From the category archives:

Lead Generation

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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Predictive Analytics Drive B-to-B Demand Generation

Are the sales and marketing resources of your company focused on the best opportunities to increase revenue and market share? Often times they are not. That’s because sales resources are aligned in any number of ways: proximity, biggest targets, salesperson’s comfort zone, marketing budgets, etc. None of which are consistent, repeatable or sustainable. Strategically implementing a B-to-B marketing analytics platform will improve your demand generation efforts.

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Customer Experience Management – Avoiding the “In-market” Trap

A recent discussion with a senior level marketer at a company that traditionally ranks as one of the largest marketers in the world again reinforced my belief in the power and importance of customer intelligence and engagement. According to my contact at this global marketing powerhouse, his organization needs to be better at building and nurturing customer relationships before they are “in-market” and ready to buy. He referred to these “in-market” customers as the industry “jump balls” that every marketer is fighting over and working hard to “intercept” every day.

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Marketing Maturity Assessment for Best-in-Class Affinity Marketing Programs.

At SIGMA, we have developed a methodology for assessing the maturity of an affinity marketing organization. This was developed based on over 25 years of direct marketing services experience in working on the marketing needs of both affinity and non-affinity organizations. We would normally conduct the assessment on-site, interviewing a number of marketing and business managers. Depending on the size and complexity of the organization, the on-site interviews span a day or two. These assessments have allowed us to develop a four stage score card for each of 6 performance categories.

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The missing ingredient in targeting your best prospects – their interest in you.

Building marketing predictive models are proven to improve targeting for direct marketing initiatives. These models uncover the best prospects, those most likely to act. With this type of analytics, we will typically score an entire prospect population and then select the best contacts that meet the client’s marketing criteria. The modeling is simply identifying prospects that look most like our client’s new customers.

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A Great Lead Nurturing Process Can Lead Your Sales Team to The Holy Grail of Sales!

As part of the lead generation and lead nurturing arm of the sales team here at SIGMA Marketing Group I am a strong advocate for a great lead nurturing process. I believe that if done correctly it has the potential to lead your sales team to the ultimate quest for the holy grail of sales… The multi-level sales opportunity!

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Q2 Fifth Gear Analytics Review – Top 10 Articles.

A review of 2nd quarter blog posts from Fifth Gear Analytics. The list includes the 10 most read blog posts during May, June, July of 2011. These article cover everything from customer intelligence, to b2b social media, multichannel marketing campaigns and financial services marketing. Stay tuned for more great content from Fifth Gear and the folks at SIGMA.

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I Am a Social Marketer. Hear Me Roar.

I am a social marketer – hear me roar! I often come across articles and opinions that state hiring a “social media expert” is a waste of time. There is a half truth in that statement, but not as it relates to dedicated social marketing. The half truth lies in the term “social media expert.”

I’ve said it before, and I’ll say it again. In this day and age, there is no such thing as a guru or expert when it comes to social media. The social marketing landscape changes daily, and we are all working to keep up with the demands of changing data sources, and availability of new social channels through which we can distribute valuable content.

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IT Gets Introduced to Marketing: The Future of Business Technology. (Series Intro)

Information Week, the recognized voice of IT professionals, announced on the cover of its April 11, 2011 issue that IT Meets Marketing..Will Business Technology Teams Answer the Call. The underlying theme of the article:

“The pressure is on to show measurable results from campaigns.
That should make IT and marketing teams closer partners than they are.”

CEO, Kenyon Blunt and CTO, Michael Fuqua discuss the need for IT and Marketing to work together.
We thought it would be interesting to weigh in on the article through a series of short interviews. We put SIGMA Marketing Group’s CEO, Kenyon Blunt at the same table as Mike Fuqua, SIGMA’s Chief Technology Officer. Kenyon brings to the table the voice of the marketer, where Mike defends his technology peers.

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The Changing Face of Customer Value and Segmentation.

Social media has not only caused a collision between Public Relations, Marketing, and Customer Service, it has redefined how and to whom we market. It’s time to think about this shift and how it impacts your customer segmentation and lifetime value scores. It’s time to consider treating online socialgraphics the same as offline demographics.

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