COVID-19 Survival Toolkit: Innovative Marketing

Kicking off our Experts to Entrepreneurs webinar series, marketing expert Jose Martins from HubSpot for Startups and co-founder of ClinicSense, Daniel Ruscigno, began the conversation on the importance of marketing during a crisis and how to do it right.

Marketing Through Uncertain Times

In the first half an hour, Jose focused on three areas:

1.      Integrating an offence strategy to your existing defensive stance

2.      Why empathy and value creation are crucial in your communication strategies

3.      Cash preservation verses cash optimization and why one is better than the other

Following suit, Daniel spoke about his own Clinic Management Software company coming to the realization that if all of their customers were required to be closed, there would firstly be a significant decline in account openings. Secondly, as core features of the service were no longer valuable to their clients, there would also be an increase in account closures. In 20 minutes, Daniel walked us through how their team worked to pivot their value proposition to better support their client community and reduce churn.

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Experts to Entrepreneurs COVID-19 Survival Toolkit

Agile Innovation

How to embody agile innovation in an organization and why that is important especially in times of crisis.

In the second instalment of our Experts to Entrepreneurs series, the Director of Operations and Automation at Enbridge, Biju Misra, as well as the President of JustWealth, Andrew Kirkland, took the stage to discuss what it means for an organization to be agile and why it is crucial for the long term success of a company.

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Insights to Seed Fundraising

Think like a VC and key lessons for founders when raising capital.

In the third segment of our Experts to Entrepreneurs webinar series, Managing Partner at GroundBreak Ventures, Scott Kaplanis, as well as, CEO and co-founder of Local Logic, Vincent-Charles Hodder, took the stage to discuss how COVID-19 has changed the VC landscape from both the perspective of an investor and an entrepreneur.

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Growth Hacking

“Growth marketing is the process of designing and conducting experiments to optimize and improve the results of a target area. If you have a certain metric you want to increase, growth marketing is a method you can utilize to achieve that.” – Jose Martins

In the fourth webinar of the Experts to Entrepreneurs series, Jose Martins, Startup Coach from Hubspot, as well as, CEO and founder of Knockri, Jahanzaib Ansari, take a deep dive on what it means to practise growth marketing.

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Priming the Sale

Priming the Sale is the act of creating value and desire for your products

In the fifth webinar of the Experts to Entrepreneurs series, Kurian Tharakan, founder of StrategyPeak Sales & Marketing Advisors, as well as, founder of Web4Realty, Kosta Panagoulias, discuss key marketing techniques and the process of priming a sale.

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Bootstrapping

In the final installment of the Experts to Entrepreneurs series, Sam Vassa, co-founder and CEO of PaymentEvolution, as well as, founder and CEO of Aviron Interactive, Andy Hoang, discuss their personal journeys in bootstrapping their business.

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