Austin Startup Week Austin Startup Week

Marketing and Branding

Wednesday, October 7, 2020

- CDT
Marketing and Branding Track Opening Remarks
Join on Hopin
Dana Wildeboer (She/Her)
Dana Wildeboer (She/Her)
MassChallenge, Senior Director of Marketing

Join as Dana Wildeboer kicks off the Marketing and Branding Track.

- CDT
Storytelling for Thought Leaders - Helping Your Diversity and Inclusion Stories Come to Life!
Join on Hopin
Bobby Umar (He/Him)
Bobby Umar (He/Him)
DYPB - Discover Your Personal Brand, CEO

When it comes to diversity and inclusion, two of the biggest challenges for senior organizational leaders include” Sharing your personal stories on D&I in an authentic, vulnerable or powerful way to inspire, impact and connect with your employees Investing in the stories of your employees to better understand them and to empower to have a voice in your organization The lack of interpersonal communications and storytelling in the workplace can result in a lack of belonging and low motivation. We teach participants to effectively communicate key messages with greater influence and impact. We also explore emotional resonance and persuasion using the art of storytelling. There will be a customized focus on stories around diversity, equity, and inclusion. Storytelling will have a greater impact on your speaking, events, meetings, and digital content including blog posts, social media updates, and videos. It will also enhance your overall thought leadership brand. The course content is designed to solve these challenges through the following techniques, strategies and content elements. Extracting your diversity, equity and inclusion story from your experiences. 

  • Sharing data on how to build rapport and an emotional connection with your audience. 
  • Reviewing case studies of powerful thought leaders in the diversity and inclusion space. 
  • Giving participants a clear design and structure for their D&I stories and direction on developing a short 3 minute story of their own. Demonstrating and sharing information about the positive impact of senior leaders sharing their stories and encouraging their employees to do the same. 
  • Getting a few participants to share their stories and get feedback from the instructor with some from the group. 
  • Next steps to build on your story and tactics to empower the stories of your employees.
- CDT
Building Community: Your Competitive Advantage
Join on Hopin
Holly Firestone (She/Her)
Holly Firestone (She/Her)
Venafi, Head of Community

Community is one of the big buzzwords of 2020. We're working remote, events are canceled, and people are looking for the right balance between human connection and digital overload. Software giants like Salesforce, Atlassian, Slack, Square, Asana, and so many more have built thriving B2B communities. They've helped their customers engage during these difficult times by leveraging the incredible customer communities that they've built.

In this session, Holly will share her experience building community for Atlassian, Salesforce, and now Venafi, digging into how these companies built their communities. You'll get a high level overview of the most important things to think about as you build community including ROI, Team Structure and Roles, Engagement, Incentivization, and Resources.

This session is for any company or organization that's "community curious," and wants to know where to start, what to expect, and mistakes to avoid.

Holly started working in the Community industry as a Community Manager for a nonprofit 10 years ago. She's spent the last 8 years building and running community at Atlassian, Salesforce, and now Machine Identity Management startup, Venafi. She also does pro-bono work, advising the Pledge 1% Foundation on their community strategy.

- CDT
How to Position Yourself as a Thought Leader on LinkedIn & Grow Your Brand
Join on Hopin
Moby Hayat (He/Him)
Moby Hayat (He/Him)
Fire Show Media, Founder

The fallacy for revenue growth: It must be through paid media, and expensive resources. It's not. If we can't meet in person, online and (online) word-of-mouth are the 2 biggest channels for getting in front of more potential customers, partners, and supporters. And that's difficult. It's difficult to put yourself out there as an entrepreneur or solopreneur, and develop business without spending money.

In this talk, I'll demystify a process of growing targeted LinkedIn connections, serving them with valuable content that makes them trust you as a service provider, and creating sales conversations without being spammy.

- CDT
2020 PR and Marketing Planning for Startups, Take Two: What to Do Now
Join on Hopin
Jonathan Dampier (He/Him)
Jonathan Dampier (He/Him)
Revionics, SVP Global Marketing
Laura Russell (She/Her)
Laura Russell (She/Her)
Adlucent, Senior Director of Marketing
Mariana Fischbach (She/Her)
Mariana Fischbach (She/Her)
Ketner Group Communications, Director of Media Relations

2020 PR and marketing planning was derailed for many companies far too early this year, especially startups who looked to 2020 as the year to make their public launch. The pandemic has forced companies to scrap carefully laid business and marketing plans and adjust at lightning speed to constantly changing conditions. We're now at the mid-point of 2020, and the question is: what comes next for marketers? Despite the ravages of the coronavirus, we're seeing some signs of optimism. Startups are focused on the future and have moved quickly to pivot their products and services to meet the uncertainties of the post-pandemic world. Companies are rethinking business models, looking for new opportunities to help their customers succeed, and aligning their marketing and PR plans accordingly. So, how can you take your bearings and set a new marketing course for the remainder of the year? 

Here are some initiatives that are a must for every company and marketer.

  • Re-examine your brand proposition.
  • Innovate Fearlessly
  • Focus on the fundamentals
  • Reallocate your unspent marketing budget