Derek Gleason

gecko feet

You invest in your employees—mentoring, conferences, training. Yet over time, unused knowledge fades. Employees take other jobs. How do you protect your investment?

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corporate training session

U.S. companies spend billions on training each year. What about marketing departments? How much do they spend? What are they getting out of it? And what are they struggling to solve?

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color samples

The classic graph for the product lifecycle is a sales curve that progresses through stages:

  • a sharp rise from the x-axis as a product transitions from Introduction to the Growth phase;
  • a sustained, rounded peak in Maturity;
  • and a gradual Decline that portends its withdrawal from the market.

Each stage of the product lifecycle has implications for marketing. But an MBA-friendly curve rarely translates to reality. The goal of product lifecycle marketing is not to match the curve but to outline what may work best now and plan for the future.

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census researcher

Good user research asks the right questions to the right people. If you fail on either account, you may make million-dollar decisions on bad data.

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corella pear pricing

Your current customers will never be excited about paying more. But that’s not why raising prices is so difficult.

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watch movement

Inbound marketing. Conversational marketing. The subscription economy. Growth hacking. Each term, now ubiquitous, had humble origins but a profound—and profitable—impact.

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hurricane paths

Most hurricanes that reach the United States start off the coast of West Africa. Those storms join and split with other minor systems as they move across the Atlantic. Some dissipate into a mild breeze; others devastate coastal areas along the Eastern seaboard.

So what does an afternoon rainshower over Cape Verde tell you about the next Category 5 hurricane? Often, little more than a form fill tells you about the potential for a five-figure sale months down the road.       

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stitch

With a single click, a user can destroy Google Analytics data: Moving from an AMP page to the main site or the main site to a payment processor can turn one visit into multiple sessions, mucking up source data along the way. Keep reading »

google analytics 360 logo

For many, Google Analytics 360 is a black box. Marketing and sales collateral from Google is spartan, and common refrains about key features—like unsampled data—seem unworthy of a six-figure bill for most sites.

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smartphone tap

Done right, optimized mobile forms can deliver more than an increased conversion rate: They can become a competitive advantage—a reason users choose to fill out a form on your site. Keep reading »