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.
We have spent the last decade building out inbound marketing programs and are huge advocates of this marketing strategy. We have also spent longer building account based marketing campaigns.
What excites us is the potential to expand those account based marketing campaigns across larger and larger numbers of accounts, whilst still maintaining the stronger connection that happens when an account based marketing campaign targets a single account.
Riaz Kanani, co-founder here at Radiate B2B, was featured on the Internet Marketing Podcast discussing account based marketing.
He spoke about:
- what account based marketing is and why it such a hot topic?
- scaling account based marketing and using inbound as an accelerator;
- aligning sales and marketing;
- he ended with his top tip for the audience.
If the player does not work, click here to also listen to the podcast.
Account Based Marketing (ABM) is nothing new — it has been talked about since the early nineties. So why has it become the hot topic in B2B marketing now?
Account Based Marketing is the idea that you selectively target the accounts you want to talk to rather than the best practice approach today of driving as many people as possible to your content/website and placing them in a funnel watching for them to show any signs of a buying signal. As soon as they do, they get fired across to the sales team.