Lean Marketing - Startup Marketing with Lean Startup Tactics
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Transcript of Lean Marketing - Startup Marketing with Lean Startup Tactics
Copyright © 2014Sales Protocol International
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Lean & Mean Marketing
Innovation Catalyst Seminar Series, Lean Start-up Business Tactics!
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@UNHInnovation @SalesProtocol @UNHPaulCollege
#IbelieveinUNH
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Lean & Mean Marketing
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Rule # 1: Understand the Terrain
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Crossing the Chasm, Geoffrey Moore
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Rule # 2: Plan, Plan, Plan for the unexpected
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• 1st Get it on paper • Review with Advisory Board• Share with early adopters• Contracts with teeth • Alpha, Beta, OEM Model
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How?
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• Vertical Niche Markets• Killer App• Whole Product• First Mover Advantage• Defacto Standard• Strong Reference Base
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Crossing the Chasm….How?
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• Vertical Niche Markets• Killer App• Whole Product• First Mover Advantage• Defacto Standard• Strong Reference Base
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Value Proposition
• “About” your organization• Facts & Stats• Targeted Story
What’s your secret sauce?
“Why should I buy from you?”
What’s Your Campaign?
• Vertical Markets• Horizontal Roles• Application Specific• Demographic• Professional Groups• Consortiums
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Value Driven Campaigns
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Rule # 3: Pick your Team
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Rule # 4: Iterative Approach
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Continuous Improvement
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Rule # 5: Bring the Right Tools
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• Foundation: Cloud Based CRM• Catch: Value Proposition• Inbound: SEO• Outbound: Social Media, Sales• Develop: Thought Leadership• Establish: Brand
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Alexander Osterwalder & Yves Pigneur
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Get out of the House & Talk to Dr. Evil!
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Rule # 1: Understand the TerrainRule # 2: Plan, Plan, Plan Rule # 3: Pick Your TeamRule # 4: Iterative Approach Rule # 5: Bring the Right Tools
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Lean & Mean Marketing
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CATHERINE B. BLAKE, PRESIDENT
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