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Marketing Channels and Logistics: A Case Study of Pepsi International.

Introduction When a company enters a foreign market, the distribution strategy and channel it uses are keys to its success in the market, as well as market know-how and customer knowledge and understanding (Bellhouse and Hutchison, 1993; Ilonen,et al ., 2011). Because an effective distribution strategy under efficient supply-chain management opens doors for attaining competitive advantage and strong brand equity in the market, it is a component of the marketing mix that cannot be ignored (Bowersox and Morash, 1989). The distribution strategy and the channel design have to be right the first time (Daugherty, 2011; Layton, 2011). The case study of Pepsi International provides evidence of the situation that a company faces when its distribution strategy in the international supply-chain management is, in fact, ineffective and not right!

Pepsi Cola International accessed the Ukrainian market via exports back in 1968 and since then has been trying to sustain its position in the market. It exports its concentrate, via routes to the country that are interchanged every now and then, to 12 local bottling companies who then sell it to distributors, who then deliver it to retail stores. Despite the fact that the supply-chain management has led Pepsi to gain local fame and popularity, it is inefficient in terms of cost which reduces the ability of the company to earn higher profits (Menachof, 2001). The discrepancies in demand and supply, conflicts between channel members, the environmental impact and theft along the way seriously harm the company’s profitability. With Cola Cola entering the market, Pepsi needs to redefine and redesign its supply-chain strategy to meet the challenges faced in the market and sustain its position in the country. These challenges are discussed in detail to provide possible solutions for the company to improve its supply chain and marketing channels in the light of existing literature, theories and models of marketing channels and logistics.

CHALLENGE 1: GAPS IN DEMAND AND SUPPLY One of the two big challenges faced by Pepsi is the gap in supply and demand. This is mainly a result of Pepsi’s lack of presence in the market and its heavy reliance on outsourced distribution. Gaps in demand exist in the supply chain when the company fails to meet the demand via distribution. The delivery of irregular quantities produces this gap (Bowersox and Cooper, 1992). Gaps in supply exist due to the channel members’ lack of expertise in the distribution process. Efficient supply-chain management has been widely advocated in the literature on marketing channels and logistics (Wetzels, et al ., 1995; Harvey and Novicevic, 2002; Minuj and Sahin, 2011; and Rollins, et al ., 2011).

Evidence that there is an efficient and effective supply-chain strategy comes from customer satisfaction and the quality of customer service provided. In the case of Pepsi Cola International, an entire rural segment of customers is excluded from distribution, which shows the lack of focus given to customer service in the supply chain. As much as Pepsi Cola International would like to blame the local distributors for this, the main responsibility lies on its own head for developing a distribution strategy without proper consideration of the customer segments that exist in the country and for not hiring managers to control the supply-chain operations in the country, who would have inculcated efficiency in the supply chain (Menachof, 2001).

Pepsi Cola International has two consumer segments in the Ukraine that have not been segmented properly. So far, Pepsi’s focus has been on the urban consumers. This case study highlights the growing demand for Pepsi in the rural areas (Menachof, 2001), which is not surprising as recent studies of the developing economies of the world have found that the largest and fastest growing customer segment is rural populations. However, their variable income and therefore their purchasing power is different from that of the urban consumers. This results in marketers generally ignoring the rural population and focusing mainly on urban consumers, as Pepsi is doing in the Ukraine. There is immense geographic dispersion and this, together with lack of proper infrastructure, prevents big companies from establishing tailored marketing channels to target these customers. Ignoring the rural consumers may be a disaster for Pepsi in terms of losing out on access to a larger market share in the country.

CHALLENGE 2: CHANNEL CONFLICT Channel conflict is another big challenge faced by Pepsi Cola International in the Ukraine. It is the result of the high level of interdependence in the supply chain between different parties and channels and the lack of power and control exercised by Pepsi Cola International in the supply chain. All power has been given to the locals which has inculcated inefficiencies in providing quality customer service and reaching all customers as desired by Pepsi (Menachof, 2001). The main source of this conflict is the cultural difference between the local distributors and the Pepsi Cola International’s country of origin.

The locals have the mindset and approach towards business whereby they allow themselves to practice any form of legal or illegal practice that may enable them to earn short-term and quick profits, regardless of their commitments to their suppliers (Menachof, 2001). They have the same approach towards Pepsi. With Pepsi outsourcing the entire supply-chain operation to locals, the locals feel free to assume their own business philosophies and execution methods as they hold no fear of disappointing their supplier. Without power and control from the vertical chain, the distributors are free to deliver as they please, regardless whether they meet marketing targets. This is a challenge; it is partly the result of carelessness on the part of Pepsi for outsourcing the supply chain entirely and showing no sign of taking authority and control of any part of the marketing channel.

While Pepsi Cola International’s management is used to independence in decision-making in marketing strategies and plans, in the Ukraine it has refused to tailor its strategies to meet the local challenges and has completely given up all control of everything that the locals take over (Menachof, 2001). It is, without doubt, a failure on its part to give away power and control that needs to be positioned in the supply-chain management of the company.

The supply chain is most vulnerable to economic, social and external impacts. The challenges faced by Pepsi in the Ukraine are common to multinationals when they enter developing countries. According to Svensson (2002), there is a high level of vulnerability in the supply chains due to various interdependencies between the channels and parties within the supply chain that inculcate issues of power and control. Also, channel conflicts, channel coordination and relationships between the channels can create a level of vulnerability. About 90 per cent of the challenges faced by Pepsi Cola International in its marketing channels in the Ukraine are related to the relationships between the channel members. The main cause of vulnerability in marketing channels, as identified by Svensson (2002), is due to the relationship dependencies. These need to be in the control of the company in order to avoid any existing and potential threats.

CHALLENGE 3: ENVIRONMENTAL IMPACTS The case study has identified that the infrastructure also poses a challenge for Pepsi with regard to effective distribution and increased transit times. This has both time and cost implications and therefore contributes further towards inefficiency in the overall supply-chain management of Pepsi Cola International in the Ukraine. The roads are of poor quality and traffic is very leniently managed which adds to the complexity of- and difficulty in managing routes. The distributors mainly use roads to distribute the product to the stores. Where the pickup time from the bottlers can be managed and monitored, the delivery time is hardly ever followed as per schedule, due to the problems caused partly by the infrastructure and partly by the carelessness of the distributors. It is the distributors who pick up the final product from the bottlers and take it to the stores where customers can purchase the bottles for consumption (Menachof, 2001).

As regards bringing in the concentrate from the port to the bottlers, Pepsi Cola International has to ensure care at any cost. Therefore, it prefers to use rail travel for this. However, during winter the concentrate tends to freeze, making it useless for consumption. This adds to costs for the company and further reduces the efficiency of the supply chain (Menachof, 2001). There is no other way to deal with the matter. Pepsi has not brought in its own specialised vehicles that could ensure the safety and security of the concentrate. It has chosen to rely on the vehicles of the bottlers and the distributors, which has only produced further challenges for the company.

CHALLENGE 4: THEFT Theft is a common problem in the Ukraine which has weak law enforcement and the multinational companies operating in the country are not spared from this threat. The concentrate that is shipped in is most vulnerable to theft at the port. For this reason, PCI has to deploy security staff to make sure the concentrate reaches the bottlers safely (Menachof, 2001) which adds to costs in the supply chain. Further, this does not fully ensure the safety of the concentrate and the company still has to accept that on a regular basis some of the concentrate will be stolen from the port or on its way to the bottlers. The loss itself creates a cost burden for the company. The distributors also face the threat of theft, but locals are much more immune to this and know how to deal with it. The foreigners are the ones most affected by local theft.

Task 2 Supply chains are the most vulnerable to economic impacts and in times of economic downturn, companies have to make sure that their supply chains are altered and managed to cope with the challenges. It has been found that the supply chain adds up to 80 per cent of the cost that is passed on to the customer from the producer. In this regard, improvement in performance and efficiencies are key factors in a supply chain that enables the company to earn profits (Salciuviene et al., 2011).

The main source of problems for Pepsi Cola International is its heavy reliance upon local companies in its supply chain which has resulted in lack of effective and efficient performance. The strategy that will allow it to deal with the challenges is to install its own plants in the country, as Coca Cola has done. It needs to step into the market permanently, bring in its formula and operations and not just use outsourced distribution to penetrate in the market. The implication of this strategy is that each of the conflicts and challenges that Pepsi is facing in the Ukrainian market will be resolved. Gaps in demand and supply and channel conflicts are two big challenges that contribute the most to the current inefficiencies in distribution. Environmental impacts can be easily curbed once the company decides to step into in the market. This is discussed in detail later.

SOLUTION 1: REDUCING DEMAND AND SUPPLY GAPS An effective distribution strategy is one that is designed and tailored according to the customer segment. Pepsi Cola International needs to tailor its distribution to meet the demands of the rural consumers. It first needs to segment its market for the two types of customers: rural and urban. According to Craig and Douglas (2011), despite of the fact that the rural consumer market has a low capital income that shrinks its buying power, the market has great potential due to the size of its population as a percentage of the total population. With the growing awareness of the developments in the urban population, the rural consumers aspire to consume brands to improve their standard of living. This is a factor which provides local and multinational brands the easy means to penetrating the market using low-cost marketing models (Craig and Douglas, 2011). Coca Cola in Africa has penetrated African rural villages by installing its own refrigeration system in stores to provide consumers with cold drinks. It often delivers its product by hand to individual consumers to meet demand in the area. This is a lesson to be learned by Pepsi as, with Coca Cola now in the Ukrainian market, it is only a matter of time before that the brand will spread its wings into the rural market of the Ukraine as well. Pepsi Cola International, with the help of the local institutions and NGOs, can make efforts to install the necessary developments in infrastructure to allow more efficient distribution in the rural areas which will benefit it greatly in the long run.

The biggest argument against this is the consideration of the costs involved. This brings in the need for effective supply-chain managers that Pepsi has completely ignored. Harvey and Novicevic (2002) deem effective supply-chain management to be highly important for balancing logistical cost factors and customer service factors. This balance is illustrated in Figure 1, shown below.

Figure 1: Balancing Logistical Cost Factors against Customer Service Factors

Pepsi Cola International, as well as bringing its operations to the country, needs to bring in expatriate supply-chain managers who are fully committed to- and deeply involved in the company’s marketing operations. It needs a strategy which focuses on customer quality and service; unlike the local distributors whose main concern is to make ends meet via short term profits (Wetzels, et al., 1995). This balance in the supply chain can only be maintained if in-company individuals are involved along with the local distributors and bottlers in executing the distribution. Rollins et al., (2011) indicate that inter-firm customer knowledge-sharing in logistics services is highly important in improving efficiency in the supply chain. Relying on expatriate managers will not by itself ensure efficiency in the supply chain when Pepsi decides to move here. It needs to make the best use of the knowledge that the locals have to offer via proper knowledge-sharing channels in order to avoid possible complexities in decision-making (Manuj and Sachin, 2011).

SOLUTION 2: REDUCING CHANNEL CONFLICT In order to reduce channel conflict, relationship marketing needs to be exercised together with taking power and control away from the locals and giving it to the in-company supply chain managers. Relationship marketing plays a key role in inculcating efficiency in supply-chain management. Commitment and trust have been found to be useful tools for establishing healthy and positive relationships in the supply chain channels, according to Salciuviene, et al., (2011), Svensson (2001), Young and Wilkinson (1989) and Zhuang and Zhou (2004). Svensson (2001) argues that without a ‘synchronized trust chain,’ the marketing channels cannot work together effectively. This trust component is especially important in markets where is there is the threat of leakages of company information, breakage of company and industry rules and a high level of involvement in illegal procedures and methods of business operations. The local distributors in the Ukraine are open to all types of business practices, irrespective of whether they are legal or illegal or acceptable by the corporate policy and marketing strategy of Pepsi Cola International. This is one cause of conflict that can be resolved through building trust between the interdependent channels. How to build this kind of relationship with the locals is another dilemma.

Mehta et al., (2001) indicate another important aspect of relationship marketing that deals with this dilemma. They put into place components of trust and commitment in the relationships with the channel members in the foreign market together with complete control over the supply chain operations in the foreign markets. They stress that the cultural influences which cause channel conflicts can be curbed with a tailored leadership strategy that first seeks to help the local channel members gain confidence via trust-building activities and then resolves the conflicts that rise from the differences in viewpoints and approaches to marketing. Aligning all of the channel members in foreign markets where cultural and social differences create difficulties in working towards the same marketing goal is a challenge that leadership, with a key emphasis on relationism, can effectively resolve. Mutual understanding of the marketing objectives that has benefits for all parties involved has to be established (Paswan, et al., 2011). For this reason, it is important that from now on, Pepsi exercises complete control over the supply chain operations using its own expatriate supply-chain managers and using only those distributors that show signs of commitment and with whom trust can be built. It needs to screen out those distributors who have the potential to cause harm and who show fewer signs of commitment to the company. (Liao, et al., 2011). For those who show positive signs, the company needs to make the best use of relationship marketing, putting into place the important lessons learned from the benefits of trust, relationism, leadership and commitment for reducing channel conflict to the minimum.

SOLUTION 3: REDUCING ENVIRONMENTAL IMPACT Improving the infrastructure is necessary if Pepsi is to facilitate the distribution and inculcate efficiency in the supply chain. It needs to develop shorter transit times and cost saving by using alternative transportation routes such as rail. This, however, cannot be undertaken without the involvement of the local government authorities. The case highlights the problem of red tape in the government’s approach to work and which limits the benefits that Pepsi can derive with the help of the government in this regard. Pepsi Cola International, with the help of the local institutions and NGOs, can make efforts to develop the necessary infrastructure to allow more efficient distribution in the rural areas. This will be of great benefit in the long run. This will become much easier and be more effective once Pepsi sets foot in the market by establishing its own plants in various locations across Ukraine. According to Craig and Douglas (2011), building network relationships with the NGOs for the purpose of improving infrastructure is the only route available for foreign companies looking to expand in a developing country. Being present in the market, it can gain the attention of the NGOs and local institutions and can build mutually beneficial relationships for the long term that can allow efficient supply-chain management for the company.

