POS Portal Leverages Predictive Analytics to Drive 40% of Daily Inbound Lead Goals

Leader in merchant point-of-sale (POS) products and services successfully expands sales model to sell direct-to-customer

Challenge

POS Portal had long made a name for itself as a high quality purveyor of merchant point-of-sale (POS) equipment. Initially selling via larger financial and individual resellers, the company knew that increasing competition in the market meant that they had to evolve in order to push ahead and find new opportunities for business growth.

Solution

Approaching Radius to see what other opportunities existed within their existing customer data, they ran a test of their CRM data. The insights were clear and immediately actionable. Noticing that they had high conversions within certain market clusters, such as food trucks as compared to restaurants as they had previously targeted, they realized that they could sell their products directly to those clusters more quickly and at better prices compared to their competitors.

With this business segment in mind, they ran an experiment using a simple nurturing campaign involving emails and teleprospecting. Within 24 hours, that campaign helped them garner 57 new clients. In a matter of days, the company accomplished the same level of segmentation, targeting and customer acquisition that normally would have taken weeks or months to develop.

We need to make every conversation meaningful. I’ve done this for years– Radius is infinitely easier to target exactly the right business.

Josh Johnstone, Director of Marketing, POS Portal

Results

POS Portal continues to use predictive analytics to identify the best prospects and execute more targeted marketing campaigns, driving 40% of daily inbound volume goals and achieving a 4x lift in email open rates. Even as an established company, POS Portal has found that using insights helped them evolve their business, further establishing themselves as an innovative leader in the point-of-sale industry.