TO SCALE YOUR BUSINESS, YOU’RE GOING TO NEED MARKETING?

But where do you start? Should you hire a marketer, or outsource to an agency? How much should you spend on marketing? What should your priorities be? What infrastructure do you need in place?

Marketing can be puzzling with the array of advice available mind-boggling and, frankly, sometimes, low quality. Don't worry, we've got your back with our Scale-up Marketing Roundtables.

Join our experts as they guide you through the fundamentals of creating a marketing function for your high growth business.

What will you get from the Roundtables?

Each Roundtable will explore the core concepts of marketing you need to know about as you grow your start-up. You will leave with a better understanding of what it takes to build a marketing operation that supports your growth objectives.

You will have the opportunity to ask our experts for advice on your challenges.

We encourage you to attend all five Rountables to get the best possible learnings, which include:

1: What is Marketing for Scale-Ups?

• Growth Marketing vs Brand
• Understanding product-market fit
• Getting to grips with Segmentation, Targeting and Positioning
• Understanding the Bullseye framework

Date and time: Thursday 28th April at 12 midday (UK)

2: What Type of Scale-Up Marketing do you Need?

• Platform to Scale – The four fits
• Scale-up mix – Generalising to Specialising
• Brand building – Digging the moat
• Strategy vs. Execution – What changes from a Start-up
• Scale-up marketing levers – Funnel optimisations, company acquisitions and new territories

Date and time: Tuesday 3rd May at 12 midday (UK)

3: What does Marketing Cost and Measuring ROI

• Retainer vs performance
• CPC, CPA, PPC, WTF, OMG!
• Budgets and Performance Measurement
• How do you Calculate a Marketing Budget?
• Managing and Measuring Marketing Performance
• Management – Communication, Tracking Deliverables and Results
• Contracts and Agreements

Date and time: Thursday 12th May at 12 midday (UK)

4: You've got a Marketing Problem, Should you Hire?

• Hiring a Marketing Ace, or Outsourcing to an Agency
• Balancing Urgency, Resources and In-house Expertise
• Building a Working Relationship
• Creating a Team Environment that Delivers

Date and time: Wednesday 18th May at 12 midday (UK)

5: Find and Hire the Best Fit Agency

• Understanding different types of agencies?
• Managing an effective procurement process
• What about fractional CMOs?

Date and time: Friday 27th May at 12 midday (UK)

Format:

The roundtables will be approximately 30-45 in length and will be held on Zoom.

They will include a short presentation followed by a moderated discussion as we explore the core concepts of marketing and how to apply these in a start-up/scale-up environment. You can pose your questions to be answered by our team of marketing experts.

We encourage you to join for all sessions to build your knowledge of marketing and how it can be applied in your high growth business.

Who are the Roundtables for?

Anyone in a start-up, scale-up or high growth environment, including:

• Founders, strategists, board members and senior leadership teams
• Chief Revenue or Chief Growth Officers
• CTO, CIO and other technologists responsible for product development
• Marketing Directors or Head of Marketing, Marketing Managers and Marketing Executives
• Sales and Business Development officers
• Customer experience leads

Note: You do not need a background in marketing to benefit from attending these roundtable events.

Course Leaders:

Andy Bargery

Andy is a seasoned marketer, starting out at big brands Compaq and Walkers Crisps in the late 90s. He has accumulated more than 20 years of experience working in marketing, including spells at leading agencies Pleon and Ketchum before founding Klaxon; a marketing communications agency. Andy has worked across multiple sectors during his career, and his past clients include Google, the EU, Vodafone, lastminute.com, Astra Zeneca, FedEx, Xerox, Oracle, Shell and a wide array of SMEs.

Andy teaches Chartered Institute of Marketing professional qualifications and marketing apprenticeships. He is also a Non-Exec Director for start-ups and SMEs and is currently in the process of exiting a hospitality business.

Tom Dewhurst

Tom’s entrepreneurial instincts started young. In his teens he started a small venture selling child identification cards to parents and got the taste for running a business there. He studied the boring-sounding but infinitely practical Business Administration course at the University of Bath, and after a couple of stints as a product manager at Accenture and Vodafone came back to what he really wanted to do – starting a business and growing it. Ordoo was the result – a mobile ordering app – perfect for the Pandemic Age, only he had the idea back in 2015 when most restaurant owners hadn’t even heard of QR codes.

Tom grew Ordoo with the help of Tristan, and they experienced the UK start-up world on the ground and in the trenches. One of the biggest headaches they noticed for founders was finding and properly validating channels to market – enter: Growth Division. A growth marketing consultancy working with high-growth companies to bring innovative ideas to market.

Tristan Gillen

Tristan has worked with over 50 startups in the last few years in a variety of capacities: as a founder, on the founding team, as a consultant or with his current growth marketing agency Growth Division. Growth Division helps startups find and validate channels to market through their community of growth experts, and has worked with the likes of Startups.com, Seedlegals, Oddbox and Weavr.

He also ran a coworking space in Budapest for a while but has now settled down in Lisbon.

Ed Davidson

Ed is an independent Marketing and Growth Consultant. After 15+ years working for venture capital and private equity backed businesses, he now provides tailored consultancy to empower teams; driving growth towards their next funding round.

Alan Furley

Alan is co-founder and CEO of ISL Talent, a business that helps tech startups and scaleups grow through talent planning and finding great people. His focus is on setting the strategy for growth and holding accountability for the sales and marketing strategy. Alan supports several seed and venture accelerators, providing expertise, particularly around people and scaling teams to companies looking to raise investment and grow. He has supported Digital Catapult on their technology programmes and presented to audiences from SETSquared, Future Space and TechSPARK.

Alan mentors on the University of Bristol and UWE enterprise schemes, works with the Cranfield Trust helping leaders of charities, and volunteers for Founder4Schools, helping school children with interview skills and career choices.

He completed the Goldman Sachs 10,000 Small Businesses programme in 2018, was one of the Insider SW 42 under 42 in 2019, and was delighted to help ISL become a UK Best Workplace for the 3rd time in 2020.