David Kirkpatrick says, “Lead generation is something that B2B marketers probably think about every day. The challenge is producing high-quality leads and getting the most for your lead gen buck. This case study explores a process developed by CloudEndure’s Vice President of Marketing and put into practice at the technology startup. The entire campaign includes a deep dive into prospects’ websites, a content piece based on that analysis and structured as a report, and finally, a personalized email, which not only achieved a 58% open rate, but also helped generate high-quality... [...]

Courtney Eckerle says, “Family-owned goods store Hesselson’s was looking to adapt and grow with its customers, so it decided to branch out beyond its traditional advertising and experiment with social media. See how a three-week Facebook coupon campaign generated over $5,500 in store sales and increased the online-to-offline conversion rate by 23%“. Social Media Marketing: Small sporting goods store sees 1,100% ROI increase with Facebook coupon MarketingSherpa  [...]

Courtney Eckerle says, “When the marketing team at DaVita Kidney Care started taking notice of symbols popping up in the subject lines of their personal inboxes, they began questioning whether or not these symbols could be implemented in their own email program. Read on to find out how the team set out to integrate this new and off-beat tactic into their testing and how they discovered for themselves whether or not this strategy provided any results from their consumers“. Email Marketing: Cold testing subject line symbols leads to increased open rates for health care company MarketingSherpa  [...]

Allison Banko says, “There’s high competition in higher education. Every day, thousands of colleges and universities go head-to-head, vying for prospective students’ enrollments. For today’s digitally savvy youth, school websites must be on their “A” game. “For the vast majority of institutions, it’s your No. 1 communication tool,” said Molly Honan, Associate Vice President of Marketing and Communications, Emmanuel College. Learn how Emmanuel College’s team collaborated with students and faculty to fuel a website redesign that upped campus... [...]

Allison Banko says, ““Before you can do anything to gain success in your business, you’re going to need the buy-in and support of your team,” said Yaniv Masjedi, Vice President of Marketing, Nextiva. “A team is what grows the business. It’s not the technology; it’s not the computers.” This MarketingSherpa case study features an internal marketing effort, targeting team morale by enhancing company culture. Learn how Nextiva’s company-exclusive weekly video series serves as a fun-filled tool to foster communication, excitement and plenty of... [...]

Daniel Burstein says, “Pricing is critical to ecommerce success. After all, customers can get a range of prices for the same or similar products in a matter of seconds. You have to walk a careful line. Make your products too expensive, and you lose sales. Set prices too low, and you lose margin. To help you gain a sense of how your peers in the industry handle this challenge, in this Marketing Research Chart, we’ll share gross margins at different company revenue levels“. Ecommerce Research Chart: Average gross margins for small, medium and large companies MarketingSherpa  [...]

Courtney Eckerle says, “Writing for your audience, and not your product, is easier said than done in the marketing world. As tempting as it is, Post Planner decided not to laud its product and instead chose to focus on content that would teach customers marketing principles. See how this startup developed a how-to and tutorial-focused content strategy that increased unique website visitors by 1,365% and page views 931%“. Content Marketing: Startup’s focus on how-to content results in a 1,365% increase in unique website visitors MarketingSherpa  [...]

Allison Banko says, ““Content marketing is like wrapping your sales pitch in bacon,” said Lauren Patrick, Marketing Content Manager, Urjanet. “It’s not an advertisement. It’s not, ‘Buy me now! Here’s why.’ It’s, ‘Here’s a really interesting problem, and here’s a way to solve it. Here’s our solution.'” Discover how Urjanet’s new marketing team developed a sizzling content marketing strategy for this energy data company“. Content Marketing: How an energy data company’s content strategy increased... [...]

Courtney Eckerle says, “Struggling with client education and lagging registration and attendance for its monthly webinars, International SOS committed to a multi-year effort to improve its webinar registration email series. Through consistent A/B testing and a renewed focus on relevance for clients, the marketing team was able to increase webinar attendance 400% from 2011 to 2014, and increase registration 352%“. Email Marketing: 400% webinar attendance increase for B2B company through relevance and A/B testing MarketingSherpa  [...]

Adam Sutton says, “Marketers focus on the content of a page and let developers worry about the load time. Does it matter if the customer has to wait another two seconds to see a page? The answer in this case study is “yes.” This ecommerce team increased conversion rates nearly 17% sitewide by reordering when content displayed on its pages. Find out why your social sharing buttons might be costing you sales“. Ecommerce: How an online retailer achieved a 17% conversion lift with faster page loading MarketingSherpa  [...]