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The Predictive Playbook for Outbound Email Marketing

EBOOKHow to Maximize Campaign Conversions with Predictive Lead Scoring

PREDICTIVE PL AYBOOK:

In todays digital world, B2B marketers are tasked with major challenges like understanding dynamic customers, increasing pipeline quantity and quality, and boosting campaign ROI. The ever increasing noise in the digital space and the renewed focus on marketing ROI has highlighted the need for greater transparency into your go-to-market insights, top accounts, and acquisition strategy.

Marketers find themselves asking important questions about their audience as they invest in technologies and tools to gather better insights and better data. We believe predictive is the answer.

But one of the most common questions weve received is:

I need to understand my ideal market/target customer.

How do you use predictive inB2B marketing?

Thats why we created the Predictive Toolbox featuring various playbooks.

Put simply, a predictive playbook is a practitioner-level guide designed to help marketers understand how they can use predictive for a specific marketing use case.

In this series well cover a wide range of predictive use cases, which you can see tothe right:

Welcome to our Predictive Toolbox

GTM Insights Segmentation &

Targeting Inform Territories Data Diagnostics View TAM Build ICP Predictive

Acquisition Find new look-alikes Re-nurture existing

prospects Execute cross-

channel campaigns

Predictive Prioritization Prioritize existing

leads Prioritize inbound

prospects

Customer Insights Upsell Cross-sell Churn

ABM Target Account Selection Account Segmentation ABM Campaigns

I need more targeted leads to drive into the funnel.

How do I increase LTV?How do I do ABM account selection?

How do I prioritize and take action on inbound leads?

Not sure if this playbook is right for you? Check out the buyers journey below to determine if your position matches the content you are about to read.

Implementing Predictive

Creating a Business Case

This playbook

Is this playbook right for me?

Awareness Consideration SelectionUnderstand how to use predictive to improve marketing efforts

Identify the best predictive platform for your needsLearn the basics of predictive marketing

What is Predictive? Demo Request

Vendor SelectionTest Drive Radius

2-MinuteOverview Video

Outbound Email Playbook

Segmentation & Targeting Playbook

Predictive Marketing Use Cases

Demand Metric Report

https://radius.com/2015/11/11/8-expert-answers-to-what-is-predictive-analytics/https://radius.com/demo-request/http://discover.radius.com/meet-radius/buyers-guide-to-selecting-the-right-predictive-marketing-vendor/https://radius.com/insights-report/https://radius.com/demo-request/http://go.radius.com/rs/764-MES-613/images/HowtoMastertheInboxWithBetterOutboundEmail.pdfhttp://go.radius.com/rs/764-MES-613/images/How%20to%20Sharpen%20Targeting%20with%20Micro-Segmentation.pdfhttp://discover.radius.com/webinar/predictive-101/http://discover.radius.com/meet-radius/demand-metric-report/

The predictive tips and tactics shown in this playbook are meant to be tested with your own marketing efforts.

With Radius, you can use programmatic machine learning, larger datasets, and more advanced buying signals to identify your best audience and create a personalized customer journey for them.

Predictive analytics can be used across a wide variety of marketing channels, campaigns, and tactics. With Radius, you can

Understand your customers and market opportunities to execute more precise sales & marketing strategies

Identify your best customers and engage them with personalized, integrated campaigns

Focus sales resources on existing & inbound prospects that are highly likely to convert

Execute your account-based marketing strategy at scale

Expand your share of wallet with current customers and identify customers at risk of churning

Test everything in this playbook

Go-to-MarketInsights

Predictive Prioritization

Predictive Acquisition

Account-based Marketing

Customer Insights

Request a Demo Watch Our 2-minute Overview Video

https://radius.com/solutions/go-to-market-insightshttps://radius.com/solutions/predictive-prioritizationhttps://radius.com/solutions/predictive-acquisitionhttps://radius.com/solutions/account-based-marketing/https://radius.com/solutions/customer-insights/https://radius.com/demo-request/https://radius.com/overview-video/

Introduction

What is predictive scoring?

