When we started to pull this series together, we wanted to understand the individual. Specifically, how people consume, engage and buy from companies. The foundations that underpin marketing best practice. And yet, put a group of people together and suddenly the dynamics change.
Today, it is difficult to stand out due to amount of noise in the market. Becoming a leader in your particular niche, whether that is on behalf of a company or as an individual, is critical to building success and creating influence.
This week we are launching Think Human. It seeks to guide you across multiple episodes on a series of different aspects of psychology and marketing you can adapt to suit the world we are in today.
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
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.
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.
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.
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!
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.
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.