SOLUTION 4: REDUCING THEFT Unless Pepsi Cola International’s management decides to personally catch the criminal themselves, the problem of theft cannot be resolved! However, it can be curbed by eliminating the channel that is most exposed to theft; the shipment of the concentrate to the bottlers. Once the company enters the market by installing its own plants, the concentrate will be locally produced, thus removing the marketing channel of shipping and the additional costs inculcated by the channel members involved in this process.

CONCLUSION Marketing channels have been regarded as gatekeepers and important assets for the success and effectiveness of the marketing strategy of any company (Bowersox and Cooper, 1992; Bourlakis and Melewar, 2011). If Pepsi is to gain competitive advantage in the market, it needs to invest further in its supply-chain management. With the growing interest of companies in expanding overseas into foreign markets, emphasis in research has been placed upon global supply-chain management, where the notions of channel strategies, channel conflicts and channel designs have been drawing interest of both researchers and practitioners (Beresford et al., 2011). Pepsi needs to incorporate these concepts and tools into its marketing strategy in order to enable efficiency in supply-chain management. Its focus needs to be on customer satisfaction in the market and cost efficiency along with a leadership strategy that takes into account cultural gaps that are affecting its ability to reach all customers.

REFERENCES Bellhouse, A.E., and Hutchison, G.E. (1993) ‘A Model for the Analysis of Distribution Channels’, Marketing Intelligence & Planning, Vol. 11 Iss: 11, pp.22 – 27

Beresford, A., Pettit, S., and Liu, Y. (2011) ‘Multimodal supply chains: iron ore from Australia to China’, Supply Chain Management: An International Journal, Vol. 16 Iss: 1, pp.32 – 42

Bourlakis, M., and Melewar, T.C. (2011) ‘Marketing perspectives of logistics service providers: Present and future research directions’, European Journal of Marketing, Vol. 45 Iss: 3, pp.300 – 310

Bowersox, D.J., and Morash, E.A. (1989) ‘The Integration of Marketing Flows in Channels of Distribution’, European Journal of Marketing, Vol. 23 Iss: 2, pp.58 – 67

Bowersox, D.J., Cooper, M.B., (1992) Strategic Marketing Channel Management. McGraw Hill Book Company.

Craig, S.C., and Douglas, S.P. (2011) ‘Empowering rural consumers in emerging markets’, International Journal of Emerging Markets, Vol. 6 Iss: 4, pp.382 – 393

Daugherty, P.J. (2011) ‘Review of logistics and supply chain relationship literature and suggested research agenda’, International Journal of Physical Distribution & Logistics Management, Vol. 41 Iss: 1, pp.16 – 31

Harvey, M., and Novicevic, M.M. (2002) ‘Selecting marketing managers to effectively control global channels of distribution’, International Marketing Review, Vol. 19 Iss: 5, pp.525 – 544

Ilonen, L., Wren, J., Gabrielsson, M., and Salimäki, M. (2011) ‘The role of branded retail in manufacturers’ international strategy’, International Journal of Retail & Distribution Management, Vol. 39 Iss: 6, pp.414 – 433

Layton, R.A. (2011) ‘Towards a theory of marketing systems’, European Journal of Marketing, Vol. 45 Iss: 1/2, pp.259 – 276

Liao, K., Marsillac, E., Johnson, E., and Liao, Y. (2011) ‘Global supply chain adaptations to improve financial performance: Supply base establishment and logistics integration’, Journal of Manufacturing Technology Management, Vol. 22 Iss: 2, pp.204 – 222

Manuj, I., and Sahin, F. (2011) ‘A model of supply chain and supply chain decision-making complexity’, International Journal of Physical Distribution & Logistics Management, Vol. 41 Iss: 5, pp.511 – 549

Mehta, R., Larsen, T., Rosenbloom, B., Mazur, J., and Polsa, P. (2001) ‘Leadership and cooperation in marketing channels: A comparative empirical analysis of the USA, Finland and Poland’, International Marketing Review, Vol. 18 Iss: 6, pp.633 – 667

Menachof, D. (2001) Pepsi Cola International: Distribution & Pricing Policy in the Ukraine [online] Accessed 1 November 2011 from <URL:http://www.businesscases.org>

Rollins, M., Pekkarinen, S., and Mehtala, M. (2011) ‘Inter-Firm Customer Knowledge Sharing in Logistics Services: an Empirical Study’, International Journal of Physical Distribution & Logistics Management, Vol. 41 Iss: 10

Paswan, A.K., Blankson, C., and Guzman, F. (2011) ‘Relationalism in marketing channels and marketing Strategy’, European Journal of Marketing, Vol. 45 Iss: 3, pp.311 – 333

Salciuviene, L., Reardon, J., and Auruskeviciene, V. (2011) ‘Antecedents of performance of multi-level channels in transitional economies’, Baltic Journal of Management, Vol. 6 Iss: 1, pp.89 – 104

Svensson, G. (2001) ‘Extending trust and mutual trust in business relationships towards a synchronised trust chain in marketing channels’, Management Decision, Vol. 39 Iss: 6, pp.431 – 440

Svensson, G. (2002) ‘Vulnerability scenarios in marketing channels’, Supply Chain Management: An International Journal, Vol. 7 Iss: 5, pp.322 – 333

Wetzels, M., Ruyter, K.D., Lemmink, J., and Koelemeijer, K. (1995) ‘Measuring customer service quality in international marketing channels: a multimethod approach’, Journal of Business & Industrial Marketing, Vol. 10 Iss: 5, pp.50 – 59

Young, L.C., and Wilkinson, I.F. (1989) ‘The Role of Trust and Co-operation in Marketing Channels: A Preliminary Study’, European Journal of Marketing, Vol. 23 Iss: 2, pp.109 – 122

Zhuang, G., and Zhou, N. (2004) ‘The relationship between power and dependence in marketing channels: A Chinese perspective’, European Journal of Marketing, Vol. 38 Iss: 5/6, pp.675 – 693

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64 Of The Best Channel Marketing Case Studies

July 16, 2015

One of the most attractive things in a business is an effective, scalable marketing channel. Truthfully, it’s not nearly as easy as it sounds.

Exploring whether or not a channel can work for you takes work – a lot of it. Sometimes it takes months to really explore a marketing channel and decide whether or not it is delivering results.

When I advise clients on channels that I believe will be effective for their business, I always start by considering the case studies. What are other businesses doing that is working, and is it something that we can mimic?

Therefore, I’ve organized a list of over 60 case studies, organized by channel, where actual results were delivered.

If you’re in the middle of one of these channels right now, I suggest honing in on the case studies and deciding whether or not you should implement it yourself.

Table of Contents 

Content Marketing Email Marketing Influencer Marketing SEO Social Media Viral Marketing Word Of Mouth

Content Marketing

Content is king – as they say. That said, content marketing is a relatively new strategy that is taking the internet by storm as content is being seen as the way for businesses to rank in Google. In fact, a recent survey by Marketing Land found that 89% of businesses doing content marketing say it works. It is extremely cheap and has virtually no barriers to entry.

• Content Strategy Case Study: 36,282 Readers & 1,000 Subscribers
• Case Study ? How an effective content marketing strategy drives online success ? Belfast ? The Tomorrow Lab
• A Case Study: Content Marketing Increases Web Referrals by 50%
• 15 B2B Case Studies Show How Content Marketing Drives ROI
• Content Marketing Case Study: How To Increase Traffic 272% In 30 Days (Without Spending A Penny)
• Case Study: How MSI Data Drives Business with Content Marketing | Search Engine People
• Content Marketing Case Study :: 600 visitors a day from a single blog post | MODassic Marketing

Email Marketing

Content may be king but the money is in the list. Collecting someone’s email address is often seen as the holy grail of marketing, because people are so much more receptive to emails as compared to other channels. Still, it’s important to know what to do with those email addresses after you collect them, which are what these case studies reveal.

• How to launch an online course and make $220,750 in 10 days
• Case Study: Email Marketing with Markree Castle Hotel and GroupMail
• Email Marketing Case Study: How I Generated $40,000 In Sales Without Annoying My Subscribers
• Email Marketing: Microsoft Store uses relevance to increase sends by 300% and email revenue by 600% | MarketingSherpa
• Email Marketing: Simplifying email content increases open rates 48% for B2B company | MarketingSherpa
• 10 Case Studies To Help You Get More Clicks – Email Marketing Tips
• Using Email Marketing to Connect with the Local Community

Influencer Marketing

Influencer marketing is one of the most talked about marketing channels in recent times. It involves identifying potential brand advocates and partnering with them to promote your business. What makes influencer marketing ideal is that you get to tap into the large audience that influencers have amassed. Again, this is a very cost effective channel for reaching thousands of people.

• Luxury Social Media Marketing Case Study Example: diptyque Paris | Affinitive
• What Happens When Guy Kawasaki Tweets Your Post to His Followers? | DrumUp Blog
• Case Study: 30% Conv. Rate with Influencer Marketing
• Company Spotlight – How LeadPages Uses Influencer Marketing To Grow To 25k Customers
• Influencer Marketing Success on YouTube – NordicTrack
• How we grew our website traffic by +400% with influencer marketing ? onalytica
• Award Winning B2B Influencer Content Marketing Case Study & 18 Resources
• Influencer Marketing Case Study: Kmart Holiday Hoopla Contest | WendyPiersall.com

Google has over 1 trillion searches a year, and tapping into that is what Search Engine Optimization is all about. What’s unique about SEO is that it tends to be ongoing. If you are ranking for a set of keywords you can continue to receive traffic long after the “campaign” is over with (as opposed to make other types of marketing channels). See in these case studies how businesses have improved their rankings and increased their organic traffic.

• Negative SEO Case Study: How to Uncover an Attack Using a Backlink Audit | SEW
• Inflow SEO Case Study: 108% YoY Organic Traffic Increase
• How VeriFirst Used Content to Increase Organic Traffic, Leads, and Grow Business
• How Social Media Can Help Organic SEO : 2 Case Studies – Jeffbullas’s Blog
• How We Increased Organic Blog Traffic by 203.5% in Less Than 3 Months – And You Can Too – @ProBlogger
• How To Increase Website Traffic to Over 100,000 Visitors Per Month
• Project POUQ: Increase Organic SEO Traffic by 10,000 Unique Visitors a Month
• White Hat SEO Case Study???How I Increased Traffic to Over 100,000 Visitors per Month ? Medium
• Case Study: One Site’s Recovery from an Ugly SEO Mess – Moz icon-book icon-close icon-conversation icon-envelope icon-external icon-house icon-menu icon-pencil icon-products icon-search moz-logo Tools
• Increasing Organic SEO Traffic by 400,000 Unique Visitors a Month! – YouMoz – Moz icon-book icon-close icon-conversation icon-envelope icon-external icon-house icon-menu icon-pencil icon-products icon-search moz-logo Tools

Social Media

It seems that just about every business has at least one social media profile nowadays, which would make it significantly more popular than content marketing. That said, having a profile is not the same as having a strategy – far from it in fact. What’s unique about social media are all of the different platforms, such as Facebook, Twitter, Pinterest, Instagram, to name just a few. Each has a different audience and requires a different strategy. For example, while Facebook is normally heralded as a great B2C platform, LinkedIn is typically reserved for B2B. While Facebook and Twitter seem to have an equal number of men and women, Pinterest is heavily geared towards females. These case studies will guide you on how to tackle each channel.

• 5 Best Social Media Campaigns of 2014 – Beta21
• How L’Oreal Use Social Media for Recruitment [Case Study]
• ShipServ and one of the most interesting B2B social media case studies – Schaefer Marketing Solutions: We Help Businesses {grow}
• B2B Social Media Case Study: How I made $47 million from my B2B blog – Schaefer Marketing Solutions: We Help Businesses {grow}
• Social Media Launch Saves Cisco $100,000+ Social Media Examiner
• How Red Bull uses Facebook, Twitter, Pinterest and Google+ | Econsultancy
• How Cadbury uses Facebook, Twitter, Pinterest and Google+ | Econsultancy
• The Key Features Behind A Successful Marketing Campaign | Simply Zesty

Video Marketing

Video is a popular media used in marketing campaigns and it’s becoming more and more popular each year as the barriers to entry for video creation lessen. To put things in perspective, every minute 300 hours of video are uploaded to Youtube.

• How Cuisinart Grew Brand Engagement With Interactive Video On Facebook
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• A case study of using video marketing to enhance your brand and help CRO – Smart Insights Digital Marketing Advice
• 5 Examples of Awesome B2B Video Marketing | Vidyard

Viral Marketing

Viral – it’s what everyone wants to go. While there is no way to guarantee virality, there are conditions that increase its likelihood. As you read these case studies notice some of the following attributes. Firstly, many viral campaigns involve video. This is because video is easy to share and easy to digest. A one minute video can convey a whole host of emotions. Additionally, they integrate sharing into the campaign, asking you to tag multiple other people. This prolongs the life of the campaign. Lastly, there is usually something “catchy”. Combine all of these elements and you may just have a viral campaign.

• Viral Marketing Case Study: 17,584 Visitors In One Day
• The ‘Ice Bucket Challenge’: A case study in viral marketing gold – Digiday
• Case Study: Going Viral With Stride Gum | jmarbach.com
• The Old Spice Social Media Campaign by the Numbers
• The Dark Knight: A Case Study of Viral Marketing | PhilTreagus.com | An Entrepreneurs Life?
• Case Study: AcneFree Sampling Goes Viral! ? likeable media
• No make-up selfie cancer campaign raises ?8m in 6 days – Telegraph
• Case Study: How Gangnam Style went viral with a strategic marketing campaign from YG Entertainment | The Drum
• 9,000 Uniques in One Day: A Viral Marketing Case Study – Moz icon-book icon-close icon-conversation icon-envelope icon-external icon-house icon-menu icon-pencil icon-products icon-search moz-logo Tools

Word Of Mouth

Word of mouth is considered the holy grail of marketing. It’s generally one of the least expensive channels – but how do you get people to talk about you? Often, it has to do with getting the big things right; a great product, great customer service, and a reason for people to share. These case studies go in depth on various referral campaigns that capitalize on word of mouth sharing.

