Recotap

At Recotap, we are building the next generation AI-powered Account Based Marketing Software Platform that helps B2B Marketers run Targeted and Personalised Account Based Marketing campaigns, at scale.

Recotap is an Alumni of Techstars + SAP.iO Foundry Startup Accelerator Program.

Chief Executive Officer

Ignite ABM

Ignite ABM is your Go-to Consulting partner for crafting impactful Go-To-Market strategies. We specialize in leveraging the principles of Account-Based Marketing to drive industry-leading growth for your business.

Ignite ABM is a graduate project of Recotap’s TapNxt initiative.

Managing Consultant

AdNinja

AdNinja helps B2B marketing teams to scale their personalisation efforts and increase their ROAS. 

We are combing the power of automation with generative AI innovations such as GPT3 & DALL·E 2 to build a product that empowers the marketing community. 

AdNinja is a graduate project of Recotap’s TapNxt initiative.

Co-Founder

AppliedMACS Technology Solutions Pvt. Ltd.

Infosys Ltd

Sr. Project Manager

Hewlett-Packard

Associate Project Manager

Co-founder & CEO of Recotap. 📣 Account-based Marketing evangelist. 🎙️The ABM Voice Podcast host. 🚀 Startup Mentor. 🎯 Follow me for actionable Go-to-Market ideas. 📅 Book a time with me on officehours.com/arun

Building Recotap - a personalization-focused Account-based Marketing platform that helps Go-to-Market teams to collaborate and convert high-value Accounts to customers. We marry the power of data, personalization & orchestration to drive effectiveness and efficiency in marketing and sales efforts. 

Previously, I co-founded a for-profit social enterprise - MarketStreat - to facilitate direct market access to micro & small businesses owners using technology & digital interventions.

In my stints at corporate enterprises, I’ve worked extensively in identifying and delivering business values to my clients, including several Fortune 100 companies, in the Telecom, Banking and Service industry verticals. 

Happy to connect if any of the above is of interest area and could be of value to you.

Vegans don’t want Bacons 🥓 

#ABM #B2BMarketing #AccountBasedMarketing

Arun Gopalaswami ☸️

Do not get into ABM

With false expectations.

Listen to some industry myths Vladimir Blagojević helped quash

Link in comments 💬

PS - For bite-sized insights on B2B marketing and ABM, follow The ABM Voice Podcast 🎧

#abmpodcast #b2bmarketing #b2bpodcasts

This week, I talked to a few folks starting ABM for the first time 

Made an easy-to-implement ABM guide with 7 usable tactics, for today's newsletter

Experts, feel free to add pointers in the comments

Learners, shoot questions in comments or DM

#abmguide #b2bmarketing #accountbasedmarketing

An account-focused approach can help you at EVERY stage of your customer lifecycle Arguably, it’s a foolproof way to generate sales opportunities Let 

Open article: When to & When NOT to use ABM  by Arun Gopalaswami ☸️ • 2 min read

Arun Gopalaswami ☸️ on LinkedIn • 2 min read

The unending spiral of delegation, and the inevitable failure.

𝐄𝐩𝐢𝐬𝐨𝐝𝐞 41 - 𝐂𝐡𝐢𝐧𝐞𝐬𝐞 𝐖𝐡𝐢𝐬𝐩𝐞𝐫𝐬

For previous episodes, check out The Marketing Tales

#b2bcomic #abm #b2bmarketing

Episode 41 - Chinese Whispers

We held our latest ABM JAM last Friday.

The aim was to have a small group of select ABM practitioners learn from each other

And it definitely was insightful for everyone who attended

Vivek Sah started off on a brilliant ABM - Cricket analogy which remained a common theme throughout

From discussions on how SaaS has become “Service as a Software” to raising concerns on how ABM is being treated as a spam channel by some, we all clicked on “Leave Meeting” with alot to think about

I’ll share some of my takeaways from the jam in my following posts.

Meanwhile, DM if you’d like to be part of the next one.

Sanat Mohanty Debjit Sen Abhishek Ekbote Akash Jeejo Mampilly Gargi Nangalia Vignesh Sundar

How can ABM avoid being treated as a spam channel?

