Lean Marketing: Do Less, Sell More

This Friday->Lean Marketing: More leads. More profit. Less marketing. By Allan Dib [4 min reading]

May 16, 2025

On Startup Salad I break down a business book’s key takeaways in a simple, digestible format, just like a good salad!

Hey, it’s Fede!

Not long ago, the best startups were all about killer developers.

Then AI showed up,
opened the world of “vibe coding”,
leveled the dev playing field,
…and now the game is won by those with the best marketing.

The question is… are you good at it?

Today's book: Lean Marketing: More leads. More profit. Less marketing. By Allan Dib.

Marketing can be tough, but no stress…

It’s learnable.

This newsletter is here to guide you.

Let’s jump into the key takeaways.

Pssst: Every time you see a 🥗, it means the takeaway is very hot!

The Idea Behind the Name

Lean marketing borrows its approach from the “lean” mindset, a Japanese concept that started in manufacturing (think Toyota) and later spread to product development.

Now, it’s being applied to marketing.

Let’s see what is all about:

Getting big results with small resources
Execute, stay focused, and be intentional.
Find what truly moves the needle
Constantly improving every step

Work smarter.

The Most Important Points to Remember

Here is the list:

1. One-Page Marketing Plan
Put your entire marketing strategy on a single sheet: target audience, core message, channels, funnel steps, and key metrics. It’s easier, faster, and better. Here you can find how to do it: click here 🥗

2. Understand What You’re Really Selling
Ever heard of product-market fit?

I talk about it a lot... I know. But it’s for a good reason.

Product-market fit is the foundation of every successful startup.

But here’s the thing: it’s the market that decides if you have it, not you.

If you want your marketing to really connect, you need to understand the real reason people might buy your product.

There is technique for you, try the “5 Whys” method: 🥗
Start by asking your client, “Why would you buy this?” and then repeat “Why?” on top of each answer, five times in a row.

Yeah, it’s a bit obsessive, but it forces you to dig deeper and find the real, gut-level motivation behind the decision.

Once you have that, your marketing will be way more effective.

3. Get a CRM – Seriously
A CRM is not just a “nice to have” – it’s a game changer for keeping your relationships organized and your follow-ups tight, even if you are just starting.

There are plenty of cheap and powerful options out there – don’t overlook this.

4. Don’t Monitor Everything
“No results” isn’t a failure – it’s a lesson. If a campaign isn’t working, dig into the data to figure out why. Remember: “In God we trust, all others must bring data.”

You don’t need a million metrics to know if your marketing is working.

Focus on the numbers that actually matter: 🥗
– LTV (Lifetime Value) – How much a customer is worth over their entire relationship with you.
– CAC (Customer Acquisition Cost) – How much you spend to get a new customer.

Both should be calculated for each customer segment, so you can find opportunities for upselling, cross-selling, and overall better ROI.

5. Focus on Sales, Not Just Branding
I know, everyone talks about “building a brand” – but in the early days, your job is to sell. You can’t build a brand without customers. Don’t waste too much time on awareness if you’re not converting leads into paying users.

The Tab That Makes a Difference

CEOs and founders often handle marketing in their spare time, so it can get overlooked.

With this simple framework, you can keep everything clear and organized. 🥗

Make a list of your marketing tasks and client activities.
Note how often you need to do each one and who’s responsible.

It’s straightforward, but very effective.

Simple Yet Essential

Here are a few quick marketing tips:

1. Don’t hire big corporate marketers.
They play it safe. You need fast, creative problem solvers. Bye-bye.

2. Hire only A-players. 🥗
Don’t settle for B or C people. You need people who want to change the game, not just avoid problems. I know, A players are much more complicated to manage, but they will bring you to the next level.

3. Don’t be the bottleneck. 🥗
If everything needs your approval, you’re slowing things down. Learn to delegate, now.

4. Marketing isn’t an exact science.
…but if you put in the work, you’ll get results 99,999% of the time. Remember: “A city on a hill cannot be hidden.”

Startup Salad 🥗

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