• How Intuit Measures the Impact of Social Media Activity on Sales for Small Business Owners, presented by Kira Wampler | WordofMouth.org
• How Word-Of-Mouth On Facebook Can Boost Sales 433% | SocialTimes
• Digital marketing case study – Dettol boosts spray sales 86% in China via mums’ word of mouth – Digital Training Academy
• AAP collects INR 18M using InviteReferrals Referral marketing software
• Word-of-Mouth – Case Study: How One Company More Than Doubled Customer Referrals : MarketingProfs Article
• Social Media Marketing: How a small e-commerce site attracted 293,000 Facebook fans | MarketingSherpa
• Word of Mouth Marketing Case Study: Epson & Sparkplugging | WendyPiersall.com
• Referral Program: 18,000 customer participants create more than 60,000 shares, $100,000 in sales | MarketingSherpa

Marketing case study 101 (plus tips, examples, and templates)

Summary/Overview

If you’re familiar with content lines like, “See how our fancy new app saved Sarah 10 hours a week doing payroll,” you’ve encountered a marketing case study. That’s because case studies are one of the most powerful marketing tools, showcasing real-world applications and customer success stories that help build trust with potential customers.

More than 42% of marketers use case studies in their marketing strategy. Let’s face it — we love testimonials and reviews. People love hearing customer stories and experiences firsthand. In fact, 88% of consumers view reviews before making a purchase decision. Case studies work similarly by providing prospective customers with real-life stories demonstrating the brand’s success.

Case studies provide a more in-depth view of how your product solves an existing problem — something potential buyers can relate to and learn from.

In this article, we take a closer look at what marketing case studies are, why they’re important, and how you can use them to improve your content marketing efforts. You’ll also learn the key elements of a successful case study and how to turn a good case study into a great case study.

What is a marketing case study?

A case study is a narrative that documents a real-world situation or example. A marketing case study is a detailed examination and analysis of a specific strategy, initiative, or marketing campaign that a business has implemented. It’s intended to serve as an all-inclusive narrative that documents a real-world business situation and its outcome.

Marketing case studies are tools businesses use to showcase the effectiveness of a particular tool, technique, or service by using a real-world example. Companies often use case studies as sales collateral on websites, email marketing, social media , and other marketing materials. They provide readers with a firsthand look into how your product or service has helped someone else and demonstrate the value of your offering while building trust with potential customers.

Some common key components of a marketing case study include:

• Context: A case study begins by describing the business’s situation or problem. This often includes challenges, opportunities, or objectives.
• Strategy: An outline of the tactics or strategy utilized to address the business’s situation. This includes details such as the target audience, messaging, channels used, and other unique aspects of the approach.
• Implementation: Provide information about how the strategy was implemented, including timeline, resources, and budget.
• Results: This is arguably the most crucial part of a marketing case study. Present the results through data, metrics, and key performance indicators (KPIs) to demonstrate the impact of the strategy. The results section should highlight both qualitative and quantitative data.
• Challenges and Solutions: A great case study not only focuses on the successes but addresses any obstacles faced during the campaign. Make sure to address any challenges and how they were overcome or mitigated.
• Customer Feedback: Including testimonials or quotes from satisfied clients is a great way to add credibility and authenticity to a case study. Choose customer feedback that reinforces the positive outcomes of the strategy taken.
• Visuals: Compelling case studies include visuals such as graphs, charts, images, videos, and infographics to make the information presented more engaging and easier to understand.
• Analysis: An optional way to conclude a case study includes discussing key takeaways, insights, and lessons learned from a campaign.

Case studies can help you connect your product to the customer’s needs by providing a real world examples of success and encouraging conversions.

Benefits of marketing case studies

Some of the key benefits of using case studies in your marketing efforts include the following:

• Building trust and credibility. You build trust and credibility with potential clients or customers by demonstrating real world success stories. In-depth looks at how your products or services have helped other businesses or people achieve success can increase customer loyalty and encourage repeat business.
• Learn best practices. Learn from strategies employed in successful case studies and apply similar approaches to future campaigns.
• Enhancing sales and conversions. By highlighting the real world results your products or services have delivered, case studies can be a powerful tool for boosting sales. They can help demonstrate the value of your offering and persuade your target audience to make a purchase.
• Explain how your business generates results. Case studies are a compelling way to share key takeaways with your target audience and showcase your brand.
• Use them as content marketing material. Use case studies as content for marketing purposes on websites, social media, and beyond.

Case studies can help your business stand out and achieve success. By highlighting the real world results you’ve delivered, you can use case studies to boost sales, build customer loyalty, and compellingly showcase your business.

Tips on how to write an effective marketing case study

Are you ready to write a compelling case study? Get started with these tips.

Develop a clear and compelling headline

You have about 10 seconds to communicate your value proposition to keep customer attention. Whether you’re designing a new landing page or making a long-term plan for your brand’s content marketing strategy , the headline is the most crucial part.

A compelling title should capture readers’ attention and make them want to read more. To craft a compelling headline:

• Understand your audience: Before crafting a headline, ensure you know your target audience — what are their pain points, interests, and needs?
• Highlight the most significant result: Focus on the most impactful result achieved in the case study. What was the primary outcome of the strategy implemented?
• Keep it brief: Keep your headline concise and to the point. Try to keep your headline under 12 words.
• Use action words: Incorporate action verbs such as “achieved,” “transformed,” or “boosted” to convey a sense of accomplishment.
• Include data: Numbers make your headline more credible. For example, if the case study achieved a 75% increase in sales, include that in the headline.
• Emphasize benefits: Focus on the positive changes or advantages the implemented strategy brought to the client or business. Use these as selling points in your headline.
• Make it unique and memorable: Avoid generic phrases to make your headline stand out from the competition.
• Use keywords wisely: Incorporate relevant keywords that align with the case study and your target audience’s search interest to improve search engine visibility through search engine optimization (SEO).
• Consider subheadings: If you cannot fit all the necessary information in a headline, consider adding a subheading to provide additional context or details.

Here are some examples of clear and convincing case study headlines:

• “Achieving a 150% ROI: How [XYZ] Strategy Transformed a Startup”
• “How Optimized SEO Tactics Skyrocketed Sales by 80%”
• “Mastering Social Media: How [ABC] Brand Increased Engagement by 50%”
• “The Power of Personalization: How Tailored Content Quadrupled Conversions”

Write relatable content

Almost 90% of Gen Z and millennial shoppers prefer influencers who they consider relatable. Relatability is part of building trust and connection with your target audience.

When writing your case study, make content that resonates with readers and speaks to their pain points. The best marketing doesn’t just increase conversion rates — it also serves your customers’ needs. To write content that really resonates with your target audience, make sure to:

• Understand your audience: To successfully write relatable content, you first need to understand your target audience — their interests, pain points, and challenges. The more you know about your target audience, the better you can tailor your content to their needs.
• Identify pain points: As mentioned above, identify challenges your target audience may face. Make sure to highlight how the product or service in the case study can effectively address these pain points.
• Tell a story: Create a narrative that follows a standard story arc. Start with a relatable struggle that the customer or business faced and describe its associated emotions.
• Use real customer feedback: Incorporate quotes or testimonials from actual customers or clients. Including authentic voices makes the content more relatable to readers because they can see real people expressing their experiences.
• Use relatable language: Write in a tone to which your audience can relate. Only include overly technical terms if your target audience solely consists of experts who would understand them.
• Use social proof: Mention any recognitions, awards, or industry acknowledgments that may have been received by the customer or business in the case study.
• Encourage engagement: Urge readers to share their own challenges or experiences related to the subject matter of the case study. This is a great way to foster a sense of community.

Outline your strategies with corresponding statistics

Whether you’re showing off the results your marketing team achieved with a new strategy or explaining how your product has helped customers, data and research make it easier to back up claims.

Include relevant statistics in your case study to provide evidence of the effectiveness of your strategies, such as:

• Quantitative data: Use numerical data to quantify results.
• Qualitative data: Use qualitative data, such as customer testimonials, to back up numerical results.
• Comparisons: Compare the post-campaign results with the pre-campaign benchmarks to provide context for the data.
• Case study metrics: Include specific metrics relevant to your industry or campaign if applicable. For example, in e-commerce, common metrics could include customer acquisition cost, average order value, or cart abandonment rate.

By incorporating relatable outcomes — such as cost savings from new automation or customer responsiveness from your new social media marketing campaign — you can provide concrete evidence of how your product or service has helped others in similar situations.

Use multiple formats of representation

People love visuals . It doesn’t matter if it’s an infographic for digital marketing or a graph chart in print materials — we love to see our data and results represented in visuals that are easy to understand. Additionally, including multiple representation formats is a great way to increase accessibility and enhance clarity.

When making a case study, consider including various forms of representation, such as:

• Infographics: Use infographics to condense critical information into a visually appealing, easy-to-understand graphic. Infographics are highly sharable and can be used across marketing channels.
• Charts: Use charts (bar charts, pie charts, line graphs, etc.) to illustrate statistical information such as data trends or comparisons. Make sure to include clear labels and titles for each chart.
• Images: Include relevant photos to enhance the storytelling aspect of your case study. Consider including “before and after” pictures if relevant to your case study.
• Videos: Short videos summarizing a case study’s main points are great for sharing across social media or embedding into your case study.
• Tables: Use tables to help organize data and make it easier for readers to digest.
• Data visualizations: Include data visualizations such as flowcharts or heatmaps to illustrate user journeys or specific processes.
• Screenshots: If your case study involves digital products, include screenshots to provide a visual walkthrough of how the product or service works.
• Diagrams: Use diagrams, such as a flowchart, to explain complex processes, decision trees, or workflows to simplify complicated information.
• Timelines: If your case study involves a timeline of specific events, present it using a timeline graphic.

Use a consistent design style and color scheme to maintain cohesion when incorporating multiple formats. Remember that each format you use should serve a specific purpose in engaging the reader and conveying information.

Get your case study in front of your intended audience

What good is a compelling case study and a killer call to action (CTA) if no one sees it? Once you’ve completed your case study, share it across the appropriate channels and networks your target audience frequents and incorporate it into your content strategy to increase visibility and reach. To get your case study noticed:

• Take advantage of your website. Create a dedicated section or landing page on your website for your case study. If your website has a blog section, consider including it here. Optimize the page for search engines (SEO) by including relevant keywords and optimizing the meta description and headers. Make sure to feature your case study on your homepage and relevant product or service pages.
• Launch email marketing campaigns. Send out the case study to your email subscriber list. Be specific and target groups that would most likely be interested in the case study.
• Launch social media campaigns. Share your case study on your social media platforms. Use eye-catching graphics and engaging captions to draw in potential readers. Consider creating teaser videos or graphics to generate interest.
• Utilize paid promotions. Use targeted social media and search engine ads to reach specific demographics or interests. Consider retargeting ads to re-engage visitors who have previously interacted with your website.
• Issue a press release. If your case study results in a significant industry impact, consider issuing a press release to share the exciting news with relevant media outlets or publications.
• Utilize influencer outreach. Collaborate with influencers who can share your case study with their followers to increase credibility and expand your reach.
• Host webinars and presentations. Discuss the case study findings and insights through webinars or presentations. Promote these events through your various marketing channels and make sure to encourage participation.
• Utilize networking events and conferences. Present your case study at industry-related conferences, trade shows, or networking events. Consider distributing printed or digital copies of the case study to attendees.
• Utilize online communities. Share the case study in relevant online forums and discussion groups where your target audience congregates.
• Practice search engine optimization (SEO). Optimize the SEO elements of your case study to improve organic search ranking and visibility.

Remember, the key to successfully promoting your case study is to tailor your approach to your specific target audience and their preferences. Consistently promoting your case study across multiple channels increases your chances of it reaching your intended audience.

Marketing case study examples

Let’s look at some successful marketing case studies for inspiration.

“How Handled Scaled from Zero to 121 Locations with HubSpot”

Right away, they lead with compelling metrics — the numbers don’t lie. They use two different formats: a well-made video accompanied by well-written text.

The study also addresses customer pain points, like meeting a higher demand during the pandemic.

“How AppSumo grew organic traffic 843% and revenue from organic traffic 340%”

This case study from Omniscient Digital leads with motivating stats, a glowing review sharing a real user experience, and a video review from the AppSumo Head of Content.

The case study information is broken down into clearly marked sections, explaining the benefits to their target audience (startups) and providing plenty of visuals, charts, and metrics to back it up.

“How One Ecommerce Business Solved the Omnichannel Challenge with Bitly Campaigns”

Download this Bitly case study from their site to see the details of how this company made an impact.

Not only is it well designed, but it also tackles customer challenges right away. The most compelling types of case studies serve their audience by showing how the product or service solves their problems.

Bitly nails it by listing obstacles and jumping right into how the brand can help.

Marketing case study template

Use this basic template to better understand the typical structure of a business case study and use it as a starting place to create your own:

Case Study Title

Date: [Date]

Client or Company Profile:

• Client/Company Name: [Client/Company Name]
• Industry: [Industry]
• Location: [Location]
• Client/Company Background: [Brief client or company background information.]

Introduction:

• Briefly introduce the client or company and any necessary context for the campaign or initiative.
• Problem statement: Describe the specific challenge or problem faced by the client or company before implementing the campaign or initiative.
• Strategy: Explain the strategy that was implemented to address the challenge. Include details such as target audience, objectives, goals, and tactics.
• Implementation: Provide a timeline of the strategy’s implementation, including key milestones and other notable considerations taken during execution.
• Outcomes: Present the qualitative and quantitative results achieved through the implemented strategy. Include relevant metrics, statistics, and key performance indicators (KPIs).
• Comparative data: Compare the post-campaign results to pre-campaign benchmarks or industry standards.

Analysis and Insights:

• Key insights: Summarize insights and lessons learned from the campaign and discuss the campaign's impact on the client or company’s goals.
• Challenges faced: Address any obstacles encountered during the campaign and how they were mitigated or overcome.

Conclusion:

• Conclusion: Summarize the campaign’s overall impact on the client or company. Highlight the value that was delivered by the implemented strategy and the success it achieved.
• Next Steps: Discuss potential follow-up actions, recommendations, or future strategies.

Testimonials:

• Include quotes or testimonials from the clients or customers who benefitted from the campaign.
• Incorporate relevant visuals to illustrate key points, findings, and results.

The above template is a great way to get started gathering your ideas and findings for a marketing case study. Feel free to add additional sections or customize the template to match your requirements.

Craft a compelling marketing case study for your business

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Choose from our library of designed templates, or make it yourself with powerful tools and a library of ready-to-use graphic elements.

