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Erik Stacks presentation vid Lean Tribe Gathering 11 i Malmö 20 nov 2012.
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Lean Marketing
http://twitter.com/erikstarck
erik@frankfamily.se
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)
Monday, November 19, 12
Marketing in the Wanamaker era
Plan
Campaign
Measure
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Lean Development
Monday, November 19, 12
The Product Owner writes customer-centric items (typically user stories, prioritizes them, and adds them to the product backlog.
Monday, November 19, 12
The Oracle writes customer-centric items (typically user stories, prioritizes them, and adds them to the product backlog.
Monday, November 19, 12
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
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Monday, November 19, 12
Engineering / R&D
Marketing / sales
Monday, November 19, 12
Engineering / R&D
Marketing / sales
Monday, November 19, 12
Engineering / R&D
Marketing / sales
Customer service
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https://www.flickr.com/photos/lupomanaro/5497726787/
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Oracle Silos WasteMonday, November 19, 12
Lean Marketing
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Lean Marketing
Growth Hacking=
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Test all market assumptionsShort feedback loops.Top 3 most important:1.The product.2.The product.3.The product.
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Marketing in the Wanamaker era
Plan
Campaign
Measure
Remember this?
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Marketing in the Wanamaker era
Plan
Campaign
Measure
$ $
Cost ReturnMonday, November 19, 12
Marketing in the Wanamaker era
Plan
Campaign
Measure
$ $
Cost ReturnMonday, November 19, 12
The lean marketing / growth hacking way
$ $ $ $ $ $ $ $
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Testing assumptions may will lead you in unexpected directions.
$ $
$ $
$ $
$ $
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Requires rapid feedback loops
$ $
$ $
$ $
$ $
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• Adwords
• A/B-testing
• Minimum Viable Product (MVP)
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Monday, November 19, 12
A/B testing
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MVP
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DataOracle
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Silos Cross functional teamsMonday, November 19, 12
No more marketing waste
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“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
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http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
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http://sethgodin.typepad.com/files/circles-of-mktg.pdf
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http://www.slideshare.net/mattangriffel/growth-hacking
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TACK!
http://twitter.com/erikstarck
erik@frankfamily.se
http://bit.ly/ltg12leanmarketing
Monday, November 19, 12
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