FOUNDER INSTITUTE’S

Go To Market
Session

1
About Sneha
§ Founder & CEO, Step2Growth
− Marketing Incubator - Helping startups create a strong marketing
foundation for scalability & growth

− 2 acquisitions

§ Women of Influence - 2021, Silicon Valley

§ Member, Forbes Business Council
§ Marketing Strategist, Mentor & Speaker SNEHA
− 9+ years of experience in the Tech Industry LUNDIA AGRAWAL
− Work with accelerators/VCs to conduct workshops for early-stage Founder & CEO
startups
− Worked as the marketing lead with multiple startups in SV

2
Marketing Pyramid

Systems, Processes & Tools

Alignment

Strategize your Go to Market

outreach

Branding, Messaging & Positioning

Marketing Foundation

3
Marketing Plan

Aspiration Objectives Technology

02 04 06

01 03 05

Situation Strategy Budget

5
Opportunities in
pipeline

Cost per lead

Contacts in Situation
Database
Analysis
Customer
lifetime value
New leads by
channels
 Technology & Employee
Business BUSINESS Financial Customer
Processes Growth

Objectives Objectives

Programs &
Initiatives

KPIs and Target

Timeframes

Objective #1 – Generate Enough Leads to Hit Revenue Growth Target

Marketing Programs, Initiatives and Actions KPIs and Metrics Target Timeframes

Objectives • Enter programs here • Enter KPIs here • Goal timeframes here

Objective #2 – Implement New Marketing Technology Infrastructure

Programs, Initiatives and Actions KPIs and Metrics Target Timeframes

• Enter programs here • Enter KPIs here • Goal timeframes here

Objective #3 – Launch New Product

Programs, Initiatives and Actions KPIs and Metrics Target Timeframes

• Enter programs here • Enter KPIs here • Goal timeframes here

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 Technology &
Business Financial Customer
Processes
Employee Growth

Objectives Objectives
•
•
500k Rev
2 million in funding
• 50 new customers • Stable version of core
platform
• Identify
• 5 Engineers
• 1 Business
Development
industry vertical to • 2 Advisors
build solutions
• Positioning • Lead Generation • Invest in testing • Hiring Plan
• Pitch Deck • Reach out to • Build test cases to
Programs & Initiatives database cover 75-80% of
• Partnership building code coverage

• Investor • Number of qualified • Product progress • Number of employee

KPIs and Target conversations leads onboarding
Timeframes • Number of
opportunities

Objective #1 – Generate Enough Leads to Hit Revenue Growth Target

Marketing Programs, Initiatives and Actions KPIs and Metrics Target Timeframes

Objectives •
•
LinkedIn Outreach
Events - Sponsorship
• Relevant connections made
on LinkedIn
• 12 Months

• Number of leads Generated

Objective #2 – Investor Outreach

Programs, Initiatives and Actions KPIs and Metrics Target Timeframes
• Create a list of investors • Number of Meetings with Investors • 6 Months
• Finalize Pitch Deck • Funding Raised
• Reach out to Investors
• Follow up

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Ideal Customer Profile (ICP)
Demographics (who they are)
Annual Revenue 100k - 50M

# Employees 1 - 100

Industry B2B (healthcare, finance, insurance, tech, manufacturing, pharma)

Psychographics (how they think)

Culture Open to new ideas and change, flexible and agile in their approach

Growth Orientation Focused on growth and testing new ideas that produce increased results
Technology Adoption
Early adopters of new technologies
Profile

Behavioral (how they act)

Conduct research and consume lots of content from various sources before
Engagement
making decisions

Buying Process Individual or small team based.

