Using Data To Further Sales & Marketing Alignment - Radius at The Sales Development Conference 2017

Using Data to Further
Sales & Marketing Alignment

© Radius Intelligence. All Rights Reserved.
Hello!
Katherine Grunert
Director of Field Marketing, Radius
Matt Ferriss
Head of Sales Development, Radius

CMOs aren’t
hitting targets
Sources: Xactly May 2014,
614Group July 2014
CROs don’t know where their
revenue will come from
Revenue success is hard!

79%
66%

87%
of companies say ABM
delivers higher ROI than
other types of marketing
of marketers are conﬁdent
they’re targeting the right
audience
11%
41k
Business contacts will
become unreachable today
of marketers excel at using
customer data and insights
to execute digital marketing
21%
Nielsen
Radius
Forrester

© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.
How to achieve revenue goals efﬁciently & effectively
1.  Account Selection - Focus resources
on the right buyers – both
marketing & sales

2.  Targeted List - Enable greater
productivity and reach with better
data quality

3.  Campaign Delivery - Improve
conversion rates with more tailored
customer experience

In-market Target
Accounts (Intent
Monitoring)
Ideal Customer Proﬁle Maps to Account Tiers
Tier A: 80-90%
ICP
Tier B: 70-80%
ICP
Tier C: 50-70%
ICP
The hard part is being tough on yourself. No–you can’t sell to
everyone. Be exclusive.

Account 1
Account 2
Account 3
Industry:
Finance
Finance
Insurance
Location:
San Francisco, CA
San Francisco, CA
San Francisco, CA
Employees:
250-500
250-500
250-500
Revenue:
$50M to $100M
$50M to $100M
$50M to $100M
Upsell Success Rate
8%
8%
4%

Account 1
Account 2
Account 3
Industry:
Finance
Finance
Insurance
Location:
San Francisco, CA
San Francisco, CA
San Francisco, CA
Employees:
250-500
250-500
250-500
Revenue:
$50M to $100M
$50M to $100M
$50M to $100M
Advertising Online
Yes
No
Yes
Currently Using Oracle
Yes
No
Yes
(Events) VP of CMO - Hiring
Yes
No
Yes
Searching “SEO Tools”
Yes
No
Yes
Upsell Success Rate
22%
4%
17%
Accounts
1750 Accounts
1230 Accounts
949 Accounts
Tier A
2.6x
Tier D
0.6x
Tier B
1.8x

TO DO LIST
Clearbit, Engagio

2. Target List with Accurate Data
Quality

More Data Created in the Last Two Years
than Ever Before
Source: 2017 IBM Report “10 Key Marketing Trends For 2017”

But ”More Data” ≠ “Better Data”

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.

Go-to-Market Systems of Record Suffer from a
Data Quality  
Crisis
Cost of Bad Data on average per
year for a company
Duplicate data
Incomplete data
Inaccurate data
Outdated data
Source: 2015 Gartner Report: State of Data Quality
Bad data hinders go-to-market intelligence required to drive new business growth

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
○  Dashboards to diagnose data in
real-time and clean/dedupe rules
○  Append key information for all new
incoming data on an ongoing basis
○  Rule-based automated contact
append (may chose to do monthly
or quarterly)
○  Enable reps with a single tool for
adding new contacts
Ideally, an always-on intelligent data
solution connect to your CRM/MAT.

5% increase in
data quality

=

10% increase in
ROI

3. Campaign Delivery - Increase
ROI with Omnichannel

Account-Based
Digital Ads
Marketing
Emails
Receive
Direct Mail
Contact
Sales
Won
Customer
Performance (Conversion)
Ad/Retargeting Campaigns
Sales
Cadences
Engagement
Conversion
Awareness
Visit Website
Nurture
Emails
Channels enabled using Radius data, intelligence, and direct channel integrations
CHANNELS

