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

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What are we seeing?

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

ABM tech maturity Half of companies at early stages of using ABM tech. But biggest group still at the beginning of their journey. 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 Measurem Dat ing ent a Automat ion

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

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

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

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

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

Most tools focus on Abm is about quality quantity

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