Intent data: How to get in front of buyers earlier
Bruce and Riaz Kanani discuss Radiate B2B, an Intent data platform. They discuss the need for B2B marketers to use data in order to get in front of buyers earlier in the buyer journey, the tech stack used for different startups, and how Evolve can help businesses do more with Pipedrive.
- Riaz Kanani introduces RadiateB2B
- Riaz and Bruce Talk about Intent Data Platforms
- ABM has Changed Over the Years
- The ideal customer for Radiate B2B
- Radiate B2B in the Pipedrive space
- Using Intent Data to Reach Decision Makers Quickly
- Riaz's Story of founding Radiate B2B
- Riaz discusses his tech stack for RadiateB2B
- Riaz's Favorite RadiateB2B Use Case
- ABM Tips for Getting Started and Being a Pro
[00:34] Riaz Kanani introduces RadiateB2B
This podcast features Riaz Kanani, the CEO and founder of RadiateB2B, an Intent data platform designed for small to medium sized businesses. He's a self-confessed mix of marketeer, technologist and entrepreneur.
"He started an internet business in 1995 and he continues his journey with technology into 2023 as a tech mentor, conference speaker and CEO of RadiateB2B."
[01:44] Riaz and Bruce Talk about Intent Data Platforms
Riaz talks about his experience founding the Intent data platform RadiateB2B, the need for B2B marketers to change their strategies due to rising acquisition costs, and the importance of using data to get in front of buyers earlier.
"Today you have to be more sophisticated, you have to be cleverer in the way you do outbound selling."
[11:11] ABM has Changed Over the Years
ABM originally was focused on targeting a single logo, but has since expanded to include targeting of multiple companies or segments. Intent data is used to identify activity that would indicate interest in a company's services and products. Different intent data providers offer different data points, and it's important to understand where the data is coming from. Ownership should come from either a CRO or well-aligned sales and marketing team.
"Intent data then identifies the next step in the buyer journey, right the way through to close."
[20:47] The ideal customer for Radiate B2B
Riaz discusses using sales intelligence platforms to increase business efficiency. He recommends that businesses use the Radiate B2B platform if they have 3-5 salespeople and are selling to mid-size to large companies.
"The sweet spot is around about three to five salespeople, but we go right up to 100 salespeople sort of level."
[22:27] Radiate B2B in the Pipedrive space
Bruce and Riaz discuss Radiate B2B, a company that uses technology to bring sales synchronicity to CRM and intent data. They talk about the roadmap for Radiate B2B and how they can use technology to improve sales.
"Technology is allowing us to weave all these things together."
[23:43] Using Intent Data to Reach Decision Makers Quickly
Riaz discusses how using intent data helps marketers to reach out to decision makers quickly and effectively. He explains that knowing the location and company can help you narrow down your target persona and using intent data can help you reach out more quickly than usual. Additionally, he talks about how easy it is to integrate intent data into Pipedrive.
"Knowing the person on your website from a perspective of who you want to speak to, actually you probably can guess that because you can go and look for the four or five people who are in your target persona. You can see who the researchers are, who are likely to be on the site, and you can see who the senior decision makers are."
[32:02] Riaz's Story of founding Radiate B2B
Riaz talks about his sixth startup, Radiate B2B, and the motivation behind it. He discusses the increasing cost of acquiring opportunities and compares it to the Canadian oil sand industry, where they can only extract oil economically at a certain price.
"We knew that there was a lot of data out there, we knew it wasn't being used, and we knew we had quite a lot of scope from an acquisition cost standpoint to deliver value for our clients."
[35:08] Riaz discusses his tech stack for RadiateB2B
Riaz talks about the tech stack he has used for different startups, including RadiateB2B. He also discusses how important it is to have a partner in crime with him as he founded his businesses.
"I always say having a co-founder is like having another marriage in a way."
[36:59] Riaz's Favorite RadiateB2B Use Case
Riaz talks about his favorite use case for Radiate B2B, which is the ability to know when somebody is looking at a particular topic and how it can help with sales and marketing.
"We can tell you the right time, and we can directionally tell you where your messaging should be."
[40:00] ABM Tips for Getting Started and Being a Pro
Riaz gives tips on how to get started in ABM and how to be successful, focusing on understanding your ideal customer profile, targeting specific companies with advertising campaigns, and creating streams of emails and advertising tailored to the company's needs. He also requests better data quality tools within Pipedrive.
"The last thing you want to know is I want to know everybody in the world who is looking at, let's say you're a social media platform. The reality is that it will create so much noise that it's not much use to you."