The document discusses four key ingredients for improving campaign return on investment (ROI): segmentation, targeting, personalization, and measurement. It provides examples of how segmentation can identify high-value customer and market segments. Targeting the best segments allows focusing marketing efforts. The document also discusses methods for personalizing campaigns and accurately measuring campaign influence and ROI through metrics and attribution models.

1. ©
Radius
Intelligence.
All
Rights
Reserved.
4 must-have ingredients for
higher campaign roi
intelligent campaigns

2. ©
Radius
Intelligence.
All
Rights
Reserved.
audio check
Use the chat window if you can’t hear or we
cut out!
recording & slide deck
Both will be sent within 24 hrs post-
webinar!
questions
Answers at the end–don’t miss chance for
free consulting from the experts!

3. ©
Radius
Intelligence.
All
Rights
Reserved.
why campaign roi
Campaigns are the vehicle for demand,
acquisition, & revenue

4. ©
Radius
Intelligence.
All
Rights
Reserved.
80% of marketing executives surveyed
say they need to restructure marketing
to better support the business
Economist/Marketo
why campaign roi

5. ©
Radius
Intelligence.
All
Rights
Reserved.
Just 6% are effective at developing
compelling messages and executing
measurable campaigns
CMO Council
why campaign roi

6. ©
Radius
Intelligence.
All
Rights
Reserved.
73% marketing executives now carry
performance quotas
Demand Gen Report
why campaign roi

7. ©
Radius
Intelligence.
All
Rights
Reserved.
58% are unable to accurately attribute
success across the funnel
B2B MAGAZINE
why campaign roi

8. ©
Radius
Intelligence.
All
Rights
Reserved.
roadmap for our presentation
SEGMENT
TARGET
PERSONALIZE
MEASURE
➪
➪
➪

9. ©
Radius
Intelligence.
All
Rights
Reserved.
precision v. spray
Segmentation: Process of dividing markets into distinct subsets with
common needs and characteristics.
● Select one or more segments to target
Mass Marketing: Same product and marketing mix for everyone.
● Efficient
● Cost per unit is inexpensive
● Low market research cost

10. ©
Radius
Intelligence.
All
Rights
Reserved.
two types of segmentation
customer segmentation
Who buys, and who doesn’t
Which are campaigns most effective
Which leads should be prioritized
market segmentation
Total-addressable-markets
Identify prospects
Develop new marketing campaigns

11. ©
Radius
Intelligence.
All
Rights
Reserved.
ideal customer profile beyond internal data
market segmentation
Total-addressable-markets
Identify prospects
Develop new marketing campaigns

12. ©
Radius
Intelligence.
All
Rights
Reserved.
Source: Slideshare, Humans are predictable

13. ©
Radius
Intelligence.
All
Rights
Reserved.
who looks similar? who is most likely to convert?
customer segmentation

14. ©
Radius
Intelligence.
All
Rights
Reserved.
richer segmentation = better targeting
customer segmentation

15. ©
Radius
Intelligence.
All
Rights
Reserved.
1. Analyze current customers
2. Define firmographic criteria
3. Buy & crawl a multitude data sets
4. Merge, dedupe, append CSV files
5. Have analyst run reports
6. Upload files to CRM
7. Build out lists & custom reports
8. Rinse & Repeat….
traditional market segmentation is complex
market segmentation

16. ©
Radius
Intelligence.
All
Rights
Reserved.
targeting the largest market opportunity
SEGMENT
A
Converted
7x
as
o7en
SEGMENT
B
Converted
5x
as
o7en
100
Share
of
Market
(Customers)
100
Known
Market
(In
CRM)
1000
Total-­‐Addressable-­‐Market
market segmentation
SEGMENT
A
SEGMENT
B
100
Share
of
Market
(Customers)
1000
Known
Market
(In
CRM)
8,000
Total-­‐Addressable-­‐Market

17. ©
Radius
Intelligence.
All
Rights
Reserved.
case study
high-grow software firm discovers gold
Simultaneous
customer
segmenta@on
with
market
segmenta@on
enabled
marke@ng
to
iden@fy
&
priori@ze
markets
with
3x
the
available
market
and
with
40%
liU
in
predicted
conversion.

18. ©
Radius
Intelligence.
All
Rights
Reserved.
segment & target for smarter campaigns
customer segmentation market segmentation
campaign
intelligence

19. ©
Radius
Intelligence.
All
Rights
Reserved.
The Audience : State of Salesforce 2015

20. ©
Radius
Intelligence.
All
Rights
Reserved.
The Channels : State of Salesforce 2015
Advertising
Email
Partners

21. ©
Radius
Intelligence.
All
Rights
Reserved.
How to get the right metrics
Partner Tracking
Campaign Tracking

22. ©
Radius
Intelligence.
All
Rights
Reserved.
How to measure campaign influence
Johnny ROI jr@mm.com 415-555-5555Metrics Matter
Jane ROI ja@mm.com 415-444-4444 EvaluatorMetrics Matter

23. ©
Radius
Intelligence.
All
Rights
Reserved.
How to measure campaign influence
› Attribution Models
• Single Touch
• Multi Touch

24. ©
Radius
Intelligence.
All
Rights
Reserved.
The campaign influence model
you choose needs to work for
your business.
“

25. ©
Radius
Intelligence.
All
Rights
Reserved.

26. ©
Radius
Intelligence.
All
Rights
Reserved.
Q&A

27. ©
Radius
Intelligence.
All
Rights
Reserved.
thanks for attending!