Benchmark data, marketing metrics, marketing tests

SUMMARY: This inspirational new Case Study features details on how a marketing department slammed by staffing cuts created a new automated email campaign that helped sales turn around.

Includes a useful step-by-step calendar of which messages go out when, plus absolutely fascinating data on how offline marketing budget cuts can directly affect the cost of sales lead acquisition costs for email marketing. Yes, offline does affect online! read the complete case study

SUMMARY: B-to-B marketing has undergone a revolution since 2000. MarketingSherpa has conducted tens of thousands of hours of peer-driven research in the field to produce a practical handbook that caps this transformation for you.

Download this special 22-page PDF excerpt from Sherpa’s all-new B-to-B Lead Generation Handbook. Includes six data charts and groundbreaking insights and tactics on:
- Selecting the best media buys
- Search engine marketing and SEO tips
- Using Web 2.0 promotions and videos
- How to create great content read the complete article

SUMMARY: Focusing on clicks and conversions can obscure the real indicators of a campaign’s success. For a more complete picture, try these neglected metrics.

We pulled together a Top-5 list from MarketingSherpa’s Search Marketing Benchmark Guide and experienced marketers who volunteered their favorites and tips on implementing them. Two major themes emerged: analyzing visitor behavior before and after a click; putting conversions into context to determine ROI. read the complete article

By Anne Holland, Content Director

Search pay per click (PPC) URLs are fairly short because of the nature of the beast. You are not given much room to type in a long URL.

So, the hot search PPC testing tactic is specific wording and capitalizations. Example: Should your text ad say www.ClickHere.com, or will you get better response with www.ClickHERE.com, or perhaps www.ClickHereFREE.com?

As all experienced search marketers know, organic search results get the lion's share of... read the complete blog post