[ TL;DR ]
Radius had the services and technical expertise to support more customers. Its sales team needed more qualified opportunities, but prospecting was largely manual. The business lacked the databases, outreach systems and digital tracking needed to generate demand at scale.
We started by defining the total addressable market and the audience Radius should prioritise. We then developed an entry offer built around cybersecurity and business risk, giving those prospects a specific reason to start a conversation.
Around that offer, we built the landing pages, prospect journey, outbound infrastructure and analytics. Email came first. Once the offer had been proven and email outreach had scaled, we expanded into LinkedIn and Google paid campaigns, followed by joint campaigns with other providers.
Over nine months, the work generated more than 300 qualified sales calls and €10 million in sales pipeline.
[ The Challenge ]
Radius offered several services, from managed IT and cloud solutions to cybersecurity and telecoms. That breadth gave the business plenty to sell, but it also created a commercial question: what should a prospect engage with first?
There was no clearly defined entry offer to answer that question. The team needed an opening that would make sense to the buyer and create an opportunity to explore where Radius could help.
The infrastructure was missing too. Sales staff were not getting enough leads, and they lacked the prospect databases, tools and systems to run outreach at scale. Finding the next opportunity depended heavily on manual work.
Without a connected analytics setup, Radius also had limited visibility into how prospects were finding the business and moving through its digital channels. It was difficult to see which activity deserved more investment or where potential enquiries were being lost.
[ What CSM Built ]
We built the commercial approach around a simple requirement: each stage needed to help the right prospect reach a useful conversation with Radius.
The market definition guided who we contacted. The entry offer gave those companies a reason to respond. Landing pages explained that offer and provided a route to book a meeting. Outbound created the first opportunities, while tracking helped us understand how the digital journey was performing.
This became the foundation for expansion. Once the offer was working through email, we could take it into paid media with a clearer understanding of the audience and the message.
[ Defining the Market ]
Establish who Radius should pursue before scaling the outreach
We began by defining Radius’s total addressable market: the universe of businesses it could realistically serve. From there, we worked through which audiences to prioritise and how to approach them.
That work connected market size to practical targeting. The aim was to give the sales and marketing teams a defined audience around which they could build prospect data, messaging and campaigns.
We also considered the first conversation from the buyer’s perspective. Radius had multiple services available, but the opening needed to address a concern that mattered enough for someone to give it their time. Cybersecurity and business risk became the focus of that entry point.
[ The Entry Offer ]
Use cybersecurity and risk to give prospects a reason to engage
We developed an entry offer that connected Radius’s cybersecurity expertise with the risks facing its target audience.
This gave the outreach a specific purpose. A prospect could understand why the conversation was relevant and how it related to their business before being asked to book a meeting.
The offer also created a starting point for Radius’s wider services. A conversation about security and risk could help establish where a business needed support across its IT environment. Any broader discussion could then follow from the prospect’s needs.
We carried that same entry point through the campaign messaging and landing pages, so the reason for responding remained clear as someone moved towards a sales conversation.
[ From Attention to a Booked Meeting ]
We built the digital presence supporting the campaign, including offer messaging, landing pages and the route from first attention to a booked meeting.
Each part had a job to do:
01
Gain attention. Introduce the cybersecurity and risk issue in a way that was relevant to the audience being targeted.
02
Explain the offer. Give interested prospects a landing page that made the proposed first step clear.
03
Create a route to speak. Connect that interest to a booked conversation with the Radius team.
04
Measure the journey. Set up digital tracking so campaign activity and online response could be reviewed.
The message someone first encountered needed to match the offer they found on the page. That continuity helped give the campaign a clear direction from outreach through to booking.
[ Outbound First ]
Prove the offer through email before adding paid media
We began with outbound, putting the prospect data, tools and outreach systems in place to reach the defined audience at scale.
This gave Radius a structured way to generate conversations beyond the manual prospecting its sales staff had been relying on. It also gave us a direct way to establish whether the audience would respond to the entry offer.
We scaled email around that offer first. Once the approach had proved itself, we had a stronger basis for taking the same proposition into additional channels.
The order mattered. Audience and offer decisions shaped the campaign before paid media became part of the mix.
[ Expanding the Campaigns ]
Take the proven offer into LinkedIn, Google and partner campaigns
With outbound established, we expanded into paid campaigns across LinkedIn and Google to attract the same target audience.
Those campaigns built on the offer and digital journey already developed. The market definition, messaging and landing pages gave the paid activity a foundation to work from.
We also worked with Radius on joint campaigns involving other providers. These added a further route to reach prospects through partnerships, extending the campaign activity beyond Radius’s own outbound and paid channels.
[ Data and Analytics ]
We set up the data and analytics needed to track the digital activity around the campaigns and prospect journey.
This gave Radius a way to examine how people were arriving online and responding to the offer. It created a basis for reviewing campaign performance, identifying weak points in the journey and deciding where to focus further work.
Measurement became part of the growth system. As the campaign expanded across channels, the team had a digital tracking foundation to support those decisions.
[ Results ]
The work generated more than 300 qualified sales calls in nine months, resulting in €10 million in sales pipeline for Radius Technologies.
More opportunities for the sales team
The campaign brought qualified prospects into booked conversations, addressing the shortage of leads that had prompted the engagement.
A defined entry point into the business
Radius had an offer connecting cybersecurity and risk to a first conversation. That gave its broader service portfolio a clear commercial starting point.
Infrastructure to support outreach at scale
Prospect data, outreach tools, landing pages and analytics provided a system for generating demand beyond individual manual prospecting.
A tested basis for expanding into other channels
Outbound established the offer before it was taken into LinkedIn and Google paid campaigns. Joint provider campaigns added another route to market.
The €10 million figure represents sales pipeline generated. The commercial result was a larger pool of opportunities for the Radius team to progress and close, supported by the systems to continue generating new conversations.