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Emprendimiento
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Recuerdan
Recuerdan
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Project(name Leader(name
Marketing(Experiments(Board
Start$here,$brainstorm$with$stickie$notes,$pull$it$over$to$the$right$to$start$your$experiment Experiments 1 2 3 4 5 6 7 8 9
Customer(segments((already(validated(in(the(Javelin(Experiments(Board)
Customer(
segment
Value(propositions((Problem/Solution(fit(already(validated(in(the(Javelin(Experiments(Board)
Value(
proposition
Channels((list(as(many(as(you(can(but(be((specific,(start(with(3(from(the(more(relevant(categories(from(below)
Traction's(
Bullseye(
Framework(
Channels(
combination
Need$help?$Use$these$reminders$to$help$construct$your$experiment
Traction's:Bullseye:Framework:channel:categories:
Touchpoints::Web,:Company:Website,:Mobile,: Forrester(
viral:marketing
Branch/Store,:Call:Center,:Social Research(
public:relations:(PR)
Actions:or:experiences::Discover,:search,:research,: Touchpoints(
unconvential:PR
compare,:decide,:use,:get:help,:share,:personalize,:trust,: and(Actions
search:engine:marketing:(SEM)
evangelize,:friend,:purchase
social:and:display:ads
offline:ads
Message::Define:a:clear:call:to:action:in:your:message:: search:engine:optimization:(SEO) Creative(
what:do:you:want:your:customer:to:do:and:offer:a:reward: content:marketing Message(
as:part:of:your:call:to:action:like:downloading:an:ebook:or: email:marketing (text,(image,(
presentation.:Headline:is:also:very:important:to:get:more: engineering:as:marketing video,(
activations.:Video:is:always:more:appealing:than:static: targeting:blogs document)
images. business:devleopment
sales
affiliate:programs Success(
Pirate:metrics:funnel::acquisition,:activation,:retention,: Criterion(
existing:platforms
referral,:revenue (funnel,(
trade:shows
Measure:also:response:rate,:conversion:rate,:retention:rate: pirate(
offline:events
and:referral:rate,:but:always:in:timed:cohorts. metrics,(time(
speaking:engagements
community:building period)
Get$out$of$the$building
Return(of(
ROMI::calculate:the:return:of:Investment:based:on:the:cost:
Return:on:Marketing:Investment:(ROMI):= Marketing(
of:the:experiment:and:the:probable:size:of:the:opportunity.:
[Incremental:Revenue:Attributable:to:Marketing:($):*: Investment(
Use:Innovation:Accounting:metrics:to:keep:track:of:your:
Contribution:Margin:(%):_:Marketing:Spending:($)]:/ (ROMI)(and(
business.:Avoid:vanity:metrics:like:vistors:per:page,:
Marketing:Spending:($) decision
facebook:likes,:twitter:followers:and:so:on.
Innovation:acounting:monthly:formulas:
CAC::total:acquisition:costs:/:#:new:customers
Learning::did:it:work?:why?:will:you:invest:more?:anything: Learning(
CHURN::#:customers:lost:/:#:customers:acquired
to:improve:in:the:funnel:process?:can:you:combine:with: statements
ARPU::revenue:/:#:of:users
other:experiment?
LTV:(life:time:value)::ARPU:/:CHURN
Better::LTV:>:3xCAC:Good::LTV:>:CAC:Bad::LTV<=CAC
combination
Canales de Tracción
o-help-construct-your-experiment
Website,4Mobile,4 Forrester(
cial Traction's-Bullseye-Framework-channel-categories: Research(
ver,4search,4research,4 viral4marketing Touchpoints(
p,4share,4personalize,4trust,4 public4relations4(PR) and(Actions
unconvential4PR
search4engine4marketing4(SEM)
social4and4display4ads
offline4ads
search4engine4optimization4(SEO) Creative(
o4action4in4your4message:4
Message(
mer4to4do4and4offer4a4reward4 content4marketing
(text,(image,(
ke4downloading4an4ebook4or4 email4marketing
video,(
4very4important4to4get4more4 engineering4as4marketing
document,(
ore4appealing4than4static4 targeting4blogs
business4devleopment call(to(action)
sales
affiliate4programs
ion,4activation,4retention,4
existing4platforms Success(
trade4shows Criterion(
conversion4rate,4retention4rate4
offline4events (funnel,(time(
n4timed4cohorts.
