As B2B marketers, we’re rapidly waking up to the power of Account Based Marketing (ABM) alongside our Inbound Marketing efforts. Our collective ABM kindling developed in response – in part – to the waning effectiveness of Inbound marketing. The cause of which is content shock, a term coined by Marketing Strategist Mark Shaefer, suggesting there is simply too much content chasing thought leader status in every industry.
With account based advertising increasing its own reach into the UK and European markets, what is it? Why is adoption increasing?
GDPR is the new EU-wide regulation rolling out on 25th May 2018 but so much of the content available online is vague and difficult to understand. You can only collect and use personal information if you have done so according to one of several different options. Some are not available to companies, one, consent is black and white and requires explicit consent whilst another, legitimate interests means deciding yourself whether you have a suitable reason to be able to collect or use personal information.
We have spent the last decade building out inbound marketing programs and are huge advocates of this marketing strategy. We have also spent longer building account based marketing campaigns.
What excites us is the potential to expand those account based marketing campaigns across larger and larger numbers of accounts, whilst still maintaining the stronger connection that happens when an account based marketing campaign targets a single account.
Riaz Kanani, co-founder here at Radiate B2B, was featured on the Internet Marketing Podcast discussing account based marketing.
He spoke about:
- what account based marketing is and why it such a hot topic?
- scaling account based marketing and using inbound as an accelerator;
- aligning sales and marketing;
- he ended with his top tip for the audience.
If the player does not work, click here to also listen to the podcast.
Recently my friends at La Fosse Associates (a specialist recruitment firm) invited me to their offices to talk a little about marketing automation and how understanding and use of data is driving the future of B2B marketing. They were kind enough to record and publish the interview – which you can view below.
Which channels do you naturally think about when you’re crafting your Account Based Marketing strategy? Do you focus only on channels that can deliver personal messages on a one-to-one basis? Or do you broaden your palette to include the fast-growing opportunities of Account Based Advertising (ABA)?
Late last year, I wrote an article on Econsultancy looking at whether Inbound Marketing and Account Based Marketing were diverging marketing strategies. For most companies they are actually best of friends and we believe that it is even possible to repurpose the work you have done implementing Inbound Marketing to accelerate your Account Based Marketing programmes.
We have written a whitepaper detailing our experiences doing just that.
Organising for growth is an evergreen topic in business discussions. Scarcely a day goes by without some reference to how best to make growth possible, or to increase the pace of expansion with businesses we speak to.
It must have been a challenging week this week for bosses at the big social media companies. As The Economist were preparing their cover story, ‘How to tame the tech titans‘, the US Senate Committee on Commerce, Science and Transportation convened a hearing titled “Terrorism and Social Media: #IsBigTechDoingEnough?” to “…examine the steps social media platforms are taking to combat the spread of extremist propaganda over the Internet.”
The BBC asked Radiate B2B co-founder Mike Weston to join the BBC Business Briefing and discuss the impact on social media in the future. If you’re in the UK, you can view the interview over the next four weeks on BBC iPlayer here.