Guide to Entrepreneurial Marketing Outlines Strategy to Turn Businesses into Customer Acquisition Machines

Kauffman Founders School series offers practical advice for entrepreneurs from marketing expert Anita Newton

(KANSAS CITY, Mo.) May 1, 2014 – While startup business owners understand that they need to market their products or services, finding the time and know-how to develop an effective plan can be a challenge.

Entrepreneurs will learn how to accomplish this crucial task in a new series launched today on the online education program, Kauffman Founders School.

The "Entrepreneurial Marketing" series features insights from Anita Newton, a long-time marketing expert. Newton serves as vice president of corporate marketing with Adknowledge, a digital advertising company, and she continues to advise several startups in the Midwest.

Previously, Newton led marketing at Procter & Gamble, Sprint and AMC Theatres, as well as startups such as Zave Networks, which was acquired by Google.

Presented through videos and supporting materials, Newton's video series explains how entrepreneurs can formulate and execute successful marketing strategies.

The Entrepreneurial Marketing curriculum offers useful insights and practical advice on how to create a marketing plan. Newton introduces a flexible but easy-to-understand framework to help entrepreneurs, which includes:

  • Creating a marketing strategy by developing a positioning statement – one of the most important, but often overlooked, documents in the startup playbook.
  • Crafting a content marketing plan that engages users and helps capture leads.
  • Selecting the right marketing tactics among the dizzying array of choices available to entrepreneurs today. 
  • Adopting the right metrics to measure the marketing plan's effectiveness.
  • Optimizing the marketing plan to scale and become an acquisition machine.
  • Pausing to reflect on what has worked and what hasn't.

"The tools available to the startup marketer today have leveled the playing field. The battle is no longer about large agencies and big budgets but rather, creativity, curiosity and hard work," Newton said. "These are the same qualities that make you great as an entrepreneur."

Teaching entrepreneurs best practices in areas not typically covered in other training programs, the Kauffman Founders School enables entrepreneurs to learn anywhere, anytime, and to immediately apply the lessons to their businesses. Other Founders School topics include:

  • Entrepreneurial Selling, presented by Craig Wortmann, CEO and founder, Sales Engine, and clinical professor at the University of Chicago's Booth School of Business.                       
  • Founder's Dilemmas, presented by Noam Wasserman, who teaches an award-winning course on entrepreneurship at Harvard Business School and is author of The Founder's Dilemmas: Anticipating and Avoiding the Pitfalls That Can Sink a Startup. 
  • Powerful Presentations, presented by Nathan Gold, founder, The Demo Coach.
  • Startups and The Lean Approach, presented by Steve Blank, Silicon Valley serial entrepreneur, educator and father of the "Lean Startup" movement. 

The online education program is housed on the Kauffman Foundation's Entrepreneurship.org web platform, which offers resources, educational information and tools for entrepreneurs. It can be accessed at www.KauffmanFoundersSchool.org