Summary:
Live events create a lot of buzz among attendees -- getting existing customers more engaged, and prospects excited about your products and services. The marketing challenge lies in harnessing this excitement throughout the year.
Cisco faced this issue with its Cisco Live user conference. The event creates a community that interacts within itself and with Cisco. Cisco created a social media program that targeted the Cisco Live audience and offered year-round problem solving and engagement. Learn the steps that led to a 236% increase in CTR over one year and growth across the targeted social media platforms. continue...
Summary:
The Internet is a key marketing tool for driving leads and finding new customers, even for businesses based on on-site client interaction. A local franchise and commercial facility cleaning company's CEO realized his sales team had maximized its relationship building. The answer was an Internet direct response "marketing machine."
Read on to learn how the team used a "fail fast" philosophy to build that marketing machine, and drove a 9% conversion rate and a 150% increase in lead generation.
Mike Ulwelling, CEO, ServiceMaster Solutions, will share his case study at the upcoming MarketingSherpa B2B Summit 2012, August 27-30 in Orlando. continue...
Summary:
Startup companies face many challenges -- most notably the competition with better-funded and more established organizations, which have substantial budgets for traditional marketing and advertising.
This case study looks at a U.K.-based recruiting software company that devoted its entire marketing spend on an inbound strategy. Read on to learn how it leveraged its content, social media, and even a unique approach to industry trade shows, to drive a 335% increase in website traffic, and 190% lift in leads generated. continue...
Summary:
For B2B marketers, the wealth of knowledge within their company can be a resource for lead generation and industry thought leadership. The trick is tapping into that knowledge and getting it in front of clients and prospects.
One professional services organization harnessed its employees’ knowledge and leveraged social media to encourage engagement and collaboration. It then added a gamification element to ensure those employees were actively involved in the entire program.
This effort doubled website traffic from social media platforms and increased social traffic 20% month-over-month from its launch in January 2012. continue...
Summary:
Leads are the lifeblood of the B2B complex sale. But if Marketing directly passes volumes of harvested leads to Sales, many promising prospects may not be ready to become customers. In fact, 73% of B2B leads are not sales-ready, according to our 2012 B2B Benchmark Report.
One answer is to implement lead scoring to help determine when prospects are actually ready to speak with Sales. See how a HR consultancy added lead scoring to its existing marketing automation and CRM environment, and in less than one year, decreased leads sent to Sales by 52% while increasing revenue by 41%. continue...
Summary:
One goal of marketing should be to find new customers. But an equally important goal is to retain current customers, and keep them informed on new opportunities to become even more engaged with your product or service.
See how a global firm created and executed regional customer forums around the world to better connect with those customers, provide Sales with additional face-to-face time with their clients, and even learn more about what those customers want from the company. continue...
Summary:
More than half of B2B sales cycles range from one to six months, and many marketers focus their lead nurturing during this period. However, not every lead is average. What about the leads that take longer to convert?
Learn how a B2B company with a short sales cycle launched an email series to nurture older leads. Leads over three months old now account for 37% of customers. And see why the marketers don't care if the emails drive direct conversions. continue...
Summary:
When marketing the launch of a new product, you need to do more than just publicize information. Ideally, you would have a well-defined target audience for the new product, and a coordinated campaign to appeal to that target.
Find out how one B2B software company launched a new product for marketers with an effort combining strong visual appeal, a catchy hook and elements directed specifically toward a highly qualified and targeted audience of C- and VP-level marketers and advertisers. continue...
Summary:
Want to reach international prospects through SEO and PPC but don't know how to start? Here's a case study about testing the waters of non-English search traffic.
Read how the marketing team for a translation services company developed native language websites for several European countries. They started small, tested keywords, and have achieved 300%-500% growth in sales from some of their target countries. Includes strategies for:
o Keyword list development
o Site design
o Testing continue...
Summary:
Ever have trouble determining whether a sales team was using the marketing collateral and other sales enablement materials you’ve created for them?
Read how a mutual funds company reinvented the way they delivered sales support and business development content to its team of independent financial advisors. They scrapped their outdated practice of mailing CD-ROMs of important documents in exchange for a desktop application that provided an interactive channel for important documents, sales support materials, and ongoing training. Savings topped 80%, and they can see which types of content are most popular with advisors. continue...
