From the category archives:

Sales Enablement

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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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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Make Boring Spreadsheets and Charts Come Alive with Actionable Maps

It is well known that one of the biggest challenges marketers face today is the problem of distilling massive quantities of data down to actionable insights. This “cup runneth over” problem of data can very easily create an obstacle to achieving the ultimate goal of analytics (and reason for investing in analytics in the first place) – better decision making.

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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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Top 10 Articles for August, 2011 on Marketing & Analytics.

As I monitor our blog traffic, I am always interested to see which articles are being read the most.  It’s gives us insight into where brands are focusing their efforts in marketing.  Some of our most read marketing blog posts are several months old, and seemingly still relevant.
Since so many are reading these, I thought [...]

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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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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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Distributed Marketing: Keep It Simple.

Distributed Marketing is a concept for delivering automated marketing services to small- and mid-sized businesses, resellers or other sales/service channels through a larger marketer who would act as a centralized enabler of data, analytics and technology.

Users of Distributed Marketing have local knowledge about their customers and markets, allowing corporate marketing efforts to be personalized and targeted for customer and market share growth.

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Lead Nurturing: The Third Most Important Thing Salespeople Can Do Right

Lead Nurturing, next to Lead Generating and, of course, the Closed Deal, is the most important part of the sales process. Lead nurturing starts with qualifying a new prospect or current client. Are they a good fit for the product or service being offered? Do they have the money available to purchase? Do they have the authority to buy or move the conversation to the next level? Is there an immediate need? As salespeople we have all been taught the Acronym, B.A.N.T. (Budget, Authority, Need and Time frame). The sales process used to end there.

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