Content Directory - 2009

January

• ARTICLE: Special Report II: Online Strategies from Real Estate Marketers – Try Blogs, SEO, Social Media
• ARTICLE: Special Report: Marketing During an Economic Downturn - New Data & Key Insights
• ARTICLE: Special Report: Marketing During a Downturn, Part 2: 24 Real-Life Strategies Marketers Are Using to Handle the Slump
• ARTICLE: New Research from Sherpa: 1,763 Marketers Reveal Top Strategies for Email in Economic Downturn
• HOW TO: What Boosts Lead Scores Now: 7 Tips for Surviving an Economic Downturn
• ARTICLE: Special Report: Online Strategies from Real Estate Marketers: Tactics to Survive a Struggling Economy
• ARTICLE: New Chart: Most Marketing Executives See Economy Turning Around in 2010
• CASE STUDY: Get 1,400% ROI: 7 Steps to Integrate Unusual Theme, Gifts, Personalized Emails
• ARTICLE: MarketingSherpa’s 2008 Email Awards Gallery: Results-Driven Creative You Can Emulate
• HOW TO: Borders’ ‘Magic Shelf’ Mimics In-Store Browsing Online; Conversion Rate 62%
• CASE STUDY: Keep Users Tied to Your Website while Driving Traffic to Ad Partners: Win-Win Tactics
• CASE STUDY: PR Interview: Become a Social Media Release Convert: 8 Steps
• BLOG ENTRY: SherpaBlog: Online Ads: Find Commonality Among Consumers
• CASE STUDY: Lift Event Attendance with Interactive Ad Partners Place on Their Sites: 10% Boost
• ARTICLE: New Chart: What Are Top Priorities for Marketers at Biggest B2B Organizations in 2009?
• CASE STUDY: 5 Steps to Double Conference Attendance: Inject Virtual Webcast & Trade Show
• HOW TO: Lower CPCs: Identify Duplicate Search Pages to Drop Cost for Keywords
• CASE STUDY: Overnight Send Time for Email Lifts Open Rate, CTR, Registrations
• HOW TO: How to Use Twitter to Push Your Products: Lessons from Woot
• ARTICLE: No-Cost Resources for PR Pros: Top 10 Email Newsletters, 6 Content-Rich Sites, Popular Blogs
• INTERVIEW: How to Win Over Sports Fans: 6 Insights from Online Gurus
• ARTICLE: Webinar: ‘How to Create High Conversion Lead Gen Content’
• ARTICLE: New Chart: B2B Marketers’ Priorities for 2009: Part 2
• ARTICLE: New Survey Data: Email’s ROI Makes Tactic Key for Marketers in 2009
• ARTICLE: New Survey Data: B2B Marketers’ Priorities and Pain Points for 2009
• CASE STUDY: Interdepartmental Campaign Takes Optimization to the Max – Prospects Soar
• HOW TO: 6 Steps: Simple Referral Process Keeps Surge in Registrations Coming for UGC Site
• ARTICLE: New Chart: Top B2C Tactics in ’09: Email, SEO and Paid Search Rank Highest in ROI
• CASE STUDY: 6 Steps to Optimize Website Conversions: 43% Boost
• HOW TO: 10 Proven Low-Cost Tactics for Boosting Email Opt-In Lists
• ARTICLE: New Research: Lead-Generation Automation Use, Challenges, Benefits
• CASE STUDY: Games Drive Consumers to Try Out New Technology: 64% Opt-In Rate for Ford

