Lean Marketing | Erik Starck | LTG-11

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Erik Stacks presentation vid Lean Tribe Gathering 11 i Malmö 20 nov 2012.

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Lean Marketing | Erik Starck | LTG-11

  1. 1. Lean Marketing http://twitter.com/erikstarck erik@frankfamily.seMonday, November 19, 12
  2. 2. "Half the money I spend on advertising is wasted; the trouble is I dont know which half.” - John Wanamaker (1838-1922)Monday, November 19, 12
  3. 3. Marketing in the Wanamaker era Campaign Plan MeasureMonday, November 19, 12
  4. 4. Lean DevelopmentMonday, November 19, 12
  5. 5. The Product Owner writes customer-centric items (typically user stories, prioritizes them, and adds them to the product backlog.Monday, November 19, 12
  6. 6. The Oracle writes customer- centric items (typically user stories, prioritizes them, and adds them to the product backlog.Monday, November 19, 12
  7. 7. Campaign Product https://www.flickr.com/photos/selva/7662520/ https://www.flickr.com/photos/tambako/3149860119/ Engineering Sales https://www.flickr.com/photos/alandd/2780700767/ https://www.flickr.com/photos/eustaquio/3610622754/Monday, November 19, 12
  8. 8. Monday, November 19, 12
  9. 9. Engineering / Marketing / R&D salesMonday, November 19, 12
  10. 10. Engineering / Marketing / R&D salesMonday, November 19, 12
  11. 11. Engineering / Marketing / Customer R&D sales serviceMonday, November 19, 12
  12. 12. https://www.flickr.com/photos/lupomanaro/5497726787/Monday, November 19, 12
  13. 13. Oracle Silos WasteMonday, November 19, 12
  14. 14. Lean MarketingMonday, November 19, 12
  15. 15. Lean Marketing = Growth HackingMonday, November 19, 12
  16. 16. Test all market assumptions Short feedback loops. Top 3 most important: 1.The product. 2.The product. 3.The product.Monday, November 19, 12
  17. 17. Marketing in the Wanamaker era Rem em ber Campaign this ? Plan MeasureMonday, November 19, 12
  18. 18. Marketing in the Wanamaker era Campaign Plan Measure $ $ Cost ReturnMonday, November 19, 12
  19. 19. Marketing in the Wanamaker era Campaign Plan Measure $ $ Cost ReturnMonday, November 19, 12
  20. 20. The lean marketing / growth hacking way $ $ $ $ $ $ $ $Monday, November 19, 12
  21. 21. Testing assumptions may will lead you in unexpected directions. $ $ $ $ $ $ $ $Monday, November 19, 12
  22. 22. Requires rapid feedback loops $ $ $ $ $ $ $ $Monday, November 19, 12
  23. 23. • Adwords • A/B-testing • Minimum Viable Product (MVP)Monday, November 19, 12
  24. 24. Monday, November 19, 12
  25. 25. A/B testingMonday, November 19, 12
  26. 26. MVPMonday, November 19, 12
  27. 27. Oracle DataMonday, November 19, 12
  28. 28. Silos Cross functional teamsMonday, November 19, 12
  29. 29. No more marketing wasteMonday, November 19, 12
  30. 30. “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 GodinMonday, November 19, 12
  31. 31. http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-versionMonday, November 19, 12
  32. 32. http://sethgodin.typepad.com/files/circles-of-mktg.pdfMonday, November 19, 12
  33. 33. http://www.slideshare.net/mattangriffel/growth-hackingMonday, November 19, 12
  34. 34. TACK! http://bit.ly/ltg12leanmarketing http://twitter.com/erikstarck erik@frankfamily.seMonday, November 19, 12

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