Lean & Mean
Marketing
Innovation Catalyst Seminar
Series, Lean Start-up
Business Tactics!
Copyright © 2014
Sales Protocol ...
Copyright © 2014
Sales Protocol International

All rights reserved.
@UNHInnovation
@SalesProtocol
@UNHPaulCollege
#IbelieveinUNH

Copyright © 2014
Sales Protocol International

All rights re...
Lean & Mean Marketing

Copyright © 2014
Sales Protocol International

All rights reserved.
Rule # 1: Understand the Terrain

Copyright © 2014
Sales Protocol International

All rights reserved.

 Crossing the Chasm...
Copyright © 2014
Sales Protocol International

All rights reserved.
Rule # 2: Plan, Plan, Plan
for the unexpected
•
•
•
•
•

1st Get it on paper
Review with Advisory Board
Share with early a...
How?
• Vertical Niche Markets
• Killer App
• Whole Product
• First Mover Advantage
• Defacto Standard
• Strong Reference B...
Crossing the Chasm….How?
• Vertical Niche Markets
• Killer App
• Whole Product
• First Mover Advantage
• Defacto Standard
...
Value Proposition
• “About” your organization
• Facts & Stats
• Targeted Story
What’s your secret sauce?

“Why should I bu...
What’s Your Campaign?
•
•
•
•
•
•

Vertical Markets
Horizontal Roles
Application Specific
Demographic
Professional Groups
...
Value Driven Campaigns

Copyright © 2013
Sales Protocol International

All rights reserved.
Rule # 3: Pick your Team

Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Rule # 4: Iterative Approach

Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Continuous Improvement

Copyright © 2013
Sales Protocol International

All rights reserved.
Rule # 5: Bring the Right Tools
•
•
•
•
•
•

Foundation: Cloud Based CRM
Catch: Value Proposition
Inbound: SEO
Outbound: S...
Alexander Osterwalder & Yves Pigneur

Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Copyright © 2014
Sales Protocol International

All rights reserved.
Get out of the House & Talk to Dr. Evil!

Copyright © 2014
Sales Protocol International

All rights reserved.
Rule # 1:

Understand the Terrain
Rule # 2: Plan, Plan, Plan
Rule # 3:
Pick Your Team
Rule # 4:
Iterative Approach
Rule # ...
Lean & Mean Marketing

Copyright © 2014
Sales Protocol International

All rights reserved.
CATHERINE B. BLAKE, PRESIDENT
580 BAY ROAD
DURHAM, NEW HAMPSHIRE
03824
603 828 7312
cblake@salesprotocol.com
www.salesprot...
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Lean Marketing - Startup Marketing with Lean Startup Tactics

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The key to a successful business does not depend on the size of your marketing budget. The Lean Startup model relies on interacting with potential customers early and often so you can incorporate feedback during the product development process. Marketing is good. Finding the right market to serve with quality marketing is better.

In this presentation, Catherine Blake, President, Sales Protocol International and Executive Director, Center for Sales Excellence, Paul College of Business & Economics helps entrepreneurs understand and implement innovative techniques to drive traffic to their websites and grow their audiences.

In this session, attendees learned, how to investigate their market, the importance of testing every idea to a target market and gaining feedback, how to use social media to reach potential customers as early as possible, and effective marketing on a budget.

Published in: Marketing, Business, Career

Lean Marketing - Startup Marketing with Lean Startup Tactics

  1. 1. Lean & Mean Marketing Innovation Catalyst Seminar Series, Lean Start-up Business Tactics! Copyright © 2014 Sales Protocol International All rights reserved.
  2. 2. Copyright © 2014 Sales Protocol International All rights reserved.
  3. 3. @UNHInnovation @SalesProtocol @UNHPaulCollege #IbelieveinUNH Copyright © 2014 Sales Protocol International All rights reserved.
  4. 4. Lean & Mean Marketing Copyright © 2014 Sales Protocol International All rights reserved.
  5. 5. Rule # 1: Understand the Terrain Copyright © 2014 Sales Protocol International All rights reserved.  Crossing the Chasm, Geoffrey Moore
  6. 6. Copyright © 2014 Sales Protocol International All rights reserved.
  7. 7. Rule # 2: Plan, Plan, Plan for the unexpected • • • • • 1st Get it on paper Review with Advisory Board Share with early adopters Contracts with teeth Alpha, Beta, OEM Model Copyright © 2014 Sales Protocol International All rights reserved.
  8. 8. How? • Vertical Niche Markets • Killer App • Whole Product • First Mover Advantage • Defacto Standard • Strong Reference Base Copyright © 2014 Sales Protocol International All rights reserved.
  9. 9. Crossing the Chasm….How? • Vertical Niche Markets • Killer App • Whole Product • First Mover Advantage • Defacto Standard • Strong Reference Base Copyright © 2014 Sales Protocol International All rights reserved.
  10. 10. Value Proposition • “About” your organization • Facts & Stats • Targeted Story What’s your secret sauce? “Why should I buy from you?” Copyright © 2013 Sales Protocol International
  11. 11. What’s Your Campaign? • • • • • • Vertical Markets Horizontal Roles Application Specific Demographic Professional Groups Consortiums
  12. 12. Value Driven Campaigns Copyright © 2013 Sales Protocol International All rights reserved.
  13. 13. Rule # 3: Pick your Team Copyright © 2014 Sales Protocol International All rights reserved.
  14. 14. Copyright © 2014 Sales Protocol International All rights reserved.
  15. 15. Rule # 4: Iterative Approach Copyright © 2014 Sales Protocol International All rights reserved.
  16. 16. Copyright © 2014 Sales Protocol International All rights reserved.
  17. 17. Continuous Improvement Copyright © 2013 Sales Protocol International All rights reserved.
  18. 18. Rule # 5: Bring the Right Tools • • • • • • Foundation: Cloud Based CRM Catch: Value Proposition Inbound: SEO Outbound: Social Media, Sales Develop: Thought Leadership Establish: Brand Copyright © 2014 Sales Protocol International All rights reserved.
  19. 19. Alexander Osterwalder & Yves Pigneur Copyright © 2014 Sales Protocol International All rights reserved.
  20. 20. Copyright © 2014 Sales Protocol International All rights reserved.
  21. 21. Copyright © 2014 Sales Protocol International All rights reserved.
  22. 22. Copyright © 2014 Sales Protocol International All rights reserved.
  23. 23. Copyright © 2014 Sales Protocol International All rights reserved.
  24. 24. Copyright © 2014 Sales Protocol International All rights reserved.
  25. 25. Copyright © 2014 Sales Protocol International All rights reserved.
  26. 26. Get out of the House & Talk to Dr. Evil! Copyright © 2014 Sales Protocol International All rights reserved.
  27. 27. Rule # 1: Understand the Terrain Rule # 2: Plan, Plan, Plan Rule # 3: Pick Your Team Rule # 4: Iterative Approach Rule # 5: Bring the Right Tools Copyright © 2014 Sales Protocol International All rights reserved.
  28. 28. Lean & Mean Marketing Copyright © 2014 Sales Protocol International All rights reserved.
  29. 29. CATHERINE B. BLAKE, PRESIDENT 580 BAY ROAD DURHAM, NEW HAMPSHIRE 03824 603 828 7312 cblake@salesprotocol.com www.salesprotocol.com All rights reserved.

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