FOUNDER INSTITUTE’S

Go To Market
Session

1
About Sneha
§ Founder & CEO, Step2Growth
− Helping startups create a strong marketing foundation for sclability &
growth

− We work with startups to build a marketing infrastructure that utilizes

a reusable template format
− 2 acquisitions

§ Women of Influence - 2021, Silicon Valley

§ Marketing Strategist, Mentor & Speaker SNEHA
LUNDIA AGRAWAL
− 9+ years of experience in the Tech Industry
Founder & CEO
− Work with accelerators/VCs to conduct mentoring sessions for early-
stage 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 Foundation

Brand Value Messaging &

Identity Proposition Positioning

• Pain points being • Primary & Secondary

• Name
solved Target Markets
• Colors
• Focus on the What & • Competitive advantage
• Fonts Why • Differentiation

4
Effective Marketing Strategy

05
04 Measure
03 Define Results
02 Choose Metrics

01 Define
Audience
Distribution
Channel
Define
Persona
Marketing
Objective

5
Effective Marketing Strategy – Case Study

01 02 03 04 05
Define Define Choose Define Measure
Marketing Audience Distribution Metrics Results
Objective Persona Channel

• Increase • North America • Email • Conversion • CRM

awareness • Infrastructure Marketing • Partners • Google
• 5 new Management • LinkedIn Onboarded Analytics
partners in or Service Outreach • Meetings • Email
Providers booked
next 6 • Events Analytics
months • Leads
• CXOs generated • LinkedIn
• Engagement Analytics
• Emails Opened
• Connections
Accepted

6
Gaining Traction

Measure
Measure results for
your campaign
Choose
Choose the channel for
your outreach

Learn
Apply results to
the next campaign

7
Alignment & Integration

1 STRANGERS Website Social Media Events SEO

AWARENESS

2 VISITORS CTA Forms Landing Pages Collateral

CONSIDERATION

3 LEADS Emails CRM Workflows Content

SELECTION

4 CUSTOMERS RETENTION Support Emails Knowledge Base

5 PROMOTERS ADVOCACY Testimonials Events Case Study

© 2021 Step2Growth.. All Rights Reserved. 8

Customer Journey Map - Content

Awareness
Consideration
Blog
Online Ads Selection
Landing page
Social Media Sign up page Retention
User Experience
News Releases Product page Advocacy
Personalization Chat
Videos Demo Videos Emails Email
Search Emails
Blog
Blog Social Media
Articles
Blog

9
Tools
CRM

• Excel
• Hubspot
• Zoho

Project Management

• Asana
• Clickup
• Monday.com

Email Automation

• MailChimp
• Mailerlite
• Hubspot

Analytics

• Google Analytics
• Google Search Console
• Social Media Channels

12
MUST DOs!

Create a uniform brand

identity

Claim all social

media accounts

Have a mechanism to
capture leads

Create a leads and contacts

workflow

13
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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