Marketing Air Cover
End Goal
Sales meeting:
- Standard sales
process, driving
toward “Executive
Round Table
Webinar” and/or
“Data Test Drive”
Account Selection/
Segmentation
Using Radius to target
segments:
- Tier A, B, C Accounts Using
Eloqua and Marketo
- Showing data-related intent
For pre-SDR marketing
campaign (using marketo):
●  Attended
conferences
previous year
Offer & Campaign
Design
Offer:
Visit the ABM Central Lounge
Attend our VIP Dinner
Come to our Happy Hour
Meet with us for Ray Bans
Come to a Speaking Session
Orchestration:
●  Build timeline
●  Segmentation &
Deployments week
●  Full Plan Complete
●  Sales Enablement
●  Sales Kickoff
Pre-BDR Campaign
Email Drip:
●  Email #1: Lounge
Invitation
●  Email #2: Event
Survey
Direct Mailer
●  Ray Bans Meeting
Offer
BDR Outreach
Inbound–10 touch:
●  Double touch
●  Double touch (top-inbox)
●  Single touch
●  Single touch
Outbound–9 touch:
●  Double touch (4 versions)
●  Single touch
●  Double touch (Hail mary)
Facebook + LinkedIn
+ Twitter Ads
B2B Lounge
Bylines/PR Coverage
Product Announcement
Blog Post
Guide for Driving Revenue
through Field Marketing -
B2B Lounge
Influencer Program
& Social Campaign
….
Oracle and Marketo Conference Campaign Framework
Landing Page
….

Example: Omnichannel
Campaign for Tier 1 Conference

Customer
Interviews
Engage and
Educate
Convert

Accelerate
Advocate

Customer
Journey
Discover
Custom Deck
Slides
Post Nurture
ProgramTarget Account
Ads
Email Promotions
Webinar
Booth
Presence
Custom Acct
Datasheets
Social & Blog
Program
SDR/Sales
Cadences
VIP Executive
Dinner
Theater
Session
1:1 Meetings &
demos
Sales/SDR
Cadences
Ray Bans Direct
Mail Program
Custom Direct
Mail
Tier 1 Conference Campaign - Buyer Journey

Data to Fuel Campaign
Tier A & B Accounts Using Oracle Eloqua
John Smith
Amanda Jones
Lauren Cat
Jim Harvey
Jill Swatman
Adam Sanchez
Roman Hill
Ryan Bustos
Tony Gaspar
Ashley Sweeney
Lewis Jackson
Ben Fillmore
Brendan Sacramento
Ellen Anderson
David James
Janet Hearn
Heather Miller
Bill Walsh
James Watson
Courtney Wright
Kelly Lawrence
Lauren Lee
Oracle Eloqua Users
SalesRepName

Oﬀer & Tactic - Direct Mail Piece

BDR Communication
●  Marketing Center
●  SPIFFs
●  Weekly Meetings
●  Alerts - Omnichannel Communication

11%
Below industry CPC
averages
1.5k
Visits to Data Quality Crisis
content from FB ads
Marketo/Oracle Campaign Results
665k
Impressions within Radius
Tier A & B accounts
Every $1 spent generated $30 pipeline

Example: Omnichannel Demand
Gen Campaign

Unlimited Data Campaign - Buyer Journey
Data Quality
Crisis Infographic
Visit Data Quality
Score Calc
Marketing Email
Nurture
Darian Article
Data Quality
Direct Mailer
3rd Party
Article + Wave
Listen to
Darian’s
Bloomberg
Recording
Download Network
of Record
Whitepaper
Won Customer
Network of Record
Datasheet
Data Quality
Crisis Stat Ads
Sales Outbound
Cadence
Data Test
Drive
Awareness Engagement Conversion

Target List

Oﬀer

Go-to-Market Alignment Checklist
❏  Build & Document your ICP–get executive signoﬀ

❏  Take the easiest path to a target account list (optimize later)

❏  Enrich accounts with contacts

❏  Implement a Lead-to-Account matching tool

❏  HOT TIP: Assign a BDR/SDR lead to programs

Questions?
Katherine Grunert
Director of Field Marketing, Radius
Katherine@radius.com
Matt Ferriss
Head of Sales Development, Radius
Matt.Ferriss@radius.com
Accurate Data = Sales Marketing

87%
of companies say ABM
delivers higher ROI than
other types of marketing

ABM Approach - Program Workﬂow
Targeting
●  ABM Segmentation
●  ABM-Driven Campaigns
●  ABM Partners & Syndication
Messaging & Offer
●  Custom Promo Messaging
●  Custom Post-Conversion Messaging
& Touch points
Communication & Ops
●  Tier A/B Sales Email Notifications
●  Tier A/B Sales Slack Channel
●  Auto-MQL Engaged Tier A/B Contacts
●  Custom Post-Conversion Messaging
& Touch points
Measurement
●  % of Campaign Members that are A/B
Accts (Focus)
●  Coverage–% of A/B Accts Engaged

