An introduction to Full Stack Marketing - what it is, where it fits in startups, and a brief history of the idea.

1. London Full
Stack Marketers
Our first meeting

2. Outline
● Lessons from full stack developers
● Full stack marketing
● Where’s FSM today?

3. Full stack development
Front-end, back-end, devops

4. Full stack development
Front-end, back-end, devops
CSS3, HTML5, JavaScript, Python, Django,
MySQL, Mongo, Heroku, Linux, Security,
Backups, Scalability, ORM, Bootstrap...

5. Full stack development
Front-end, back-end, devops
CSS3, HTML5, JavaScript, Python, Django,
MySQL, Mongo, Heroku, Linux, Security,
Backups, Scalability, ORM, Bootstrap...
Full stack developer - professional generalist

6. Full stack development
Front-end, back-end, devops
CSS3, HTML5, JavaScript, Python, Django,
MySQL, Mongo, Heroku, Linux, Security,
Backups, Scalability, ORM, Bootstrap...
Full stack developer - professional generalist
Do everything: small apps, marketing sites,
widgets, Wordpress, feature build and
optimisation

7. Full stack development
Front-end, back-end, devops
CSS3, HTML5, JavaScript, Python, Django,
MySQL, Mongo, Heroku, Linux, Security,
Backups, Scalability, ORM, Bootstrap...
Full stack developer - professional generalist
Do everything: small apps, marketing sites,
widgets, Wordpress, feature build and
optimisation
Ideal startup founding team member

8. Full stack development
Front-end, back-end, devops
CSS3, HTML5, JavaScript, Python, Django,
MySQL, Mongo, Heroku, Linux, Security,
Backups, Scalability, ORM, Bootstrap...
Full stack developer - professional generalist
Do everything: small apps, marketing sites,
widgets, Wordpress, feature build and
optimisation
Ideal startup founding team member
Who’s aware of this?

9. Full stack marketing
Marketing equivalent - professional generalist

10. Full stack marketing
Marketing equivalent - professional generalist
Do everything: work across channels to find
users and evangelists, get the story to the
world

11. Full stack marketing
Marketing equivalent - professional generalist
Do everything: work across channels to find
users and evangelists, get the story to the
world
Ideal startup founding team member

12. Full stack marketing
Marketing equivalent - professional generalist
Do everything: work across channels to find
users and evangelists, get the story to the
world
Ideal startup founding team member
SEO, Copywriting, Paid Advertising, Email Marketing,
Social Media, Positioning, In-Product Marketing, Public
Relations, Content Marketing, Blogging, Storytelling,
Lifecycle Marketing, App Store Marketing, Analytics, A/B
Testing, Landing Page Optimization,
HTML/CSS/Javascript, Customer Service, Pitching,
Distribution, Biz Dev - thanks Wade Foster!

13. Full stack marketing
Marketing equivalent - professional generalist
Do everything: work across channels to find
users and evangelists, get the story to the
world
Ideal startup founding team member
SEO, Copywriting, Paid Advertising, Email Marketing,
Who realises this?
Social Media, Positioning, In-Product Marketing, Public
Relations, Content Marketing, Blogging, Storytelling,
Lifecycle Marketing, App Store Marketing, Analytics, A/B
Testing, Landing Page Optimization,
HTML/CSS/Javascript, Customer Service, Pitching,
Distribution, Biz Dev - thanks Wade Foster!

14. Full Stack
Marketing today
How did we get here? Where’s here?

15. FSM today
● Feb 8th - Marcelo Calbucci, “We need more
startup marketing minds (a.k.a. Full-Stack
Marketers)”

17. FSM today
● Feb 8th - Marcelo Calbucci, “We need more
startup marketing minds (a.k.a. Full-Stack
Marketers)”
● Feb 11th - Wade Foster, “The 21 Skills of a
Full Stack Marketer”

18. The 21 Skills of a Full Stack Marketer
SEO, Copywriting, Paid Advertising, Email
Marketing, Social Media, Positioning, InProduct Marketing, Public Relations, Content
Marketing, Blogging, Storytelling, Lifecycle
Marketing, App Store Marketing, Analytics, A/B
Testing, Landing Page Optimization,
HTML/CSS/Javascript, Customer Service,
Pitching, Distribution, Biz Dev

19. FSM today
● Feb 8th - Marcelo Calbucci, “We need more
startup marketing minds (a.k.a. Full-Stack
Marketers)”
● Feb 11th - Wade Foster, “The 21 Skills of a
Full Stack Marketer”
● Aug 1st - Kyle Tibbits, “Rise of the full-stack
marketer”

20. Rise of the full-stack marketer
Development has become much
easier and cheaper
“Over the last decade … the cost of
building a product has drifted towards
zero... the full-stack developer... can
switch between web, mobile and native
without necessarily having to switch
people.” Kyle Tibbits

21. Rise of the full-stack marketer
Distribution is essential
“...one of the biggest challenges a
modern-day founding team will face is
getting distribution once you’ve built a
minimum viable product, nailing the
killer user experience and putting your
product into the hands of real people
quickly.” Kyle Tibbits

22. FSM today yesterday!
● Feb 8th - Marcelo Calbucci, “We need more
startup marketing minds (a.k.a. Full-Stack
Marketers)”
● Feb 11th - Wade Foster, “The 21 Skills of a
Full Stack Marketer”
● Aug 1st - Kyle Tibbits, “Rise of the full-stack
marketer”
● 2005 - Steve Blank, “The Four Steps to the
Epiphany”
● 2008 - Eric Reis, “What is customer
development?”

24. FSM today
Who’s doing this?
What’s your experience
of full stack marketing,
and the need for it?

25. Thanks!
is.gd/londonfsm
@londonfsm
Ollie Glass
@ollieglass