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FEBRUARY 2009 Members-Only Resource Kit Research, Inspiration, & How-To Improve Results Contents Account Info & Guarantee......................2 Topics Covered in MarketingSherpa.......3 Research Database Tips..........................4 Creative Samples Library........................5 Events & Awards Calendar.....................6 SherpaStore 10% Discount ...................7 Article Archive.........................................9 Useful Membership Contacts..............80 MarketingSherpa Members-Only Resource Kit Account Info & Guarantee Welcome to MarketingSherpa Membership! Your benefits include: #1. Research -- 8566+ marketing numbers and stats in an easy-to-search database to help you with budgeting, forecasting, and tactical decisions. Also handy for presentations. #2.Inspiration -- 890+ Case Studies and 3238+ Creative Samples from real-life marketing campaigns and tests. Share with your copy and graphics team. #3.How-to Instructions -- Sherpa’s library features best practices for everything from emailing consumers to B-to-B lead generation campaigns. Great for training. #4.10% off Members-only Discounts - Get 10% off everything in SherpaStore *immediately* (Yes, even Summit tickets and Benchmark Guides.) #5. Members-Only Newsletter-Weekly enewsletter that addresses a different tactical topic providing you with our top (members-only) resources to help improve your marketing results. Personal Use & Group Info Your Membership is for you alone. (In software parlance, it’s a single-user license.) So, you may not share your password with anyone else. You also may not copy our content to post or publish elsewhere. If you know a colleague or client who would benefit from Membership, you can: • Tell them about our Free Trial 7-Day offer, so they can decide if they’d like their own Membership. • Consider starting a Group Membership. Groups of three or more qualify for significant discounts. For more details on both of these (including group pricing details), go to www.MarketingSherpa.com and click on the “Membership Tour” button. Or contact Service at the number below. Account Changes & Satisfaction Guarantee Membership is nearly risk-free; and, cancelling or making account changes is easy. • If you’d like to cancel during your 7-day free trial, we will not charge you anything. • If you’d like to cancel at anytime after your trial, we’ll immediately send you a pro-rated refund of all unused months of service. (Sorry, partial months cannot be refunded.) • For your convenience, your account will be automatically renewed annually at the lowest price then being promoted publicly. Yes, we will send you both emailed and postal mailed notice beforehand. If the credit card associated with the account no longer works, we’ll send you an invoice. • Group accounts can request to be invoiced from the start, and can change or add members fairly easily at any time. All members must have the same account expiration date and billing contact. [Questions] Contact Membership Customer Service [email protected] or call (877) 512-2765 or outside the US call (401) 289-2602 MarketingSherpa Members-Only Resource Kit Members-Only Topical Microsites We’ve created a series of more than 50 microsites within MarketingSherpa to make your job easier. Just click on the topic you’re most interested in, and you’ll see a complete mini-site featuring our best resources related to just that topic. Each microsite includes: Case Studies, Research Records, Creative Samples, and Events and Awards directly related to that topic. Pick from this (growing) list of topical microsites: [Topics by Industry/Target] B-to-B Marketing - General advice Sales lead generation Business technology marketing Business services marketing Marketing with white papers and/or webinars Marketing at trade shows Channel marketing Marketing by job function/industry Marketing to small businesses Sales Support & Collateral Consumer Marketing Ecommerce & eretail Retail marketing Automotive Consumer packaged goods Financial services Travel & hospitality Entertainment & sports Non-profit fundraising Real estate Health marketing Consumer electronics By consumer demographic ContentBiz/Online Publishing Selling Subscriptions Online Ad Sales Online Other online content sales Marketing by Region International Marketing Marketing in the UK Marketing in Canada Multinational Marketing [Topics by Tactic] Email Marketing Email Newsletters & Alerts Email List Growth Email Design & Delivery Renting Lists & Ads Alternatives: RSS, Desktop Apps, Mobile Search Marketing More Online Marketing Web Site & Landing Page Design Viral Marketing Online Advertising Social Networking, Evangelism Affiliate Marketing PR & Fame - Tips Blogging & Podcasting How to Pitch Business Media How to Pitch Marketing Media How to Pitch Tech Media PR & Search Marketing Offline Marketing & Advertising Integrated Campaigns Direct Mail & Fax TV, Radio Ads Print Advertising Telemarketing Out-of-Home Skills Copywriting Market Research Branding Database Marketing Loyalty Marketing Media Buying Positioning Marketing Law Career How to Hire Marketers Real-life marketer career interviews Selecting Vendors/Buyer’s Guides Running a marketing consultancy or agency MarketingSherpa Members-Only Resource Kit Members-Only Research Database Only MarketingSherpa members have access to our Research Team’s Private Database featuring more than 8,566 records of research conducted by ourselves, our partners, plus more than 1,439 additional organizations. It’s our goal to track and categorize every piece of useful research out there on marketing, advertising, and PR. Member librarian: We recognize that combing through