Dwindling attention-span as a result of the Internet age

All of us are familiar with this problem

But that doesn't mean you stop any and all forms of long-form content

Especially in B2B where details matter. ALOT

Listen to Sanjay Shah, Strategic Marketing For B2B Companies dispel the myth on long videos through his experience

Linking episode in comments. For more podcasts: The ABM Voice Podcast

#b2bmarketing #attentionspan #b2bvideos

An Ads Teardown

Defining the right ICP, targeting the right audience, setting the right budgets

All this effort can go down the drain

If your ad creative is subpar

The messaging must complement your distribution

Clunky messaging with great distribution will only lead to an underperforming campaign

I’ve dissected some ads that I chanced upon from a few popular brands

Have a look through what and what-not to do.

If you disagree with any point mentioned, would love to hear your point of view.

PS: I’ve talked about how to write copy for personalized ads before. Link in comments.

Your superiors can do your job better than you

Wish it was always the case.

𝐄𝐩𝐢𝐬𝐨𝐝𝐞 43 - 𝐓𝐨𝐨 𝐌𝐮𝐜𝐡 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐢𝐭𝐲 𝐒𝐩𝐨𝐢𝐥𝐬 𝐓𝐡𝐞 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧

For previous episodes, check out The Marketing Tales

#b2bcomic #b2bmarketing #comicbook

Episode 43 - Too much creativity spoils the campaign

Getting ABM buy-in is difficult where demand-gen has been the norm

Results take longer than usual B2B strategies

Listen to Tania Saez take us through what works for her, in convincing committees and teams.

Check The ABM Voice Podcast on YouTube for episodes with various ABM experts.

Linking the episode in comments.

Buzzo's confidence is immediately drained in this week's comic

𝐄𝐩𝐢𝐬𝐨𝐝𝐞 42 - 𝐑𝐞𝐟𝐞𝐫-𝐰𝐞𝐥𝐥𝐥𝐥𝐥

For previous episodes, check out The Marketing Tales

#b2bcomic #abm #b2bmarketing

Episode 42 - Refer-welllll

Ryan Gunn and I had an interesting talk about RevOps

In this clip, he talks about when a company should add RevOps along to its Marketing & Sales Functions, to bring about alignment between department.

You can find link  to the full episode in comments.

For more episodes, do check out The ABM Voice Podcast

#abm #theabmvoice #b2bpodcast

Revenue Marketing is crucial

If you agree, and want to nudge your marketing team in this direction, send this video to them

Or better yet, watch the whole podcast to know more about the topic

Daniel Zsolt Rényi has done a great breakdown of the same and we had an insightful discussion on S2:E15 of The ABM Voice Podcast

Posting link to episode in the comments.

#abm #theabmvoice #b2bpodcast

Metrics are the lifeblood of any marketing strategy.

They give you facts.

About what’s working and what’s not.

Whether your ABM was a success or not.

But not all metrics are created equal.

The key is to use metrics that are relevant to your specific ABM goals.

If your goal is to increase account engagement, metrics like website visits, content downloads, and webinar attendance are relevant.

If your goal is to accelerate the sales cycle,
you look at metrics like sales cycle length, deal size, and revenue.

Using relevant metrics helps you track what matters most to your business goals.

It eliminates the noise of irrelevant data.

ABM metrics can be divided into two main categories:

Account level metrics - To understand the behavior and engagement of individual accounts. 
They show how a specific account is interacting with your brand. This can inform your strategy for that specific account. 
Examples - account engagement rate, account influence, and pipeline velocity.

Program level metrics - To understand the overall performance of your ABM program. 
They give you a bird’s eye view of how your strategy is working across all accounts. 
Examples - total target account engagement, program ROI, and overall pipeline impact.

It’s important to track both the account and program levels.

This dual-level approach allows you to see both the forest and the trees, so to speak.

You can identify trends at the program level, and then drill down into individual accounts.

This helps you know the why behind those trends and exactly where to optimize.

For example, if your program-level metrics show a decrease in engagement,
you can look at your account-level metrics to identify which accounts are driving that decrease.

From there, you can develop targeted strategies to boost engagement with those accounts

And that’s how the right metrics help make data-driven decisions for optimization.

#b2bmarketing #gtmstrategy #accountbasedmarketing

Ad-value to your campaign

This past week we had 2 mini successes that were mind-blowingly fast by ABM standards

Case 1:

We saw on our platform that Company A was visiting us.

Technographic & firmographic checks showed they’re an ICP fit

Day 1 of personalized ads, and Company A booked a demo.

Also replied to our outreach with a note: “The ads are really cool.”

Total ad spend to book demo - $5.54

Case 2:

A partner of ours referred Recotap to Company B

We ran a personalized ad campaign for them. 

Within an hour, Company B booked a demo.

Total spend: $1

Would they have booked a demo if the ads weren’t run? Highly likely

But the pipeline acceleration is sure a great value-add right?

