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Target an Audience

We understand that different groups respond differently to communication messages and platforms. That's why we help you target your audience by dividing a large audience into smaller groups, or segments, who have similar needs, values, or characteristics.

Since you’re already familiar with our contact and business signals and how signal selection and filtering work, we'll show you how to target an audience by building a segment from insights or using signals from The Network of RecordTM. It’s often smart to start from Insights, where you can analyze the businesses in your CRM and understand how your organization has historically performed. For example, let's say your future goal is to convert Marketing-qualified leads (MQLs) to Sales-qualified leads (SQLs) and you want to use a direct mail campaign to do that, then you should make sure you include your contact's name and direct mail address in the segment to reflect your goals and channels.

When building a segment, we recommend defining which channels you'll be using and your use case.

  • Build a segment based on insights 
  • Build a hypothesis-driven segment

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Build a Segment Based on Insights

Start from Insights to discover which signals from Open, Won, and Lost records within your CRM provide the highest lift over your Historical Success rate. For example, Radius shows the NAICS codes and Annual Revenue where you’ve historically done best. See how many New records Radius has.

Open your segment in Segments if you need to select additional signals, such as Territory or Contact.

  1. Click Insights.

  2. View all signals or sort by SMBMid-Market, or Enterprise. Explore signal options from the drop-down menus. Sort by NewOpenWon, or Lost record types or by historical success.

  3. Within each table, select the signals you want and click Apply. Your historical success rate and counts for record types are updated as you go.

  4. When you have the segment you want, click Build Segment.

  5. Name and save your segment. Open it from the Segments tab if you need to do further segmentation or when you’re ready to deploy.

Example: Marketing to Businesses by Industry and Annual Revenue

Your company offers security management systems for professional services businesses—specifically in the Finance, Legal, and Healthcare industries—whose employees are likely to have passwords for devices. Pricing for your systems is structured as an annual contract, and you’ve historically done best with businesses making $500 thousand to $1 million annually. Your campaign will focus on outbound cold calls.

You have three sales reps to work the leads. Each rep has his or her own territory and they all want leads that have already shown interest in products like yours.

Insights shows signals where you’ve historically done well, so you start there to build your segment using these signals.

NAICS Code = Finance, Legal and Healthcare industries

Annual Revenue =  $500,000 to $1 Million

Save the segment, then open and edit it in Segments to include these signals.

Intent = Security Solutions, Password Management

Location = All three sales reps’ territories

Contact = Has a Phone Number

After you’ve built the segment, replicate it to make three copies. In each copy, select the territory of one of the sales reps. When deploying each segment, assign it segment to the appropriate rep as lead owner.

Build a Hypothesis-Driven Segment

Take a tour! Log in to Radius and start building your own segment. When you get to the segment builder, find and click the walk-thru icon. widget.png

Build a hypothesis-driven segment to see how combinations of signals stack up against your historical success rate and find the right combination of New, Open, Won, and Lost records for your campaign. As you're building your segment, it's important to check the Selected Signals panel so you can make sure you're getting the signals and combinations of signals you want.

  1. Start from the Segments dashboard, then click New Segment. If your organization also uses Recommended Segments, click Build My Own.

  2. Name your segment, then select select a contact method if you want to. 

  3. On the segment builder, view all signals or filter by SMB, Mid-Market, or Enterprise. Select each signal you want and click Add. Radius previews your segment by listing selected signals and updating historical success rate and record counts for New, Open, Won, and Lost.

  4. Review and save your segment, and then find it on the Segments dashboard, where you can edit it or deploy it. 

Example: Multi-Channel Marketing to Independent Medium-Sized Businesses

Your company sells inventory management software to independent medium-sized businesses and offers an e-commerce integration. Your campaign will take a multi-channel approach, including Facebook and email campaigns aimed at net-new prospects. The purpose of your campaign’s content is to educate prospects on your e-commerce integration. From Segments, you select these signals to build your segment.

Web Technologies = Shopify, Magento, Bigcommerce, Woocommerce

Number of Employees = 100 to 249

Contact = Has an Email Address

To execute the campaign to the Facebook channel, deploy the segment to Facebook. During that deployment, select the option to receive a CSV file of the segment’s records. To begin the campaign to the email channel, upload the CSV to your CRM. Then complete the campaign using your marketing automation tool. 

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