Marketing Articles About Case Studies Search Results

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2. MarketingSherpa Seeks Case Study speakers for 2009 B2B Demand Generation Summits. If you have a great B2B story to tell, think about sharing it with other B2B marketers at MarketingSherpa’s 6th Annual B2B Demand Generation Summit 2009. MarketingSherpa is looking for speakers for the events which will be held September 23-25... (04/24/09 09:00 AM)

3. Virgin's socially good businesses. Virgin offers a great case study of a company that's seeking ways to align inputs and outputs with social good to create both competitive and societal advantage. They're making an active effort to not only run more sustainable businesses, but... (02/09/09 09:00 PM)

4. 9 Guerrilla Marketing Answers. A few weeks ago I was on an Austin Technology Council panel for the topic of Guerilla Marketing (YouTube Videos here). I’ve always loved Guerrilla marketing, and wrote a book on Guerrilla and Word of Mouth Marketing in 1997 with foreword from Jay Conrad Levinson, the "father" of Guerilla Marketing. I also have this unpublished book of 193 Clever marketing ideas ... I’m not going to do anything with it, so I posted it to Scribd for people to read for free. I made a few notes to answer the questions the moderator was going to ask for the panel. I’m on a long flight back from London right now...a good time to expand these notes and publish them... 1. What criteria do you use to choose where to spend marketing dollars for new technology companies? Start with sales first. You need very little marketing in the beginning. They are the most productive form of research and recon for the market, because they're selling at the same time, adapting the message and learning what works. From this intelligence you build your foundation for the marketing plan and priorities. The bulls eye spend is on establishing outside credibility, typically through press and case studies. Also identify the customer objections from the sales team and work on overcoming those first. Finally, build and leverage partnerships. Leverage their spend and be associated with brands that are larger and more credible than yours (for now!). 2. What is the most efficient way to get... (04/21/08 09:01 AM)

5. Learn Word of Mouth Marketing -- WOMM-U, May 8-9. This year the Word of Mouth Marketing Association is doing something completely different (disclosure: I'm on the board). It will be WOMM-U (Word of Mouth Marketing University), the first training-based conference full of case studies, operational cookbooks, and practical advice to make Word of Mouth Marketing work in your organization. The tracks will include topics on Managing a blog program Activating WOM in Social Networks Building a Sustained WOM Program Measurement: The ROI of Fans Selling into the CEO ...and much more. Keynote presenters includes my friend Joseph Jaffe (author of "Join the Conversation") and Jeffrey Graham, who leads research for NYTimes. Join me at this unique conference, May 8, 9 in Miami. Register here. (02/28/08 09:01 PM)

6. Review of The New Influencers. I just finished reading The New Influencers by Paul Gillin. The book is best summarized by Seth Godin's quote on the cover: This is essential reading for anyone who missed the blogging train when it left the station. The book gave a good overview of the market dynamics, current state, and principles of blogging. I enjoyed the case studies, examples, statistics and stories. I'd suggest this book for any manager or senior executive who doesn't get social media. It is probably too basic for those in this space, but the stories and statistics are helpful references.... (06/24/07 09:01 PM)

7. Search marketing works for B2B, too.. Thanks to a reader, I learned that there was a 'B2B Case Study' session at the recent Search Engine Strategies conference in San Francisco. The article reviewing the session, titled, Search marketing works for B2B, too, starts with this gem:
   
   "Most people assume search marketing works only to reach consumers, but it's actually quite effective for businesses wishing to connect with other businesses, as well."
   
   Um, I'd counter that SEM is more effective for B2B, but I think this comment just shows the lack of knowledge of the author--obviously B2B is off the charts for some folks. The article throws up comments about basic SEM for B2B but this bit is probably of interest B2Blog readers:
   
   

   "Rick Brown, President of NetTrack closed out the session with a discussion of the effectiveness of paid inclusion in vertical aggregator sites like ThomasNet, GlobalSpec and Industrial Quick Search. Brown articulated his endorsement of such aggregators cautiously, saying that they can bring in relevant traffic as well as provide valuable links to a company's homepage but that many of the metrics such websites use to promote their services (such as "reach," "page views," and "brand activity") don't have much impact on a client's bottom line.
   
   He also noted that the value of the links from content aggregators is highest when the landing page can be controlled and there is a one to one relationship between the product category being searched and the landing page on a firm's website. Brown suggested than firms who invest in paid inclusion on a vertical aggregator site have their own analytics like ClickTracks to determine the value of the traffic coming in from sites like Industrial Quick Search. "

   
   Um, get an analytics program? Duh. What most B2B folks don't do is actually look at the data and ponder its meaning.
   
   One thing that Rick Brown said that is innovative, is that he proposes a 1-to-1 relationship between the seller's landing page and the product categories on the directories. I've opined before that part of the problem with directories is that once the user clicks-thru, they have to start their search over again.
   
   BTW: A rather interesting post by Marketing Headhunter Harry Joiner about a SEO specialist looking for a new job. Key fact: $125-150K pay for specialists at SEO agencies. Wow! (08/28/06 09:03 PM)