Understanding B2B Campaign Responses – Building a Methodology

SIGMA Marketing Group has recently completed an analysis of past B2B campaigns and we have discovered some important findings that are now guiding our campaign designs. We discovered that prospects respond at a significantly lower rate than customers. It’s also clear that response rates vary by the methodology used to conduct the marketing touch, with email prospecting consistently performing at the lowest response rate. We found that prospect response rates vary depending on the relationship the company has with the prospect, for example if the prospect is a past customer they are more likely to respond then other prospects.

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8 Tips to Improve Campaign Landing Page Conversion

Are you running campaigns that are getting a decent click through rate, but no conversions? Are you running campaigns that don’t really deliver? You might want to consider these 8 tips to improve landing page conversion.

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Social Media Use by Job Function Stats – Indicates Need to Change.

As companies continue to evolve in social media, so must the number of employees inside an organization continue to increase social media usage. This is not to say that all employees should be updating their Facebook status 20 times per day, but there are some socially acceptable activities that can impact your social networking efforts, that all level employees can contribute to.

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DMA: 2010 – Channel Integration + Marketing Technology + Data = ROI

This year’s DMA show in San Francisco was chock full of sessions and exhibitors talking about how to best navigate through this interesting marketing landscape of emerging channels like social media, mobile, the explosion of data and the challenges marketers are facing to attribute success and ROI. The scales have been tipped to the point of no return for marketing organizations to combine the right creative marketing saavy with technological know-how and then apply the right amount of analytics to make sure everything is delivering solid ROI.

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B2B Marketing ROI – Are You There Yet?

As the 2010 Direct Marketing Association conference (DMA:2010) wrapped up, I took a minute to reflect on the conversations I had with a wide variety of marketers over the past few days. As a B2B marketer, I have a special interest in the state of B2B direct marketing so I focused on the conversations that I had with other B2B Marketers and compared them to the conversations that I had with our consumer marketing brethren.

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B2B Social Media Landscape Appears to Be Wide Open

As I’m reading the “Fall 2010 Social Business Report” from NetProspex, I find that my biggest assumption about social media in the B2B space is entirely true. We can all agree that social media is still an emerging multi-channel, multi-faceted medium for marketing communications. We can further agree that while there are experts out there, we are all still learning what works and what doesn’t. Currently working in the B2B social space myself, I have come to believe that many (or most) B2B companies have not grasped the relevance nor the value of social media usage as it pertains to their business.

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Are Personas the New Customer Segments?

The digital concept of Persona is catching up with the database marketer’s idea of Segmentation. The web experience has become richer and web strategists have embraced the idea of many personas and tooled the experience to deliver choices and personalization and different pathways to support the different groups of visitors. Marketers commonly talk about Personas in the plural form, and this is a great thing for improved relevance for consumers.

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Email Marketing Experts Expose All (Well, Great Tips Anyway)

Whether you’ve dabbled in the email marketing space, or you are proven expert, this supplement include page after page of tips and trick, insights and things to think about to make your email campaigns even more successful. I’ve been doing email marketing for years, and recognize that the industry and technologies are always evolving.
Here are some of my favorite snippets form the DMNews Email-Marketing Guide 2010.

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The 7 Features You Must Include in Your B2B Sales Playbook

An effective B2B Sales Playbook can energize your sales team and make them more productive in closing new sales. With a playbook they will have fewer unproductive calls and reduced time spent in pre-call planning efforts. The sales playbook is an important tool that Marketing often uses to provide invaluable marketing information and sales tips.

Sales playbooks exist in many styles and forms, selected are key features that are common to those that are the most successful.

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Part of leveraging social media in the B2B space is understanding that it is not just about the “business” per se. It’s about understanding the channels through which your brand can and will be found and optimizing each and every touch point with the right information. In this post we explore the various components of a LinkedIn profile and provide suggestions on how to leverage those parts and pieces.

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