Erin Hogg says, “Sherpas are renowned for their skills in mountaineering — ascending mountains and conquering the toughest conditions in the world. Sherpa Software (no relation to MarketingSherpa) faced a mountainous challenge in content production for lead generation. Leveraging blog microsites to display their content across multiple sites, the team received a wakeup call when Google changed its algorithm. Overnight, a strategy that was working was no longer viable. Learn how the team conquered this challenge by pivoting and restarting an inbound marketing effort, bringing all content back... [...]

Erin Hogg says, “At MarketingSherpa Email Summit 2015, attendees will hear how Ferguson Enterprises generated more than $10 million and growing in online sales by enriching the customer experience. Mary Abrahamson, Email Marketing Specialist, Ferguson, will take the stage to share the customer journey of two personas as they move through the sales funnel. Learn how Ferguson went from one email per event to a segmented series as well as how it optimized its onsite event registration for better retargeting. This campaign earned Ferguson the B2B Best in Show Award, sponsored by BlueHornet, for... [...]

Erin Hogg says, “When a company invests in pay-per-click ads, the return on investment lies in the success of keywords and phrases. Tailoring this messaging can make all the difference in a PPC campaign that drives significant traffic or a campaign with a high cost and low ROI. Namu Travel Group utilizes PPC to drive traffic from searches, but the company was not tracking the customer from PPC ad to the site. Learn how the team implemented Google UTM (Urchin Tracking Module) tracking into their home-grown CRM system to truly discover what worked”. PPC Marketing: 10% decrease in cost per click... [...]

Daniel Burstein says, “VolunteerMatch has a unique revenue model. It’s a nonprofit that operates as a SaaS (software-as-a-service) company, so the lessons from its case study are very applicable to many businesses in addition to nonprofits. To help you improve your own lead management, this case study will show you how VolunteerMatch enabled its sales team to gain real-time insight into the pipeline, find the hottest leads in the shortest amount of time and increase the amount of qualified leads passed to Sales”. Lead Management: How a B2B SaaS nonprofit decreased its sales cycle 99% MarketingSherpa  [...]

Erin Hogg says, “Having a growing company with more clients is great for business, but how can you keep that down-to-earth, friendly communication when your client list keeps expanding? Medix Dental adopted a monthly client and prospect newsletter with the goal of keeping the brand top-of-mind as well as to show its appreciation for clients. See how the team discovered what content resonated and engaged with its audience the most and how the team achieved an open rate more than 10% higher than the professional services industry average”. Email Marketing: Monthly client-focused newsletter nets... [...]

Erin Hogg says, “Providing a free trial allows potential customers to truly gain a sense if your product is right for them. But when they are ready to purchase, does the process of returning to the online store cause unnecessary friction, pushing those prospects out of the sales funnel? Nitro, a provider of PDF creation, editing and sharing software, saw this break and implemented a way for prospects to purchase the full version of their free trial in the application itself. See how the company now attributes 30% of its revenue through this mode of purchasing and has increased daily conversion... [...]

Erin Hogg says, “”We really test. If we’re going to take the time to run a special program, like these programs, we’re going to test them. If we can’t test them, we’re not going to run them,” Diana Primeau, Director of Member Services, CNET, said. In this case study, we’ll be covering one element of Primeau’s upcoming presentation at Email Summit 2015 — the CNET welcome and nurturing program. Learn how Primeau achieved a 26% increase in clickthrough and 12% lift in open rate by onboarding new subscribers and optimizing the process”. Email Marketing:... [...]

Courtney Eckerle says, “ One of the most valuable aspects of social media is the ability to quickly put a campaign into action — and to big effect. When Detroit had the opportunity to be named the “Best Sports City” by USA Today 10Best Readers’ Choice, the team at Visit Detroit put together a campaign across multiple social media channels to rally fans and put the city in the top spot”. Social Media Marketing: Visit Detroit sees 4 million Twitter impressions with social media campaign to win USA Today award MarketingSherpa  [...]

David Kirkpatrick says, “At the enterprise level, when your company is regularly engaged in mergers and acquisitions, one challenge is bringing in all of the new teams from acquired companies, but sometimes the main company itself is diluted to the point where marketing teams aren’t really working in tandem. This case study tackles both of these issues, while offering a blueprint for implementing a project management tool that so far ended up saving this energy company over half a million dollars each quarter this year”. Marketing Technology: Alignment and project management saves $1.6 million MarketingSherpa  [...]

Courtney Eckerle says, “With a legacy of separate and multiple systems used to collect limited data, it was difficult for the team at Microsoft Store to understand customers across both online and brick-and-mortar stores. Instead of waiting for a long-term dynamic data infrastructure, the team worked within their current confines to learn more about their consumers and make the most out of the limited data to increase email revenue by 600%”. Email Marketing: Microsoft Store uses relevance to increase sends by 300% and email revenue by 600% MarketingSherpa  [...]