Here's how One Day, One Job—an online company that helps college students find entry-level jobs—grew its Web traffic and visibility via targeted ads on the social network. more

All your opt-ins won't stay loyal forever: Interests change, as do expectations about messaging and frequency. Even as your list grows, so will the number of unopened emails. So you should cut off the "dead weight," right? Not so fast, there might still be money to be made. more

Today's economy has earnest marketers scrambling for consumer attention. As inboxes become inundated with yet more marketing messages, the bar continues to inch higher for those attempting to stand out from the clutter. Here's how one retailer tweaked its email program to grow revenue, even in this market. more

For IT company CenterBeam, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead nurtures a smaller quantity of well-qualified prospects. more

Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response ... more

CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts. more

JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more

When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more

How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more

Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct them to microsites matching their profiles—and nearly doubled leads. more

Internt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, it faced the issue of how to individually engage customers to ensure long-term relationships. Here's what it did. more

Makana Solutions needed an inexpensive way to reach the elusive small business market. Rather than chase small businesses, it hired an online "inbound marketing system" to help small businesses find Makana. The results: Web site traffic climbed 75%, and sales leads have doubled. more

Each year, when MLB's postseason culminates with the World Series, all eyes are on baseball—or are they? With most teams out of the running, do those fans continue to watch? Are the resources invested in marketing worthwhile, or in tune with fans' true passions? more

Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold. more

Garden Fresh Restaurants sought to increase customer engagement with its "Club Veg" loyalty club, totaling more than half a million opt-in members. Its two interactive email campaigns worked like a charm -- leading to huge increases in site traffic and boosting customer loyalty. more

One of the more successful tobacco control programs is the "Own Your C" campaign commissioned by the state of Colorado, which has effectively found ways to resonate with this hard-to-reach demographic. more

The hearing aid industry has suffered from an image problem, because the devices were perceived as ugly and just for the elderly. As a result, just 23% of those who needed hearing aids actually bought them. But based on extensive market research, Oticon, Inc. built a cool hearing aid that ... more

Softrax Corp.'s enterprise software automates a company's entire revenue cycle. With the advantages of automation not always apparent to potential customers, Softrax based its marketing strategy on educating the market, while competitors relied mostly on advertising. Webcasts featuring government and industry experts—with only an indirect connection to Softrax apparent—formed the ... more

The manufacturing sector is more traditional than most. Many of its customers aren't high tech—some don't even have Internet access. Fabcon, a Minnesota builder of precast wall panels, struggled with marrying its desire for high-tech operational efficiency and its need to service customers in the method that they preferred. more

Earthlink, one of the country's smaller Internet service providers, serves just over 5 million customers. To differentiate itself, it has decided to provide superior customer service. An early adopter of chat technology, it has sought to actively offer efficient online customer service via chat—both shifting customer support away from the ... more

The nonprofit Oregon Sports Authority (OSA) was striving to bring new sporting events, teams, and tourist dollars to the state. It also wanted to become the official sports resource for state residents. An overhaul of its promotions and more compelling communication of its brand were the ambitious goals that the ... more

With Web hosting fast becoming a commodity, Web hosting firm Rackspace realized it needed to stand out from the pack. Its founders decided they would stake a claim to "fanatical" commitment to customer service. Rackspace wove the concept into its very business structure, even trademarking the term "Fanatical Support." And ... more

Royal Canin Canada puts an enormous budget behind creating customized, breed-specific pet food. But many pet owners don't realize how much their dog or cat could benefit from a specially formulated food. By creating a loyalty email program targeted with information on specific breeds, Royal Canin was able to earn ... more

When the clients of SalesTrac, Inc., were looking for more in-depth consumer insight to determine the effectiveness of their promotional events, SalesTrac seized the opportunity to provide increased value through an all-in-one system that added survey management and real-time reporting of consumer feedback to its services. Check out the results. more

Privately held Pavilion Technologies knows how important it is for businesses to track ROI. But two years ago, its marketing department realized it was having trouble tracking its own ROI. Pavilion ultimately found a solution through a software system that helps monitor all prospects who visit its Web site. more