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What Is a Case Study in Marketing and How to Build One (Examples)

A marketing case study allows you to illustrate and explain how you achieved enormous success in a specific situation.

For instance, last year, Jacob McMillen wrote about how Pronto used Crazy Egg to increase leads by 24 percent .

That’s a big number.

It’s not a full case study , but it demonstrates the goal of a marketing case study. You want to shock your audience, then explain exactly how you achieved your results — preferably with proof.

You might have read lots of case studies over the years without realizing your business could benefit from them. Lots of entrepreneurs are put off by the hard work and long hours required to build a marketing case study.

However, think about how many leads you might convert by proving your track record, establishing trust, and attracting traffic through SEO .

Let’s look at how marketing case studies can impact your business, discuss how to write one, and check out a few examples.

What Is a Case Study in Marketing?

A case study in marketing is a document or web page that includes several basic parts:

• Description of the subject : Explain your customer’s or client’s history and pain points.
• Subject’s goal : Identify your customer’s or client’s goal for the project so readers understand what to expect.
• Hypothesis for strategy : Tell your audience what you expected to happen after you implemented your strategy for the customer or client.
• Implementation of strategy : Take the reader through the step-by-step process you used to help your customer or client.
• Results of strategy : Deliver the results in as much detail as possible, preferably with a quote from the client or customer.
• Concluding findings : Explain what this case study has taught your specifically and how it can help other people.

You don’t have to include every category, but the more detail you add, the more effective your marketing case study becomes.

Most of the time, you’re conducting a case study for your own business. You want to show the world how your product or service has helped a customer in a huge way.

For that reason, it helps to know you’ll perform a case study from the beginning. In other words, try not to reverse-engineer a case study from a great result. Instead, track your arrangement with your customer throughout the process.

The Importance of Creating Case Studies to Convert Leads into Customers

Think of a marketing case study as a lure. It’s a way to dangle amazing results in front of your leads so they’ll decide to convert .

Imagine that you’re a customer who’s trying to decide between two businesses, each of which offers time management software. One company has a marketing case study that illustrates how it helped a customer save four hours per week. The other company has no case study.

Which company would you trust most?

You can use that consumer logic to inform your business decisions. Thinking like a customer can help you achieve new insights into marketing.

Creating a marketing case study gives you an edge that your competitors might have. It can also help your leads make more informed decisions.

Too many businesses copy their competitors or other businesses. Instead, you should spend time being more creative and innovative. Below is a video by Neil Patel that illustrates why you need to quit copying digital marketing strategies.

If you’re bold enough to be different, you can convert more leads. A marketing case study gives you that opportunity because nobody else can duplicate it.

Why is it so important to build trust?

Anybody can throw testimonials on their site by Ron R. and Jennifer K. Anyone can also make them up.

Trust is tenuous in the digital marketing world. If you can’t create it, you likely won’t convert leads into customers.

Think about all the companies that have experienced data hacks. Their stocks plummeted, consumer sentiment turned ugly, and profits dwindled. That’s because consumers lost trust.

Similarly, any company can make bold claims about its products or services. Consumers have become numb to superlative-littered copy and hyped-up videos. They want to see evidence.

If you can prove that your product or service delivers powerful results, you’ll gain your leads’ trust.

Marketing case studies show how you tackled a problem and overcame it on behalf of your customer or client. It’s that simple. The more detail you give, the more authority you create for your company — and the more your leads will trust your expertise.

4 Case Study Examples

Before we tell you how to build a case study, let’s look at a few examples to get you warmed up. Each of these marketing case studies illustrates the power behind the medium.

They’ll also show you how different case studies can look depending on design, detail, results, and goals.

The Shopify case study by HubSpot demonstrates how a narrative can be woven from a company’s journey. When Loren Padelford became head of sales, he immediately identified weak spots in Shopify’s sales cycle, so he decided to adopt HubSpot.

This case study highlights the ways in which Shopify used HubSpot’s email plugin to save time and improve communication flow. There’s a quote from Padelford in the case study, which can add even more impact in terms of building trust among leads.

Here, we have a fairly vague result. The company — specifically Padelford — claims to have achieved great success with HubSpot’s tools, but there aren’t any concrete numbers to back that up.

There’s nothing wrong with this approach, though, as long as your customer or client can offer a raving quote.

Ecommerce marketing case studies can become extremely valuable. In this case, Bit.ly used a more traditional template for a marketing case study. The PDF document includes several sections that take you through the process of how Vissla improved its omnichannel marketing with Bit.ly.

The results were that Vissla was able to visualize and centralize data in one place. They gained greater control over their social media marketing, which resulted in faster and better improvements in the content they shared.

There’s also a quote from Vissla’s media marketing manager, Keegan Fong: “Bitly Campaigns offers us a whole new way to look at our marketing channels. By giving us an easy-to-use dashboard that instantly displays the results of our multichannel promotions, we can see what kinds of content work on what channel, which channels we should be investing in the most, and what we need to do to optimize our content.” [ For Social: @vissla ]

3. Viperchill

There’s a great marketing case study from Viperchill that you’ll want to check out. It’s a quick, fun read that explains how the author created a squeeze page that generated more than 700 leads and results in a conversion rate of 64 percent.

Notice that he used hard numbers. Sometimes, it’s impossible to boil results down to a figure or percentage, but if you can, do so. People comprehend real numbers faster than lengthy text explanations.

4. MarketingSherpa

This MarketingSherpa case study is super detailed and describes the process by which MarketingSherpa helped a natural foods company boost revenue by 18 percent with a site redesign. You see the entire project from start to finish.

You’ll notice that there are lots of visuals. Since this marketing case study focused on design, visuals were imperative. Let your business and its niche guide the way in which you construct your case study.

How to Create a Case Study Marketing Strategy That Converts

Now that you’ve looked through a few case studies, how do you create a marketing case study of your own?

It starts with a case study marketing strategy that’s designed to convert leads. You don’t want to choose just any project. It should be geared toward other businesses or customers who might benefit from your business.

Let’s take it step by step.

1. Choose a success story that is closely related to your potential customer

You might notice that many companies publish numerous marketing case studies. There’s a reason for that.

Each case study targets a different segment of the company’s target audience. Let’s say that you sell shoes, purses, and hats. A case study about shoes won’t interest someone who’s shopping for hats.

You can either choose a project that has already concluded or one that is starting or underway. It’s always best to start at the beginning, but if you’re anxious, you can take the reverse-engineering route.

Decide which segment of your target audience you want to appeal to first. Next, select a case study subject closely related to that segment. You want your marketing case study to resonate with the leads you most want to convert.

2. Identify the key points of the case study and use storytelling

Decide what parts of the case study you want to highlight. These details will likely appear in the marketing case study’s headline as well as throughout the rest of the text.

For instance, if you helped a customer boost revenue by 200 percent, that’s a highly relevant detail. You’ll want to spotlight it in the headline and several times in the content so you keep it fresh in readers’ minds.

You might have several key points. Think about the struggles your customer was facing before you stepped in, how you approached the solution, and why alternatives weren’t working. When you can provide numbers, do so.

Once you’ve identified those key points, start weaving them into a narrative. Make it exciting! Add sensory details, frustration points, and colorful anecdotes.

A marketing case study shouldn’t sound dry. It needs to engage the reader so he or she keeps going until the end.

If possible, intersperse the copy with images. Make them relevant and easy to see on the screen. Let the images help supplement the story you’ve woven.

3. Highlight the great results

As mentioned above, results are paramount. If you can express them in numeric form, so much the better.

Consider creating a custom graphic to serve as the featured image on your post. That way, people can share the image on social. Add the amazing result to the text on the image to entice people to click.

The point here is to capture attention. If people are willing to pay attention to you, then you’ve won the first part of the battle. As long as you maintain that attention, you have a good chance of converting the lead.

4. Explore different types of design

Design can prove fundamental to a marketing case study’s success. If you’re publishing it as a blog post, break it up with H2s, H3s, and H4s to guide the reader through the story. Add images and leading lines to keep the visitor engaged.

Remember that color matters. Consider using colors for text and images that correlate with your customers’ color scheme or with your own site’s palette.

5. Ask for feedback! What does your potential customer want to learn?

Don’t let the conversation stop at the end of your marketing case study. Open up the forum for more insights.

Invite readers to ask you direct questions about your business, products, services, or methods. Not only that, but respond to those comments. Take each one as a gift.

These comments might tell you what type of case study you should create next or allow you to cement a conversion by answering objections or questions.

Marketing case studies can improve your conversion rate , but you have to put in the time and effort. Yes, a polished case study requires work, but if you can secure sales from its publication, why wouldn’t you give it your full attention?

Remember that trust matters when it comes to converting leads into customers . If you don’t have trust, you’ll lose your leads to your competitors.

A great marketing case study demonstrates your track record. It builds a case for leads to use your products or services over someone else’s.

What are you waiting for? Start creating your first marketing case study now.

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Case Study: Driving Results With Multi-Channel Marketing

April 13, 2021

Marketing is one of those things that every small business needs but that can be challenging to get right, especially when it comes to allocating your marketing budget.

These days, there is a plethora of places you could connect with leads and customers, and with so many marketing channels, it can be challenging to determine how best to utilize your marketing budget.

Unfortunately, this often leads to small business owners making the mistake of focusing too much of their time and budget on just one channel, which can be very limiting.

Multi-channel marketing is a strategy that revolves around being wherever your potential customers are looking and using all relevant channels to connect with them. It’s something almost every business could benefit from.

Some multi-channel marketing stats you should know:

• 95% of marketers say they know how important multi-channel marketing is for targeting, but only 73% say they have a multi-channel strategy in place ( invesp )
• Marketers who use 4-6 channels in their multi-channel campaigns report the best response rates ( Business Wire )
• Businesses that use multi-channel marketing experience a 3x higher effectiveness rate than those that don’t ( MSP )
• On average, multi-channel marketing and selling increases revenue by 38%, 120% and 190% with each additional channel ( Shopify )

Driving clicks and traffic with multi-channel marketing

One capital lending company, with the help of their marketing team , saw just how valuable a strategic multi-channel marketing strategy could be.

Take a look at how much their clicks and conversions have skyrocketed in the second quarter of 2020 compared to the first quarter.

Quarter 1 (01/01/2020 to 03/31/2020):

Quarter 2 (04/01/2020 to 06/30/2020):

How did they do it?

First, they utilized a significant ad budget to drive immediate traffic to the site, and it paid off. They began getting multiple calls daily, and it helped to really turn the business around.

Second, they made it a point to stay nimble throughout the challenges of COVID. Their Marketing Success Manager worked closely with them to make sure that they were always taking advantage of what was hot at any given time and staying up to date as new factors came into play, like changing interest rates, political changes, etc.

They worked with their content writer to create landing pages for their site to keep their clients updated on the changes they were making. This led to an increase in the number of keywords they were ranking for organically.

Last but certainly not least, they enhanced their SEO strategy by creating and optimizing videos for their YouTube channel, which helped to drive more organic traffic to their website.

As tempting as it may be to put all of your eggs into one basket, marketing channels tend to work better together. The right multi-channel marketing strategy can really pay off and drive results.

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Getting Multichannel Marketing Right

• Kristin Naragon

Lessons from Nordstrom, Sirius XM, and others.

Consumer brands have more opportunities than ever to engage potential buyers. From tablets to smart watches to home AI assistants, the average household now has six devices connected to the internet.  But how do companies make sure they’re sending the right message, to the right person, on the right channel, at the right moment? First, offer seamless transitions between devices; an email reminder about a full online shopping cart should contain a “buy” link, for example. Second, leverage behavioral information to engage customers when it makes sense; SiriusXM sends text messages with account activation links because it knows customers are more likely to try out the service when they are in the car. Third, make experiences more convenient. For example, on game days, the San Francisco 49ers organization sets up kiosks around the stadium allowing fans to push a button to indicate whether they are satisfied or unsatisfied with their experience. Last, look for vendors who specialize in cross-channel marketing. With people using several different devices each day, there are great advantages to a holistic approach.

Consumer brands have more opportunities than ever to engage potential buyers. From tablets to smart watches to home AI assistants, the average household now has six devices connected to the internet. And nearly all Americans — 98 percent — use multiple devices a day. But how do companies make sure they’re sending the right message, to the right person, on the right channel, at the right moment?

• Kristin Naragon is the director of product marketing, Adobe Campaign.

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33+ Best Digital Marketing Case Studies [2021 Update]

• June 16, 2020

Looking for some inspiration for your digital marketing?

The best thing you can do is read up some real-life, practical digital marketing case studies.

But see, good case studies are few and far in-between…

...Which is why we compiled this mega-list of the BEST digital marketing case studies in 2021.

Whether you’re looking for SEO, Content Marketing, PPC, or whatever else, we included it in this guide.

So, let’s dive right into it.

Ready, set, go!

33+ Digital Marketing Case Studies [All Channels]

Looking for a specific digital marketing channel you want to read up on?

Feel free to skip ahead:

SEO Case Studies

Content marketing case studies, facebook ads case studies, google ads case studies, influencer marketing case studies, other digital marketing case studies, 1. apollo digital - 0 to 200k monthly organic traffic.

• 0 to 200,000 monthly organic traffic in 2 years.
• Ranked #1-3 for extremely high CPC keywords (20$ CPC+).

Case Study Summary:

Apollo Digital helped set up an SEO strategy for a client (business process management software) that brought in 200K+ monthly organic traffic in just 2 years.

• Apollo Digital (that’s us!) completely revamped a SaaS company’s content strategy.
• We pin-pointed issues with existing blog posts (mainly, keyword cannibalization ), and proposed improvements
• Did keyword research to identify and prioritize top keywords for the company.
• Implemented content outlines to make sure the content that writers were writing was on-point for SEO.
• Used superior content UX to make the blog extremely easy to read.

You can find the full SEO case study here.

2. Backlinko - 652% Organic Traffic Increase in 7 days

• Increased organic traffic to one of their webpages by 652% in 7 days.
• Ranking went from the middle of the second page on Google to #5.

Backlinko implemented the Skyscraper Technique 2.0. Here’s what they did...

• Created a mobile SEO checklist blog post which cracked the top 10 results for the target keyword, got a huge spike in traffic in its first week, but soon dropped to the middle of the second page.
• Realized the post was getting buried because it didn’t satisfy user intent for that keyword.
• Analyzed first page results to figure out user search intent for extremely competitive keywords (“mobile SEO”).
• Changed blog post format from case study to an actual checklist to satisfy the intent, and optimized for user experience by making the text easier to read.

