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Radius Signal and Segment Reference

The Network of Record(TM) tracks hundreds of types of signals—or business characteristics—in categories covering firmographics, technographics, current events, social engagement, and many more. Radius also tracks contacts at businesses in the network.

Using Radius, you can select and combine signals to:

  • View insights into your historical success rate and discover your total addressable market.
  • Build segments based on historical performance or hypothesis so you can target prospects with the characteristics that meet your goals.
  • Request recommended segments from Radius that include the territories, verticals, and business sizes you serve, based on your select goal. 

When generating recommended segments, you can select from a set of Business signals. When building your own segment, you'll see signals group by Contact and Business. View all available signals, or select SMB, Mid-Market, or Enterprise to narrow the list by business size and scope. It’s important to understand that when you select signals, Radius uses them to filter (or “narrow”) all the records in the Radius Business Graph so that your segment includes only the records that meet your selections. 

When building your own segment, make sure to look at the Selected Signals list and verify that what you've selected is what you want. Examples from the list are included here. 

This reference identifies and defines the signals Radius tracks and provides best practices for using them to build segments. 

Find three segmentation examples following the Radius Signals table. Learn more about selecting signals here: How Signal Selection and Filtering Work.

Contact Signals

All contacts in The Network of Record are associated with businesses in The Network. If you add ANY contact signal to a segment, then your segment will include ONLY businesses that have at least one contact. All the contacts will match the selected contact signals.

Signal or Category Definition Rec. Segments Signal How to Use This Signal Selection Logic & Examples
Title Specific contact job title and job function.  

Selecting any Title signal excludes from your segment all businesses that do not have at least one contact for that signal.

For precise targeting, use titles along with job functions. Select no more than two job functions.

Segmenting by job function may be useful for direct mail campaigns.

When targeting upmarket businesses, layer on contact signals to optimize your spend and get your message to the right people.

When targeting smaller businesses, it's not usually necessary to select contact signals.

Multiselect

SigContactTitle.jpg

Reachability Whether a contact has a direct email address or has a phone number.  

Selecting Yes for either Reachability signal excludes from your segment all businesses that do not have that information for at least one contact.

Selecting No for either Reachability signal excludes all business that do have that information for at least one contact or where reachability information is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

Has Direct Email is useful for email campaigns but not useful for campaigns on digital and social channels.

Has Direct email is useful for finding businesses that may not have contact emails but do have business emails. 

Segmenting with Has Direct Email may be useful for highly personalized campaigns.

When targeting upmarket businesses, layer on contact signals to optimize your spend and get your message to the right people.

When targeting smaller businesses, it's not usually necessary to select contact signals.

Yes / No

You can select Yes or select No for either Reachability signal. 

SigContactReachability.jpg

Contact Social Profile Whether a contact has a profile on LinkedIn.  

Selecting Yes for the Contact on LinkedIn signal excludes from your segment all businesses that have no employees with a LinkedIn profile.

Selecting No excludes all businesses that have one or more employees with a LinkedIn profile or businesses with contacts whose LinkedIn presence is unknown.

When targeting upmarket businesses, layer on contact signals to optimize your spend and get your message to the right people.

When targeting smaller businesses, it's not usually necessary to select contact signals.

Yes / No

SigContactLinkedIn.jpg

Business Signals

Signal or Category Definition Rec. Segments Signal How to Use This Signal Selection Logic & Examples

Firmographics

Industry

Industry as categorized by NAICS code, SIC code, or Radius tag.

Selecting Yes for any Industry signal excludes from your segment all businesses that do not belong to that industry.

Selecting No excludes businesses that do belong to that industry or whose industry is unknown. 

If any of these signals isn't important to your segment either way, don't select anything. 

Radius recommends using NAICS code signals. 

If you deploy a segment including NAICS code signals, the highest level signal will be deployed and your campaign's records may not be as targeted as your segment. For example, if you select the Solar Electric Power Generation signal (22111400) for your segment, your deployment will include records based on its parent signal, Utilities (22000000). 

