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.

By default, account based marketing places the prospect at the centre of a marketer’s thinking. As a result, it delivers a significantly improved buying experience, which increases the likelihood of a contract closing.

It is this that drew me to building Radiate B2B and why we exist today.

When I sat down with Nishant Agarwal, CSO of UnboundB2B to discuss account based marketing, the rise of Covid-19 was just starting. Since then, marketers have altered their messaging and adjusted their target markets (or ideal customer profiles) to respond to a rapidly changing environment.

This has increased adoption of account based advertising. It is made for this situation, despite everyone working from home. Marketers can very quickly adjust the targeting to a different set of companies with different messaging. The advertising raises awareness within new prospects or identifies which companies are in market for the type of solution you offer.

I discuss why we are seeing increased adoption; my thoughts on its future; why we started Radiate B2B; and even my go to marketing platforms and more in the interview below.