Introduction to Lean Marketing
Lean Marketing puts the customer experience at the center of all decisions. Improving the customer journey is a priority. All activity is focused on adding value for that customer, and eliminating activities that do not. This leads to a customer centered process that is reduced to only those activities that improve the customer experience, which effectively reduces waste in time, resources, and budget. The BASE3 model follows the lean philosophy.
Read an article about the origins of Lean
Introduction to Growth Marketing
In traditional marketing and sales models, most of the focus is on bringing in new customers and leading them to a sale. In a “Growth Marketing” model, additional emphasis is put on building a long-term customer relationship that leads to repeat business and brand advocacy. As will be discussed later in the book, when a customer has invested time in researching their problem, considering you as an option, and then actually gives you their hard-earned money, the responsibility of the relationship shifts to you. Your outreach.
By using all of the tools that are have available today, you can measure and monitor how successful you are in maintaining that relationship. Being skilled at using these tools strategically to test and measure outcomes will help your business stay focused on what your customers need. BASE3 emphasizes the importance of your post-purchase relationship with your customers.
You may find that you gravitate towards focusing on the sale. To truly unleash the power of marketing and your ability to create a profitable community around your brand, you need to push through to what happens after the sale, and fall in love with your customer’s journey.
