From the category archives:

b2b

The Business of Being Social: 34 Years in Review and Looking Ahead.

In social media marketing, there is something for everyone, whether B2B or B2C. Not sure where to start? Hire a partner who will assess your current state of social marketing effectiveness, and align that with your offline strategy to drive better results. Understanding which channels you should leverage in your social media efforts, and perhaps which you should steer clear of will help reduce inefficiencies in your social strategy. You’ll also gain a better understanding of what you should be measuring as it relates to your revenue model. There is so much social data out there, and as my friend Barb likes to say… it’s like trying to boil the ocean. Having a clear strategy of what channels to use, and what you will measure (and why) gives you a strategy you can digest, understand and even implement.

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The New Revenue Engine and the Role of Marketing Analytics

I keep a library of articles, blogs, white papers, etc., on B2B sales and marketing strategies. Recently, while doing some research on the topic of B2B lead development, I dusted off a great article about generating revenue in the B2B marketplace, “The New Revenue Engine: Drive Predictable Revenue by Managing Your Revenue Machine” via Modern B2B Marketing, Marketo Blog. I found the article to be more relevant now than when I first read it, so I thought it made sense to revisit the great points from the post. In summary: The old revenue engine is focused on the sales team.

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What Will Social, Local and Mobile Integration Really Look Like? And What Are We Calling It?

SIGMA CEO, Kenyon Blunt, recently published his predictions for 2012 Marketing Trends. Included in those ten trends was this idea of “SoLoMo” or “Mocial” Marketing. Social, Local and Mobile marketing all mashed up into one concept. If executed properly, the combination of social media, localized marketing and mobile messaging can be incredibly powerful for marketers. A prime example, as noted by Kenyon in his article, is that of stealing away customers who are waiting in line to make a purchase, by hitting them at the right time with the right offer.

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4 Mantras for B2B Marketing Success in 2012

I have been reading several B2B experts’ predictions for 2012 marketing trends. Based upon the work we have done for our B2B clients at SIGMA in 2011, I have narrowed in on what could be the top 5 B2B marketing mantras for 2012. Repeat after me:

Mantra #1. Marketing and sales WILL be getting their act together — or else.

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9 Key Marketing Metrics Every Company Should Measure (PPT)

Organizations should begin to standardize marketing measurements across their sales channels, business units, and media. With standardized measurement, you can get closer to the more complex process of tracking Corporate Brand Equity, Market Share, Marketing ROI and Product & Customer Profitability. In this deck we share the 9 key marketing metrics every company should measure and how you might think about them.

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Introduction to B2B Blogging.

A presentation on B2B Blogging given at a recent Social Media Conference. The main take-aways from the presentation: – Why you should blog. – What you should think about before you blog (content strategy development with regards to SEO). – What you might blog about. – What to do once you’ve published content. – High level blog measurement. – Content tips if you get stuck

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Lead nurturing: How to “C” success right out of the gate.

The past 2 quarters, SIGMA has had the privilege of working closely with a B2B client to lay the foundation for a solid lead-nurturing program. It is challenging to create a relevant stream of communications with your target audience that evolves over time. Here are 5 challenges to building a successful lead-nurturing program and three keys of lead nurturing success.

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Assessments Create a Fast Start to Customer Engagement

One of the most productive means to a fast start with a new client or partner is through a Marketing Assessment. In a new relationship, everyone has a lot of questions and this is a great way to drill through a mutual discovery process in a quick, and (usually!) fun way.

We try to coordinate an intensive 1 to 2 day series of question-and-answer sessions – usually fueled by a good stack of chocolate chip cookies.

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B2B Marketing Analytics: Miscommunication Can Lead to Faulty Conclusions

If you’re a marketer working with an analytics team, it’s likely you are providing input for and/or reviewing the output of different types of analysis. It’s critical that you communicate your requirements clearly, check for understanding, and request that all assumptions and business rules are clearly stated in all output. It’s easy to misinterpret and misuse data when definitions and rules are unclear. Here are 3 tips for communicating and clarifying requirements.

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Where Is Print in Your Multi-Channel Marketing?

Print has gotten a bad rap lately as an option within the multi-channel marketing mix. Budgets are reviewed and everyone takes a look at the costs of printing and mailing and gets out their red pencils – or at least the red slash icon on the document tool bar! And postage costs – Oh my, how archaic! By not being able to contact all customers, you are missing a very large segment and basically choosing not to communicate with over 70% of your customer base.

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