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Printable Handouts
Navigable Slide Index
- Introduction
- Goals of the talk
- About me: Christopher Lier
- Overview of marketing goals
- Organic vs. paid
- Starting point
- Case Study 1: LeadGen App
- Company overview: LeadGen
- Timing (1)
- Timing (2)
- Timing: Facebook group engagement
- Timing: Building a community
- Timing: Engagement with the industry
- Timing: Start with your power base
- Timing: The early journey of an SaaS brand
- Financing
- Financing options
- Goals: How to set goals (1)
- Goals: KPIs (1)
- Goals: KPIs (2)
- Goals: How to set goals (2)
- Case Study 2: IEC Abroad
- Company overview: IEC Abroad
- Timing: IEC Abroad
- Improving website experience
- Growing search traffic
- SEO results
- Summary
- Thank you!
This material is restricted to subscribers.
Topics Covered
- Organic vs. paid marketing
- LeadGen app
- Building a community
- The early journey of growing an SaaS brand
- IEC abroad
- Improving website experience
- Growing search traffic
- SEO results
Talk Citation
Lier, C. (2021, November 28). Digital marketing channels for different stages of growth [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 10, 2024, from https://doi.org/10.69645/WYRD8277.Export Citation (RIS)
Publication History
Extended-form Case Study
Digital marketing channels for different stages of growth
Published on November 28, 2021
32 min
Transcript
Please wait while the transcript is being prepared...
0:00
Hi, welcome to this talk, my name is Christopher Lier.
I'm a start-up founder and Chief Marketing Officer of the LeadGen App.
With this talk, I'd like to give you insights into marketing in a start-up business,
but also how marketing differs in different stages of growth in a company's life cycle.
We're going to look at two case studies, and the outcome should be an understanding of
what type of marketing channels exist, and how you can use them differently
at different stages of your company.
0:33
The goals of the talk.
I'll walk you through a case study of growing a software-as-a-service company
from the ground up.
This would be our example of the start-up that I'm involved in,
but we'll also look into another case study as well, so that you can really see how
marketing differs, and how things work differently at what stage.
We are going to be highlighting the different approaches to scaling marketing channels,
how you can combine research and marketing to find product-market fit
- an essential thing in the stage of growing a start-up -
and goal setting and accountability so that you can ensure your marketing pays off,
and that you can follow through with it.
This is a topic I'm very passionate about, because obviously I'm doing it myself,
right now (and we've come quite a long way up to the present day),
and because a lot of start-ups struggle and have challenges with marketing,
especially at the beginning.
That's the whole purpose, and if I can give anyone some idea in how to use marketing
in their journey, and whatever career path they choose,
that's what I'd like to share with you.
1:35
A little bit about me.
My name is Christopher Lier, I grew up in Germany originally, and started my career
heading into a corporate study program with a big multinational brand.
That was the initial path I took.
I was doing a business administration degree, I learned a lot of things
and saw a lot of different departments, but at the same time I came to
the realisation it was not fully what I wanted to do long-term.
So I changed my course, took a big jump, moved to another country (to the UK),
and then finished in 2017 with a Bachelor of Science
in International Business and Entrepreneurship.
I started my first company, Leadcube Media (a digital marketing agency) in 2017,
straight after finishing university.
I learned it while I was studying, so I used some time during my studies
to learn different channels, different techniques, I experimented a lot,
and then that gave me the confidence to also say,
"I'm going to take the jump and start my own marketing agency".
I then also co-founded the LeadGen App, a software-as-a-service brand.
The difference from the agency is this is a product business, so it requires
a completely different set of marketing versus winning service clients.
It's much easier in a way, in that winning service clients is something you can do
with one or two clients, you can do contract services.
Building a product is way harder than running a service, and that's the key difference
between winning service clients in an agency model,
versus building a start-up with a product-based business.
I'm also running a B2B marketing podcast, where we invite guests,
and they go deep into certain marketing topics.
I'm passionate about marketing psychology and personal development.