Lean marketing focuses on testing different marketing channels like PR, SEO, social media, email, and direct sales to determine which channels are most effective. A company should 1) develop new marketing channels and campaigns, 2) measure the traffic, conversion, cost per acquisition, and lifetime value generated by each channel, and 3) scale the channels that prove to be most effective based on ongoing measurement and testing of not just channels but also brand, design, geography, messaging, and value proposition. Testing should take a holistic approach across all aspects of the marketing.

1. Lean Marketing:
If you had $1 to spend, where would
you spend it?

2. If you only had $1 more to spend, where would you
spend it?
Email SEM
Daily
PR
Deals
Social
SEO
Direct Media
Sales
Street Direct
Team Mail Bus
Ads

3. The process: Determining where to spend
#1
• Develop new channels
Build
& campaigns
#3
• Scale effective
channels #2
• Traffic
Learn Measure • Conversion
• CPA
• LTV
We measure impact of individual channels &
campaigns every day

4. Be Holistic
• Test everything, not just channels
– It’s brand, design, geo, messaging, value proposition,
AND channel testing
5%
Conv.
10%
Conv.
Brand PR Channel

5. Thank you…
TaskRabbit.com
@labusque
@TaskRabbit