Startup Growth Workshop: How to Implement a Customer-First Marketing Approach

B2B Growth Marketing for Start Up / Scale Up organisations from Startup Grind Scotland.

The traditional ‘lead generation approach is outdated and becoming ineffective at creating long-term success for B2B startups that are looking to scale. Switching to a ‘demand generation’ and customer-centric marketing approach is now proving to be the key in supporting attribution and retention for the long term.

With that in mind, Startup Grind Scotland is presenting a workshop on how to implement a demand generation marketing approach that is centred around your customer.

Using quantitative and qualitative insights to develop a genuine understanding of your customer and by focusing on a value-led strategy, you will embed not only a transformative marketing action plan, but also a customer-centric internal culture as you scale your business.

What to expect:

• An overview of the changing marketing landscape from lead generation to demand generation
• A step-by-step guide to building a customer-first marketing strategy
• How to find your key buyers through focusing on where ‘intent’ lies
• How to maximise marketing’s impact, even with a smaller budget
• The challenges to expect in the shift from one approach to the other
• Tactics - what channels to focus your marketing efforts as you grow
• How to align marketing and sales effectively
• A guide to measurement; where marketing ends and sales takes over while measuring success
• A sample framework to get you started
• Q&A and workshop exercises

Who you are:

• This workshop is limited to 15 attendees that are of Director/Founder level or Marketing Lead.

Date: Thurs 13th Oct

Time: 10.00 - 13.00

Duration: 2 hours with a break and time for networking

About your host

Amy Kelly is a B2B Growth Marketer based in Edinburgh. For the last 3 years, Amy has been leading the European marketing efforts of UserTesting, the Silicon Valley tech scaleup that opened their EMEA headquarters in Edinburgh in July 2019. Amy moved up from London to build the EMEA marketing program from scratch for UserTesting and therefore helped scale the business 800% from Q3 2019 to Q2 2022. Previous to UserTesting, Amy held B2B

marketing roles at Facebook, YouTube, ITV and three different agencies under the Publicis Group umbrella. Amy now runs her own consultancy, with a focus on supporting the Scottish Tech sector. Amy is originally from the West coast of Scotland and is Graduate of the University of Glasgow business school. Further qualifications include a Post Graduate certificate in International Business and a Digital Marketing Professional Diploma from the Chartered Institute of Marketing.