Marketing: Case Studies & Know-How from MarketingSherpa

Case Study:: Social Media Marketing: Sony Electronics increased new follower growth 200% with charitable Pinterest board

Thu, 23 May 2013 00:00:00 EST

Launching a new social media platform for your company can be an uphill battle. Stirring up the kind of buzz and social status to garner the attention of new fans, as well as those from other outlets, takes a creative approach. In this case study, read how Sony Electronics' social media team leveraged an outside social movement and a larger internal campaign into a charitable campaign that established and expanded their new presence in the Pinterest community.

Other:: Testing: A discussion about SAP's 27% lift in incremental sales leads [SherpaWebinar replay]

Wed, 22 May 2013 00:00:00 EST

In this MarketingSherpa webinar, we spoke with Shawn Burns, Vice President, Digital Marketing, SAP. Watch his real-world success story about how he built the right team, laid out a process and implemented a platform for a testing program and testing culture at SAP.

Case Study:: Email Deliverability: Publisher moves beyond double opt-in to avoid 1,000 hard bounces per day

Tue, 21 May 2013 00:00:00 EST

A healthy sender reputation with ISPs is essential for email marketers. Remaining vigilant against hard bounces and spam filters is the only way to maintain a solid reputation. It is becoming more difficult for emails to arrive unscathed to subscriber's inboxes due to new spam traps and other filters. Traditional permissions and other best practices may not be enough to pass through the scrutiny of ISPs. Learn how ArcaMax Publishing fought to keep a stellar reputation and preserve its ROI with subscribers.

Chart:: Marketing Research Chart: Top platforms for testing value proposition

Tue, 21 May 2013 00:00:00 EST

In this week's chart, we look at the 2012 Lead Generation Benchmark Report to learn how marketers tested their organizations' value propositions. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Other:: The Boston Globe: Managing a transition from free to paid product [Full video of Optimization Summit 2012 session]

Thu, 16 May 2013 00:00:00 EST

MarketingSherpa and MarketingExperiments Optimization Summit 2013, May 20-23, in Boston, is fast approaching. Here is a session from last year's event featuring Peter Doucette, Executive Director of Circulation Sales & Marketing, The Boston Globe, and Pamela Markey, Senior Director of Marketing, MECLABS, in which Doucette explains how to manage a transition from a free to paid product.

Case Study:: B2B Social Media Marketing: DocuSign's targeted LinkedIn InMail strategy creates 3 large pipeline opportunities

Wed, 15 May 2013 00:00:00 EST

The topic for this B2B social media case study is familiar: LinkedIn. The overall strategy and goal are also familiar: Use third-party validation from customers for thought leadership and brand awareness, and build an online community around a specific target audience. The twist comes in the actual channel used to execute this campaign. DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers. Read on to learn the results of this marketing effort.

Case Study:: Sales Enablement: Using email performance data to help salespeople understand lead interest increases sales 48.9%

Tue, 14 May 2013 00:00:00 EST

Keeping Marketing and Sales on the same page requires a smooth flow of information. What if you could send campaign data to the right salespeople automatically? This direct-sales company sends a three-part email series to salespeople with fresh data after every promotional campaign. The emails help the sales team track the hottest leads and helped them increase sales 48.9% year-over-year in 2012.

Chart:: Marketing Research Chart: Implementation of mobile testing

Tue, 14 May 2013 00:00:00 EST

In this week's chart, we look at the MarketingSherpa 2012 Mobile Marketing Benchmark Report to learn how marketers implemented mobile testing efforts. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Case Study:: Social Media Marketing: Doubleday combines geocaching and Facebook to boost sales 23% for John Grisham book

Thu, 09 May 2013 00:00:00 EST

Social media has been a tremendous opportunity for marketers to learn more about their audiences through interaction. In particular, Facebook offers a forum where many companies and customers can communicate. Read how Doubleday gained 72,000 new Facebook fans and a 220% increase in reach for author John Grisham by engaging current fans with a geocaching contest. Plus, learn how the organization used targeted Facebook advertising leading up to the release of Grisham's new book.

Case Study:: Webinar Marketing: Adobe revamps strategy and achieves a 500% lift in conversion to sale

Wed, 08 May 2013 00:00:00 EST

Webinars can be effective, yet challenging, content marketing. So, we were intrigued when we learned even a webinar platform company faced challenges with using webinars for marketing. Adobe wanted to use webinars as guided product tours, which would have been difficult to present in a "one sheet brief," as the senior product marketing manager described it. Learn from the team's impressive turnaround -- a 500% increase in conversion to sale through its new webinar strategy -- to see how you can improve your own webinar marketing.