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Practical Case Studies, Research and Training for Marketers

MarketingSherpa is a research institute specializing in tracking what works in all aspects of marketing.

  • We are not an agency, consultancy or other vendor seeking your business
  • All our research is published for the benefit of the MarketingSherpa community
  • Our goal is to give marketers the instructions, statistics, and inspiration to improve their results

Guide to Developing Your Customer Theory

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Customers as Value-Creating Partners, Not Just Value-Extraction Targets

January 12, 2018 — How do customers add value? Everything from providing feedback, to word-of-mouth marketing, to being early adopters for new products. However, I would argue that customers must first be satisfied before they are willing to engage in any of these activities.

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An Inside Look at Dell EMC's Framework for Scaling Its Successful Content Strategies Across a Global Enterprise

January 11, 2018 — The Dell EMC Global Content Strategy team was faced with the challenge of moving from technology- and product-heavy content to a storytelling and customer-centric approach in a business that was traditionally focused on speeds-and-feeds.

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How SAP Mapped Buyer Journeys for 19 Industries to Build More than $23 Million of Marketing-generated Pipeline

January 10, 2018 — Learn how the team at SAP balanced the need for unique, industry-specific content to fill an extensive campaign reaching out to 19 disparate industries while maintaining a consistent look, feel and voice, ultimately driving a 4.5% increase in email opens, over 9 million impressions, and significant pipeline.

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