Predictive scores defined

How are predictive scores different from traditional lead scores?

What are the use cases for predictive scoring?

Use case #1: Ensure the best leads that interact with campaigns are prioritized

Use case #2: Build new campaigns that reach your top audiences

Use case #3: Launch a new set of critical campaign metrics

Use case #4: Identify your best acquisition channels

Radius customer case study: POS Portal

Conclusion & additional resources

Read our other predictive playbooks

Start using predictive scores to build effective and more personalized campaigns

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Table of Contents

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Not all prospects are created equal.

And theres nothing worse than running a campaign that misses the mark or is simply irrelevant to your best prospects. But thats where predictive scoring can help.

With a basic concept like scoring and grading, marketers are empowered to know which prospects are interacting with their campaigns and which ones are likely to become their customers so they can focus on deepening the right relationships.

In this playbook, well review new scoring methodologies and break down four specific ways marketers can leverage new insights to increase their contribution to revenue, and upgrade the quality and focus of their campaigns.

By reading this playbook, you will be able to:

Understand predictive scoring and its impact on demand generation

Build more effective campaigns that reach your top audiences

Measure your marketing programs more accurately

Focus your efforts and spend on the best channels

Introduction

GTM Insights Segmentation &

Targeting Inform Territories Data Diagnostics View TAM Build ICP Predictive

Acquisition Find new look-alikes Re-nurture existing

prospects Execute cross-

channel campaigns

Predictive Prioritization Prioritize existing

leads Prioritize inbound

prospects

Customer Insights Upsell Cross-sell Churn

ABM Target Account Selection Account Segmentation ABM Campaigns

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What is predictive scoring?Part 1:

?

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A predictive score for B2B marketers is an estimate of how likely a lead is to convert.

Predictive scores defined...

Why are predictive scores important?

Most marketing processes are muddled with irrelevant leads, which get passed on to sales and result in a significant amount of wasted time for the sales team.

Using predictive, marketers can reduce the required number of leads their sales team must hit to reach their goals while also ensuring the right campaigns are created to help support their targeted efforts.

Reducing the required number of leads your sales team must work and attracting the right audiences are both obtained from an effective predictive score. Lets look at four specific examples.

Only 30% of MQLs turn into SQLs

SiriusDecisions

Marketing and sales set thresholds to determine when leads are qualified and use these scores to inform their decisions. The higher the score is for a lead, the more likely that lead is to convert.

How can predictive scores help marketers?

Problem Solution

Overwhelming volume of inbound prospects means sales cannot qualify and follow up with all prospects in a cost-effective or timely manner.

Scores each accounts likelihood to convert, enabling sales to follow up with high-priority prospects immediately while remaining prospects are nurtured.

Inefficient or imprecise account selection causes resources to be wasted on the wrong accounts.

Uses billions of signals to rank your accounts, enabling you to optimize and scale your ABM efforts.

Generic messaging and salesoutreach due to limited understanding of account characteristics.

Provides account details that can enrich sales conversations and infor personalized messaging.

There are no insights into which campaign is attracting the most valuable audiences.

Helps you identify top-performing campaigns that are nurturing prospects and creating opportunities.

Marketers look to predictive scores when the traditional two-dimensional (demographic, firmographic, and behavioral data) scoring solutions from marketing automation platforms are insufficient to identify the best leads that need to be prioritized for sales reps.

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How are predictive scores different from traditional lead scores?

Predictive scores are far more accurate because the models theyre built on access large external datasets and use machine-learning.

Think of lead scoring as an iceberg.

The tip of the iceberg is made up of your traditional buying signals. This usually includes signals from your CRM and marketing automation systems (MAT) that offer a great initial, albeit limited view of your leads.

Predictive platforms, on the other hand, track and correlate all the buying signals that are submerged. They provide added context to your leads and help drive more informed marketing decisions.

