Riaz Kanani, CEO/Founder Radiate B2B

What is Account Based Advertising? Why now?

Posted on November 9, 2023November 9, 2023 by Riaz Kanani

Account based advertising allows a marketer to place advertising in front of a specific company on any website that takes advertising – be it the Financial Times, ESPN, HR magazine or in their LinkedIn newsfeed.

A useful ability for any B2B marketer.

This is increasingly required today, as ensuring key accounts are aware of you in a world swamped with content marketing means that standing out is harder. Account based advertising makes you more likely to be considered at the earliest stages when a prospect is trying to solve a problem.

What makes a great LinkedIn advert

Posted on June 15, 2023November 8, 2023 by Riaz Kanani

LinkedIn Advertising offers advertisers both brand and performance led advertising opportunities. But what does it take to make a great LinkedIn advert?

How do you target B2B advertising?

Posted on May 20, 2023November 8, 2023 by Riaz Kanani

Today, B2B advertising offers many approaches to reaching your target audience. While it has traditionally been much easier for B2C companies (companies that sell to individuals) to target their ideal target audiences, it has been much harder for B2B companies (businesses that sell to other businesses) with a defined customer base to reach their target audience precisely.

B2B companies have niches that are smaller than entire industries and/or company sizes. Their ideal customer profiles are made up of many attributes including industry, company size, current performance, technographics and more.

Today, though it is possible to reach smaller niches and not waste media budget.

How do you use intent data?

Posted on February 28, 2023November 30, 2023 by Riaz Kanani

Using intent data for B2B sales and marketing efforts allows you to identify potential customers earlier. But how can you maximise use of intent data?

Why use intent data?

Posted on January 30, 2023November 9, 2023 by Riaz Kanani

Intent data is a powerful tool for B2B sales and marketing efforts, providing valuable insights into potential prospects’ interests. Marketers can use the data to create more effective and targeted marketing campaigns, and increasing conversion metrics. Sales can use the data to prioritise outreach, contextualise messaging and increase meeting generation. Customer Success can use the data to identify churn within customers.

Here are 5 key reasons why you should consider using intent data for your B2B sales and marketing efforts.

How do you find intent data?

Posted on January 23, 2023November 30, 2023 by Riaz Kanani

Intent data helps B2B sales and marketing professionals understand who within their target audience are showing behaviour that suggests an interest in a particular area or topic. This may include people researching or interested to buy and everything in between. But how do you find intent data?

Intent Data can be sourced from intent data platforms, like Radiate B2B, web analytics tools, hiring, community review websites, event attendance, social media monitoring, surveys, customer feedback, and more.

What is the dark funnel?

Posted on January 17, 2023January 9, 2023 by Riaz Kanani

At its simplest the dark funnel is just word of mouth – where people share their knowledge, experiences or recommendations about a product or service with others.

It can be both positive and negative and is often invisible to tracking by sales and marketing teams. Yet sales opportunities that enter the pipeline because of word of mouth tend to close more often and faster. This is not surprising as conversations start on a stronger footing due to the recommendation coming from a trusted source.

So why the rise of a new term?

ThinkHuman: Maximising intent data with marketing

Posted on January 10, 2023January 4, 2023 by Riaz Kanani

Did you know you can double the performance of your advertising campaigns by using intent data with marketing?

I sat down with Karla Rivershaw, head of field and partner marketing at Infogrid, who has been using Bombora intent data (which is part of the Radiate B2B platform) since 2020.

We discussed:

How to combine intent data inside Hubspot to power LinkedIn campaigns
Use topics to contextualise messaging
Work with sales to notify (via Slack) and design email sequences.

From Karla: “Definitely, what I can say with absolute certainty is that introducing intent data really helps to initially open those doors with these people and just make sure that you’re landing the right message.”

Maximising B2B Intent Data for Lead Generation

Posted on January 3, 2023January 5, 2023 by Riaz Kanani

Intent data is now a critical tool in the armoury for sales teams when generating leads. All business-to-business (B2B) companies are constantly seeking new ways to generate high-quality leads and drive revenue growth. Intent data does exactly this.

At any particular time, 5% of companies are in market and buying. Identifying companies who are in market in normal times is a challenge. But in uncertain economic times, generating leads becomes even harder.