February

• HOW TO: How to Market to Grandparents – Q&A on Tips, Tactics and Results
• ARTICLE: New Chart: Lack of Knowledge Seen as Most Significant Barrier to Social Media Adoption
• ARTICLE: Boost Email ROI & Revenue – 3-Part Webinar Training Series: ‘Welcome Autoresponders’; ‘Triggered Email’; ‘Transactional Email’
• HOW TO: How to Create High-Conversion Content for Lead Generation: 5 Key Questions Answered
• ARTICLE: New Data: Year-End Survey Shows ROI and Budgets by Tactic
• ARTICLE: New Data: Challenges, Top Tactics for Publishers in 2009
• HOW TO: How to Centralize Control of Email Databases: 5 Lessons to Streamline Operations
• OTHER: Special Report: Marketing Wisdom 2009 – Download Your Complimentary PDF of Real-Life Lessons Learned
• ARTICLE: New Chart: Social Media: Most Effective Tactics Are the Most Difficult to Measure Quantitatively
• CASE STUDY: 6 Steps: Grow Customer Loyalty, Get 93% Recommendation Rate
• HOW TO: Check Your Email Reputation to Improve Deliverability with Easy, No-Cost Tools
• HOW TO: Branded PPC: Search Ads Can Offer Great ROI, Along with Some Challenges
• ARTICLE: New Chart: Best Social Media Use – Boosting Brand Reputation, Awareness
• INTERVIEW: Primer on Virtual Event Marketing: 10 Tactics, 3 Strategies to Draw Visitors, Sponsors
• ARTICLE: Exclusive Sherpa Research: Social Media Marketing and PR Benchmarks, Best Practices, Tactics for Any Budget
• CASE STUDY: Product Demo with Voluntary Registration Results in 23% Conversion Rate
• HOW TO: 7 Tips for Tough Economic Times from Subscription Marketing Pros
• CASE STUDY: Identify Top Advertising Targets by Merging, Mining Email Databases: 6 Steps to Double Ad Sales
• CASE STUDY: 5 Steps: Click-Path Analysis Leads to Shopping-Cart Fix that Lifts Conversions 43%
• HOW TO: How to Merge Brands: 8 Easy Steps to Gain Market Share
• ARTICLE: New Chart: Search Budgeting for Efficiency – 2 Valid Reasons
• ARTICLE: Boost Email ROI & Revenue – Webinar Training: ‘Transactional Email’
• CASE STUDY: Autoresponder Targets Website Visitors: 4 Steps to Boost Revenue Per Email 10 Times
• HOW TO: Lead Scoring: 6 Strategies to Partner with Sales to Rank, ID Prospects
• CASE STUDY: 5 Steps: Customize Paid Search by Targeting User’s Operating System
• HOW TO: SEO and Flash Primer: How to Be Seen by Search Engines & Avoid Clash: Part I

March

• ARTICLE: New Chart: Are Clients and Agencies Integrating Social Media into the Marketing Mix?
• HOW TO: How to Increase Conversions by Assuring Customers with Green Address Bars
• CASE STUDY: How to Get Online Subscribers to Purchase Offline Services: 4 Easy Steps
• HOW TO: How to Market to Small-Medium Businesses – Follow These Five Lessons from Proven Campaigns
• HOW TO: 7 Useful Email Strategies for Consumer Marketers
• HOW TO: Gauge Email’s Impact on Indirect Sales: 5 Metrics to Monitor
• HOW TO: How to Combine WOM & Email to Create Powerful Brand Advocates: 7 Tactics
• CASE STUDY: Use Dynamic Content and Testing to Optimize Newsletters: 4 Strategies to Create Customer Dialogs
• INTERVIEW: Marketing to SMBs, Part II: New Data on What They Want Now
• HOW TO: Flash and SEO Primer, Part II: How to Get Flash Content into Search Results
• INTERVIEW: How to Build Your User Base with Social Network Applications
• ARTICLE: New Chart: The Real Culprit Behind Unsubscribes
• CASE STUDY: Optimize a Lead Nurturing Campaign: 5 Steps to Boost Conversions and Warm a Cold List
• CASE STUDY: How to Implement Ask-and-Answer Section to Cut Returns 23%, Lift Conversions
• INTERVIEW: How Marketer Grows Subs 22% With a Limited Ad Budget - 3 PR Secrets & Other Tips
• EVENT WRAP-UP: Email Summit Wrap-Up Report: 8 Takeaways on Segmentation, Triggered Campaigns, Web 2.0 Integration and More
• ARTICLE: New Chart: Follow Our 3 Steps to Turn Your Opt-in into a Subscriber
• HOW TO: How to Tailor Ads to Demographic-based Preferences & 5 Tips for Motivating Mature Consumers
• CASE STUDY: How to Generate Revenue Quickly with a Lead Generation Campaign: 5 Steps
• CASE STUDY: How to Build a Subscriber List Inexpensively Using Blogs, Contests
• HOW TO: How to Keep Your Ardent Fans Happy and Constantly Engaged with Branded Browser Toolbars
• HOW TO: How to Staff Talented SEOs In-house: 8 Tips
• HOW TO: How to Maximize AdWords to Increase Conversions: 3 Processes
• ARTICLE: New Chart: Anticipate Consumers’ Interests in Your Niche Content

