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Case Studies: 1318 and counting...

Case Study #CS32873:

Inbound Marketing: How Infochimps grew its database 94% in one year

Summary: All of the content Infochimps had prior to this inbound marketing funnel transformation "wasn't really relative anymore. We started, really, from scratch," Amanda McGuckin Hager, Director of Marketing, Infochimps, said.

"They specifically brought me in and said, 'This is what we have. This is the deal,'" she added.

This article will cover how the marketing team at Infochimps built an inbound marketing structure that could support their new venture, and enable the sales team to grow business into the Fortune 1000. continue...
Posted: Jul 31, 2014
Case Study #CS32868:

B2B Retargeting: How Lumension achieved an 865% lift in homepage views

Summary: When software company Lumension needed cut its costs, its marketing budget suffered the biggest blow.

"Marketing is always a real easy place to look at, because unfortunately, it's still considered and has the perception of being more of a cost center versus a revenue center," explained Ed Brice, Lumension's Senior Vice President of Worldwide Marketing.

Though the department had to decrease its spend 30%, it needed to realign its strategy to protect its demand gen. Discover how Lumension leveraged retargeting online ads to increase leads in the face of a decreased budget while upping homepage views 865%. continue...
Posted: Jul 30, 2014
Case Study #CS32867:

Email Marketing: How a B2B company lifted conversion 200% with personalized email messages

Summary: Overcoming the digital disconnect between the legal space and technology is the mission of The Expert Institute, a New York City-based legal service platform startup. To help combat this challenge, the marketing team wanted to put a name and face to brand communications.

By instituting a monthly email series from the vice president of client relations, the team was able to decrease the unsubscribe rate and increase conversions by 200%. continue...
Posted: Jul 29, 2014
Case Study #CS32865:

Customer-centric Marketing: How New England Biolabs increased time spent on site more than 74%

Summary: We all outgrow things. As we grow and mature, things that once worked for us before may or may not still be a fit for us now. The same can be said for our organizations as they, too, evolve.

New England Biolabs' growing pain came in the form of its website. To adapt, the company implemented a redesign effort driven by customer experience.

See how both the research and the redesign stimulated a 7.5% decrease in bounce rate, 13% increase in page visits and more than a 74% lift in time spent on the New England Biolabs website. continue...
Posted: Jul 23, 2014
Case Study #CS32863:

Marketing Analytics: How a drip email campaign transformed National Instruments' data management

Summary: Metrics, and the data behind those metrics, are the lifeblood of digital marketing and email campaigns. But, the initial analysis of the raw data sets is not as straightforward as it might seem, as National Instruments found out with the global rollout of a drip email campaign.

Read on to find out why a change in analysts caused a precipitous drop in conversion rate, and how the team reacted to the challenge to create a more robust and consistent data handling and management process. continue...
Posted: Jul 22, 2014
Case Study #CS32861:

B2B Project Management: How ATB Financial boosted employee productivity 30%

Summary: As a long-time MarketingSherpa reader, Bill Gattinger has welcomed our content into his inbox for years.

Now, the story to hit his inbox is his own. Gattinger, a senior direct marketing and traffic manager at ATB Financial, shared a story that deviates from the mold of a typical MarketingSherpa case study but its lessons are valuable to businesses across the board.

Whether it's a marketing campaign, service or sale, it starts within the company. See how ATB Financial optimized its internal project management processes to lift its employee productivity 30% and increase the number of monthly projects 20%. continue...
Posted: Jul 16, 2014
Case Study #CS32858:

Email Marketing: Jewelry retailer integrates product recommendations into email campaigns to lift opens 9%

Summary: "You're really risking an unsubscribe every time you send out an email," said Heirlume Founder and CEO Elaine Russell. "So you need to make that email as differentiated as possible."

To survive its subscribers' cluttered inboxes, fine jewelry retailer Heirlume integrated a feature into its email programs that was already present on its ecommerce website: product recommendations.

Read on to learn how Heirlume's personalization helped it stand out like a diamond in the rough. continue...
Posted: Jul 15, 2014
Case Study #CS32854:

Content Marketing: How an IT solutions company generated $8 million from a thought leadership campaign

Summary: "The ultimate goal, of course, in doing any marketing is to drive results," said Lisa Dreher, Vice President of Marketing, Logicalis US. "But, I think that we started this program from a more altruistic point of view in that we really wanted to provide valuable information to our customers and prospects about where technology is going and how to leverage it."

This B2B case study details how an IT solutions provider launched a campaign featuring a thought leadership e-book instead of a sales pitch. Dive in to learn how Logicalis' content marketing program generated $8 million in business. continue...
Posted: Jul 09, 2014
Case Study #CS32850:

Social Media Marketing: 300,000 direct referrals driven by merging social media and brick-and-mortar programs

Summary: As 24 Hour Fitness continued an expansion, the marketing team wanted to use social media to drive new memberships. Unlike their current brick-and-mortar system, social media allowed a more powerful referral, directly from a friend or family member.

See how this effort was able to drive more than 300,000 direct referrals while integrating social media with the existing in-store system. continue...
Posted: Jul 03, 2014
Case Study #CS32849:

Lead Nurturing: How intent data lifted a B2B email campaign's CTR 248% and forwarding rate more than 400%

Summary: "I got real with myself, with our team, and our efforts here what we were doing wasn't working," admitted Leann Capesius, Global Marketing Manager, TeamQuest. "I couldn't keep doing the same thing over and over again expecting different results."

Computer software company TeamQuest Corporation had previously invested in marketing automation, but wasn't experiencing the fruitful results it anticipated. To shake things up, the company began utilizing intent data to better target its prospects. Discover how TeamQuest's first email effort to test the technology resulted in a 248% lift in clickthrough and a more than 400% increase in forwarding rate. continue...
Posted: Jul 02, 2014

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