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Kate Moore - Acquisition the Agile Way: Scaling Marketing from $5M to $25M

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Acquisition The Agile Way
Scaling Marketing from $5M to $25M

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Brand
+ 10 Years B2B SaaS
Marketing & Media
Specialities:
+ Demand Generation
+ Marketing Ops


Current Role: VP of
Market...

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What is
Kanban?

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Kate Moore - Acquisition the Agile Way: Scaling Marketing from $5M to $25M

  1. 1. Acquisition The Agile Way Scaling Marketing from $5M to $25M
  2. 2. Brand + 10 Years B2B SaaS Marketing & Media Specialities: + Demand Generation + Marketing Ops 
 Current Role: VP of Marketing @LeanKit Speaker + Agenda Share benefits of using Agile methods to execute your acquisition strategy.
  3. 3. What is Kanban?
  4. 4. Visualize Your Work
  5. 5. Limit your Work In Process (WIP)
  6. 6. Basically, stop starting and starting finishing.
  7. 7. Build a Culture of Continuous Improvement
  8. 8. Kaizen
  9. 9. FAILURE
  10. 10. The greatest enemy of knowledge is not ignorance, it is the illusion of knowledge. Stephen Hawking
  11. 11. Why do we test? We test because we do not fully understand our customers; their likes, dislikes, preferences, and behavior as it relates to their experience with our product and company. To better understand why our prospects and customers make certain decisions and how to influence that behavior while optimizing their customer experience.
  12. 12. Next, what do you want to know? Question: What questions do we have about the observation? Hypothesis: Create a hypothesis to accept or reject. - Ex. If we do ‘x’ then ‘y’ will happen Type and Vehicle: Where will testing take place and what kind of test? Measurement: “KPIs” what are the key success measurement(s) Possible outcomes: Win/Loss/Neutral – Analyze results – What did you observe? – What questions do you have about the observations? Hypothesis 2: Wash, Rinse, Repeat Hypothesis 3: Wash, Rinse, Repeat 

  13. 13. Continuous Improvement in the wild
  14. 14. Start small
  15. 15. Test, Test, Test
  16. 16. Cover lifted after brand lift IN THIS GUIDE, YOU'LL LEARN HOW TO: " Map your current workflow " Visualize your work " Focus on flow " Limit your work in process " Measure and improve
  17. 17. Now Available in German IIN DIESEM GUIDE ERFAHREN SIE " wie Sie Ihren aktuellen Arbeitsfluss abbilden " wie Sie Ihre Arbeit visualisieren " wie Sie den Arbeitsfluss immer im Auge behalten " wie Sie den Work in Progress limitieren " wie Sie Messungen und Verbesserungen durchführen
  18. 18. 31,248....Downloads in 22 months.
  19. 19. Respect for People
  20. 20. People are intrinsically motivated to do their best work.
  21. 21. What’s the Cost of Delay for Marketing Programs?
  22. 22. 37 Trials per Month
  23. 23. Thank you. kate.moore@leankit.com

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