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Explore the Video Archive: Practical marketing lectures

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

We equip marketers with research and resources including publications, events, newsletters, and blog posts... and now videos.

Stay tuned to this page for sessions from our events, interviews with marketing thought leaders and practitioners, and actionable updates on our research.

Email Marketing: How NakedWines.com used email to maximize lifetime value and increase app downloads by 125%

Julia Fox, Marketing Manager, NakedWines.com

View the full session from MarketingSherpa Summit 2016 (FREE)

Length: 11:29

How a Healthcare Analytics Company Used Non-Gated Content to More Than Double High-Quality Leads

Chris Keller, Vice President of Marketing, Health Catalyst

View the full session from MarketingSherpa Summit 2016 (FREE)

Length: 31:33

Email Marketing: How WeddingWire lifted re-pins from email 31% through testing

Bart Thornburg, Senior Email Marketing Manager, WeddingWire

View the full session from MarketingSherpa Summit 2016 (FREE)

Length: 12:07

Customer-centric Marketing: How Sunrise Senior Living personalized for customers' individual needs to increase online leads by 12%

Abby See, Director of Online Marketing, Sunrise Senior Living

View the full session from MarketingSherpa Summit 2016 (FREE)

Length: 20:41

Customer-First Marketing: How Optum generated closed contract revenue of $52 for every dollar invested

Karen Thomas-Smith, Vice President, Provider Marketing and Reference Management, Optum

View the full session from MarketingSherpa Summit 2016 (FREE)

Length: 39:42

Email Marketing: Jose Palomino with five critical questions every value proposition must answer

Jose Palomino, Founder and CEO, Value Prop Interactive

View the full session from Email Summit 2015 (FREE)


Length: 52:05

B2C Marketing: Finish Line increases email revenue 50% via segmentation

Aaron Buchanan, Digital Personalization Manager, Finish Line

View the full session from Email Summit 2015 (FREE)


Length: 24:34

Hands-On Live Test Lab: How to improve your already successful marketing

Tessa Srebro, Lead Generation and Marketing Associate, and Lauren Wagner, Senior Manager of Engagement, both of VolunteerMatch

View the full session from Email Summit 2015 (FREE)


Length: 42:23

Testing and Optimization: Variance testing for B2C contributes to 45% lift in conversion rate

Emily Emmer, former Senior Interactive Marketing Manager, Extra Space Storage

View the full session from MarketingSherpa MarketingExperiments Web Optimization Summit 2014 (FREE)


Length: 25:20

Delivering Value: How LinkedIn serves its audience in 5 essential ways

Damien Coullon, Senior Product Manager, and Stephen Hiller, Lead Web Developer, both of LinkedIn

View the full session from MarketingSherpa Email Summit 2015 (FREE)


Length: 28:16

B2B Marketing: 74% lift in leads from email segmentation, content marketing and tool consolidation

Stephen Bruner, Marketing Manager, Vertical Markets, Precor

View the full session from MarketingSherpa Email Summit 2015 (FREE)


Length: 27:28

Email Marketing: Ensuring you get the best value out of your technology investment

Five Industry Experts to Discuss Email Marketing Challenges

View the full session from MarketingSherpa Email Summit 2015 (FREE)


Length: 45:20

Email Marketing: 5 professionals explore the biggest challenges in email

Five Industry Experts to Discuss Email Marketing Challenges

View the full session from MarketingSherpa Email Summit 2015 (FREE)


Length: 50:30

Testing and Optimization: Subscription B2B achieves 95% increase in conversion initiations

Jacob Baldwin, Digital Marketing Manager, One Call Now

View the full session from MarketingSherpa MarketingExperiments Web Optimization Summit 2014 (FREE)


Length: 28:08

Email Marketing: Content segmentation increases CNET's subscriber engagement

Diana Primeau, Director of Member Services, CNET

View the full session from MarketingSherpa Email Summit 2015 (FREE)


