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© Radius Intelligence. All Rights Reserved. www.radius.com
How FiveStars Grew Marketing-
Driven Revenue by 20x
MARKETER SPOTLIGHT
© Radius Intelligence. All Rights Reserved. www.radius.com
AUDIO CHECK
Use the chat window if you can’t hear or we cut out!
RECORDING & SLIDES
Both will be sent within 24 hrs post-webinar!
QUESTIONS
Answers at the end–don’t miss chance to ask Brian
questions.
© Radius Intelligence. All Rights Reserved. www.radius.com
Brian Lee
Growth Manager @FiveStars
Entrepreneur
Very happy about Duke’s NCAA Championship
MEET BRIAN LEE
© Radius Intelligence. All Rights Reserved. www.radius.com
20x Marketing-Generated
Revenue
Over 95%
Terminals Integrated
Targeting Markets
2.5x Propensity to
Convert
From YC to $45M Raised
Grew Customer Base
From 1M to 5M
Scaled Inside Sales Team
From 1 to 35
(We’re Hiring)
© Radius Intelligence. All Rights Reserved. www.radius.com
How do I prioritize marketing
resources?
1. Identify largest markets
& best prospects
2. Convert prospects into
customers
WHO
HOW
© Radius Intelligence. All Rights Reserved. www.radius.com
THE WHO
© Radius Intelligence. All Rights Reserved. www.radius.com
3 out of 4 new market expansions fail
McKinsey, Beating the odds in market entry
× 40% only maintain basic customer contact information
× 50% turnover within first 5 years of opening
× Even w/ explosion of data, it is fragmented &
unstructured
SMBs PRESENT GREATER CHALLENGES
© Radius Intelligence. All Rights Reserved. www.radius.com
“This data, and the insights we extract from it,
impact some of our biggest marketing decisions, so
we need to make sure it is right.”
TACKLING INTERNALLY – THE ECONOMICS DON’T ADD UP
× Increase human resources
× Long turnaround times & QA processes
× Inaccurate decision making
© Radius Intelligence. All Rights Reserved. www.radius.com
✓ Strategy: Knowing the universe, market worth,
& segments converting up to 250% above
baseline
✓ Efficiency: Ease-of-use and seamless
deployments w/ fewer people
✓ Experimentation: Testing, iterating, optimizing
on hypotheses
✓ Accuracy: External data cloud offers complete
and verified foundation
RESULTS w/ INTEGRATED PREDICTIVE ANALYTICS
© Radius Intelligence. All Rights Reserved. www.radius.com
THE HOW
© Radius Intelligence. All Rights Reserved. www.radius.com
✓ Finance: Per capita
✓ Marketing: Sufficient pipeline & how it
scales
✓ Sales: Efficiency to maximize yield
✓ Management: Ensure hires are lifers!
KEYS TO BUILDING A INSIDE SALES POWERHOUSE
© Radius Intelligence. All Rights Reserved. www.radius.com
Use underlying data to predict which prospects should get which
combination of messages, assets & ads. Key metrics include:
CONTINUOUS MEASUREMENT
INSIDE SALES METRICS
➔ Dials/day
➔ Contracts/day
➔ Volume (Consumption Rate)
➔ Close Rate
➔ CPA
➔ Labor Input - Time to Close
Marketing Metrics
➔ Open Rate
➔ Response Rate
➔ Close Rate
➔ CPA
© Radius Intelligence. All Rights Reserved. www.radius.com
“Brian is not a sales guy, but he’s a damn good
growth hacker with an innate ability to predict and
then execute on what will drive the highest impact.”
Head of Inside Sales
© Radius Intelligence. All Rights Reserved. www.radius.com
Q&A
© Radius Intelligence. All Rights Reserved. www.radius.com
THANK YOU FOR ATTENDING!
