b2b programmatic 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.

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.

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)?