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Matching tech to your ABM
maturity: Getting started, what’s
necessary – when
Riaz Kanani (@riazkanani)
Founder/CEO Radiate B2B [email protected]
@radiateb2b
radiateb2b.com
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Questions
Submit questions throughout
your presentation from your device.
Go to: glsr.live/ABM
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What are we seeing?
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ABM specific tech adoption
still early.
Traditional tools mostly in use.
ABM tech adoption
Source: B2B Marketing 2019
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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
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ABM adoption challenges
ABM tech is early… and
everyone is building the
best practice of tomorrow.
Source: B2B Marketing 2019
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Adopting ABM Technology
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ABM Tech across the Pipeline
CRM
Market
ing
Automat
ion
Dat
a
Measurem
ent
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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.
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Content overload
• Acquisition costs rising
• Improving the buyer
experience
• This content overload was
primarily happening early in
the pipeline
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ABM was niche for a reason
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Getting ready
• Alignment
• Definition: ICPs and Personas
• Data: clean, create and append
• Research
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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
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The ABM Challenge How are you starting with ABM?
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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
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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
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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
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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
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Most tools focus on quantity
Abm is about quality
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Then expand down the pipeline
• Advertising retargeting
• Site personalisation
• Orchestration of ABM campaigns
• Attribution modelling
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…and ongoing processes
• Account selection and
prioritisation
• Account research
• Data cleansing