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How Predictive Insights Unlock Expansive Growth in New Markets
DISCOVER YOUR MARKETS
Raab Associates
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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.
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DAVID RAABOwner, Raab Associates
Author, Customer Experience MatrixRecognized Marketing & Analytics Thought Leader
MEET DAVID RAAB
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Ultimately, successful companies always look beyond their existing
market success and constantly try to find new opportunities in markets that
can ensure future growth.
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3 out of 4 new market expansions failMcKinsey, Beating the odds in market entry
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TODAY’S AGENDA – A GUIDE TO RAPID GROWTH
THE MARKETS
WIN CUSTOMERS
PRIORITIZE TARGETS
THE CUSTOMER
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CUSTOMER SEGMENTATION
Looking beyond the data to understand the customer
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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...
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MARKET SEGMENTATION
Applying the right insights to your market expansion
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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
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SEGMENT A
Converted 7x as often
SEGMENT B
Converted 5x as often
100Share of Market (Customers)
100Known Market (In CRM)
1000Total-Addressable-Market
SEGMENT A
DISCOVER THE LARGEST MARKET OPPORTUNITIESMARKET SEGMENTATION
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SEGMENT A
Converted 7x as often
SEGMENT B
Converted 5x as often
100Share of Market
1000Known Market (In CRM)
10,000Total-Addressable-Market
SEGMENT B
DISCOVER THE LARGEST MARKET OPPORTUNITIESMARKET SEGMENTATION
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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
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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
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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.
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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
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