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...
Content marketing involves creating compelling content that your prospects and customers will want to engage with and share. One stage in the overall process is tailoring each content piece to fit different distribution channels. Long-form blog posts must be reconfigured for Facebook, and then compressed even further for channels such as Twitter and StumbleUpon.
This case study looks at a B2B software company that developed a content marketing strategy heavily reliant on infographics. The company repurposed its content across multiple channels, and used calls-to-action to both improve traffic to the corporate blog and increase its Facebook views and interactions. continue...
With an abundance of available marketing automation vendors, there is likely an automation solution that fits into your budget, marketing needs, and existing software (such as CRM).
This case study covers a global ERP software company that employed a marketing automation system which no longer fit its business needs. Learn the process the company used to evaluate 15 marketing automation vendors -- from assembling a team, selecting a new automation solution, and then implementing the software.
Also, see how this company increased deliverability from 81% to 99.6%, and open rate from 11% to 18%, while reducing unqualified leads by 341%. continue...
An organized content marketing strategy is one of the best ways to create brand awareness. One technology firm, which serves a very specialized marketplace, faced a challenge in creating understanding about its software product, and generating interest in the brand.
Read on to learn the firmís entire content process, from creating a best practices blog and increasing content via strategic partners, to sending out press releases intended to drive additional traffic to the website. continue...
One way to improve relevance with your email database is to offer dynamic content based on behavioral segmentation. Track what your audience is interested in, and provide the content they want to see.
Read how Hewlett-Packard is targeting two percent of its email database to drive higher engagement and generate 300% higher open rates and 600% higher clickthrough.
See Cathy Howard, eMarketing Program Manager, Corporate Marketing, HP, present this case study at the upcoming MarketingSherpa B2B Summit 2012, August 27-30, in Orlando. continue...
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...
The email database should be a high-horsepower engine that powers all Marketing and Sales efforts. When this asset is unstructured and full of uncertain data, it cannot provide a peak performance.
This case study looks at how one telecom company combined an email and content marketing campaign to reach its entire subscriber list and effectively segment its email database using high-value content as an incentive for user engagement.
Renee Himelhoch Chemel, Senior Manager, Global Marketing Programs, ECI Telecom, will present an in-depth look at this case study at the upcoming MarketingSherpa Email Summit in Las Vegas, Feb. 7-10. continue...
Triggered email efforts have their place, typically found in lead nurturing strategies. This tactic can also be effective in improving customer satisfaction immediately after purchasing a new product.
This case study looks at how Microsoft implemented a multi-stage, months-long triggered email series to improve engagement and educate new B2B Office 2010 customers. Find out how they increased open rates by 800% and clickthrough by 2,100%. continue...
Not every marketing campaign succeeds. But, even a "failed" campaign can provide benefits and learnings, as long as you are willing to take the time and effort to look for them.
Todayís case study looks at a Software-as-a-Service company that killed a PPC ad campaign after only two weeks, due to dramatically poor performance. At the same time, the campaign led to a company-initiated dialogue with its customers that ended with an improved product. Find out how this marketing failure ended up as a "win" for the company. continue...
This case study offers a unique look behind the scenes of a marketing campaign you have likely seen, because in this case, you are the target B2B audience. Because these companies spend research and development energy thinking about how to improve marketing efforts, their own campaigns are potentially very extensive and informative.
Read on for an in-depth look at the marketing strategy and tactics of a rapidly growing marketing automation company, including a rigorously defined sales cycle, the "how"s and "when"s of content marketing, lead scoring, and a way to improve the hand-off between Marketing and Sales. continue...
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