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Lean Marketing version 1.0
What Seduction Can Teach You
And How To Apply It To Marketing
Presented by
Move from strategy to execution
Why Marriage?
• Because marriage is used as an analogy to guide you in
understanding the Lean mindset;
• Because no one asks for marriage during the first date and it is
the same with lients. You do not ask them to buy your product
until you have demonstrated them some value;
• Because marriage is a concept with which everyone is familiar;
• And finally, to easily understand the theories and have fun!
© Fabrique Agile, all rights reserved
Candidate (You) Prospects (She/He) Activities
Face
Endos
Milestones
Product Market Test & Learn Feedback & Indicators
Unique value proposition: work
with what you have.
The target: take the time to know
and listen to your client.
Your hypotheses and your tests: do
them in several iterations and
correct as you go.
Your indicators: adjust your
actions according to the results.
© Fabrique Agile, all rights reserved
The Game : Marriage Version
The basis of Lean Digital Marketing: the players
Your strategies have switched from several phases, but not in a sequence. On the other
hand, depending on your target's feedback, you have prioritized stocks that generate more
value for your prospect.
Amitié = Acquisition*
Objectif
Notoriety: get your prospect
attention and interest.
Fréquentation = (Activation + Fidelisation)*
Objectif
Be present: generate value and your prospect sees it in a
recurring way.
Fiancé = Monetisation*
Objectif
Your prospect becomes a
customer by giving you in return:
time together, trust, engagement.
* Marketing Concept
© Fabrique Agile, all rights reserved
The Game : Marriage Version
The basis of Lean Digital Marketing: the players
The learning…
© Fabrique Agile, all rights reservedLEAN DIGITAL MARKETING
1) Build an action model and establish your value
proposition
© Fabrique Agile, all rights reserved
• Use reverse engineering to segment your value offers (and actions) according
to your actual target’s knowledge.
Source : Scaling Lean, Ash Maurya
• Once your customer is in your factory (activation phase), generate value to keep
him there (retention phase) or to get other customers (referral phase).
Plan your strategy to gain customer trust and to offer them some value
Being lean doen’t mean to leave planning aside. From the beginning of the game,
you had a very clear goal: to marry with the least number of cards. To do this, you
executed a targeted and iterative strategy.
Reverse engineering has helped you to segment your value offerings (actions)
according to your knowledge of the target at that time.
One of our favourite theories for Agile Strategic Execution is The Metaphor of Ash
Maurya's Customers Factory:
« Making happy or badass customers gets you paid. Doing this
repeatedly and sustainably is the universal goal of every business. »
© Fabrique Agile, all rights reserved
1) Build an action model and establish your value
proposition
References:
Scaling Lean
Mastering the Key Metrics for
Startup Growth
Lean Analytics
Use Data to Build a
Better Startup Faster
2) Use reverse engineering
© Fabrique Agile, all rights reserved
So, at the beginning of the game, you didn’t have all the information from your
prospect and no longer from « the market ». Did that bother you a little bit? Sorry,
we did it on purpose to simulate the dynamics of today’s market.   
In real life, it is impossible for you to have all the information before acting. To
optimize your actions, we want to teach you agile thinking that prioritizes:
• Collaborative working structures beyond hierarchical models;
• Agile management methods and not traditional cascading methods: Test &
Learn;
• Pull marketing on push marketing;
• The adoption of the philosophy centered on the generation of value.
The future is neither found nor predicted;
but created.
3) Prioritize your instincts beyond theory
© Fabrique Agile, all rights reserved
References:
The Lean Startup
How Today's Entrepreneurs Use
Continuous Innovation to Create
Radically Successful Businesses
1. Management 3.0, Jurgen Appelo
2. Gestion Agile Manifesto
3. Inbound marketing : Whether you’re ready or not, marketing has already been disrupted. -
HubSpot
Cours en ligne :
Learn the Truth About Agile
versus Waterfall – Udemy
Links :
© Fabrique Agile, all rights reserved
3) Prioritize your instincts beyond theory
During the game, you made efforts to demonstrate that you were the right candidate. In
each iteration you got feedback on the value seen by your prospect. In some cases, you
were penalized for seeking compromise with your prospect before he was ready.
