Marketing Resources: Case Studies

• Follow AMEX's Example of a Successful Facebook Campaignby Kimberly Smith
  Sure, Facebook promotions can get you some "Likes," but is that all there is? Learn how American Express's Israel division used Facebook to gain valuable customer insight and deepen brand engagement.
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• Case Study: Why Targeting by Level of Engagement Worksby Becca Wright
  The words "engagement" and "hypertargeting" are practically everywhere, but what happens when you combine the two? Learn how one company ran a diverse campaign that captured the interest of core, active, and casual fans.
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• A Case Study in Landing Page Optimization: How to Double the Impact of Your Budgetby Bob Hebeisen
  Need help boosting your landing page conversions? Learn six landing page optimization principles that helped one website nearly double its conversion rate...
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• How to Improve Your Conversion Rate (A Case Study Approach)by Paras Chopra
  You've managed to get people to your site, but how do you get them to convert? Learn three strategies—based on various case studies—for boosting your site's conversion rate.
  More articles on Case Studies, Customer Engagement, Landing Pages, Marketing Tips, Search Engines, SEO, Testing
• How Virgin Atlantic Improved Sales Attribution and Saved Six Figures in Two Monthsby Kimberly Smith
  When a customer makes a purchase on your site, are you able to pinpoint exactly who to give credit to for the sale? Learn how Virgin Atlantic Airways tackled that problem.
  More articles on Case Studies, Measurement, Online Marketing, Promotions, Sales, Testing, Websites
• Case Study: How One Company More Than Doubled Customer Referralsby Kimberly Smith
  Many companies have referral programs, but how many can say theirs converts at about three times the rate of other online campaigns and brings in over 500 product sales each month? Learn how one company did just that.
  More articles on Case Studies, Customer Engagement, Referrals, Word of Mouth
• How Mini-Stories Can Help Buyers Reject the Status Quo... and Embrace Youby Michael Harris
  Stories are how we make sense of the world. Learn how telling mini-stories will allow buyers to take your offering for a virtual mental test drive, to accept change—and to reject the status quo.
  More articles on Case Studies, Content, Customer Behavior, Sales
• Despicable Them: Rising Above a Rotten Reputationby Kimberly Smith
  Guilty by association. That's a tough place to start when trying to launch a new brand. Learn how AIA, the nation's largest and oldest network of bail bond agents, rose above an undeserved reputation in no time.
  More articles on Brand Equity, Case Studies, Content, Creativity, Keywords, SEO, Social Media
• Case Study: How Olympus Spurred Product Awareness and Sales With Augmented Realityby Kimberly Smith
  Consumers are up to four times more likely to buy a product once they’ve held it in their hands. But it can be challenging to get people into stores, let alone within reaching distance of your product. To provide the ...
  More articles on Brand Awareness, Case Studies, Customer Acquisition, Customer Engagement, Product Marketing, Social Media
• Secrets of Case Study Winners: How B2B Marketers Can Create Successful Programsby Paul McKeon
  Though social media has brought clients and vendors together, it's still a tough sell to get clients to agree to do case studies. But the B2B marketers who produce dozens of case studies know a few secrets... and this article ...
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• Why You Should Use Engagement Metrics to Guide Your Messagingby Jay Krall
  How many Facebook fans or Twitter followers you have isn't necessarily the best indicator of how many people are receiving your message. But a new breed of engagement metrics can give you those answers, and help mold your messaging to ...
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• Eight Ways to Create Enough Video Content to Last 18 Monthsby Pete Savage
  Studies show that online video improves email click-through rates, sales conversions, and search engine rankings; it's no wonder marketers are funneling more budget dollars into this tantalizing medium. Learn eight ways to make your video content last 18 months.
  More articles on B2B Marketing, Case Studies, Content, Creativity, Landing Pages, Marketing Tips, Videos, Webinars, White Papers
• Sales and Social Media—Measuring the ROIby Joan Curtis, Barb Giamanco
  Although the ability to measure tangible results when using social media is still evolving, companies are realizing substantial savings from their social-media initiatives.
