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I have been writing email marketing case studies for MarketingSherpa for almost five years, and almost without fail, they’ve been from companies large enough to have a dedicated marketer working on campaigns. At the very least, small companies that had big company aspirations and a “jack of all trades”-type working on campaigns.
As a member of the famous MIT Blackjack Team and the inspiration for the main character in the book Bringing Down the House and the Kevin Spacey film 21, Jeff Ma knows a thing or two about gambling. Scratch that — Jeff Ma isn’t a gambler. That’s because every move in blackjack has one correct decision. It’s just about understanding basic strategy, and implementing it.
“You have to find something that you can measure,” said Brian MacDonald, Senior Manager of Digital Marketing, Hewlett Packard Enterprise, in the MarketingSherpa Summit 2016 Media Center. “Fortunately for us, in the software business one of the big things that we can measure, especially for the audience I usually go after, is all about them trying software,” he said.
Customer-centric isn’t just a buzzword to us — those marketing efforts are the stories that we love to tell at MarketingSherpa. From our case studies to our data, we want to give you everything you need to keep your customer foremost in your marketing efforts. In October 2016, we surveyed two groups of 1,200 about customer-first marketing.
It’s one of those randomly attributed phrases that people throw around in social media: “Why fit in when you were born to stand out?” We’ve all probably randomly scrolled past that phrase and ones like it a thousand times. But for some reason, reading that today on LinkedIn got me thinking — why do so many brands just follow the status quo for social media when the space is ...
In a 2016 MarketingSherpa study, we split 2,400 consumers into two groups. We asked half of the respondents to name a company they were satisfied with, and we asked the other 1,200 to name a company they were unsatisfied with. The most popular response from satisfied customers — 42% of respondents — said that their chosen company’s marketing puts their needs before its business goals.
As one of the most commonly outsourced services, an ESP (email service provider) can be a great asset to a marketing team. Choosing the wrong one, however, can slow projects and inhibit email creativity, as well as cause issues with subscribers. Finding the best ESP for your company means more than just wandering out into the marketplace with a wad of cash.
Picture your ideal customer deciding where to spend his or her time and energy. They want something good for even a small time investment. Your headline, emphasizing value, gets their attention. They invest a click and continue reading. That is the ideal scenario. But once your customer has clicked through to your full content, that’s when the real battle begins.
Hack #1. Cannibalize your content When it comes to content marketing, robbing Peter to pay Paul isn’t going to get you fired. It might even get you promoted. If robbery and cannibalism harsh metaphors for you, consider it recycling. Saving your marketing team’s environment one piece of content at a time.
http://www.meclabs.com/training/marketing-summit/marketingsherpa-summit-2016/session-replays We all know that email can be effective at driving demand. The challenge is knowing exactly how to craft our emails in such a way that they are immediately relevant to our prospects. How deep ...
http://www.meclabs.com/training/marketing-summit/marketingsherpa-summit-2016/session-replays Challenged to measure ROI on every program and hit a certain number of leads per month, some marketers make ...
http://www.meclabs.com/training/marketing-summit/marketingsherpa-summit-2016/session-replays In today’s digital landscape, the buyer is in control and is more sophisticated than ever before. In fact, according to Forrester, 93% of B2B buyers prefer to transact onl ...
While the jury may be out on 2016 as a whole, marketers have had a very exciting year, and MarketingSherpa (if we may say so) has hopefully shown a spotlight on it through our content. In light of celebrating the good of 2016 as we’re all madly planning what 2017 will bring, we’re revisiting the most popular articles from the past 12 months.
Since it’s the end of the year, we like to revisit the most popular articles and case studies from the past 12 months — the collection of which can be found on our homepage. Looking back at top content helps us see what our readers found to be the most helpful and valuable content, and it helps you to know what your peers are looking for.
http://www.meclabs.com/training/marketing-summit/marketingsherpa-summit-2016/session-replays For complex B2B products and services, customers often overlook the intricacies and value of the entire process. For example, very few potential customers are familiar with the companies involved on a construction project, or the role that HCSS software plays in its success ...
“Our main focus [in email marketing] is making sure we’re saying the right thing at the right time to the right person,” said Jessica Vogel, Global Marketing Consultant, Dell. Having an efficient and effective direct marketing vehicle such as email is critical for the success of Dell’s sizeable direct business.
http://www.meclabs.com/training/marketing-summit/marketingsherpa-summit-2016/session-replays The Ebates Cyber Days Preview email was delivered to millions of engaged subscribers. The team’s goal was not to sell but to inform and engage in a new way to create a ...
It’s the morning of game seven of the World Series, and two of the longest droughts in Major League baseball history are hanging in the balance. Social media across the city of Jacksonville, Florida is lit up, talking about nothing but baseball. … and shellfish. On the morning of the historic game that ended the Chicago Cubs 108-year drought, Jacksonville, Florida’s minor l ...
What do you do when optimizing customer engagement means transforming the way an entire organization thinks and functions? Making a transformational shift in any company is a huge undertaking of thousands of details. In the midst of all of those details, you absolutely cannot forget to ensure that everyone, company-wide, is on the same page and focused on a unified value proposition.
“Brands suddenly realized, 30-second spots aren’t working. There’s got to be a better way for us to tell a story,” Morgan Spurlock, Academy Award-Nominated Director, Super Size Me, said in our MarketingSherpa 2016 Media Center interview. “That’s when they started looking at creative ways to make content tell stories.