From Insights, combine Number of Employees signals with Annual Revenue and Industry selections to build a TAM analysis segment. For more information, see our Practitioner Guide: Identify Your Total Addressable Market in Radius.

Yes / No

You can select Yes or select No for one or more industries. 

SigBusIndustry.jpg

 

Region

Where a business is located by State, Metropolitan Area, City, ZIP code, or territory.

Selecting Yes for any Region signal excludes businesses not in that specific geographical area.

Selecting No excludes businesses in specific geographical areas or whose geographical area is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

Segmenting by region may be helpful for businesses that are regulated differently state by state.

Include and exclude signal values across groups to create a more targeted segment. For example, if you include the states Illinois and Wisconsin but exclude the cities Chicago and Milwaukee, your segment will contain all available businesses and contacts from Illinois or Wisconsin unless they are in Chicago or Milwaukee. 

If you maintain territories in Radius, you'll find them here as signals you can select. Combine regional signals to exclude smaller regions (such as cities) from larger regions (such as states).

If you regularly create segments using Region signals, save time by adding territories to Radius. Territories are groupings of Region signals. 

Yes / No

You can select Yes or select No for one or more regions. 

SigBusRegion.jpg

Number of Employees

How many people work for a business, as a range.

Selecting any Number of Employees signal excludes businesses who have more or fewer employees. 

Selecting Doesn't Have Number of Employees excludes businesses who have no employees or whose number of employees is unknown.

From Insights, combine Number of Employees signals with Annual Revenue and Industry selections to build a TAM analysis segment. For more information, see our Practitioner Guide: Identify Your Total Addressable Market in Radius.

Multiselect

SigBusNoEmp.jpg

Annual Revenue

A business's annual income, by range.

Selecting any Annual Revenue signal excludes businesses who have more or less annual revenue.

Selecting Doesn't Have Annual Revenue excludes businesses who have no revenue or whose annual revenue is unknown.

When targeting upmarket businesses (often based on annual revenue), layer on contact signals to optimize your spend and get your message to the right people.

From Insights, combine Number of Employees signals with Annual Revenue and Industry selections to build a TAM analysis segment. For more information, see our Practitioner Guide: Identify Your Total Addressable Market in Radius.

Multiselect

SigBusAnnRev.jpg

Chain

Whether a business is a chain / multi-location business or not, and if so, local, regional, or national. 

For chains, the number of locations by range a business has, including headquarters and branches.

 

Selecting any geographical Chain signal excludes from your segment all businesses that are not that type of chain.

Selecting Not a Chain excludes businesses that are chains. 

Selecting any Number of Locations signal excludes all businesses that have more or fewer locations by range.

Use Chain signals to target businesses of a certain size and geographical coverage.

Chain type may also be an indicator of business size.

Multiselect

SigBusChain.jpg

Headquarters Only

Whether a business is a headquarters or not.

 

Selecting Yes for Is Headquarters excludes all businesses that are locations but not headquarters.

Selecting No excludes all businesses that are headquarters or whose headquarters status is unknown.

Combine Is Headquarters with Annual Revenue or Number of Employees ranges to eliminate smaller businesses.

Yes / No

SigBusIsHQ.jpg

Small Office / Home Office

Whether the business is a small office / home office, typically with fewer than 5 employees.

 

Selecting Yes for Is Small Office / Home Office excludes all businesses that are not characterized as small or home offices.

Selecting No excludes all businesses that are charactized as small or home offices or whose small office / home office designation is unknown.

Select No for this signal to target larger businesses, which may also be more mature and established.

Yes / No

SigBusSOHO.jpg

Credibility

Radius Rating

Our proprietary rating system that rates the health of a business. Radius Rating tracks a combination of factors, including financial data, public records, and social signals.

An A rating is the highest.

