Revenue Generation & Intelligent Data The Connection to SMBs is Closer Than You Think
Rick Ducey, Managing Director, BIA/Kelsey
John Hurley, Senior Director, Product Marketing, Radius September 28, 2017
2 © 2017 BIA/Kelsey. All Rights Reserved. |
Getting Smart About SMBs Intelligence Driven Revenue Growth
Today’s Agenda
Rick Ducey Managing Director
BIA/Kelsey
John Hurley Senior Director, Product Marketing
Radius
3 © 2017 BIA/Kelsey. All Rights Reserved. |
BIA/Kelsey’s SMB Survey Highlights Getting Smart About SMBs
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
Business Age (Years)
22.7%
21.4%
2.2%
14.7%
17.2%
21.8% 4-6 Years
7-10 Years
<1 Year
1-3 Years
11-20 Years
>20 Years
D2 Business Age Sample Size = 1,000
© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
Business Lifecycle Stage
8.5%
52.9%
35.6%
1.9%
1.1%
0% 10% 20% 30% 40% 50% 60%
Beginning to Get Established
Growing and Expanding
Maintaining Size and Share
Consolidating or Downsizing
Looking to Exit or Sell
D3 Business lifecycle stage Sample Size = 1,000
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
Company Revenue Changes (Next 12 Months)
15.6% 18.0%
26.0%
32.0%
1.9% 0.7% 0.0%
5.8%
0%
5%
10%
15%
20%
25%
30%
35%
Increase ½or More
Increase ¼to LessThan ½
IncreaseLess Than
¼
MaintainCurrent
Level
DecreaseLess Than
¼
Decrease¼ to LessThan ½
DecreaseBy ½ orMore
Not sure
60% of SMBs expect to increase revenue over the next year.
Q106BN How would you say the revenue for your company will change in next 12 months? Sample Size = 1,000
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
Most Important Factors in Determining Ad Spend
1.3%
3.3%
5.3%
5.3%
11.3%
12.4%
13.9%
22.5%
23.5%
24.8%
27.9%
30.3%
0% 5% 10% 15% 20% 25% 30% 35%
Other
The Product Introduction or Sales Cycle
Plans to Expand to More or Reduce Locations
What Our Competitors Are Spending
Bargains in Advertising or Marketing
Plans to Add New or Reduce Services or Products
The Amount We Spent the Previous Year,…
Our Expected Revenues
Business Conditions
The Return on Investment We Expect to Obtain
The Amount of Money Available after Other…
The Exposure and Customer Engagement We…
Q104B Which of the factors are the most important to your ad spend decisions? Sample Size = 1,000
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
12.4% 14.6% 12.9%
55.0%
3.9% 0.7% 0.7%
0%
10%
20%
30%
40%
50%
60%
Increase ½or More
Increase ¼to LessThan ½
IncreaseLess Than ¼
MaintainCurrent
Level
DecreaseLess Than ¼
Decrease ¼to LessThan ½
DecreaseBy ½ orMore
Q104 In the next 12 months do you intend to? Sample Size = 1,000
Ad Spending Intentions For Next 12 Months
40% of SMBs plan to increase ad spending over the next 12 months.
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
Channels Used To Purchase Online Ads
5.1%
6.6%
9.5%
9.9%
10.5%
15.1%
20.8%
23.4%
0% 5% 10% 15% 20% 25%
Cable
TV
Ad/Digital Agency
Purchase Myself (with Assist.)
Radio
Newspaper
PYP or IYP
Purchase Myself
Q500 Which of these channels do you use to purchase online ads? Sample Size = 1,000
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
Importance of Premise Salesperson
14.5%
16.6%
18.4%
20.7%
29.7%
0% 5% 10% 15% 20% 25% 30% 35%
Extremely Important
Very Important
Somewhat Important
Not Too Important
Not At All Important
Q506 How important is a salesperson at your location to help your online advertising decisions? Sample Size = 1,000
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 20, Q3/2016 (and prior waves, if relevant). Methodology: Online panels.