These predictive signals and the scores themselves are augmented with data from thousands of sources, including social media, website HTML, public and proprietary databases, hiring trends, news and event sources, and even products currently used by the company.

Buying indicators in MAT

Buying indicators invisible to MAT

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What are the use cases forpredictive scoring?

Part 2:

?

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Use case #1: Ensure the best leads that interact with campaigns are prioritizedLets look at an example for the first use case.

Imagine your marketing team publishes an amazing whitepaper. The content is rich with actionable insights, includes tips from top industry influencers, and even positions your company as a thought leader in the space.

At the end of the campaign, you find out that your white paper is projected to receive a whopping 10,000 downloads. Thats a win, right? Well, not necessarily.

As you collect these prospects, you start sending them to your sales team for them to follow up and close. But with 10,000 downloads, your sales team is looking at an equally sizeable number of leads that they need to contact. Odds are your sales team will either start prioritizing certain leads based on their own judgment, which results in them potentially overlooking some of the best leads with the highest likelihood to convert. Or, they simply have to contact a larger number of leads in order to hit their target.

But what if your sales team knew which leads they should target first? And more importantly, what if the marketing team was able to design a nurture that was highly personalized for these leads? With a predictive model, you can do exactly that.

Taking this example, lets evaluate both scenarios: using a predictive model to prioritize inbound leads vs. not using a predictive model.

Without a predictive model (red line), to reach 60% of the prospects who will actually convert, your sales team will have to contact 60% of the total prospects. Thats 6,000 leads.

But with a predictive model (blue line), your marketing team can use scoring to identify and prioritize the top leads that are most likely to convert. This means you hand off more high-quality leads and your sales team can reach 60% of the prospects who will actually convert while only having to contact 40% of the total leads (or 4,000 leads).

The benefits of using predictive in this case are:

Your marketing team is only sending the most qualified leads to the sales team Your sales team is more efficient because they dont have to speak with a long list

of lower-quality leads in order to reach the high-propensity prospects

You can use predictive to identify segments of these leads and surface key signals and attributes about them, which in turn enables you to create more personalized campaigns. At the end of the day, if your campaign is helping attract, engage and convert top-tier accounts, then sales will love you if they can get in front of those quality prospects right away without having to waste time on less qualified prospects.

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Use case #2: Build new campaigns that reach your top audiences

The second use case is built on a recent trend wherein companies are increasingly focused on targeting the right accounts, rather than simply looking at them as individual leads. This approach is commonly known as account-based marketing (ABM), and its largely driven due to the following factors:

Buying cycles have become complex and long Marketing technologies have become increasingly cross-functional Number of stakeholders involved in the buying decision for a technology purchase

have increased

These changes in the buying process coupled with the new technological advances have resulted in a fresh outlook for B2B marketers: Marketing and selling to an account, rather than individual leads.

With marketers now focusing on target accounts, its just as important for them to create campaigns that are also more account focused. Marketers stand to benefit from leveraging scores and grades to create personalized campaigns that target top accounts, rather than more generic ones designed to drive leads.

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How does scoring fit into campaignsUse case #2: Build new campaigns that reach your top audiences

For forward-thinking organizations, the process of selecting target accounts isnt picking names out of a hat. In fact, most companies are now looking to drive their ABM strategy with the help of predictive technologies.

B2B companies are increasingly using predictive software, along with the built-in machine learning and large external datasets, to identify accounts with the highest potential to convert. With predictive, marketers are able to use scores and grades to build prequalified lists and segment accounts to gain insights on common attributes of ideal prospects.

