Marketing: Case Studies & Know-How from MarketingSherpa

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.

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

Tue, 07 May 2013 00:00:00 EST

Welcome to another MarketingSherpa webinar! This time we are speaking with Shawn Burns, VP, Digital Marketing, SAP. Here is his real-world success story regarding how he built the right team, laid out a process and implemented a platform for a testing program, as well as a testing culture.

Chart:: Marketing Research Chart: Use of analytics to inform customer theory

Tue, 07 May 2013 00:00:00 EST

In this week's chart, we look back to the MarketingSherpa 2012 Website Optimization Benchmark Report to discover how marketers used analytics to learn more about their customers. 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:: Email Testing: How the Obama campaign generated approximately $500 million in donations from email marketing

Tue, 07 May 2013 00:00:00 EST

The 2012 U.S. presidential election is over and MarketingSherpa has pulled insights from Obama for America's email strategy to help your marketing in 2013. We sat down with the campaign's email director to see how his team raised hundreds of millions of dollars in a matter of months. Inside, we show the best segments the team uncovered, and how one tactic increased conversions 300%.

Case Study:: PPC Marketing: Two accidents reduce cost-per-lead 20%

Thu, 02 May 2013 00:00:00 EST

In today's B2C case study, we look at why a landing page underwent a major redesign, challenging the prevailing conventional wisdom about the customer. After a couple of mishaps with paid search campaigns, the team at firstSTREET also gained valuable learnings about how Google and Bing/Yahoo perform for its audience. The team customized its PPC messages and increased the PPC budget, while driving cost-per-lead down by 20%. Steve Parker, Vice President, Direct Marketing Division, firstSTREET, will present on this campaign at MarketingSherpa and MarketingExperiments Optimization Summit 2013, May 20-23, in Boston, and for a MarketingSherpa webinar on May 15.