A short overview of 8 case studies reflecting the work of Baird Digital Marketing, Inc.

1. Baird Digital Marketing
The CRM Specialists
For Website Publishers
Services Overview

2. Baird
Who is Baird Digital?
C R M f o r W e b s i t e P u b l i s h e r s
Digital
Marketing, Inc.

3. Baird
Who are Our Clients?
C R M f o r W e b s i t e P u b l i s h e r s
Digital
Marketing, Inc.
B-to-C Clients B-to-B Clients
AmericanGreetings.com Edweek.org
Dow Jones HomeDecorBuyer.com
Hearst Corporation MarketingProfs.com
Highbeamresearch.com MicrosoftWatch.com
Merriam-Webster.com RISmedia.com
Motleyfool.com Socrates.com
NetDetective.com Outsourcing.com
PositScience ThompsonInteractive.com
SpeedDate.com TrackVia.com
Wall Street Journal Ziff Davis Media
More than half of our clients choose
to retain us for another assignment.

4. Baird
What’s Our Mission?
C R M f o r W e b s i t e P u b l i s h e r s
Digital
Marketing, Inc.
Registration
Conversion
360 Degrees
Analytics of Expertise House Email
Retention
Offer / Price

5. Registration
C R M f o r W e b s i t e P u b l i s h e r s
(After)
A publisher of 15 regional newspapers asked us
to recommend enhancements to their post-
launch, metered-access websites.
We reviewed their prior results and modeled
different response rate and revenue scenarios.
We then recommended a two-step conversion
strategy, emphasizing registration more than
the launch did. Sales email would then be used
to convert registrants. Funnels were also
streamlined to reduce abandon rates. (Before)
We provided detailed comps for all pages. The
changes produced a registration increase of
300% with no apparent loss of paid subscription
upsells in the funnel.

6. Lead Conversion
C R M f o r W e b s i t e P u b l i s h e r s
(Before)
A financial newsletter publisher had run SEM campaigns to
generate email leads via a free report incentive. Response to
their upsell and first email did not meet expectations.
(After)
We reviewed all creative, offers and metrics and suggested:
- A new landing page and abandon recovery strategy.
- In the report, tease the lead back to order.
- Add an autoresponder email conversion series.
We then provided layout templates, headlines and a
skeleton copy outline, and they produced the
creative in-house with our feedback and guidance.
The campaign converted more than enough leads to be
above breakeven at the target CPA.

7. House Email Marketing
C R M f o r W e b s i t e P u b l i s h e r s
(Before)
Both websites wanted to move their sales
email programs further forward. We
assessed both clients’ creative, offers,
timing and list segmentation, and
recommended taking the best of their
former campaigns and merging those
features with several new ones.
We provided detailed creative for
EdWeek.org, whereas Posit Science
preferred to receive templates and
guidelines and produce art and copy
themselves, with only our ongoing review. (After)
In both cases gross response rate more than
doubled, and the increase was sustained
over the campaigns which followed.

8. Short-Term Retention
C R M f o r W e b s i t e P u b l i s h e r s
(Before)
A database publisher wanted to reduce new customer cancels. We
recommended assistive messaging on the Thank You screen and in a
series of short emails.
Faster Value. We wanted the user to say “Wow!” immediately.
Later, we ‘d show other uses and value. (After)
Cancel Drivers: Research showed that cancellation was
driven by the user’s ability to quickly and easily find their
target. If they could not, then they’d leave. Other product
databases and power features had no influence yet.
The phone reps agreed, but also said that the target usually
was in the system! New users didn’t know how to search.
Messaging: The layout of the new Thank You page focused
on the 3 most common tasks, and when a button was
clicked, more effective instructions and a link would appear.
The client viewed the project as a success, but asked that
we not share the results. (Reference available on request).

9. Long-Term Retention
C R M f o r W e b s i t e P u b l i s h e r s
After launching its first paid content product, The
Motley Fool wanted to gain a better understanding of
retention best practices and which ones they should
employ or enhance.
Our assessment resulted in a recommendation to:
- Focus first on payment processing, not on call
center marketing as they’d originally planned.
- Shift communication timing.
- Reassess test priorities with our S-E-L algorithm.
- Enhance reports, with formats we provided.
These recommendations added $500,000 to The
Motley Fool’s bottom line within 12 months.

10. Offers, Modeling and Analysis
C R M f o r W e b s i t e P u b l i s h e r s
A mid-size data publisher used a 14-day Free Trial offer, and in
tests using makeshift retention reports, the offer appeared to
produce more revenue than a regular Hard Offer.
We recommended creating a carefully-validated, routine
monthly Retention Report combining front- and back-end
metrics.
We worked closely with the team to design and validate the
report against other data sources within the company.
During that reconciliation process, it became clear
that the makeshift reports had been misinterpreted
due to the data’s complexity.
The new, validated report indicated that the Hard
Offer was more profitable than the Free Trial.
The client rapidly changed offers.
This discovery from the new report increased the
client’s annual revenue by an estimated $500k –
$750k. (Client reference available upon request.)

11. Other Projects
C R M f o r W e b s i t e P u b l i s h e r s
- Due Diligence for VC’s / Acquirers
- Customer Onboarding Best Practices
- Business/Launch Plan Assessment
- Industry Retention Rate Studies

12. Thank You!
Bill Baird
asap@bairdmarketing.com
(203) 838-5444
Baird
Digital
Marketing, Inc.