Revenue Generation & Intelligent Data - BIAKelsey · Revenue Generation & Intelligent Data . The Connection to SMBs is Closer Than You Think . Rick Ducey, Managing Director, BIA/Kelsey

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

Presenter

Presentation Notes

Revenue Generation and Intelligent Data – The Connection is Closer Than You Think �

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


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.


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


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


Factors Determining SMB Ad Spend SMBs and Advertising


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


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.


Agency, Media Seller, Online? How SMBs Buy Advertising


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


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


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


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

Presenter

Presentation Notes

The purpose of this slide is to clearly communicate the three key Radius differentiators. Please note, we don’t lead with features, but with value headlines. The pillars are directly aligned with the problem set-up that was established in the first section of the PPT. Talking Points Only Radius can remove the obstacle between data and revenue. The three benefits of Radius are: Data is always on and you can trust it Go after opportunities you can actually win Go after the right targets across multiple channels to ensure you reach them in the right place Radius fills pipelines with the right opportunities and drives revenue in an efficient and trustworthy manner

© Radius Intelligence. All Rights Reserved.

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

Presenter

Presentation Notes

The Purpose of this slide is the problem set up Talking Points Generating revenue today is an uphill battle. In the old days, companies drove revenue in a straightforward way. More leads produced more customers. Today’s reality is more complex. As a company we are seeing big changes in buyer behavior. Along with this there is a tremendous amount of data available. Filling the funnel with more leads is less and less impactful. As a result, CROs and CMOs are under increased pressure, yet they don’t know revenue is going to come from and don’t know where to focus.


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

????

© Radius Intelligence, all rights reserved.

With each new user that joins the platform, the value of a product or service increases for all users.

Presenter

Presentation Notes

The idea behind network effects is simple - with each new user that joins and contributes to the platform, the value of a product or service increases for all users Going a little deeper - companies that build in network effects into their products create a virtuous cycle of positive feedback loops More users > more data > smarter algorithms > better products/more value to 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

Presenter

Presentation Notes

One of the most notable examples of network effects is Facebook. As more people joined, contributed to, and interacted on Facebook, the social network became more engaging for everyone. And Facebook’s network effects didn’t stop there. And its network effects haven’t been limited to its consumer side of the house. For its advertisers, as Facebook collected more user and advertiser data, its audience targeting capabilities became more precise, personalized, and effective.


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%

Presenter

Presentation Notes

Add “on average”

http://www.datapure.co/

http://www.gethybrid.io/

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


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

Presenter

Presentation Notes

Clean inbound lead data to convert existing demand


Tech Stack Should Include Three Core Layers: Intelligence




Comprehensive DATA



Presenter

Presentation Notes



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

Presenter

Presentation Notes

Based on our experience...


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%

Presenter

Presentation Notes

The purpose of this slide is to clearly communicate the three key Radius differentiators. Please note, we don’t lead with features, but with value headlines. The pillars are directly aligned with the problem set-up that was established in the first section of the PPT. Talking Points Only Radius can remove the obstacle between data and revenue through aligning sales, marketing, operations and analytics. The three benefits of Radius are: Data is always on and you can trust it Go after opportunities you can actually win Go after the right targets across multiple channels to ensure you reach them in the right place Radius fills pipelines with the right opportunities and drives revenue in an efficient and trustworthy manner �


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

Presenter

Presentation Notes

The purpose of this slide is to clearly communicate the three key Radius differentiators. Please note, we don’t lead with features, but with value headlines. The pillars are directly aligned with the problem set-up that was established in the first section of the PPT. Talking Points Only Radius can remove the obstacle between data and revenue through aligning sales, marketing, operations and analytics. The three benefits of Radius are: Data is always on and you can trust it Go after opportunities you can actually win Go after the right targets across multiple channels to ensure you reach them in the right place Radius fills pipelines with the right opportunities and drives revenue in an efficient and trustworthy manner �


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%

Presenter

Presentation Notes

Learnings Two common themes from the top-performing ads by cost-per-click: Images w/ direct eye contact Witty headlines e.g. “You Protect Their Smile. We’ll Help Protect Your Business.”

Predictive Intelligence The Right Target

Data Management Solution

Data Sources


TAM Analysis Account Selection Scoring Recommendations Segmentation

Intelligence Tech Stack


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

Presenter

Presentation Notes

Clean inbound lead data to convert existing demand


Tech Stack Should Include Three Core Layers: Omnichannel



Comprehensive DATA




Presenter

Presentation Notes


John Doe

On LinkedIn

GM, Acme Corp.

[email protected] 555-513-4830

THE OLD WAY

Standard Business Profile (in CRM/MAT)

Presenter

Presentation Notes

Joel

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%

Presenter

Presentation Notes

Joel

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

Presenter

Presentation Notes

First week is spent brainstorming and analyzing which segments to create within Radius. Utilizing our own reporting and analytics from the Radius platform we set a monthly focus on which target audience to go after. By week 2 - we are pushing that audience into a Facebook campaign with highly relevant creative (ie: grow your Fitness business today, something that resonates with their industry, type of business, size of business, or even viable product technologies that we integrate well with) By Week 3 - as the Facebook campaign continues to run we drop that same audience into an email drip - these leads have been exposed to display ads for close to a week so they are now more likely to take action on the email copy What isn’t shown is as prospects respond and show interest throughout the month those are routed to our inbound sales team to qualify and move further down funnel

Predictive Intelligence

Data Management Solution

Data Sources


Omnichannel Integrations The Right Place

Channels Tech Stack


“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


Infusionsoft’s Stack



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.

Presenter

Presentation Notes

The purpose of this slide is to introduce the Radius Revenue Platform. It is meant to address the question, "what am I buying?" Talking Points. We offer a platform that drives revenue: The Network of Record powers the platform An intelligence layer leverages the most comprehensive, accurate and up to date data set to give visibility into new and existing markets, inform decisions for campaign planning and more accurately predict and drive growth Tight channel integrations enable Radius ‘customers to zero in and take action on this intelligence immediately


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?


For more information:

Rick Ducey, [email protected] John Hurley, [email protected]

Revenue Generation & Intelligent Data The Connection to SMBs is Closer Than You Think

Presenter

Presentation Notes

Revenue Generation and Intelligent Data – The Connection is Closer Than You Think �

Documents

Revenue Generation & Intelligent Data - BIAKelsey · Revenue Generation & Intelligent Data . The Connection to SMBs is Closer Than You Think . Rick Ducey, Managing Director, BIA/Kelsey