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• Bambi vs. Godzilla: How to Work With Very Big Clientsby Matthew Stibbe
  Who said small firms can do business only with other small firms? If you can get your foot in the door, working for Fortune 500 companies is the smart way to grow a profitable marketing firm. This is how one ...
  More articles on Case Studies, Hiring Outside Resources, Marketing Tips, Small Business
• When Competing With Your Own Customers Is OK—Vibram FiveFingers and Eigen Valuesby Stephen Denny
  Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how we launch our websites, train our customer-service people, and hire ...
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• How Scotts Miracle-Gro Uses Its Email Newsletter to Nurture In-Store Salesby Stephanie Miller
  Scotts Miracle-Gro Company, like many consumer packaged goods companies, has no direct online sales channel—but it finds that email-newsletter subscriptions boost purchases on average 1.5 times annually. Perhaps the reason the Scotts Lawn Care Update email newsletter is so successful ...
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• Your Launch Strategy and Beyond—at Cyberspeedby Barbara Bix, Olga Taylor
  When used systematically, market research is an ongoing two-way communication between your business and its target audience. Treated as such, market research becomes a constant source of information about opportunities for improvement and innovation. And via the Web, you now ...
  More articles on Advertising, Case Studies, Customer Engagement, Lead Generation, Market Research, Marketing Strategy, Websites
• Case Study: In a SaaS World, Customer Feedback Drives Competitive Advantageby Barbara Bix
  At Kadient—a company that now delivers interactive Sales Playbooks—customer satisfaction is more important than ever. As the company began development of a SaaS product for a new market, here's how the management team readied a formal process for gathering customer ...
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• How a B2B Company Went From Zero Brand Awareness to 190 Leads With Its First-Ever Direct-Mail Effortby Pete Savage
  With Q4 looming, along iwth company revenue targets for the year ahead, this company faced the perennial dilemma common to B2B marketers: how to fill the sales funnel with quality leads now to get a jump on sales-cycle activity in ...
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• Planning an Online B2B Communityby Nancy Strauss
  B2B communities are often aimed at highly specialized populations and may even be closed to outsiders. However, a growing number of enterprises regard their B2B communities as a secret weapon that gives them a powerful competitive advantage.
  More articles on B2B Marketing, Case Studies, Collaboration, Community, Marketing Strategy, Social Media

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• B2B Sales: Don't Spray and Pray, Tell Stories Instead [Video]by Michael Harris
  Today, B2B buyers are busy, busy, busy... doing the work of multiple people. The last thing they have time for is a salesperson who takes a spray-and-pray approach: a generic ...
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• A Brief History of Content Marketing [Slide Show]by Daniel Kuperman
  Think content marketing is something new? Not even close. It's been a staple in the marketer's toolbox for ages. Here is a brief retrospective of some successful uses of content ...
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• Three Steps to Getting B2B Client Endorsements
  There's nothing like a good case study from a happy client to prove your worth in a public endorsement. But if you're like a lot of B2B marketers, getting clients ...
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• Why Customers Might Want to Pick Up Online Orders at Your Store
  Barnes & Noble pioneered the concept of online orders shipped to brick-and-mortar stores for customer pickup. In Marketing by the Numbers, Leland Harden and Bob Heyman present a case study ...
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• How Miracle-Gro Uses Email to Grow Offline Sales
  "One click between email message and e-commerce is so ingrained for all of us—as both buyers and marketers—that it's almost nostalgic to think of using email solely to promote offline ...
  More articles on Case Studies, Customer Satisfaction, E-Commerce, Email Marketing
• Summer Studies: Building a Business Case
  The slower months of summer can be a great time to write up case studies of successful projects you've done this year but haven't had time to brag about. The ...
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• C'mon, Make Me a Match
  When you hire an email-marketing agency, how do you decide which candidate makes the cut? Size, location, reputation? And has that process always worked for you? Or have you, like ...