 

Selecting any Radius Rating signal excludes from your segment all businesses that do not have that rating. 

Use these signals to build segments of pre-qualified businesses so you can optimize campaign spending.

Combine Radius Rating with Time in Business and firmographic signals like Annual Revenue, Chain, and Small Office / Home office to get a fuller picture of business health.

Radius Rating should not be used as a replacement for credit scores.

Multiselect

SigBusRadRat.jpg

Time in Business

How long a business has been in operation by less than a year, more than 10 years, or year ranges in between.

 

Selecting any Time in Business signal excludes from your segment all businesses that have been operating for more or less time. 

Multiselect

SigBusTime.jpg

Trending Business Info

Intent

Likely interest of a business in specific products, services, or related information as indicated by recent online activity.

Activity may originate from any location for a given business.

Selecting any intent signal excludes from your segment all businesses that do not show intent for that product or service or for related information.

Combining Intent signals with the Headquarters Only signal may produce very small segments, as intent data for a business may not originate from a company’s headquarters only.

To build a bigger segment, select a top-level intent signal or select one or more similar signals. For example, select Technology or select Networking and Security.

Check out Best Practices for Segmenting With Radius Intent Data for even more ideas.

Multiselect

SigBusIntent.jpg

 

News & Events

Recent business news and events in certain categories.

Selecting any News & Events signal excludes from your segment all businesses that have no recent news related to that signal.

These signals may indicate growth or other changes that could make the business more likely to purchase products or services.

Combining News & Events signals with the Headquarters signal may produce very small segments, as news for a business may not originate from a company’s headquarters only.

Multiselect

SigBusNews.jpg

Reachability

NEW Direct

How easy it is to reach a business directly, including whether it has at least one contact, has direct email, or has direct phone.

NEW 
Whether a location has high direct mail reachability, which means that Radius has identified the location as having a having a high-quality mailing address.

 

Selecting Yes for any Direct signal  excludes from your segment all businesses that can't be contacted that way. 

Selecting No excludes businesses that can be contacted that way or whose means of contact is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

Yes / No

You can select Yes or select No for one or more Direct signals. 

SigBusDirect.jpg

Web and Social Media

Alexa Rank

Alexa’s proprietary web traffic ranking system, which measures how a website is doing relative to all other sites on the web over the previous 3 months.

 

Selecting any Alexa Rank signal excludes from your segment all businesses that do not have that rating. 

Selecting Doesn't Have Alexa Rank excludes businesses who have no Alexa rank or whose rank is  unknown.

Combine Alexa Rank signals with Industry signals to build segments of companies that have high-traffic websites in those industries.

Selecting low Alexa Rank signals produces segments of businesses whose websites get low traffic. This may be useful if you sell SEO or other web services.

Multiselect

SigBusAlexa.jpg

 

Social Media

Whether or not a business has a LinkedIn presence, a Twitter presence, and / or a Facebook presence.

Selecting Yes for any Social Media signal excludes from your segment all businesses that do not have a presence on that social media site.

Selecting No excludes all businesses that do have a presence on that site or whose presence is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

A LinkedIn, Twitter, or Facebook presence can indicate business viability and validate attributes like address and phone number, leading to higher delivery rates for direct mail campaigns.

Yes / No

You can select Yes or select No for one or more Social Media signals. 

SigBusSocial.jpg

 

Web Presence

Whether or not a business has a website and/or uses review sites, mobile checkin services, or online reservation services.

Selecting Yes for any Web Presence signal excludes from your segment all businesses that do not have that type of web presence. 

Selecting No excludes all businesses that do have a presence on that site or whose web presence is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

Use Web Presence signals to build segments that target small businesses.

Web Presence signals may be useful for companies selling web services or social media consulting.

Combine Web Presence signals with review ratings for tighter targeting.

Yes / No

You can select Yes or select No for one or more Web Presence signals. 

SigBusWebPresence.jpg

Price Range

The average price for a business’ products or services, by range.

