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Lean Marketing - Startup Marketing with Lean Startup Tactics

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UNHInnovation
UNHInnovation

The key to a successful business does not depend on the size of your marketing budget. The Lean Startup model relies on interacting with potential customers early and often so you can incorporate feedback during the product development process. Marketing is good. Finding the right market to serve with quality marketing is better. In this presentation, Catherine Blake, President, Sales Protocol International and Executive Director, Center for Sales Excellence, Paul College of Business & Economics helps entrepreneurs understand and implement innovative techniques to drive traffic to their websites and grow their audiences. In this session, attendees learned, how to investigate their market, the importance of testing every idea to a target market and gaining feedback, how to use social media to reach potential customers as early as possible, and effective marketing on a budget.

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Lean & Mean Marketing Innovation Catalyst Seminar Series, Lean Start-up Business Tactics! Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
@UNHInnovation @SalesProtocol @UNHPaulCollege #IbelieveinUNH Copyright © 2014 Sales Protocol International All rights reserved.
Lean & Mean Marketing Copyright © 2014 Sales Protocol International All rights reserved.
Rule # 1: Understand the Terrain Copyright © 2014 Sales Protocol International All rights reserved.  Crossing the Chasm, Geoffrey Moore
Copyright © 2014 Sales Protocol International All rights reserved.
Rule # 2: Plan, Plan, Plan for the unexpected • • • • • 1st Get it on paper Review with Advisory Board Share with early adopters Contracts with teeth Alpha, Beta, OEM Model Copyright © 2014 Sales Protocol International All rights reserved.
How? • Vertical Niche Markets • Killer App • Whole Product • First Mover Advantage • Defacto Standard • Strong Reference Base Copyright © 2014 Sales Protocol International All rights reserved.
Crossing the Chasm….How? • Vertical Niche Markets • Killer App • Whole Product • First Mover Advantage • Defacto Standard • Strong Reference Base Copyright © 2014 Sales Protocol International All rights reserved.
Value Proposition • “About” your organization • Facts & Stats • Targeted Story What’s your secret sauce? “Why should I buy from you?” Copyright © 2013 Sales Protocol International
What’s Your Campaign? • • • • • • Vertical Markets Horizontal Roles Application Specific Demographic Professional Groups Consortiums
Value Driven Campaigns Copyright © 2013 Sales Protocol International All rights reserved.
Rule # 3: Pick your Team Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Rule # 4: Iterative Approach Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Continuous Improvement Copyright © 2013 Sales Protocol International All rights reserved.
Rule # 5: Bring the Right Tools • • • • • • Foundation: Cloud Based CRM Catch: Value Proposition Inbound: SEO Outbound: Social Media, Sales Develop: Thought Leadership Establish: Brand Copyright © 2014 Sales Protocol International All rights reserved.
Alexander Osterwalder & Yves Pigneur Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Copyright © 2014 Sales Protocol International All rights reserved.
Get out of the House & Talk to Dr. Evil! Copyright © 2014 Sales Protocol International All rights reserved.
Rule # 1: Understand the Terrain Rule # 2: Plan, Plan, Plan Rule # 3: Pick Your Team Rule # 4: Iterative Approach Rule # 5: Bring the Right Tools Copyright © 2014 Sales Protocol International All rights reserved.
Lean & Mean Marketing Copyright © 2014 Sales Protocol International All rights reserved.
CATHERINE B. BLAKE, PRESIDENT 580 BAY ROAD DURHAM, NEW HAMPSHIRE 03824 603 828 7312 cblake@salesprotocol.com www.salesprotocol.com All rights reserved.

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Lean Marketing - Startup Marketing with Lean Startup Tactics

  • 1. Lean & Mean Marketing Innovation Catalyst Seminar Series, Lean Start-up Business Tactics! Copyright © 2014 Sales Protocol International All rights reserved.
  • 2. Copyright © 2014 Sales Protocol International All rights reserved.
  • 4. Lean & Mean Marketing Copyright © 2014 Sales Protocol International All rights reserved.
  • 5. Rule # 1: Understand the Terrain Copyright © 2014 Sales Protocol International All rights reserved.  Crossing the Chasm, Geoffrey Moore
  • 6. Copyright © 2014 Sales Protocol International All rights reserved.
  • 7. Rule # 2: Plan, Plan, Plan for the unexpected • • • • • 1st Get it on paper Review with Advisory Board Share with early adopters Contracts with teeth Alpha, Beta, OEM Model Copyright © 2014 Sales Protocol International All rights reserved.
  • 8. How? • Vertical Niche Markets • Killer App • Whole Product • First Mover Advantage • Defacto Standard • Strong Reference Base Copyright © 2014 Sales Protocol International All rights reserved.
  • 9. Crossing the Chasm….How? • Vertical Niche Markets • Killer App • Whole Product • First Mover Advantage • Defacto Standard • Strong Reference Base Copyright © 2014 Sales Protocol International All rights reserved.
  • 10. Value Proposition • “About” your organization • Facts & Stats • Targeted Story What’s your secret sauce? “Why should I buy from you?” Copyright © 2013 Sales Protocol International
  • 11. What’s Your Campaign? • • • • • • Vertical Markets Horizontal Roles Application Specific Demographic Professional Groups Consortiums
  • 12. Value Driven Campaigns Copyright © 2013 Sales Protocol International All rights reserved.
  • 13. Rule # 3: Pick your Team Copyright © 2014 Sales Protocol International All rights reserved.
  • 14. Copyright © 2014 Sales Protocol International All rights reserved.
  • 15. Rule # 4: Iterative Approach Copyright © 2014 Sales Protocol International All rights reserved.
  • 16. Copyright © 2014 Sales Protocol International All rights reserved.
  • 17. Continuous Improvement Copyright © 2013 Sales Protocol International All rights reserved.
  • 18. Rule # 5: Bring the Right Tools • • • • • • Foundation: Cloud Based CRM Catch: Value Proposition Inbound: SEO Outbound: Social Media, Sales Develop: Thought Leadership Establish: Brand Copyright © 2014 Sales Protocol International All rights reserved.
  • 19. Alexander Osterwalder & Yves Pigneur Copyright © 2014 Sales Protocol International All rights reserved.
  • 20. Copyright © 2014 Sales Protocol International All rights reserved.
  • 21. Copyright © 2014 Sales Protocol International All rights reserved.
  • 22. Copyright © 2014 Sales Protocol International All rights reserved.
  • 23. Copyright © 2014 Sales Protocol International All rights reserved.
  • 24. Copyright © 2014 Sales Protocol International All rights reserved.
  • 25. Copyright © 2014 Sales Protocol International All rights reserved.
  • 26. Get out of the House & Talk to Dr. Evil! Copyright © 2014 Sales Protocol International All rights reserved.
  • 27. Rule # 1: Understand the Terrain Rule # 2: Plan, Plan, Plan Rule # 3: Pick Your Team Rule # 4: Iterative Approach Rule # 5: Bring the Right Tools Copyright © 2014 Sales Protocol International All rights reserved.
  • 28. Lean & Mean Marketing Copyright © 2014 Sales Protocol International All rights reserved.
  • 29. CATHERINE B. BLAKE, PRESIDENT 580 BAY ROAD DURHAM, NEW HAMPSHIRE 03824 603 828 7312 cblake@salesprotocol.com www.salesprotocol.com All rights reserved.