Digital MarketingCase Studies

Nancy Burgess

Case of the Enterprise Teamwork

Advanced new navigation, creative and content with key stakeholders

Redesigned site; implemented branding guidelines and SEO strategies

Numerous corporate acquisitions Fragmented and inconsistent

imagery, tone, style on website Lack of search engine

optimization (SEO)

the situation my actions

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Digital Marketer

Old website

Raised SEOMoz score 2.3 points in just 6 weeks Aligned resources, national and international stakeholders, and launched

website under budget in just 10 months

RESULTS: Corporate Website Launch

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Digital Marketer

Case of Persuasion

Developed persuasive social media presentation for CEO and senior management

Launched and executed social media strategy for blog, Google+, Facebook, LinkedIn, and Twitter presence

Strategy focused on gaining followers by providing rich content and synergizing with web

Unwritten corporate policy avoided social media and public relations initiatives

Website and social media monitoring indicated some negative corporate perception

the situation my actions

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Digital Marketer

Accelerated Facebook (913%), LinkedIn (156%), and Twitter (1827%) follower growth. Expanded LinkedIn followers to >8000 professionals in 2 years Within first year, attracted thousands of readers and generated hundreds of social shares and subscribers to

blog with $0 additional budget

RESULTS: Social Media

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Digital Marketer

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Social Followers on 4 Networks

LinkedIn

Facebook

Twitter

Google+

Case of B2B Lead Nurturing

Designed and executed complex marketing automation steps

Created launch project plan and process

Sales team was being given leads that had downloaded content, such as white papers

Sales reported that prospects were not interested and lead generation was occurring too early in the buying cycle

the situation my actions

www.linkedin.com/in/nancystearnsburgessBurgess – Strategic Digital Marketer

600 monthly content downloads moved to relevant lead nurture campaigns that generate >$3k of repeatable monthly revenue

Multi-marketing channels allow integration with CRM, tracking of buying cycle through, web links, blogs, phone numbers and more

RESULTS: Marketing Automation

Burgess – Strategic Digital Marketer www.linkedin.com/in/nancystearnsburgess

Web, Blog or Social

• Buttons, or Links to Download Content

• Brief Form Captures Key Info

Web Optimized

PDF• Auto-Downloads

Auto Thank You

Email

Email Nurture

Campaign

Landing Page

CRM Sales Queue

• Direction of Lead Depends on “Request a Rep” Checked Box

• Warm Sales Opportunity

• 3-4 Waves

• Thank you• Anchor Text Link to PDF• Feel free to share with colleague

• Trackable marketing phone number

• Link to service page• Opportunity to read more on blog

www.linkedin.com/in/nancystearnsburgess

Case of CapEx Project Management

Led project team of 10 people Facilitated integration of 5 complex

software systems Managed photo shoots for 500

products Led integrated marketing

communications plan for internal and external website promotions

Outdated print catalog did not include prices

Customers needed to call sales representative to place product orders and reorders

the situation my actions

Burgess – Strategic Digital Marketer

Launched within aggressive 7-month schedule and under budget Internal and external integrated communications plan

generated immediate increase in monthly sales E-retail freed sales representatives for outbound calls

RESULTS: Eretail Site

Burgess – Strategic Digital Marketer www.linkedin.com/in/nancystearnsburgess

Overall Web Lead & Revenue Results

Burgess – Strategic Digital Marketer www.linkedin.com/in/nancystearnsburgess

Case of Team Collaboration

Developed pre- and post-convention survey to assess unaided and aided awareness of HE4 laboratory diagnostic

Collaborated with team to create touch-screen kiosk that would collect lab directors’ contact information

Joined forces with team to develop customized pdfs that highlighted features and benefits of product

Wrote preconvention attendee e-blast copy and online AAU survey

Fujirebio Diagnostics wanted to make an impression at the American Association for Clinical Chemistry (AACC)

Goal of participation was to increase awareness of HE4 among US lab directors

the situation my actions

Burgess – Strategic Healthcare Marketer www.linkedin.com/in/nancystearnsburgess

Touch-screen kiosk captured attendee data and sent customized PDF of materials to lab directors’ own e-mail addresses, built database

Improved aided and unaided awareness of product by a factor of 4

RESULTS: Interactive Kiosk at Event

Burgess – Strategic Healthcare Marketer www.linkedin.com/in/nancystearnsburgess