more than 9,000 pieces of research can be a daunting taskthat’s why we have Erin Donovan, your personal member librarian standing by to help you find that specific Case Study, How-To or Stat available with your membership. Erin holds a Master’s in Library and Information Studies and oversees our 3 libraries as well as the editorial indexing site-wide. Her database team works continuously to update the Research Database. She can be reached at: [email protected] MarketingSherpa Members-Only Resource Kit Members-Only Events & Awards Calendar Important note: MarketingSherpa’s Events calendar tracks events put on by hundreds of organizers across the US and around the world. It’s not just for Sherpa events only (although they’re also in there!) Tracks 924 marketing, advertising and PR tradeshows and events you might want to attend (or speak at.) Search easily by marketing topic, event organizer, date, and/or by geographic region. Handy info includes key speaker names, dates, location, topic and ticket prices. Great for planning and budgeting your year. As with research and events, MarketingSherpa’s goal is to track every possible marketing-related award you might want to enter in the coming 12 months (not just Sherpa awards, although they are also included.) Search MarketingSherpa’s Awards Calendar easily by topic, organizer and nomination deadline. Each entry includes deadlines, categories, and a handy hotlink to the nominations info. Tracks 330 annual marketing, advertising and PR awards that you may want to nominate yourself for. MarketingSherpa Members-Only Resource Kit Members-Only SherpaStore 10% Discount As a MarketingSherpa member, you get 10% off anything and everything you purchase from SherpaStore including Summit Tickets and Benchmark Guides*. It’s possible to recoup the entire cost of your annual membership in a single shopping trip! To start saving, just log in to the Web site and start shopping. Your 10% off discount will appear automatically in your cart. * Note: Does not include Memberships, booths, postal mail lists or sponsorships. Choose from the following SherpaStore resources: Summits • • • • • • MarketingExperiments’ Landing Page Optimization Certification Workshop, Miami FL, March 14 2009 MarketingSherpa’s Email Summit ‘09, Miami FL, March 15-17 2009 MarketingSherpa’s Subscription Marketing Summit ‘09, New York City, May 3-5 2009 MarketingSherpa’s Email Marketing Summit - Germany’09, Munich, May 12-13 2009 MarketingSherpa’s B-to-B Demand Generation Summit, San Francisco CA, September 23-25 2009 MarketingSherpa’s B-to-B Demand Generation Summit, Boston MA, October 4-6 2009 Training • • • • MarketingSherpa Webinar Training - Email @utoresponder Series - February 17, February 24, & March 3 2009 MarketingSherpa Webinar Training - Email @utoresponder Series - Welcome Autoresponders - February 17 2009 MarketingSherpa Webinar Training - Email @utoresponder Series - Triggered Emails - February 24 2009 MarketingSherpa Webinar Training - Email @utoresponder Series - Transactional Email - March 3 2009 Advertising • • • • Selling Online Subscriptions Summit ‘08 Transcript + Slides Trusted Advertising Methods & Ogilvy on Advertising Yahoo! (unofficial) Search Marketing Handbook U.S. Moms Social Media & Online Insights Report Benchmarks and Metrics • • • • • • • • • MarketingSherpa’s Marketing With Video Report: Online, TV & Mobile MarketingSherpa’s 2009 Email Marketing Benchmark Guide MarketingSherpa’s Search Marketing Benchmark Guide 2009 MarketingSherpa B-to-B Lead Generation Handbook MarketingSherpa’s 2008 Landing Page Handbook MarketingSherpa’s 5th Annual Business Technology Marketing Benchmark Guide 2008–09 MarketingSherpa’s 2008 Online Advertising Handbook + Benchmarks MarketingSherpa’s 2009 Social Media Marketing and PR: Benchmarks and Best Practices - COMING SOON Google Eye Tracking Study: How Searchers See & Click on Google Search Results • • • Direct Marketing Quantified: The Knowledge is in the Numbers Jump Start Your Marketing Brain: Scientific Advice & Practical Ideas U.S. Moms Social Media & Online Insights Report Business-to-business • • • • • • • • MarketingSherpa’s 5th Annual Business Technology Marketing Benchmark Guide 2008–09 MarketingSherpa’s How to Sell Good Marketing to Your CEO MarketingSherpa’s B-to-B Web Site Homepage Design Research Study MarketingSherpa B-to-B Lead Generation Handbook MarketingSherpa’s B-to-B Demand Generation Summit, San Francisco CA, September 23-25 2009 MarketingSherpa’s B-to-B Demand Generation Summit, Boston MA, October 4-6 2009 B2B Website Usability: Guidelines for Converting Business Users into Leads & Customers Email Newsletter Usability: 165 design guidelines for subscription interfaces & newsletter content based on user research Certification • • • • ME-001: Fundamentals of Online Testing ME-003: Landing Page Optimization for Subscriptions ME-004: Landing Page Optimization for Ecommerce ME-005: Email Marketing Certification Course Consumer Marketing • • • • • • • • • • MarketingSherpa’s How to Sell Good Marketing to Your CEO After 50: How the Baby Boom Will Redefine the Mature Market Why People Buy Things They Don’t Need Direct Marketing Quantified: The Knowledge is in the Numbers Marketing To American Latinos: 2 Volumes The Kids Market & The Great Tween Buying Machine Drilling Down Handbook: Turning Customer Data into Profits Trusted Advertising Methods & Ogilvy on Advertising Jump Start Your Marketing Brain: Scientific Advice & Practical Ideas U.S. Moms Social Media & Online Insights Report MarketingSherpa Members-Only Resource Kit Choose from the following SherpaStore resources: Content Marketing • • • • • • • • MarketingSherpa’s Marketing With Video Report: Online, TV & Mobile MarketingSherpa’s How to Sell Good Marketing to Your CEO MarketingSherpa’s Subscription Marketing Summit ‘09, New York City, May 3-5 2009 MarketingSherpa’s 2008 Online Advertising Handbook + Benchmarks ME-001: Fundamentals of Online Testing ME-003: Landing Page Optimization for Subscriptions. ME-004: Landing Page Optimization for Ecommerce U.S. Moms Social Media & Online Insights Report Copywriting • • • • • • • • MarketingSherpa’s Authors: How to Get Your Business Book Published, Newly Revised! Step-By-Step Copywriting Course, 4th Edition Copywriting to sell to CEOs, CFOs and CIOs Trusted Advertising Methods & Ogilvy on Advertising How-to Kit: Tweaking Your Site’s Copy to Get More Search Engine Traffic Words That Work: Copywriting to Sell to CEOs, CFOs & CIOs; Copywriting to Sell Entrepreneurs Teleseminar: Copywriting Tweaks to Maximize Your Search Engine Traffic Copywriting to Sell Entrepreneurs Email Marketing • • • • • • • • • • • • MarketingSherpa’s Email Summit ‘09, Miami FL, March 15-17 2009 MarketingSherpa’s Email Marketing Summit - Germany’09, Munich, May 12-13 2009 MarketingSherpa’s 2009 Email Marketing Benchmark Guide MarketingSherpa Webinar Training - Email @utoresponder Series - February 17, February 24, & March 3 2009 MarketingSherpa Webinar Training - Email @utoresponder Series - Welcome Autoresponders - February 17 2009 MarketingSherpa Webinar Training - Email @utoresponder Series - Triggered Emails - February 24 2009 MarketingSherpa Webinar Training - Email @utoresponder Series - Transactional Email - March 3 2009 MarketingSherpa’s How to Get Your Permission Email Past Filters - Handbook, 2 Audio CDs and Transcript of CDs MarketingSherpa’s Best Practices in Marketing with Email Newsletters ME-005: Email Marketing Certification Course Email Newsletter Usability:165 design guidelines for subscription interfaces & newsletter content based on user research Drilling Down Handbook: Turning Customer Data into Profits Ecommerce • • • • • • MarketingSherpa’s Marketing With Video Report: Online, TV & Mobile ME-004: Landing Page Optimization for Ecommerce Pricing Psychology Report 46 Ways to Raise Prices Drilling Down Handbook: Turning Customer Data into Profits U.S. Moms Social Media & Online Insights Report Market Research • • • • • MarketingExperiments’ Professional Certification Program MarketingExperiments’ Compendium: 24 ScientificallyProven tests to Increase Results Jump Start Your Marketing Brain: Scientific Advice & Practical Ideas Drilling Down Handbook: Turning Customer Data into Profits U.S. Moms Social Media & Online Insights Report PR & Fame • • • • • MarketingSherpa’s 2008 Landing Page Handbook Keeping the Wolves at Bay: A Media Training Manual Press Releases From Hell & How to Fix Them (Examples, Not Theory) 2nd Expanded Edition How to Create & Distribute Your Own Radio Talk Show for Fame & Profit U.S. Moms Social Media & Online Insights Report Search Marketing • • • • • • • MarketingSherpa’s Search Marketing Benchmark Guide 2009 Google Eye Tracking Study: How Searchers See & Click on Google Search Results Teleseminar: Copywriting Tweaks to Maximize Your Search Engine Traffic Drilling Down Handbook: Turning Customer Data into Profits How-to Kit: Tweaking Your Site’s Copy to Get More Search Engine Traffic Yahoo! (unofficial) Search Marketing Handbook MarketingSherpa’s B-to-B Web Site Homepage Design Research Study Web Site Technology • • • • • • • • • • • • • MarketingSherpa’s B-to-B Web Site Homepage Design Research Study MarketingSherpa’s Selling Online Subscriptions Summit ‘08 Transcript + Slides MarketingExperiments’ Landing Page Optimization Certification Workshop, Miami FL, March 14 2009 ME-001: Fundamentals of Online Testing ME-003: Landing Page Optimization for Subscriptions ME-004: Landing Page Optimization for Ecommerce ME-005: Email Marketing Certification Course Don’t Make Me Think: A Common Sense Approach to Web Usability Google Eye Tracking Study: How Searchers See & Click on Google Search Results New, Updated Search Engine Marketing Kit, v2.0 The Usability Kit The Web Design Business Kit, 2nd Edition B2B Website Usability:Guidelines for Converting Business Users into Leads & Customers MarketingSherpa Members-Only Resource Kit Members-Only Creative Samples Library 3238+ Creative Samples ready for you to swipe ideas from. Need ideas? Nothing’s worse than starting with a blank piece of paper (or empty computer screen) when you have to create new high-impact marketing creative. Use MarketingSherpa’s Creative Samples Library as your own personal Swipe File to get started. • Inspire your copywriters • Share with your graphic and Web design teams • Galvanize marketing brainstorming sessions • Hotlinks to real-life results of the campaigns the creative was made for - so you can tell how well it worked. • Especially useful for Web site, landing page, and email campaign re-design sessions Note: Yes, you can submit your own creative samples for MarketingSherpa’s Library so your work is visible to your fellow members. See our easy submission form online. Online Advertisement Banner Ad Rich Media/Video Search Ad Overlays Email, mobile, RSS, podcast Chat Blast (includes dedicated broadcast, sales alert) Transactional Email Newsletter Viral Email-for example send to a friend… eCard Autoresponder RSS Chat/IM/SMS Mobile SIG Desktop Application Podcast Web, ecommerce, & blog design/marketing Landing Page Home Page Product Page Order Form Microsite Sign Up/Registration Cart Blog Survey Screensaver Web Page: other Offline Brochure Flyer Catalog Direct Postal Mail Radio TV Trade Show Booth Logo/Packaging Out of Home: Press Release Marketing Reports, Results Report Other forms, charts, sheets, surveys MarketingSherpa Members-Only Resource Kit Article Archive Table of Contents B-to-B Marketing .................................................................... 