This webcast is for product owners on how to do market testing in an agile fashion. We've created a methodology called a "Market Sprint" that allows you to very quickly discover and prove out go-to-market models for new or pivoting products. It's a great way to validate requirements and buying patterns in the market before having your team write code.

1. Market Testing, The Agile Way The Market Sprint @explorics Aggressive Market Testing

3. better market testing

4. time to release first product cost to create first product

5. we’re spending less time getting to know our customer

6. involve the user!

7. but what about the buyer?

8. what you want to avoid 6 12 18 24 30 36 first release expanded features major pivot 1 major pivot 2 traction… finally stagnation Users / Revenue Time In Business

10. what the market sprint is

13. finding demand vs. creating demand

16. get outside. get dirty.

18. how the market sprint works

19. we developed the market sprint concept based on agile (review market observations) repeatable demand gen engine (at limited scale) Program artifacts

21. phase 1: assessing your market & planning your sprint

22. 3 variables, 3 unknowns Target Customer & Pain Point Channel & Message Compelling Offer

23. one variable is your anchor hold it steady throughout the sprint

24. one variable is your pushpin doesn’t need to be optimal, just good enough

25. you iterate on the last variable change parameters, run experiments, gather results

26. examples: 4-8 week sprints Anchor Pushpin Iterate Target: HR reps at small & mid-sized companies Channel: Google Adwords Offer: Range of engagement programs & trials Channel: Telemarketing Offer: Meeting with in-house thought leadership Target: Who at target companies bites, why? Target: Data analysts Offer: Downloadable software Channel: Various communities & online ad platforms

27. the sprint map tracking progress & demonstrating results ANCHOR PUSHPIN ITERATE Target Customer Pain Point Channel Message Conversion Offer Interest

28. discovering your target segment analysis market sizing buyer/user personas

29. discovering your channel channel map credit to B2B Lead Blog elevator pitch funnel analysis

30. discovering your offer competitive & landscape analysis conversation roadmap credit to Corporate Visions, Inc.

31. preparing the sprint map ANCHOR PUSHPIN ITERATE Gen Counsel Sales/Mktg Execs Prod Mgrs Tele mktg Meeting Target Customer Pain Point Channel Message Conversion Offer Interest

32. phase 2: designing the test

33. define an experience, starting with demand Search Ad Hate your antivirus? Compare it with Bit9's advanced protection that stops all malware. bit9.com/amp Download Install Landing Page Register Instructions Forum WEB DESKTOP

34. identify risks concentrate on the biggest one Search Ad Hate your antivirus? Compare it with Bit9's advanced protection that stops all malware. bit9.com/amp Download Install Landing Page Register Instructions Forum WEB DESKTOP not enough search volume poor conversion lacks credibility – people don’t download instructions too difficult registration cancelled

35. eliminate complexity everywhere else Search Ad Hate your antivirus? Compare it with Bit9's advanced protection that stops all malware. bit9.com/amp Landing Page Instructions Forum WEB focus here don’t need a download yet… just need to know if they click the link “ we’re almost ready to launch” page, engage on forum anyway

38. know exactly what you are going to measure, what success means

39. phase 3: executing, iterating, and analyzing

40. preparing the sprint map ANCHOR PUSHPIN ITERATE Gen Counsel Sales/Mktg Execs Prod Mgrs Tele mktg Meeting Target Customer Pain Point Channel Message Conversion Offer Interest

41. toss stuff out that isn’t working ANCHOR PUSHPIN ITERATE Gen Counsel Sales/Mktg Execs Prod Mgrs Tele mktg Meeting not reachable no urgency Target Customer Pain Point Channel Message Conversion Offer Interest

42. advance stuff that is working ANCHOR PUSHPIN ITERATE Gen Counsel Sales/Mktg Execs Prod Mgrs Tele mktg Meeting revenue recovery Target Customer Pain Point Channel Message Conversion Offer Interest

43. build connections ANCHOR PUSHPIN ITERATE Gen Counsel Sales/Mktg Execs Prod Mgrs Tele mktg Meeting revenue recovery 10-25% more $ Target Customer Pain Point Channel Message Conversion Offer Interest

44. converge on conversion ANCHOR PUSHPIN ITERATE Gen Counsel Sales/Mktg Execs Prod Mgrs Tele mktg Meeting revenue recovery 10-25% more $ rev assess-ment Target Customer Pain Point Channel Message Conversion Offer Interest

45. DRIVE LEADS! ANCHOR PUSHPIN ITERATE Gen Counsel Sales/Mktg Execs Prod Mgrs Tele mktg Meeting revenue recovery 10-25% more $ rev assess-ment leads Target Customer Pain Point Channel Message Conversion Offer Interest

46. phase 4: go after your next biggest risk

47. identify risks concentrate on the biggest one Search Ad Hate your antivirus? Compare it with Bit9's advanced protection that stops all malware. bit9.com/amp Download Install Landing Page Register Instructions Forum WEB DESKTOP not enough search volume lacks credibility – people don’t download instructions too difficult registration cancelled

48. usually, switch pushpin & iteration ANCHOR ITERATE PUSHPIN Prod Mgrs Tele mktg revenue recovery 10-25% more $ Meeting custom report SaaS product Target Customer Pain Point Channel Message Conversion Offer Interest

49. some lessons learned