Sigma B2 B Analytics Intro 4 10
- 1. An Introduction to SIGMA Marketing Group How SIGMA Supports Clients with B2B Predictive Analytics
- 2. Expertise in Sales Enablement Insights Strategy Enablement Knowledge Center Strategy & Analytics & Messaging Messaging Data Metrics and Project Research and Creative and Campaign Management Measurement Management Strategy Management • A rich database of customers and prospects • Predictive Analytical scores for all customers and prospects on likelihood to retain or acquire key products • Prioritized customer and prospect opportunities by product line, by sales person with specific strategies and tactics to close business • Shorter sales cycles. Increased revenue. Grow market and wallet share. Increased customer retention. Decrease marketing expense. 2
- 3. SIGMA’s B2B Marketing Analytics • SIGMA delivers analytic scores that focus marketing and sales efforts on the right companies at the right time. • Marketing Knowledge Assets (MKA) – SIGMA scores all customers and relevant prospects on likelihood to retain or acquire key products – Establishes a simple framework to identify the best opportunities • Results – High scored acquisition companies are 4-5 times more likely to act – Focusing on the higher scored companies and avoiding low scored ones, our clients improve results from 40% to over 200% – Knowledge Assets become the primary selection criteria for sales optimization efforts, marketing campaigns and nurturing programs 3
- 4. Marketing Knowledge Assets Knowledge Asset Predicting Retention Cancellation - Red Alert A customer cancellation of product or service Acquisition Prospect A non-customer buys a product Cross-sell A customer buys a product that is different from the product they currently have Up-sell A customer buys an additional similar product, upgrades Potential A company’s potential product usage or size of the opportunity (volume sold, volume processed, etc. ) Service Use Likelihood a company provides or has the service (e.g. On-line sales) Indicator 4
- 5. Marketing Knowledge Assets Deployment Process Maximize MKA Calibrate • Market defined • Full establishment Use product groups universe scored • Covers all • Each important • Projectable results establishment • Huge enterprise products and • Estimates for scored and value services “Segment / assigned • Easily Group” response likelihood/priority understood and • Accuracy defined score by product deployed • Predictable repeatable results Develop MKA Score All Establishments 5
- 6. Leveraging Marketing Knowledge AssetsSM Across the Organization Is Beneficial... Users Application Benefits Sales • Finer and more accurate sales prospecting • Sales Management •Management and • Fact-based market competitive gain efforts Process Operations • Enhanced sales territory gap analysis • Online Sales Tools •Sales/Telesales • Improved coverage and territory assignments • Unified and improved customer acquisition efforts • Improved campaign targeting • Marketing Processes • Marketing resources/effort aligned to acquisition Marketing • Campaign potential and customer value Development • Improved acquisitions through 1:1 marketing efforts, exploiting customer conditions Strategy • Industry solutions focused based on best opportunity •Planning areas • Corporate Decision •Forecasting • More accurate market planning and forecasting Making •Product • Product development focused on market segments Development with the most potential 6