Check out the detailed steps for the Skyscraper Technique 2.0 here.

3. Ahrefs - Using the Skyscraper Technique to Obtain 15 Links With a 6.5% Success Rate

• Sent out 232 emails and obtained 15 backlinks, at a 6.5% success rate.

Dale Cudmore tested the SEO skyscraper technique for his brand new site (an online cv builder).

• Picked a topic that was very relevant to his niche. Since he was trying to build a resume builder, the topic was “how to write a resume.”
• Followed the skyscraper technique and created even better content than what was ranking at the time.
• Then, he reached out to people who had already linked to the specific content he was improving upon. Since they had already linked to a similar article, they were more likely to link to content that’s better.
• Dale sent out 232 emails and obtained 15 links to his article. Though his rankings didn’t change significantly (extremely competitive niche), the technique proved to be a success for generating backlinks.

Want to learn more about the technique Dale used? Check out Backlinko’s write-up on the skyscraper technique here.

Looking to read the complete case study? Go here .

4. GotchSEO - Squeeze Page That Converts at 74.5%

• Set up a squeeze page that converted at 74.5%.

Natchan Gotch set up a high-converting squeeze page that used a lot of trust signals to get the visitors to opt-in for the content.

• Created a well-structured landing page & ran retargeting ads to it.
• Presented his offer through a benefit-driven headline.
• He used distinct trust signals (a recognizable logo, GDPR compliance, copyright notice) to mitigate any trust risks and maximize the chances of the prospect taking action.

You can check out the complete case study here .

5. Online Ownership - Winning in Local SEO for a Competitive Industry

• Ranked #1 for competitive taxi-related keywords ($1.38 CPC+) with local SEO .

Online Ownership, an SEO agency, helped a taxi company dominate local search rankings.

• Created in-city location guide on how to get to/from the local airports which has been viewed over 170,000 times by now. ..
• Mentioned info on long-term airport parking companies, got them to share the content once it was live.
• The company was at the end of one county, and the beginning of another, which hurt their location-based search queries when the county was specified. So he changed the local NAP (name, address, phone number), and corrected the PIN marker to correctly account for the business location.
• The business started appearing within the local pack for almost all main search queries within the city.

Check out the full case study here.

6. Kaiserthesage - The Definitive Guide to Enterprise Link Building

• Drove almost 5 million organic visits in 2 years through authority content. Focused 80% of the campaign promotion on acquiring high-quality backlinks.

Jason of Kaiserthesage wanted to create a process for generating high-quality backlinks. In this case study, he details his process outreach process:

• Identified tactics they could effectively use for link acquisition campaigns (broken/resource link building and link reclamation).
• Compiled list of high-authority brands that were likely to link back to them.
• Conducted large-scale outreach campaigns, and followed up at least 3 times per prospect.
• Tried out different content types for link building, including practical guides/tutorials, original research studies, case studies, infographics, and more.
• Tracked results every step of the way, optimized relevant site pages (write for us, recommended list pages, etc.), and tested more outreach tactics.

You can find the full enterprise link building case study here.

7. Growth Machine - 0 to 150,000 Monthly Organic Visitors in 8 Months

• Generated 150,000 monthly organic visitors in 8 months for a brand new blog project.
• The site grew from a tiny blog to one of the most popular tea blogs on the internet.

Nat Eliason (founder of Growth Machine), grew a tea blog to 150,000 monthly searches in order to use it as a case study for his agency.

• Nat chose a topic area he knew a lot about (tea) and knew there was an audience for.
• Researched keywords with the perfect mix of low difficulty and high volume and arranged everything in a spreadsheet.
• Started publishing high quality content surrounding the topic at a rate of four blog posts per week, every week, for 8 months.
• Used Reddit, Facebook groups, and Pinterest to promote the content and drive traffic. inked back to the new content from owned websites, and mentioned it in interviews and guest posts.

You can find the full case study here.

8. Robbie Richards - 6-Step SEO Process That Generated 150,732 Visits

• Increased organic traffic by 11,065% in just 6 months and generated 20,314 organic pageviews with a single post.
• Captured 2,335 emails.

Robbie Richards details the 6-step SEO process he used to grow his client’s drone site:

• Found a topic (drones) with solid monthly search volume and a lot of secondary keyword targets.
• Created the best online guide on how to fly a quadcopter - more in-depth and high-quality than other articles at the time.
• Optimized the blog post for on-page SEO, included plenty of external/internal links, improved page speed, and made the content more UX friendly.
• Inserted a pop-up and lead-box to start generating subscribers from the blog post.
• Promoted content on Quora and relevant online forums.
• Set up social automation to share content automatically
• Submitted content on to relevant scoop.it pages.
• Used 4 different outreach strategies to build high-quality backlinks.

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9. Apollo Digital - $25,000+ From A Single Blog Post

• Content piece went viral, generating $25,000 revenue in business from a single blog post.
• 20+ leads, and over 11,000+ in page views over the first month.

Apollo Digital created and promoted epic content, which went viral and brought in over $25K in revenue (and growing).

• Researched a topic that dealt with major pain points for SaaS founders.
• Created a super in-depth 14,000+ words blog post full of actionable tips and tactics on SaaS marketing , all based on their unique perspective and experience.
• Provided better content UX, used a ton of on-page visual elements, and a Smart Content Filter plugin to make the guide easier to digest.
• Promoted on 12 different marketing channels, including Reddit, Hacker News, and Facebook groups
• Ran ads on Quora, Facebook, Reddit, and Twitter.

Check out the full content marketing case study here.

10. Content Mavericks - This Content Distribution Strategy Got 87,591 Visits To One Blog Post

• Used a content distribution strategy to get 87,591 visits to one blog post in 60 days.

Chris Von Wilpert of Content Mavericks created a giant article that completely breaks down HubSpot’s marketing strategy. In this case study, he talks about the content promotion strategy he used to get the article to go viral.

• Created keystone content on HubSpot’s growth strategy.
• Promoted it to his fans: inner circle, social circle, and outer circle.
• Used free traffic multipliers: email, push notification, Facebook messenger, and outreach lists to distribute content.
• Used paid traffic multipliers to manufacture virality. Reached thousands of new fans by running retargeting ads on Facebook, Twitter, Google, and Outbrain

Check out the full content distribution strategy case study here.

11. OptiMonk - How iSpionage Increased Blog Referral Traffic by 58% in 1 Month Using Onsite Retargeting

• Increased blog referral traffic by 58.09%.
• Achieved a 5.47% CTR for blog redirect popup.

iSpionage was publishing new blog posts regularly, but their blog wasn’t redirecting a whole lot of referral traffic to their product page. Here’s what they did to fix that....

• They used an OptiMonk exit-intent popup to entice users to check out their main homepage.
• To redirect only interested visitors,the popup would only appear for readers who had spent a minimum of 10 seconds on the blog. And for better visitor experience, they set up the popup to appear a maximum number of 5 times per visitor, with at least 1 day between appearances.

Check out the full iSpionage case study by OptiMonk here.

12. SEO Travel UK - 11K Website Views in 2 Weeks From Infographic Marketing

• 11,304 website visits in 2 weeks.
• 245% increased in referral traffic compared to the same period of last year.
• More than 100 new high-quality domains linking to the site.

During the peak Game of Thrones popularity, SEO Travel UK went viral by creating infographic based on the popular show.

• Researched the best/most popular Game of Thrones content on the web to make sure that their project was worth pursuing.
• Created an infographic of all the real-life locations where the TV show was filmed.
• Reached out to people who had shared similar content in the past and asked if they’d like to feature the infographic as an exclusive.
• Promoted infographic on GoT fandom and other ‘geek’ sites and forums.

Check out the full content marketing strategy used and the case study here.

13. YesOptimist - Scaled a Startup From 0 to 100K Visitors/Mo In About One Year

• Scaled College Raptor from 0 to 100K organic sessions per month in about one year.
• Generated 1M+ visitors to the website.

YesOptimist used a content marketing strategy that combined evergreen, social/viral and link-earning content.

• Used public data and visualcontent (infographics, maps, rankings, etc.) to score early wins and backlinks from high-quality domain websites.
• Created a giant resource with rankings for overlooked colleges. Then, they reached out to the said colleges, and asked for a share. Overall, just this netted them around 250,000+ visitors in just one week.
• Published 200+ articles over a few months to achieve explosive growth.

14. CanIRank - How Fieldwire Scaled Marketing Without Losing Their Focus on Product

• Achieved top 3 rankings for nearly all of their primary keywords in 6 months.
• The traffic (if they’d advertised on the keywords) would cost them more than $10,000 a year.

CanIRank helped Fieldwire (web and mobile collaboration platform) boost their rankings for all primary keywords in their domain, beating out larger and more established companies.

• Used CanIRank’s “Improve My Ranking” tool to identify high potential pages with keywords that were ranking, but too low to get much traffic.
• Used data-driven on-page optimization for high potential pages.
• Revised content strategy and identified additional content topics that offered a good balance of value and ranking difficulty.
• Reached out to relevant media outlets and pitched founder interviews and other relevant stories.

You can see the full Fieldwire content marketing case study here.

15. BuzzSumo - How BuzzSumo Achieved $2.5m Annual Revenue in its First Year: Case Study in SaaS Growth

• Gained over 160K freemium subscribers and more than 2K paying customers in their first year.
• Gained 2.5M annual revenue total.

In 2014, as the use of AdBlock was growing, businesses were starting to rely on content more than ever. Here’s how BuzzSumo capitalized on the content marketing frenzy.

• Spent most of their budget on their content marketing tool, which generated more awareness, sharing, and advocacy than any marketing expenditures.
• Gained the support of important influencers (Larry Kim, Rand Fishkin, Neil Patel, etc.).
• Focused on making the product sticky and reducing churn rate.
• Created unique content based on data, gave away everything they knew, and started growing steadily over the year.

See the full case study of how BuzzSumo achieved 2.5M in annual revenue here.

16. GrooveHQ - Behind the Scenes: How We’ve Built a $5M/Year Business in 3 Years With Content Marketing

• Achieved $5M/Year in annual recurring revenue and gained over 250,000 readers each month in over 3 years.

GrooveHQ wanted to rebuild their content marketing strategy with a focus on their target market's challenges and goals. Here’s how they accomplished that:.

• Redesigned their content marketing strategy to be more transparent and focus on their own business challenges and goals.
• Asked new email subscribers about their business struggles, and answered those questions in the form of blog posts.
• Reached out to influencers, and asked for their thoughts and feedback on blog posts (Instead of begging them for shares).
• Ran A/B tests on narrative-based storytelling blog posts to see which ones performed better.

Find the full GrooveHQ $5M content marketing case study here.

17. Zest - Generate MQLs for 15x less? Yes, please. How Whatagraph crushed it

• Lowered Whatagraph’s cost per marketing qualified lead (MQL) by 15x - from $60 to just $4.
• Of all the users who signed up for a free trial as a result of the campaign, 9% were sales qualified leads (SQLs) that converted at a cost 4x less than Whatagraph’s usual paid advertising per-lead cost.

Whatagraph wanted to promote their annual marketing report template to the right audience without breaking their budget. Here’s how they did this:

• Whatagraph partnered with Zest to extend their web presence and promote their marketing annual report template.
• Paid $400 for a content boost strategy to promote their template on the Zest Content Stream and in their newsletter.
• The campaign started just before Christmas and continued through January 23, 2020, which lowered Whatagraph’s cost per MQL by 15x.

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18. AdEspresso - Facebook Ads Case Study: The Million Dollar Indiegogo Campaign

• Secured pre-orders from over 76 countries, with over 2,000 backers on Indiegogo.
• Achieved over $900K in funding.

BionicGym wanted to promote their Indiegogo page for an increase in sales and site visits. Here’s how they did this:

• Set up one campaign per country ads and set the objective to ‘Conversions’.
• Split-tested up to 252 ads and used the auto-optimization feature to relocate funding across the different ads, depending on how they performed.
• Set up retargeting campaigns and split test to everyone who visited the Indiegogo page and watched the Facebook video ad.
• Created lookalike audiences for the best-performing audiences.
• Reached a 9x ROI for some of the campaigns.

Check out the full Facebook Ads million-dollar Indiegogo campaign case study here.

19. Andrew Hubbard - $36,449 In Revenue From a $4,159 Ad Spend

• Generated $36,449 in revenue from $4,159 ad spend,
• Gained 769 new email subscribers and 128 new Facebook page likes.

Andrew Hubbard helped the client (Navid Moazzez) advertise his flagship course through Facebook ads.

• Ran ads a week before the course opened to get email newsletter opt-ins.
• Targeted warm traffic (Facebook fans, email list) first to an opt-in page.
• Ran ads for cold traffic, directing them to an un-gated (no-opt in) blog post. Once people had read the blog post, they were retargeted with ads promoting a relevant lead magnet.
• Created ads focusing on urgency and scarcity when bonus packages were starting to expire.

You can see the full Facebook Ads case study here.

19. Sugatan - Step-by-step Ecommerce Scaling from 50k/Mo to 520k/Mo with Facebook Ads

• $520K+ in monthly sales with 3.79x ROAS through the funnel.
• 2.35x ROAS at top-of-funnel, spending $100k+/monthly.

Sugatan (eCommerce growth-hacking agency) scaled their client using Facebook Ads and by testing different kinds of creatives. Here’s what, exactly, they did:

• Installed HotJar on the client’s eCommerce site to get insights on how customers behaved. Tested different video creative types, different ad ratio sizes, copy, thumbnails, and buttons to see what converted best.
• Killed off smaller ad-sets with the same audiences to prepare for scaling. Increased budget 20-30% twice per day for 2-3 days.
• Increased budget 1 month before Christmas and Black Friday sales, and launched a Facebook Messenger & email collection campaign 1 week before the sale started. Created VIP discounts for people who gave them their email addresses or subscribed to their messenger list.
• Starting running ads for the whole week before Black Friday - giving 10% off to everyone tracked via Facebook Pixel and 20% for VIP sales which were on for 24h.

Check out the full agency eCommerce business Facebook ad case study here.