Length: 28:45

Email Marketing: Microsoft Store segmentation campaign increases overall revenue 1,200% in three years

Shawna Dahlin, Senior Email Marketing Manager, Microsoft Store

View the full session from MarketingSherpa Email Summit 2015 (FREE)


Length: 29:54

Testing and Optimization Panel: How to optimize the customer journey

Dr. Zee Aganovic (Founder and CEO, HiConversion), Lauren Pitchford (Digital Marketing Manager, MECLABS) and Ryan Hutchings (Director of Marketing, VacationRoost)

View the full session from MarketingSherpa MarketingExperiments Web Optimization Summit 2014 (FREE)


Length: 28:26

Email Summit 2015: Humanizing your email program with Flint McGlaughlin

Flint McGlaughlin, Managing Director, MECLABS Institute

View the full session from MarketingSherpa Email Summit 2015 (FREE)


Length: 1:12:30

Customer Centricity: How to use transparency to generate customer trust

Michael Norton, Associate Professor, Harvard Business School

View the full session from MarketingSherpa MarketingExperiments Web Optimization Summit 2014(FREE)


Length: 56:13

Testing and Optimization: How multiple testing approaches increased a B2B’s banner ad clickthrough 956%

Cindy Lu, Senior Marketing Manager of Digital Marketing Strategy, VMware

View the full session from MarketingSherpa MarketingExperiments Web Optimization Summit 2014(FREE)


Length: 29:58

Live Email Optimization from MarketingSherpa Email Summit 2015

Flint McGlaughlin, CEO and Managing Director, MECLABS Institute

View the full session from MarketingSherpa Email Summit 2015(FREE)

Length: 54:13

How Ferguson Enterprises Generated Over $10 Million in Online Revenue by Enriching Its Customer Experience

Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises

View the full session from MarketingSherpa Email Summit 2015(FREE)

Length: 30:41

Inbound Marketing: How Ancestry.com increased conversion by 20% with reduced choice barriers and targeted content

Emily Titcomb and Julia Babiarz, Ancestry.com

View the full session from Web Optimization Summit 2014 (FREE)

Length: 30:00

Email Marketing: Using behavioral data to identify and validate customer segmentation

Jeff Koleba and Kate Ellis, The Kentucky Derby

View the full session from MarketingSherpa Email Summit 2015 (FREE)

Length: 30:18

Funnel Optimization: How a subscription-based business transformed its testing strategy and increased conversions by 121%

Ben Eva, Euromoney Institutional Investor

View the full session from Web Optimization Summit 2014 (FREE)

Length: 24:17

B2C Transformations: How American Express reimagined its customer experience through data-driven optimization

Sabrina Pasini, American Express

View the full session from Web Optimization Summit 2014 (FREE)

Length: 30:24

Selling the Intangible: How to sell intangible value like a nonprofit organization

Tim Kachuriak, NextAfter

View the full session from Web Optimization Summit 2014 (FREE)

Length: 37:52

Search Engine Marketing Optimization: How simultaneous testing increased PPC clickthrough 427% for an ecommerce company [Video]

Ryan Hutchings, VacationRoost

View the full session from Web Optimization Summit 2014 (FREE)

Length: 36:51

Mobile Optimization: How a B2B ecommerce company used responsive design to increase revenue by 180%

David Ciccarelli, Voices.com

View the full session from Web Optimization Summit 2014 (FREE)

Length: 29:11

How Publishers Clearing House Used Real-time Marketing to Increase Online Engagement by 46%

Michael Zane, Publishers Clearing House

View the full session from Web Optimization Summit 2014 (FREE)

Length: 27:17

Why One Test Triggered a 180-degree Turn in How All Whirlpool Brands Direct Market to Consumers

Thomas Mender, Whirlpool

View the full session from Email Summit 2014 (FREE)

Length: 28:18

Email Design: How to optimize for all environments in a mobile world

Justine Jordan, Litmus

View the full session from Email Summit 2014 (FREE)

