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ABM tech builds on top of existing tech. Often manually to start with before adopting ABM specific tech which can scale and automate.
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.
Where do you start?
Radiate B2B - Getting started with ABM technology platforms
Matching tech to your ABM
maturity: Getting started, what’s
necessary – when
Riaz Kanani (@riazkanani)
Founder/CEO Radiate B2B
Submit questions throughout
your presentation from your device.
Go to: glsr.live/ABM
ABM Tech across the Pipeline
• 20 years in marketing technology and
• Operations, Product and
• 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
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
• Acquisition costs rising
• Improving the buyer
• This content overload was
primarily happening early in
• Definition: ICPs and Personas
• Data: clean, create and append
• 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
How are you starting with ABM?
Small number of accounts
• Focus on mid-late stage of
• Small number of accounts are
high risk vs the effort at top of
• 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
• Challenge to identify correct
• Increased opportunity for breakout
successPilot timeframes are important and impact on tech decisions
Focus on clear objectives for each
piece of technology
Tie in with sales, social selling, direct mail
• 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
Increases engagement across other
Identifies prospects earlier
• Found advertising was an early
indicator of entering the buyer
• Understand quality of data for
• How is the data being collected?
• Website visitor behaviour
Most tools focus on
Abm is about quality
Then expand down the
• Advertising retargeting
• Site personalisation
• Orchestration of ABM campaigns
• Attribution modelling
• Account selection and
• Account research
• Data cleansing