Lean Marketing | Erik Starck | LTG-11
-
Upload
lean-tribe -
Category
Business
-
view
760 -
download
1
description
Transcript of Lean Marketing | Erik Starck | LTG-11
![Page 1: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/1.jpg)
Lean Marketing
http://twitter.com/erikstarck
Monday, November 19, 12
![Page 2: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/2.jpg)
"Half the money I spend on advertising is wasted; the trouble is I don't know which half.”- John Wanamaker (1838-1922)
Monday, November 19, 12
![Page 3: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/3.jpg)
Marketing in the Wanamaker era
Plan
Campaign
Measure
Monday, November 19, 12
![Page 4: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/4.jpg)
Lean Development
Monday, November 19, 12
![Page 5: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/5.jpg)
The Product Owner writes customer-centric items (typically user stories, prioritizes them, and adds them to the product backlog.
Monday, November 19, 12
![Page 6: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/6.jpg)
The Oracle writes customer-centric items (typically user stories, prioritizes them, and adds them to the product backlog.
Monday, November 19, 12
![Page 7: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/7.jpg)
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
Monday, November 19, 12
![Page 8: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/8.jpg)
Monday, November 19, 12
![Page 9: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/9.jpg)
Engineering / R&D
Marketing / sales
Monday, November 19, 12
![Page 10: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/10.jpg)
Engineering / R&D
Marketing / sales
Monday, November 19, 12
![Page 11: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/11.jpg)
Engineering / R&D
Marketing / sales
Customer service
Monday, November 19, 12
![Page 12: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/12.jpg)
https://www.flickr.com/photos/lupomanaro/5497726787/
Monday, November 19, 12
![Page 13: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/13.jpg)
Oracle Silos WasteMonday, November 19, 12
![Page 14: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/14.jpg)
Lean Marketing
Monday, November 19, 12
![Page 15: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/15.jpg)
Lean Marketing
Growth Hacking=
Monday, November 19, 12
![Page 16: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/16.jpg)
Test all market assumptionsShort feedback loops.Top 3 most important:1.The product.2.The product.3.The product.
Monday, November 19, 12
![Page 17: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/17.jpg)
Marketing in the Wanamaker era
Plan
Campaign
Measure
Remember this?
Monday, November 19, 12
![Page 18: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/18.jpg)
Marketing in the Wanamaker era
Plan
Campaign
Measure
$ $
Cost ReturnMonday, November 19, 12
![Page 19: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/19.jpg)
Marketing in the Wanamaker era
Plan
Campaign
Measure
$ $
Cost ReturnMonday, November 19, 12
![Page 20: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/20.jpg)
The lean marketing / growth hacking way
$ $ $ $ $ $ $ $
Monday, November 19, 12
![Page 21: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/21.jpg)
Testing assumptions may will lead you in unexpected directions.
$ $
$ $
$ $
$ $
Monday, November 19, 12
![Page 22: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/22.jpg)
Requires rapid feedback loops
$ $
$ $
$ $
$ $
Monday, November 19, 12
![Page 23: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/23.jpg)
• Adwords
• A/B-testing
• Minimum Viable Product (MVP)
Monday, November 19, 12
![Page 24: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/24.jpg)
Monday, November 19, 12
![Page 25: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/25.jpg)
A/B testing
Monday, November 19, 12
![Page 26: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/26.jpg)
MVP
Monday, November 19, 12
![Page 27: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/27.jpg)
DataOracle
Monday, November 19, 12
![Page 28: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/28.jpg)
Silos Cross functional teamsMonday, November 19, 12
![Page 29: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/29.jpg)
No more marketing waste
Monday, November 19, 12
![Page 30: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/30.jpg)
“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
Monday, November 19, 12
![Page 31: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/31.jpg)
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Monday, November 19, 12
![Page 32: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/32.jpg)
http://sethgodin.typepad.com/files/circles-of-mktg.pdf
Monday, November 19, 12
![Page 33: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/33.jpg)
http://www.slideshare.net/mattangriffel/growth-hacking
Monday, November 19, 12
![Page 34: Lean Marketing | Erik Starck | LTG-11](https://reader034.fdocuments.us/reader034/viewer/2022051608/54530111b1af9f76248b5604/html5/thumbnails/34.jpg)
TACK!
http://twitter.com/erikstarck
http://bit.ly/ltg12leanmarketing
Monday, November 19, 12