Drupal projects can be awesome, but before you launch into the work, even before you start scoping out the project, you need to answer one question: “Why?”

Every site is created for a reason: to get the visitor to engage. Unfortunately, we frequently just put our heads down and do the work.

• If the client says they want a slideshow on the front page, we do it, even if that lowers conversions.
• If the boss says to put call-out blocks in the right sidebar for each service offered, we do it, even if that confuses visitors.
• If the project manager says no responsive design this round, we design yet another fixed-width theme, while half the site visitors pinch-and-zoom.

That’s just crazy! Even if you deliver exactly what was asked for, it likely won’t get them what they need. They need a site for a reason, and every decision should support that reason!

In this session we’re going to give an overview of marketing concepts, and how they translate into all stages of Drupal development. We’ll address:

• Talking to your prospective clients about what they really need
• Evaluating which problems to tackle first
• Scoping and planning with marketing in mind
• Implementing an iterative approach to better manage development
• Measuring results to improve over time

From initial client meetings to launching the completed project, you need to get the most bang for your buck. This session is to help you do just that.