MarketingSherpa

6 Tips to Optimize Your Viral Marketing Programs
January 17, 2008

Viral marketing, if used properly, can be a highly effective and cost-efficient tool in your marketing mix. A viral idea or content has greater impact and more credibility when it comes from a friend, and by transferring the work of distribution to consumers themselves, you minimize costs - significantly improving your marketing ROI.

Five Answers About the State of Web Globalization
November 7, 2007

Thousands of companies, from Amazon to IBM to Yahoo!, have translated and localized their Web sites for audiences around the world, a process referred to as Web globalization. Now it’s not just for large multinational corporations anymore, with companies of all sizes trying to capitalize on the Internet and expand beyond their current borders, often into new cultural groups, according to a recent report entitled, Website Globalization Report 2007: 1,939 Multinational & International Marketers Reveal Tactics on Translating Content & Best Practices, put out by Warren, R.I.–based MarketingSherpa, a research firm specializing in tracking what works in all aspects of marketing, and San Diego–based

Four E-mail Opportunities You Could Be Missing
March 7, 2007

Few direct marketing channels are as challenging to navigate as e-mail, with its awkward dance between marketers, e-mail service providers (ESPs), ISPs, corporate IT departments and end-users. Your success is based on an ever-changing list of best practices that boil down to one overarching principle: Do everything possible to ensure your e-mail will not be detested by anyone in the receiving audience. Since, of course, campaign execution is far more complicated than this, let’s try to pin down a few of the best practices that current research shows are vital to reaching your e-mail marketing goals. Anne Holland, president and founder of MarketingSherpa, a Warren,

What’s a Lead?
November 1, 2006

A recent report by Aberdeen Group, Sales Effectiveness: Helping Sales Sell, concludes: “The number one issue for most CEOs and marketers is lead generation—getting more leads to their sales team.” The number one desire for salespeople, however, is more selling time with sales-ready opportunities. You must realize that the extreme time pressure salespeople face—especially those with a complex sale—requires them to ignore what is not immediately relevant and highly likely to produce revenue. Why? They are not paid to do anything else. And that makes quality more important than quantity to them. If you are in marketing, are you currently sending your sales team

E-commerce Link: Mutual Benefit, Revisited
September 1, 2006

In my June 2006 column, “Mutual Benefit,” I introduced the concept of online cooperative marketing partnerships. This is an arrangement between two non-competitive companies to actively promote each other’s products and services to their customer bases. These partnerships offer a great opportunity to grow your customer file and strengthen your brand for very little money out of pocket. Now, let’s look at six steps to get a cooperative marketing partnership deal started. Step #1: Compile the assets you have to barter with. Every company communicates with its customers differently. Take a step back and look at your organization. What customer touchpoints can you leverage for these efforts?

Make Your New Year's E-mail Resolutions
January 1, 2003

Resolution #1: It's Time to Track Your Results By Regina Brady At the end of 2001 my crystal ball told me the economy would start to pick up during the first half of 2002, and that by the end of the year, marketers would enjoy resurgence in business. These days, I use that crystal ball as a paperweight. Now it's another new year. Times are tough. You've had to figure out how to do more with fewer resources. It's a challenge, but with creativity and focus you can find some bright lights on the current, murky landscape. Many marketers have spent the last

It's Time to Track Your E-mail Campaign Results
January 1, 2003

By Regina Brady At the end of 2001 my crystal ball told me the economy would start to pick up during the first half of 2002, and that by the end of the year, marketers would enjoy resurgence in business. These days, I use that crystal ball as a paperweight. Now it's another new year. Times are tough. You've had to figure out how to do more with fewer resources. It's a challenge, but with creativity and focus you can find some bright lights on the current, murky landscape. Many marketers have spent the last couple of years building better Web sites with