It works the same in customer conversion, because consumers are used to a service or
product that gives them an incredible amount of value. So think about developing a
strategy where people can try to use your product for a small amount of money or
better yet for free. The money will come later.
Generating value even before asking clients to engage, this is
the best marketing ever.
4) Give, give, give, then ask later
© Fabrique Agile, all rights reserved
References
Jab, Jab, Jab, Right Hook
How to Tell Your Story in a
Noisy Social World
The thank you economy
© Fabrique Agile, all rights reserved
4) Give, give, give, then ask later
The game has guided you in the evolution of your strategy as you learned how your
prospect responded and interacted with your value offer (activities).
A key step in Lean methodology is to validate your assumption. How? The Pirate’s
Indicators Model or AARRR Model developed by Dave McClure is a must:
5) In each iteration, test and mesure your
actions!
© Fabrique Agile, all rights reserved
References:
500 Startups
© Fabrique Agile, all rights reserved
5) In each iteration, test and mesure your
actions!
4
1. DIGITAL ASSETS
2. TARGET4 -5 -6-7
MARKETING
EXECUTION
CUSTOMER JOURNEY
TEST & LEARN
3. KNOWLEDGE OF THE MARKET
MARKETING ACTIVITIES
8. KPIs
9. REVENUE
Hypothesis
Design
Experiments
Test
Insight
But, how is Lean Digital Marketing represented in the
marriage game?
Marriage and marketing have strong similarities
© Fabrique Agile, all rights reserved
© Fabrique Agile, all rights reservedLEAN DIGITAL MARKETING
The basis of Lean Marketing
Awareness of knowledge
Why the Lean Digital Marketing game?
Our motivation
“Digital is becoming more complex and as
a result, even if it is difficult to assume in
public, most of us, supposedly "digital
experts", do not master the entire
ecosystem and, worse, we are left behind a
little more each day.”
Gregory Pouy
Digital Marketing Artisan in a Digital Age
© Fabrique Agile, all rights reserved
© Fabrique Agile, all rights reserved
Why the Lean Digital Marketing game?
The obstacles and the solution
 Verticalization of marketing
actions
 The "waterfall mindset"
blocks the ability to act
« Our Lean Marketing game offers a place to experiment and test
hypotheses. It is a collaborative and interactive workshop that makes the
participant solve a real situation at a lower risk.»
As experts in agility and digital
product development, we have
developed a formula to break
down the marketing barriers that
exist between strategy and
execution.
Inspired by the Lean Startup
method, we suggest you go straight
to the action and do several
iterations to test your ideas.
Lean Digital Marketing
Our theory: it is possible to switch between execution and strategy
© Fabrique Agile, all rights reserved
To determine the value of the web positioning of a company or a product, we do what is called a balance sheet of
marketing assets. The balance sheet is a more effective way to review what the company has and aims to optimize
all future marketing actions, so you can be more strategic with your business goals.
The Digital Marketing Assets
Make your balance and work with what you have
© Fabrique Agile, all rights reserved
WEB
SITE
BLOG
LANDING PAGES
NETWORK &
INFLUENCERS
SOCIAL MEDIA
COMMUNITY
SEO
(Autorité de domaine)
EMAIL LIST
BRAND IMAGE
DIGITAL
MARKETNG
ASSETS
ACQUISITION ACTIVATION MONETISATION FIDELISATION
Strangers Visitor Leads Clients Promoters
• Facebook Ads
• Instagram Ads
• Landing pages
• Facebook Ads
• Instagram Ads
• Email workflows
• Eventbrite
• Facebook Événements
• Facebook Ads
• Email workflow
• Social monitoring
Discovery Exploration Buy Engagement
Increase the number of
suscribers on Facebook and
Instagram.