Most Important Reasons For Satisfaction With Agency
10.5%
11.2%
12.3%
14.9%
18.8%
21.7%
27.9%
33.6%
37.7%
46.6%
0% 10% 20% 30% 40% 50%
Proven Results
Relationship
ROI
Timeliness
Quality of Media Strategy
Understanding Customers
Cost of Service
Consistency of Creative
Quality of Media Placement
Quality of Creative
Q508BN What are the most important reasons that you are satisfied/not satisfied with agency? Sample Size = 307
14 © 2017 BIA/Kelsey. All Rights Reserved. |
Intelligence-Driven Revenue Growth Channels, Intelligence, Data
Tech Stack Should Include Three Core Layers
Be the first in every opportunity you can win
Harness the only always-on, unlimited data source
Reach buyers across all channels
Comprehensive DATA
AI-Driven INTELLIGENCE
Integrated OMNICHANNEL
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SMB Data Quality Is Holding Companies Back
Source: Radius NOR Report 2016
Duplicate data.
Incomplete data.
Inaccurate data.
Outdated data.
These systems of record suffer from a “Data Quality Crisis”:
75% of CRM/MAT data is inaccurate
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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
????
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With each new user that joins the platform, the value of a product or service increases for all users.
© Radius Intelligence, all rights reserved.
Precision Consumer Targeting
Recommendation Engine
$27.6B in advertising revenue (2016)
~40% of $136B revenue (2016)
Revenue Impact
More buyers More consumer data Better recommendations More buyers
More users More user data Better relevant content More users
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To drive revenue success today requires a new approach: Connecting your system of record to The Network of Record
With a system of record
Limited
Duplicate
Incomplete
Stale
With The Network of Record
Comprehensive
Unique
Accurate
Up to date
Eliminate bad data and gain a single source of data truth
Network-Validated Data Is Exceptionally Accurate
Accuracy numbers were measured using statistically significant sample sizes across the entire Network of Record and compiled by external human
evaluation validators Datapure LLC (http://www.datapure.co) & Hybrid LLC (http://www.gethybrid.io) at a 95% confidence level and 2% interval
85%
85%
78%
88%
Traditional Data Sources
Email Deliverability
Phone Connect Rate
Contact Accuracy
Business Address
The Network of Record
As of: 6/1/2017
90.2%
90.1%
87.3%
95.1%
Data Management Solution The Right Data
Data Sources Single Source of Truth
CRM Marketing Automation
CRM Health Matching Analysis Duplicate Analysis Data Refresh Data Append
Firmographic & Contact Data Financial Data Intent & Technographic
Data Social & Web Data
Data Validation Services
Data Tech Stack
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Zenefits Grows Conversions by 500% With Cleaner Data
“We continuously address the gaps and inaccuracies in our data. Our sales and marketing teams are confident they’re working with the most accurate data to drive revenue.” Viviana Faga, CMO
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Tech Stack Should Include Three Core Layers: Intelligence
Be the first in every opportunity you can win
Harness the only always-on, unlimited data source
Reach buyers across all channels
Comprehensive DATA
AI-Driven INTELLIGENCE
Integrated OMNICHANNEL
© RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.
