Matching tech to your ABM maturity - B2B...

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

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What are we seeing?

ABM specific tech adoption

still early.

Traditional tools mostly in use.

ABM tech adoption

Source: B2B Marketing 2019

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

ABM adoption challenges

ABM tech is early… and

everyone is building the

best practice of tomorrow.

Source: B2B Marketing 2019

Adopting ABM Technology

ABM Tech across the Pipeline

CRM

Market

ing

Automat

ion

Dat

a

Measurem

ent

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.

Content overload

• Acquisition costs rising

• Improving the buyer

experience

• This content overload was

primarily happening early in

the pipeline

ABM was niche for a reason

Getting ready

• Alignment

• Definition: ICPs and Personas

• Data: clean, create and append

• Research

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

The ABM Challenge How are you starting with ABM?

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

success Pilot timeframes are important and impact on tech decisions

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

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

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

Most tools focus on quantity

Abm is about quality

Then expand down the pipeline

• Advertising retargeting

• Site personalisation

• Orchestration of ABM campaigns

• Attribution modelling

…and ongoing processes

• Account selection and

prioritisation

• Account research

• Data cleansing

Riaz Kanani

Founder/CEO Radiate B2B

@riazkanani riaz@radiateb2b.com

@radiateb2b

radiateb2b.com