Summer Catalyst Program WEEK2: ThousandEyes-Paid Acquisition + Weekly Luncheons
BabsonSF’s Summer Catalyst program is in full swing and our entrepreneurs are progressing on their startups! Every week, everyone updates the community on their achievements, key learnings, and goals that they hope to accomplish.
After, we had the opportunity to hear from Yosef Javed, Acquisition Marketing Manager from ThousandEyes, a network intelligence software company that troubleshoots application delivery and maps Internet performance using a SaaS-based platform. Yosef delivered an effective presentation on paid acquisition and it was well received by the participants. He revealed that in order to truly utilize the benefits of paid acquisition campaigns, you need money. The key to seeing high customer turnovers through paid acquisition tactics is making sure that these methods are being used in a consistent, long-term basis, which requires constant capital.
At the same time, Yosef recommended focusing on product marketing. By promoting products through influencer endorsements, published articles, and social media or at conferences, you are making substantial efforts to give your product more exposure. Yosef believes that the best channel for early stage marketing is through Adwords:
- Keyword intent and research
- Account structure- use SKAG
- Conversion tracking setup
- Keyword matchtypes
- Negative keywords
- Ad copy
Later in the week, the Summer Catalyst participants and members from Contrary Capital came together to enjoy catered Italian food. We had Shaun Steingold MBA’08, the Founder and Managing Director of Momentum Labs, and Laurence Van den Keybus, the Executive Director at Belgian-American Chamber of Commerce in SF, join us for lunch. We are excited to have our alums and friends attend our weekly luncheons and network with the rest of the Babson San Francisco community.
Stay tuned via instagram @babsonsf to see the latest events at our San Francisco campus and save the date for our Summer Catalyst Showcase on August 2, 2018.