Shade Wilson

Director of Digital Strategy for Elevation. Shade has more than 15 years experience in digital marketing, is an active speaker and is a past president of the American Marketing Association - Richmond Chapter. He was also the founder of Scalability Project.
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Recent Posts

Assessing event marketing impact over time

by Shade Wilson

Dec 28, 2016 3:22:44 PM

Using Visual Analytics: Part Three

 

This post is the third in our series on using visual analytics. In our first article, we covered how to measure brand awareness behaviorally using organic search impressions and clicks to your website from brand and services phrases. Our second article discussed measuring consumer engagement when the purchase occurs through another channel.

In this article, I wanted to tackle the challenge of measuring the performance of marketing activity when a purchase may not occur for several months.

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Topics: Marketing Analytics

Building consumer demand – steps to effective new product introduction

by Shade Wilson

Dec 15, 2016 10:57:18 AM

Bringing a new product to market is complex. You work through the product/market fit, a feature set, operational concerns and many other issues in the hope that your launch will be a success.

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Topics: Marketing Strategies

How to track consumer engagement through visual analytics

by Shade Wilson

Dec 1, 2016 4:47:32 PM

Using Visual Analytics: Part Two

 

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Topics: Marketing Analytics

The power of strategic messaging for delivering superior results

by Shade Wilson

Nov 10, 2016 8:14:45 AM

 

The importance of a carefully crafted message cannot be underestimated in its power to deliver effective marketing.

When many people think about conversion optimization, the first thing that comes to mind are the functional elements like the call-to-action or placement and sizes of buttons, images and forms. However, no amount of a/b testing of the placement of these components will deliver the results if the overall message is not impactful and compelling.

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Topics: Marketing Strategies

Using visual analytics to spotlight brand awareness online

by Shade Wilson

Oct 19, 2016 8:00:00 AM

According to a survey conducted by the MIT Sloan Management Review, 58 percent of marketers felt increasing pressure from their senior management to use analytics to make better decisions about their programs.

Yet, many marketers are typically grading their teams and programs on the volume of activity rather than the quality of outcome. If they are measuring performance, they are doing it primarily in silos around execution channels rather than holistically around buyers and their journey. In fact, in a study conducted by Econsultancy and Adobe, nearly three-quarters of respondents reported not having a solid data-driven marketing strategy in place.

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Topics: Marketing Analytics

The sales pipeline questions your SVP wishes you would ask

by Shade Wilson

Sep 8, 2016 5:29:17 PM

We all have our insider language and acronyms. Marketers will talk endlessly about things like SEO, UX, CTR, CPA, KPI and more. Sales counters with the need for BANT, PPVVC, GPCT, ABC and my personal favorite, MMC. But what are we really getting at?

Time to move beyond the typical marketing language and get right to the questions your Sales VP really wishes you would ask about the sales pipeline. 

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Topics: Lead Generation

3 questions to give your marketing dashboard greater impact

by Shade Wilson

Aug 24, 2016 8:00:00 AM

How good is your marketing dashboard at tracking the results and impact of your marketing programs on your company’s bottom line? In a study from Teradata nearly half of marketers reported significant pressure to be more data driven. Yet 87% considered data the most underutilized asset in their organization.

The challenge isn't having data; it's not thinking through what activities deserve tracking and which are just providing noise.

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Topics: Marketing Analytics

Online lead generation: 3 easy tips to make your site best of class

by Shade Wilson

Jul 28, 2016 9:45:56 AM

Your website should be the hub of lead generation and the best avenue for you to attract and engage new potential buyers. However, for many companies their website is at best a signpost and at worst just an extension of their brochure.

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Topics: Lead Generation

Vitamins or pain pills – what marketing plan outline are you using?

by Shade Wilson

Jul 13, 2016 2:09:26 PM

 

For most organizations marketing seems to take one of two forms.

For some it’s a Vitamins approach, with a focus on building out initiatives based on long-term strategic opportunities.
  • Addressable new markets 
  • Evolving trends in customer usage or behavior
  • Entrance or exit of a competitive brand or category
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Topics: Marketing Strategies

Connecting your marketing plan to your sales process with PPVVC

by Shade Wilson

Jun 29, 2016 7:26:30 AM

One of the biggest challenges many companies face is how to effectively connect their marketing plan to their sales process. Too many times the groups operate as totally separate units without finding ways to work together.

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Topics: Lead Nurturing