Sales and Marketing both have become an integral and imperative part of all the businesses. And if you are involved in B2B sales and marketing then the term Account Based Marketing (ABM) won’t be a fresh term in your vocabulary.
You must be aware and somewhere or the other implementing the ABM strategies to get a clear target at the most valuable account leads with a greater amount of precision. However, the marketing aspect has come up and has become at par that can very effectively enhance the concept of ABM. Customers now have become more and more comfortable with the personalized engagement and the further advent of the newer technologies namely AI the targeting of specific accounts and selling to them has been more effective than ever before. Hence the concept of account based marketing has gained momentum and have sprung up to meet the B2B marketing and sales need.
Introducing Salesforce Einstein Account-Based Marketing
The all new Salesforce Einstein ABM is a complete end-to-end solution that reduces the proximity between the existing and new capabilities of Salesforce to empower the B2B enterprises to seamlessly bridge the gap between marketing and sales throughout a particular account’s customer’s journey. Making use of the new technologies like artificial intelligence the companies can now prioritize the highest quality pipeline and then engage the prospects with relevant and personalized content at the most appropriate time thereby raising the chances of closing a deal and closing it faster.
Elevate Your ABM With Einstein
Einstein ABM is a complete account based marketing solution powered by Artificial Intelligence and build on the most robust and #1 CRM platform.
Why Einstein ABM?
- 1. ABM Supercharged With Intelligence – It gives you the provision to apply the artificial intelligence concept to the traditional ABM thereby allowing more personalized interactions with each and every vital account.
- 2. Einstein ABM Built On Top CRM Platform – You can also make the sales cloud your super intelligent ABM dashboard. It will bring together the sales and marketing on the world’s smartest CRM platform.
- 3. One seamless solution – It gives you the full leverage to keep all your essential sales, marketing, and service data in one single place using an entirely integrated platform.
Einstein ABM Helps Enables The Following:
Einstein ABM helps the organizations to do the following:
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Point Out The Right Accounts:
The Einstein lead scoring helps in automatic identification of the accounts that have a high probability of conversion based on various factors like past preferences, relationship history, follow-ups, purchases, etc. The Advertising Studio gives the marketers the provision to advertise the new prospects by identifying the audiences who share a similar kind of profile. These accounts are identified intelligently based on their online behavior that are pre-existing in the CRM.
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Enhance Account Engagement:
Next we talk about the Engagement Studio, it is a lead nurturing solution that helps the marketers and sales representatives to be on the same page and send them personalized emails which will be totally based on the real-time activities of the buyer. These real time scenarios may include a relevant piece of content in which a lead was interested or other significant action, etc. Simultaneously Einstein Opportunity Insights work to figure out the sentiments of the customers takes into consideration the competitors involved and carries out the overall lead engagement to ensure how the deals are progressing.
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Bringing Sales And Marketing In Sync:
Einstein Account Insights aids the sales representatives to remain updated with the latest prospect news, financial and M&A activities to help finalize the engagement strategies. The sales reps can leverage Salesforce Engage to give the marketing content personalized touch and reach out to the leads within the accounts at the most appropriate moment. The sales people can at the same time take total advantage of the interactive dashboards to figure out the effectiveness of the content sent via gauging click through rates and also learn when it is exactly opened.
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Helping In Measuring, Optimizing And Modifying Campaigns:
With the availability of B2B marketing and sales analytics, organizations can comprehend the status of their marketing campaigns against the targeted sales opportunities in a single dashboard and figure out the best possible campaign solution. In addition to this, the Multi-Touch Campaign Insights also allows the marketers to dig out the attributes which carry the maximum potential to drive sales for targeted accounts.
Salesforce Einstein ABM aligns marketing and sales and keeps them on the same page to improve account based targeting. With Einstein Account-based Marketing, organizations can now target their most potential accounts and deliver 1-to-1 personalized journeys to the customers that seamlessly bridge the gap between sales and marketing, thereby increasing the conversion or probability of conversion manifold.
Reference: martechseries.com, investor.salesforce.com, salesforce.com
Ajeet Singh