20. Mark Brinker - How I Improved My Facebook Advertising By 400% In Just 4 Weeks

• Decreased cost per subscriber from $11.43 to $2.40 (79% reduction) in 4 weeks.
• Increased number of weekly subscribers from 10 to 51 (400% increase).

Mark Brinker (consultant) increased his weekly subscribers at a cheaper cost through Facebook Ads by promoting his e-book.

• Tested 6 different ad headlines and 3 ad images.
• Let all the 18 variations of the ads run for 1 week, and then eliminated the ones that were performing poorly.
• Deleted 3 more ads with headlines that were not resonating with the audience after that week.
• Found the winning combination by end of week 4 and continued running that ad.

You can see the full Facebook advertising case study here.

21. Leadpages - From 4% to 40% conversion

• Conversion rate shot up from 4% to 40% - a 10x increase from similar campaigns in the past.

Jenny Berk used Leadpage’s ad builder to promote her coaching services and optimize her micro funnel.

• Queued up $50 budget, created a custom audience from her email database (.CSV file), and layered a lookalike audience on top of that.
• Sent traffic to a targeted landing page, and created consistent ad copy and images throughout the whole funnel.
• Ran Facebook Ads for her warm leads and lookalike audiences, based on her email subscribers.

Check out Jenny’s full Facebook ads case study here.

22. Brian Downard - $194 in Facebook Ads into $100K in Sales

• Generated $106,496 in patio furniture sales from $194 in Facebook ads.

Brian Downard helped high-end patio furniture store client drive more sales and bring in more people into their local store;

• Built a warm audience using the content the furniture store had been previously sharing (blog posts, eBooks, infographics, guides, and more).
• Incentivized people to go visit the showroom in person by offering a 50% discount in the ads.
• Redirected people to a landing page from the ad, which showed a variety of products to appeal to different target audiences.
• Included a clear CTA for them to get in touch with the sales team.

You can find the full Facebook ad case study here.

23. Reinis Fischer - Spending $4 Per Day On Facebook Ads - Case Study

• Top ads gathered 1,000+ likes and shares for a budget of $8.
• Gained 50-200+ clicks per day back to the website and acquired 600+ new followers on Facebook.

Reinis Fischer grew his Facebook page about his tourism services through Facebook Ad campaigns promoting his article:

• Targeted other countries for his blog articles about tourism activities in Georgia to build brand recognition and grow his Facebook page.
• Spent $4 per day on Facebook ads and promoted only the best possible articles related to his audience.
• Promoted 1 article for 2 days with an 8$ budget for 30 days.
• Once each campaign was over, manually invited everyone who liked the posts to follow the Facebook page as well.

Check out the full spending $4 per day on Facebook ads case study here.

22. Paid Insights - AdWords Case Study: How $520 Turned Into $6,120

• Spent $520 and acquired 6 new clients for local mental health counselors.
• Gained $6,120 in revenue over 3 months.

Ross Kaplan of Paid Insights helped mental health counselor client gain new clients by running a local AdWords campaign:

• Built a new website for the client & optimized it for conversions.
• Used modified broad match keywords so that people would still get the ad even if they searched for it in a different order.
• Targeted only local zip codes surrounding the client’s office so the drive time for her customers would be under 10 minutes

Check out the full AdWords case study here.

23. Daisy-ree Quaker - PPC Case Study: How We Cut AdWords Costs by 67% With a Simple Tweak

• Costs dropped by $10,000 while conversions remained the same.
• The cost per conversion dropped from $87 to $16.
• Impressions dropped by 72% while CTR went up 103%.
• The conversion rate rose from 6% to 18%.

Daisy (online marketer) helped her SaaS client rethink their ad bidding strategy.

• SaaS company client wanted to cut back on ad spend because constantly bidding for first place was becoming too expensive.
• Realized most web users are trained to scroll past ads and decided to start bidding on 3rd position on Google as a test.
• Saw campaign results start increasing over the course of 3 months. Lowering AdWords rank helped get more views on their ads, and widened the pool of people that could see the ads because of a closer association with natural listings.

You can find the full PPC case study here.

24. Exposure Ninja - How We Increased PPC Leads by 325% in 60 Days for a Dental Clinic

• Increased conversions by 252.94% (from 17 to 60).
• Decreased cost per conversion from £154.28 to just £34.37.

Exposure Ninja helped a dental clinic, based in a competitive area for PPC ads, generate more customers.

• Installed Hotjar to understand where users were dropping off on the landing page and which areas were acting as conversion blockers. Found that visitors weren’t able to find the information they needed about the client's top service.
• Created a new landing page focusing on their priority, high-profit services.
• Because the client was running a Google Ads campaign before, they could use historical data to experiment with advanced bidding strategies.
• Introduced the new landing pages and tweaked the campaigns to maximize the client’s budget.

You can find the full increased dental PPC leads case study here.

25. ColaDigital - How We Increased Sales by 30% in 30-days Using Optimized Google Ads For a Local Business

• Increased year over year sales for local business by 30% in 30-days

ColaDigital helped a client set up their Google Ads account campaign from the ground up after they had an unpleasant experience with another agency.

• Created unique ad groups and ads for the client's most profitable keywords.
• Set up a hyper-targeted campaign using 1 unique ad group and 3 different match types for each ad group keyword.
• Set up negative keywords and turned on audience demographics in Google Analytics

You can find the full google ads local business case study here.

26. BoxCrush - AdWords Success Story

Helped an industrial client who had a lot of impressions but very little clicks:

• Increase CTR from 2.41% to 3.89%
• Decrease CPC from $2.24 to $2.17 in 1 month.

BoxCrush helped an industrial client improve their AdWords campaign when their click-through rate had fallen.

• Rebuilt customer’s AdWords account from the ground up, splitting it into meaningful campaigns that targeted specific demographics.
• Built Ad Groups within each campaign and created ads targeting audiences with each group.
• Once they saw an increase in performance, they expanded the client’s campaign from three Ad groups to six.
• Made the ads relate more to specific keywords, which caused the clickthrough rate to increase.
• Refined and re-optimized the process over time, causing the results to grow even further after the 1st month.

27. Sumo - How Noah Kagan Grew A Website To 10K Visitors In A Month

• Grew website from 0 to 10K visitors in a month.
• Grew email list from 173 to 2,322 in 3 days.

Noah Kagan took on an apprentice (Julien Marion) and helped him grow his brand new blog about sleep from scratch, with no prior connections or budget.

• Created a simple landing page to capture emails before the site was live.
• Set realistic and SMART traffic goals of 10,000 visitors in 30 days.
• Created a quant-based marketing approach strategy to build the plan, thus working backward from the 10K visitors goal.
• Reached out to relevant companies to participate in a viral giveaway that he would then promote to the site’s audience through their newsletter.
• Reached out to niche influencers for interviews to drive referral traffic.
• Tracked daily results and goals to stay accountable.

See the full marketing plan and the whole growing website case study here.

28. HubSpot - How PureVPN Increased Website Traffic by 289% Through Storytelling

• Gained a 289% increase in new visitors’ traffic site year over year.
• Helped raise awareness on cyberstalking and attracted people who wanted to add to the conversation.

PureVPN wanted to tell the stories of cyberstalking victims and raise awareness on the subject. Here's how they did it:

• Designed a buyer’s journey centered around raising awareness on cyberstalking and its effects on society.
• Researched reading habits of their buyer persona, used keyword research tools for idea generation, and searched for topics on Quora based on questions real people were asking.Gathered statistical data of past and recent cyberstalking incidents. Identified and reached out to influencers who were associated with cyberstalking awareness campaigns and victims or people who could tell their stories.
• Interviewed influencers and turned the interviews into blog posts. Experienced a significant spike in website traffic through influencers sharing the content.

See how PureVPN increased website traffic through storytelling and influencer marketing tactics here.

29. Beeketing - How Gymshark Grew by 200%+ Year On Year and Hit £41M in Sales

• Grew by 200% year on year and hit £41M in sales in nearly 7 years.
• Achieved a cult-like following.

Ben Francis (founder of GymShark) disrupted the gym apparels market using social media and influencer marketing.

• Only selected specific influencers with strong Instagram engagement and following to gain credibility.
• Sponsored various fitness Instagrammers, YouTubers, and bloggers and organized meet-ups.
• Partnered with fitness and lifestyle influencers on TikTok.
• Announced the "66 Days" fitness challenge on their site and other social media platforms to drive user-generated content.
• Built long-lasting relationships with fans on Instagram, Facebook, Twitter, Pinterest, Spotify, and other social media channels.

Check out the full Gymshark influencer growth story here.

30. Leadfeeder - How ConvertKit Grew from $98k to $625k MRR by Doing 150 Webinars in 1 Year

• Grew monthly revenue from $98K to $625K in 12 months.
• Hosted more than 150 webinars in the first year, saw a 637% growth in monthly revenue.

Founders of ConvertKit (email marketing platform) wanted to grow their brand and generate revenue with a low budget. They decided to focus on webinars.

• Focused on one marketing strategy (webinars) that didn’t require a lot of money and they could use to build a community around a relatively new product.
• Maintained a wide-open affiliate program and started doing webinars with any affiliate partner, no matter how small their audience was.
• Gave away tons of free information in 20-30 webinars per month, while asking for nothing in return.
• Maintained a narrow target audience (blogging community), and kept the technology simple (minimal tech issues).

You can find the full webinar marketing case study by ConvertKit here.

31. Buffer - The Simple Facebook Posting Strategy That Helped us 3x Our Reach and Engagement

• Tripled reach from 44,000 to 150,000+ people per week on Facebook.
• Increased average daily engagement from ~500 to 1,000+.
• Posts started reaching between 5,000-20,000 people

Buffer noticed their Facebook reach and engagement were decreasing for their posts over time. Here's what they did:

• Noticed that the more they posted on Facebook, the less reach they received with each post.
• Started posting only entertaining and educational content.
• Posted only once or twice on Facebook and curated content to increase engagement.
• Created a few brand awareness and engagement-focused posts to build an active Facebook audience.
• Boosted posts that were already performing well to amplify the reach.

You can find Buffer’s complete Facebook posting strategy here.

32. SEMRush - Raise Your Game: A Step-By-Step Guide To Gamification Marketing

• More than 9,300 users took part in their game.
• Received 8+ million impressions on Twitter.

SEMRush wanted to educate their users on their different product features and stand out while doing so. For this, they used gamification marketing..

• Customers were finding it hard to stay up to date with all the novelties the SEMRush tool offered. SEMRush wanted to increase their awareness of their platform’s wide functionality and increase the number of tools people used.
• Aligned campaign with a global event (Easter).
• Made it so that the Egg Hunt game looked good and felt satisfying from a gamification perspective. Those who found all 15 eggs were awarded a list of the 10,000 most searched keywords for 10 countries.
• Created a special hashtag for Twitter (#semrushegghunt), which picked up and went viral, and made sure the customer support and social media teams were ready in case users needed any help.

Check out the full step-by-step guide to gamification marketing case study here.

33. Hootsuite - How the British Museum Increased Social Media Engagement by 126%

• Gained 2M+ new followers on Twitter, Facebook, and Instagram.
• Gained 126% more tweet responses, increasing customer engagement.
• Over 1,300 tweets tagged and analyzed to uncover actionable insights.

The British Museum turned to Hootsuite to set up a better social media campaign strategy and engage more frequently and more effectively with its audience.

• Set a three key goal strategy to increase online reach and engagement, deliver digital-first customer service, and identify opportunities for income and revenue generation.
• Identified opportunities to develop channel-specific content to make the best of each social media channel.
• Used Hootsuite to adapt to the new social media strategy and to track and analyze results.

See the full British Museum social media case study here.

34. Saashacker - 19 SaaS Marketing Strategies That Bootstrapped Ahrefs To $40m ARR

• Grew from 15 to 50 employees and over $40M in annual recurring revenue while being 100% bootstrapped.

Ahrefs used a mix of different SaaS marketing strategies to grow their brand.

• Rejected conventional SaaS marketing wisdom, focused on product quality driving word of mouth marketing and boosted their exposure at the world’s biggest SEO event. Went semi-viral on Twitter by adding nerdy SEO data to the coffee cups at the conference and giving them away to attendees..
• Produced a lot of content on how their SEO tool solved specific problems and used blog posts as ads.
• Created and gave away courses on blogging for businesses for free, used word of mouth marketing to promote it, and pushed employee images to the front to gain readers’ trust.
• Did 20 podcasts in 4 months, posted content a lot on Reddit, YouTube, their own blog, and other channels.
• ...And a LOT more.

See the full case study here.

And that’s a wrap!

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RESNA/NCART 2016

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James A. Leahy • University at Buffalo, SUNY Center on Knowledge Translation for Technology Transfer

The importance of choosing the right distribution channel and promotion strategy for commercial product success cannot be emphasized enough in today’s marketplace (Fisher, 1997). It’s especially important to consider both distribution and promotion when you are going after a new customer segment, releasing a new product or looking for ways to aggressively grow a business targeted at a specific consumer demographic.

Knowing the field, the target market, and the buying tendencies of the demographic you are targeting, are just as important in the launch of a new medical or assistive technology (AT) device as they are in the launch of a mainstream product.

This paper will present three case-based examples of new product launches whose success, or lack thereof, can be directly attributed to the distribution channel selected and the promotion strategy used for the product. The cases presented vary from mainstream Aids to Daily Living (ADL) consumer products to a medical/AT device.

There are a myriad of distribution channels available to a corporation or a small company attempting to introduce a new product into the marketplace (Pareras, 2011). Distribution channels can be Wholesaler/Distributor, Direct/Internet; Direct/ Catalog; Direct/Sales Team; Value–added Reseller; Consultant; Dealer, Retail, Sales Agent/Manufacturing representative among others.

In New Product Development (NPD) one may follow all of the steps in a Stage Gate Model of product development but still be faced with a well-defined, consumer needed product that does not sell. Why?

In the past, size of market and product price would dictate a distribution strategy. Now our research has shown that the distribution channel along with the promotion strategy selected is of great importance in ensuring a product’s successful introduction into the marketplace. No longer does size of market and product price dictate a distribution strategy. The distribution channel and promotion strategy must be directly attuned to the needs, wants, tendencies and idiosyncrasies of your target market (Williams & Page, 2011). In our case, that target market has become the Baby Boomer generation.