10 General Advice...................................................................... 10 Sales Lead Generation.......................................................... 11 Sales Lead Generation - Trade Shows.................................. 13 Sales Lead Generation - White Papers & Webinars............ 14 Sales Lead Generation - Direct Mail & Fax.......................... 15 Sales Lead Generation - Telemarketing................................ 16 Business Technology Marketing............................................ 16 Business Services Marketing................................................ 18 Business Services Marketing - Marketing to Marketers...... 19 Marketing by Job Function/Industry..................................... 20 Marketing to Small Businesses............................................ 21 Ecommerce............................................................................ 22 Channel Marketing................................................................ 22 Sales Support & Collateral.................................................... 23 Consumer Marketing .............................................................. 23 General Advice...................................................................... 23 Ecommerce............................................................................ 24 Retail & Restaurant Marketing............................................. 28 Automotive............................................................................ 28 Consumer Electronics............................................................ 29 Consumer Packaged Goods................................................... 29 Entertainment & Sports Marketing...................................... 30 Financial Services Marketing................................................ 31 Health Marketing.................................................................. 32 NonProfit Fundraising............................................................ 33 Real Estate Marketing........................................................... 33 Travel & Hospitality Marketing............................................. 33 Loyalty................................................................................... 34 Consumer Demographic........................................................ 34 Consumer Demographic - Marketing to Women.................. 35 Consumer Demographic - Marketing to Kids, Tweens & Teens...................................................................................... 35 Online Publishing .................................................................... 36 Subscription Marketing Online............................................. 37 Advertising Sales Online....................................................... 40 Content Sales Online............................................................. 41 Marketing by Region .............................................................. 43 Marketing in Canada............................................................. 43 Marketing in the UK.............................................................. 43 Marketing in Regions outside the USA UK and Canada....... 43 Multinational Marketing....................................................... 43 Online Marketing..................................................................... 44 Email Marketing.................................................................... 45 Email Marketing - Email Newsletters & Sales Alerts.......... 47 Email Marketing - Email List Growth.................................... 50 Email Marketing - Email Design & Delivery.......................... 52 Email Marketing - Email Rented Lists................................... 53 Email Marketing - Email Laws.............................................. 54 Search Marketing.................................................................. 54 Web Site & Landing Page Design......................................... 56 Social Networking & Evangelism.......................................... 59 Viral Marketing...................................................................... 60 Affiliate Marketing................................................................ 61 Online Advertising (Banner Ads etc.).................................... 62 Alternatives (RSS, Mobile etc.)............................................. 64 Offline Marketing & Advertising........................................... 64 Integrated Campaigns........................................................... 65 Direct Mail & Fax.................................................................. 65 Broadcast Advertising (TV & Radio)...................................... 66 Print Advertising.................................................................... 66 Out of Home.......................................................................... 66 Telemarketing........................................................................ 67 Trade Shows.......................................................................... 67 PR, Fame & Communications ................................................ 68 General PR Tips..................................................................... 68 Blogging & Podcasting.......................................................... 69 PR & Search Marketing......................................................... 70 How to Pitch Marketing Journalists..................................... 70 How to Pitch Business Journalists........................................ 72 How to Pitch Technology Journalists.................................... 