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Let’s Talk Account Based Marketing

Posted on July 6, 2020July 6, 2020 by Riaz Kanani

At its core, Account Based Marketing is just great enterprise B2B marketing. But it is its ability to scale and still deliver that is seeing its rise.

I sat down with Declan Mulkeen over at Strategic IC to talk about the topic, its growth due to Covid-19 and why the majority of B2B marketers are adopting it.

We covered off:

The role of data in successful ABM programmes
Where Radiate B2B in your ABM tech stack
Hyper-personalisation and advertising
The importance of sales and marketing to Account Based Marketing

You can watch the video below – for a full transcript head over here. You can also see the full series here.

Podcast: Great Account Based Marketing Examples

Posted on June 19, 2020June 19, 2020 by Riaz Kanani

The past few months have seen focus on account based marketing increase thanks to its ability to focus spend and efforts on sectors that are not cutting back due to the coronavirus pandemic.

Dave Stephens from the Business Marketing Club sat down with myself, Riaz Kanani, Founder/CEO at Radiate B2B and Head of Business Marketing and CEX at O2, Zoe Hominick to discuss examples of account based marketing that we have seen.

B2B Sales and Marketing in the face of uncertainty

Posted on May 20, 2020May 20, 2020 by Riaz Kanani

Crises force change and innovation. This one is no different.

For years there have been slow moving digital transformation projects required cultural change in the business. Suddenly all those managers who said the change was impossible have had no choice but to scramble and make it happen.

Interview: Riaz Kanani on scaled abm

Posted on May 11, 2020May 11, 2020 by Riaz Kanani

I spend a lot of time looking at the potential of account based marketing and how it can help solve the challenges marketers face today and tomorrow.

The ability to scale account based marketing beyond targeting a small number of accounts is the driving force behind its accelerating adoption. Marketers are increasingly turning to account based marketing because it can transform the buying experience and drive more revenue faster.

Welcome Paul Bradbury!

Posted on April 30, 2020April 30, 2020 by Riaz Kanani

I am excited to announce that Paul Bradbury has joined Radiate B2B as our Chief Technology Officer. I have known Paul for over a decade now and have been wanting to bring him into the company for a few years now. The stars finally aligned, and it is good to welcome him on board!

Riding out turbulence: Using agile marketing to reach escape velocity

Posted on April 21, 2020April 30, 2020 by Riaz Kanani

Marketers are naturally feeling stressed by the lockdown. Entire plans, campaigns and messaging went out the window. Now is not the time for long term planning.

The environment is constantly changing and I have found that the agile marketing approach is well suited to today and the foreseeable future.

How working from home impacts account based advertising

Posted on April 3, 2020May 11, 2020 by Riaz Kanani

As the last few weeks have unfolded, marketers have had to react rapidly to a changing environment. Both channel and messaging has had to be changed in a short time.

I was speaking with a former managing consultant last night. She pointed out that two things often happen in times of crisis. First, a greater emphasis is placed on tactics and second, there is an openness to change and doing things differently.

Research is up across the Internet with browsing up 50% according to Vodafone. We have also seen an immediate change in consumption of our whitepapers, with our account based advertising whitepaper the top download these past few weeks.

BBC News WorkLife: Covid-19 and Startups

Posted on April 2, 2020April 2, 2020 by Riaz Kanani

When I look back to my Worklife spot on the BBC a few weeks ago, it feels like a different world. Back then we knew there were challenges coming and I discussed how this would impact on startups, people and investment. I’ve expanded on my thoughts below.

Founder discussing future of Technology in Relationship Marketing in March

Posted on February 21, 2020February 21, 2020 by Riaz Kanani

The inaugural Inbox Expo is coming to the Science Gallery, London on March 18-19 and Riaz Kanani, our Founder/CEO has been invited to discuss the future role of technology in relationship marketing alongside email marketing industry luminaries Dennis Dayman and Olga Adrianko.

Why B2B should embrace account-based advertising (ABA)

Posted on February 7, 2020February 6, 2020 by Riaz Kanani

People often tell me that they’re finding it trickier than ever to reach their preferred companies. Thanks to online content overload, it’s so easy to get lost in the noise these days. It can be disheartening to see campaigns you’ve spent lots of time and energy on underperform — especially when the same methods worked well in the past. But luckily, it doesn’t have to be this way.