MARKETER SPOTLIGHT

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How FiveStars Grew Marketing Revenue by 20x

  • 1. © Radius Intelligence. All Rights Reserved. www.radius.com How FiveStars Grew Marketing- Driven Revenue by 20x MARKETER SPOTLIGHT
  • 2. © Radius Intelligence. All Rights Reserved. www.radius.com AUDIO CHECK Use the chat window if you can’t hear or we cut out! RECORDING & SLIDES Both will be sent within 24 hrs post-webinar! QUESTIONS Answers at the end–don’t miss chance to ask Brian questions.
  • 3. © Radius Intelligence. All Rights Reserved. www.radius.com Brian Lee Growth Manager @FiveStars Entrepreneur Very happy about Duke’s NCAA Championship MEET BRIAN LEE
  • 4. © Radius Intelligence. All Rights Reserved. www.radius.com 20x Marketing-Generated Revenue Over 95% Terminals Integrated Targeting Markets 2.5x Propensity to Convert From YC to $45M Raised Grew Customer Base From 1M to 5M Scaled Inside Sales Team From 1 to 35 (We’re Hiring)
  • 5. © Radius Intelligence. All Rights Reserved. www.radius.com How do I prioritize marketing resources? 1. Identify largest markets & best prospects 2. Convert prospects into customers WHO HOW
  • 6. © Radius Intelligence. All Rights Reserved. www.radius.com THE WHO
  • 7. © Radius Intelligence. All Rights Reserved. www.radius.com 3 out of 4 new market expansions fail McKinsey, Beating the odds in market entry
  • 8. × 40% only maintain basic customer contact information × 50% turnover within first 5 years of opening × Even w/ explosion of data, it is fragmented & unstructured SMBs PRESENT GREATER CHALLENGES
  • 9. © Radius Intelligence. All Rights Reserved. www.radius.com “This data, and the insights we extract from it, impact some of our biggest marketing decisions, so we need to make sure it is right.”
  • 10. TACKLING INTERNALLY – THE ECONOMICS DON’T ADD UP × Increase human resources × Long turnaround times & QA processes × Inaccurate decision making
  • 11. © Radius Intelligence. All Rights Reserved. www.radius.com ✓ Strategy: Knowing the universe, market worth, & segments converting up to 250% above baseline ✓ Efficiency: Ease-of-use and seamless deployments w/ fewer people ✓ Experimentation: Testing, iterating, optimizing on hypotheses ✓ Accuracy: External data cloud offers complete and verified foundation RESULTS w/ INTEGRATED PREDICTIVE ANALYTICS
  • 12. © Radius Intelligence. All Rights Reserved. www.radius.com THE HOW
  • 13. © Radius Intelligence. All Rights Reserved. www.radius.com ✓ Finance: Per capita ✓ Marketing: Sufficient pipeline & how it scales ✓ Sales: Efficiency to maximize yield ✓ Management: Ensure hires are lifers! KEYS TO BUILDING A INSIDE SALES POWERHOUSE
  • 14. © Radius Intelligence. All Rights Reserved. www.radius.com Use underlying data to predict which prospects should get which combination of messages, assets & ads. Key metrics include: CONTINUOUS MEASUREMENT INSIDE SALES METRICS ➔ Dials/day ➔ Contracts/day ➔ Volume (Consumption Rate) ➔ Close Rate ➔ CPA ➔ Labor Input - Time to Close Marketing Metrics ➔ Open Rate ➔ Response Rate ➔ Close Rate ➔ CPA
  • 15. © Radius Intelligence. All Rights Reserved. www.radius.com “Brian is not a sales guy, but he’s a damn good growth hacker with an innate ability to predict and then execute on what will drive the highest impact.” Head of Inside Sales
  • 16. © Radius Intelligence. All Rights Reserved. www.radius.com Q&A
  • 17. © Radius Intelligence. All Rights Reserved. www.radius.com THANK YOU FOR ATTENDING! MARKETER SPOTLIGHT