Summary:
B2B marketers often face the challenge of getting the specialized industry knowledge their audience will value out of the heads of subject matter experts and into the hands of the media and content marketers.
This case study looks at how a global Internet security services company, with clients such as Google and Microsoft, leveraged its massive amount of internal data into easily consumable quarterly trend reports, and drove a 261% increase in media coverage over two years. continue...
Summary:
Getting a granular look inside an individual marketing campaign can be informative, but sometimes it can be helpful to see the entire picture of the overall marketing strategy covering many channels.
This case study looks at how one B2B e-commerce company utilizes and integrates a number of channels including email, PPC, display ad retargeting, affiliate marketing, social media, and comparative shopping engines. Find out how this total marketing strategy led to triple digit growth for the company in a tough economy over the last four years. continue...
Summary:
Learning more about what your customer wants -- and how they want to get it -- will improve marketing efforts. Customer surveys and testing are two methods that effectively provide this information.
Read on to find out how an analytics company used both customer surveys and testing to completely revamp its website and immediately improve results across number of visitors, bounce rate, and most importantly, conversion. continue...
Summary:
Online branding can be a challenge for many reasons. What works offline for companies with multiple divisions might not translate easily to the online world.
Find out how one business with both B2B and B2C divisions solved its online branding problem, reducing customer confusion and grabbing revenue that had been previously lost. There is not one easy, clear path once brand confusion sets in, but read on to see how one marketer worked through different options before finding a solution. 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:
Your website gets traffic 24 hours a day. Can you turn those visitors into leads to be nurtured with specific campaigns based on the pages they visited and their actions on your site?
Read about how one B2B marketer employed a tool that used website visitor information to create 296% more leads over a ten-month period, and to increase both email nurturing campaigns and telesales efforts. continue...
Summary:
When customers talk to a sales rep, they want straight answers from a knowledgeable person. The more you can teach salespeople about your products, the better they’ll be able to sell them.
Read how a manufacturer created an online training program to educate retail sales staff about their products -- and how they got them to actually use the training. Sales are up 14% from dealers using the program. continue...
Summary:
For many marketers, there’s an emerging challenge beyond lead generation -- helping sales convert opportunities already in the pipeline. Here’s an example of how to do it from a team with greater need than most.
Facing bankruptcy and an acquisition, Nortel needed to keep hard-won leads from being plucked away by competitors. They used a highly-focused message strategy, a microsite, and in-person and virtual events to answer prospects' questions about the firm’s future and keep them engaged with sales. The result: They touched more than 30% of the pipeline, and 34% of late-year revenue. continue...
Summary:
Creating direct mail campaigns that get noticed -- and get prospects to respond -- often means more than a basic postcard. But you don’t always need to go with a big, fancy dimensional mailer or expensive gift to cut through the clutter.
See how the marketing team behind a web-conferencing platform tested a direct mail strategy to wow the discriminating creative professional segment. The combination of a mysterious one-line letter, a pair of 3-D glasses, and an interactive PURL generated a 31.11% response rate and other impressive metrics. continue...
Summary:
Segmentation, lead scoring and automated nurturing campaigns are crucial elements of a sophisticated B2B marketing organization. The benefits compound when all the parts come together in a fine-tuned lead generation machine.
See how a software company combined these tactics (and more) to develop robust prospect profiles, segment their database and deliver the most relevant information to prospects. Through better lead qualification, they’ve seen their sales conversion rates jump 190%. continue...
