This is Sean's talk for the AZ Innovation Summit at Skysong on 11/2/12. It's an intro to the Lean Startup methodology for companies that are pre Product-Market fit and covers Marketing Automation and Lifecycle Marketing for post Product-Market fit companies.

1. Lean Startup & Marketing Automation
Two subjects I wish I could go back and teach my
former entrepreneurial self
by Sean Tierney

2. My creds

3. Product-Market Fit
Pre Post
Searching for b-model Focused on growth

4. What is Lean?
Toyota lean manufacturing principles applied to
startups
Reduce waste
De-risk the most threatening aspects early
Build / Measure / Learn
Pivot or Persevere
Validated learning as the unit of progress

5. Pre-fit: apathy is your greatest threat

6. CustDev Lean Canvas

8. Example

9. Example

10. Example

11. Example

12. Product-Market Fit
Pre Post
Lean Marketing Automation

13. What is Marketing Automation?
“Rescue apparatus for operational quicksand”

15. Pre-launch Post-launch
mostly strategic
operations strategic

16. Boost conversion rate
# conversions
conversion % =
# unique visitors

17. Example scenario
5 sales
.5 % =
1000 visitors
995 missed opportunities!!

18. Date your prospects

19. Lifecycle Marketing = dating your customers

20. Benefits
Higher conversions = maximize value of ad spend
More personalized experience = improved cust satisf.
Higher LTV per customer
More referral business
Reduced overhead, more time to devote to meaningful
activities

22. Recommended reading

23. http://grid7.com/azinnovation
Sean Tierney
sean@grid7.com
480.221.5500
@scrollinondubs