Matching technology to your account based marketing maturity: Getting started, what's necessary - when

1. Matching tech to your ABM
maturity: Getting started, what’s
necessary – when
Riaz Kanani (@riazkanani)
Founder/CEO Radiate B2B
riaz@radiateb2b.com
@radiateb2b
radiateb2b.com

2. Questions
Submit questions throughout
your presentation from your device.
Go to: glsr.live/ABM

3. What are we seeing?

4. ABM specific tech adoption
still early.
Traditional tools mostly in use.
ABM tech
adoption
Source: B2B Marketing 2019

5. Half of companies at early
stages of using ABM tech.
But biggest group still at
the beginning of their
journey.
ABM tech
maturity
Source: B2B Marketing 2019

6. ABM adoption
challenges
ABM tech is early… and
everyone is building the
best practice of tomorrow.
Source: B2B Marketing 2019

7. Adopting ABM Technology

8. ABM Tech across the Pipeline
CRM Marketing
Automation
Data Measurement

9. Riaz Kanani
Founder, CEO
• 20 years in marketing technology and
services
• Operations, Product and
Marketing Geek
• Built one of world’s largest
video advertising platforms
• Exited that business to Silverpop
(became IBM’s marketing cloud)
• Worked with FedEx, Microsoft, IBM and
Sony
Full-service sales and marketing platform
• company ad targeting
• ad retargeting
• anonymous company identification
on your website
• account prioritisation
Focused on scaling all ABM strategies for
mid-market tech and manufacturing
companies.

10. Content overload
• Acquisition costs rising
• Improving the buyer
experience
• This content overload was
primarily happening early in
the pipeline

11. ABM was niche for a reason

12. Getting ready
• Alignment
• Definition: ICPs and Personas
• Data: clean, create and append
• Research

13. Garbage in…
…Garbage out
• Beware data quality
• CRM data
• Low quality data can mean:
• Missed visits
• Invalid targeting
• Invalid personalisation
• What level of data quality do you
need at each stage

14. The ABM
Challenge
How are you starting with ABM?

15. Which approach?
Small number of accounts
• Focus on mid-late stage of
pipeline
• Small number of accounts are
high risk vs the effort at top of
funnel
• Limited benefit the further down
the pipeline you go for most.
Building an ABM led pipeline
• Focus on early part of the pipeline
• More accounts, more chance of
success
• Challenge to identify correct
accounts
• Increased opportunity for breakout
successPilot timeframes are important and impact on tech decisions

16. First steps
Focus on clear objectives for each
piece of technology
CRM Marketing
Automation
Tie in with sales, social selling, direct mail
etc
and/or

17. Account based
advertising
• Proactively reach clients you want
to talk to or are already talking to.
• Select the types of people at the
account you want to target with
messaging across the Internet
• It is not retargeting
Accelerates conversations
Increases engagement across other
channels
Identifies prospects earlier

18. Intent
(Identifying
which
accounts to
focus on)
• Found advertising was an early
indicator of entering the buyer
phase.
• Understand quality of data for
intent data.
• How is the data being collected?
• Website visitor behaviour

19. Most tools focus on
quantity
Abm is about quality

20. Then expand down the
pipeline
• Advertising retargeting
• Site personalisation
• Orchestration of ABM campaigns
• Attribution modelling

21. …and ongoing
processes
• Account selection and
prioritisation
• Account research
• Data cleansing

22. Riaz Kanani
Founder/CEO Radiate B2B
@riazkanani
riaz@radiateb2b.com
@radiateb2b
radiateb2b.com