Kayla Cobb says, “National Builder Supply, an ecommerce wholesaler of lighting, kitchen and bath fixtures, faced a problem many marketers have – large advertising spends and no way of tracking what was and wasn’t working. By creating an in-house revenue recognition model, rebuilding its online campaigns and finding a way to track its many call center sales, the B2B was able to determine which ad spends were actually worth the investment. Learn how this tracked marketing rebuild resulted in a 60% decrease in overall online spending without affecting sales”. B2B Marketing: Tracked advertising... [...]

Courtney Eckerle says, “ Automotive shopping website Edmunds.com was looking for a way to keep customers engaged throughout the car buying process and began using email to do so. By integrating video and optimizing across multiple devices, the team was able to increase clickthrough rates and provide more relevant content to customers”. Email Marketing: Edmunds.com integrates video into email sends for a 34% increase in clickthrough rate MarketingSherpa  [...]

Courtney Eckerle says, “To gain visibility for the launch of the latest version of their health and wellness app, Owaves created a contest to encourage downloads and usage. By getting users to share their interaction with the app visually and pulling in key influencers, the marketers at Owaves were able to increase daily downloads by 100% and develop engaging content for and with customers”. Social Media Marketing: Over 120% increase in daily activity for app due to visual social media campaign MarketingSherpa  [...]

Courtney Eckerle says, “The marketers at fitness app RunKeeper needed to find a simpler process for utilizing the data they had available to properly segment RunKeeper’s 40 million global users. Learn how the team was able to improve deliverability and send content to the right people at the right time through a segmentation effort that doubled the open rate for a send from the previous year”. Email Marketing: RunKeeper app results in 100% open rate increase in a single campaign MarketingSherpa  [...]

Erin Hogg says, “When you become a trusted advisor to your prospects, how can you deliver the most relevant content for them? TechnologyAdvice, a consultative service with a goal of helping businesses find the best technology solutions for their needs, appeals to a wide range of customers in different verticals. Sending targeted content for specific industries, solutions and other customer factors would be an overwhelming task for any team to manually handle. Learn how the brand turned to marketing automation to set up various segments and created content to appeal to each buyer and their location... [...]

David Kirkpatrick says, “Well-established companies have most likely long been engaged in traditional marketing channels, such as newspaper, display ads and the venerable Yellow Pages. A marketing challenge arises in the realization that those channels aren’t as successful as they once were, and an aging website is not much more than a static brochure or business card. Knockout Pest Control, a regional company serving the New York area, decided the answer to its marketing challenge was to dive into digital marketing by totally revamping its website. Discover the two-year process the team went... [...]

Selena Blue says, “How do you improve an already effective marketing program? Online testing lets marketers optimize their current efforts through small changes or radical redesigns. The key is to design tests that provide customer insights, not just metric lifts. As part of the Email Summit 2015 Live Test, VolunteerMatch used a three-part series of experiments to learn how to better engage its B2B audience for its SaaS product. Learn how it increased clickthrough in emails and on a landing page while still gaining invaluable insights about the needs of its potential customers”. Online Testing:... [...]

David Kirkpatrick says, “When a management change at a global B2B chemical supply company led to neglecting website performance metrics and overall search engine optimization strategies, the result was a website that underperformed and had glaring SEO issues once those numbers were finally reviewed. This case study covers the systematic campaign that increased organic website traffic-based revenue 25% and organic traffic 33% as well as the ongoing plans the team has in place to continue improving SEO on the website”. Search Engine Optimization: Website overhaul increases revenue tracked to... [...]

Erin Hogg says, “Balancing promotional content with brand affinity content is a challenge — how can you meet your business strategy with promotional emails but not overwhelm subscribers? How can you create an experience that is unique to your brand and builds awareness and loyalty with customers? Learn how national restaurant collection Mellow Mushroom goes the extra mile with email marketing, serving up artistic and customer-centric messaging and content for subscribers to devour as well as infusing promotional emails without tipping the balance”. Brand Affinity: Mellow Mushroom builds... [...]

Daniel Burstein says, “From previous Charts of the Week, we learned that Americans overwhelmingly prefer to receive email over other channels and that 91% of people want to receive promo emails. However, that doesn’t mean that customers don’t see room for improvement. In this MarketingSherpa Chart of the Week, we take a look at research from 1,748 American adults who want to receive company emails to help you discover opportunities for improving your email marketing“. How customers want you to change your email marketing MarketingSherpa  [...]