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Powering  Predictable  Market  Expansion  By  Discovering  High  Propensity  Prospects    

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Panelists   MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Angela  Zener  SVP  of  MarkeEng���Radius    

www.radius.com angela@radius.com  

Radius Messaging Framework June 8, 2015

Powering Predictable Market Expansion by Discovering High Propensity Prospects

AGENDA

➔  The State and Challenges of Predictive Analytics for Marketers

➔  3-steps of Customer Insights Marketing

➔  Key Take-aways

Radius Messaging Framework June 8, 2015 CONTENT STRATEGY

State and Challenges

The Good News is that We Care About It

The Bad News is the Benefits Remain Largely Operational

Radius Messaging Framework June 8, 2015 CONTENT STRATEGY

Why are We Not Reaping the Benefits?

Marketers are Really Not Cut out for This

Only 13% of organizations have the analytic skills they need in the marketing department

400,000 data science jobs in

the US

140,000 qualified

professionals to fill them

We use Analytics Narrowly and Primarily for Lead Scoring

Source: Forrester’s New Technologies Emerge To Help Unearth Buyer Insight from Mountains for B2B Data Report, 2015

Most Solutions are Built for Sales Pipeline Optimization, not for Customer Lifecycle Management

Focus on Validating Correlations Not Looking for Patterns

Validating Correlations in

Existing Dataset

vs

Looking for Patterns in Big Data

Radius Messaging Framework June 8, 2015 CONTENT STRATEGY

The New Approach: Customer Insights Marketing

A B C D E F G H I J K L M N O

1

3

4

5

6

7

8

9

10

11

12

13

Known market

New market

Targeting and Sinking

Building Customer Insights for Growth

Cus

tom

er G

row

th

Insights

Won customer insights

Find look alikes within your CRM (optimize)

Enrich won customer insights

Engage and gain insights for customer segmentation

Find look alikes outside your CRM (saturate) Build

predictive models to find more

Find unexplored new markets (predict)

Acquire, engage, and gain

insights for market

segmentation

Find adjacent markets (expand)

Customer growth and revenue impact

Customer Insights Marketing

1. CUSTOMER SEGMENTATION

2. MARKET SEGMENTATION

3. PREDICT GROWTH

Limited Won Customer Insights in Most CRMs

Enrich Won Customer Insights

Enrich Won Customer Insights

© Radius Intelligence. All Rights Reserved. www.radius.com

“We’ve seen tremendous lift in conversion & reduction in marketing costs with Radius’s platform as we work to bring our products to more small & medium-sized businesses.”

– Functional Risk Officer

Customer Segmentation with Enriched Data - Financial Institution CASE STUDY

CHALLENGE Even Fortune 100 organizations with boundless resources to invest in data aggregation & analysis struggle to improve marketing ROI due to the disparate, dynamic nature of small businesses.

➔  201% increase in campaign response rates ➔  30% lift in new customers converted (direct mail) ➔  40% lift in new customer conversion (telemarketing) ➔  41% improvement in data accuracy ➔  11% incremental increase in new businesses

RESULTS

© Radius Intelligence. All Rights Reserved. www.radius.com

CHALLENGE Finding and converting qualified businesses in a cost effective way is one of the top challenges in a competitive SMB lending space. Fundera was able to acquire more customers at a lower cost by investing in ‘look-a-like’ prospects.

Customer Segmentation Helps Fundera Lower Acquisition cost by 70%

RESULTS 70% decrease in customer acquisition cost

CASE STUDY

Expanding Your Universe / Market

SEGMENT SIZE CURRENT

PENETRATION

CUSTOMER VALUE AVAILABLE MARKET

“Unless you know the number of companies in the entire industry, you can’t judge whether your current customers from that industry are a small or large percentage of the whole, let alone how many additional companies from that industry are likely to buy in the future.”

- David Raab

Market Segmentation: Market Size and Characterization

Market Segmentation: The Attributions That Matter

Customer personas align your organization, strategies, and campaigns to a data-driven understanding of your customer. New sources of external signals help you pinpoint your ideal customers...

Simultaneous customer & market segmentation enables identifies marketers with 3x the available market and with 40% lift in conversions

Case Study: High-growth Software Firm Discovers Huge Market

DIRECT MAIL TELEMARKETING EMAIL SOCIAL ADS

Radius customers turn intelligence into campaign lift & cost reductions by targeting the ideal prospects with relevant messaging via multiple channels.

Verified emails and tailored copy increase opens 30%

and CTR 80%

Customized creative with social data

increases response rates by 200%

Social ads to look-a-like prospects reduces CAC

from $150 to $40

Customized calls & voicemails increase lead-

to-oppty rate by 10x

Acquire, Engage, and Win Customers

© Radius Intelligence. All Rights Reserved. www.radius.com

CHALLENGE FiveStars knew customer & market insight enable marketing to contribute to growth, however, even with internal data analysts, it was unfeasible to understand which markets to invest in using a fragmented combination of existing data and analytics providers.

Market Segmentation: FiveStars increases Marketing-driven Revenue by 20X CASE STUDY

➔  Reveal & target market segments w/ 2.5x

propensity to convert ➔  20x increase in marketing-driven

revenue ➔  Optimize data analyst resources toward

product development ➔  Accelerated campaign execution w/

seamless integrations & interfaces

RESULTS

Predictive Segments & Measurement

Real Results with Predictive

“Prior to Radius, we were limited in the ways we could understand our

target audience.”

“The insights we extract from Radius impact some of our biggest

marketing decisions.”

“ We’ve seen tremendous lift in conversion & reduction in marketing

costs with Radius’s platform.”

3x increase in total addressable market

200% lift in campaign response rates

4x growth in sales teams

40% lift in customer conversions

70% lower customer acquisition cost

16x on campaign ROI

$57MM in new opportunities created

9x ROI in Radius in 5 months

Radius Messaging Framework June 8, 2015 CONTENT STRATEGY

Key Take-Aways

Key Take-Aways

Understand your strategy Know your true data limitations Understand where you are in the customer insight building stage More data is not more More insight is more Ensure end-to-end integration (no siloed projects)

Building Customer Insights for Growth

Cus

tom

er G

row

th

Insights

Won customer insights

Find look alikes within your CRM (optimize)

Enrich won customer insights

Engage and gain insights for customer segmentation

Find look alikes outside your CRM (saturate) Build

predictive models to find more

Find unexplored new markets (predict)

Acquire, engage, and gain

insights for market

segmentation

Find adjacent markets (expand)

Customer growth and revenue impact

Thank you!

#LLCSeries

Q  &  A  //  Panelists  

Angela  Zener  SVP  of  MarkeEng���Radius    

MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

www.radius.com angela@radius.com  

#LLCSeries

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