Building an email list. Sell tickets for an event. Receive Facebook
recommendations
CLIENT
PHASE
OBJECTIVE
EXAMPLES
Source : www.hubspot.com
« Inbound marketing is an interesting model, but it is not
adapted to market reality. »
The Inbound Marketing
Pull marketing : generate the value your clients need
© Fabrique Agile, all rights reserved
Source : https://mattyford.com/blog/2014/10/9/the-aarrr-framework-metrics-for-pirates
"The dynamic of the digital
market requires that your
actions be simultaneous and
iterative. It's time to forget the
silos and the waterfall to adapt
to Lean techniques (test and
learn) "
AARRR Ecosystem
The channels to use
© Fabrique Agile, all rights reserved
Adapt to multi-channel and multi-screen
How has digital changed marketing?
Our customers no longer consume as they did before
© Fabrique Agile, all rights reserved
How has digital changed marketing?
Now we need to win the ZMOT
© Fabrique Agile, all rights reserved
Source : https://blog.leanstack.com/the-golean-framework-for-growth-72440c612f20
You have played « Test & Learn »
With the analogy of marriage
© Fabrique Agile, all rights reserved
Source : http://effectuation.org/
WEB
SITE
BLOG
LANDING PAGES
NETWORK &
INFLUENCEUR
S
SOCIAL MEDIA
COMMUNITY
SEO
(Autorité de domaine)
EMAIL LIST
BRAND IMAGE
DIGITAL
MARKETNG
ASSETS
You have played « The Effectuation Strategy »
With the analogy of marriage
© Fabrique Agile, all rights reserved
ACQUISITION ACTIVATION MONETISATION FIDÉLISATION
Étrangers Visiteurs Leads Clients Promoteurs
• Blog
• Keywords
• Social publishing
• Forms
• Call to actions
• Landing pages
• CRM
• Email workflows
• Direct sales
• Surveys
• Smart content
• Social monitoring
• Referral program
Découverte Exploration Achat Engagement
TRACTION
Source : https://www.hubspot.com/inbound-marketing
You have played « Inbound Marketing »
With the analogy of marriage
© Fabrique Agile, all rights reserved
Source : http://www.startup-marketing.com/the-startup-pyramid/
You have played « Product-market fit »
With the analogy of marriage
© Fabrique Agile, all rights reserved
AMITIÉ
FRÉQUENTATION
MARIAGE
FLIRT SOCIAL
Source : https://mattyford.com/blog/2014/10/9/the-aarrr-framework-metrics-for-pirates
You have played « The AARRR Model »
With the analogy of marriage
© Fabrique Agile, all rights reserved
• SEM • Site Web
• Freebies
• SEO
(Visiteur de retour)
(Recommandation
aux. amis)
Social media share
Courriel
• Social media ads
• Landing page
(Achat du produit / abonnement à long terme)
Visits
• Social Media Profiles
(Achat du produit / abonnement à court terme)
• Blogue
• Target Promotion
• Product : whitepaper,
case of study, test
gratuits not too expensive.
• Email marketing
• Newsletter
• Landing page
• Social media
• Special offer
• Special offer
• Viral content
Affiliation
programs
• Target
promotions
• Notifications
• Chatbots
• Campagnes courriel• Landing page
• Social media
• Chatbots
Source : https://mattyford.com/blog/2014/10/9/the-aarrr-framework-metrics-for-pirates
The AARRR Model
A Lean guide for the digital strategy
© Fabrique Agile, all rights reserved
The equivalence ?
Marriage and marketing have strong similarities
© Fabrique Agile, all rights reserved
4
1. DIGITAL ASSETS
2. TARGET4 -5 -6-7
MARKETING
EXECUTION
CUSTOMER JOURNEY
TEST & LEARN
3. CONNAISSANCE DU MARCHÉ
ACTIVITÉS MARKETING
8. KPIs
9. REVENUE
Hypothesis
Design
Experiments
Test
Insight
Do you want to go further?
Sign up
• Are you ready to answer market change, and stop following
marketing plans?
• Do you want to go deep on applying Lean theories and agile
marketing?
Contact us
marie.roger@fabriqueagile.com
Lean Marketing Workshop
Challenge : Funnel of recurring sale
+ Play your own case
Duration : 3 heures.
