What is Account Based Marketing (ABM)?

ABM is a growth strategy that has been around for years. It draws on the same techniques that underpin the best enterprise sales strategies.

In contrast to so much B2B marketing, which has focused on delivering high volumes of MQLs (Marketing Qualified Leads) to feed the sales funnel, ABM puts the prospect first. It creates ‘markets of one’.

The new ABM

Many of the business leaders we talk to already know something about ABM. Almost all are enthusiastic about it.

This should not be a surprise. After all, 84% of companies who use it, say ABM delivers higher ROI than any other type of marketing. But until now, ABM has been resource-intensive, so its value has been limited to just a very small number of accounts. Radiate B2B will deliver ABM strategies at scale.

Our forecast? Massive return on investment. We’ve seen examples of a 200% increase in conversions from well run ABM strategies.

How do I start?

It starts with finding answers to the right questions. Radiate B2B will work with you to answer:

“Which companies would I most like to do business with?”
“Who do I need to be in contact with at those companies?”
“What do I need to know about those people and those companies?”
“What should my communications plan be for each of those contacts?”

Answering these questions will put you in charge of the most high-performing marketing strategy your business has ever seen. And the results will show:

More – and bigger – contracts, and you’ll win them faster
Closer, more lucrative long-term relationships with your best customers
Get Marketing and Sales work together, in alignment, toward the same goals. Let Radiate B2B show you how to bring all this together.

Account Based Intelligence and Advertising

Which are the accounts you should be targeting using ABM? By understanding your target accounts, we can help you to design and target the right individuals before they come to you.

Account Based Marketing

You have attracted the attention of the right people in your accounts, but how do you engage them. What are the right approaches? We help you deliver best of class Account Based Marketing, whether that is creating the programme from scratch or iterating on a pre-existing programme.

Insight

Account Based Marketing can boost your lead conversion by 200%. What could you be doing better? Radiate B2B will help you optimise the journeys you take the different people on.

Marketing Automation

Make full use of your marketing automation platform, whether you are using Eloqua, Pardot, Marketo, Hubspot or IBM

Email Marketing

No B2B programme works without email marketing. Understand the best approach for your company, moving beyond best practice to be best in class.

Influencer and Content Marketing

Content Marketing has been critical to B2B marketing for a long time. We can help scale your content and help you put it in front of the right people to drive revenue.

Benefits of Account Based Marketing

Increased revenue and engagement.

80% of companies found Account Based Marketing approaches outperformed other strategies and 83% saw increased engagement with their accounts.

Increase revenue and engagement with Account Based Marketing

Increased retention and account expansion.

Your customers prefer Account Based Marketing approaches as it is much more personalised to them. We help you to implement an approach that will clearly show your customers you care about winning and retaining their account.

Increased sales and marketing alignment.

Your sales team is already using these techniques but it is often lost inside CRM platforms and done inefficiently. The requirement to work together to deliver target accounts, makes aligning sales and marketing teams easier.

About Radiate B2B

Radiate B2B helps businesses grow faster by unlocking the highest ROI strategies available to power their B2B marketing and sales teams.

Radiate B2B reunites the talents of Riaz Kanani and Mike Weston. Between them, they represent both the Marketing and Sales functions of the B2B organisations over their careers.

Riaz and Mike have worked closely together over the past 15 years bringing the world’s best marketing automation and data science consultancy to businesses in the UK and around the world, working with clients like HSBC, B&Q TradePoint, Sony, Shell, FedEx and UBS.

Whilst reflecting on B2B business today, they noticed that sales continues to use account based techniques and that it was now possible to do the same inside marketing at greater scale.