Heres an example of how predictive scoring can help grade accounts into different tiers (from the Radius platform):

Looking at the chart you can probably surmise that accounts with a higher propensity to convert fall into a top tier, whereas accounts that still need to be nurtured fall into lower tiers. The purpose of this segmentation is to identify the top accounts or Tier A accounts, which are most likely to convert and build targeted campaigns for each one.

https://radius.com/2016/08/01/the-is-future-is-here-with-predictive-account-based-marketing/https://radius.com/2016/08/01/the-is-future-is-here-with-predictive-account-based-marketing/https://radius.com/2016/08/01/the-is-future-is-here-with-predictive-account-based-marketing/

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4-step framework for building campaigns with predictive

Use case #2: Build new campaigns that reach your top audiences

Once you have assigned predictive scores and grades to all of your accounts, you can start to build campaigns focused on driving engagement with your target accounts. Heres a framework that you can use to create more effective campaigns with predictive:

By following these steps, marketers can ensure the campaign they create is very personalized for each segment and also more likely to convert their target accounts. In fact, we used this approach in our efforts to create personalized campaigns

# Steps Description Predictive Tip

1 Segment your top accounts by grade or score

Start the process by segmenting your top accounts with a grade or score in your predictive platform.

In Radius, you can use a predictive score to sort your accounts into tiers.

2 Analyze accounts that are still early in the buyers journey

Once you have categorized your accounts into tiers, analyze which of them are still early in the buyers journey and not in late-stage sales conversations.

The goal here is to focus on accounts that could use a nudge in the buying cycle.

Depending on your systems, its important to have your account grades & scores mapped over to your leads. This will allow you to identify people within your target accounts that enter the early stages of the funnel. A number of tools like LeanDa-ta and Engagio help solve this!

3 Identify common characteristics among target accounts

After you narrow down your list of top accounts, start looking for common characteristics among them. Do any of the accounts reside in the same in-dustry? Do they share any common set of technologies? Do they share similar intent?

Group your target accounts into segments based on these characteristics.

4 Create personalized campaigns for each segment

Once you have segments of target accounts that share common characteris-tics and have high predictive scores, its time to create the campaign.

Select a segment and brainstorm ideas for personalized campaigns that will help nurture the target accounts through the buyers journey.

Identify key pillar assets (eBook, webinars), amplification content (blog posts, paid social), and email nurture drips that help drive accounts to a favorable action.

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How we created a personalized campaign for top accounts

Use case #2: Build new campaigns that reach your top audiences

We started the process by asking ourselves which industry has a lot of Tier A & B accounts without opportunities? This led us to many companies that were prospecting in the POS & Payments industry.

Once we selected this industry, we then narrowed down our list of accounts by selecting the ones that werent in late-stage sales conversations, and couwld use a nudge in the buyers journey.

After we compiled a list of these accounts, we used the information to create a highly personalized webinar to nurture them.

The combination of numerous opportunities along with a great story that we had from customer case studies made developing a campaign for this segment a top priority.

More than 20% of our Tier A and B

accounts in the POS & Payments space

registered for the webinar, which

resulted in a handful of opportunities

for our marketing team.

http://discover.radius.com/webinar/how-pos-payments-providers-will-capture-their-next-customers/

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Use case #3: Launch a new set of critical campaign metrics

The third use case of predictive scores revolves around measurement. Creating campaigns that drive engagement for the right accounts translates into a new set of metrics that is directly tied to business impact.

Rather than using secondary metrics like unique visitors or click-through rates, marketers should focus on metrics that offer insights into engagement for their target accounts.

Old Inbound World: Lead Language New ABM World: Account Language

Heres a quick primer on what ABM-specific metrics could look like:

In the new ABM world, marketers need to address two crucial questions:

Are campaigns reaching target accounts? Are campaigns sourcing new high-quality accounts?

Are campaigns reaching targetaccounts?These metrics should be measured at an aggregate

level, as well as at an individual campaign level.

Successes: % of total target accounts that engage

with campaign

Example: 30% of total target accounts

downloaded eBook

Coverage: # of leads/contacts from target account

that engage with campaign

Example: 45% of total contacts within target

accounts downloaded the eBook

Focus: # of contacts that engaged from target

accounts out of total contacts in campaign

Example: 50 downloads came from target

accounts, out of 500 total in campaign

Source: Engagio

Are marketing campaigns sourcing new high-quality accounts?

