When Jeff Kuzmich joined Element K as Internet Marketing Manager in October 2000, the company was barely spending any money on outbound Internet marketing. Kuzmich was given two primary goals:
1. Test a wide variety of outbound Internet marketing to promote the Element K brand.
2. Generate qualified sales leads of Fortune 1000 VPs of HR and Training for the sales team.
In just one year, Kuzmich tested banners, ezine sponsorships, broadcast email campaigns to rented lists, and email marketing to the Company's own house list. Find out what worked and what he learned from it. (BTW: This Case Study contains some useful online media buying advice for folks buying banners in niche B-to-B sites.) continue...