Know Your TAM–Both Market Size & Reach
Allstate Reach: 250K known businesses
TAM in The Network of Recrod: 1.9M current businesses
Phone: 1 million
Facebook: 800,000
Twitter: 500,000
Email: 400,000
Google 100,000
Omni-Channel
T8 Industries Accounting Barbers Chiropractors Dentists Legal Services Medical Offices Photography Real Estate
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SMB 1 SMB 2 SMB 3 Industry: Restaurant Restaurant Mechanic Location: San Francisco, CA San Francisco, CA San Francisco, CA Employees: 50-100 50-100 50-100 Revenue: $5M to $10M $5M to $10M $5M to $10M
Upsell Success Rate 8% 8% 4%
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SMB 1 SMB 2 SMB 3 Industry: Restaurant Restaurant Mechanic Location: San Francisco, CA San Francisco, CA San Francisco, CA Employees: 50-100 50-100 50-100 Revenue: $5M to $10M $5M to $10M $5M to $10M Advertising Online Yes No Yes Facebook Page Yes No Yes Searching “SEO Tools” Yes No Yes Time in Business 3-5 Years 6-10 Years 3-5 Years Radius Biz Rating A C A
Upsell Success Rate 22% 4% 17% # of Businesses 1750 730 949
A 2.7x Lift
C 0.6x Lift
B 1.8x Lift Inbound Lead Prioritization
Campaign Audiences Spend Optimization
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Optimize Channels with Audience Targeting & Experimentation
Chiro #1 CPC = $4.20 CTR = 0.31%
Chiro #2 CPC = $5.47 CTR = 0.10%
Dentists #1 CPC = $8.59 CTR = 0.16%
Dentists #2 CPC = $11.57 CTR = 0.26%
Predictive Intelligence The Right Target
Data Management Solution
Data Sources
CRM Marketing Automation
TAM Analysis Account Selection Scoring Recommendations Segmentation
Intelligence Tech Stack
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AMEX Lifts Customer Response Rates by 200% With Precision Targeting
“We’ve seen tremendous lift in conversion and reduction in marketing costs with the Radius platform.” Chief Risk Officer, American Express
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Tech Stack Should Include Three Core Layers: Omnichannel
Be the first in every opportunity you can win
Harness the only always-on, unlimited data source
Comprehensive DATA
AI-Driven INTELLIGENCE
Reach buyers across all channels
Integrated OMNICHANNEL
John Doe
On LinkedIn
GM, Acme Corp.
[email protected] 555-513-4830
THE OLD WAY
Standard Business Profile (in CRM/MAT)
THE NEW WAY
Network-Enriched Profile
John Doe VP of Marketing, Acme Corp.
577-619-3800 577-540-3040 555-215-3320 555-513-4830
b4454fc62a7a0c64dbc1525b539f561064544125 d520a80c026be39edeb9c6e3f37c01f2da5f5e97
[email protected] [email protected] [email protected] [email protected] [email protected]
*All PPI data within the customer network is anonymized, encrypted, and hashed
Increased Match Rate by 62%
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
Infographics, Video, How-tos, offers
Offers, Deals
Direct Mail Offers
Require response
Evaluation Guides, Peers Reviews
Won Customer
Ebooks, Webinars
Case Studies
Engagement Conversion Awareness
Visit Website
Sales Calls & Demos
CONTENT
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
Predictive Intelligence
Data Management Solution
Data Sources
CRM Marketing Automation
Omnichannel Integrations The Right Place
Channels Tech Stack
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“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 Acqusition
Infusionsoft Lowers CAC Costs by 33% with Omnichannel
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The Radius Revenue Platform connects AI-driven intelligence with the largest, most accurate B2B data source –The Network of RecordTM. Be first in every opportunity you can win, across every channel.
© Radius Intelligence. All Rights Reserved.
Key Take-Aways: Transform Data Into Revenue Growth
The Network of Record
Intelligence
Omnichannel Data Stewardship
Go To Market Insights
Co-Marketing
Account Based Marketing
Predictive Lead Scoring
Outbound Marketing & Prospecting
How do I clean up my data for good?
What’s my addressable market & ideal customer profile?
How do I select and reach our target accounts?
How do I prioritize & take action on inbound?
How do I target more of the right leads?
How do I increase partner campaign effectiveness?
© Radius Intelligence. All Rights Reserved.
For more information:
Rick Ducey, [email protected] John Hurley, [email protected]
Revenue Generation & Intelligent Data The Connection to SMBs is Closer Than You Think