account based advertising Archives - 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?

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.”

How creative is your advertising?

Posted on July 20, 2022January 4, 2023 by Riaz Kanani

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.

Riding out turbulence: Using agile marketing to reach escape velocity

Posted on April 21, 2020January 4, 2023 by Riaz Kanani

Marketers are naturally feeling stressed by the lockdown. Entire plans, campaigns and messaging went out the window. Now is not the time for long term planning.

The environment is constantly changing and I have found that the agile marketing approach is well suited to today and the foreseeable future.

Why B2B should embrace account-based advertising (ABA)

Posted on February 7, 2020January 4, 2023 by Riaz Kanani

People often tell me that they’re finding it trickier than ever to reach their preferred companies. Thanks to online content overload, it’s so easy to get lost in the noise these days. It can be disheartening to see campaigns you’ve spent lots of time and energy on underperform — especially when the same methods worked well in the past. But luckily, it doesn’t have to be this way.

ABM Strategies: Which route should you take?

Posted on January 9, 2020January 4, 2023 by Riaz Kanani

Account-based marketing (ABM) can bring you higher returns. But how do you get started? Riaz Kanani, CEO Radiate B2B, takes us through the three ABM strategies you really need to know.

Notes from matching your technology to your ABM maturity: getting started, what’s necessary… when

Posted on November 6, 2019January 4, 2023 by Riaz Kanani

Yesterday was B2B Marketing’s annual ABM conference here in London, UK. An annual gathering of over 500 B2B marketers discussing account based marketing (ABM). I presented on getting started with abm technology platforms. There is always plenty of healthy debate on the topic not least because of how broad account based marketing is.

That leads to plenty of opinions that are built on top of different foundations.