SlideShare a Scribd company logo
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
Questions
Submit questions throughout
your presentation from your device.
Go to: glsr.live/ABM
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 Marketing
Automation
Data Measurement
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
successPilot 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

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Radiate B2B - Getting started with ABM technology platforms

  • 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
  • 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

Editor's Notes

  1. ABM tech builds on top of existing tech. Often manually to start with before adopting ABM specific tech which can scale and automate.
  2. Instead I am going to tell you my journey over the past 4 years working with clients on a new way to do abm and hopefully along the way I’ll answer the same questions I mapped out for this session. At the very least you can learn from my mistakes.
  3. Where do you start?