Marketing Strategy

The Importance of Tracking Customers Across the Marketing and Sales Funnel | The Sterling Woods Group

The Importance of Tracking Customers Across the Marketing and Sales Funnel

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When it comes to tracking customer behavior, some businesses only focus on that critical moment: immediately before, during, and after the sale. And of course, knowing who’s purchasing your products or services and understanding how much revenue you’re generating is important information! But if you’re only paying attention to what customers are up to right …

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Saving Meal Kits: Our Suggestions for Course Correcting a Struggling Industry | The Sterling Woods Group

Saving Meal Kits: Our Suggestions for Course Correcting a Struggling Industry

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Just a few years ago, meal kits were the hot, new trend in food. Investors were throwing checks at the startups in the space, consumers were buying them en masse, and hordes of new companies with niche areas of focus were popping up to cater to specific dietary needs. Well, a lot has changed since …

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Free Lunch: The Power of Segmentation | The Sterling Woods Group

Free Lunch: The Power of Segmentation

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I remember a business school professor proclaiming, “diversification is the only free lunch.” He meant that diversification is the only technique in finance that simultaneously lowers risk and increases returns (click here if you don’t believe me). I’d argue that there’s another free lunch in the business world: segmentation. Segmentation allows companies to simultaneously lower …

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What Would You Say You Do Here? 5 Steps to Clarify Your Paid Digital Membership’s Value Proposition

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One of my favorite parts of the movie Office Space is when the deadpan consultants are brought in to interview Initech employees. They begin each session by asking in a monotone, “What would you say . . . you do here?” Sometimes when I’m visiting someone’s website, I find myself asking the same question. Being …

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