Radar is a location data company that helps businesses of all sizes create location-based app experiences. For example, a dating app might use Radar to show matches nearby or an airline might use Radar to know when a traveler arrives at the airport and prompt them to open their boarding pass. With many potential use cases across lots of different verticals, it’s important for Radar to understand how their product maps to personas and verticals. It’s what enables them to create messaging that surfaces the right use case to the right person at the right time.
According to Ryan Narod, Radar’s Head of Marketing, good marketing is all about ”understanding your buyers or users and explaining your product in a way that caters to their specific pain points.”
But with many potential use cases and data sources, Radar needed a way to identify the data most relevant and useful data characteristics. As a business that sells into companies with mobile apps, Radar needed a clear picture of their customers and target accounts, which meant a major investment in understanding the mobile landscape.
Ryan: “We looked to see what are the top thousand apps in the App Store. Those are the apps we want Radar installed in. And then who makes those apps?”
Using this method, Radar was able to build a target account list of around 700 companies to begin personalizing in Mutiny.
To enhance their strategy, Radar invested in gathering a depth of data around each account. Using SDRs, they built out data points like app icon, custom push notification the account might use for the app and to which vertical the app belonged. Radar also layered in three personas based on job role, which enabled the creation of rich, nuanced personalized experiences.
Ryan: “We have all that clean data around personas and we've given them a hierarchy. So our messaging differs based on the value that Radar provides. If we're talking to a technical person, it’s about ‘build versus buy’ and the opportunity cost for your team of building this yourself. Or if it's a marketing person, we focus on increasing engagement, increasing revenue. And if it's a product team we typically focus on unlocking a new experience for them.”
This approach is incredibly effective, leading to marketing bringing in 70% of the business and overall pipeline.
Radar's early investment in data and understanding customer needs means they've created a self-sustaining personalization engine. They’re able to personalize without the on-going effort it would typically take.
With all of their account data stored in Salesforce, Radar uses Mutiny to generate personalized pages for each account at scale. SDRs then send emails to target accounts including screenshots of the personalized landing page and a link to the landing page.
This tactic alone is so effective, Radar books over 40 enterprise meetings a month.
With an investment of only a few weeks of gathering data and using Mutiny to employ that data at scale, Radar provides a customized experience to each target account in both their inbound and outbound channels. And the results have been great. In the case of inbound startup leads for example, they saw a 249% increase. Clearly their map is a powerful one to follow.