We have been delivering company targeted B2B advertising (or account based advertising) for over 5 years now across the Internet and on LinkedIn.
While demand continues to increase each year – it is the creativity associated with these campaigns that have seen a marked change over that period.
The changing buyer. The increasing number of stakeholders. The Covid-19 pandemic. All have served to transform the sales environment. Buyers are increasingly digital natives and less responsive to cold contact. Today, they also spend much less time with sales in the buying process. This page keeps track of all the sales statistics to help you understand the current environment.
We continuously update this page so check back for the latest updates.
(Last updated: June 2022).
Our next LinkedIn Live event is… well… live on Monday 23rd May at 12.30pm. Given the huge number of requests after the last session, we have focused on outbound sales.
Specificially how outbound sales is evolving to respond to both a changing buyer demographic and a changing environment.
The sales and marketing environment looks very different today to three or four years ago.
Enterprise buyers are 57% of the way through the buying cycle before contacting a vendor with only 19% spent with all vendors combined.
Gartner
This combined with more stakeholders to nurture across more channels means change is a must. In turn, this has created an even greater need for more sales and marketing alignment. It has become a key topic as a result.
Creating joined up buying experiences that deliver in advance of first contact and right through to renewal increases and accelerates pipeline all while reducing churn.
Join us on 31st March at 11.30am BST to hear more on addressing sales and marketing alignment today. Attend here.
One of the biggest inputs in my planning is what I think is changing/more prevalent in upcoming years. The trends that are going to accelerate and change the industry we know.
I thought some of you would like to see my notes specific to B2B Sales and Marketing for 2022 and beyond.
Modern marketing programmes are built on data...But how well do you know your data?
Knowing which data you need – and more importantly when to invest in it is critical to sales and marketing today. Investing too early can mean that it is stale by the time you need it – investing too late and it will sit there unused.
Understanding your data is key and here are 3 questions you should be asking yourself about your data.
There has always been a certain learning curve to implementing account based marketing. We typically work closely with our clients implementing it as a result.
The journey takes one of two routes – either targeting a small group of known accounts or a much larger group of unknown ones. Either makes sense depending on your marketing goals.
The next step always seems to happen though: the way marketers think about their market. The increased insight that comes from delivering an ABM programme leads to insight across campaigns and an increased understanding of the different segments.
Thanks to Mike Maynard at Napier Marketing for inviting our CEO, Riaz Kanani onto their podcast.
Riaz & Mike spoke on:
As well as the journey to setting up Radiate B2B.
Check it out here on Apple.
Prospects aren’t just companies, they’re people.
Radiate B2B founder Riaz Kanani sat down with Flavilla Fongang on her Tech Brain Talk Podcast to discuss how this is possible and what approaches are needed to land these types of clients.
He discusses:
To listen to the Tech Brain Talk Podcast click here.
Account Based Marketing, or ABM, continues to be adopted by companies seeking to gain a step change in their marketing efforts.
But it is not for everyone. It remains a strategy for B2B companies selling to enterprise. Last week, I sat down with James Rostance, Presenter of The 414 and the UK’s No.1 B2B Marketing podcast to discuss the state of play for ABM in 2021.
