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The Silicon Valley Way
San Jose State University | Lucas College of Business
BUS 134C Social Media Marketing
My professional career...
Marketing and Customer
Product and Monetization
Growth marketing leader
What’s so special about
marketing in Silicon Valley?
Fundamentals are the same...
The activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings
that have value for customers, clients,
partners, and society at large.
-The American Marketing Association
… but need to solve for more unique
situations than the most
Targeted at very nascent, or even
Constantly changing (esp. with
Internet and software products)
Based on unproven technology
Fierce competition, often only a
A need for ‘modern marketers’...
Image source: https://goo.gl/images/RjZqhVImage source: https://goo.gl/images/Xms75m
… in modern marketing functions
Underlying core marketing capabilities and functions
● 4Ps, 4Cs
● Market / user research
(+ IR / AR / PR)
Product marketing Growth marketing
Field marketing ... ...
New, accelerated, or
functions to meet the
complex business needs
Three practical advices to help
train yourself to become a
marketer at a tech company
1. Experience and
play with a lot of
● What is the user problem?
● Who is the ideal customer?
● How would the business
measure user success?
2. Critique what
comes in your
inbox and see on
● What is the marketer trying
to tell you?
● How would you tell the story?
● Why or why not, and how are
you reacting to the message?
3. Invest on quant
Practice, if you can:
● A/B experiment design
● Simple data analyses
● Keeping a log of good
intuitions and best practices
Image source: https://goo.gl/images/uBeyfw
Views expressed in this presentation is personal, and do not reflect the views and/or endorsements of
companies affiliated or employed by the presenter. Materials used in the presentation are mainly for
illustrative and instructive purposes, and were sourced from publicly available domains.