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This is Sean's talk for the AZ Innovation Summit at Skysong on 11/2/12. It's an intro to the Lean Startup methodology for companies that are pre Product-Market fit and covers Marketing Automation and Lifecycle Marketing for post Product-Market fit companies.
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Lean Startup & Marketing Automation
by Sean Tierney
Two subjects I wish I could go back and teach my former entrepreneurial self
My creds
Pre Post
Product-Market Fit
Searching for b-model Focused on growth
What is Lean?
Toyota lean manufacturing principles applied to startups
Reduce waste
De-risk the most threatening aspects early
Build / Measure / Learn
Pivot or Persevere
Validated learning as the unit of progress
Pre-fit: apathy is your greatest threat
CustDev Lean Canvas
Example
Example
Example
Pre Post
Product-Market Fit
Lean Marketing Automation
What is Marketing Automation?
“Rescue apparatus for operational quicksand”
Pre-launch
mostly strategic
operations strategic
Post-launch
Boost conversion rate
conversion % =# conversions
# unique visitors
Example scenario
.5 % =5 sales
1000 visitors
995 missed opportunities!!
Date your prospects
Lifecycle Marketing = dating your customers
Benefits
Higher conversions = maximize value of ad spend
More personalized experience = improved cust satisf.
Higher LTV per customer
More referral business
Reduced overhead, more time to devote to meaningful activities
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