Riaz Kanani, CEO/Founder Radiate B2B

Is ABM just Demand Generation?

Posted on August 17, 2021March 22, 2023 by Riaz Kanani

Understanding the differences

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.

The 414: Should you be embracing or avoiding Account Based Marketing?

Posted on February 1, 2021January 4, 2023 by Riaz Kanani

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.

ThinkHuman: Emotional Intelligence

Posted on January 28, 2021January 4, 2023 by Riaz Kanani

The phrase Emotional Intelligence (EQ) first appeared back in 1964. But it was Daniel Goleman who made the phrase famous when he released his book Emotional Intelligence in 1995.

Goleman says that emotional intelligence was as important as IQ for success. This included the academic, professional, social, and interpersonal parts of life.

At work today, it is especially important. At Radiate B2B, we regularly discuss alignment between sales and marketing. It is one of the key foundations of a successful account based marketing programme. I would argue that sales and marketing leadership today need to have a high EQ to succeed.

ThinkHuman: Group Dynamics

Posted on January 6, 2021January 4, 2023 by Riaz Kanani

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.

ThinkHuman: Becoming the Influencer

Posted on December 3, 2020January 4, 2023 by Riaz Kanani

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.

Launching ThinkHuman: Storytelling

Posted on November 26, 2020January 4, 2023 by Riaz Kanani

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.

Let’s Talk Account Based Marketing

Posted on July 6, 2020January 4, 2023 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, 2020January 4, 2023 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, 2020January 4, 2023 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, 2020January 4, 2023 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.