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• You Make It Easy to Stay Friends
  When your company generates revenue from annual subscriptions or memberships, renewal rates are critical to your bottom line. To keep them high, Winston Bowden recommends email programs that use date-based ...
  More articles on Case Studies, Customer Retention, Email Marketing, Marketing Tips
• Case Study as Mirror: Reflect Your Audience's Concerns
  Imagine this scenario: Your engineering team is about to close out a flawlessly executed systems job, and your customer is thrilled because the solution is already performing beyond expectations. ...
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• Get Those Happy Customers Yakkin'
  "[M]any companies hesitate to launch customer case studies because they worry about imposing on their best customers," say Barbara Bix and Olga Taylor in an article at MarketingProfs. "To their ...
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• The Case for Cases
  A Pro Membership at MarketingProfs includes access to case studies that examine a new story of marketing success each week. A recent example—written by Kimberly Smith—looks at Tripmela, a site ...
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Case Studies case studies, deconstructing real life examples and illustrating lessons learned

• How One Company's Thought-Leadership Content Is Driving New Business, Exposureby Roberts & Durkee, P.A.
  CASE STUDY: Emulate these best-practices for launching a well-trafficked corporate blog, and you'll be well on your way to establishing yourself as a trusted authority in your marketplace.
  More case studies on Blogging Strategy, Case Studies, Content Marketing, Marketing Strategy, Public Relations, SEO, Social Media, Thought Leadership, Web Content, Websites
• How a Mom-and-Pop Operation Turned Itself Into a Cult Brandby Coconut Bliss
  CASE STUDY: Coconut Bliss's grassroots, customer-focused efforts have enabled the company to establish a nationwide presence in just a few short years, while nurturing an incredibly strong and genuine passion among customers.
  More case studies on Brand Ambassadors, Case Studies, Community, Customer Relationships, Social Media
• How Icebreaker Drove Holiday Sales With Emailby Icebreaker
  Case Study: How a unique approach to email helped New Zealand-based clothing brand Icebreaker dramatically improve its 2009 holiday sales.
  More case studies on Case Studies, Customer Engagement, Email Campaigns, Email Marketing, Segmentation, Testing
• How Pioneer Achieved a Whopping 60%+ Click-Through Rate for Its Online Adsby Pioneer Electronics (USA) Inc.
  CASE STUDY: Here's how Pioneer Electronics earned amazing click-through rates on its targeted online ads.
  More case studies on Case Studies, Community, Copywriting, PPC Campaigns, Targeting, Web Analytics
• Lessons From Martin Guitars: Three Ways to Survive a Downturnby C. F. Martin & Co.
  CASE STUDY: C. F. Martin & Co. survived the Civil War, the Great Depression, and both World Wars. Inspired by its past, the guitar maker thrived in 2009.
  More case studies on Case Studies, Marketing Strategy, Product Management, Product Marketing, Recession
• How a B2C Website's Landing-Page Tests Increased Conversions 67%by BabyCenter
  CASE STUDY: What do you do when the landing page for your most popular search term converts some 30 percent less frequently than your general landing page?
  More case studies on B2B Marketing, Case Studies, Customer Behavior, Keywords, Landing Pages, Testing, Website Design
• How a Small Company Went Global (Without Breaking the Bank)by Lingo24.com
  CASE STUDY: In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it.
  More case studies on Case Studies, Collaboration, International Marketing, Keywords, Lead Generation, Local Marketing, Positioning, Search Engine Marketing
• How Domino's Managed a Viral Video Nightmareby Domino's Pizza
  CASE STUDY: What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight?
  More case studies on Case Studies, Collaboration, Management, Social Media, Videos, Word of Mouth, YouTube
• How IBM Offset the Impact of a Down Economy on Event Attendanceby IBM
  CASE STUDY: How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners.
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• How Getting Personal Helped Spur Renewals for the Golden State Warriorsby Golden State Warriors
  CASE STUDY: So maybe your organization hasn't had a stellar year. (Really, how many have?) But you still have fans. How can you reach out, in a more personal way, to keep the customers you have?
