Tag Archives: marketing team

How Dangers of Marketing Metrics Dependency

When it comes to marketing, the same can be said for your attitude toward analytics. As a CMO, cultivating a data-driven marketing team can drive more insightful marketing decision-making and thus, better results. But an over-emphasis on metrics can actually lead to the opposite.

But wait … is this even a problem for CMOs and their marketing teams? If you look at all the data out there, it seems like the biggest problem that exists with the current state of marketing analytics stems from a lack of marketing analytics implementation, not an over-dependency. Click here to read more…

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Case Study on Papa John's Pizza

Everybody loves pizza. The key is to get them to talk about it. And, more importantly, to get them to talk about MGH’s client Papa John’s Pizza. To help accomplish this goal, our social media marketing team developed “Pass the Pie,” a social media-based sweepstakes designed to drive consumer conversation online and develop a stronger social media presence for Papa John’s in several key markets.

The Pass the Pie sweepstakes provided residents in these markets with the chance to win a year’s worth of free pizza, in exchange for spreading Papa John’s-related information to their online social circles. Unique to this sweepstakes, entrants were asked to forward Papa John’s information to their Twitter and/or Facebook friends as part of the entry process. Click here to read more…

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Case Study on Dun & Bradstreet

Dun & Bradstreet (D&B) U.K. take the risk out of driving event attendance with Eloqua A sweeping financial crisis is difficult for any company – but when you’re in the business of helping companies research the financial stability and credit worthiness of other organisations in order to mitigate business risk – the challenges are amplified. Following customer feedback and with the aim of providing confidence and a positive customer experience in times of economic instability D&B decided to act.

Case Study on Dun & Bradstreet

After listening to their customers, the marketing team concluded that a highly targeted webinar focused on the topic of risk mitigation, aligned with a well-respected brand, was the best campaign strategy. However, the marketers at D&B had a short timetable, so they needed to leverage internal resources and use tools they had at their disposal to develop the campaign. Click here to read more…

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Case Study for Equilar

Challenges: Equilar, the leading provider of executive compensation data and research, needed to provide qualified leads to their sales teams and track the percentage of new subscription leads. Further, they required a way to implement more effective campaigns, increase email click-through rates, and easily perform A/B testing of their campaig..





Solution: The implementation of Marketo allowed Equilar to deploy a total lead tracking system in Salesforce.com. As a result, Marketo and Salesforce.com seamlessly route each lead to its correct territory, enabling Equilar to see each lead’s sales stage, marketing campaign influences, lead source, and revenue generated. In addition, the marketing team can generate reports by industry, job title, salesperson, and other options. Keep reading

Case Study on Process Automation Through Innovation

Business Problem: Based upon seasonality and popular local events throughout the United States, our client’s regional marketing teams conduct “Local Promotions” which appear on their product packaging. These promotions would only appear on products distributed to the specific regional market. These local promotions, initiated by the regional marketing team have to move through a lengthy and complex approval process, be reviewed by multiple departments and finally reach producing plants in the local region. Click here to read more…





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Dairy Queen Uses Social Incentives To Sell A Million Blizzards

Using targeted consumer incentives, American Dairy Queen Corp. (ADQ), which franchises the Dairy Queen quick-serve restaurant chain, was able to massively grow its customer fan club and encourage customer loyalty over the long term. The company had found success over the years in building its Blizzard Fan Club, in which program members receive emailed special offers, discounts, and news.
But while the club had grown to 2.8 million members, the company’s marketing team saw an opportunity for greater growth, not only in membership but in the level of engagement from those who were already part of the program.
Working with the email service Silverpop Engage and the digital marketing agency space150, ADQ developed a campaign designed to increase the number of coupons printed via email by fan club members by 300,000, as well as grow the number of fans by 300,000 overall.
“We sat down with our art directors, designers, and copywriters to determine how we can make that technology work,” says Kristin Olson, media planner for space150.
Sent out were emails offering those who signed up for the Blizzard Fan Club the option to post a buy-one-get-one-free coupon on their Facebook pages using Silverpop’s Share-to-Social feature. The coupons were offered for the month of July—a first for the company, which usually saves such offers for the cooler months, when business is slower.
To ensure the coupons went viral, ADQ offered free ice cream for a year to the individual who got the most friends to sign up and made a promotion for five other participants chosen at random.

[youtube http://www.youtube.com/watch?v=EPI6ef29CDE&w=420&h=315]

CerviLenz: A B2B Social Media Case Study

Objective: Cervilenz Inc. is the manufacturer and distributor of CerviLenz®, an innovative medical device used to help obstetricians, nurse-midwives and Labor & Delivery nurses assess and monitor women with signs or symptoms of preterm labor. In May of 2010, CerviLenz premiered to the medical community after almost two-years of research and development.

Given the high value of each prospective customer – a single hospital or medical practice could potentially have a need for hundreds of the disposable one-time-use devices each month – the Cervilenz Inc. marketing team wanted to explore inventive ways to raise awareness and interest among their exclusively business-to-business (B2B) target customers and complement their exhibitions at industry conferences and new marketing collateral. Click here to read more…

Case Study on Consumer Preferences

The founder of a popular regional chain of hotels and resorts in southern India wanted to find out about customer preferences where his group’s hotels were concerned and about the factors that influence customer preference for a particular hotel. Toward this end, he had a meeting with this senior management team. The marketing team conducted a pilot study and came back with its recommendations. Click here to read more…

Case Study on Consumer Preferences

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