Optimize Omnichannel Campaigns In 2018: How To Reach Every Buyer In Every Channel
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View this #sps17 Webcast on-demand here: http://dg-r.co/2xOyTwO This session will share use cases highlighting how B2B organizations are overcoming the limitations of insufficient data and integration to expand their reach and buyer engagement. With more precise targeting, the session will provide prescriptive examples of how B2B marketers can keep up with their B2C peers by putting actionable intelligence into play across multiple channels, including: • Increasing telemarketing conversions; • Improving email click-through rates; • Reducing digital ad acquisition costs: and • Lifting direct mail response rates. Attendees will also find examples of how access to accurate account and contact data are helping organizations identify their best audiences and then deploy campaigns across channels that match buyer preferences.
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Optimize Omnichannel Campaigns In 2018: How To Reach Every Buyer In Every Channel
- 3. #SPS17 • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists About Demand Gen Report
- 7. © Radius Intelligence. All Rights Reserved. Today’s B2B Buyers Expect Seamless, Omnichannel Experiences “I expect the solution providers I deal with to speak with one consistent voice.” “I expect everyone I deal with from a potential provider to know that interactions (both on and offline) have already occurred and what information has been exchanged.” Source: ITSMA, How B2B Buyers Consume Information Survey, 2015 And How Does Your Company Perform Across Channels? 78% 75%
- 10. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Unified Platform of Data, Intelligence, and Channel
- 11. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Channels enabled using Radius data and direct channel integrations. Orchestrate A Connected Buyer's Journey Across All Channels Account- Based Digital Ads Marketing Emails Receive Direct Mail Contact Sales Won Customer Performance/Retargeting Ad Campaigns Sales Cadences Engagement ConversionAwareness Visit Website Nurture Emails
- 12. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Aligning Content to Each Stage Engagement ConversionAwareness
- 13. © Radius Intelligence. All Rights Reserved. Proving ROI impact from Omnichannel 10% 10% 5% 25% 20% 5%
- 15. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Source: Gartner Duplicate data. Incomplete data. Inaccurate data. Outdated data. Systems of Record & Engagement suffer the “Data Quality Crisis” Source: Radius’ The Network of Record, 2017 Today, 41.8k contacts will become unreachable.
- 16. © Radius Intelligence. All Rights Reserved. Forrester 5/17: Conflicting B2B Marketing Priorities Threaten to Derail Program Progress Only 12% reported confidence accuracy of their marketing database. 84% said data accuracy was one of their top-five marketing weaknesses.
- 17. © Radius Intelligence. All Rights Reserved. The B2B Data Solution Evolution Traditional Next-Generation Aggregation & Validation Manual, crowdsourced, partnered Network-Driven Accuracy ~80% Accuracy Rates ~90% Accuracy Rates Freshness Monthly or Annual Updates Continuous aggregation; Bi-Weekly Updates Comprehensiveness (Multiple Sources) Firmographics; Niche Datasets; Contact Providers Single Source (Accounts + Contacts) Delivery Model Static Lists/CSV; Basic CRM/MAT Integration; API On-demand; Native Tech Stack Integrations Cost CPL; List Costs Unlimited w/ Platform Purchase Use Cases ● Source Data ● Data Management (Project-Based) ● Source Net-New Data ● Data Enrichment (Real-time) ● Data Management (Real-time) ● Segmentation & Predictive analytics
- 18. © Radius Intelligence. All Rights Reserved. Checklist to fix data, and keep it fixed. Phase I: Create a foundation ○ Dedupe leads/contacts/accounts & remove closed businesses ○ Enrich key account-level CRM/MAT fields (start w/ empty fields) ○ Add new contacts to accounts ○ Refresh contact data on existing contacts and leads Phase II: Ongoing, real-time data stewardship ○ Monitor data in real-time and set clean/dedupe rules ○ Auto-Append business information for all new incoming data on an ongoing basis ○ Auto-Append contacts using rule-based workflows (may chose to do monthly or quarterly) Ideally, an always-on intelligent data solution connect to your CRM/MAT.