According to the United States Census Bureau the current population of the United States is roughly 321 million people (U.S. Census Bureau, 2015). Of those 321 million people, 23.7% of the total population or approximately 76.4 million were born in the 18 years spanning from 1946- 1964 (Information Resources, Inc. [IRI], 2008). This demographic group is commonly referred to as the Baby Boomer Generation. Despite being pigeonholed into one all-encompassing demographic group, in actuality, the Baby Boomer generation is quite diverse.

No matter how much you have previously heard  or read about the affluent Baby Boomer generation, the majority of this generation will not be financially well off (Court, Farrell, & Forsyth, 2007). While Baby Boomers in the United States have spent significantly throughout their lives, only 25% are financially prepared for retirement and are aging with confidence. Over 50% of this generation want a comfortable retirement and feel entitled to it, but unfortunately they don’t have the money to pay for it. And what does this mean? It means that more and more Baby Boomers will be looking for support from the government and support from their children to fund their retirement years (Brandon, 2013).

Boomers have encountered their version of the Great Depression with the Great Recession; and have much less in the way of pensions and retirement   nest eggs than previous generations (Associated Press-NORC center for Public Affairs Research, 2013). Boomers aren’t prepared for retirement; and will continue to work in retirement. Boomers are also called the sandwich generation as they are caring for aging parents and still providing for their children which is causing them to spend more money and save less (Williams & Page, 2011). Boomers want to age in place and are seeking products that will make their lives easier. Over 70% of this generation uses the internet as a communication tool, an information gathering tool, and some for social networking (Williams & Page, 2011). But that still leaves a significant number, 30% or roughly 23 million Baby Boomers who don’t use the Internet at all! Baby Boomers still use print media - newspapers, targeted periodicals, magazines - and are still addicted to television. They will search for product information on the internet more than previous generations but less than younger generations. Boomers want comparison product information; want product reviews; and want value for their money.

CASE STUDIES

The following are three case studies of new product introductions of products developed for the Baby Boomer generation. The distribution channels and promotion strategy used for each product is discussed along with the relative success or failure of the product in the marketplace.

Case 1 Lids off Jar Opener – Mainstream ADL Distribution Channel with Extensive Cross Media Marketing Campaign

Historically, people of all ages and ability levels have struggled with the troublesome task of opening vacuum-sealed food jars. From pickles, to mayonnaise, to sauces of all kinds, a large variety of prepared foods and condiments in today’s supermarkets are packaged in jars. An opportunity was identified to develop an automated jar opener appliance that would address this apparent void in the marketplace and significantly enhance the quality of life for people with functional limitations or disabilities (Center on Knowledge Translation for Technology Transfer [KT4TT], 2009a).

A large consumer appliance manufacturer (Black and Decker) was approached and enticed to enter  this untapped market. Direct consumer involvement was employed throughout the product development phase and the resultant product, called Lids Off, was developed with an initial manufacturing production run of 500k units. Distribution would first be through an Internet product launch as a preliminary ‘testing of the waters’ on consumer purchase intent and price point. Even though consumer testing had shown a consumer price point of $39.39, an initial retail price of $49.99 was selected for its Internet product launch. Following a successful internet launch, additional distribution channels would be through mainstream product retailers (Wal-Mart, Target and others) currently selling small home kitchen appliances.

The Lids off Jar Opener made its formal debut at a marketing/press event called Christmas in June in New York City. An in depth publicity campaign was initiated with advertisements in many newspapers and family oriented magazines.

Internet sales were slow. After a month or so, it was decided to lower the retail price to $39.99 and increase the advertising budget for the product. The product was shipped to mainstream retailers and appeared in their weekly sales advertisements distributed nationwide through newspapers and the Internet. With the increased advertising campaign and having the product available through mainstream distribution channels, sales of the new jar opener  took off. Sales were so robust the initial product run was sold out in November and the company had to withdraw its December holiday advertisements for the appliance, as it no longer had product to sell. When inventories were replenished the following February, sales continued at a very rapid pace with over 1 million Lids off Jar Openers being sold in  the first year.

A key fact discovered in consumer focus groups was that the targeted user of the appliance would not be the purchaser of the product. While older adults clearly wanted and needed the device, they were not willing to spend any money on purchasing the device. However, they were very willing to receive it as a gift. The true sales target market for the product became

Case 2: The Line Butler – E-commerce Only ADL Distribution Channel with a Minimal Marketing Campaign

The primary market was identified as older adults or people with disabilities who are living alone and may accidentally knock or leave the telephone ‘off  the hook’. In addition, individuals with children or pets were found to be a secondary market as children or pets may accidentally leave or knock the telephone off the hook, causing an inconvenience to the parent/pet owner. Parents and pet owners were deemed likely to buy this device for themselves, while the adult children (Baby Boomers) of older adults were deemed likely to buy it for their parents’ use. A search of recently introduced and successful products in the telephone accessory marketplace revealed that existing devices did not provide the planned functionality of the proposed device. The competing product analysis also demonstrated that the target price for the Line Butler would have to be in line with telephone caller identification devices and priced under $30.

The device was intended to be sold for profit through the E-commerce marketplace. At the onset of this project, the increasing use of cell phones was not a major concern. At the time, the older adult segment of the target market tended to resist the use of radically new technology such as cell phones. However, the advent of cell phones and VOIP  (Voice over Internet Protocol) technologies acted as disruptive technologies in the mainstream segments of the target market. The advent of cell phones caused the mainstream marketplace for traditional land line telephones to shrink rapidly.

A small number of units of the Line Butler were produced in an initial trial production run. The device was launched on various E-commerce companies’ product web sites without the benefit of a major cross media marketing campaign informing the general public of the product’s existence. In light of the market changes, an extensive marketing campaign to the adult children of older adults would have to be mounted to encourage them to purchase the item as a gift for their older adult parents. The team carefully evaluated the new market conditions and determined that large-scale production would no longer be feasible. Even with a successful targeted marketing campaign, the loss of the larger secondary market (parents with children or pets) due to disruptive technologies created a situation where manufacturers would not be able to recoup the high- dollar investments needed to continue through the production phase. With potential revenues declining as cell phone usage increased, the project was terminated.

Case 3 iWalk 2.0 – Medical/AT Device Distribution Network with Intense Clinician Training Support from the Manufacturer

The iWalk 2.0 was developed as such a device and is a hands free crutch substitute (iWalk-Free, n.d.). It is a first of its kind mobility device that frees a person from the limitations of conventional crutches. Rather than marketing this new device directly to the consumer, the company elected to market the device directly to clinicians who would ordinarily be fitting the target population with standard crutches.

Common misconceptions from just looking at the iWalk 2.0 range from that it is unstable and you may be injured using it, to that it will be difficult to learn and use. So how is this addressed for both the clinician and the consumer? First, the company provided a highly informative web site to serve as a reference for the clinicians and consumers. Next, the company personally teaches each retailer about the device, how to sell it, and how to fit it. The company provides a webinar and certifies clinicians (dealers) to become iWalk fitters. The product typically outperforms consumer expectations, so the dealer has to be armed with the knowledge to disarm consumer misconceptions.

The iWalk 2.0 distribution channel is that of being sold by the manufacturer directly to trained dealers who in turn sell the consumer on the product. There is no promotion strategy other than entering into new medical device competitions at various trade shows throughout the nation and winning them. The iWalk 2.0 has also benefited from publicity on its use by high profile figures such as Harrison Ford. Mr. Ford uses the iWalk 2.0 due to an injury he incurred during filming of the new Star Wars movie.

When choosing a distribution channel for a newproduct there are many questions to be asked such as: does your product need to be customized or installed; does it need to be serviced; is there a need for education and training in the use of your product. Or is your new product a useful, intuitive to use product that is just ‘plug and play’ ready for the consumer?

When selecting a promotion strategy, the key question has always been: ‘What is the best way of informing your target market of your product’s existence?’

When designing a promotion strategy for the Baby Boomer demographic, we found there is certain terminology you should not use. When advertising to Boomers do not speak of impairments or functional limitations, instead speak of ease of use. Do not use terms like golden years, the elderly or senior citizens. Boomers want to age gracefully and consider the age 60 as the new age 40. Boomers are more determined to stay active, stay in better physical shape, and remain more mobile than previous generations.

Our initial research has shown us two main points one must consider when introducing a new product for the Baby Boom generation. First, whenever possible, distribute it through mainstream distribution channels with a broad promotion strategy. As technologically savvy as some Baby Boomers are, introducing a product strictly through the internet will not find the large number of buyers needed for a successful product introduction. Second, you must know the competitive landscape you are entering, and the eccentricities of your target population. For example, for a specific medical/AT device, the payer (who is actually buying the product), the prescriber and the user are all different stakeholders with different concerns and interests. The incentives and objectives for each stakeholder are different. Clinical needs are also important and the difference between success and failure for a new medical/AT device product here usually lies in the selection of the appropriate distribution channel and promotion strategy.

With the aging of our population, we are seeing more and more companies broadening the target market for their new product introductions. This has mainstream companies seeking to create products with more flexible, accessible, user interfaces that broaden their markets and increase their sales.

Associated Press-NORC Center for Public Affairs Research. (2013, October 14). National Survey:

Working Longer - Older Americans’ Attitudes on Work and Retirement. Retrieved May 18, 2015 from http://www.norc.org/NewsEventsPublications/ PressReleases/Pages/ national-survey-working- longer-older-americans- attitudes-on-work-and- retirement.aspx

Brandon, E. (2013, May 13). The Baby Boomer Retirement Crunch Begins. U.S. News. Retrieved May 18, 2015 from http://money.usnews.com/ money/ retirement/articles/2013/05/13/the- baby-boomer- retirement-crunch-begins

Center on Knowledge Translation for Technology Transfer (KT4TT). (2009a). Lids Off Jar Opener example. In The Need to Knowledge Model for Commercial Devices and Services (Stage 4).

Retrieved May 18, 2015, from http://kt4tt.buffalo. edu/ knowledgebase/model.php

Center on Knowledge Translation for Technology Transfer (KT4TT). (2009b). Caller connect example. In The Need to Knowledge Model for Commercial Devices and Services (Stage 2). Retrieved May 18, 2015, from http://kt4tt.buffalo. edu/knowledgebase/ model.php

Fisher, M. (1997). What is the Right Supply Chain for Your Product? A simple framework can help you figure out the answer. Harvard Business Review, March-April 199.

Information Resources, Inc. (IRI). (2008, November). Baby boomers: one size does not fit all. Times & Trends: A Snapshot of Trends Shaping the CPG and Retail Industries. Chicago, IL: Author.

iWalk-Free. (n.d.). Home - iWalk-Free. Retrieved May 18, 2015, from http://iwalk-free.com/

Pareras, L. (2011). Chapter 4: Healthcare Innovation Areas. In Innovation and Entrepreneurship in the Healthcare Sector: From Idea to Funding to Launch (1st ed., pp. 88-118). Phoenix, MD: Greenbranch Publishing.

U.S. Census Bureau. (2015). U.S. and World Population Clock. Retrieved May 18, 2015, from http:// www.census.gov/popclock/

Williams, K. & Page, R. (2011). Marketing to the Generations. Journal of Behavioral Studies in Business, 3, 1-17.

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Home » Management Case Studies » Case Study of Fedex: Using Marketing Channels to Create Value for Customers

Case Study of Fedex: Using Marketing Channels to Create Value for Customers

FedEx as a service company that mainly focuses on transportation or shipment services, channel played an important role leading to success. FedEx need a good channel to get and reach more customers. FedEx has a strong network structure linking all the market together. FedEx serves more than 220 countries and territories currently. Further, these networks are linked up by land, air and ocean transportation. FedEx’s service covered all around the globe, making services available for customers from many countries and almost every place. FedEx has many drops off location around the globe. Customer can choose either one drop- off location that is nearest to them.

FedEx has great air network, having more than 320 daily international flight and 654 aircraft ready to ship the packages. FedEx has many hubs around the world working as a midpoint of delivering the packages. There are four hubs in Asia pacific. That is Shanghai, Osaka, Seoul and Guang Zhou. Besides, FedEx has hubs in London, Colonge, Frankfurt and Paris which will later ship the parcel around the European area. Moreover, hubs that link the Latin America, the Caribbean and Canada was in Memphis and Miami.

One thing that makes FedEx so special out of so many transportation or shipping company is the collection of airplane uses by FedEx in order to ship the parcel. FedEx is the first company who use the plane called Boeing 777. The uniqueness of the plane is the plane is fuel saver. It shorter the transit time with larger space to put the parcel. This had made the overnight carrier service possible.

FedEx was famous in its overnight service. Customers can receive their packages at the same time on the next day. The strong backbone of shipping network structure by FedEx makes this service available. An example given to explained how FedEx manage to ship the parcel between 24 hours and reach at 10.30am. A customer decided to ship his parcel from Shang Hai to New York City. FedEx pick up the shipment in time to make the same-day trans-oceanic flight. FedEx picked up the package from client at the time of 4:50 pm, Tuesday. The package was delivered to Shang Hai’s facility for sorting process. Then, the package reaches Shang Hai Pudong International Airport at 9:30 pm. At 11:30 pm, the package leaves China and in the Boeing 777 aircraft on the way direct to Memphis, Tenn. The flight travel east of the Pacific Ocean and passed the International Date Line. At the time 11:30 pm, the package arrived in Memphis. In Memphis, the package was on loaded, cleared, sorted and reloaded on to a flight from Memphis to Newark. In Newark, the shipment ship by truck to New York City. This is how the package from Shang Hai reach client in New York City and at the time 10:30 am Wednesday.

From the example, the package was first picked up and sends to the facility for process, then to airport. The package then reach the hub and been process again. Finally, the package was delivered by motorized vehicle. FedEx has more than 43,000 motorized vehicles which make FedEx manage to reach many places in different country. Example of motorized vehicle commonly used by FedEx was trucks, vans, containers, and also tricycles.

FedEx delivered by electrically-assisted tricycles in Paris to avoid traffic jam in order to ship in time. The tricycle was designed to put packages back on the tricycle. It has a removable storage container that places between the back two wheels. It is 100 per cent electrical and it has to start manually. It is 100 per cent eco-friendly and it enable delivery work more efficient even faster that a car or truck.