Average/Median Lead Score per

Campaign

Average Predictive (Radius) Score per

Campaign

New Leads by Score/Grade

Download Marketing Program Template

This powerpoint slide template helps program managers report on upcoming and past campaigns to sales reps, executives, and managers.

Download & Customize

Marketing isnt helping me win with my target accounts. And we won 15

accounts from marketing opportunities.

Our content generated 1,238 MQLs this quarter. +27% above goal!

70% of Tier A accounts engaged with content and we contributed $4.6MM in pipeline opportunities within those accounts

Sales:

Sales:

Marketing: Marketing:

http://www.engagio.com/clear-and-complete-guide-to-account-based-marketing/http://go.radius.com/rs/764-MES-613/images/Program%20Slide%20Template.pptx

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Use case #4: Identify your bestacquisition channels

The fourth and last predictive scoring use case helps marketers identify theirbest channels.

Modern B2B marketing involves numerous acquisition channels, including social and web advertising, email, direct mail, and list buys. Marketers often measure the effectiveness of these channels based on the number of leads they produce.

Evaluating channel performance based on lead quality can require marketers to wait weeks or months for deals to close and data to become available that indicates which channels generated the most customers as opposed to leads. This prevents marketers from identifying high-performing channels early enough to make improvementsduring campaigns.

With predictive, however, its possible to evaluate acquisition channels in near real-time based on the quality of the leads they generate. Because a predictive platform scores all of your leads in near real-time according to their likelihood to convert, you can quickly assess whether channels are producing high-quality prospects and reallocate resources to the best channels on the fly.

Some clients use the predictive lead scoring on leads that are gathered at events and through content syndication and have been able to cut spending by limiting or no longer investing in events and sites that deliver leads with consistently lower scores.Source: Gartner (March 2016)

Gartner, Tech Go-to-Market: Predictive Lead Scoring Can Yield Significant ROI for Technology Provider Marketers, Even for Lower Lead Volumes, Todd Berkowitz, March 25, 2016

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Use case example: How to identify yourbest channels

Use case #4: Identify your best acquisition channels

Lets consider a specific scenario of how predictive scoring can help you optimize your acquisition strategy by identifying the best performing channels.

Say youre a paid acquisition manager at a B2B telecom company, and you have a $50,000 budget for a campaign to create demand for a new subscription package. Your goal is to generate leads cost effectively using a multi-channel approach, but the primary KPI for your team is the number of marketing-sourced opportunities that the campaign generates. That means you need to focus on not only the raw quantity of leads that your campaign is creating but also the quality of those leads and how many are converting into opportunities.

You decide to use $20,000 to test four channels and then use the initial results to identify the top two channels where you should spend the remaining $30,000 fromyour budget.

Your team gets to work and decides to spend the initial $20,000 in the following ways:

Direct mail

$5,000Sponsored content in an industry magazine

$5,000Facebook ads

$5,000Google ads

$5,000

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Use case example: How to identify yourbest channels

Use case #4: Identify your best acquisition channels

If your companys sales cycle lasts more than a couple weeks, however, you would likely find it difficult to evaluate the initial results using any metric related to opportunities or pipeline. By the time you needed to invest the remaining $30,000 from your budget, you would still have an incomplete picture of how the leads you generated are moving through the funnel.

As a result, you would likely look at the number of leads generated from each channel and reinvest your money according to that outcome:

Based on these results, you would decide to double down on Google ads and sponsored content because of the high volume of leads theyre generating and their low CPL.

With predictive scoring, however, you can go a level deeper when analyzing the best acquisition channels. You can score the leads you acquire from your initial test campaigns in almost real-time and identify how many Tier A leads each channel is generating. Tier A leads are the ones that are predicted to be the most likely to convert into opportunities, which is your marketing campaigns ultimate objective.

