Daniel Burstein says, “Analytics. Big data. Accountability. Are these just buzzwords, or are they part of an advanced measurement program worth investing in? To help answer that question and give you the information to help secure a budget to make your own measurement investments, we explore data from 2,472 marketers in this ecommerce chart“. The value of analytics and data MarketingSherpa  [...]

Erin Hogg says, “With new and emerging technology, the key is to articulate its benefits to potential clients. IntelliResponse offers a solution for customer service that allows consumers to search for frequently asked questions on a company’s website with ease, freeing up time and resources for call centers to handle more complex questions and concerns. Learn how the company leveraged a robust content strategy to generate brand awareness and leads, resulting in a 100% increase in lead generation via the site“. B2B Content Marketing: 100% increase in lead gen for customer service... [...]

Erin Hogg says, “Sending the right message to the right person at the right time is the key to success for many email programs. The Canadian Opera Company, the largest opera company in Canada, sought to implement real-time email messaging to subscribers and send promotional emails during performance intermissions to encourage additional ticket purchases. See how the team created and implemented perfectly timed sends and coordinating phone follow-ups to achieve a 50% sales conversion rate from follow-up calls stemming from emails“. Email Marketing: 67% open rate for Canadian Opera Company’s... [...]

Courtney Eckerle says, “With a change in focus from B2B to retail, Custom Service Hardware decided to implement its first automated email campaigns — a cart abandonment campaign, a welcome campaign and a post-purchase series. Through these steps toward automation, the team wanted to focus on customer-centric sends and recoup revenue that previously was being left on the table“. Email Marketing: First-time cart abandonment campaign drives a conversion rate 1,858% higher than weekly send MarketingSherpa  [...]

Erin Hogg says, “”What our company is about is … when you’re a few miles out on that trail in the hot dusty trails of summer, and then you take that drink of water out of your Hydro Flask, and those ice chunks hit your lips, it just gives you that refreshing moment,” explained Lucas Alberg, Marketing Manager, Hydro Flask. Hydro Flask was looking for a creative way to reach potential customers. Utilizing a mobile radio app with ads for product discounts and contests, the company aimed to reach its audience at the right time with the right message“. Brand Awareness:... [...]

David Kirkpatrick says, “Customer testimonials can act as very powerful marketing content and messaging. This case study takes a look at an ongoing webcast program at SAP that features customers telling their success stories using the SAP HANA memory technology. This article covers how SAP chose its webcast vendor, how it ensures webcast presenters are prepared and its protocol for archiving the webcasts once they have been executed. Find out how in 2013, SAP turned 710 webcast attendees into $100 million in revenue influence“. Customer-centric Marketing: SAP drives $100 million in... [...]

Erin Hogg says, “A major challenge in content marketing is not just creating and delivering valuable content, but also determining how that content is shared. Company Folders built a blog of rich and useful information targeted at its intended audience — prospects with a graphic design background — and shared it via PPC ads and Twitter. When the blog was not garnering the engagement it should, the company determined the content wasn’t lacking; it was the blog promotion. Learn how the company shifted to using Facebook Promoted Posts for sharing blog content and achieved more than 2,000... [...]

David Kirkpatrick says, “Among the positive benefits of inbound marketing is the ability to track visitors and interactions on the website, through the content marketing channel and on social media platforms. A challenge is making sure all that data is more signal and less noise. UrbanBound, a B2B relocation management software company, realized that everything was tracked, but the metrics were too broad to provide any useful information for improving future marketing efforts. The team shifted its focus, and through content-rich campaigns and inbound marketing, the team increased leads 35%“. Content... [...]

Daniel Burstein says, “Ecommerce competition has caused many brick-and-mortar retailers to close locations and scale back costs. But is lower costs the only reason why ecommerce websites are successful? According to recent data from 2,456 marketers that we’re sharing in this week’s chart, the ease of use that online shopping provides is a major element that may also impact revenue growth”. Website usability and revenue growth MarketingSherpa  [...]

Erin Hogg says, “Up until October 2013, the Portland Trail Blazers’ online ticketing process was anything but trail blazing. The NBA team had several disjointed and outdated sites, none of which were under the NBA.com platform. Beyond just a site facelift, the marketing team wanted to provide an intuitive and extremely personalized experience through dynamic ticket pricing. Read how the team accomplished their goal of bringing in a new generation of fans and achieved a 630% ROI from the effort“. Personalization Marketing: 630% ROI for Portland Trail Blazers via dynamic ticket... [...]