FedEx not only ship with aircraft and motorized vehicles, but also by ocean cargo. It provides another choice for customer to choose. The ocean cargo services provided by FedEx linking North America, Latin America, the Asia-Pacific region, Europe and the Middle East together. Besides, FedEx has enough amount of ocean cargo to make their services, choosing on the space of cargo available. For example, allow customer to have full-container-load (FCL) for user that need huge space and less-than-container-load (LCL) for those customer that do not need so much cargo space. Further, FedEx has ocean cargo with different facility like refrigerator, on-board cranes, on the cargo ship to provide the service like ship dry or liquid bulk shipments and handle heavy shipments to smaller ports.

Moreover, customers usually expect their package to ship in time with good condition. FedEx understand that and come out a solution that is provided packing service. It tried to help in avoiding damage in packages. In order to make the service available, one of the FedEx’s subsidiary company was designed to become one of the channels in helping customers to pack their packages. So, customers can now bring their package to any of the FedEx Office and ask for pack up service.

Further, FedEx knows that this the era of information technology. Everyone seems to be online often and many things can be done online. FedEx understand that there is a need to open a web site as a channel in order to make the service available for more people, especially for those who seldom go out and always do online shopping. The website makes the process of shipping easier. Everyone can use the service. Now, FedEx’s customer can ship online with few step and avoid many process of filling up the forms.

FedEx reach customers in many different ways. Beside of online, by air, by land, and by sea, FedEx reach customers by telephone and fax. This is another channel provided by FedEx to customer called and pick up service. In order to provide convenient to customer, understanding some people might think lazy to go out just for dropping a small package, and also for people who definitely very busy and lack of time, called and pick up service is a very good way to reach them. Customer can just dial FedEx’s customer service number and ask for a pick up. FedEx will pick up the package from you and the great thing was the time count once the package was picked up by them. Further, Customer can fax to the company to have the service.

In another hand, mobile phone or smart phone are uses as a channel to reach more customers. Smart phone become very popular nowadays. People tend to have one smart phone to do many tasks on the go. FedEx makes the website of FedEx available for smart phone user, trying to attract more customers to use their service. FedEx customer can do tracking of parcel, schedule a pick up, and even billing by using phone. It makes the service become very convenient especially for those who usually travel around and wish to deliver their parcel.

FedEx understand the important of customer service. So, a company called FedEx Service is there specialized in information technology. They providing back up and information like tracking information, customer’s detail, and customer’s history of using FedEx’s services, estimate the duties and taxes and handle the claims and complaints. Besides, the company also provides information about the service and company. It is to make the customer service and online tool available at all the time whenever customer needed them. Furthermore, it is a guide for customer because much information was provided on the web site.

One of the channels in marketing is employee. As a service provider, employee is the first who reach the customer and make the service available. It often leads to satisfaction of customer. In order to make the service deliver in a certain standard, employee is been train. The employees required test in every six months to ensure their skills meet minimum acceptable requirements. Extra training was required for those who are not met the minimum requirement. Employees need to go through computer-based training, satellite broad-cast training, and staff-conducted training in order to perform the service to customer.

FedEx’s channels are backed by the computer system called COSMOS. That is Customers, Operations and Services Master Online System. It is a centralized computer system to manage people, packages, vehicles and weather scenarios in real time. It is to make sure all the channels are working properly.

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28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

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B2B Marketing pp 665–684 Cite as

Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence

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This case study shows how B2B marketing can use a modern MarTech infrastructure for sales channel management in coordination with the sales department in the short term and with a high turnover. This important sales channel is hardly or not at all handled by most B2B marketing departments, although especially in this area enormous potentials in terms of so-called “low hanging fruits” can be realized. The project is presented and described in terms of content. The article deals with challenges as well as pitfalls and problem areas in detail. The case study makes it possible to set up a modern Sales Channel Management 4.0 easily and effectively.

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See Strohmeier’s contribution on the topic of Predictive Intelligence with regard to the structure of such an application or department in this publication.

See the article by Halb and Seebacher on the topic of customer experience and touchpoint management in this publication.

https://www.investopedia.com/terms/c/cagr.asp Accessed: May 21, 2020.

See the article by Halb and Seebacher on Touchpoint Management and Customer Experience in this publication.

See the article by Seebacher on the Marketing Maturity Model at the beginning of this publication and the comments on the Marketing Process Library.

See the chapter by Mrohs in this publication.

See the chapters by Klaus and Romero-Palma in this publication.

See Strohmeier on “Central Business Intelligence” in this publication.

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• Content Marketing

35 Content Marketing Statistics You Should Know

Stay informed with the latest content marketing statistics. Discover how optimized content can elevate your digital marketing efforts.

Content continues to sit atop the list of priorities in most marketing strategies, and there is plenty of evidence to support the reasoning.

Simply put, content marketing is crucial to any digital marketing strategy, whether running a small local business or a large multinational corporation.

After all, content in its many and evolving forms is indisputably the very lifeblood upon which the web and social media are based.

Modern SEO has effectively become optimized content marketing for all intents and purposes.

This is when Google demands and rewards businesses that create content demonstrating experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) for their customers – content that answers all of the questions consumers may have about their services, products, or business in general.

Content marketing involves creating and sharing helpful, relevant, entertaining, and consistent content in various text, image, video, and audio-based formats to the plethora of traditional and online channels available to modern marketers.

The primary focus should be on attracting and retaining a clearly defined audience, with the ultimate goal of driving profitable customer action.

Different types of content can and should be created for each stage of a customer’s journey .

Some content, like blogs or how-to videos, are informative or educational. Meanwhile, other content, like promotional campaign landing pages , gets to the point of enticing prospective customers to buy.

But with so much content being produced and shared every day, it’s important to stay updated on the latest trends and best practices in content marketing to keep pace and understand what strategies may be most effective.

Never has this been more true than in 2024, when we’re in the midst of a content revolution led by generative AI , which some feel represents both an opportunity and a threat to marketers.

To help you keep up, here are 35 content marketing statistics I think you should know:

Content Marketing Usage

How many businesses are leveraging content marketing, and how are they planning to find success?

• According to the Content Marketing Institute (CMI), 73% of B2B marketers, and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
• 97% of marketers surveyed by Semrush achieved success with their content marketing in 2023.
• A B2B Content Marketing Study conducted by CMI found that 40% of B2B marketers have a documented content marketing strategy; 33% have a strategy, but it’s not documented, and 27% have no strategy.
• Half of the surveyed marketers by CMI said they outsource at least one content marketing activity.

Content Marketing Strategy

What strategies are content marketers using or finding to be most effective?

• 83% of marketers believe it’s more effective to create higher quality content less often. (Source: Hubspot)
• In a 2022 Statista Research Study of marketers worldwide, 62% of respondents emphasized the importance of being “always on” for their customers, while 23% viewed content-led communications as the most effective method for personalized targeting efforts.
• With the increased focus on AI-generated search engine results, 31% of B2B marketers say they are sharpening their focus on user intent/answering questions, 27% are creating more thought leadership content, and 22% are creating more conversational content. (Source: CMI)

Types Of Content

Content marketing was synonymous with posting blogs, but the web and content have evolved into audio, video, interactive, and meta formats.

Here are a few stats on how the various types of content are trending and performing.

• Short-form video content, like TikTok and Instagram Reel, is the No. 1 content marketing format, offering the highest return on investment (ROI).
• 43% of marketers reported that original graphics (like infographics and illustrations) were the most effective type of visual content. (Source: Venngage)
• 72% of B2C marketers expected their organization to invest in video marketing in 2022. (Source: Content Marketing Institute – CMI)
• The State of Content Marketing: 2023 Global Report by Semrush reveals that articles containing at least one video tend to attract 70% more organic traffic than those without.
• Interactive content generates 52.6% more engagement compared to static content. On average, buyers spend 8.5 minutes viewing static content items and 13 minutes on interactive content items. (Source: Mediafly)

Content Creation

Creating helpful, unique, engaging content can be one of a marketer’s greatest challenges. However, innovative marketers are looking at generative AI as a tool to help ideate, create, edit, and analyze content quicker and more cost-effectively.

Here are some stats around content creation and just how quickly AI is changing the game.

• Generative AI reached over 100 million users just two months after ChatGPT’s launch. (Source: Search Engine Journal)
• A recent Ahrefs poll found that almost 80% of respondents had already adopted AI tools in their content marketing strategies.
• Marketers who are using AI said it helps most with brainstorming new topics ( 51%) , researching headlines and keywords (45%), and writing drafts (45%). (Source: CMI)
• Further, marketers polled by Hubspot said they save 2.5 hours per day using AI for content.

Content Distribution

It is not simply enough to create and publish content.

For a content strategy to be successful, it must include distributing content via the channels frequented by a business’s target audience.

• Facebook is still the dominant social channel for content distribution, but video-centric channels like YouTube, TikTok, and Instagram are growing the fastest .  (Source: Hubspot)
• B2B marketers reported to CMI that LinkedIn was the most common and top-performing organic social media distribution channel at 84% by a healthy margin. All other channels came in under 30%.
• 80% of B2B marketers who use paid distribution use paid social media advertising. (Source: CMI)

Content Consumption

Once content reaches an audience, it’s important to understand how an audience consumes the content or takes action as a result.

• A 2023 Content Preferences Study by Demand Gen reveals that 62% of B2B buyers prefer practical content like case studies to inform their purchasing decisions, citing “a need for valid sources.”
• The same study also found that buyers tend to rely heavily on content when researching potential business solutions, with 46% reporting that they increased the amount of content they consumed during this time.
• In a recent post, blogger Ryan Robinson reports the average reader spends 37 seconds reading a blog.
• DemandGen’s survey participants also said they rely most on demos ( 62% ) and user reviews (55%) to gain valuable insights into how a solution will meet their needs.

Content Marketing Performance

One of the primary reasons content marketing has taken off is its ability to be measured, optimized, and tied to a return on investment.

• B2C marketers reported to CMI that the top three goals content marketing helps them to achieve are creating brand awareness, building trust, and educating their target audience.
• 87% of B2B marketers surveyed use content marketing successfully to generate leads.
• 56% of marketers who leverage blogging say it’s an effective tactic, and 10% say it generates the greatest return on investment (ROI).
• 94% of marketers said personalization boosts sales.

Content Marketing Budgets

Budget changes and the willingness to invest in specific marketing strategies are good indicators of how popular and effective these strategies are at a macro level.

The following stats certainly seem to indicate marketers have bought into the value of content.

• 61% of B2C marketers said their 2022 content marketing budget would exceed their 2021 budget.
• 22% of B2B marketers said they spent 50% or more of their total marketing budget on content marketing. Furthermore, 43% saw their content marketing budgets grow from 2020 to 2021, and 66% expected them to grow again in 2022.

Content Challenges

All forms of marketing come with challenges related to time, resources, expertise, and competition.

Recognizing and addressing these challenges head-on with well-thought-out strategies is the best way to overcome them and realize success.

• Top 3 content challenges included “attracting quality leads with content” ( 45% ), “creating more content faster” (38%), and “generating content ideas” (35%). (Source: Semrush’s The State of Content Marketing: 2023 Global Report)
• 44% of marketers polled for CMI’s 2022 B2B report highlighted the challenge of creating the right content for multi-level roles as their top concern. This replaced internal communication as the top challenge from the previous year.
• Changes to SEO/search algorithms ( 64% ), changes to social media algorithms (53%), and data management/analytics (48%) are also among the top concerns for B2C marketers.
• 47% of people are seeking downtime from internet-enabled devices due to digital fatigue.
• While generative AI has noted benefits, it also presents challenges for some marketers who fear it may replace them. In Hubspot’s study, 23% said they felt we should avoid using generative AI.
• Another challenge with AI is how quickly it has come onto the scene without giving organizations time to provide training or to create policies and procedures for its appropriate and legal use. According to CMI, when asked if their organizations have guidelines for using generative AI tools, 31% of marketers said yes, 61% said no, and 8% were unsure.

Time To Get Started

As you can clearly see and perhaps have already realized, content marketing can be a highly effective and cost-efficient way to generate leads, build brand awareness, and drive sales. Content, in its many formats, powers virtually all online interactions.

Generative AI is effectively helping to solve some of the time and resource challenges by acting as a turbo-powered marketing assistant, while also raising a few procedural concerns.

However, the demand for content remains strong.

Those willing to put in the work of building a documented content strategy and executing it – by producing, optimizing, distributing, and monitoring high-value, relevant, customer-centric content, with the help of AI or not – can reap significant business rewards.

More resources:

• 6 Ways To Humanize Your Content In The AI Era
• Interactive Content: 10 Types To Engage Your Audience
• B2B Lead Generation: Create Content That Converts

Featured Image: Deemak Daksina/Shutterstock 

Jeff has been helping organizations manage, measure and optimize their Web presences for over 20 years. He has deep knowledge ...

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ORIGINAL RESEARCH article

This article is part of the research topic.

Case Studies in Circular Economy

FOREIGN MARKET ENTRY WITH CIRCULAR BUSINESS MODELS: A CUSTOMER-CENTRIC APPROACH Provisionally Accepted

• 1 Fontys University of Applied Sciences, Netherlands

The final, formatted version of the article will be published soon.

Circular business models have been developed in recent years, driven by concerns over environmental sustainability. The circular business models are initially tested domestically, but businesses may aspire to expand internationally with it. However, entering foreign markets with circular business models, which include novel products and innovative services, may be challenging. Moreover, generalized foreign market entry criteria for circular business models are lacking. This in-depth case study utilized a mixed-method approach to shed light on the tactical adaptations businesses need to make in their circular business model when entering foreign markets while also ensuring economic competitiveness. The case includes foreign market entry with a circular ”service” business model; therefore, we emphasized the customer side of the business model canvas related to customer relationships. In our conclusion, we identify five tactical adaptations, namely implementing a co-creation tool for customization, offering tangible customized benefits, increasing investment in social media marketing, utilizing start up incubators/accelerators/co-working spaces as a marketing channel and offering adjustable contract lengths. Foreign markets with circular business models and involving the value network partners of the business are also expected to expand the positive externalities of circular economy internationally.

Keywords: Circular business model, PSS, FAAS, Foreign market entry, Customer co-creation

Received: 26 Nov 2023; Accepted: 03 Apr 2024.

Copyright: © 2024 Yurdaanik Eskiyerli and Ewertz. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Dr. Devrim Yurdaanik Eskiyerli, Fontys University of Applied Sciences, Venlo, Netherlands

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