  More case studies on Case Studies, Creativity, Customer Retention, Direct Marketing, Personalization, Videos, Websites
• How One Website Doubled Its Ad Revenueby PlanningFamily.com
  CASE STUDY: Even in the midst of a recession, when advertising spend has been drying up, this website doubled its ad revenue. How, exactly? Take a gander...
  More case studies on Advertising, Case Studies, Newsletters, PPC Campaigns, Sponsorship, Value Propositions, Websites
• How a New, Low-Cost Offline Channel Generated Surprisingly Stellar Results for Samsungby Samsung Electronics Canada
  CASE STUDY: When your product competes with the iPhone, you have to get creative. Which is just what Samsung did.
  More case studies on Advertising, Brand Awareness, Case Studies, Smart Phones, Targeting, Videos
• A Facebook Experiment in Ad Targetingby One Day, One Job
  CASE STUDY: Here's how One Day, One Job—an online company that helps college students find entry-level jobs—grew its Web traffic and visibility via targeted ads on the social network.
  More case studies on Advertising, Case Studies, Facebook, PPC Campaigns, Referrals, Targeting, Websites
• How Low-Cost Conversation Starters Built Community, Generated Leadsby Open Kernel Labs
  CASE STUDY: How do you build a thousand-strong online community when your entire global audience is just 20,000 people? Easy! (Not really, but it's possible.)
  More case studies on Brand Awareness, Case Studies, Community, Creativity, Humor, Lead Generation, Marketing Budgets, Social Media, Videos, Word of Mouth, YouTube
• How a User-Focused Website Boosted Sales at Jelly Bellyby Jelly Belly Candy Company
  CASE STUDY: How Jelly Belly earned double-digit growth in Web traffic, conversions, and sales. (And you can, too.)
  More case studies on Case Studies, Customer Engagement, Hiring Outside Resources, SEO, Testimonials, User-Generated Content, Web Analytics, Website Design, Websites
• How to Spark Fanatical Engagement and Advocacy by Heroically Tapping Into User Interestsby Cisco Systems
  CASE STUDY: Forget the norms. For Cisco Systems, reinvigorating its security line and authenticating its leadership spot meant something truly heroic.
  More case studies on Advertising, Case Studies, Customer Engagement, Customer Experience, High-Tech Marketing, Humor, Marketing Budgets, PPC Campaigns, Social Media, Targeting
• Twitter + Coffee = A Delicious Elixir for Customer Acquisition and Salesby Coffee Groundz
  CASE STUDY: The Houston-area coffee shop was just one among many, until it found Twitter. Today, the Coffee Groundz is ground zero among local social-media fans—and sales have soared.
  More case studies on Advertising, Case Studies, Community, Customer Acquisition, Marketing Smarter, Twitter
• A Fresh Way to Use Email as an Interactive Toolby Garden Fresh Restaurant Corp.
  CASE STUDY: Garden Fresh had more than half a million customers on its email list. But it wanted customers to do more than print out coupons. It sought to build customer loyalty by using email as an interactive tool.
  More case studies on Case Studies, Creativity, Customer Engagement, Customer Retention, Email Campaigns, Interactive Marketing, Writing
• Reviving the Dead List to Grow Email Revenuesby Perricone MD
  CASE STUDY: All your opt-ins won't stay loyal forever: Interests change, as do expectations about messaging and frequency. Even as your list grows, so will the number of unopened emails. So you should cut off the "dead weight," right? Not so fast, there might still be money to be made.
  More case studies on Case Studies, Copywriting, Customer Relationships, E-Commerce, Email Marketing, Segmentation
• Generating Serious B2B Buzz With Dead Bugs... and Videoby Grasshopper.com
  CASE STUDY: Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in.
