Account Based Marketing Archives - Radiate B2B

Why use intent data?

Posted on January 30, 2023January 24, 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.

1. Identifying prospects

Intent data can help you identify the right prospects at the right time. Knowing your ideal customer profile helps you know which companies might be interested in your solution at some point in time. Intent data narrows this list to those companies which are paying attention to topics relating to your solution today. This can help you focus your efforts on the most promising leads, rather than wasting time and resources on less-qualified prospects.

2. Understanding the buyer journey

Intent data can help you understand the buying journey of a prospect. By identifying the topics being researched, you can understand whether they are early in their journey and trying to identify how to solve a challenge, or are further along their journey and have identified what they need to solve a solution. This can help you tailor your messaging and positioning to better align with their needs and concerns, which can increase your conversion rate.

3. Accelerate Account-based marketing (ABM) programmes

Account Based Marketing (ABM) programmes require increased investment in targeted accounts. However, investing too much time and money too early leads to wasted effort and budget.

Using intent data to understand the level of intent and where they are intheir buying journey means you can trigger investment in an account. This reduces waste and means that investment happens when it is needed.

4. Identifying new opportunities

Intent data can show you which industries are spending time on particular topics. This can provide insight into accelerating growth in new industries and emerging trends and new opportunities that you may have missed. This can help you stay ahead of the curve and win new opportunities before your competitors do.

5. Identifying and reducing churn

Intent data can help you to reduce customer churn by highlighting which customers are spending time researching topics relating to your solution. This in turn allows your customer success team to prioritise their time, spending more time on customers who may potentially churn.

In conclusion, intent data is a powerful tool that can help B2B companies improve their sales and marketing efforts. By understanding the intent of potential prospects, you can better target your messaging and increase the effectiveness of your campaigns.

By using intent data, you can identify the right prospects at the right time, understand the buying journey, improve your ABM efforts, identify new opportunities and reduce churn.

How well do you know your Data?

Posted on August 24, 2021August 17, 2021 by Riaz Kanani

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.

The Impact of ABM Advertising

Posted on August 13, 2021August 12, 2021 by Ellie Shand

Thanks to Mike Maynard at Napier Marketing for inviting our CEO, Riaz Kanani onto their podcast.

Riaz & Mike spoke on:

The impact ABM advertising has had on campaigns
Successfully building an ABM programme
The value of intent data

As well as the journey to setting up Radiate B2B.

Check it out here on Apple.

Is there a proven way to land your dream clients?

Posted on August 4, 2021August 4, 2021 by Ellie Shand

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:

The Power of Relationships
How you get your clients down the pipeline to trusting you.
How ABM implementation is able to achieve this trust.

To listen to the Tech Brain Talk Podcast click here.

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.

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.