73 Skills ......................................................................................... 74 Copywriting........................................................................... 74 Branding................................................................................ 74 Market Research................................................................... 75 Marketing Metrics & Marketing Tests.................................. 76 Database Marketing.............................................................. 77 Media Buying........................................................................ 78 Marketing Law...................................................................... 78 Pricing.................................................................................... 78 Testimonials........................................................................... 78 Careers ...................................................................................... 78 How to Hire Marketers.......................................................... 79 Running a Marketing Consultancy........................................ 79 Selecting Vendors & Buyer’s Guides..................................... 79 MarketingSherpa Members-Only Resource Kit B-to-B Marketing General Advice Case StudyLeave ‘Em Laughing: How to Use TV Parody to Educate, Entertain, and Get Plenty of Leads Case StudyHow to Prep Your Staff for Corporate Rebranding Case StudyHow to Maximize Real-World Product Demos: 8 Strategies to Convert 40% More Leads Case StudyHow to Convert 11% More Prospects in Final 72 Hours of Buying Cycle Case StudyVideo + Humor + Viral = Lead-Gen Success for Data Backup Firm Case StudyHow an Email Newsletter to Ultra-Busy Execs Gets up to 73% Clickthroughs (Hint: No Articles) Case StudyHow to Get 35.8% More Downloads From Your Landing Page (& More Test Results from Monster) Case StudyHow to Create & Use an Audio Testimonial Library to Shorten Your Sales Cycle Case Study Coolest B-to-B Site Traffic Building Campaign of the Year (Includes Stealable Ideas) Case StudyHow GE Healthcare Gets Email Clickthrough Rates of 7%-10% (Includes Beautiful Creative Samples) Case StudyHow to Use Search Engines to Market Engineering Equipment (Without Paying a Cent to Google) Case StudyHow a 10-Year-Old Newsletter Generates Half a Mill in Sales With Every Issue Case Study Adding Audio to Your Business Web Site - Helps Sales Reps Maximize In-person Meeting Impact Case StudyHow to Integrate Branding into a Lead Generation Campaign (Useful Creative Samples Included) Case StudyHow to Impress C-Level Executives with Guerrilla Online Marketing (Includes Landing Page Test Results) Case StudyHow to Cut Through the Clutter & Impress Prospects with an Emailed Flash Commercial Case Study Email Alerts to Big Businesses vs Small Businesses - Metrics from Cintas Case StudyOakwood Uses Advanced Web & Email Tactics to Survive the Recession on a Smaller Marketing Budget Case StudyIndustrial Manufacturer Expands Nationally by Switching from Print Ads to Search Engine Marketing Case StudyHigh Tech Firm Tests 3 Banners to Reach CEOs Online Case StudyHow Grainger Gets 12% of Its $4.8 Billion Sales Online Case Study 5 Rules for Publishing an Email Newsletter That’s “Less Torture” Than Print Case StudyHow to Reach & Impress Big Business Purchasing Managers Online (6 Challenges to Beat) Case Study Reaching Fortune 1000 Sales Prospects Online Case StudyPaperExchange Gets Non-Tech Savvy Execs to Return to Its Online B-to-B Marketplace Frequently Case StudyPall Corporation Gets Double Digit Sales Growth to Forensic Scientists with Internet Game Campaign Case Study Action Conference Call Raises its Sales 500% Solely Through Search Engine Optimization Case Study Brownfields.com Grows Targeted Site Visitors with a Viral Contest (That Cost Only $275) Case Study eGreenCoffee.com Gets 200 Business Clients Around the World to Open Accounts in Less than 60 Days Case Study AssociationCentral.com Grabs Execs’ Attention During Their Morning Commutes Case Study Just-Auto.com Finds Serious Auto Executives Prefer Email Newsletters With a Jokey, Casual Tone How ToLead Generation Special Report: B-to-B Insights, Strategies & Tactics to Get More Leads – 22-Page Download How ToHow to Use Forums to Become a Thought Leader: 10 Steps to Make Your Brand Stand Out How ToSpecial - Click Now to Get Your Complimentary Copy of Sherpa’s 2008 Wisdom Report How ToHow to Collect Higher Impact Testimonials from Consulting Clients: 7 Practical Tips How ToSpecial Report: B-to-B Marketing in the UK - 3 Challenges & 5 Must-Know Strategies (Hint: Anglicize Everything) How ToSpecial Report: B-to-B Manufacturing -- 6 Industry Challenges + 9 Strategies to Reach Buyers How ToHow to Flesh Out Your B-to-B Sales Lead Database: Better House Lists in 7 Easy Steps How To Business-to-Business Loyalty Marketing –- How to Stop Your Most Profitable Accounts from Deserting How ToHow to Create Marketing Collateral B-to-B Prospects Love (Plus Get Your Sales Force to Use it Well) How ToSpecial Report: 5 Ways Business Marketers Should Prep for 4th Quarter Now How ToTop 3 Low-Cost, High-Impact B-to-B Online Marketing Tactics for the New Economy How ToSkyscraper Banners Get More Clicks How ToKey ROI Metrics B-to-B Marketers Should Use for Online Campaigns How ToTest Results from the 5th Biggest B-to-B Online Advertiser: Network Solutions How ToHow to Improve B-to-B Banner Clickthroughs How ToSPECIAL REPORT: Top 10 B-to-B Internet Marketing Tactics That Worked Best in 2000 How ToHow B-to-B Marketers Can Use Email Discussion Groups to Grow Sales and Increase Customer Loyalty How ToIDG’s Deb Goldstein Explains How to Rent