  More case studies on B2B Marketing, Blogging, Branding, Case Studies, Direct Marketing, Twitter, Videos, Word of Mouth, YouTube

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Case Studies online seminar broadcasts from the best minds in marketing

• FREE: Cisco and the Social Web: Our Adoption and EvolutionBroadcast on 8/26/2010 11:00:00 AM
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• Tales from Twitterville: How Small Shops and Global Giants are Putting Twitter to WorkBroadcast on 4/8/2010 11:00:00 AM
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• Leading Them by the Nose: How Web Visitors Follow the Scent of InformationBroadcast on 3/4/2010 11:00:00 AM
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• Street Stories: Social Media and the Sales CycleBroadcast on 8/6/2009 11:00:00 AM
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• Telling a Story that Sells: Case Studies with HeartBroadcast on 2/14/2008
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• B2B Web Power: How to Find, Create and Write the Content You Need, FastBroadcast on 9/15/2005 11:00:00 AM
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Case Studies Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: 3 Ways to Block and Crush Your Biggest CompetitorReleased on 7/15/2011 10:00:00 AM
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Case Studies marketing downloads for the busy professional

• Marketing Automation Management: Basics and Best Practices
  Marketing automation can have a big impact on your sales and marketing efforts. Learn the ins and outs of marketing automation capabilities, how to make the best use of them, and resources for selecting the best system for you with MarketingProfs' Marketing Automation Management: Basics and Best Practices guide.
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• Influencer Marketing Success Stories
  Influencer Marketing Success Stories features 13 companies that have leveraged the influence of outspoken opinion-makers and ordinary online reviewers to achieve their marketing objectives. With examples including Forbes Digital and Virgin America, this new Case Study Collection will show you how use influencer to boost brand awareness, introduce new products, increase sales, and more.
  More tools on Brand Awareness, Case Studies, Customer Engagement, Customer Evangelists, Customer Relationships, Marketing Smarter, Sales, Word of Mouth
• Social Media Integration Success Stories
  Twitter. Facebook. LinkedIn. While these social media tools are all effective on their own, they work best when part of other marketing programs. See how 10 companies have maximized results by integrating social media into traditional marketing efforts.
  More tools on Case Studies, Community, Customer Engagement, Customer Loyalty, Email Marketing, Referrals, Segmentation, Social Media, Videos
• Website Conversion Success Stories
  Many marketers spend too much time and money trying to get people to visit their sites, and not enough boosting the number of sales from the people already visiting. See how 11 companies, including Jelly Belly Candy Company and Kinaxis, are transforming their landing pages, and get great ideas for optimizing your own site to increase sales.
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• LinkedIn Success Stories
  LinkedIn is used by 55 million professionals as a place to network, trade advice, and demonstrate business expertise. See how 11 companies, including PR firms, advertising agencies, and software companies, are using LinkedIn to show expertise, generate leads, and conduct research.
  More tools on Case Studies, LinkedIn, Market Research, Marketing Tips, Social Networking, Thought Leadership
• Mobile Marketing Success Stories
  Mobile marketing campaigns can be inexpensive, easy to execute, and very profitable. See how 8 B2B and 11 B2C companies are using SMS, mobile websites, mobile ads, Smartphone applications, and Bluetooth marketing to achieve huge results.
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• A Step-by-Step Guide to a Social Media Program: Everything you need to know about establishing your strategy, policy and team
  The adage “think before you speak” has now become “think before you write.” In this age of instant messaging, businesses need to wield their online words thoughtfully. Check out MarketingProfs “A Step-by-Step Guide to a Successful Social Media Program” to learn how to create your social media strategy, policy and team.
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• Email Success Stories: How 11 companies are pushing the (electronic) envelope
  Propel your email marketing efforts beyond the subject line. Read Email Success Stories: How 11 companies are pushing the (electronic) envelope to learn how to convert your emails into money-making machines.
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• Twitter Success Stories: How 11 Companies are Achieving Their Marketing Objectives—140 Characters at a Time
  Twitter’s brief tweets let you communicate with friends and family. But did you know that those 140 characters can also build your business? Read Twitter Success Stories: How 11 companies are achieving their marketing objectives, 140 characters at a time.
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