Radius, a B2B predictive marketing software provider, unleashed a host of new integrations on Tuesday that help marketers target customers across multiple channels with data-driven initiatives.
Radius now allows its customers to integrate across data marketing platforms (DMPs), Facebook, Twitter and Google AdWords directly from the Radius Revenue Platform, in addition to the existing email, telesales, field, and direct mail integrations already available on the Radius platform, including Salesforce, Oracle Eloqua, and Marketo.
Multichannel marketing is not just beneficial for B2C companies, and Radius aims to bring the same targeted, omnichannel customer experience to the B2B realm. The Radius integrations across marketing channel providers enable customers to identify and target audiences across channels, reaching subscribers on their most preferred method of communication.
According to Gartner, marketing campaigns that integrate 4+ digital channels will outperform single or dual-channel programs by 300%. However, 90% of marketers struggle to seamlessly connect more than three channels at a time, making consistent messaging and coordination a major challenge.
Radius’ suite of marketing software is powered by the company’s Radius Intelligence Cloud, a data science engine with information on every business in the United States. Radius claims to have an average of 100 or more data attributes per enterprise, enabling B2B sales and marketing professionals to identify and target prospective clientele.
“The B2B industry has evolved, and today’s marketers need the ability to engage and convert buyers using the highest-quality data, targeting and seamless execution across multiple channels,” states Kerry Cunningham, senior analyst at SiriusDecisions. “This is a practice that has challenged many companies until now.”
By combining customer data, engagement history, and business intelligence, Radius aims to help marketers expand their reach with personalized messages predicted to increase conversions.