I think its the combination of the following factors that worked for us:

- Tracking & Denonymizing website visitors frequently helped us target right

- Acting on the insights immediately

- Personalized Messaging

- Having an established process that enabled fast personalization with minimal input

- Having a platform that enables all of the above.

What more proof do we need that ABM is the future of high-value B2B Sales?

Note: I can help you write success stories like this. Book a demo for Recotap

Well-performing KPIs mean nothing

If your ABM goals aren't aligned with the broader vision

In this week's newsletter you'll find some common instances where the misalignment is evident

Feel free to share your tips on goal setting in comments.

#abm #b2bnewsletter #b2bmarketing

How can misaligned ABM goals impact KPIs?

What are some effective ABM goal-setting tips?

After speaking with over 500+ B2B marketers about ABM plans (in the past 5 years) We’ve gained a deep understanding of how ABM planning is done And th

Open article: Align your ABM goals with company objectives by Arun Gopalaswami ☸️ • 2 min read

Align your ABM goals with company objectives

Demand-Gen vs ABM - How Scope of Work changes for Key Roles

While DG & ABM indeed complement each other, they still require customization in execution

Here's how the job objectives change for various roles

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐬𝐭

𝘋𝘎 - Because overall strategy is focused on quantity, demand gen strategies should revolve around decreases CPCs and CPLs. Number of relevant leads generated takes importance over quality of leads generated from a demand gen strategy.

𝘈𝘉𝘔 - The strategy focuses on creating personalized buyer journeys for each account. Strategy has to accommodate Sales-Marketing alignment. Account engagement scores takes the priority

𝐂𝐨𝐩𝐲𝐰𝐫𝐢𝐭𝐞𝐫/𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐖𝐫𝐢𝐭𝐞𝐫

𝘋𝘎 - The messaging is much more wide than narrow. Spanning across target industries in general and applying to a broader audience
𝘈𝘉𝘔 - To increase chances of grabbing attention, the messaging is much more deep than wide. Seeking to increase engagement rates on personalized content and quality of leads generated

𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡𝐞𝐫

𝘋𝘎 - The researcher would have to focus on quantity of market reports produced, trends identified and other such industry level information. Their insights will have to be more broad than nuanced and applicable across a spectrum of companies.

𝘈𝘉𝘔 - ABM researchers will focus on account level insights, with gathering information from multiple sources on the same company and developing a deep understanding of account’s pain points w.r.t the relevant use case. Depth of research and contribution to account selection and prioritization is measurable for this role.

𝐒𝐃𝐑:

𝘋𝘎 - SDR will primarily focus on qualifying a high number of leads from various sources.

𝘈𝘉𝘔 - The SDR’s objective in ABM shifts to targeting ICP accounts only, and nurturing relationships with the accounts through multiple channels with the help of marketing

Now if you’re just starting off with hiring for your new ABM division, you know which skills to look out for in your candidates.

Reco-Suggestion: A candidate who can bring out a balanced skillset to the table in a manner that they’re able to understand the general principles of ABM and demand gen, whilst also having the ability to dive deep into either role as required, will be best to start off for a Lean ABM programme.

Time to cut the nonsense of ABM 𝐯𝐬 Demand-Gen

The premise itself cannot lead to insightful discussion

In this week's newsletter I've talked about how ABM & Demand-Gen works together. 

Feel free to share this with somebody who needs some convincing on how its an AND game. 

#abm #accountbasedmarketing #abmanddemandgen

𝐃𝐨 𝐀𝐁𝐌 & 𝐃𝐞𝐦𝐚𝐧𝐝𝐆𝐞𝐧 𝐰𝐨𝐫𝐤 𝐰𝐞𝐥𝐥 𝐭𝐨𝐠𝐞𝐭𝐡𝐞𝐫? While they may seem like 2 radically different approaches.. While ABM focusses on

Open article: Can ABM & Demand-Gen work together? by Arun Gopalaswami ☸️ • 2 min read

B2B marketing has two more letters that are equally important

While crafting strategies to appeal to different roles according to your offering

Some of us forget that ultimately, we are still marketing to humans

Here's a newsletter that slightly touches on the emotional aspects of B2B marketing

#b2bmarketing #eqvsiq #abm

We hardly ever talk about how we made our prospects feel Because we are talking about CXOs, VPs, Directors and decision makers While they are all seri

Open article: We don't talk about this often (in B2B marketing) by Arun Gopalaswami ☸️ • 2 min read

We don't talk about this often (in B2B marketing)

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