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Acquiring new customers is on virtually every marketer’s list of objectives. But it’s expensive — typically 5x the cost of growing an existing customer. It’s frustrating — for example, prospect response rates continue to decline, and trade shows are becoming less fruitful for prospecting. And it’s time consuming — whether it’s creating new lead gen campaigns or in-bound marketing programs, the need for human and capital resources gets greater each year.

Yet there is hope for this vexing challenge. Radiant 1’s B2B Acquisition Acceleration services takes a holistic perspective to help you accelerate your path to results for all your customer acquisition efforts. We look at your organization’s entire process for acquiring (and keeping) new customers and help you identify improvements along the way that will increase the returns on your acquisition marketing investment.

Our process delivers fast results:

  1. Current State Diagnostic — delivers refined target segments, identifies performance and gaps in various lead sources and previous acquisition efforts
  2. Future State Definition — provides a vision and actions for achieving optimized acquisition processes and approaches
  3. Acquisition Acceleration Strategy — includes everything from target persona development to message, offer, contact and investment strategies to maximize your acquisition dollars
  4. Acquisition Acceleration Program Development — adds a creative spark to your efforts, both from a communications standpoint as well as internal process changes.

 


 

Objectives

  • Lowering the cost of acquisition and improving ROI
  • Increasing focus and results from intermediaries
  • Establishing a more consistent pipeline
  • Reducing website drop-offs and maximizing conversion
  • Engaging sales teams
  • Identifying new channels and sources of leads

Capabilities

  • Target identification & segmentation
  • CRM/Marketing Automation Optimization
  • Offer, message & contact strategy
  • Testing & Marketing Labs
  • Data analytics
  • Campaign development
  • Persona development
  • Investment strategy
  • Website analysis, re-design & UI/UX

 


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Fedex
FedEx needed a new way to generate interest in opening new accounts, having exhausted traditional one-off discount offers over the last 8 years. Enter Radiant 1 and a new approach to driving response/conversion by engaging prospects with a unique sign-up offer, and on-going contact strategy. ‘FedEx Fridays’ gave prospects new and exclusive offers every week, including offers from partnerships developed with Starbucks, FTD, Inc. magazine, and Living Social.

The ‘FedEx Fridays’ program became one of the biggest acquisition successes ever, with exceptional response and close rates. It generated 1000’s of new accounts, plus reactivated a record number of previously inactive accounts. In addition, over 200 FedEx partner alliances helped in the effort, generating well over 4m impressions, and with enrollments at a number of leading partners up over 500% YOY. Plus various FedEx shipping offers generated enough incremental shipments for the program to more than pay for itself during the promotional period. And for the first time ever, we successfully linked the customer acquisition and on-boarding strategies seamlessly to generate the desired on-going shipping behavior.

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Cars
Cars.com, the online auto advertising resource, wasn’t satisfied with the dealer acquisition process/results as they entered new markets. Radiant 1 helped create a new process to help Cars.com enter new markets and grow their dealer network in existing markets. This included a stable of dealer acquisition programs, such as ‘The Winning Hand’, an online/direct lead generation program utilized to open new markets as Cars.com expanded. Using data scoring to identify high potential dealers, the program offered dealers instant win prizes of Apple products or Starbucks gift cards simply for making an appointment with a cars.com sales manager. Radiant 1 also deployed a first-of-its-kind online appointment calendar to let prospects choose a meeting date and instantly see what they’d won. Overall, ‘The Winning Hand’ really got cars.com motoring in more than 10 new markets, signing up 88% of targeted dealers and more than doubling projected increases in sales.

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ContactAlan Maites, President | amaites@radiant-1.com | 312 492 9333 x5470