account based marketing Archives - Radiate B2B

How do you target B2B advertising?

Posted on May 20, 2023May 20, 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.

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.

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.”

Can marketing really become sales? What of ABX, LinkedIn and cookies?

Posted on December 9, 2021January 4, 2023 by Riaz Kanani

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.

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.

Is ABM just Demand Generation?

Posted on August 17, 2021March 22, 2023 by Riaz Kanani

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.

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.