© Fabrique Agile, all rights reserved
www.fabriqueagile.com
/fabriqueagile
Marie-Andrée Roger
Cofondatrice, CEO
marie.roger@fabriqueagile.com
/marieandreeroger
« We go where the value is and we
test and learn. What about you?
Are you Lean enough? »

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LEAN DIGITAL MARKETING : Move from strategy to execution

  • 1. Lean Marketing version 1.0 What Seduction Can Teach You And How To Apply It To Marketing Presented by Move from strategy to execution
  • 2. Why Marriage? • Because marriage is used as an analogy to guide you in understanding the Lean mindset; • Because no one asks for marriage during the first date and it is the same with lients. You do not ask them to buy your product until you have demonstrated them some value; • Because marriage is a concept with which everyone is familiar; • And finally, to easily understand the theories and have fun! © Fabrique Agile, all rights reserved
  • 3. Candidate (You) Prospects (She/He) Activities Face Endos Milestones Product Market Test & Learn Feedback & Indicators Unique value proposition: work with what you have. The target: take the time to know and listen to your client. Your hypotheses and your tests: do them in several iterations and correct as you go. Your indicators: adjust your actions according to the results. © Fabrique Agile, all rights reserved The Game : Marriage Version The basis of Lean Digital Marketing: the players
  • 4. Your strategies have switched from several phases, but not in a sequence. On the other hand, depending on your target's feedback, you have prioritized stocks that generate more value for your prospect. Amitié = Acquisition* Objectif Notoriety: get your prospect attention and interest. Fréquentation = (Activation + Fidelisation)* Objectif Be present: generate value and your prospect sees it in a recurring way. Fiancé = Monetisation* Objectif Your prospect becomes a customer by giving you in return: time together, trust, engagement. * Marketing Concept © Fabrique Agile, all rights reserved The Game : Marriage Version The basis of Lean Digital Marketing: the players
  • 5. The learning… © Fabrique Agile, all rights reservedLEAN DIGITAL MARKETING
  • 6. 1) Build an action model and establish your value proposition © Fabrique Agile, all rights reserved • Use reverse engineering to segment your value offers (and actions) according to your actual target’s knowledge. Source : Scaling Lean, Ash Maurya • Once your customer is in your factory (activation phase), generate value to keep him there (retention phase) or to get other customers (referral phase). Plan your strategy to gain customer trust and to offer them some value
  • 7. Being lean doen’t mean to leave planning aside. From the beginning of the game, you had a very clear goal: to marry with the least number of cards. To do this, you executed a targeted and iterative strategy. Reverse engineering has helped you to segment your value offerings (actions) according to your knowledge of the target at that time. One of our favourite theories for Agile Strategic Execution is The Metaphor of Ash Maurya's Customers Factory: « Making happy or badass customers gets you paid. Doing this repeatedly and sustainably is the universal goal of every business. » © Fabrique Agile, all rights reserved 1) Build an action model and establish your value proposition
  • 8. References: Scaling Lean Mastering the Key Metrics for Startup Growth Lean Analytics Use Data to Build a Better Startup Faster 2) Use reverse engineering © Fabrique Agile, all rights reserved
  • 9. So, at the beginning of the game, you didn’t have all the information from your prospect and no longer from « the market ». Did that bother you a little bit? Sorry, we did it on purpose to simulate the dynamics of today’s market.    In real life, it is impossible for you to have all the information before acting. To optimize your actions, we want to teach you agile thinking that prioritizes: • Collaborative working structures beyond hierarchical models; • Agile management methods and not traditional cascading methods: Test & Learn; • Pull marketing on push marketing; • The adoption of the philosophy centered on the generation of value. The future is neither found nor predicted; but created. 3) Prioritize your instincts beyond theory © Fabrique Agile, all rights reserved
  • 10. References: The Lean Startup How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses 1. Management 3.0, Jurgen Appelo 2. Gestion Agile Manifesto 3. Inbound marketing : Whether you’re ready or not, marketing has already been disrupted. - HubSpot Cours en ligne : Learn the Truth About Agile versus Waterfall – Udemy Links : © Fabrique Agile, all rights reserved 3) Prioritize your instincts beyond theory
  • 11. During the game, you made efforts to demonstrate that you were the right candidate. In each iteration you got feedback on the value seen by your prospect. In some cases, you were penalized for seeking compromise with your prospect before he was ready. It works the same in customer conversion, because consumers are used to a service or product that gives them an incredible amount of value. So think about developing a strategy where people can try to use your product for a small amount of money or better yet for free. The money will come later. Generating value even before asking clients to engage, this is the best marketing ever. 4) Give, give, give, then ask later © Fabrique Agile, all rights reserved
  • 12. References Jab, Jab, Jab, Right Hook How to Tell Your Story in a Noisy Social World The thank you economy © Fabrique Agile, all rights reserved 4) Give, give, give, then ask later
  • 13. The game has guided you in the evolution of your strategy as you learned how your prospect responded and interacted with your value offer (activities). A key step in Lean methodology is to validate your assumption. How? The Pirate’s Indicators Model or AARRR Model developed by Dave McClure is a must: 5) In each iteration, test and mesure your actions! © Fabrique Agile, all rights reserved
  • 14. References: 500 Startups © Fabrique Agile, all rights reserved 5) In each iteration, test and mesure your actions!
