Learn how to apply digital marketing and AI to grow your startup in this workshop with HBS Lecturer Jake Cook.
How can early-stage ventures use digital marketing and AI to find customers, learn from them, and build momentum? In this 60-minute workshop, Jake Cook—Lecturer at Harvard Business School and cofounder of Tadpull—will share a practical framework for navigating modern customer acquisition and retention.
Designed for early-stage founders, the session blends strategy with hands-on experimentation, drawing on real startup cases and research from HBS’s Digital, Data, and Design (D^3) Institute and Tech for All Lab. Jake, who teaches the MBA course Digital Marketing & AI Workshop at HBS, is known for equipping students with hard skills and frameworks in SEO, paid media, analytics, and generative AI—all in a startup context.
What You’ll Learn
- A repeatable framework for mapping digital marketing to different stages of startup growth
- How to apply the Golden Equation of Digital Marketing to optimize traffic, conversion, and value
- Practical use cases for AI in startup marketing, including customer research and campaign planning, asset creation (copy, images, landing pages), and data interpretation and iterative learning
- How to balance experimentation across SEO, paid ads, influencers, and community as your venture grows Insights from live cases, founder projects, and early-stage growth fieldwork
ABOUT THE SPEAKER
GETTING TO THE HARVARD INNOVATION LABS
The Harvard Innovation Labs is located on the first floor of Batten Hall at 125 Western Avenue, Allston, MA 02134. We are situated on the Harvard Business School campus, a 15–20 minute walk from Harvard Square. You can also use the Harvard shuttle. The University offers daily parking for faculty, staff, students, visitors, and guests in the HBS lot on Western Avenue. The HBS lot is available 24/7 and accepts both cash and credit card payments.
ACCESSIBILITY STATEMENT
The Harvard Innovation Labs welcomes attendees of all abilities to our events, both in person and online.
Requests for American Sign Language interpreters and/or CART providers should be made at least two weeks in advance, if possible. Please note that the University will make every effort to secure services, but that services are subject to availability.
If you would like to request accommodations or have questions about physical access, please contact us in advance of the event.
FUTURE COMMUNICATIONS
Please note: By registering, you agree to receive emails about this event and future communications from the Harvard Innovation Labs.