a B-to-B Email List and How to Make it Perform Better for You How ToTop 5 Tips for Making Your Company’s VerticalNet and Thomas Register Listings More Successful 10 MarketingSherpa Members-Only Resource Kit How To B2B Marketers Don’t Always Make the Most of Online Ads How To Create a Site that Delights Business Executives How ToGot a CEO Who’s a Lousy Public Speaker? Best Recommendation InterviewHow to Market When a Crisis Strikes: 8 Strategies to Prep for Disaster Interview 10 Things You Should Know About Improving Your Agency’s Relationship - Tips & Horror Stories Interview Judith Remondi Explains How B-to-B Email Marketing Is Different from Direct Mail Marketing Interview Charlie Buchwalter VP AdRelevance Reveals 46% of B-to-B Banners are Good for Branding Only InterviewPopular B-to-B eMarketing Book Author Barry Silverstein’s Top Tips for Online Marketing Beginners InterviewThomas Baker, Sr. VP Marketing Work.com, on What Business People Really Want from B-to-B Portals InterviewHoovers’ VP Marketing Craig Lakey on Best (and Worst) Practices in B-to-B Online Marketing InterviewOnline Marketing Tips from Business.com’s Sr VP Marketing, Chris Hylen Interview Common Mistakes Big Companies Make When They Go Online InterviewShareMax’s Noelle Paschon on Using Fundamentals to Market to the Global 2000 InterviewHSR B-to-B ‘s Richard Segal on What Works for “Blue Chip” Companies Marketing Online Interview FolioZ’s Philip Mowris on B-to-B Email Marketing, Banners and Integrating Online and Offline Campaigns InterviewKristin Zhivago Part II: How to Hire B-to-B Net Marketers; and, The Wireless Future InterviewKristin Zhivago Reveals What Businesses are Doing Right -- and What They Are Doing Very, Very Wrong InterviewVerticalNet Marketers Reveal Market Research, Integrated Marketing and Storefront Success Tips Interview Jim Caruso of WirelessVertical.com Tells How They Went from Zero to Light Speed in Only 30 Days InterviewTargeting B-to-B News Junkies: Experient Technologies InterviewWashington News Bureau’s Lane F. Cooper on B-to-B Consultative Marketing ArticleSpecial Report: Marketing During an Economic Downturn - New Data & Key Insights ArticleSpecial Report: Marketing During a Downturn, Part 2: 24 Real-Life Strategies Marketers Are Using to Handle the Slump ArticleSpecial Report: How To Defend Your ’09 Marketing Budget, Part I: 5 Preparatory Tactics ArticleSpecial Report: How To Defend Your Marketing Budget, Part II: Meeting Tips + Challenging Scenarios ArticleNew Chart: What Are Top Priorities for Marketers at Biggest B2B Organizations in 2009? ArticleNew Chart: B2B Marketers’ Priorities for 2009: Part 2 ArticleNew Survey Data: B2B Marketers’ Priorities and Pain Points for 2009 ArticleNew Chart: Spending in Recessionary Economy: Travel, Contracts, Staff to Take Hits BtoB Marketing - General Advice ArticlePodcast: New Survey Results Reveal Budget Tactics for Economic Downturn ArticlePlease Take Our Survey: Impact of Today’s Economy on Marketing ArticleSpecial Report: Marketing During a Downturn, Part 2: 24 Real-Life Strategies Marketers Are Using to Handle the Slump Article Call for Speakers: MarketingSherpa’s B-to-B Demand Generation Summit Seeks Presenters ArticleSpecial Report: Marketing During an Economic Downturn - New Data & Key Insights ArticleWhite Papers vs Webcasts: What Prospects Prefer - New Data ArticleNew Research Data: What Content Do B-to-B Customers, Prospects Yearn to Read? ArticleStudy Data: Best & Worst Marketing Channels to Influence Business Purchasing Decisions ArticleSurvey Results: If Your CEO Gave You $50,000, What Marketing Tactics Would You Spend it On? ArticleSurvey - 729 B-to-B Marketers Reveal 2003 Results & Plans: Email & PR are Winners; Rented Lists Lose Article Big Business Employees May Not Receive HTML Email ArticleWhy You Should Do Different Email Blasts for Different Industries -- Even If Your Offer is the Same B-to-B Marketing Sales Lead Generation Case StudyGet 1,400% ROI: 7 Steps to Integrate Unusual Theme, Gifts, Personalized Emails Case StudyGenerate Leads with Social Media Strategy: 6 Steps to Fill Up Sales Funnel Case StudyHow a Consultant Uses Content to Create New Revenue Stream: 4 Tactics Case StudyLeave ‘Em Laughing: How to Use TV Parody to Educate, Entertain, and Get Plenty of Leads Case StudyHow to Use Wikipedia Entries for Lead Gen - 6 Steps to 18% Higher Conversion Rate Case StudyHow to Incentivize Top Prospects: 6 Steps to Lift Conversions 20% Case StudyHow to Add Widgets to Streamline Lead Generation - 4 Steps & Test Results 11 MarketingSherpa Members-Only Resource Kit Case StudyHow to Target a Tech-Savvy, Marketing-Averse Audience - 5 Steps Case StudyHow to Launch a Service With No Ad Budget: 5 Steps to Grow Leads With Email & Blogs Case StudyHow to Launch a Lead-Gen Campaign on a Tiny Budget: 7 Steps for Using Blogs & Social Media Case StudySEO Tactics to Quadruple Lead Gen - Link-Building, Keyword Targeting & Landing Page Tests Case StudyHow Self-Service Price Quote Converts 48% of Prospects Into Qualified Leads Case StudyHow to Use Online Calculators for Lead Generation & Quadruple Conversion Rates Case StudyHow to Qualify Leads With Targeted Online Surveys Case StudyHow Targeted DM & Web Promo Built Buzz at Trade Show (and Doubled Customer Base) Case StudyHow SAP Took Local Approach to Global Level for SMB Lead Generation Case StudyHow Hoover’s Keeps Leads Hot: 5-1 ROI Test Results Case StudyHow to Convert 11% More Prospects in Final 72 Hours of Buying Cycle Case StudyDouble Your Qualified Leads: 4 Steps to a New Registration System Case StudyVideo + Humor + Viral = Lead-Gen Success for Data Backup Firm Case StudyHow to Convince Prospects Your Offering Beats the Competition Hands