5 Ways to get a ‘yes’ from the marketing manager
Having sat on the ‘other side’ of the table for many years, I wanted to provide a few pointers on what my previous brand team and I looked for from startups, to help us make the final ‘yes/no’ decision.
1. BE RELIABLE:
It is absolutely crucial that you arrive on time. If you arrive late, you are saying that you don’t class the meeting (and the brand) as important. It implies that you yourself aren’t reliable when it comes to meeting deadlines. In most cases if you’ve missed the first deadline (your first meeting), you’ve missed the opportunity.
2. BE SERIOUS:
It is important that you have an online presence. A Marketing Manager will search online for more information about you and, the technology in question. Make sure that you have an up to date, professional looking website, and if you are on social media, ensure that you are posting on a regular basis.
If you don’t have a polished website and your social accounts haven’t been activated for some time, it will just convince the Marketing Manager that you are not ready to work with a brand yet.
3. BE CLEAR:
When you present to a Marketing Manager, it is crucial that you explain your technology in a very simple and easy to understand way. Far too many startups will try and get everything out in one go and subsequently, lose the interest (and attention) of the Marketing Manager. When you prepare a presentation deck, you should present the following five slides:
Slide1. What problem does your tech solve? (one sentence)
Slide 2. How does your tech work? (either a simple diagram or using a handful of bullet points)
Slide 3. How is your tech different/unique to anything else in the market place? (again use simple bullet points)
Slide 4. How your tech could work for the brand in question and what a ‘priced’ trial could look like.
Slide 5. A final ‘thank you’ slide with your main contact details.
(email address/phone number)
In addition, if you want to significantly increase your chances of getting business, then create ‘Cut and Paste’ slides. These are slides that a Marketing Manager can just take and use for their own internal presentation in the near future. Make your slides so easy to understand that someone else could easily present the content.
4. MAKE IT WORK:
Obvious, but often forgotten. It is highly recommended to demonstrate how your tech looks/feels and works. If possible, also create a ‘mock-up’ of how the brand in question would look within your tech. This customisation helps the Marketing Manager to visualise how the end result will look when it goes to market. It always helps to move closer towards a ‘yes’ decision.
5. SHOW BENEFITS:
This is the most crucial piece of reassurance that is needed. Unlike investment decks, do not include details about your wider team, your investment goals, how your tech is built – this is irrelevant to a Marketing Manager. They just want to know how your tech can help their brand grow and keep ahead of the competition (hopefully also helping the Marketing Manager’s career grow in the process.) Focus on ‘what your tech can do for THE BRAND’ not just ‘what your tech can do’ – a very small, but very significant difference.
Unfortunately, there is no ‘silver bullet’ to successfully acquire new business – if only! Presentations are always unpredictable and nothing is guaranteed. The smallest thing can make the biggest difference between ‘yes, I want to pilot your tech’ and ‘sorry, but there are no opportunities at this present time.’
Hopefully, the aforementioned advice may provide you with the required ‘marginal gain’ towards achieving a ‘yes’ answer – GOOD LUCK!