how predictive insights unlock expansive growth in new markets

© Radius Intelligence. All Rights Reserved. www.radius.com

How Predictive Insights Unlock Expansive Growth in New Markets

DISCOVER YOUR MARKETS

Raab Associates


AUDIO CHECKUse the chat window if you can’t hear or we cut out!

RECORDING & SLIDESBoth will be sent within 24 hrs post-webinar!

QUESTIONSAnswers at the end–don’t miss chance to ask David questions.


DAVID RAABOwner, Raab Associates

Author, Customer Experience MatrixRecognized Marketing & Analytics Thought Leader

MEET DAVID RAAB


Ultimately, successful companies always look beyond their existing

market success and constantly try to find new opportunities in markets that

can ensure future growth.


3 out of 4 new market expansions failMcKinsey, Beating the odds in market entry


SEGMENTATION & TARGETING ARE BROKEN


TODAY’S AGENDA – A GUIDE TO RAPID GROWTH

THE MARKETS

WIN CUSTOMERS

PRIORITIZE TARGETS

THE CUSTOMER


CUSTOMER SEGMENTATION

Looking beyond the data to understand the customer


MARKET EXPANSION BEGINS WITH KNOWING THE CUSTOMER

COMPANY WEBSITES

TECHNOLOGIES IN USE

SOCIAL & ONLINE INTERACTIONSPUBLIC FILINGS

POSTINGS ON JOB BOARDS

Customer personas align your organization, strategies, and campaigns to a data-driven understanding of your customer. New sources of external signals help you pinpoint your ideal customers...

LIMITED UNDERSTANDING OF PROPENSITY WITH MYOPIC INSIGHTSCUSTOMER SEGMENTATION

CUSTOMER SEGMENTATION

REVEALING PROPENSITY WITH RICHER ANALYTICS


MARKET SEGMENTATION

Applying the right insights to your market expansion


MARKET EXPANSION BEGINS WITH KNOWING THE CUSTOMER

SEGMENT SIZECURRENT

PENETRATION

CUSTOMER VALUEAVAILABLE MARKET

“Unless you know the number of companies in the entire industry, you can’t judge whether your current customers from that industry are a small or large percentage of the whole, let alone how many additional companies from that industry are likely to buy in the future.”

- David Raab

MARKET SEGMENTATION


SEGMENT A

Converted 7x as often

SEGMENT B


100Share of Market (Customers)

100Known Market (In CRM)

1000Total-Addressable-Market

SEGMENT A

DISCOVER THE LARGEST MARKET OPPORTUNITIESMARKET SEGMENTATION


SEGMENT A


SEGMENT B


100Share of Market

1000Known Market (In CRM)

10,000Total-Addressable-Market

SEGMENT B

DISCOVER THE LARGEST MARKET OPPORTUNITIESMARKET SEGMENTATION


HIGH-GROW SOFTWARE FIRM DISCOVERS HUGE MARKETCASE STUDY

Simultaneous customer & market segmentation enables identifies markets with 3x the available market and with 40% lift in conversions


Prioritizing your top markets


WHICH SEGMENTS TO PURSUE, HOW, AND IN WHAT SEQUENCE

SIZE PROPENSITY VALUE COST OBJECTIVE

L ~ ~ ~ Generate more long-tail revenue than a small segment with high propensity

S ⬆ ⬆ ~ Pursue even though you’ll exhaust it relatively quickly

M ⬆ ⬇ ⬇ Profitable if pursued with low cost marketing tactics

Mix ⬆ ~ ~ For similar audiences, pursue with similar marketing campaigns


How to win customers in new markets


TRANSLATE PREDICTIVE INSIGHT INTO CUSTOMER ACQUISITION

PRODUCT CONFIGURATION

MESSAGE DEVELOPMENT

RESPONSE ANALYSISTARGETING

CONTACT STRATEGIES

Segment selection is step one. Translating insights that predict segment success can also be used to effectively acquire customers.


DIRECT MAILTELEMARKETING EMAIL SOCIAL ADS

INCREASED MARKETING ROI

Radius customers turn intelligence into campaign lift & cost reductions by targeting the ideal prospects with relevant messaging via multiple channels.

Verified emails and tailored copy increase opens 30% and CTR

80%

Customized creative with social data

increases response rates by 200%

Social ads to look-a-like prospects

reduces CAC from $150 to $40

Customized calls & voicemails increase

lead-to-oppty rate by 10x

CASE STUDY


Q&A


THANK YOU FOR ATTENDING!DISCOVER YOUR MARKETS

Raab Associates

how predictive insights unlock expansive growth in new markets

Marketing

radius intelligence

known market

market entry

market segment b

david raab market segmentation

share of market customers

new market expansions

existing market success