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Lean marketing machineAnnette Kallevig, Lean Marketing Coach@akallevig #8minutes                                         a...
Never before has it been so complicated to be amarketing professional. There are so many differentmarketing channels to ma...
Wait, wait -opportunitiesbogging usdown??                Could it be us not                them? Are we                han...
This is inbound marketing,social viral, mobile, marketingautomation, dynamicretargeting, the next big thing…     annette@w...
And this is your static old marketing plan.                                  annette@webroi.no   © Webroi AS
Lean?Agile?         annette@webroi.no   © Webroi AS
1:Alwayscreate valuefor thecustumer               annette@webroi.no   © Webroi AS
2:Improvecontinously              annette@webroi.no   © Webroi AS
3:Eliminate allwaste                annette@webroi.no   © Webroi AS
Lets start over, and build aplan that works for this vehicle.You don’t even need a Ferrari –it works best if we build our ...
Lets work in the Pitstop not the garage                                      annette@webroi.no   © Webroi AS
From a very simple planof what we want to try, and prioritize                                         annette@webroi.no   ...
Then one thing at a time… build                                  annette@webroi.no   © Webroi AS
Test Yes, that’s a real user driving!                                        annette@webroi.no   © Webroi AS
…analyze and optimize                        annette@webroi.no   © Webroi AS
New marketing sprint: Develop the next campaignelement, feature or channel…                                  annette@webro...
…run it on a representative test user group                                annette@webroi.no   © Webroi AS
…analyze web analytics andother user data and optimizebased on the facts              annette@webroi.no   © Webroi AS
markedsplanThe lean marketing plan is the hub                                     annette@webroi.no   © Webroi AS
In short…More and more of what works.Less and less of what doesn’t.For•  Adaptable/ scalable•  low risk innovation•  susta...
Lean marketing machine                    annette@webroi.no   © Webroi AS
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The Lean Marketing Machine in 8 minutes

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My presentation from 8 Minutes of Digital Marketing 2012 in Oslo, tranlated to English and adapted to stand-alone performance.

Published in: Business
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The Lean Marketing Machine in 8 minutes

  1. 1. Lean marketing machineAnnette Kallevig, Lean Marketing Coach@akallevig #8minutes annette@webroi.no © Webroi AS
  2. 2. Never before has it been so complicated to be amarketing professional. There are so many differentmarketing channels to maneuver, and more are on theway. And everything is evolving faster and faster. Youplan and budget as best you can, but something keepspopping up to mess it all up – a new Pinterest, aFacebook feature, and you just can’t keep up. You’veinstalled Analytics to keep track of it all but never havetime to do much with it, let alone set proper goals. Andnow they’re telling you you need BIIIG data, while AS annette@webroi.no © Webroi youhaven’t even gotten your head around wht you’ve got an
  3. 3. Wait, wait -opportunitiesbogging usdown?? Could it be us not them? Are we handling them all wrong? annette@webroi.no © Webroi AS
  4. 4. This is inbound marketing,social viral, mobile, marketingautomation, dynamicretargeting, the next big thing… annette@webroi.no © Webroi AS
  5. 5. And this is your static old marketing plan. annette@webroi.no © Webroi AS
  6. 6. Lean?Agile? annette@webroi.no © Webroi AS
  7. 7. 1:Alwayscreate valuefor thecustumer annette@webroi.no © Webroi AS
  8. 8. 2:Improvecontinously annette@webroi.no © Webroi AS
  9. 9. 3:Eliminate allwaste annette@webroi.no © Webroi AS
  10. 10. Lets start over, and build aplan that works for this vehicle.You don’t even need a Ferrari –it works best if we build our own. annette@webroi.no © Webroi AS
  11. 11. Lets work in the Pitstop not the garage annette@webroi.no © Webroi AS
  12. 12. From a very simple planof what we want to try, and prioritize annette@webroi.no © Webroi AS
  13. 13. Then one thing at a time… build annette@webroi.no © Webroi AS
  14. 14. Test Yes, that’s a real user driving! annette@webroi.no © Webroi AS
  15. 15. …analyze and optimize annette@webroi.no © Webroi AS
  16. 16. New marketing sprint: Develop the next campaignelement, feature or channel… annette@webroi.no © Webroi AS
  17. 17. …run it on a representative test user group annette@webroi.no © Webroi AS
  18. 18. …analyze web analytics andother user data and optimizebased on the facts annette@webroi.no © Webroi AS
  19. 19. markedsplanThe lean marketing plan is the hub annette@webroi.no © Webroi AS
  20. 20. In short…More and more of what works.Less and less of what doesn’t.For•  Adaptable/ scalable•  low risk innovation•  sustainable marketing…that give bottom line results. annette@webroi.no © Webroi AS
  21. 21. Lean marketing machine annette@webroi.no © Webroi AS

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