Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Oct 05, 2000
Case Study

Marketing Metrics Behind BizLand's Success: One Million Members and Counting

SUMMARY: No summary available.
BizLand, which provides resources, tools, information and advice for small businesses, sought to build membership and strengthen its brand. Scott Dunphy, VP of Marketing, clued us in on BizLand’s amazing success.

BizLand solely used online efforts to promote the site until August 2000 when it started its first offline marketing campaign.


The online campaign consists of three parts:

1. An active affiliates program, numbering 100,000, uses strong word of mouth. The top 200 affiliates represent 80% of the referrals. The affiliate referrals have generated 40-45% of BizLand’s overall membership

2. Viral or targeted marketing including search engines, using sponsorship of newsletters and newsletter articles, and opt-in emails. The viral techniques have generated about 40% of overall BizLand members.

3. Online banner campaign. BizLand proves a lot of free services such as web hosting and ecommerce tools. Banners that ran on “performed well.” Banners generated about 15% of overall BizLand members.

The offline campaign will run through December and is a branding campaign using print ads (the same ad everywhere) in seven markets (LA, SF, Chicago, NYC, Boston, DC, Philadelphia) in targeted media that small business owners read (Entrepreneur, Fortune Small Business, Fortune, Business Week).


BizLand launched its site in July 1999 with 30,000 members. As of September 2000, BizLand had 1-million members. The company was economical in its spending, figuring that the average acquisition cost is $2/member on a variable basis. For BizLand, the best marketing channel turned out to be sponsored newsletters followed by search engines, banner ads, and opt-in lists. The most successful campaigns have been (search engine), (banners) and (newsletter sponsorship).

NOTES: “What we ultimately want to do is understand the customer.” BizLand’s membership is responding to the company’s efforts. It doesn’t hurt that Dunphy has a background in running loyalty programs for Continental and American Airlines. What’s ahead? Watch for more product-oriented campaigns in the future.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.