4. Create Campaign

AUGUST OCT DEC FEB
INTERNALTOUCHESCUSTOMERFACING
Identiﬁed as key account
Dedicated Cadence
Giants Game Attendee
Custom White Paper
SF Dinner Invite
SF Dinner Attendee
Pursuit Plan - Account
Assessment & Discovery
complete
Pursuit Plan - Strategy and
Attack Plan Complete
Direct Mail - Champagne
Custom Live Webinar
Identiﬁed Additional Key
Contacts/Departments
Dreamforce VIP Dinner
Data Test
Monthly Pursuit Plan
Check in
Monthly Pursuit Plan
Check in
Custom White
Paper Build
Custom
Webinar Build
Follow-up
cadence emails
CLOSED WON DEAL!
SDR/AE cadence
emails to custom
account webinar
Downloaded RevOps E-Book

Traditional
Next-Generation
Aggregation &
Validation Method
Manual, crowdsourced, partnered
Network-Driven
Accuracy
~80% Accuracy Rates
~95% Accuracy Rates
Freshness
Monthly or Annual
Continuous aggregation; Weekly Updates
Comprehensiveness
(Requires Multiple Sources) Firmographics;
Niche Datasets; Contact Providers
Single Source
Delivery Model
Static Lists/CSV; No CRM/MAT Integration;
API
On-demand; Native Tech Stack Integrations
Cost
CPL; List Costs
Unlimited w/ Platform Purchase
Use Cases
Source net-new accounts & contacts;
(Project-Based) Data Reports, Append,
Refresh, Dedupe
Segmentation & predictive analytics; Source
net-new (auto-deduped) accounts &
contacts; (Real-time) Data Health
Diagnostics, Append, Refresh, Dedupe
The B2B Data Solution Evolution

Example 2 - Unlimited Data Campaign Framework
Marketing Air Cover
End Goal
Sales meeting:
- Standard sales
process, driving
toward “Findings
Report” and/or
“Data Test Drive”
Account Selection/
Segmentation
Using Radius to target
segments:
- Tier A, B, C Accounts
- Using top data vendors
- Showing data-related intent
For pre-SDR marketing
campaign (using marketo):
●  “Engaged” with last
365 days
●  No Open Oppty
Offer & Campaign
Design
Offer:
Data Quality Crisis
Data Quality Score
Unlimited Data
Network of Record
Orchestration:
●  Kickoff
●  Segmentation &
Deployments week
of 6th
●  Creative completed
week of 12th
●  Sales briefed week
of 12th
Pre-BDR Campaign
Email Drip:
●  Email #1: Data
Quality Crisis /
Press Article
Quality Score
(those that received
mailer)
●  Email #3:
Competitive Emails
w/ unlimited data w/
Darian blog post
Survey?
●  Email #5: NOR
Whitepaper
Direct Mailer
●  Data Quality Score
+ Infographic
BDR Outreach
Inbound–10 touch:
●  Double touch
●  Single touch
●  Single touch
Outbound–9 touch:
●  Double touch (4 versions)
●  Single touch
●  Double touch (Hail mary)
Facebook + Twitter
Ads
Data Quality Crisis
Stats
Bylines/PR
Coverage
YP Quote on dumping
D&B

Example Experience
+
Date Touch Activity Audience Owner
8/24 1 Direct Mail All Intent/Competitor Accts MKTG
8/25 2 BDR Call Target list of DMs SDR
8/29 4
SFDC reps
outreach
SFDC reps introduce Radius team to key
stakeholders Partner
8/29 5 BDR Email #1 Target list of DMs SDR
8/31 6
Marketing
email #1
First promo email sent inviting prospects to
register MKTG
9/5 7 InMail #1 Personalized InMail to core audience SDR
9/5 8 BDR Email #2 Target list of DMs SDR
9/6 10
Marketing
email #2 All target accounts MKTG
9/7 11 InMail #2
Follow InMail message personalized to core
audience SDR
9/7 12 BDR Call All Target Accts w/ Data Provider; DM SDR
9/8 13
Marketing
followup Slides/recording sent to prospects MKTG
9/11 14
Sales
Followup Follow up emails to attendees and registrants SDR/AE

Marketing-SDR Program Framework

Direct Mail Oﬀer

Data “Hacks”
Many Marketers Turn to Short Term
Data “Hacks” to Aid Go-To-Market
Intelligence

Using Data To Further Sales & Marketing Alignment - Radius at The Sales Development Conference 2017

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Using Data To Further Sales & Marketing Alignment - Radius at The Sales Development Conference 2017