CASE STUDIES

#1. How Pay-Per-Article Option Tripled Revenue for Subscription Site

SUMMARY: Publishers with premium content can find other ways to supplement their subscription revenues. One approach is to target users who may not want or need annual or monthly access.

A business information publisher created an online store to sell individual documents from its database. Includes search marketing, a blog and easy-to-use interface to market the sitethat have helped double traffic and triple revenue.
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(Open access until March 27th)

RESEARCH

#2. New Data: How to Maximize Impact of Email Newsletter Ads - 4 Takeaways on Ad Recall, Forwards & More

SUMMARY: Ads in third-party newsletters can generate plenty of leads. But you should focus on an ad campaign's longer- term effect -- not simply immediate clicks.

A new study by a professional association offers 4 takeaways for marketers wanting to maximize the impact from enewsletter ad campaigns. Among the findings: trust and believability go much further than tantalizing incentives.
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(Open access until March 26th)

HOW-TO & INTERVIEWS

#3. How a Simple Text-Only Email Converted Dead Leads Into 36% More Customers

SUMMARY: Every marketer wishes they had a better conversion rate with prospects, but a few good leads always end up in a dead file.

See how a marketing team targeted their dead lead file with a simple text-only email campaign that signed up 36.3% more customers.
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(Open access until March 25th)

#4. How to Use Personas to Lift Revenue 500% in 7 Easy-to-Follow Steps

SUMMARY: Imagine if you could promote your products or services to only three types of people. It would make marketing so much more focused.

With personas, you can do that. See how one marketer narrowed his customers into three distinct profiles and saw results, including a 500% revenue increase in products sold in one major category.
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(Open access until March 26th)

#5. How to Build an Online Street Team to Create Viral Buzz

SUMMARY: The sooner your devoted customers know about your new product the better. And "leaking" exclusive news to your biggest fans can quickly spread the word virally.

Leveraging recommendations from these brand advocates to create buzz can also give you tons of new market research. Here's how to build your own online street team.
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(Open access until March 25th)

#6. PR Interview: How to 'Help a Reporter Out' & Get Some Fame

SUMMARY: Are you an expert in something ... anything really? Or are you a PR professional looking to get a client's name out there? If you are, Peter Shankman needs your help with his Facebook group and a new site he has started called "If I Can Help a Reporter Out, I Will." Through these, Shankman links reporters to sources on a variety of topics. Find out what specialties he's looking for.
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(Open access until March 28th)

#7. Fame: New York BMA's 2008 ACE Awards

The 2008 ACE Awards honor top-of-the-line creative in business-to-business communications. Don't let the fact that the competition is organized by the BMA of New York City prevent you from entering. The awards are well-known and respected throughout the US. Join last year's distinguished victors, such as Ogilvy and Mobium, by entering in numerous categories, including video, print and online advertising. So, are there any aces of spades out there?
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(Deadline April 4th)

INTERACT

#8. SherpaBlog: Is Free Content Truly the Best? 4 Real-Life Lessons All Marketers & Media Execs Should Be Aware Of

The "should all content be free?" bandwagon has come around again, this time kick started by a Wired magazine cover article based on a forthcoming book by editor Chris Anderson.

The timing is kinda weird. Back when this idea was initially red-hot, the economy was, too. That way, happily bedazzled advertisers would foot the bill for all that content. The last time the economy and ad revenues were tanking in 2001-2002, however, paid content was all the rage. Otherwise, much more of the Web would have gone out of business....
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(Open access=permanent)

#9. Call for Speakers: MarketingSherpa's B-to-B Demand Generation Summit Seeks Presenters

More than 550 marketers will gather in October for Sherpa's 5th annual B-to-B Demand Generation Summit. If you want to be one of the speakers, now's your chance.

We are especially looking for B-to-B marketers who can share their own experiences, campaign war stories and lessons learned. Past speakers include marketers from Unisys, Oracle, Adobe and Novell. Nominate yourself, a boss or a client.
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(Deadline April 11th)

#10. Help Wanteds: 53 New Jobs & 5 Seekers Available

The past week's new posts including Amazon, Microsoft & NBC. Plus, learn how to post your own opening.
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(Complimentary service)

#11. Book Offer: 'Marketing That Matters: 10 Practices to Profit Your Business and Change the World'

Here's an in-the-trenches guide to building a socially responsible business -- a how-to handbook for anyone who wants to make a difference by linking your organization's core values with worth.

Authors Chip Conley and Eric Friedenwald-Fishman live what they espouse in 'Marketing That Matters.' They focus on defining your company's "mission" and goals while paying plenty of attention to action steps for creating tactics and techniques that can benefit your company and, perhaps, change the world.

The book outlines 10 strategies that serve this dual purpose -- enhancing your company while also making social responsibility a core element in your marketing strategies. The authors provide plenty of real-life examples that show how successful brands like General Mills and Patagonia have used similar tactics.

Conley and Friedenwald-Fishman use no jargon and write in simple sentences. Even though they wrote independently, they come across as a single voice. The book includes a lengthy reference list, plenty of charts, graphs, tables, and subheads to break up the text, section headings in bold, and key words in italics. The authors donated five copies for Sherpa to give away.
Toss your name into the hat here to try for one.
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(Ends 03/30/08)

+ Last week's book offer: These five lucky marketers will get their own copies of 'Web Design for ROI: Turn Browsers into Buyers & Prospects into Leads' by Lance Loveday and Sandra Niehaus:

• Ada Chen, Mochi Media, San Francisco, CA
• Leighanne Dawkins, Zwahili Game Lodge, Benoni GP, SOUTH AFRICA
• Michael Mitchell, The Marena Group, Lawrenceville, GA
• Tina Nelson, Aware Web Solutions, Prior Lake, MN
• Sue Willis, AMC Technology, Richmond, VA

P.S. Did a friend send you this? Go Here for your own copy - it's award-winning, useful, and complimentary.

P.P.S. Got questions, comments, or ideas for editorial?
Email Editorial Director Tad Clarke at TadC(at)marketingsherpa(dot)com
or call Customer Service at (877) 895-1717 -- thanks!