Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
Aug 25, 2009
Article

New Chart: Achieving High ROI from Second-Tier Tactics

SUMMARY: This week's chart offers a combined look at how marketers rated the performance of several secondary tactics, such as rental email lists, 3rd party lead purchases, list appending and 2nd tier search.

Even though most marketers give these tactics low marks, there’s an important “but” that we’ve observed in study after study. In every case, there will be a group of marketers who have found above average value. Anywhere from 5%-20% of respondents (circled in the chart below) will report that these normally under-performing tactics were a home run. What makes them succeed where others fail?

There are no unsuccessful tactics, only unsuccessful campaigns


View Chart Online


Click here to see larger, printable version of this chart



The commonalities among these marketers emerge when we scratch the surface of how they approach these tactics.

1. Taking the time to do their research, and going beyond the recommendations of colleagues to arrive at their ‘short list’ of vendors.

2. Reading and researching relevant best practices, and waiting to launch until they’re confident in their approach and just as important, have a plan for how names/leads, etc. from these sources will be identified, coded and, if applicable, treated differently than those from other sources.

3. Testing vendors and lists prior to full engagements...testing registration forms and landing pages...testing programs to onboard leads from secondary sources...you name it, these folks test it.

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions