Harnessing Intent Data: How to Drive Effective B2B Campaigns – Riaz Kanani – Radiate B2B

Riaz Kanani, CEO and founder of Radiate B2B returns to the podcast to discuss the evolving landscape of B2B marketing. Mike and Riaz explore the shift in buyer behaviour, the rise of account-based marketing (ABM), and the importance of intent data in driving effective campaigns.

Riaz shares insights on common mistakes in ABM strategies and highlights the role of AI in shaping the future of marketing.

About Radiate B2B

Radiate B2B is a B2B advertising and intent data platform that helps companies reach their prospects at the right time, in the right place and with the right message. Radiate B2B has been nominated for Emerging Martech Vendor and UK Martech vendor of the year by B2B Marketing.

About Riaz Kanani

Riaz is the founder and CEO of Radiate B2B. Riaz has a history of building and scaling successful businesses and has been nominated for Entrepreneur of the Year multiple times. He is listed as a Top 25 global account based marketing thought leader by B2B Marketing and one of the Top Asian Stars in UK Tech by Diversity UK.

He built one of the world’s largest video advertising networks and after exiting to Silverpop, scaled their presence internationally. Silverpop helped to set out the best practice for B2B marketing a decade ago and was a leader in B2B marketing automation and content marketing before exiting to IBM to create its marketing cloud platform.

He has sat on the DMA email marketing council helping to set best practice for the email marketing industry, judge its awards and help shape data privacy and the use of data in the UK and Europe. He regularly writes and speaks on the BBC and elsewhere on the intersection between marketing, business and technology, its best practice and future trends.

Time Stamps

00:00:18 - Guest Introduction: Riaz Kanani
00:01:50 - The Shift in B2B Buyer Behavior
00:03:09 - Evolution of Account-Based Marketing (ABM)
00:06:34 - Common Mistakes in ABM Campaigns
00:09:07 - The Role of Intent Data in Marketing
00:15:22 - Customer Success Stories with Radiate B2B
00:19:20 - Using Radiate B2B for Internal Marketing
00:20:42 - Future of MarTech and AI Integration
00:23:00 - Final Thoughts on ABM and Marketing Trends
00:23:19 - Best Marketing Advice Received
00:24:16 - Advice for Aspiring Marketers
00:25:23 - Conclusion and Invitation for Future Discussions

Quotes

"By the time they reach your website to convert, 70-80% of those companies have already shortlisted who they want to buy from." Riaz Kanani, CEO and Founder at Radiate B2B.

"If you don't have a level of insight which tells you whether they're coming into market or they're in market, then there's a very high likelihood that project is going to fail." Riaz Kanani, CEO and Founder at Radiate B2B.

"Intent data is merely a signal that attention is being given to a particular problem or area." Riaz Kanani, CEO and Founder at Radiate B2B.

Follow Riaz:

Riaz Kanani on LinkedIn: https://www.linkedin.com/in/riazkanani/ 

Radiate B2B website: https://radiateb2b.com/

Radiate B2B on LinkedIn: https://www.linkedin.com/company/radiateb2b/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

 

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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547