April

• CASE STUDY: Follow BMW’s Mobile Campaign to Get 30% Conversion Rate: 5 Steps
• CASE STUDY: How to Get 70% Conversions: American Greetings’ 6-Step Campaign
• HOW TO: How to Increase Sales by Choosing the Best Promotional Product for Your Campaign – 5 Steps
• ARTICLE: New Chart: Marketers Disclose Viral Video Costs
• CASE STUDY: Increase Conversions with Simple Site Redesign: 7 Steps
• CASE STUDY: Achieve 6x-8x Jump in CTR with Emphasis on Newsletter Links and Bonus Content: 4 Strategies
• HOW TO: How to Get a PPC Budget You Deserve: 5 Steps
• HOW TO: How Xerox Uses Promo Products to Get Leads, Higher ROI + Tips on Retaining Consultants
• ARTICLE: New Chart: Majority of Marketers Believe No Experience is Needed to be a Social Media Expert
• ARTICLE: Please Take Our B2B Survey
• HOW TO: Fight Recession with Improved Telemarketing: New Data + 5 Insights
• HOW TO: Super Bowl Advertising: Lessons from a High-Budget Marketer
• ARTICLE: MarketingSherpa’s 2009 Email Awards Gallery: Get Inspired by These Exceptional Campaigns
• CASE STUDY: Financial Times' Innovative Access Model Increases Subscriptions 9%: 5 Tactics
• ARTICLE: New Chart: Internet Video Gains Popularity with TV Viewers
• CASE STUDY: Saturn’s Mega-Event Inspires Evangelism through WOM and Social Media Channels
• CASE STUDY: Lead Gen Overhaul: 4 Strategies to Boost Response Rates, Reduce Cost-per-Lead
• HOW TO: How to Nearly Double Conversions by Targeting Ads to Recent Visitors: 5 Steps
• HOW TO: Beat the Challenges & Reap the Rewards of Investing in Yahoo! PPC
• CASE STUDY: How to Encourage Customer Interaction: Curse.com's 4 Steps to Retaining Prospects
• ARTICLE: Enter to Win: 'The Mobile Marketing Handbook'
• INTERVIEW: Take Advantage of Facebook’s Ad Platform: Strategies to Get Great ROI
• ARTICLE: New Chart: Ecommerce – It’s Not All About Price
• CASE STUDY: Improve Customer Acquisition and Retention by Combining Triggered Email and Outbound Promotions: 4 Steps
• HOW TO: How Jelly Belly Increased Revenue 200% with Long-Tail Keywords
• ARTICLE: New Sherpa Ecommerce Benchmark Results 2009: 1,418 Ecommerce Marketers Surveyed – 180 Charts, Tables and Graphs
• CASE STUDY: Grow Subscriptions with a PPC Campaign That Capitalizes on a Major Event: 7 Steps
• CASE STUDY: Wells Fargo’s Customer-Centric Message Boosts Leads: 5 Steps to Create Consistent Theme for Multichannel Campaign

May

• ARTICLE: Create Brand Consistency for All Channels: 7 Strategies for Building a Brand Standards Website
• ARTICLE: New Chart: How Accurately Can You Gauge the ROI of Social Media Tactics?
• HOW TO: How to Cut Costs and Keep Customers Happy by Mining Calls
• ARTICLE: Canada’s Anti-Spam Bill: 5 Key Differences from CAN SPAM
• HOW TO: How to Redesign Your Site’s Images to Attract Relevant Prospects
• ARTICLE: How to Be More Accountable for Your Marketing Efforts: 4 Solutions to Top Challenges
• ARTICLE: New Chart: New Ecommerce Research – Website Tactics that Boost Conversion
• CASE STUDY: How to Turn a Trade Show Speech Into a Podcast That Becomes a Lead Machine
• CASE STUDY: Survey Strategy Lifts Sales and Customer Satisfaction: 4 Steps
• ARTICLE: Please Take our Subscription Content Survey
• ARTICLE: Localize Your International Email Campaigns: 4 Proven Tactics
• ARTICLE: New Chart: Online Tests for Video Ads Still Not Common
• CASE STUDY: Autoresponder Series Delivers Real Estate Profits in Worst Market Ever: 5 Strategies
• ARTICLE: Please Take Our Search Marketing Questionnaire
• CASE STUDY: Boost Promotion Frequency Without Taxing Your List: 5 Steps to Lift Revenue 69%
• CASE STUDY: Interactive Channel for Sales Support Materials: 6 Strategies to Cut Costs and Improve Measurability

