Nancy Stearns Burgess Digital ePortfolio Case Studies for SlideShare

1. Digital Marketing
Case Studies
Nancy Burgess

2. 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

3.  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

4. 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

5.  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
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Social Followers on 4 Networks
LinkedIn
Facebook
Twitter
Google+

6. 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

7.  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

8. 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

9.  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

10. Overall Web Lead & Revenue Results
Burgess – Strategic Digital Marketer www.linkedin.com/in/nancystearnsburgess

11. 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

12.  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