  • 15. 4 1. DIGITAL ASSETS 2. TARGET4 -5 -6-7 MARKETING EXECUTION CUSTOMER JOURNEY TEST & LEARN 3. KNOWLEDGE OF THE MARKET MARKETING ACTIVITIES 8. KPIs 9. REVENUE Hypothesis Design Experiments Test Insight But, how is Lean Digital Marketing represented in the marriage game? Marriage and marketing have strong similarities © Fabrique Agile, all rights reserved
  • 16. © Fabrique Agile, all rights reservedLEAN DIGITAL MARKETING The basis of Lean Marketing Awareness of knowledge
  • 17. Why the Lean Digital Marketing game? Our motivation “Digital is becoming more complex and as a result, even if it is difficult to assume in public, most of us, supposedly "digital experts", do not master the entire ecosystem and, worse, we are left behind a little more each day.” Gregory Pouy Digital Marketing Artisan in a Digital Age © Fabrique Agile, all rights reserved
  • 18. © Fabrique Agile, all rights reserved Why the Lean Digital Marketing game? The obstacles and the solution  Verticalization of marketing actions  The "waterfall mindset" blocks the ability to act « Our Lean Marketing game offers a place to experiment and test hypotheses. It is a collaborative and interactive workshop that makes the participant solve a real situation at a lower risk.»
  • 19. As experts in agility and digital product development, we have developed a formula to break down the marketing barriers that exist between strategy and execution. Inspired by the Lean Startup method, we suggest you go straight to the action and do several iterations to test your ideas. Lean Digital Marketing Our theory: it is possible to switch between execution and strategy © Fabrique Agile, all rights reserved
  • 20. To determine the value of the web positioning of a company or a product, we do what is called a balance sheet of marketing assets. The balance sheet is a more effective way to review what the company has and aims to optimize all future marketing actions, so you can be more strategic with your business goals. The Digital Marketing Assets Make your balance and work with what you have © Fabrique Agile, all rights reserved WEB SITE BLOG LANDING PAGES NETWORK & INFLUENCERS SOCIAL MEDIA COMMUNITY SEO (Autorité de domaine) EMAIL LIST BRAND IMAGE DIGITAL MARKETNG ASSETS
  • 21. ACQUISITION ACTIVATION MONETISATION FIDELISATION Strangers Visitor Leads Clients Promoters • Facebook Ads • Instagram Ads • Landing pages • Facebook Ads • Instagram Ads • Email workflows • Eventbrite • Facebook Événements • Facebook Ads • Email workflow • Social monitoring Discovery Exploration Buy Engagement Increase the number of suscribers on Facebook and Instagram. Building an email list. Sell tickets for an event. Receive Facebook recommendations CLIENT PHASE OBJECTIVE EXAMPLES Source : www.hubspot.com « Inbound marketing is an interesting model, but it is not adapted to market reality. » The Inbound Marketing Pull marketing : generate the value your clients need © Fabrique Agile, all rights reserved
  • 22. Source : https://mattyford.com/blog/2014/10/9/the-aarrr-framework-metrics-for-pirates "The dynamic of the digital market requires that your actions be simultaneous and iterative. It's time to forget the silos and the waterfall to adapt to Lean techniques (test and learn) " AARRR Ecosystem The channels to use © Fabrique Agile, all rights reserved