The results from this analysis may be very different from the conclusions you draw without predictive scoring.

Metric Direct Mail Sponsored Content Facebook Google

Spend $5K $5K $5K $5k

Leads 400 600 500 800

CPL $12.50 $8.33 $10 $6.25

Metric Direct Mail Sponsored Content Facebook Google

Spend $5K $5K $5k $5k

Leads 400 600 500 800

CPL $12.50 $8.33 $10 $6.25

Tier A Leads

300 60 300 40

Cost Per A Lead

$16.67 $83.33 $16.67 $125

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Use case example: How to identify yourbest channels

Use case #4: Identify your best acquisition channels

In this scenario, you can see that a far higher proportion of the leads from direct mail and Facebook are likely to convert into opportunities. That means even though those channels generated fewer total leads than sponsored content and Google, youre likely to maximize the number of marketing-sourced opportunities by doubling down on direct mail and Facebook.

This insight can help you allocate the remaining $30,000 in your campaign budget more effectively. Without visibility into which channels produced the most Tier A leads during Round 1 of your campaign, you would likely have to fall back on the number of total leads that each channel generated when making a decision about how to invest your money for Round 2 of the campaign. As a result, your campaign would be optimized for leads rather than opportunities.

With predictive, however, you can identify and prioritize the channels that produced the best leads in Round 1 of your campaign direct mail and Facebook. This will enable your team to double down on those channels and build alignment with your sales team by executing a campaign that produces leads that are qualified and worthy of follow-up.

In fact, assuming a 30% lead-to-opportunity conversion rate for Tier A leads and a 10% lead-to-opportunity conversion rate for non-Tier A leads, if you were to reallocate your remaining $30,000 budget on direct mail and Facebook instead of sponsored content and Google you could see an increase in campaign performance.

Increase marketing-sourced opportunities from the campaign by 18% and reduce the cost per opportunity by 15%

Metric Without Predictive With Predictive

Total Leads 6500 5000

Tier A Leads 1000 2500

Total Opps 850 1000

CPO $58.82 $50

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Heres an in-depth breakdown of the previous scenario:

Campaign Round 1The first round of your campaign will be the same with or without predictive this is the test period when you spend your money evenly across channels to gather results.

Campaign Round 2This is when predictive can make a difference. Without predictive, you would only know the number of leads generated from Round 1 of your campaign and would want to invest further in sponsored content and Google ads. With predictive, you can optimize for the channels producing the most Tier A leads Facebook and direct mail.

Without Predictive:

With Predictive:

Metric Direct Mail Sponsored Content Facebook Google Total

Spend $5K $5K $5k $5k $20K

Leads 400 600 500 800 2300

Tier A Leads

300 60 300 40 700

Opps* 300*.3 + 100*.1 = 90 + 10 = 100

540*.1+60*.3= 54+18 = 72

300*.3 + 200*.1 = 90 + 20 = 110

760*.1 + 40*.3= 76 + 12 = 88

370

Metric Direct Mail Sponsored Content Facebook Google Total

Spend $15K $0K $15K $0 $30K

Leads $1200 0 1500 0 2700

Tier A Leads

900 0 900 0 1800

Opps* 900*.3 + 300*.1 = 270+30 = 300

0 900*.3 + 600*.1 = 270+60 = 330

0 630

Metric Direct Mail Sponsored Content Facebook Google Total

Spend $0 $15K $0 $15k $30K

Leads 0 1800 0 2400 4200

Tier A Leads

0 180 0 120 300

Opps* 0 180*.3 + 1620*.1 = 54+162 = 216

0 120*.3+ 2280*.1 = 36+228 = 264

480

*Assuming 30% Lead-Opp conversion rate for Tier A leads and 10% Lead-Opp conversion rate for non-Tier A leads

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Radius customer case study: POS Portal

Scenario

POS Portal is a leading seller of merchant point-of-sales (POS) equipment. They had acquired many leads within their addressable market but most of them were suboptimal fits. The company was tasked with the challenge of prioritizing the right leads for their sales team but found that prioritizing leads solely based on recent behavior was limiting visibility into those most likely to buy their products.

