Driving Results
for Sigma Group

How WiT Group helped Sigma Group leverage SEO, Marketing Automation, and PPC campaigns to grow their business across multiple divisions.

industrial equipment with heavy machinery
72.4%

increase in keyword rankings

42.8%

increase in leads within 3 months

2000%

increase in year-over-year growth within 3 months

Key Challenges

Sigma Group, which operates multiple websites for divisions such as Sigma Integration, Sigma Auction, Sigma Surplus, and Sigma Equipment, faced several marketing hurdles:

  • Multiple websites led to tracking complications and data obfuscation.
  • Difficulty determining which marketing campaigns were successful.
  • Diminishing returns from email marketing efforts.
  • Ineffective client segmentation.

Key Results

WiT Group implemented SEO and PPC ad campaigns across Google and LinkedIn, generating 152 leads from industries such as Fortune 100 companies. This was one of Sigma Group’s largest lead discovery campaigns in years, resulting in:

  • Up 12.5% increase in Google Ads performance.
  • Up 50% increase in LinkedIn Ads performance.
  • Up 72.4% increase in keyword rankings.

Key Services

WiT Group provided:

  • Fractional CMO: Providing executive-level marketing leadership on a part-time basis to drive long-term growth.
  • SEO: On-page SEO, technical SEO, business listing optimization, search console optimization, sitemaps, and structured data.
  • PPC Campaigns: Google and LinkedIn Ads targeting high-value prospects.
  • Consulting: Offering strategic direction and analysis on campaign performance.
  • Advanced Attribution: Cleaned up event tracking, added call tracking, and implemented heatmapping to better understand user behavior.
  • Custom Reporting: Over 45 data sources blended to provide detailed, transparent reports for better decision-making.
Testimonial
“When I took over marketing at Sigma Group, the team had little or no data to measure marketing performance. Without tracking, we had no idea what we were getting from the money we spent on Marketing. I had worked with pay-for-performance marketing companies in the past and I knew how much value they could bring.”

Greg Anderson

Executive Vice President, Sales, Marketing,
& Purchasing of Sigma Group

Transitioning from a Complex, Multi-Site Strategy to Streamlined Success

Sigma Group had a collection of sites representing each division, including Sigma Integration, Sigma Auction, Sigma Surplus, and Sigma Equipment. While these sites were initially built to target specific markets, they resulted in issues like competing for organic rankings, duplicate content, and a fragmented customer journey.

WiT Group partnered directly with Sigma’s internal marketing department to provide strategic direction as their fractional CMO. We streamlined event tracking, improved audience segmentation, and overhauled their SEO strategy, driving over 2,000% year-over-year growth in organic traffic across all divisions.

logistics operations team shipping containers
“We engaged with WiT Group. In the first three months, they cleaned up our websites indexing, site maps, and email marketing strategy. Most importantly, they created reporting that gave us direct visibility from advertising campaign to revenue. We accomplished more in the first 3 months with WiT Group than we had accomplished in the previous 12 months combined.”

Greg Anderson

Executive Vice President, Sales, Marketing,
& Purchasing of Sigma Group

The Process

Challenges

Sigma Group’s multiple websites complicated the tracking and reporting process. Each division had its own platform, making it difficult to track traffic sources and determine which campaigns were yielding the best results. Despite having strong email marketing efforts, the company faced diminishing returns due to poor segmentation and over-saturation.

The primary issue was the lack of visibility into the customer journey and understanding which campaigns contributed to revenue growth. With multiple platforms and varying strategies across divisions, WiT Group’s role was to consolidate and optimize all marketing efforts for maximum impact.

Solution

WiT Group’s team identified key areas for improvement, beginning with event tracking and reporting. By cleaning up event tracking, adding call tracking, and implementing heatmapping, WiT gave Sigma Group complete transparency over their marketing efforts.

SEO was another critical component. WiT Group took a multi-faceted approach to optimize Sigma Group’s six websites, driving consistent 10% month-over-month growth for the established sites and 2000% year-over-year growth for new divisions.

WiT also implemented highly targeted PPC campaigns, driving 152 leads from Fortune 100 companies and increasing both Google Ads and LinkedIn Ads performance. With segmentation improvements and better targeted email marketing, Sigma Group saw notable increases in engagement.

“We were able to identify what worked across our multiple sites and consolidate our efforts into a more effective strategy, thanks to WiT Group’s thorough analysis and reporting,” said Latin Name.

Results

WiT Group helped Sigma Group scale their lead generation efforts and dramatically improve their SEO performance:

  • Leads: 152 targeted leads generated via Google Ads and LinkedIn campaigns.
  • SEO Performance: Keyword rankings increased by 72.4%.
  • Revenue: Total Insightly revenue was up 32.7%.
  • Performance:
    • Google Ads: 12.5% increase in leads and traffic.
    • LinkedIn Ads: 50% increase in leads and engagement.
    • Organic: 5.5% increase in organic search performance.

By leveraging custom reports with 45+ data sources, WiT Group provided Sigma Group with clarity and actionable insights, enabling them to make data-driven decisions.

sigma surplus inventory

What’s next for SIGMA Group

“When I took over marketing at Sigma Group, the team had little to no data to measure performance. Without tracking in place, we had no idea what return we were getting from the money we spent on marketing. I had worked with pay-for-performance marketing companies in the past and knew how much value they could bring, so we engaged with WiT Group.

In the first three months, they cleaned up our site indexing, fixed our sitemaps, and restructured our email marketing strategy. Most importantly, they built reporting that gave us direct visibility from advertising campaigns all the way through to revenue. We accomplished more in those first three months with WiT Group than we had in the previous twelve months combined.

I don’t know how small to mid-sized businesses keep up with the constantly changing digital landscape without a partner like WiT Group.”

— Greg, Director of Marketing at Sigma Group

When we first partnered with Sigma Group, they were working across multiple disconnected websites, marketing channels, and data sources. No one had a clear view of what was driving growth or where opportunities were being missed.

Our role as their fractional CMO was to bring structure, strategy, and focus to their efforts—from implementing reliable event tracking to cleaning up SEO, improving segmentation, and aligning the entire marketing funnel to their business goals. Once we had clarity, the results followed.