Down --- Clever Flash Ads Case StudyHow to Improve Your Channel Partners’ Lead Generation Campaigns (Vastly) -- Lessons From Cisco Case StudyHow to Lower Costs for Leads Generated via Google Search Ads (PPC) Case StudyHow to Swipe Accounts From Competitors After M&As -- 5 Marketing Prep Steps Case Study Emailed Video Hotlink Helps Sales Reps Land (Big) New Accounts Case Study Must-Read Results From Online Lead Generation Campaign Tests -- Which Banners, Landing Pages & Forms Work Best Case Study Can You Generate Qualified Senior Exec Sales Leads With Giveaway Offers Cost-Effectively? Case Study Can Virtual B-to-B Marketers Work Better Than an In-House Marketing Team? 3 Stealable Campaigns Case StudyGreat Email Follow-Ups to Qualify New Leads Case StudyHow to Generate 1,000 A+ Qualified Leads in Six Months by Mixing Online Plus Offline (On a Budget) Case StudyTwo-Minute Explainer Online Presentation Turns Confused Prospects into Eager Leads Case Study Multiply Lead Gen Campaign Responses by Prepopulating Your Online Registration Forms Case StudyLead Generation Site Redesign: How to Get More Big Company Execs to Call You Case StudyOnline Marketing to CFOs of Multibillion Dollar Companies Case Study Relentless Lead Qualification - How to Do It & How to Track Results Properly Case StudyHow to Generate New Sales Leads with a Email Campaigns to a Third-Party Lists Case Study Create-Your-Own-Brochure Program Lures High-Quality Leads (Idea Worth Stealing) Case StudyHow to Create Online Demos That Technical Prospects Love Case StudyHow to Combine Lead Generation, Search Engine Optimization, and PR in a Single Low-cost Campaign Case StudyHow Primavera Turned Boring Brand Ads to Must-Respond Lead Gen Campaigns Case Study 5 Best Practices to Create a High-impact Sales Lead Generation Web Site Case StudyInteractive Registration Form Gets 300% More Completions Than Regular Sales Lead Forms Case StudyHow to Turn a Popular Viral Campaign into a Sales Lead Generation Machine Case Study B-to-B Direct Mail Campaign Gets 7.5% Response Case StudyTwo-Step Landing Page Gets More Leads Than Single-Page -- Involve Prospects to Raise Responses Case StudyHow to Impress C-Level Executives with Guerrilla Online Marketing (Includes Landing Page Test Results) Case StudyHow to Use Site Chat to Generate Sales Leads: 4 Best Practices & Test Results Case StudyHow Tweaking a Business Web Site’s Design Can Increase the Sales Leads it Generates by 60% Case StudyHow to Create a Series of Automated Follow-Up Emails to Convert Average Sales Leads into Hot Leads Case Study Buyer’s Kit Offer Generates 5,000+ Sales Leads (Works Better Than White Paper or Webinar Offers) Case Study Cost-Estimator Spreadsheet Offer Turns Business Shoppers Online into Buyers Case Study Clever Pre-Show Direct Mail and Web Campaign Generates Solid Leads Case Study Email Marketing + Online Quiz Convert Business Execs into Eager Sales Prospects Case Study Xerox Tests Three Online Sales Lead Generation Tactics -- Sweeps vs. Game vs. Product Info Case StudyViral Marketing Danger: Online Survey to Gather Sales Leads Gets Out of Control Case StudyHow to Get Sales Prospects to Return to Your Site Again and Again and Again -- Try a Treasure Hunt Case StudySales Lead Generation Email Test -- Do Short Registration Forms Really Work Better Than Long Forms? Case Study Failure! 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How to Impress Reporters at CIO Insight InterviewHow to Get on TechTV InterviewHow to be Featured in a Baseline IT Case Study 73 MarketingSherpa Members-Only Resource Kit InterviewHow to Plant a Story About Your Product or Service in BYTE.com InterviewHow High-Tech Companies Can Get Covered in the Chicago Tribune InterviewHow to Plant a Story in iSource Magazine InterviewHow to Get Your Tech News Covered in The Washington Post InterviewHow to Pitch Your Story to the Newly Revamped eWEEK InterviewHow to Pitch Your Story to WSJ’s Walter Mossberg InterviewHow to Be Featured in Optimize Magazine InterviewHow to Get Covered in the Toronto Star’s Business & Technology Section InterviewHow to Get Mentioned in San Jose Mercury News Biz Section InterviewHow to Get Leonard Fischer, Tech Editor, Gannett News Service to Write About You InterviewHow to Pitch CRN Magazine (Formerly Computer Reseller News) InterviewHow to Get Mentioned in Intelligent Enterprise Magazine InterviewHow to Be Featured in InformationWeek InterviewHow to Influence VARBusiness’s 107,000 Readers Interview Journalist Profile: Tips on Getting Covered in CIO Magazine Interview Journalist Profile: How to Get Covered in Wired News ArticlePR Interview: How to Pitch a Tech Product to PC Magazine Article FAME: Get Famous in Catchpole’s Weekly Newsletter ArticleTop 3 Online PR Mistakes B-to-B High Tech Companies Often Make Skills Copywriting Case StudyHow to Fix Your Marketing Messaging to Nip Common Sales Objections in the Bud Case StudyHow to Improve Direct Mail Responses by Surveying Prospects Before You Start Copywriting How To 12 Top Email Copywriting Tips to Raise Funds: Hint – Try YouTube How ToHigh-impact Email Newsletter Writing Part II: How to Use Strong Bold Words in Your Intro How ToHigh-impact Email Writing Part I: Useful Lists of Short Words, Strong Verbs, and Blah Words How ToHow to Persuade People to Join Your Email List: 7 Copywriting Samples You Should Steal Ideas From Skills Branding Case StudyHow to Prep Your Staff for Corporate Rebranding Case StudySun Microsystems Tests High-Impact Brand Revival Campaigns Online: 3 Broken Rules Case Study Reality Marketing Story Part II: Four Lessons on Branding, Logo Creation, and PR Case StudyHow Pitney Bowes Targeted C-Level Execs in its Successful Re-branding Campaign Case