June

• ARTICLE: New Chart: Marketers Want More Interactivity in Video Ads
• ARTICLE: How to Measure SEO Effectively: 7 Tactics
• ARTICLE: Analyzing Customer Motivation to Create Campaign Incentives that Resonate
• CASE STUDY: Share-to-Social Buttons Increase Newsletter Interaction: 6 Steps
• ARTICLE: When a Blog Isn’t Enough: Expanding Customer Interaction with a Branded Social Network
• ARTICLE: New Chart: Every Ad Has A Purpose—A Look At Strategy vs. Online Ad Tactic
• CASE STUDY: Expand Social Features to Boost Engagement: 6 Steps to 33% Lift in Time Spent
• ARTICLE: Simple Registration Form Changes To Lift Conversions: 5 Ideas to Test
• ARTICLE: Reporting Metrics, Integrating Social Media and More: 5 Questions from our Email Workshop
• HOW TO: How to Negotiate Trials and Lower-rates with Vendors: 5 Strategies
• ARTICLE: New Chart: Managing the B2B Marketing-to-Sales Process
• CASE STUDY: Adding Inexpensive Shipping Lifts Conversions, Lowers Costs: 5 Steps
• HOW TO: Third-party Links and Email Deliverability: 4 Tips to Protect Your Reputation
• ARTICLE: New Sherpa Research: New Data on Subscription Content – Top Challenges, Revenue Sources and Marketing Tactics Compared
• HOW TO: Measure the Impact of Blogger Outreach: 9 Key Metrics
• ARTICLE: New Chart: Search is Generating the Bulk of B2B Leads – But How Good are They?
• CASE STUDY: Online Ad Boosts Twitter Followers 69%: 4 Steps
• ARTICLE: New Chart: How Well Managed is the Hub of Your Marketing Strategy?
• HOW TO: How to Use Dynamic Pricing: Lessons Learned from the San Francisco Giants

July

• CASE STUDY: Launch, Measure, Analyze, Modify: 4 Steps to Improve Autoresponder Series
• CASE STUDY: Combine Local Search with In-Store Inventory Check: 5 Steps
• ARTICLE: Combine Social Media with Traditional Tactics: 3 Campaign Examples from IBM
• CASE STUDY: Combine PR, Branding, and Lead-Gen to Market Through the Recession: 6 Steps
• CASE STUDY: Lift Sales with Personalized, Multi-channel Messages: 6 Steps
• CASE STUDY: Going Green: How to Transition Catalog Users to Email & Lift Conversions 19%
• HOW TO: How to Build an SMS Alert Campaign: 6 Steps and Lessons Learned
• ARTICLE: New Chart: Multi-Media Driving Skeptics to Become Social Media Release Converts
• CASE STUDY: Personalize Triggered Email Programs to Boost Engagement: 6 Steps
• CASE STUDY: Boost Customer Reviews to Weather the Recession: 5 Steps to 17% Conversion Lift
• CASE STUDY: Trade Show Strategy Overhaul: 6 Steps to 36% Larger Deal Size
• HOW TO: Efficient Website Redesigns: 6 Tactics to Guide Your Process
• ARTICLE: New Search Marketing Research: Marketers Reveal What Works Now
• ARTICLE: New Chart: Information Sources for Large Purchase Decisions Changing
• HOW TO: Improve the Speed of Mobile Web Campaigns: 4 Factors that Affect Load Times
• CASE STUDY: Interactive Product Showrooms Lift Consumer Engagement: 7 Steps to 270% More Leads
• HOW TO: Using LinkedIn for Lead Generation: 6 Lessons
• HOW TO: Buying an Established Blog: Lessons from Consumers Union
• ARTICLE: Your Input Needed: Sherpa’s Annual Email Marketing Survey

