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Practical Case Studies, Research and Training for Marketers

MarketingSherpa is a research institute specializing in tracking what works in all aspects of marketing.

  • We are not an agency, consultancy or other vendor seeking your business
  • All our research is published for the benefit of the MarketingSherpa community
  • Our goal is to give marketers the instructions, statistics, and inspiration to improve their results


Guide to Developing Your Customer Theory

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An Inside Look at the 7 Truths of Marketing IBM Teaches Its 5,000 Global Marketers

January 17, 2018 — Ari Sheinkin shares his team’s journey to change the way IBM’s marketing department worked, building a framework which integrates analytics and data into an overall marketing system. He also reveals the seven key truths that IBM has learned and that every marketer within their organization needs to know.

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Customers as Value-Creating Partners, Not Just Value-Extraction Targets

January 12, 2018 — How do customers add value? Everything from providing feedback, to word-of-mouth marketing, to being early adopters for new products. However, I would argue that customers must first be satisfied before they are willing to engage in any of these activities.

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An Inside Look at Dell EMC's Framework for Scaling Its Successful Content Strategies Across a Global Enterprise

January 11, 2018 — The Dell EMC Global Content Strategy team was faced with the challenge of moving from technology- and product-heavy content to a storytelling and customer-centric approach in a business that was traditionally focused on speeds-and-feeds.

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