The document discusses using customer and market segmentation to power predictable market expansion through discovering high propensity prospects. It outlines challenges with current predictive analytics approaches for marketers. The new approach of "customer insights marketing" is presented as a 3-step process of customer segmentation, market segmentation, and predicting growth. Case studies are provided showing how organizations have increased marketing ROI, lifted conversions, reduced costs, and discovered larger addressable markets through this approach using Radius' customer insights platform. Key takeaways focus on understanding data and insight building strategies.

1. #LLCSeries
#LLCSeries
Powering
Predictable
Market
Expansion
By
Discovering
High
Propensity
Prospects
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2. #LLCSeries
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Panelists
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
Angela
Zener
SVP
of
MarkeEng
Radius
www.radius.com
angela@radius.com

6. Radius Messaging Framework
June 8, 2015
Powering Predictable Market Expansion by Discovering
High Propensity Prospects

7. AGENDA
➔ The State and Challenges of Predictive Analytics for Marketers
➔ 3-steps of Customer Insights Marketing
➔ Key Take-aways

8. Radius Messaging Framework
June 8, 2015
CONTENT STRATEGY
State and Challenges

9. The Good News is that We Care About It

10. The Bad News is the Benefits Remain Largely Operational

11. Radius Messaging Framework
June 8, 2015
CONTENT STRATEGY
Why are We Not Reaping the
Benefits?

12. 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

13. 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

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

15. Focus on Validating Correlations Not Looking for Patterns
Validating
Correlations in
Existing Dataset
vs
Looking for Patterns
in Big Data

16. Radius Messaging Framework
June 8, 2015
CONTENT STRATEGY
The New Approach:
Customer Insights Marketing

17. 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

18. Building Customer Insights for Growth
CustomerGrowth
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
segmentati
on
Find adjacent markets (expand)
Customer growth
and revenue
impact

19. Customer Insights Marketing
1. CUSTOMER
SEGMENTATION
2. MARKET
SEGMENTATION
3. PREDICT
GROWTH

20. Limited Won Customer Insights in Most CRMs

21. Enrich Won Customer Insights

22. Enrich Won Customer Insights

23. © 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

24. © 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

25. Expanding Your Universe / Market

26. 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

27. 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...

28. 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

29. DIRECT MAILTELEMARKETING 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

30. © 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

31. Predictive Segments Measurement

32. 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

33. Radius Messaging Framework
June 8, 2015
CONTENT STRATEGY
Key Take-Aways

34. 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)

35. Building Customer Insights for Growth
CustomerGrowth
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
segmentati
on
Find adjacent markets (expand)
Customer growth
and revenue
impact

36. Thank you!

37. #LLCSeries
Q
A
//
Panelists
Angela
Zener
SVP
of
MarkeEng
Radius
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report
www.radius.com
angela@radius.com

38. #LLCSeries
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