POS Portal tried to address these issues by setting up behavioral score trigger alerts to sales notifying them that a lead was ready to purchase in 2 weeks. However, the close rates were average, approximately 6%, and deal quantities were not large enough to help them reach their goals.

How Radius Helped

Radius helped POS Portal by layering predictive scores on top of existing behavioral scores to better grade leads into tiers. The added insights from Radius allowed POS Portal to prioritize and deliver their best prospects more quickly. They were also able to trigger new sales notifications for Tier A leads, notifying their sales team in real-time when an account was ready to convert.

Results

The added layer of insights from predictive scoring yielded 2x increase in close rates - from 6% to 12% in the top priority leads. POS Portal was able to leverage predictive scores from Radius to quickly identify their best prospects and also improve sales-marketing efficiency.

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Conclusion

The increasing prevalence of noise in the digital space and the need for marketing to drive revenue calls for personalized, high-quality campaigns that can persuade and nurture the right leads.

With a basic concept like scoring and grading, marketers are empowered to know which prospects are interacting with them and which prospects are likely to become their customers. This increased focus enables them to deliver great programs to the right people at the right time and fuels their marketing strategy with more accurate insights.

Thanks for reading this playbook, we hope you found the content useful!

This is just one of the playbooks in our Predictive Toolbox, so be on the lookout for more playbooks. In the meantime, visit our Resources page for great content on Predictive.

sales@radius.com 1--- www.radius.com

Radius Intelligence. All rights reserved For Inquiries: Toll Free855-723-4850www.radius.com

https://radius.com/resources/https://www.facebook.com/radiushttps://twitter.com/radiushttps://www.linkedin.com/company/2570841

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Read our other predictive playbooks

How to Master the Inbox With Better Outbound Email

Email is a critical channel in cross-channel marketing campaigns. So how can you ensure that your prospects are receiving, and opening your emails? And, how do you segment your audiences and personalize your messaging to give them a custom-tailored buyers journey?

With predictive! Marketers can use predictive to identify their best prospects and engage with them using personalized, integrated email campaigns. Check out this playbook to learn how you can use predictive to improve your email marketing campaigns.

This is just one of the playbooks in our Predictive Toolbox. Here are some of the other playbooks that weve released so far

How to Sharpen Targeting with Micro-Segmentation

All B2B marketers would agree the sweet spot for demand generation programs is to target the buyers who are most likely to buy, tying product capabilities with their customers needs. But in order to find the sweet spot of precision AND scale, marketers struggle to magnify their ability to segment their markets and customers while also maximizing campaign reach and personalizing every campaign.

Predictive segmentation can help. Read this playbook to learn how marketers can use predictive segmentation to access the insights they need for more targeted, personalized outbound marketing.

Read Now Read Now

http://go.radius.com/rs/764-MES-613/images/HowtoMastertheInboxWithBetterOutboundEmail.pdfhttp://go.radius.com/rs/764-MES-613/images/How%20to%20Sharpen%20Targeting%20with%20Micro-Segmentation.pdfhttp://go.radius.com/rs/764-MES-613/images/HowtoMastertheInboxWithBetterOutboundEmail.pdfhttp://go.radius.com/rs/764-MES-613/images/How%20to%20Sharpen%20Targeting%20with%20Micro-Segmentation.pdf

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Start using predictive scores to build effective and more personalized campaigns

Now that you understand predictive scoring and know how to use it to build more effective campaigns that target your best audience, its time to put it in practice.

Contact one of our team members to get an inside look at Radius so you can:

Prioritize the best leads that interact with your campaigns Build new campaigns that reach your top audiences Launch a new set of critical campaign metrics Identify your best acquisition channels and more efficiently focus

your marketing spend

Request a Demo

https://radius.com/demo-request/