Salesforce [NYSE: CRM] introduced Einstein Account-Based Marketing (ABM), a complete, end-to-end B2B marketing solution powered by artificial intelligence. Built on the world’s #1 CRM platform, Einstein ABM enables marketing and sales teams to precisely target their most valuable accounts, personalize campaigns and engage with prospects at scale—improving pipeline quality and turning the hottest leads into new deals.
B2B companies increasingly see the opportunity with account-based marketing to align their limited marketing resources around their most important sales opportunities. However, sales and marketing data, tools and processes are fragmented. This makes collaboration between sales and marketing throughout the entire lifecycle of a deal labor-intensive and difficult to scale. Jointly identifying which accounts to focus on is still primarily a manual process. Once an account has been agreed upon, orchestrating personalized marketing campaigns that target each decision maker is a challenge to deliver. To make matters worse, many sales and marketing organizations use different systems to manage and engage with accounts, resulting in disjointed customer experiences.
Einstein ABM is a complete, end-to-end solution that brings together new and existing Salesforce capabilities to empower B2B companies to seamlessly bridge sales and marketing across the customer journey. Now, companies can intelligently prioritize the highest quality pipeline and engage prospects with personalized content at the right time to close deals faster. Einstein ABM enables companies to:
Identify the right accounts: Einstein Lead Scoring automatically identifies the accounts most likely to convert based on factors such as relationship history and past purchases. Advertising Studio enables marketers to uncover and advertise to new “lookalike” prospects by identifying audiences with similar profiles, based on online behaviors from existing CRM data.
Improve account engagement: Engagement Studio is a lead nurturing solution that enables marketers and sales reps to send personalized emails based on real-time buyer behavior or qualifying values, such as when a lead engages with a specific piece of content or if they have significant influence on a buying decision. Meanwhile, Einstein Opportunity Insights analyzes customer sentiment, competitor involvement and overall lead engagement to determine how deals are progressing.
Synchronize marketing and sales: Einstein Account Insights arms sales reps with the latest prospect news, such as M&A activity and financial results, to inform engagement strategies. Reps can then utilize Salesforce Engage to personalize marketing content and reach out to leads within accounts at the right moment. Reps can also leverage interactive dashboards to track the effectiveness of the messages, including click-through rates of content and to know exactly when it is opened.
Measure, optimize and modify campaigns: With B2B Marketing and Sales Analytics companies can understand the performance of their marketing campaigns against targeted sales opportunities in a single dashboard, and uncover insight into which campaigns perform best and why. In addition, new Multi-Touch Campaign Insights allows marketers to identify the attributes of marketing campaigns that have the highest potential to drive sales for targeted accounts. For example, it can determine that a sequence of clicking on an ad, downloading an eBook and watching a webinar is the optimal journey for converting prospects into high quality leads.
Additionally, partners on the Salesforce AppExchange give B2B companies the ability to tap complementary ABM solutions in order to meet sales and marketing needs. The AppExchange also includes implementation partners like Bluewolf to ensure customer success with Einstein ABM. Lastly, third-party data partners provide additional data sets, such as intent and firmographic data, further improving account targeting.