August

• HOW TO: Ecommerce Commissions for Retail Stores: 8 Strategies to Keep Independent Owners Happy
• ARTICLE: New Chart: Website Upgrade for a Successful Holiday Season
• ARTICLE: Protect Your List: How to Fight 3 Internal Battles over Email Strategy
• HOW TO: Optimize your Site for Mobile Search: 5 Strategies
• ARTICLE: New Chart: Generating High-Quality Leads is B2B Marketer’s Number One Challenge
• ARTICLE: B2B Viral Campaigns that Delivered: 6 Examples
• CASE STUDY: Date-Specific Delivery Options Cut Costs and Calls: 5 Steps
• HOW TO: Protect Your List Part 2: Generate High-Quality Names from Co-Reg, Sweeps, and List Rental
• CASE STUDY: One Promo Gift, Many Campaigns: 8 Steps to Recycle Offer and Double Conversion Rate
• ARTICLE: New Chart: Trend Analysis: Email Performance Since 2001
• HOW TO: Mobile Success in a Down Economy: 5 Strategies to Improve Campaigns
• INTERVIEW: Customize Email to Engage Subscribers and Improve Results: 5 Tactics
• HOW TO: Improve Search Visibility with Video: 5 Strategies
• ARTICLE: New Chart: Achieving High ROI from Second-Tier Tactics
• CASE STUDY: Combine SEO and Social Media to Generate Web Leads: 5 Steps
• HOW TO: Office Depot Site Overhaul Lifts Conversions 10%: 7 Tactics to Target High-Impact Improvements
• HOW TO: Promotion Highlights Top Membership Tier: 8 Steps to get 70% of Customers into Long-Term Subs

September

• CASE STUDY: Custom Landing Pages for PPC: 4 Steps to 88% More Leads, Lower Costs
• ARTICLE: Special Report: How to Conduct Email Surveys - Tips to Lift Response & Write Subject Lines
• HOW TO: Complimentary Download: Webinar Planning Timeline
• CASE STUDY: Develop Non-English Websites for International Search: 7 Strategies
• CASE STUDY: Branded Credit Options Lift Sales: 6 Steps to Increase Average Order Value 18.6%
• CASE STUDY: HTML vs Text Email: Which Works Better in a Short Conversion Cycle?
• ARTICLE: New Chart: Conversions are a “User-Defined Event” for Search Marketers
• HOW TO: Offering Alternative Payment Options: 3 Questions to Ask
• CASE STUDY: New Commissions, Landing Page Tests Power Affiliate Success: 5 Steps to Triple Sales
• CASE STUDY: Investing in Marketing Automation: The Benefits of Pilot Testing
• HOW TO: Inspire Interaction with Promo Emails: 4 Tactics to Boost Clicks, Encourage Social Sharing
• ARTICLE: New Chart: Business Technology Websites Benefitting from Continuous Improvement
• HOW TO: Collaborate with Data Analysts: 4 Strategies to Improve Relationships with IT
• ARTICLE: MarketingSherpa’s Viral Marketing Hall of Fame 2009: Top 7 Campaigns
• HOW TO: Transactional Email Overhaul: 5 Strategies to Revive an Older Program
• ARTICLE: New Chart: The Art and Science of Keyword Research
• HOW TO: Adding Website Personalization: 5 Tactics to Manage the Process
• EVENT WRAP-UP: Improve your Lead Gen: 8 Takeaways from the B2B Marketing Summit
• HOW TO: Research-Driven Message Conveys Product Advantage: 5 Tactics to Lift Sales more than 10%

October

• ARTICLE: New Chart: Past Email Challenges to Increase in Importance Next Year
• HOW TO: Retail Technology Standards Explained: 3 Examples
• CASE STUDY: 10% sales lift from “Made in USA” tag
• CASE STUDY: Lead Gen Overhaul: 4 Strategies to Boost Response Rates, Reduce Cost-per-Lead
• CASE STUDY: How to Maximize One-Day Shopping Events With 3 Easy Steps & Copywriting Tips
• HOW TO: Target Internal Site Links for Improved SEO: 7 Tactics
• ARTICLE: New Chart: Measurement Mandatory for Search Marketers
• CASE STUDY: Week-Parting, Copy Tests & Keyword Trials: 3 Tests that Doubled Search Leads
• EVENT WRAP-UP: B2B Summit Key Findings Whiteboard: Ideas to Improve your Lead Gen Programs
• ARTICLE: New Chart: Email is Social, and it’s not Going Anywhere
• ARTICLE: FTC’s New Endorsement Guidelines: 6 Key Areas to Examine
• HOW TO: Reformat, Reuse, Recycle: 5 Strategies to Stretch your Marketing Content
• ARTICLE: New Sherpa Research: Email Marketing Benchmarks for 2010
• HOW TO: Drive Search Traffic with Better Product Descriptions: 5 Steps
• ARTICLE: New Chart: The Benefits of Sharing Email Content with Social Media Sites
• HOW TO: Merge Email, Microsites and Social Media for Product Launch Success