Length: 27:25

How a Seasonal Retailer Evolved from Promo Emails to Year-Round Content Marketing

Marcia Oakes, Senior Online Marketing Manager

View the full session from Email Summit 2014 (FREE)

Length: 27:51

Email Templates: How the No. 1 maker of mobile accessories tweaked promo emails to produce a 152% increase in revenue per email

Jessica Andreasen, ZAGG

View the full session from Email Summit 2014 (FREE)

Length: 29:54

How Tennant Transformed its Marketing Culture Via a Customer-focused Strategy

Chris Hawver, Tennant

View the full session from Email Summit 2014 (FREE)

Length: 29:17

List Cleanup: How 3M Canada increased open rates by 160%

Laura Mihai, 3M Canada

View the full session from Email Summit 2014 (FREE)

Length: 23:59

Above the Noise: How an IT company leveraged a multichannel campaign to 'wake the dead'

Christine Nurnberger, SunGard Availability Services

View the full session from Email Summit 2014 (FREE)

Length: 27:37

Email Design Panel: Responsive email design with multi-device customers in mind

Ewa Badaruk, adidas Group; Amy Carpenter, Whole Foods Market; Justine Jordan, Litmus; Wacarra Yeomans, Responsys

View the full session from Email Summit 2014 (FREE)

Length: 44:52

B2B Email Marketing: How a global information company transformed from batch-and-blast to persona-driven email marketing

Byron O'Dell, IHS

View the full session from Email Summit 2014 (FREE)

Length: 32:32

Segmentation and Personalization: How Eventful transformed its email program and increased purchases by 66%

Paul Ramirez and Ryan Blomberg, Eventful

View the full session from Email Summit 2014 (FREE)

Length: 29:55

Content Marketing: How Copyblogger used content and a free paywall to grow its email list by 400%

Brian Clark, Copyblogger

View the full session from Email Summit 2014 (FREE)

Length: 29:30

Old Dog, New Tricks: How Dell designed an email with old technology to launch a new product

Dave Sierk, Dell

View the full session from Email Summit 2014 (FREE)

Length: 24:57

Content Marketing: 6 forgotten strategies to execute now

Joe Pulizzi, Content Marketing Institute

View the full session from Lead Gen Summit 2013 (FREE)

Length: 50:28

How Much Should Leads Cost? Tips for different channels, industries and deal sizes

Daniel Burstein, MECLABS; Atri Chatterjee, Act-On Software; Erik Matlick, Madison Logic; Tom Reid, Hacker Group; Dave Walters, Silverpop

View the full session from Lead Gen Summit 2013 (FREE)

Length: 59:26

Lead Nurturing: How solving the marketing automation and autonomy paradox increased lead volume 200%

Keith Lincoln, SmartBear Software

View the full session from Lead Gen Summit 2013 (FREE)

Length: 30:36

Lead Capture: How a B2B site redesign appealed to diversifying markets and increased conversion 81%

Jacob Baldwin, One Call Now

View the full session from Lead Gen Summit 2013 (FREE)

Length: 30:27

Content Marketing: 5 steps for using content to influence decisions and convert customers

Ninan Chacko, PR Newswire

View the full session from Lead Gen Summit 2013 (FREE)

Length: 48:12

Social Media: 3 steps to help you develop a social business strategy

Todd Wilms, SAP, and Adriel Sanchez, SAP

View the full session from Lead Gen Summit 2013 (FREE)

Length: 37:12

Lead Capture: How a health care company increased demand for services 300%

Jon Ciampi, CRC Health, and Daniel Burstein, MECLABS

View the full session from Lead Gen Summit 2013 (FREE)

Length: 30:19

Lead Qualification: How demographics, email content and behavior helped Adobe boost conversions 500%

Shelby Britton, Adobe, and Daniel Burstein, MECLABS

View the full session from Lead Gen Summit 2013 (FREE)

Length: 30:11




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