Selecting any Price Range signal excludes from your segment all businesses whose products or services are not sold at that price.

Selecting Doesn't Have Price excludes all businesses whose price ranges are known. 

Target businesses based on a the average price for their products.

Multiselect

SigBusPrice.jpg

Review Rating

A business's average review rating, from 1 to 5 stars, from review sites like Yelp.

Selecting any Review Rating signal excludes from your segment  all businesses that do not have that rating. 

Selecting Doesn't Have Average Rating excludes businesses that do not have ratings or whose rating is unknown.

f any of these signals isn't important to your segment either way, don't select anything. 

A review rating may indicate the overall health of a business, as well as growth or other changes.

This signal may be useful for SMB lenders and direct mail campaigns.

Multiselect

SigBusReview.jpg

Technologies

Product Technologies

Products in use by a business, including general solutions as well as those specific to certain business verticals.

Selecting any Product Technologies signal excludes from your segment all businesses that do not use that product technology or whose product technology use is unknown.

Combine and layer technologies to build more targeted segments.

From Business Attributes, exclude chain types or select Headquarters Onlyfor best results.

To build a bigger segment, select a top-level category or a group of similar technologies. For example, select Financial Analytics in addition to QuickBooks.

Multiselect

SigBusProdTech.jpg

Web Technologies

Whether or not a business uses certain web technologies and/or services

Selecting Yes for either Web Technologies signal excludes from your segment all businesses that do not use that technology or whose technology use is unknown. 

Selecting No for either Web Technologies signal excludes all business that do use that technology or whose use is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

These signals may be useful for companies selling to very small or online-only businesses

Yes / No

You can select Yes or select No for one or more Web Technologies signals. 

SigBusWebTech.jpg

Online Advertising Use & Technologies

Whether a business advertises online, and if so, which ad technologies it uses.

 

Selecting Yes for any Online Ad Use & Technologies signal excludes from your segment all businesses that don't use that ad service or technology.

Selecting No excludes all businesses that do use that ad technology or whose ad tech use is unknown. 

If any of these signals isn't important to your segment either way, don't select anything. 

These signals may be useful for companies selling to very small or online-only businesses.

Yes / No

You can select Yes or select No for the Advertises Online signal. If you select Yes, go on to select one or more ad technologies.

SigBusAdTech.jpg

E-Commerce Use & Technologies

Whether a business has an online storefront, and if so, which e-commerce technologies it uses.

 

Selecting Yes for any E-Commerce Use & Technologies signal excludes from your segment all businesses that don't use that e-commerce service or technology

Selecting No excludes all businesses that do use that e-commerce technology or whose e-commerce use is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

These signals may be useful for companies selling to very small or online-only businesses.

Yes / No

You can select Yes or select No for  the Has Online Storefront signal. If you select Yes, go on to select one or more storefront technoliogies.

SigBusECommerce.jpg

Payment Technologies

Whether a business accepts credit cards.

Whether a business accepts Square.

 

Selecting Yes any Payment Technologies signal excludes from your segment all businesses that don't use that payment technology.

Selecting No excludes all businesses that do use that payment technology or whose payment technology use is unknown.

If any of these signals isn't important to your segment either way, don't select anything. 

These signals may be useful for companies selling to very small or online-only businesses.

Yes / No

You can select Yes or select No for multiple Web Technologies signals. 

SigBusPayTech.jpg

Segmentation Examples

Marketing to Independent Small Businesses

Your company sells retail software to independent small businesses and you want to create an email marketing campaign. From Segments, you select these signals to build your segment.

  • Industry = Retail, Restaurants, Professional Services
  • Chain = Not a Chain
  • Contact Has Direct Email = Yes

You deploy the segment directly to Marketo and build your email campaign. If you included the Contact Has Direct Email signal, you can run a contact-specific campaign.

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
  • Region = All three sales reps’ territories
  • Contact Has 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.

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 Direct Email

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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