost / effort that might be helpful for folks to check out, altho please note that my assessments are highly subjective and probably are quite dependent on the specific business in question.