marketing after lean: operationalizing big thinking
DESCRIPTION
Transform your marketing efforts and take your company from fledgling lean startup to a process-driven company. Slides taken from a class taught by Joe Chernov, VP of Marketing at Kinvey, and Elle Woulfe, VP of Marketing at Backupify. Learn more from the experts by visiting http://intelligent.ly/learnTRANSCRIPT
From lean to machineMarketing your wayfrom lean startup to
growth company
A Backupify & Kinvey collaboration
MachineOperational & Scale
LeanExperimentation & Hustle
“Building community” becomes “scaling community”
“Driving trial” becomes “driving revenue”
“Brand” gives way to “demand”
Tip 1Ask, “What if time and resources weren’t an issue?” Then do exactly that
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Sign you’ve arrivedYou shift from reporting on activities to measuring results
Tip 2Remember: Not everyone wants to see yourbaby pictures
Startup
IT’S A STARTUP!
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numbersȏb&RQȵDWLRQ�RI�PDUNHWLQJ�JRDOV�DQG�VDOHV�JRDOVȏb&RQVWULFWLQJ��EHVW�SUDFWLFHV�
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Tip 3Don’t hire an athlete if you need a pitcher
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marketing”ȏ�&(2ȇV�ȊSURMHFWȋ�KLUHVȏ�*HQHUDOLVWV�ZKR�DUHQȇW�UHDG\�WR�ȊGHFODUH�D�PDMRUȋ
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Tip 4Resist the urge to design a bicycle shed
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doing, not what needs to get doneȏ�$Q\WKLQJ�WKDW�ZRQȇW�PRYH�WKH�QHHGOHȏ�7KH�IDOVH�LGRO�RI�ȊΖQER[�=HURȋ
Sign you’ve crossedΖW�WDNHV�OHVV�WLPH�WR�PDNH�D�GHFLVLRQ�WKDQ�LW�GRHVto execute on it
How 5)DLO�IDVW���)DOO�IRUZDUG���%XW�ȴUVW�PDNH�VXUH�\RX�DFWXDOO\�IDLOHG��
Are you SURE that wasn’tthe correct building?
SCHEDULED FORDEMOLITION
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Sign you’ve arrivedYou’re comfortable with some amount ofVTXLVK\�QHVV��GRQȇW�GLVFRXQW�WKH�VRIW�PHWULFV�
Tip 66WRS�&DWFKLQJ��6WDUW�3LWFKLQJ
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always didȏ�&RQYHUWLQJ�DFWLYH�GHPDQG�YV��FUHDWLQJ�
latent demandȏ�:DLWLQJ�IRU�SUREOHPV�WR�VROYH
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Tip 7%HFRPH�D��35�KDFNHU�
Breaking: Startup X gets a $1billion ValuationThe path of the righteous man is beset on all sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost
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Sign you’ve arrivedYou are nimble as a newsroom