speaking4engagements period,(
4marketing4experiment4if4
community4building revenue(
keting4purpose4is4to4generate4
earned)
Herramientas
| Desarrollo de un sitio web |Generar tráfico
{ www.strikingly.com {www.snip.ly
| Formularios
|Agendamiento
{ www.wufoo.com
{www.setmore.com
| Redes sociales {www.reservio.com
{ www.tiempy.com
{ www.hootsuite.com |Administración de
proyectos y equipos
{ www.buffer.com
{www.slack.com
| CRMs
{www.trello.com
{ www.capsulecrm.com
{ www.streak.com |Diseño gráfico
| Email marketing {www.canva.com
{ www.mailchimp.com |Conectar todo
{www.zapier.com
Sitio web
http://bit.ly/taller3
Formularios
Redes sociales
http://bit.ly/lhh-tiempy
CRMs
CRMs
Email Marketing
Generar tráfico
http://snip.ly/wT2o
Agendamiento
Agendamiento
Proyectos y equipos
Proyectos y equipos
Conectando
Experimenten
Project(name Leader(name
Marketing(Experiments(Board
Start$here,$brainstorm$with$stickie$notes,$pull$it$over$to$the$right$to$start$your$experiment Experiments 1 2 3 4 5 6 7 8 9
Customer(segments((already(validated(in(the(Javelin(Experiments(Board)
Customer(
segment
Value(propositions((Problem/Solution(fit(already(validated(in(the(Javelin(Experiments(Board)
Value(
proposition
Channels((list(as(many(as(you(can(but(be((specific,(start(with(3(from(the(more(relevant(categories(from(below)
Traction's(
Bullseye(
Framework(
Channels(
combination
Need$help?$Use$these$reminders$to$help$construct$your$experiment
Traction's:Bullseye:Framework:channel:categories:
Touchpoints::Web,:Company:Website,:Mobile,: Forrester(
viral:marketing
Branch/Store,:Call:Center,:Social Research(
public:relations:(PR)
Actions:or:experiences::Discover,:search,:research,: Touchpoints(
unconvential:PR
compare,:decide,:use,:get:help,:share,:personalize,:trust,: and(Actions
search:engine:marketing:(SEM)
evangelize,:friend,:purchase
social:and:display:ads
offline:ads
Message::Define:a:clear:call:to:action:in:your:message:: search:engine:optimization:(SEO) Creative(
what:do:you:want:your:customer:to:do:and:offer:a:reward: content:marketing Message(
as:part:of:your:call:to:action:like:downloading:an:ebook:or: email:marketing (text,(image,(
presentation.:Headline:is:also:very:important:to:get:more: engineering:as:marketing video,(
activations.:Video:is:always:more:appealing:than:static: targeting:blogs document)
images. business:devleopment
sales
affiliate:programs Success(
Pirate:metrics:funnel::acquisition,:activation,:retention,: Criterion(
existing:platforms
referral,:revenue (funnel,(
trade:shows
Measure:also:response:rate,:conversion:rate,:retention:rate: pirate(
offline:events
and:referral:rate,:but:always:in:timed:cohorts. metrics,(time(
speaking:engagements
community:building period)
Get$out$of$the$building
Return(of(
ROMI::calculate:the:return:of:Investment:based:on:the:cost:
Return:on:Marketing:Investment:(ROMI):= Marketing(
of:the:experiment:and:the:probable:size:of:the:opportunity.:
[Incremental:Revenue:Attributable:to:Marketing:($):*: Investment(
Use:Innovation:Accounting:metrics:to:keep:track:of:your:
Contribution:Margin:(%):_:Marketing:Spending:($)]:/ (ROMI)(and(
business.:Avoid:vanity:metrics:like:vistors:per:page,:
Marketing:Spending:($) decision
facebook:likes,:twitter:followers:and:so:on.
Innovation:acounting:monthly:formulas:
CAC::total:acquisition:costs:/:#:new:customers
Learning::did:it:work?:why?:will:you:invest:more?:anything: Learning(
CHURN::#:customers:lost:/:#:customers:acquired
to:improve:in:the:funnel:process?:can:you:combine:with: statements
ARPU::revenue:/:#:of:users
other:experiment?
LTV:(life:time:value)::ARPU:/:CHURN
Better::LTV:>:3xCAC:Good::LTV:>:CAC:Bad::LTV<=CAC
TAREA
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campaña de
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<Nombre del alumno>
Producto
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