More Related Content Similar to Optimize Omnichannel Campaigns In 2018: How To Reach Every Buyer In Every Channel (20) More from G3 Communications (20) Optimize Omnichannel Campaigns In 2018: How To Reach Every Buyer In Every Channel7. © 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%
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
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Outdated data.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:
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
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
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