StudyHow to Integrate Branding into a Lead Generation Campaign (Useful Creative Samples Included) Case Study Co-op Marketing Campaign Generates 4,258 High-Quality Leads: Webcast vs Sweeps Offer Test Results Case StudyHow Jacob’s Creek Winery Used Screen Savers to Boost Brand Awareness and Retention -- 11 Tips Case StudyHow GM Goodwrench Uses an Advertising Extranet to Help Dealerships Stick to Approved Branding Case StudyHow to Influence CEOs with an Online TV Show (It’s Cheaper & More Effective Than You Think) Case StudySingapore Airlines Tests Viral eCard Campaign Case Study Bombay Sapphire Tests Online Brand Building Case StudyOcean Surfing CD ROM Builds Brand Awareness (and Sales) for Toes on the Nose Case StudyHow Scoot Increased Brand Awareness, and Encouraged New Users AND Advertisers with a Single Campaign Case StudyHow IBM.com Successfully Rebranded Itself for the Small Business Marketplace Case StudyTargeting the ‘Lads’ Online with Controversial Creative: Breathe.com’s Blow Up Doll How ToHow to Practice Defensive Branding: 6 Key Factors to Build Credibility, Swat Bad Buzz How ToLead Gen with Facebook, LinkedIn, Twitter and Blogging - 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Copywriting, Media Buying, B-to-B , Branding & PR How ToWhen an Email Spammer Uses Your Brand Name: How to Salvage Your Reputation (& Stay Off Blacklists) Interview JetBlue Airways’ VP Marketing Reveals Her Five Budget Marketing Lessons InterviewTurning Hawaii’s Beloved Mauna Loa Nut Brand from a Money-Loser into a Profit Center InterviewDunkin’ Donuts Brand Marketing Tips and Partnership Tactics Interview Charlie Buchwalter VP AdRelevance Reveals 46% of B-to-B Banners are Good for Branding Only Interview B2BWorks’ VP Marketing Karen Breen Vogel on View-Throughs, Branding Online and Business Sales Cycles ArticleNew Chart: Hard Times Are Prime Time to Build Brand Awareness, Trust Article Branding Strategies - 4 Factors to Get More From Online Ads Article CAN-SPAM Study Results: Brand Marketers Change Tactics as Spammers Scoff at the Law ArticleProtecting Your Brand Name Against Outside Spammers May Be Impossible ArticleNew Chart: Two Shifts Speed Up in Bad Economy - From Offline and Brand to Online and Direct Tactics Skills Market Research Case StudyHow to Conduct an Interactive Survey & Turn the Results into Must-Attend Webcast Content Case StudyHow to Run an Online Focus Group to Discover What Business Prospects Really Want (+ Tips on Launching an Ecommerce Web Site) Case Study Can Direct Response TV Commercials Work Online? 77% of Viewers Vote Yes Case StudyHow to Improve Direct Mail Responses by Surveying Prospects Before You Start Copywriting Case StudyHow to Recruit an Online Panel of Fashion Influencers for Year-Round Market Research (At Low Cost) Case StudyHow Can You Turn Web Site Metrics Data Into Truly Useful Info? 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ArticleSurvey - 729 B-to-B Marketers Reveal 2003 Results & Plans: Email & PR are Winners; Rented Lists Lose ArticleNew Chart: Special Primer on How to Find the Most Common Survey Flaws Skills Marketing Metrics & Marketing Tests Case StudyHow to Create a Series of Automated Follow-Up Emails to Convert Average Sales Leads into Hot Leads Case Study Are First Time Visitors Confused by Your Site Navigation? 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Plus Seven Danger Signs of Dud Vendors How To MarketingSherpa’s Quick Buyer’s Guide to the Top 10 Rich Media Providers 79 MarketingSherpa Members-Only Resource Kit Useful MarketingSherpa Membership Contacts: • Membership Customer Service Monday-Friday 9am-5pm ET [email protected] or call (877) 512-2765 or outside the US call (401) 289-2602 • • • Group Membership Inquiries & Discounts Hope Hopkins, Producer, [email protected] MEMBER LIBARIAN - for help finding things on the site Erin Donovan, [email protected] Feedback and suggestions - for Membership Resource Improvements Hope Hopkins, Producer, [email protected] About MarketingSherpa MarketingSherpa LLC is a research firm publishing Case Studies, benchmark data, and how-to information read by hundreds of thousands of advertising, marketing and PR professionals every week. Praised by The Economist, Harvard Business School’s Working Knowledge Site, and Entrepreneur.com, MarketingSherpa is distinguished by offering practical, resultsbased marketing information researched and written by a staff of in-house reporters. MarketingSherpa’s publications, available at www.MarketingSherpa.com, include: • 880+ Case Studies on marketing from Agilent Technologies to Xerox, searchable by company or topic. • Annual Benchmark Guides featuring primary research and collected “best of” secondary research on statistics related to search marketing, email marketing, ecommerce and business technology marketing. MarketingSherpa Newsletters Visitors to MarketingSherpa.com may sign up for their choice of nine newsletters, including: specific Case Studies for business-to-business and business-to-consumer marketers, emailfocused Studies and Career Climber – the best way to find a great marketer or a great marketing job. MarketingSherpa Summits MarketingSherpa also hosts annual Summits. This year’s include: • MarketingExperiments’ Landing Page Optimization Certification Workshop, Miami FL March 14 2009 • MarketingSherpa’s Email Summit ‘09, Miami FL, March 15-17 2009 • MarketingSherpa’s Subscription Marketing Summit ‘09, New York City, May 3-5 2009 • MarketingSherpa’s Email Marketing Summit - Germany’09, Munich, May 12-13 2009 • MarketingSherpa’s B-to-B Demand Generation Summit, San Francisco CA, September 23-25 2009 • MarketingSherpa’s B-to-B Demand Generation Summit, Boston MA, October 4-6 2009 80
