Podcast • Aug 29, 2022

Delivering the Right Message at the Right Time via the Right Channels, with Riaz Kanani

We all know the ‘three rights’ mantra. To successfully reach your customers, you need to deliver the right message, at the right time, via the right channels.

Riaz Kanani

CEO & Founder of Radiate B2B

David Rowlands

Head of Content at B2B Marketing

Key Points

[01:17]	The current state and the shortcomings of account-based marketing: on intent data for recognising new opportunities and PPC
[03:28]	Buying group marketing as the next evolution step of account-based marketing for defining and targeting specific personas
[07:17]	Establishing the right buying groups and the right personas within them: communication and research
[08:13]	On producing relevant personalized content at scale
[11:21]	On choosing the right channels for each individual: why you should start from the popular channels and narrow them down over time as your relationships progress
[13:00]	On the danger of disconnected revenue teams in hyper targeted marketing
[15:28]	Should marketing and sales have different metrics or should they share the same objectives?
[17:49]	The expected results of group buying marketing in terms of ROI, pipeline generation, conversion to demos, contracts’ value, and more.
[19:32]	Are there any distinct differences between ABM and group buying marketing?
[20:13]	In conclusion: how to group buying marketing so that you don’t waste effort and money.

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