November

• HOW TO: Measure Paid Search Advertising's Contribution to Offline Sales: 4 Steps
• ARTICLE: New Chart: Do Email Tactics That Take More Work Get a Bigger Payoff?
• HOW TO: Monthly Contest Doubles Email List Size: 4 Steps to Attract Names that Convert
• HOW TO: Create and Manage a Team-Authored Blog: 8 Steps to Reap SEO Gains
• HOW TO: Adding Social Media Features to a Website: 6 Tactics to Enhance Traffic and Retention
• ARTICLE: New Chart: Email Spending Sped Up as the Economy Slowed
• CASE STUDY: Lead-Gen Revamp with Automation and Scoring: 7 Steps to 190% Increase in Sales Conversions
• CASE STUDY: Internal Search Data Inspires Store Page Redesigns: 4 Steps to Boost Revenues 50%
• CASE STUDY: Behavior-based Email Send Times Lift Opens, CTRs and Referrals: Test and Results
• ARTICLE: New Chart: How Agencies View Client Search Marketing Budgets
• CASE STUDY: User-Generated Video Contest: 6 Steps to Promote Brand and Generate New Marketing Content
• CASE STUDY: Revamped Recommendations Lift Order Value 15%: 5 Steps to More Relevant Suggestions
• CASE STUDY: Video Ebook Revives White Paper: 7 Steps to Repurpose Content and Attract 8x More Readers
• ARTICLE: New Chart: How Merchants Manage the Affiliate Search Marketing Dilemma
• CASE STUDY: Build Brand through Online Forums: Giveaway Offer Receives 83% CTR
• HOW TO: Create Product Demo Videos that Get Social Media Attention: 6 Strategies to Increase Sales
• CASE STUDY: One-Two Campaign Punch Grows Email & Mobile Lists: Segmentation Delivers 40% Lift in CTR

December

• HOW TO: Personalized Emails, Website for Sales Agents Boost Response: 5 Strategies to Lift CTR 23%
• CASE STUDY: Share-to-Social Buttons Increase Newsletter Interaction: 6 Steps
• HOW TO: How Nike Used Interactive Video to Draw Crowds at Sporting Events
• ARTICLE: New Chart:
• ARTICLE: New Chart: Social Marketing Maturity is in Transition from Trial to Strategic
• ARTICLE: Share Your Quote for Sherpa’s Annual Wisdom Report: Deadline Dec. 31
• CASE STUDY: Twitter 'Teaser' Campaign Supports One-Day Sale: 5 Steps to a 4% Conversion from Tweets
• INTERVIEW: Consumer Behavior in the Mobile Channel: 4 Trends Marketers Should Note
• CHART: New Chart: 2010 Social Marketing Budgets Defy Economic Concerns
• CASE STUDY: Product Q&A Emails Get 7.5% Conversion Rate: 5 Steps to Turn Visitors into Buyers
• CASE STUDY: Attributing Conversions to Assisting Keywords Lowers CPA: 5 Steps to Optimize Bids
• CHART: New Chart: Aligning Social Marketing Objectives with Corresponding Metrics
• ARTICLE: Great Minds 2009 in Review: New FTC Rules, Surviving the Recession and More
• ARTICLE: B2B Recap for 2009: Lead Nurturing Overhaul, Social Media Strategy, SEO, and More
• ARTICLE: B2C Year-in-Review: Social Media Success, Creative Promotions, Mobile Tests, and More
• ARTICLE: EmailSherpa 2009 in Review: Social Sharing, Segmentation, Optimizing Autoresponders, and More