Environment (their situation)

Technology Landscape Have not implemented marketing automation

Geographic Location Based in USA

Alignment with I/T NA

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 Business Buyer Persona Technical Buyer Persona
Age 28 Age 36

Income $45,000 per year Income $75,000 per year

Experience 5 years in Marketing Experience 10 years in Information Technology

Education University or College Degree in Business Education University Degree in Computer Science

Decision-Making Make decisions quickly Decision-Making Doesn't like to make decisions quickly

Like being active and busy, dislike pushy Dislikes end users who violate security
Likes & Dislikes salespeople and complex software Likes & Dislikes policies
Read online daily, have far too many email Online forums with techies, virtual
Media newsletter subscriptions Media conferences, technology analyst reports
Excellent project manager and skilled at Very organized and tech savvy, not the best
Habits & Skills working with outside agencies Habits & Skills communicator
Typically get information from reading Posts questions on forums, reads
Research reviews online or talking to peers Research whitepapers, contacts reference clients
Uses Microsoft Office but I/T manager makes Technology Runs the datacenter and network for the
Technology Skills it difficult to buy new software
Skills business

Buying Power Has sign-off authority for under $1,000 Buying Power Can authorize purchases up to $5,000

Purchasing Reviews products, discusses with team and Purchasing Identifies trends, researches solutions,
Process makes purchase with credit card Process requirements, vendors demos, contracts

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Positioning

Persona The
Overview Competition

Product/
Service 02 03 Differentiator
Description
01 04
POSITIONING
FRAMEWORK
Positioning
Review date

Product description

The competition

Persona overview

Unique differentiator The challenge The value

Unique differentiator #2 Challenge #2 Value #2

Unique differentiator #2 Challenge #2 Value #2

Unique differentiator #3 Challenge #3 Value #3

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Lead Generation
LinkedIn
Channels

Be where your ICP is!

Email

Events

Existing Network

Partners
Customer Journey Map
DECISION
Let me get approval for this
and make the purchase

START PROMOTER
CONSIDERATION I love this product! I will let
I have shortlisted 3 options others know about this too!
that work best for me

FINISH

CUSTOMER
I need an easy to use CRM to
manage my opportunity
pipeline

CUSTOMER
Yay! I now have an easy to use
DISCOVERY CREDEBILITY CRM setup
Let’s see what solutions are Let me check out some
available reviews and success stories
Buyers and Sellers Journey
Buyer Stage Need Discovery Consideration Decision Advocacy
Goal is to purchase the
Identification of problem or Search for solutions to Assess alternatives and Did the purchase accomplish
Description product/service that satisfies
business opportunity problems/opportunities gather info on solutions its objectives?
the need
Buyer reviews product or
Buyer becomes aware of a Buyer finds our solution and Buyer evaluates solutions & Buyer must make decision to
Action service and becomes a
problem or opportunity competitive solutions enters into “trials” purchase a solution
product/service enthusiast

Do I need this? What are What differentiates you from Is this solution easy to use? How can I prove a Return on Is the solution providing
Questions
my requirements? your competitors? How long will it take? Investment? value?

Duration 1 Day 7 Days 30 Days 15 Days On-Going

Thought leaders, review Customers, Internal

Influencers Thought Leaders, Blogs Customer service, Marketing IT, Marketing, Sales
sites, customers, competitors departments

Seller Action Provoke Educate Explain Reassure Renew

Infographics eBooks Pricing Sheets
Build "need" into key Satisfaction Survey
Blog Posts Webinars ROI Calculators
Content messaging. Write problem New Releases
Viral Videos Case Studies Business Cases
and solution blog posts. Contests
Analyst Reports Demo Videos Testimonials
Alignment & Integration

1 STRANGERS Website Social Media Events SEO

AWARENESS

2 VISITORS CTA Forms Landing Pages Downloads

CONSIDERATION

3 LEADS Emails CRM Workflows Automation

SELECTION

4 CUSTOMERS RETENTION Support Emails Knowledge Base

5 PROMOTERS ADVOCACY Testimonials Events Success Stories

© 2021 Step2Growth.. All Rights Reserved. 19

12 – 20% of your projected revenue

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Thank You!
Most startups lack the time & expertise to build a
strong marketing foundation. At Step2Growth we help
you build a scalable marketing infrastructure that
enables growth & efficiency.

Sneha@step2growth.com

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