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Tag: account based advertising

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:

  1. How to combine intent data inside Hubspot to power LinkedIn campaigns
  2. Use topics to contextualise messaging
  3. 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.”

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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.

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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.

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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.

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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.

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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.

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4 factors powering account based advertising today

Posted on September 26, 2018January 4, 2023 by Riaz Kanani

With account based advertising increasing its own reach into the UK and European markets, what is it? Why is adoption increasing?

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GDPR and Account based marketing

Posted on April 25, 2018January 4, 2023 by Riaz Kanani

GDPR is the new EU-wide regulation rolling out on 25th May 2018 but so much of the content available online is vague and difficult to understand. You can only collect and use personal information if you have done so according to one of several different options. Some are not available to companies, one, consent is black and white and requires explicit consent whilst another, legitimate interests means deciding yourself whether you have a suitable reason to be able to collect or use personal information.

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What role can account based advertising play in an ABM strategy?

Posted on February 19, 2018January 4, 2023 by Mike Weston

Which channels do you naturally think about when you’re crafting your Account Based Marketing strategy? Do you focus only on channels that can deliver personal messages on a one-to-one basis? Or do you broaden your palette to include the fast-growing opportunities of Account Based Advertising (ABA)?

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