Lean Marketing | Erik Starck | LTG-11

Lean Marketing

http://twitter.com/erikstarck

[email protected]

Monday, November 19, 12





"Half the money I spend on advertising is wasted; the trouble is I don't know which half.”- John Wanamaker (1838-1922)


Marketing in the Wanamaker era

Plan

Campaign

Measure


Lean Development


The Product Owner writes customer-centric items (typically user stories, prioritizes them, and adds them to the product backlog.


https://en.wikipedia.org/wiki/User_story


https://en.wikipedia.org/wiki/Scrum_(development)#Product_Backlog




The Oracle writes customer-centric items (typically user stories, prioritizes them, and adds them to the product backlog.










https://www.flickr.com/photos/alandd/2780700767/ https://www.flickr.com/photos/eustaquio/3610622754/

https://www.flickr.com/photos/tambako/3149860119/

https://www.flickr.com/photos/selva/7662520/

Product

Campaign

SalesEngineering


https://www.flickr.com/photos/alandd/2780700767/

https://www.flickr.com/photos/alandd/2780700767/

https://www.flickr.com/photos/eustaquio/3610622754/

https://www.flickr.com/photos/eustaquio/3610622754/






Engineering / R&D

Marketing / sales


Engineering / R&D

Marketing / sales


Engineering / R&D

Marketing / sales

Customer service


https://www.flickr.com/photos/lupomanaro/5497726787/




Oracle Silos WasteMonday, November 19, 12

Lean Marketing


Lean Marketing

Growth Hacking=


Test all market assumptionsShort feedback loops.Top 3 most important:1.The product.2.The product.3.The product.



Plan

Campaign

Measure

Remember this?



Plan

Campaign

Measure

$ $

Cost ReturnMonday, November 19, 12


Plan

Campaign

Measure

$ $

Cost ReturnMonday, November 19, 12

The lean marketing / growth hacking way

$ $ $ $ $ $ $ $


Testing assumptions may will lead you in unexpected directions.

$ $

$ $

$ $

$ $


Requires rapid feedback loops

$ $

$ $

$ $

$ $


• Adwords

• A/B-testing

• Minimum Viable Product (MVP)



A/B testing


MVP


DataOracle


Silos Cross functional teamsMonday, November 19, 12

No more marketing waste


“This is something that happens when the organization figures out that virality isn’t something you do to a product, it’s something a product is.” - Seth Godin


http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version




http://sethgodin.typepad.com/files/circles-of-mktg.pdf




http://www.slideshare.net/mattangriffel/growth-hacking




TACK!


[email protected]

http://bit.ly/ltg12leanmarketing








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Lean Marketing | Erik Starck | LTG-11