Tag: account based marketing

The Ultimate Guide to Account Based Advertising/Company Targeted Advertising

Account based advertising aka company targeted 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.
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November 9, 2023
How do you target B2B advertising?

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.
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May 20, 2023
Why use intent data?

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.
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January 30, 2023
ThinkHuman: Maximising intent data with marketing
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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January 10, 2023
Can marketing really become sales? What of ABX, LinkedIn and cookies?

One of the biggest inputs in my planning is what I think is changing/more prevalent in upcoming years. The trends that are going to accelerate and change the industry we know.

I thought some of you would like to see my notes specific to B2B Sales and Marketing for 2022 and beyond.
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December 9, 2021
How well do you know your Data?

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.
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August 24, 2021
Is ABM just Demand Generation?

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.
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August 17, 2021
The Impact of ABM Advertising
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.
August 13, 2021
Is there a proven way to land your dream clients?
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:
1. The Power of Relationships
2. How you get your clients down the pipeline to trusting you.
3. How ABM implementation is able to achieve this trust.
To listen to the Tech Brain Talk Podcast click here.
August 4, 2021
The 414: Should you be embracing or avoiding Account Based Marketing?

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 enterprises. 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.
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February 1, 2021