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.
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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
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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
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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
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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
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