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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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The Difference Between Marketing and Advertising (and Why It Matters)

January 5, 2018 — Marketing is the strategy of educating customers about a company’s choices in the marketplace, who their product or service will be a good fit for, and who it won’t. Advertising is then used to take that strategy and communicate it to an audience. Read on to learn more.

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Authentic Marketing: How The Onion built trust with skeptical customers to grow into a $500 million brand

January 4, 2018 — When planning MarketingSherpa Summit, we sifted through many speakers looking for the best example of customer-first marketing. We hit the jackpot with Scott Dikkers, founding editor of The Onion. Learn how the team at “America’s Finest News Source” built an engaging relationship with its audience, wrote attention-grabbing headlines, tapped into trending topics and managed creative talent.

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Most Popular MarketingSherpa B2B Articles and Case Studies of 2017

January 3, 2018 — To help inspire your marketing goals for 2018, we’ve compiled a list of our readers’ favorite B2B content from last year. Read on to learn how to avoid the 3 most common social media mistakes, 5 Inbound marketing hacks that can be applied to B2B marketing, how to avoid automated personalization mistakes and more.

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