  • 23. Adapt to multi-channel and multi-screen How has digital changed marketing? Our customers no longer consume as they did before © Fabrique Agile, all rights reserved
  • 24. How has digital changed marketing? Now we need to win the ZMOT © Fabrique Agile, all rights reserved
  • 25. Source : https://blog.leanstack.com/the-golean-framework-for-growth-72440c612f20 You have played « Test & Learn » With the analogy of marriage © Fabrique Agile, all rights reserved
  • 26. Source : http://effectuation.org/ WEB SITE BLOG LANDING PAGES NETWORK & INFLUENCEUR S SOCIAL MEDIA COMMUNITY SEO (Autorité de domaine) EMAIL LIST BRAND IMAGE DIGITAL MARKETNG ASSETS You have played « The Effectuation Strategy » With the analogy of marriage © Fabrique Agile, all rights reserved
  • 27. ACQUISITION ACTIVATION MONETISATION FIDÉLISATION Étrangers Visiteurs Leads Clients Promoteurs • Blog • Keywords • Social publishing • Forms • Call to actions • Landing pages • CRM • Email workflows • Direct sales • Surveys • Smart content • Social monitoring • Referral program Découverte Exploration Achat Engagement TRACTION Source : https://www.hubspot.com/inbound-marketing You have played « Inbound Marketing » With the analogy of marriage © Fabrique Agile, all rights reserved
  • 28. Source : http://www.startup-marketing.com/the-startup-pyramid/ You have played « Product-market fit » With the analogy of marriage © Fabrique Agile, all rights reserved
  • 29. AMITIÉ FRÉQUENTATION MARIAGE FLIRT SOCIAL Source : https://mattyford.com/blog/2014/10/9/the-aarrr-framework-metrics-for-pirates You have played « The AARRR Model » With the analogy of marriage © Fabrique Agile, all rights reserved
  • 30. • SEM • Site Web • Freebies • SEO (Visiteur de retour) (Recommandation aux. amis) Social media share Courriel • Social media ads • Landing page (Achat du produit / abonnement à long terme) Visits • Social Media Profiles (Achat du produit / abonnement à court terme) • Blogue • Target Promotion • Product : whitepaper, case of study, test gratuits not too expensive. • Email marketing • Newsletter • Landing page • Social media • Special offer • Special offer • Viral content Affiliation programs • Target promotions • Notifications • Chatbots • Campagnes courriel• Landing page • Social media • Chatbots Source : https://mattyford.com/blog/2014/10/9/the-aarrr-framework-metrics-for-pirates The AARRR Model A Lean guide for the digital strategy © Fabrique Agile, all rights reserved
  • 31. The equivalence ? Marriage and marketing have strong similarities © Fabrique Agile, all rights reserved 4 1. DIGITAL ASSETS 2. TARGET4 -5 -6-7 MARKETING EXECUTION CUSTOMER JOURNEY TEST & LEARN 3. CONNAISSANCE DU MARCHÉ ACTIVITÉS MARKETING 8. KPIs 9. REVENUE Hypothesis Design Experiments Test Insight
  • 32. Do you want to go further? Sign up • Are you ready to answer market change, and stop following marketing plans? • Do you want to go deep on applying Lean theories and agile marketing? Contact us marie.roger@fabriqueagile.com Lean Marketing Workshop Challenge : Funnel of recurring sale + Play your own case Duration : 3 heures. © Fabrique Agile, all rights reserved
  • 33. www.fabriqueagile.com /fabriqueagile Marie-Andrée Roger Cofondatrice, CEO marie.roger@fabriqueagile.com /marieandreeroger « We go where the value is and we test and learn. What about you? Are you Lean enough? »