- 19. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Activating B2B Digital Advertising Requires The Network of Record John Doe Marketing, Acme Corp. On LinkedIn john.doe@acme.com 555-513-4830 Old: Business Data Only
- 21. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. The Impact of Digital Marketing for B2B ○ Build brand awareness earlier in the purchase cycle ○ Generate new qualified top of funnel leads ○ Nurture prospects beyond the email inbox ○ Personalize buyer experiences throughout their lifecycle
- 22. © Radius Intelligence. All Rights Reserved. Digital Targeting & Reach ● Inability to target specific business contacts at target accounts forces broad targeting in B2B–marginalizing results. ● Low match rates on B2B data results in less reach to your target audience. While 66% plan to increase digital marketing budget, only 21% of B2B marketers excel at using customer data and insights to execute digital campaigns.
- 23. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Scenario: Enterprise Media Company Need to drive 100k new members. Sales channel will deliver 70k. Need to activate new channels for the other 30k. Want to keep CAC to under $150, so they plan to invest $5M. ✓ Have a variety of business audiences ✓ Want to activate variety of digital channels (and optimize later) ✓ Want to test heavily (audiences, creative, ad types, offers, spend) But... Χ Uploading CRM data & other B2B data sources to Facebook & Google isn't scaling–not enough reach because of low match rates Χ Going broader with audience targeting will drive up their acquisition costs Χ Facebook & Google is only 50% of the market, but other 50% (millions of websites) is fragmented. Χ With current tools & resources, ad planning and management is going to be impossible
- 24. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. B2B Ad Targeting Workflow Is Broken Ad Networks Company that wants to show ads to target audiences. Enhance targeting & data to reach audiences Data warehouse from multiple sources Today, all B2C Manage buying & bidding Programmatic ad buying, retargeting. Sites that attract audiences that sell ad space. Advertise on collection of publishers Ad space aggregators. Upload customer data sets (CRM/MAT) or purchased data sets Current gap DMP/ Onboarder Demand Side Platforms (DSPs)
- 25. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Radius + Liveramp Activates Best-in-Class B2B Advertising Ad Networks DMP/ Onboarder Demand Side Platforms (DSPs) 1. Identify audiences 2. Select channels 5. Execute campaigns to target audience 4. View new audience destination platform B2B data matches to consumer data, activating cookie-pools and 500+ digital channels Digital Advertising Edition Powered by
- 26. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Activating B2B Digital Advertising Requires The Network of Record John Doe Marketing, Acme Corp. On LinkedIn john.doe@acme.com 555-513-4830 New: Business & Consumer Data JoinedOld: Business Data Only John Doe VP of Marketing, Acme Corp. 577-619-3800 577-540-3040 555-215-3320 jdog@aol.com john.doe@monstersinc.com jdoe22@gmail.com john.doe@avengers.org john.doe@acme.com B4454fc62a7a0c64dbc 1525b539f5610645441 25 d520a80c026be39edeb 9c6e3f37c01f2da5f5e 97 Integrations:
- 27. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Double Match Rates + Enable Precision Targeting Old: Business Data Only 62%5-30% New: Business & Consumer Data Joined Integrations:
- 28. Find inspiration
- 29. © Radius Intelligence. All Rights Reserved. What’s the impact of people-based advertising in B2B? Richer segmentation + Higher match rates More target audiences + More Reach Lower Acquisition Costs 46%Lower Customer Acquisition Cost with Radius audiences and ad integrations Fortune 100 Customer Case Study
- 30. Infusionsoft-Radius Monthly Workflow Inside Sales Call Campaign ✔Adding up to 200k new look alike contacts into our outbound machine monthly Push engaged leads to sales based on lead scores
- 31. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. “We’re doubling conversions with the segmentation and omnichannel marketing we’re now able to do with Radius. And we’re just getting started–Radius showed us our next market.” Andrew Taylor, Head of Acquisition Infusionsoft Lowers CAC by 33% with Omnichannel
- 32. Direct Mail: 1.05M Facebook: 549K Twitter: 266K Phone: 909K Multi-Channel Reach Decision Maker Email: 467K Customer Reach: 177K businesses The Network of Record: 1.05M businesses Total Addressable Market Analysis
- 33. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Source: Gartner PREDICTIVEDATA ADVERTISING
- 34. © RADIUS INTELLIGENCE. ALL RIGHTS RESERVED. Stages for building your omnichannel roadmap ❏ Begin the digital transformation internally–find champions, build the case, socialize, and get budget ❏ Align around top digital channel opportunities based on reachability and target KPIs ❏ Plan digital campaigns–map audiences to content and spend for your new channels ❏ Combine business and consumer data to increase reach without sacrificing focus ❏ Socialize results and grow digital footprint