Metrics-Driven Marketing Strategy (+ a little Product Strategy too)

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.

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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.

Comments

[Catherine Moore]

There are different ways to market a product or service on the web. However,the bottom line of any new product marketing strategy is to make targeted clients or customers visit or at least stumble the site that is being promoted. Online marketing can be done through emails, blogs, online advertisements, back linking, and other SEO techniques.

[Raj Gajwani]

Two thumbs up, Dave!

Thumb #1: thanks for sharing your marketing wisdom. The power of your advice (especially for busy entrepreneurs) is in its clarity.

Thumb #2: thanks for demonstrating the value of SlideShare. The concept didn't grab me when I first heard about it. Your blog, though, makes it pretty clear why SlideShare is such a cool service.

Nicely done!